Brand Image and Brand Marketing

Brand Image and Brand Marketing
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Brand Image and Brand Marketing
Products and service brands represent how consumers interact with them. A brand is a name, logo, sign, term, design, or a combination of all these aspects to create an identity of goods and services that stands out from those from other competitors (Išoraitė, 2018). Branding influences the long-term consumer interactions with products and services while creating loyalty, rewards, and relationships (Išoraitė, 2018). Branding plays a role in differentiating an organization's products from others in the same sector, provides a sense of authenticity of products, and builds towards its values (Ukai, 2016). It also helps in attracting and maintaining consumers by promoting their pride, value, and lifestyle.
Netflix is one of the most popular over-the-top content provider and production organizations in the world. It is an entertainment company that provides consumers with taste-determined films, television shows, and documentaries from all over the world in different languages (Adalian, 2020). The organization offers members the decision of choosing what to watch without any advertisement interference (Adalian, 2020). Netflix has grown from a mail DVD delivery in 1997 to become a leading online streaming platform (Adalian, 2020). Netflix achieved this through branding and brand positioning. The organization used brand positioning to gain its consumers' minds to create a perception different from competitors.
Netflix's desired outcomes in its marketing programs involve creating value towards its online content and spending less on advertisements. This has contributed to the organization growing its subscribers to over 140 million (Adalian, 2020). Netflix has used a strategy to communicate with its users as fans and achieve brand success by using an authentic voice (Brennan, 2018). This is different from other entertainment companies that maintain a firmly formal approach while communicating with their customers. This enables Netflix to become viral even in the simplest issues and things. When Netflix subscribers are not streaming films in online content (Adalian, 2020), they usually interact in other social media activities and interact with the organization using memes such as #netflixisajoke.
Netflix has remained solid and viable in the entertainment by maintaining a solid interaction and relationship with its subscribers. Netflix actively engages its users less formally and mainly uses humor in its marketing to make their communication more engaging. Netflix has an enormous humor appeal that connects well with the millennials, who form a large viewership on its online content (Brennan, 2018). They casually send memes and tweets to encourage people to form discussions about them and go viral, thus promoting their content to a bigger audience (Brenn...