Strategic Brand Management MTV

8/2/2019 Strategic Brand Management MTV

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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

Strategic Brand Management MTV

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