Branding of MTV: Will Internet Kill the Video Star? »

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.

There have been few brands that have made such a massive impact on the world stage in such a relatively short time-frame as MTV. It is a household name and virtually all young people, regardless of whether they have access to television, have heard of it. It is a name associated with youth and music and all areas in which the two are involved. It has dominated the market space in the category of music television since its inception and looks like it will continue to do so in the foreseeable future.

This book is not so much a tribute to MTV, although it deserves as much, but an analysis of how the MTV brand has been built.

Global brands do not just arrive by accident - they are carefully and strategically built to match the needs of their target markets. They evolve with those target markets as lifestyles, wants, needs, attitudes, opinions, interests, and many other factors come and go. In addition, global brands successfully manage the differences across countries and cultures.

MTV has managed to do all of these things with startling consistency, another attribute of great brands that stand the test of time. What is more intriguing is that it has done all this in one of the most turbulent times ever experienced in consumer markets, particularly in Asia, where change is endemic.

1 The Birth of MTV 1

2 Building Global Brand Equity 13

3 21st-century Branding: The "Relationship Age" 33

4 MTV and Global Urban Youth Culture 61

5 MTV Brand Anatomy 87

6 The MTV Brand and Business Strategies 111

7 Competitive Analysis and Brand Development 133

8 Brand Execution: Giving Youth a Total Music Experience 153

9 Brand Management 173

10 Brand-Building Case Studies: MTV India and MTV China 195

11 The Future of the MTV Brand 223

Index 239