Brand Mtv Essay

2433 Words Dec 9th, 2011 10 Pages
G.D.GOENKA WORLD INSTITUTE & LANCASTER UNIVERSITY | MTV: BUILDING BRAND RESONANCE | MARKETING COMMUNICATION & BRAND MANAGEMENT | MODULE CODE: GMSI 585 | 11/19/2010 | |

[AN INDIVIDUAL ASSIGNMENT ABOUT MTV’S BRAND EQUITY AND ITS BRAND IMAGE AND DIFFERENT STEPS TAKEN TO BUILD ITS BRAND RESONANCE] | Submitted By: Module Leader: gazal babel Mr. ABHIJIT CHANDStudent Id: 030109061 | PGDBM(Marketing) | |

What is the MTV brand image? How valuable are
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Building a strong equity is a highly difficult task as it goes beyond creating an innovative product. Uniqueness of a brand is more related to an inner conception and awareness of the brand culture that should become symbiotic with the different cultures all over the world. MTV’s successful breakthrough of bringing music on television marked a significant turning point in both the music and television culture and their business related field. This allowed MTV to move quickly on its own learning curve conferring it a competitive advantage over its competitors.
To create a brand equity one need to understand what and to whom the channel is catering to. The idea was to start a music video cable channel and came up with the name MTV, which inherently mean Music television. To create brand awareness and to have a memorable identity in viewers mind, the company needed to create a logo. Patti Rogoff, an independent designer came up with the MTV logo, a blocky three-dimensional “M” with a graffiti scrawled “TV” on top. As its television signature MTV used the picture of first moon landing in which Neil Armstrong in his spacesuit holding the American flag. On the flag is shown the printed the MTV logo.
To make the channel more appealing to viewers, MTV employed video jockey which generally termed as VJs. Instead of just hosting the program, a VJ will be with the audience throughout the show. With its interactive programs, music video and VJs as host of its programs,

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