Strategic Brand Management MTV

MT V Resonance Building Brand Click to edit Master subtitle style

Group 9

Flow of presentation

Flow of presentation

Launch days 1981: Warner Communications Com munications and American Express formed MTV 

MTV Logo:

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Television signature:

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Diverse group of VJ-s:Actor,DJ,Radio Station interns etc

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Videos packaged with introductions and “Videos weren’t stars, Star was the weren’t station promos

Business Structure

2.5 million target for year 1- not achieved; Advertisers reluctant to support

Rise in Awareness

Early Competition 

NBC : “Friday Night Videos”

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USA : “Night Flight”

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MTV launched VH1: adult oriented videosR&B, country, adult contemporary; to monopolize shelf space rather than create a successful entity

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Cable music channel sold its assets to MTV for $1 million

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1984:MTV’s reach in 21 million households

Changing programming formats

MTV wasn’t just about music, it was about all matters associated with pop culture

Global expansion

“A global operation fuelled by exchange of creative ideas and cultures”

MTV India 

Cricket in Control

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Houseful

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Bakra

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Hinglish language of VJ-s

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More than half of the shows in Hindi

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1996-2000, MTV ratings increased 700%

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2000-05:11 million households reached

Domestic Channel Difficulties 

1992-’96: US ratings around 0.5

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Difficulty in staying relevant to young viewers

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Competition wasn’t affecting ratings

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Genre-s losing relevance: Grunge> Gansta

rap 1>More of non-music, cultural content MTV2 launched : All music channel,18-49 yr olds 18-24 demographic grew 33%-Ad

Ratings ooste

y Big hits

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2002-The Osbornes , biggest hit ever

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Averaged 4.4 ratings-high ad charges

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Discontinued after 3 years

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Other hit shows:

Dynamic Programming was the key

MTV - A new era

MTV.com 

1999:2 million plus visitors each month

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Medium for legal sharing of music

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URGE: Pay-for-download service-2 million

songs and MTV featured exclusives to download 

2005-MTV Overdrive : web channel having streaming MTV programs, live performances, music videos

Future Challenges

MTV-Brand Identity Through Aaker’s model

Value Proposition

Core Identi ty

Extended Identity

Mtv - Core identity

Mtv - extended identity

Mtv - Value propositions Functional Benefits

Self Expressive Benefits

MTV-Brand Identity

Through KAPFERER’s HEXAGON PRISM

“Just as a Prism reveals seven colors of light, Brand Prism reveals the various facets of a Brand”

Physique Video Music Channel Popular Local Content Dynamic Programs

Ex te rn ali za ti on

Relationshi Entertainer  p

Kapferer’s Brand Prism MTV Brand Identity

Personalit Rock n Roll y Fashionable Responsible

Culture Pop Culture

Star Making Vehicle Exchange of Ideas and Culture

Reflection  Music Lovers Welcoming Change

Self-Image Youthful Trend Setters  Avant Garde

In te rn ali za ti on

Brand Kern el

Three Layers of Brand: Kernel, Codes and Promises Genetic Code Video Music

Cultur Popular Culture  Music Culture e Brand Style Personalit y Rock n Roll + Rock n Roll Responsible

Video Music

Physiqu eVideo Music +

SelfYouthful ImageAvant Garde Reflectio  Music Lovers n Welcoming Change

Dynamic Programs

Brand Theme s

Relationshi p Exchange of Ideas and Culture Entertainer 

Case Questions

Q1 

What is the MTV brand image? How valuable are the MTV brand associations? What should its core values be?

Q1 Core value and brand image 

Core Value: Attuned to fickle world of popular culture

Q1 - favorability of brand associations

Q1 - favorability of brand associations

Q2 

Describe the current sources of MTV’s brand equity. How have they changed over time? How have they remained constant?

Customer Based Brand Equity Pyramid

   e     t     u    o     r      l    a     n    o      i     t    a      R 

Resonanc    e    t    u e    o    r Judg   l    a Feelings    n ments    o    i Performan ce

Imager y

Salience

   t    o    m    E

Relationships Response Meaning

Identity

MTV’s Current Brand Equity

I want my MTV Active Fun Engagement Excitement Security Self respect Avant Garde •

Resonance

Credibility as star maker Superior among other music 24 hr channel channels Relevant •

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content Video Music TV Channel RealityMusic shows (Video +

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Pop Culture) Entertainment

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Performa nce

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Imagery

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Judg ments Feelings

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Salience

rock n roll youthful welcoming

MTV’s Current Brand Equity BE source Popular Content Music

Remarks Has maintained Brand relevance over the years Has been tinkered a bit, but Brand consistency has been maintained

Q3 

What is the role of music within MTV?

Q3 - Role of music within MTV

Q4 

Technology is changing the way viewers watch television and interact with programs. Discuss the role of the internet and technology within MTV. What has MTV done well to date to integrate with the brand and what else should MTV do?

Q4 - Role of Internet & technology within MTV

Q5 

MTV networks includes many sister channels such as Nickelodeon and Spike TV. How has MTV been positioned within this network versus the other channels? Is this the right strategy? What else would you do to optimize the MTV Network brand portfolio?

Q5 - Sister channels 

MTV’s relative position w.r.t. these other channels? A:

MUSIC ENTERTAINMENT MTV,MTV2,VH1,VH1Cl Comedy Central, assic, MTV Desi, CMT, Spike TV, Showtime, BET MTVU KIDS AND FAMILY MTVn INTERNATIONAL GROUP MTV International Nickelodeon, Nick at Channels nite, Noggin, The N

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Right strategy? Yes. Kept on acquiring competing channels

Q6 

Over the years, MTV has evolved from a channel about music to a channel about the culture of music to a channel about culture. What does the future holds for MTV- globally and domestically?

Q6 - Future?