Mtv Case Study Essay

1143 Words Feb 14th, 2013 5 Pages
MTV: Building Brand Resonance

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

The MTV brand started out with a focus on the music where it helped to launch the visual impact of bands through music videos. MTV is a youth oriented brand, that started as a purely music video station, and has now involved into a pop-culture station with a mix of long-form programming, and videos. They created stars and termed new expressions like VJs and quickly differentiated their product from the competition. As a result of having a first-mover advantage they were the TV channel to go to in order to endorse your music. They managed to build up their brand and be a key channel for promotion
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VJ’s made it’s a much more personal experience as if they were friends with the audience. The use of long-form programming has helped keep 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, especially females. The evolution of the channel has kept the brand equity. In 2010 the MTV logo changed and no longer contained the tag-line “Music Television” to further emphasize their shift away from the pure music. By focusing more on programs that were “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 become too popular it is no longer considered to be cool.

3 – What is the role of music within MTV? Do they need to put the “M” back in MTV?

Music still plays a major part in MTV’s image and brand associations. Music and pop culture have always been interconnected, as many view the music that they listen

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