The Holy Grail

The paper describes a strategic market research investigation conducted throughout Latin America. The primary objectives of this investigation focused on segmenting the television viewing audience; determining viewer loyalty and brand equity toward specific television networks; identifying the underlying issues and attitudes that define the individual networks' brand equity; profiling network viewers; and linking the network assessments with the television viewer landscape to enhance programming, scheduling, marketing, and other strategic competitive initiatives.

The Holy Grail

Effective blending of brand equity, customer loyalty, and market segmentation

Cary J. NadelBurke Information, Communications, Entertainment Research andJesus RodriguezHBO Latin America Group

Background

What is a marketer's Holy Grail? The...