Preview

Mtv Case Study

Powerful Essays
Open Document
Open Document
1130 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Mtv Case Study
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 where artists where demanding to have their own videos played on MTV. MTV remains a strong brand within the youth segment but needs to constantly evolve in order to maintain their position with new trends and changes emerging. The brand associations are strong since they are attached to a certain target-group (youths) that is very desirable to reach for many advertisers. The adolescence and early adulthood that MTV reaches are important for establishing enduring preferences for a specific type of brand that might follow a person throughout his life. Viewed as very “hip and now” many teens look to the channel to see what is popular and what the up and coming trends of today are. MTV has very strong brand attributes, with its viewers and even with people that do not view the channel as one they would frequently watch, therefore giving the brand strong brand associations. MTV has core values of staying on top of music and cultural trends, as a result ensuring their continued growth of their audience; MTV needs to stay relevant to stay on top.

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

MTV creates its brand equity through high level of awareness and brand associations it’s made

You May Also Find These Documents Helpful

  • Good Essays

    First created and aired in the early 1980s, MTV was viewed as a technological revolution, and as an innovative new way to distribute music to mass audiences worldwide. It had tremendous success; however, some critics suggest that it became increasingly superficial and more scripted as time went on. Greil Marcus, one such critic of MTV’s effect on pop music culture, articulates his idea that ultimately, MTV became a platform that had more to do with giving global audiences what they expected or wanted to see, and less about spreading new music. In his book “In the Fascist Bathroom: Punk in Pop Music”, Greil Marcus, while discussing MTV’s evolution, suggests that eventually, “Everything you see is second-hand, third-hand – received and reified”…

    • 392 Words
    • 2 Pages
    Good Essays
  • Good Essays

    According to Alan Light, “What MTV did was for the first time give one big central outlet for music, and so rather than having to go radio station to radio station, there was one big hit that became the primary outlet for new music and new bands.” It completely changed the pace of the music industry. Indeed it has brought to light the significance of looks, style, and moves, but it also has endorsed appearance over substance. It became all about the image an artist represented in three minutes and seemed to turn the music business into a marketing…

    • 860 Words
    • 4 Pages
    Good Essays
  • Good Essays

    To explain, BET or Black Entertainment Television provides an inside look into African-American culture, from hip-hop and R&B to racial segregation issues depicted in their films. CMT also represents folk culture and history. MTV seems to embody popular culture while also producing shows and running ads that commentate on the social issues of today’s youth. This can be seen in the anti-smoking campaigns that are ran on the station or the popular television show Teen Mom. As stated above, Logo has introduced a new culture to society in the form of Drag Queens with Ru Paul’s Drag Race. VH1 has changed the nature of television with their influence of reality TV. The reality television world may seem on the surface for entertainment, however the core of it seems to highlight the cultural trends and ambitions of society. The rebranding of T.V Land has brought about innovative shows like Younger that present themes like ageism and society’s fixation with youth and beauty. Whether it’s about music, fashion, political issues, or social issues, Viacom covers its bases when presenting diverse information to the…

    • 835 Words
    • 4 Pages
    Good Essays
  • Best Essays

    When they began, MTV and MuchMusic dominated their markets. In fact, one could argue that, MTV in particular, created a completely new market, a market that advertisers were willing to pay dearly to access. Yet today, competition for the ears, eyes, and minds of the youth is fierce and advertisers have many options to reach this fickle market. Aside from traditional sporting and entertainment offerings, MTV and MuchMusic are in bitter competition with websites, video games, cell phones, iPods and a host of other technologies; each of which are teeming with some form of corporate sponsorship. With their dependency on advertiser revenue and their obligations to their respective parent companies, an economic imperative long ago eclipsed any allegiance to music that may have once existed in the upper echelons of these two music broadcasters. MTV and MuchMusic are squarely in the business of providing advertisers access to a particular demographic, the nature of their programming is irrelevant, as long as it captures and holds the right audience. Through an endless cycle of focus groups, opinion polls, ratings reports, and schedule retooling, the former purveyors of…

    • 4657 Words
    • 19 Pages
    Best Essays
  • Satisfactory Essays

    The Influence Of MTV

    • 111 Words
    • 1 Page

    Did you know that MTV's original slogan used in 1981 was, “ You’ll never look at music the same way again”? People were so astonished that music videos could be played on TV 24 hours, 7 days a week. MTV’s purpose was to help promote musicians’ albums. Musicians were being made celebrities over night after their videos being aired on MTV. MTV forever changed the way music and musicians reached their audiences.…

    • 111 Words
    • 1 Page
    Satisfactory Essays
  • Satisfactory Essays

    Merchants of Cool

    • 356 Words
    • 2 Pages

    • Does the restrictive structure of MTV, which limits exposure to a small percentage of artists who have significant corporate backing, mean that someone else is really making music choices for us? Is this kind of narrow control of music inevitable? Contrast the experience of a group like Limp Bizkit, which had corporate backing, to the careers of artists who have remained independent, like Ani DiFranco. (You may make a more modern comparison; just make sure to do your research!)…

    • 356 Words
    • 2 Pages
    Satisfactory Essays
  • Good Essays

    Anonymous Wikipedia Editors. "MTV." En.wikipedia.org. Wikimedia Foundation, Inc., 28 Jan. 2013. Web. 28 Jan. 2013. <http://en.wikipedia.org/wiki/MTV>.…

    • 800 Words
    • 4 Pages
    Good Essays
  • Satisfactory Essays

    Walmart vs Starbcuks

    • 415 Words
    • 2 Pages

    References: Roberts, Kevin. (2004). The future beyond brands-lovemarks. New York, NY: Powerhous Cultural Entertainment , Inc.…

    • 415 Words
    • 2 Pages
    Satisfactory Essays
  • Better Essays

    Mtv Research Paper

    • 1205 Words
    • 5 Pages

    MTV was quite a big hit by the 1990’s. It was viewed in over 50 million American homes. It became a target for all advertisers because of the number of young viewers that watched MTV. The kids would beg their parents to buy the products they saw on the advertisements and it made out to be a good investment for advertisers. The attention and money that the advertisers brought in was good for MTV because they got more offers to get commercial time which means more money for them.…

    • 1205 Words
    • 5 Pages
    Better Essays
  • Better Essays

    It would be hard for one to dispute the fact that MTV has influenced every pop culture trend since its birth in 1981. One could even say that MTV is pop culture. No other media network holds in the palm of its hand the power to control popular cultural evolution the way MTV does. What other media network has influenced and help shape public opinion, filmmaking, newsgathering techniques, presidential politics, and world politics like MTV has? In addition to that, MTV can take credit for reconstructing the music industry (Rushkoss 126). One would be hard pressed to find a person who does not enjoy some type of music. MTV chose popular music as its beating heart, instead of classical music or jazz. Young people around the country could now see their favorite music icons 24 hours a day, seven days a week. As a result, the young people of America were given an international platform to share their common voice, a voice that to this day wants to be heard. Since MTV has such a large hand in shaping the young minds of today, it is important that both parents and children are aware of the impact MTV has in their daily lives.…

    • 954 Words
    • 4 Pages
    Better Essays
  • Good Essays

    In conclusion, the MTVs clout over the decades has affected the music industry and society though visualization and sublimation. They use their power over the camera to encourage their viewers throughout the years. When considering the 80’s, 90’s and 2000’s, the 90’s are by far the best decade that MTV has ever had the privilege of seeing. Through MTVs visual hooks, quick-cut editing and hand-held cameras, they have swayed years of generations gone, now, a and to…

    • 685 Words
    • 3 Pages
    Good Essays
  • Good Essays

    The main reason why MTV was so successful was because when it started out they exposed the most popular rock stars of our parents age group. Now, its changed to following celebrities and their marriages, random people thrown in a house to see what happens to them, and game shows of who can insult someones mother better then the next. The only music videos shown on MTV now are at 6:00 AM to 9:00 AM called MTV Video- Wake Up and on TRL at 3:30 PM for an hour. The rest of the day is marathons and reruns of True Life, Tila Tequila, NEXT, My Super Sweet Sixteen, Road Rules, The Hills, Parental Control, and many other pointless television shows. All of these shows are also giving horrible messages of sex, drugs, and violence to youth culture at ages twelve to nineteen. A fact sheet based on MTV states that…

    • 975 Words
    • 3 Pages
    Good Essays
  • Satisfactory Essays

    MTV's tactical development of targeting the teen audience has been a positive maneuver and is the dominating force in the rise of the company's popularity. Presented here are three major motives that highlight MTV's fame. First, after ratings fell in the 1990s, MTV managed to bring itself back to the top of the ratings by certain marketing ploys. Second, MTV educates and familiarizes today's teenage culture with the changing society. Thirdly, MTV devotes all of its programming to serve the interest of the public demographic.…

    • 319 Words
    • 2 Pages
    Satisfactory Essays
  • Good Essays

    MTV has in many ways corrupted our youths and American culture with shows such as Jackass, with their dangerous acts of stupid ness, and Marilyn Manson encouraging suicide and murder. One can say MTV is promoting violence. MTV has grown to be a major component in the music industry and its change from video based programming in the past to the television series focused on today has had some major effects on society. MTV is a mockery of American culture. Shows such as The Tom Green Show and The Andy Dick Show display gruesome acts of stupidity. Kids now a day are mimicking these shows and getting hurt or even killed.…

    • 480 Words
    • 2 Pages
    Good Essays
  • Better Essays

    Mtv Essay

    • 1045 Words
    • 5 Pages

    MTV can be defined as “a cable and satellite television channel which broadcasts popular music and promotional music videos.” (oxforddictionaries.com.n.d.). Launched on August 1st 1981, MTV’s programme started out by helping musicians gain exposure through music videos. This helped TV audiences connect with music by new means. As MTV became more recognised, the network branched out by creating new means of entertainment. MTV has remained relevant by continuously adapting throughout its existence to meet their audience’s entertainment requirements. (International MTV and Globalisation).…

    • 1045 Words
    • 5 Pages
    Better Essays