Branding of MTV: Will Internet Kill the Video Star?

Overview

The Branding of MTV

Will Internet Kill the Video Star?

MTV have built one of the most enviable youth franchises n the world. This is a rare and truly forensic examination of both brand and medium as it faces the tectonic shifts of the digital age. Any marketer will relish the read. -- Miles Young , Chairman, Ogilvy & Mather Asia Pacific

Paul Temporal takes the reader on a journey into the intriguing world ...

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Overview

The Branding of MTV

Will Internet Kill the Video Star?

MTV have built one of the most enviable youth franchises n the world. This is a rare and truly forensic examination of both brand and medium as it faces the tectonic shifts of the digital age. Any marketer will relish the read. -- Miles Young , Chairman, Ogilvy & Mather Asia Pacific

Paul Temporal takes the reader on a journey into the intriguing world of MTV. The Branding of MTV offers an express route to understanding "Generation Tomorrow" and to fascinating insights on building a truly powerful brand. -- Martin Lindstrom , BRANDchild and Buy-ology

Any global marketer can learn from the fascinating story of how one of the strongest media brands in the world links to its audience base, maintains true to its values and yet adapts to the local market. - Highly recommended. -- Dave Aaker, Vice Chairman, Prophet Brand Strategy 

What makes a youth brand so interesting are the rapid changes constantly taking place. Paul Temporal tells the fascinating story of the rise of MTV and its frantic efforts to keep pace with those changes. A superb book by a talented author. -- Al Ries, Chairman, The Origin of Brands 

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Product Details

  • ISBN-13: 9780470822715
  • Publisher: Wiley, John & Sons, Incorporated
  • Publication date: 11/16/2007
  • Edition number: 1
  • Pages: 250
  • Product dimensions: 6.20 (w) x 9.10 (h) x 1.20 (d)

Meet the Author

Dr. Paul Temporal is Asia’s leading global expert on brand strategy and management. He has over 25 years of experience in consulting and training, and is a much sought after speaker. He has consulted for many of the top corporations and governments in Asia and across the world, and is well known for his practical and results-oriented approach. He has taught at leading business schools, and  is an Associate Fellow at the University of Oxford and a Visiting Professor in Marketing at Shanghai Jiao Tong University, China. Dr. Temporal has published numerous best-selling books, including Branding in Asia, Advanced Brand Management, and Asia’s Star Brands.

He is group managing director at Temporal Brand Consulting, and can be contacted at www.temporalbrand.com.

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Table of Contents

Acknowledgements.

Preface.

1. The Birth of MTV.

2. Building Global Brand Equity.

3. 21st-century Branding: The "Relationship Age".

4. MTV and Global Urban Youth Culture.

5. MTV Brand Anatomy.

6. The MTV Brand and Business Strategies.

7. Competitive Analysis and Brand Development.

8. Brand Execution: Giving Youth a Total Music Experience.

9. Brand Management.

10. Brand-Building Case Studies: MTV India and MTV China.

11. The Future of the MTV Brand.

Index.

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