UNIVERSIDAD TECNOLÓGICA GRAL.

MARIANO ESCOBEDO
DIVISIÓN NEGOCIOS
ARTÍCULOS PARA LECTURA EN INGLÉS

ASIGNATURA: ESTRATEGIAS DE PRODUCTO TSU DNAM TERCER CUATRIMESTRE

How Netflix Defined a Brand

By Juntae DeLane

Over two decades Netflix has transformed from a little-known e-commerce site to a
massive global brand. This is how they did it.
Branding is all about relationships and story building. A brand tells a story that builds a
relationship between a customer and a product. This includes:
 Positioning
 Benefit for customers
 Personality
 Aspiration
 An emotional connection
Ultimately, marketing defines a brand, but a great product brings it to life. Two separate
models stand behind Netflix’s meteoric rise. These are the positioning model and brand pyramid
model.

The Positioning Model

This model describes the first three aspects of the brand definition: positioning, benefit for
customers, and personality.
Firstly, positioning is the place that a brand occupies in a customer’s mind. This can include
their opinions of a brand and what they associate it with. So, to apply this model, ask these
important questions:
1. How do you describe your product or company?
2. How do these things benefit your customers?
3. What’s your brand personality and how will customers relate to it?
This should all be done in simple, straightforward language. Here is the Positioning Model
when applied to Netflix:
1. Netflix is a monthly subscription service for film and TV.
2. It’s fast, easy, entertaining, and affordable.
3. It has a straightforward and engaging personality.

The Brand Pyramid Model

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 This model builds on the positioning model with emotional objectives. It involves defining
emotional benefits for customers and focusing on a big picture something that inspires your team.

The reason for this is that emotion is what sticks best in people’s minds. This is explained
best by writer and activist Maya Angelou who said:
“I’ve learned that people will forget what you said, people will forget what you did, but
people will never forget how you made them feel.”

Going Deep into the Brand Pyramid

The brand pyramid contains:
1. Product attributes: are the features that benefit customers. These are why consumers will
want, like, and continue to use your products or services.
2. Product benefits: are the ways in which a product improves customers lives. Product
attributes must enable product benefits.
3. Emotional benefits: address how your product makes customers feel. Will using it make
them feel entertained, accomplished, relaxed, or like their life is being enriched in some
other way?
4. Something bigger: focuses on the future. If your product is successful and delivers practical
value and emotional benefits to customers, how might it affect the world at large over
time? Many teams struggle with this one, but it is important to consider it.
5. Headline: summarizes it all and can inform ad campaign titles. It defines the model. After
you do your best to define the model in a short and sweet way, explore various ideas with
consumer research. Use focus groups, surveys, and A/B tests to make sure that your
headline hits all the right notes.

When applied to Netflix, this model looks like this:

1. Product attributes: TV, film, and original content streaming
2. Product benefits: Fast, simple, entertaining, affordable
3. Emotional benefits: Enjoyment
4. Something bigger: Escape reality
5. Headline: “Movie Enjoyment Made Easy”

Reflecting questions:

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 1. What models stand behind Netflix rise as a brand?
The positioning model and the brand pyramid model.

2. What are the three aspects that the positioning model describes?
Positioning, benefit for consumers, and personality.

3. This is the place that a brand occupies in a customer’s mind and can include their opinions
of a brand and what they associate it with.
Positioning.

4. Why emotional objectives are involved in the brand pyramid model?

Because emotion is what sticks best in people’s minds.

5. What does the brand pyramid model contain?

Product attributes, Product benefits, Emotional benefits, Something bigger and Headline.

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