'MTV: Building Brand Resonance Essay\r'

'1 †What is the MTV fall guy image? How valuable atomic number 18 the MTV print associations? What should its message values be?\r\nThe MTV station started out with a focus on the euphony where it helped to launch the visual impact of bands through music movies. MTV is a young oriented place, that started as a unadulteratedly music video put up, and has at once involved into a pop- shade station with a mix of long-form computer schedule, and videos. They created stars and termed new expressions the like VJs and readily differentiated their product from the competition. As a provide of having a first-m everywhere advantage they were the TV television contain to go to in modulate to endorse your music. They managed to build up their pit and be a key pass for promotion where artists where demanding to put on their own videos played on MTV. MTV remains a crocked brand at bottom the youth segment but needs to unendingly evolve in order to deem their bunk wi th new trends and changes emerging.\r\nThe brand associations atomic number 18 virile since they are attached to a certain target-group (youths) that is very desired to reach for many advertisers. The adolescence and early adulthood that MTV reaches are important for establishing enduring preferences for a specific fibre of brand that might follow a somebody throughout his life. Viewed as very â€Å"hip and now” many teens look to the roadway to turn over what is ordinary and what the up and coming trends of today are. MTV has very strong brand attributes, with its viewing audience and even with people that do not view the channel as unmatched they would frequently watch, thus giving the brand strong brand associations. MTV has core values of confineing on exculpate of music and cultural trends, as a root ensuring their continued growth of their audience; MTV needs to stay relevant to stay on top.\r\n2 †learn the current sources of MTV’s brand equity . How gravel they changed over while?\r\nMTV creates its brand equity through senior high school level of awareness and brand associations it’s do with its targeted viewers. MTV did this by using VJ’s or video jockeys to bring the viewers â€Å"along for the ride”. VJ’s make it’s a much more(prenominal) than personal experience as if they were friends with the audience. The office of long-form programming has helped hang in viewers interested in the channel by keeping relevant in its programming, by moving away from its roots as a music only channel and giving viewers what they were interested at any point in time. There are multiple genres and cultures represented on MTV and the channel high ratings among its key teen demographic, specially females.\r\nThe evolution of the channel has kept the brand equity. In 2010 the MTV logo changed and no longer contained the tag-line â€Å" melody television receiver” to further emphasize thei r shift away from the pure music. By focusing more on programs that were â€Å"culture” shows and not only music they have managed to maintain a strong brand. Throughout their changes of focus MTV has managed to keep its core values intact. They are a channel for the younger generation that constantly provokes and stays on the edge of new concepts. By having a brand aimed at pop culture they constantly have to re-invent themselves to stay current. One of the biggest challenges for MTV is managing growth because usually when things bring too everyday it is no longer considered to be cool.\r\n3 †What is the role of music within MTV? Do they need to put the â€Å"M” back in MTV?\r\nMusic still plays a major fibre in MTV’s image and brand associations. Music and pop culture have always been inter touched, as many view the music that they listen to be how they express who they are as an individual. By having the uniform segments of people liking the same typ es of music, you bottomland see the cliques within these segments, and usually these are how social trends begin. Although on a television station, music does not have the power to captivate viewers for prolonged periods of time; MTV found that long-form programming kept viewers tuned in on a regular basis, whereas music created pasture behaviors. Additionally, the channel viewers have changed therefore ever-changing back to an all music channel I do not think would benefit the channel; viewers need to stay tuned in order for MTV to remain profitable and they are doing a smashing job of keeping their brand equity and associations.\r\n4 †Discuss the role the Internet in programming. How should MTV ruff integrate the Internet into the brand? How might engine room impact MTV’s future?\r\nMTV’s websites march as an added channel to keep viewers industrious beyond just watching the channel they can now watch TV episodes and have wallpapers etc. However, the int ernet could pose the problem as sites like YouTube, World Star Hip Hop, and a entreaty of others give viewers access to video on demand, (what they want to see and when they want to see it), as opposed to watching a channel and delay to hopefully see a song or wait for a program to air. MTV should continue to use the Internet to its advantage by offering max online clips, interviews, and MTV personalized gear.\r\nThey should continue to create apps and use Twitter, Facebook, and Instagram to connect to viewers. The MTV website already offers a variety of experiences to visitors and its greatest surcharge is that the brand owns the market as the resource for popular music. Drawing on that, and positioning the interactive grammatical construction as a true storehouse for tuition is the most complementary stance MTVi (the interactive naval division of MTV) can take. With trendiness at its core, MTV will thrive as technology continues to change.\r\n5 †How have MTV’s b aby networks affected the parent channel’s brand equity? What changes, if any, would you make in positioning of the sis networks in order to create the optimal brand portfolio?\r\nMTV has effectively used its sister networks and parent take to boost brand equity. By playing more music clips and videos on the MTV2 and VH1 impart, it spreads the core values of the brand. MTV started and made its name by showing music videos, so having its sister channels show more videos it extends the brand image and values. MTV is a world(prenominal) brand and therefore reaches many different people from all well-nigh the world. This means that they have an extensive range of viewers that are from different places, cultures, nationalities, ethnicities, etc. MTV’s global channels offer country specific programming to appeal to the many different countries and cultural tastes. MTV is doing a good job of positioning itself and its sister channels for continued success in boosting brand equity.\r\n'