Positive brand equity analysis; Netflix case study (Essay Sample)

Positive brand equity analysis; Netflix case study Institution Date Introduction In the crowded entertainment field with various service providers offering tailor made services, brand loyalty is not only necessary but something hard to achieve. Few companies have managed to create brands that survive the test of time and are always on consumer’s top of mind. One of such company is Netflix. This paper seeks to analyze Netflix brand quality. Founded in Scott’s Valley, Netflix was formed to solve the then problems with movie rentals. Over the years, Netflix has grown from an obscure movie rental company to a brand that not only appeals to movie lovers but a younger generation of consumers. Today, Netflix is the world largest internet subscription service for watching movies with over 65million subscribers. Over the years, the brand has captured the change in the entertainment industry, from DVD rentals to online streaming (Engel, 2011). Today the brand need no introduction in living rooms, boardrooms and cinema hall. Netflix is to movie streaming what Google is to search engines. In 2011, Netflix introduced a new logo that would be the vehicle for an international market. The new white print logo on a red background is easy to grasp and remember. The brand identity is built on convenience for low monthly prices for movie rentals. It has not employed same slogans of, jingles, symbols or characters but rather attempts to bring the classic theater image by having a rich red and black and white curtains. Netflix relies purely on name recognition and its website. Netflix has positioned itself strategically with the changing times thereby gaining consumer confidence (Belk& Rafferty, 2012). While other service providers were charging return fee, Netflix was founded on the premise that it abolished late return fees (Giessen et al., .2010) this not only attract customer but helped build loyalty. When the industry transitioned from VHF to DVD, Netflix was ready to offer the services promptly (Jeyakumar, 2014). Fast forward, Netflix now describe itself as an "an internet subscription service" borrowing from its successful streaming services. Other players like Blockbuster are known rental malls while Netflix is regarded as the online platform for rentals and streaming (Segal, 2013). Netflix identified the various problems that plagued the movie rental industry and devised plans to solve them. They abolished late return fees, Netflix also introduced 24 hours door step movie delivery and offered movies streaming at clients convenience, a wider sel...