Brand Management in Digital Age for Netflix

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Introduction: Executive summary for Netflix

Part 1: Current Brand Profile (40%)

  1. Brief history of the brand
  2. Brand’s current positioning strategy and its value proposition
  3. Brand’s current identity
  4. Firm’s current product portfolio and brand leverage strategies
  5. Brand digital presence based on it owned, paid and earned media (focus should be on digital communication tools and channels. Feel free to mention brand’s use of traditional marketing and branding tools if/when relevant (but not necessary)

Part 2: The Better Brand (60%)

  1. Improved/new positioning strategy (should include a re-positioning analysis based on the 4-step positioning model)

4 Step Positioning model:
1. List Associations – Do a category analyses, interview users

  1. Narrow your list – Analyze competition, create perceptual maps, find out remaining associations
  2. Evaluate Gaps – Find out which market segments resonate with each gap, understand their characteristics, evaluate their profitability, determine which ones serve your strength and which ones are harder to replicate.
  3. Determine your brand positioning statement (Value Proposition)
  4. b) Improved/new brand identity
  5. c) Improved/new product portfolio and brand leverage strategy (if applicable)
  6. d) Improved/new use of owned, paid and earned digital media
  7. e) Other improvement you would suggest to the brand to increase its equity

Do not forget to add to executive summary, appendixes, reference (Harvard Citation style), cover-page and table of contents

15 page, Calibri font size 12, 1.5 spacing,


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