Essay MTV Brand Analysis

Submitted By madihunt1993
Words: 1355
Pages: 6
Open Document
MTV, once the pre-eminent medium for the broadcast of music videos, has become the pre-eminent medium for reality TV. MTV’s pragmatic diversification has moved the brand further from its roots and into its current dilemma: music television or not? MTV invests a lot of resources in researching, understanding, and adapting to its audiences’ evolving needs and desires. But as it continues to experiment with low-cost content, the cultural pioneer has strayed from its music-centric identity and lost a bit of its edge. Despite that, MTV continues to have an impact on popular culture, now on a global scale, with its number one series of all time, Jersey Shore. In the past year, MTV’s annual Video Music Awards program also showed phenomenal growth, a huge triumph for the brand and an homage to its former persona. Beset with an identity crisis and in the midst of a tough game of catch-up with its target audience, the brand has some distinct challenges ahead. Constant innovation is mandatory for a youth-oriented brand such as MTV. It will need to pursue an aggressive creative strategy in order to capture the attention of a generation with an exceptionally short attention span. MTV would do well to push the boundaries and recapture some of its lost edge — the very thing that made it a household name more than 30 years ago.

1. Aug 1, 1981 – First Announcement was made by its thenCOO John Lack.It exposed rock music artistes to the mainstream audiencethrough the medium of televisionMTV became the prime source for delivering musicexperience; and radio was relegated to secondary status.MTV‟s focus revolved around teenagers and youthLater, it was labeled as the “MTV generation” by focusing onteenagers, youth, parents and teachers
2. MTV brand lies in its ability to evolve continuouslythrough its innovative youthful contentIt always reflect the local youth culture and lifestyleand at the same time offers international exposure.Ex. Offering a mix of Bollywood and western music inIndia.Leveraging its status through its social responsibilityinitiatives such as „Choose or Lose‟ and „Fight for yourRight‟.
3. To build a Global brand, there are three main optionsavailable: To retain the same basic brand personality and proposition across all markets. Combine global brand value with local adaption Go in for local and fully adaptive brandingMTV has chosen to combine global brand values with localadaptationAs a result, MTV has gained huge brand equity and value inmany parts of the world
4. MTV maintains relevance and emotional bonding withthe customersDue to advent of internet and digital revolution,marketing techniques too have gone hi-techEx. Viral marketing, mobile advertising, advergamingToday‟s youth acquire „indie‟ personality i.e. beingindependent and different from the crowdSo, the main drivers of present day youth areentertainment, information, interaction and innovation
5. MTV is the channel of expression and social conscienceFormally, MTV does not have a stated brand vision but itappears to have vision of being “forever young”It‟s mission basically focuses on fresh, relevant and risk-taking entertainmentIt‟s corporate and brand personality includes the facetsof innovation, being relevant, passionate, etc.MTV has developed both tangible and intangibleelements of its brand equity.
6. Tangible equities are: Intangible equities Informed and relatable are: VJs International content Music video shows Variety Novel animation The sense of belonging Lifestyle shows Relevance Special Events Discovery Attraction
7. The MTV brand continuum ranges from its original positionas a visual radio to becoming a leader in musicLater, it developed from music plus variety to youth-culturevarietyNow, it approaches 360-degree marketing which aims toexpand across a range of technologiesNow it is providing content through mobile phones,interactive gaming, which helps to keep in touch with thelatest trends of the tech-crazy millennial
8. MTV extends to
Show More

Related Documents: Essay MTV Brand Analysis

Motivation: Competition and Life Cycle Essay

| | | | |Television channel operating profits vary from as high 45-55% at MTV and Nickelodeon down to 12-18 at NBC and ABC. Provide a Porter Five| | | | |Forces analysis of each type of network. Why is MTV so profitable relative to the major networks? | | | | |…

Words 2414 - Pages 10

Essay on Assignment 2

Analysis of MTV Networks: The Arabian Challenge Introduction With the boom of globalization and the world’s growing love of celebrities, it was about time that the music and youth entertainment industry tapped into the consumer hungry Arabian market. MTV saw this opportunity as a move that could unite the Arabian population by showcasing local talent on a world stage, as well as bringing international stars into the region. The market for an international music channel in the Middle East was…

Words 2186 - Pages 9

80's Research Paper

‘rebellious generation,’ to the introduction of a new genre in music, the 80’s thrived. Women gradually were looked at as more equal and could express themselves as they pleased without fear of being shamed. Many of today’s most popular and loved brands were born in the 80’s. On a day to day basis, the impact this powerful era of change can be seen all around. Thanks to the acceptance and mind opening creations, fashion, styles, and music the 80’s produced, a forever concept of diversity will remain…

Words 1187 - Pages 5

ECON 344 Group Marketing Plan kieng e Essay

...........................................................25 1.5 Distribution Channels.............................................................................................................................35 2.0 Threats and Opportunities Analysis.........................................................................................4 2.1 External Threats Description...............................................................................................................45 2.2 External…

Words 9790 - Pages 40

Essay about The Target Is You: An Analysis of Hollister's Marketing Strategies

brief company history as well as outlining the challenges in reaching out to consumers such as myself who differ from the brand’s intended targets. It will then segue to discussing Hollister’s position within the market and any outlying challenges the brand has navigated through. Characteristics such as income, age, behaviors, emotions, occupation, and location will be addressed as they pertain to the company’s target audience. The paper will then…

Words 2171 - Pages 9

Define The Role Of Marketing In Organization

delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. Core Aspects of Marketing Marketing is about Satisfying Customer Needs and Wants Marketing Plan: a written document composed of an analysis of the current marketing situation, opportunities and threats for the firm, marketing objectives and strategy specified in terms of the four Ps, action programs, and projected or pro forma income (and other financial) statements. Which can broken…

Words 3470 - Pages 14

DDO Branding Essay

a model of brand graphic devices product form Concept maps are webs of linked terms that help us visualize our mental models and clarify our thinking. In concept maps, verbs connect nouns to form propositions. Examples and details also accompany the terms. More important terms receive typographic emphasis; less important ones and examples are grayed back and pushed to the periphery. name Brands as signs brand perception Organization form of vehicles The diagram…

Words 2368 - Pages 10

Kraft Group Id Gum Product Report - Marketing Report Essay

KRAFT Group Report Report on the appropriateness of iD gum for teen market Chandra, Hafizhah Executive Summary The purpose of this report was to evaluate the appropriateness of the recently launched iD gum brand for its targeted market, teenagers and young adults. Research for this report included reviews of several marketing literature from journals and books, study of relevant psychological issues for the product and its target market, and several statistical data related to the target…

Words 4917 - Pages 20

Critical Analysis 3 - Weird Al Essay

Brittany Bardo Prof. Guntram Werther Integrative Business Applications 3/19/15 Critical Analysis #3: The Internet Should Have Killed Weird Al If you examine the pop charts from 30 years ago, it is hard to identify many artists who’ve managed to stay relevant into today’s generation. Weird Al, is one artist that has been active in the music industry since the mid 1970’s and has been able to keep up with the times way before the dawn of social media, online media, and vlogging. For his most…

Words 1558 - Pages 7

Chocolate and Cowgirl Essay

MAR6021 Marketing Strategy Examination Case study Marilyn Lysohir founded Cowgirl Chocolates in 1997 and has won a total of 21 awards over the years. Located in Moscow, Idaho, USA, the brand has been featured on the Food Network on “Unwrapped” and “Extreme Cuisine” and on CNBC “On the Money”. They have also been written up in the New York Times, InStyle, and the Toronto Star among many others. The product was the first chocolate to be offered with strong spicy flavours, and has gathered…

Words 2089 - Pages 9