Strategic Brand Management for Netflix: Analysis and Strategies

Strategy and Brand
Management

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK ..............................................................................................................................................3
Background of the company...................................................................................................3
Pestle analysis.........................................................................................................................4
Swot Analysis.........................................................................................................................5
Porter five forces model ........................................................................................................6
Marketing mix........................................................................................................................7
STP Analysis..........................................................................................................................8
Competitor Analysis...............................................................................................................8
Sources of brand equity..........................................................................................................9
Strategies for brand management ........................................................................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Strategic brand management is the process which helps the organisation in improving the
overall position in the market. They can achieve the long term goals in an effective manner with
the help of right strategic methods and techniques (Anees-ur-Rehman, and et.al 2018). The report
aims to analyse about understanding the brand management for the particular organisation.
Netflix is and American corporation which provides the streaming services to the customers. The
organisation is been established in Los Gatos California. There are multiple distribution deals
which is been provided by the company in order to attract new customers. There are various
methods which is been used by them in order to generate more profits in the market. On the other
hand, in this report there will be brief discussion about various models which is been used by the
organisation in order to achieve a significant growth in the market. It includes the models like
Pestle and swot analysis which will help the firm to analyse about multiple forces which is been
evolving in the market. Along with that, the main focus of the report is to use the marketing mix.
There are multiple factors in this framework which could help the company to launch the new
products in the market. For further instance, the use of STP model will help the firm to analyse
the target market. They can attract the customers which they want to sell the products and
enhance the overall sales of the brand.
TASK
Background of the company
Netflix is an American intentional Corporation which provides various streaming services
to the customers. They company is also doing production deals and offers new series and other
services to the customers. The own production company is also known as Netflix originals. The
organisation is significantly growing at a rapid pace. Netflix has 220 million subscribers
worldwide (Cao, Ren, and Du, 2022). The organisation has also played a prominent role in the
film distribution. Most of the customers use the application of Netflix on their phone it can also
been accessed with the help of web browsers. The organisation has expanded their business in
several regions and attracted a majority of audience. The management is implementing new ideas
to become more more competitive with the other streaming platforms which includes Amazon,
Hulu etc. The management is also certainly focusing on new aspects which will help them to
become more better. They are also expanding their business in multiple regions in order to

enhance the overall sales in an effective manner. These are the ways through which they can
attract the audience.
Pestle analysis
This is the framework which is been used by the organisation in order to achieve more
competitiveness as per the new marketing trends. They can carry out the strategic operations in a
significant manner. There are multiple stages in this framework which is been described below:
 Political factor – This is the factor which tends to carry multiple forces. It includes the
legal obligations and political factors which can affect the business operations and create
various uncertainties the workplace (Cárdenas, an et.al 2021). Netflix is following the
policies which has the direct influence of the government in various regions. In various
regions the organisation is facing the problems of censorship. The management is using
new ways to ensure that they are getting the right results in the market.
 Economic factor – This stage suggests about the determinants which has seen a rise over
a period of time. It directly affects the long term goals and operations of the organisation.
The fluctuating change in the exchange rates is also the problem for the brand like
Netflix. The organisation also needs to to become effective and operate their business in
various regions. They need to make the loyal customer base and understand about the
competition in the streaming services.
 Social factor – There are various social environmental factors which needs to be fulfil by
the organisation. This will certainly help to fulfil the needs of the society in an effective
manner (Chalayan, 2021). The social cultural background has been an effective growth
over a period of time. In relation to Netflix the organisation has the generous nature and
provide the healthy working environment to the employees. The company has also taken
special measures which includes health and safety of the employees.
 Technological factor – The organisation needs to heavily invest in the technology which
helps them to become more profitable in the market and leads to higher outputs. Netflix is
optimising their streaming services and application with the help of better data outputs.
The organisation is providing various advantages to the customers. They can stream the
movies and web series with less data spent. This is the main area in which the company is
improving in the range of their services.