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The Branding of MTV: Will Internet Kill the Video Star?
Paul Temporal
ISBN: 978-0-470-82271-5
Hardcover
250 pages
June 2008
US $24.95 add_to_cart.gif
 
Description
Table of Contents
Author Information
 
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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