1. Brand Growth Assessment

Order Description need you to create 2 slides based on the document I've send you. I need it to be as simple as possible. Don't want many words prefer if you can add pictures or something. One of the group members did 2 other slide shows (for her part) so I will upload those slides too so you can see how simple I want it but then again I want it to cover the things written! I'll talk about them obviously and I will know what to say but don't want many words in the slide shows. 1. Brand Growth Assessment The importance of managing any brand architecture is to ensure shareholders’ value. Brand architecture shows the way in which brands in a given company relate with each other and how they can differentiate them from one another. It ought to show how corporate brands and how sub-brands support and relate with each other. It should also define how sub-brands reinforce or reflect the parent brand, to which they belong. The brand architecture of MTV revolves around its current programs namely, video music & entertainment and reality shows. It also involve the 4 sister channels in the United States. Although MTV has been able to build its brand architecture over the years, a few areas need improvement. First, some of the sister channels are already independent and they play an insignificant role in reinforcing the original MTV brand. For example, MTV2 targets young adults and is focusing its efforts on satisfying its target market without necessarily adding any value to the parent brand. In fact, MTV2 and MTV are almost competing for viewers due to the closeness of the groups they are targeting in terms of age and preferences. The competition between the parent brand and other sub-brands is likely to affect the company negatively, especially in the long-run. Secondly, there is a disharmony among the programs offered by MTV. Even in the advertising, the target viewers do not see a strong relationship between reality shows and the video music programs. Since the brand is targeting the same group, there is a need for strong harmony between the music shows and non-music shows broadcast on MTV. Thirdly, there is a likelihood of a sub-brand tarnishing the name of the parent brand and vice versa due to their relationship. For example, MTV is currently facing issues related to social activism and censorship due to the contents it continues to offer to college-aged students, high school students, and teens in general. This negative perception is also affecting all the MTV sister channels due to the relationship they are currently experiencing. Brand hierarchy: Although the brand hierarchy of MTV is not structured, it offers several merits to both the parent brand and its sub-brands. First, the successful expansion of sub-brands has helped in the marketing of MTV brand. The ability of MTV to establish four sister channels has helped to promote its brand everywhere to the unreached viewers. For example, the four sister channels are targeting completely different audiences such as young adults and non-English speakers among others. Their existence will enable MTV to reach more people who could not be reached using only one channel due to their differing age and preferences. Secondly, the sub-brands have been able to utilize the trust and loyalty of the parent brand to establish their products in the market. The four sister channels have utilized the reputation of MTV to establish their place in the market. Thirdly, allowing each sub-brand to operate independently gives them room to develop unique products that are different from those of the parent company. For example, MTV Tres that celebrates Latino culture offers reality TV shows, live concert broadcasts, and music series that are different from those offered by MTV. It has the necessary freedom to use creativity to develop products that will meet the needs of its unique target group. These efforts could not have been possible without this brand hierarchy and structure. Finally, it ensures that few potential viewers look for alternative shows in the competitors’ channels. Instead, they look for different tastes in the sister channels of MTV. However, there is lack of a structured hierarchy that shows how parent brand ought to relate its sub-brands. As a result, there is minimal or no difference between products offered by MTV and its sister channels. In addition, lack of a structured brand hierarchy increases the costs of the company through advertising, operation among other expenses. Therefore, there is a need for the management of the company to streamline the relationship between the parent brand and the sub-brands of MTV. Brand portfolio: The brand fits into the broader brand portfolio in many ways. First, it is directed towards the marketing objective of the company for increased income and profitability. Secondly, MTV and its 4 sister channels are mainly targeting young people such as teens, high school students, college students and young adults. Therefore, the growth strategy is well-fitted to the changing needs and culture of these groups. Finally, the brand is utilizing the advancing technology in order to meet the needs of the viewers more appropriately using internet, new apps, and mobile phones. However, MTV can ensure there are clear roles for the MTV brand and all the other sub-brands to assisting in providing the necessary support and reinforcement. New markets: The MTV brand continues to expand through launching new sister channels that target new market segments. For example, the sister channels are able to reach university students, young adults and Latino groups. Secondly, MTV has been launched in other continents such as Europe, Africa, Asia, and Oceania among others. This expansion continues to increase the market size of the brand and in the near future, it will become a global brand. Growth strategy: The growth strategy of MTV brand is good and performing well in the market. The main strength of this growth strategy lies on the ability of the company to adjust its brand marketing methods with changes in the media market. The move to evolve its brand in 2000 was very important in its growth pattern. The introduction of reality shows and other related programs in addition to music videos made the MTV brand well-rounded, and the target group can rely on it for purposes other than music. Secondly, increased focus on social media, internet, and other digital media platforms is increasing the brand value of MTV. This is because its absence in these digital platforms will make it outdated and not convenient to many viewers. Nowadays, many teenagers are using smartphones, tablets, and laptops in their day-to-day activities, hence necessitating the need for digital MTV interaction platforms. Nevertheless, there is a need to improve the relationship and integration between MTV brand and its sub-brands.