Brand Equity

Question No.1)

Describe the current sources of MTV’s brand equity. How have theychanged overtime?

MTV

is anAmericancable televisionnetwork based inNew York Citythat launched onAugust 1, 1981. The original purpose of the channel was to play music guided by on-air hosts known asVJs. Today, MTV still plays a limited selection of music videos, but thechannel primarily broadcasts a variety of  popular cultureand reality television targeted atadolescents and young adults.Since its premiere, MTV has had a profound impact on themusic industryandpopular  culture.Slogans such as "I want my MTV" became embedded in public thought, theconcept of theVJwas popularized, the idea of a dedicated video-based outlet for musicwas introduced, and both artists and fans found a central location for music events, news,andpromotion. MTV has also been referenced countless times in popular culture bymusicians, other TV channelsandshows, films and books.MTV has spawned numeroussister channels in the U.S. and affiliated channels internationally. MTV's moral influence on young people, including issues relatedtocensorshipandsocial activism, has been a subject of debate for years. MTV's choice tofocus on non-music programming has also been contested relentlessly since the 1990s,demonstrating the channel's impact on popular culture.

Image and branding

MTV's logo, the large block letter "M" with graffiti-style letters "TV" superimposed andthe words "Music Television" underneath, quickly became ubiquitous and instantlyrecognizable in popular culture. The last three decades have brought some change andevolution to MTV's iconic image and branding.

2010 rebranding

Since the premiere of the short-lived

 FNMTV 

in 2008, MTV has used a revised, choppedversion of its traditional logo during most of its on-air programming. The revised logo islargely the same as MTV's original logo, but it excludes the "Music Television" caption,the bottom section of the "M" block letter, and the trailing letter "V"...