This presentation was made by students of IFMR, Chennai for the Brand Management Paper taught by Mr. Balachandran

1. Building Brand
hailja
andeep
ourabhS
Resonance
IFMR

2. http://www.youtube.com/watch?v=182oUgBfoLE

3. Timeline
1981

4. 1982

6. 1985

7. 1986-89

8. 1994

9. 1996

10. 1997-2000

11. 2001

12. 2002

13. 2005

14. Brand Associations
Fun
Youthful
One stop shop for Music
Reality shows
Cool peopleCreativity
Fashion trends
Interactive
Contest

15. Sources of Brand Equity
Brand Awareness
• Popularity through new videos, stars, VMA
• I Want My MTV
Brand Image
• Hip
• Popular Culture
• Music
• Informational

16. Have they changed
• Remaining relevant to Popular Culture
– In tune!!
– Fresh Programs
– Evolving Formats
– Informed, Aware & Concerned

17. Brand Resonance
• Region Centric Approach
• Appeal for All ages
• Kinship (TRL)
• Engagement through Interactive
programs, road shows, concerts
• Exclusive Merchandising
• Resonance through performance
• The hunter becomes the Hunted

18. Positioning
MTV
• Hotspot of What's In!
• News, Views, Music, & more..
Other Channels : Different focus
• Nickelodeon for kids
• Spike TV for males
• VH1 for 18-24;bahind and beyond the
music

19. Future!
• Era of YouTube - Video on Demand
• Music on the go
• Social networking is in
How to win?
• Leverage program formats
• Innovative Content
• Explore New Avenues
• Convergence between online & offline
modes