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)

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