Mtv Case

MTV: Building Brand Resonance 1. What is the MTV brand image? How valuable are the MTV brand associations? What should its core values be? MTV is a youth oriented brand, starting as a music video station, and has now evolved into a pop-culture station with a mixture of programming and videos. They created stars and termed new expressions such as VJ’s, and differentiated their brand from the competition. They were the TV channel of choice in order to endorse your music and be heard. MTV managed to build their brand and become a key channel for promoting artists. MTV still remains a strong brand within the youth segment, however it will need to constantly evolve in order to maintain their position with both new trends and changes to programming. Brand associations are strong since they are attached to a target group, youths, that is a very desirable demographic to reach for many advertisers. The early adulthood that MTV reaches are important for establishing preferences for a specific type of brand that might follow a person throughout their life. Being viewed as a “trendy” station, many teens look to the channel to see what is popular and what the new trends of today are. MTV has very strong brand attributes, with its viewers and with the people that do not view the channel as one they would frequently watch, therefore giving the brand strong brand associations. MTV will need to stay relevant to stay on top. 2. Describe the current sources of MTV’s brand equity. How have they changed over time? MTV creates brand equity through a high level of awareness and brand associations which it has made with its targeted viewers. MTV did this by using its VJ’s or video jockeys to hype the videos for the viewers. VJ’s made it a more personal experience, as if they were friends with the viewers. The changes in programming has helped keep viewers interested by keeping relevance in its programming and giving viewers what they were interested at any point in time. There are...