Qualitative research to enhance brand loyalty for children: two case studies involving a popular children's television programmer

Stacey Matthias and Michael Cohen

The paper describes how research may be used to assist program developers in transferring brand appeal and loyalty from established brands to new brands, while avoiding the potential pitfalls of weakening existing brand equity or associating a new brand with undesirable qualities.

Qualitative research to enhance brand loyalty for children: two case studies involving a popular children's television programmer

Michael Cohen and Stacey MatthiasArc Consulting LLC (United States)

INTRODUCTION

Children and teenagers are a notoriously challenging target audience for television programmers and other media specialists seeking to develop and promote new entertainment and educational services and related products. The issue of brand identity, appeal and loyalty is a particularly complex one for children's program developers, since children have their own unique patterns of and reasons for connecting program to program, and program to related products and services, as well...

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