Netflix, strategy and brand management around the relevance of the content

Abstract

Brands have been able to adapt to each specific reality throughout their historical evolution. Its identity, symbolic and intangible, has taken prominence in the face of products and their purely functional benefits. The arrival of the XXIst century carries a series of very profound disruptive changes: technological democratization, hyperconnected global reality, liquid society, microsegmentation, etc. This fact becomes a clear paradigm shift that empowers both users and brands, placing them in a peer relationship where the digital environment conditions the main communication relationships. Brands advance in the professionalization of their strategic and integral management process, offering relevant content that helps them create unique experiences through a powerful engagement with the user.
Netflix is ​​one of the brands that has gained the most global notoriety in recent years as a result of its strategic policy, business volume, communication policy and content offer. This question validates the pertinence of this research focused on analyzing, through a prior theoretical development of the discipline and its subsequent adaptation to a case study, the main elements that shape the policy of strategic brand management carried out for this platform of entertainment in streaming.
Considering the nature of the study and, once analyzed the main results extracted, we observe how the contents play an absolutely essential role in the overall and strategic management policy of the Netflix brand. The protagonism of the contents in the construction of the brand is transversal and goes from the very concept of business to the implementation of the strategy through its main advertising and promotional communication actions.