Building Brand
hailja
andeep
ourabhS
Resonance
IFMR
http://www.youtube.com/watch?v=182oUgBfoLE
Timeline
1981
1982
1985
1986-89
1994
1996
1997-2000
2001
2002
2005
Brand Associations
Fun
Youthful
One stop shop for Music
Reality shows
Cool peopleCreativity
Fashion trends
Interactive
Con...
Sources of Brand Equity
Brand Awareness
• Popularity through new videos, stars, VMA
• I Want My MTV
Brand Image
• Hip
• Po...
Have they changed
• Remaining relevant to Popular Culture
– In tune!!
– Fresh Programs
– Evolving Formats
– Informed, Awar...
Brand Resonance
• Region Centric Approach
• Appeal for All ages
• Kinship (TRL)
• Engagement through Interactive
programs,...
Positioning
MTV
• Hotspot of What's In!
• News, Views, Music, & more..
Other Channels : Different focus
• Nickelodeon for ...
Future!
• Era of YouTube - Video on Demand
• Music on the go
• Social networking is in
How to win?
• Leverage program form...
Mtv : Building Brand Resonance
Mtv : Building Brand Resonance
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Mtv : Building Brand Resonance

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This presentation was made by students of IFMR, Chennai for the Brand Management Paper taught by Mr. Balachandran

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Mtv : Building Brand Resonance

  1. 1. Building Brand hailja andeep ourabhS Resonance IFMR
  2. 2. http://www.youtube.com/watch?v=182oUgBfoLE
  3. 3. Timeline 1981
  4. 4. 1982
  5. 5. 1985
  6. 6. 1986-89
  7. 7. 1994
  8. 8. 1996
  9. 9. 1997-2000
  10. 10. 2001
  11. 11. 2002
  12. 12. 2005
  13. 13. Brand Associations Fun Youthful One stop shop for Music Reality shows Cool peopleCreativity Fashion trends Interactive Contest
  14. 14. Sources of Brand Equity Brand Awareness • Popularity through new videos, stars, VMA • I Want My MTV Brand Image • Hip • Popular Culture • Music • Informational
  15. 15. Have they changed • Remaining relevant to Popular Culture – In tune!! – Fresh Programs – Evolving Formats – Informed, Aware & Concerned
  16. 16. Brand Resonance • Region Centric Approach • Appeal for All ages • Kinship (TRL) • Engagement through Interactive programs, road shows, concerts • Exclusive Merchandising • Resonance through performance • The hunter becomes the Hunted
  17. 17. Positioning MTV • Hotspot of What's In! • News, Views, Music, & more.. Other Channels : Different focus • Nickelodeon for kids • Spike TV for males • VH1 for 18-24;bahind and beyond the music
  18. 18. Future! • Era of YouTube - Video on Demand • Music on the go • Social networking is in How to win? • Leverage program formats • Innovative Content • Explore New Avenues • Convergence between online & offline modes

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