MTV: Building Brand Resonance

Question 1

Brand Resonance

Answer 1

The various stages of (1) consumer brand relationships through which consumers (2) connect with the brand

Question 2

Challenges in building a media-entertainment brand (4)

Answer 2

1. Advertisers reluctant to embrace an unproven cable upstart (needed pull strategies, etc. “I want my MTV”)
2. Need to keep up with changing demographic/culture
3. Low initial budgets for musicians on music videos
4. Making money / gaining contracts (Radio model)

Question 3

How did MTV build brand resonance?

Answer 3

Designed a brand more powerful than the stars, one that directly connected to its viewers through cultural relevancy

Question 4

MTV POPs and PODs

Answer 4

POPs: Music videos, popular music, radio model
PODs: cultural prominence, interactive viewing (TRL), long-form programming, reality TV, VJs, music not played on radios

Question 5

Issues in managing a brand portfolio

Answer 5

Each has to be mutually exclusive and not tarnish brand image of individual brands (need SFU associations)