Netflix in UK Brand Case-Study Report
Instruction for â€œNetfixâ€ in UK
Using the same brand as for Assessment (The brand is â€œNetflixâ€ focus in UK only) One, the purpose of the following report is to outline a new strategic approach, to be
presented to the company Brand Director.
You do NOT need to produce an actual branding plan, with media costs, schedules and timelines.
Consider that there is no one right answer; and it is unlikely that you will be able to present a strategy that uses all branding schools of thought and elements â€“ as
this would make for a shallow answer. At this stage presenting a compelling, competitive, and evidence-based â€˜big ideaâ€™ with criticality is crucial.
The Focus of your report
You will choose ONE of the following areas, which will govern the focus of your report. (Choose one that you think you will do best)
Option One: The impact of the National Brand and Country of Origin
Nation Branding is an established field, which examines the strategic management, value and execution of a branded national identity (Ying Fan amongst others). Begin
by defining and discussing the core concepts and theories that underpin Nation Branding. Then following this, discuss the relationship between and impact of branded
nations, products and services on each other. You should attempt to evaluate the strengths, weaknesses, opportunities and challenges linked to each area.
Option Two: Controlling and Harmonising Brand Identity, Image, and Personality
Brand Identity and Brand Personality are two theoretical concepts used to understand and optimise branding activities (David Aaker, Jennifer Aaker, Jean-Noel Kapferer
amongst others). Within these schools of thought there still remain differences of opinion and approaches. Begin by establishing a critical literature review, which
defines, groups and critiques each of these positions. Then following this, use them as a basis for illustrating your own findings and perspectives. Throughout your
piece, you should attempt to move discussions beyond the descriptive; offering guidance and suggestions as to how theory and practice can be improved.
Option Three: The Cultural Imperative
Over the past ten years, a cultural and anthropological approach to branding has brought a new perspective on how brands can be understood and engineered. As guidance,
you should study the work of Russell Belk, Susan Fournier, Douglas B. Holt, Jonathan E. Schroeder; the field of Consumer Culture Theory (Arnould & Thompson; Kozinets;
Levy; Sherry; Schouten & McAlexander amongst others); and publications such as the Journal of Consumer Research, Journal of Marketing Management, Consumption Markets
and Culture, and Marketing Theory; amongst others. Begin by summarising what differentiates this approach from other schools of thought, and appraise its value to
academia and industry. Then, pick a consumer group or sub-culture, and provide insight into their relationships linked to the brand and each other. You should consider
their behaviour and comsumption patterns, the motivations behind these, and the role of brands within these communities.
A key focus of this report is to present a novel approach, whilst capturing the essence of a strategic imperative â€“ using stepwise and layered narratives. A clear
case, rationale and story should be presented, which is grounded in evidence and strong conceptual arguments. Furthermore, the report should make use of technical
terms appropriate for a marketing professional.
At every stage link your findings to relevant brand theory and academic thinking. Your report needs to contain sufficient academic referenced material, with a
preference given to academic journals over books. Examine whether your chosen brandâ€™s approach follows conventional academic thinking, or if there are in fact
differences in opinion. Comment on these factors and draw your own subsequent conclusions; offering recommendations where appropriate.
For more information please check out the files that I attached for you.
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