Strategic Brand Management

Requirements: Minimum 5 pages, Max 6, 1.5 spacing.

1. What is the MTV Brand Image? How valuable are the MTV brand associations? What should its core values be?

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

3. What is the role of music within MTV?

4. Technology is changing the way viewers watch television and interact with programs. Discuss the role of the Internet and technology within MTV. What has MTV done well to date to integrate technology with the brand and what else should MTV do?

5. MTV Networks includes many sister channels such as Nickelodeon and Spike TV. How has MTV been positioned with this network versus the other channels? Is this the right strategy? What else would you do to optimize the MTV Network brand portfolio?

6. Over the years, MTV has evolved from a channel about music to a channel about the culture of music to a channel about culture. What does the future hold for MTV – globally and domestically?