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what is brand positioning statement?
Brand positioning is the process of creating a unique image and perception of a brand in the mind of consumers. It involves differentiating the brand from its competitors, determining the target market, and creating a distinctive value proposition that resonates with consumers. Brand positioning is crucial for companies because it helps build brand equity, increase brand awareness, and ultimately drive sales and revenue. It also sets the foundation for brand consistency, as companies can use the established image and perception of the brand to guide their messaging and product offerings.
Netflix (OTT Platform) Brand Positioning
To (target segment and need) positioned as a subscription-based video-on-demand platform
that's easy to access from anywhere, at any time, on mobile/tablets or TV, with a wealth of experience and broadcast-quality video, all to satisfy consumers' digital consumption desires. mostly focus low-cost moment motion films and TV shows, with large family audience Our (brand) Netflix is first OTT platform with large audience. Netflix Is (concept) subscription- based streaming platform in the global mass media and technology & entertainment industry. That (point of difference) provide viewing experience with continuously updating new attractive show. what is ‘’ point of parity and point of difference’’
Point of parity of Netflix
A prominent point of parity would be its extensive library of streaming content. Competing streaming services like Hulu, Amazon Prime Video, and Disney+ also offer a wide range of movies and TV shows for their subscribers. Having a vast content library is crucial for Netflix to be competitive in the streaming market and to meet the basic expectations of consumers looking for entertainment options online.
Point of difference of Netflix
Netflix, points of difference could include original content production, personalized
recommendation algorithms, exclusive partnerships or licensing deals with content creators, user-friendly interface design, and innovative features such as offline viewing or interactive content. These aspects differentiate Netflix from other streaming services and contribute to its unique value proposition in the market. What Do You Mean by Brand Mantra?
Brand Mantra or Brand Essence is what emotionally connects your brand with audiences. A Driving message, brand mantra is a short sentence made up of 2-5 Words encapsulating your brand’s vision, outlook, and emotion. Developing A “Brand Mantra”, is an important step in the brand-building process. Let’s take a look at some famous brand mantras:
Nike: Authentic Athletic Performance
Disney: Fun Family Entertainment BMW: Ultimate Driving Machine
How To Design Brand Mantra?
Brand mantra is made up of three components: brand function, descriptive modifier and emotional modifier.
1. Brand function: the term explains what a product or service provides to consumers i.e., benefits, experiences
2. Descriptive Modifier: the term further describes whom the brand is basically for i.e., athlete, family
3. Emotional Modifier: the term explains how consumers should feel about the brand Reasons for a Brand Mantra 1. To make sure that everyone's on the same page. It's amazing how much management think they know the brand, until they need to start putting it on paper.
2. It forces us to articulate what the brand is all about - if we can't do it, then how can we expect our customers to?
3. It allows us a foundation from which to have structured dialogue with our
customers in ongoing research - it guides the conversation, such as the Discussion Guide for focus groups - what is it that we should be talking about?
4. It facilitates NPD (new product development) by defining the boundaries for the brand. Although a brand extension might conflict with the Mantra, you will at least know what effect it is having on perceptions.
Brand Mantras components
The three key components of a brand mantra are:
Emotional Modifier An emotional modifier is a term or phrase that captures the emotional appeal or benefit a brand offers to its customers. It addresses how the brand makes customers feel and connects with them on an emotional level.
Example:
Nike: "Empowering" (Nike's "Just Do It" campaign inspires and motivates people to push their limits and achieve their goals.) Coca-Cola: "Happiness" (Coca-Cola's branding often focuses on joy, celebration, and positive social experiences.)
Descriptive Modifier A descriptive modifier is a term or phrase that describes the functional attributes or specific characteristics of a brand or its products. It focuses on the tangible benefits and features that the brand offers.
Example:
Volvo: "Safety" (Volvo is known for its emphasis on safety features and innovations in automobile safety technology)
Brand Function Brand function refers to the primary purpose or role that a brand serves for its customers. It addresses the fundamental need or problem that the brand solves or the core benefit it provides.
Example:
FedEx: "Reliable delivery" (FedEx’s brand function is to provide dependable and timely shipping and logistics services.) Google: "Search and information" (Google’s core function is to organize and provide access to information through its search engine and related services.)
Brand Mantra of Netflix
Emotional Modifier Descriptive Modifier Brand Function
Shock amaze awe
Shock: This likely refers to the concept of creating a strong, immediate emotional response in an audience. Shocking content aim to grab attention, provoke discussion, or challenge conventional thinking. It can be a way to stand out in a crowded market or to make a memorable impression on consumers.
Awe: Awe is an intense feeling of admiration, wonder, or respect often evoked by something grand, extraordinary, or visually stunning Content.
Amaze: To "amaze" means to surprise or impress someone greatly. In the context of business or marketing, amazing customers typically involves exceeding their expectations, delivering exceptional experiences, or providing innovative Content of Netflix that delight and captivate them.
