Strategic Brand Management MTV
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Transcript of Strategic Brand Management MTV
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8/2/2019 Strategic Brand Management MTV
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Click to edit Master subtitle style
4/19/12
Group 9 Building Brand Resonance
MT
V
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Flow of presentation
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Launch days
1981: Warner Communications and AmericanExpress formed MTV
MTV Logo:
Television signature:
Diverse group of VJ-s:Actor,DJ,Radio Stationinterns etc
Videos packaged with introductions and
station promosVideos werent stars, Star was theChannel
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Business Structure
2.5 million target for year 1- not achieved;
Advertisers reluctant to support
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Rise in Awareness
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Early Competition
NBC : Friday Night Videos
USA : Night Flight
MTV launched VH1: adult oriented videos-R&B, country, adult contemporary; tomonopolize shelf space rather than create asuccessful entity
Cable music channel sold its assets to MTVfor $1 million
1984:MTVs reach in 21 million households
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Changing programming formats
MTV wasnt just about music, it was about all
matters associated with pop culture
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Global expansion
A global operation fuelled by exchange
of creative ideas and cultures
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MTV India
Cricket in Control
Houseful
Bakra
Hinglish language of VJ-s
More than half of the shows in Hindi1996-2000, MTV ratings increased 700%
2000-05:11 million households reached
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Domestic Channel Difficulties
1992-96: US ratings around 0.5
Difficulty in staying relevant to youngviewers
Competition wasnt affecting ratings
Genre-s losing relevance: Grunge> Ganstarap
1>More of non-music, cultural content
MTV2 launched : All music channel,18-49 yr
olds 18-24 demographic grew 33%-Ad
R ti t Bi hit
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Ratings ooste y Big hits
2002-The Osbornes , biggest hit ever
Averaged 4.4 ratings-high ad chargesDiscontinued after 3 years
Other hit shows:
MTV Offerings:
Dynamic Programming was the key
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MTV - A new era
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MTV.com
1999:2 million plus visitors each month
Medium for legal sharing of music
URGE: Pay-for-download service-2 millionsongs and MTV featured
exclusives to download
2005-MTV Overdrive : web channel havingstreaming MTV programs, live performances,music videos
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Future Challenges
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MTV-Brand Identity
Through Aakers model
Core
Identity
Extended Identity
ValueProposition
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Mtv - Core identity
Mt t d d id tit
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Mtv - extended identity
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Mtv - Value propositions
Functional Benefits
Self Expressive Benefits
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MTV-Brand Identity
Through KAPFERERsHEXAGON PRISM
Just as a Prism reveals sevencolors of light, Brand Prism
reveals the various facets of a
Brand
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Picture of Sender
P
Kapferers Brand Prism
MTV Brand IdentityPhysique
Relationship
Reflection
Ex
ternalization
In
ternalization
PopularLocalContent
Star Making Vehicle
Music Lovers
Personality
Culture
Self-Image
Exchange of Ideasand Culture
Video Music Channel Rock n Roll
Fashionable
Pop Culture
Dynamic Programs
Youthful
Avant Garde
Welcoming Change Trend Setters
Entertainer
Responsible
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ThreeLayers of Brand: Kernel, Codes
and Promises
CultureMusic Culture Popular Culture
Personality
Rock n RollRock n Roll +Responsible
Self-ImageYouthful Avant Garde
Physique Music Lovers Welcoming ChangeVideo Music Video Music +Dynamic Programs
Reflection
Relationshi
pEntertainer Exchange of Ideas and Culture
BrandKern
el
Brand
Style
BrandTheme
s
GeneticCodeVideo Music
MTV in1980s
MTVin2000s
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Case Questions
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Q1
What is the MTV brand image? How valuableare the MTV brand associations? What shouldits core values be?
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Q1 Core value and brand image
Core Value: Attuned to fickle world ofpopular culture
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Q1 - favorability of brandassociations
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Q1 - favorability of brandassociations
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Q2
Describe the current sources of MTVs brandequity. How have they changed over time?How have they remained constant?
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Customer Based Brand EquityPyramid
Salience
Performan
ce
Imager
y
Judg-ments
Feelings
Resonance
Rati
onalro
ute
Emotionalr
oute
Identity
Meaning
Response
Relationships
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MTVs Current Brand Equity
Salience
Performa
nce
Imagery
Judgments Feelings
Resonance
I want myMTV
Active
Engagement
Fun Excitement
Security Self respect Avant Garde
rock n roll youthful
welcoming
Credibility asstar maker
Superior amongother music
channels 24 hr channel
Relevantcontent
Video Music Reality shows
TV Channel(Video Music +Pop Culture)
Entertainment
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MTVs Current Brand Equity
BE source Remarks
PopularContent
Has maintained Brand relevanceover the years
Music Has been tinkered a bit, but Brandconsistency has been maintained
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Q3
What is the role of music within MTV?
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Q3 - Role of music within MTV
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Q4
Technology is changing the way viewerswatch television and interact with programs.Discuss the role of the internet andtechnology within MTV. What has MTV done
well to date to integrate with the brand andwhat else should MTV do?
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Q4 - Role of Internet &technology within MTV
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Q5
MTV networksincludes many sisterchannels such asNickelodeon and Spike
TV. How has MTV beenpositioned within thisnetwork versus theother channels? Is this
the right strategy?What else would youdo to optimize theMTV Network brand
portfolio?
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Q5 - Sister channels
MTVs relative position w.r.t. these other channels?A:
Right strategy? Yes. Kept on acquiring competing
channels
MUSICMTV,MTV2,VH1,VH1Classic, MTV Desi, CMT,BET
ENTERTAINMENTComedy Central,Spike TV, Showtime,MTVU
KIDS AND FAMILYGROUP
Nickelodeon, Nick atnite, Noggin, The N
MTVn INTERNATIONALMTV International
Channels
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Q6
Over the years, MTV has evolved from achannel about music to a channel about theculture of music to a channel about culture.What does the future holds for MTV- globally
and domestically?
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Q6 - Future?
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Thank You