The Branding of MTV: Will Internet Kill the Video Star

商家名称	信用等级	购买信息	订购本书
		The Branding of MTV: Will Internet Kill the Video Star
		The Branding of MTV: Will Internet Kill the Video Star

基本信息·出版社：Wiley
·页码：250 页
·出版日期：2008年06月
·ISBN：0470822716
·条形码：9780470822715
·装帧：精装
·正文语种：英语
·外文书名：MTV品牌

内容简介 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.
作者简介 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.
专业书评 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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