Netflix Inc.’s Value and Brand Positioning. Netflix Inc. is an international media services provider and technology company based in
America. The company was founded in 1997 and is headquartered in Los Gatos, California,
United States. The company provides a wide range of products
and services, including entertainment contents in the form of movies and television studios
accessed through computers and mobile devices. Owing to the stiff competition in the video
industry, Netflix came up with novel innovations to integrate its service components to the
changing expectations of customers. Like other global
companies, Netflix has created service components that are consistent with its brand image,
brand positioning in the corporate market, and the company’s perceived value.

Netflix Inc.’s Value and Brand Positioning

To remain relevant in the market despite stiff competition, Netflix employed the
consistency approach. Netflix began by offering its customers unlimited DVDs which were
mailed to the house of a customer. During that period, Netflix was facing stiff competition from
Blockbuster, a company that began operations in 2013. To beat its
competitor, Netflix investigated the behavior of customers and developed products consistent
with customers’needs. The management of the company noted that where branding is concerned,
customer expectations need to be considered. This is because
integrating the customers’ needs makes a brand rememberable. The company, therefore, had to
shift from DVDs to streaming technology as well as availing now original content.
Netflix introduced its primary brand positioning strategy, the streaming technology in
2008.

During the initial stages of streaming technology, customers enjoyed the service for free. This is because the company was out to test the market readiness for the new
service in its line of entertainment. Interestingly, the service was developed in such a way that
customers could stream on various platforms, including Roku, PC, and Xbox.
Looking at this service, it is true that Netflix is entertaining, convenient, and accessible. This
means that its service offering is consistent with its branding and value positioning. After the
development of the streaming service, the company expanded its brand to, a family streaming
brand. It is worth noting that DVDs remain to be the core product, while
streaming is treated as a secondary product. APA style