brand management presentation on viacom's nickelodeon
DESCRIPTION
All about the brand association,personality,image and other things associated with any brand.Also, features how the re-branding of Nickelodeon was done.TRANSCRIPT
Presented By: Manish Singh
PROFILEShort for "Video & Audio
Communications", United States-based media conglomerate With interests primarily in, but not limited
to, cinema and cable televisionAs of 2010, it is the world's fourth-largest
media conglomerate, behind The Walt Disney Company, Time Warner and News Corporation
Across the globe, BET Networks is the leading provider of media and entertainment for African Americans and consumers of Black culture
MTV Networks’ diverse holdings include interests in television, digital media, publishing, home video, radio, recorded music, recreation, licensing and merchandising.
With more than 160 channels worldwide, MTV Networks owns and operates favourites including MTV: Music Television ,VH1, Nickelodeon etc.
Nickelodeon
Brand ProfileAbbreviated as "Nick“Originally named Pinwheel from December 1,
1977 to March 31, 1979)An American cable television network owned by
MTV Networks, a subsidiary of Viacom InternationalA Public Company in entertainment industryNumber-one entertainment brand for kidsPrimarily aimed at children ages 6–17 Its top programs include Dora the Explorer, iCarly ,
and SpongeBob SquarePantsTop Competitors are Cartoon Network, Disney
Channels Worldwide,Discovery Communications Inc.
Types of Brand CORPORATE BRANDVIACOM INC. HOUSE BRANDSMTV NETWORKS, BET NETWORKS, PARAMOUNT
PICTURES CORPORATION UMBRELLA BRANDSNickelodeon Magazine, Nickelodeon Universe,
Nickelodeon Studios, Nickelodeon Compounds, Nickelodeon Animation Studios, Nickelodeon at Sea, Nickelodeon Suites Resort, Nickelodeon On Sunset Studios
PRODUCT FAMILY BRANDNick Jr., Nicktoons, TeenNick, Nick at Nite, Nickelodeon
Movies INDIVIDUAL BRANDDora the Explorer, iCarly , SpongeBob SquarePants
BRAND ARCHITECT
URE
HOUSE DOMINANT STRUCTURE
MTV NETWORKS
BRAND DOMINANT STRUCTURENick Jr.
Nicktoons
TeenNick
Nick at Nite
WEAKLY ENDORSED STRUCTURE
PARAMOUNT PICTURES CORP.
Competitors
Brand Identity
ProductEntertainment brand for kids & teens
Brand NameAn early movie theatre to which
admission usually cost five cents
Logo & FontThe new logo is set in a rounded typeface
with the letter “i” , looking like a little person, being the focal point
Wanted to clean it up and allow Nick to be the stamp on all of these channels, that ultimately meant jettisoning the familiar Nickelodeon “splat.”
Websitehttp://www.nick.com/
Brand Image Brand Association Attributeso Fun & Entertainment Benefitso Entertainment
(Functional)o Lively, Cheerful, Fun
Loving (Symbolic)
Attitudeo Positiveo Learnero Open-Minded
Brand Personality Family Cheerful Friendly Daring Trendy Exciting Spirited Cool Young Imagine Intelligent Charming
Brand PositioningProduct Attribute
Based
SpongeBob SquarePants Rock Bottom Plunge
Jimmy Neutron Atomic Collider
Pen Profile NICKELODEON Bono M/17 Fat/Funny/Cute/12th Pass Dressing-Cartoons & All Lives at- Green Bowl
Campus Hostel Eats-Sandwiches & Pizzas Listens To Hip-Hop
FTV Prerna Gupta F/21 NIFT,Shillong Slim/Gorgeous/Trendy Dressing- Western Outfits Lives at- Shillong Pro Designer Eats- Continental/Chinese
THANK YOU !