BUILDING BRAND ARCHITECTURE SAMPLE REPORT: NETFLIX

VS AMAZON PRIME

INTRODUCTION :
This report builds and examines the brand architecture of two brands – Netflix and amazon
prime - in the media service provider. The two brands are chosen as they compete in very similar
markets and yet have very different brand personalities. Netflix and amazon prime are among the
most valuable brands in the media service market, and this report will bring out the stark
differences in the brand architectures of these two brands. If you're looking for something to
watch while staying at home during coronavirus, these two could be your better choice.

BRAND ARCHITECTURE – NETFLIX :

Brand Core/Essence - Satisfaction and delighted

Brand Personality - Daring,spirited,reliable

Emotional Benefits - feel enthusiastic and engaged

Product Benefits - Fast, simple, entertaining,

affordable

Product Attributes - Video streaming,Top rated mov

and series
BRAND ARCHITECTURE – AMAZON PRIME :

Brand Core/Essence - ENJOYMENT

Brand Personality - Friendly,composed,easy going

Emotional Benefits - Feel liked,Engaged

Product Benefits - Easy to use,Fun,fast network

service,cheaper

Product Attributes - Video streaming,Prime music

BRAND COMPARISON :
Well as you want to focus on Indian markets,it comes down to Netflix, amazon prime, hotstar.
Well Netflix was hyped a lot when it entered Indian market and witnessed gradual slow down in
the number of registering users. It still has a larger user base because of brand image and only
focused on streaming while for Amazon and hotstar these are side businesses.

Netflix has the best UI I feel. As it is very well integrated with all platforms be it desktop, smart
TV, iPad or even a phone. It has a uniform feel to it. UI of Amazon prime has undergone a lot of
work and is pretty good now unlike before but still not very good looking. When it comes to
price prime is cheaper than Netflix and also amazon is offering amazon music, drive and delivery
platforms. If you are looking for more Indian Content then yes it is. Plus the subscription fees for
Prime Video is just a one time. Netflix on the other hand offers high quality content and also a
great deal of it. If you are into tv shows then netflix leads here. And also many hollywood
movies.
BRAND VALUE :

Amazon revenue from Prime membership was $19.21 billion in 2019, whereas Netflix revenue
was around 20.15 billion U.S. dollars. So when we compared these two Netflix revenue worth is
higher than amazon prime. Because of the popularity obtained by Netflix ,it has increased its
revenue from $15 to $20 billion. Amazon prime too has raised its revenue from $14 to $19
billion. So if we compare the past one year both gains a same amount of percentage increase,
amazon has worked lot amidst all the popularity gained by Netflix.