Medya Sektöründe Marka Mimarisi: Netflix Örneği

Öz

Markanın stratejik olarak ne konumda olduğunu gösteren marka mimarisiyle ilgili yazında yapılmış çalışmalar perakendeci markalar, tüketici ürünü markaları, hizmet markaları, endüstriyel ürün markaları, ülke ve şehir markaları üzerine yoğunlaşmıştır. Ayrıca yazında spor markaları, sanat markaları, politika markaları, eğitim markaları, ilaç markası ve uluslararası alanda faaliyet gösteren markalara ilişkin de marka mimarisi çalışmaları bulunmaktadır. Bu çalışmanın amacı, Netflix ana markası ve Netflix’te yayınlanan diziler yani alt markaları arasında marka mimarisi özellikleri açısından farklılıkları ortaya koymaktır. Çalışmada İstanbul ilinde Netflix ve yayınlarını izleyen 300 kişiye anket uygulanmıştır. Araştırma sonucunda Netflix ve alt markaları arasında marka mimarisi özellikleri açısından ve ayrıca cinsiyet ve meslek grupları arasında farklılıkların nasıl bir şekilde olduğu tespit edilmiştir.

Anahtar Kelimeler

• Marka Mimarisi
• Cezbedicilik
• Merkezilik
• Kendine İfade

Brand Architecture in Media Sector: The Case of Netflix

Öz

In this study, it was identified the strategic position of brand pertaining brand architecture focused on studies about retailer brands, consumer product brands, service brands, industrial product brands, country and city brands. Furthermore, there are studies in sport brands, art brands, policy brands, educational brands, drug brands and brands actuate in international area context in brand architecture. The purpose of this study is to designate differences between Netflix as major brand and series as sub-brands published in Netflix, in terms of brand architecture characteristics. In related study, in Istanbul 300 people who follow Netflix and it’s publications completed the questionnaires. As a result of research, it is adjusted that in terms of brand architecture features how there is a difference between Netflix and its series, differences between gender groups and between professional groups as well.

Anahtar Kelimeler

• Brand architecture
• Netflix
• Attractiveness. Centralization
• Self-expression

Kaynakça

1. About Netflix. Netflix Media Center, 17 Şubat 2021 tarihinde http://www.netflix.com/en/about-netflix. adresinden erişildi.
2. Aaker, D. A. ve Joachimsthaler, E. (2000). Brand leadership second edition. The Free Press.
3. Aaker, D.A. ve Joachimsthaler, E. (2000). The brand relationship spectrum: the key to the brand archıtecture challenge. Calıfornıa Management Revıew, 42 (4), 8-23.
4. Beaton, A. A., Funk, D. C., Ridinger, L. ve Jordan, J. (2011). Sport involvement: A conceptual and empirical analysis. Sport management review, 14(2), 126-140.
5. Blair, T., Burrer, T., Garcia, J., Hernandez, A., Li-Southwick, Q. Y., Logar, K. ve Porter, L. (2019) Netflıx Company Analysıs (PDF Belgesi). 17 Şubat 2021 tarihinde http://tessacreates.com/wp-content/uploads/pdfs/Netflix-CompanyAnalysis.pdf adresinden erişildi.
6. Dauglas, S., Craig, S. ve Edwin, N. (2001). Integrating branding strategy across markets: building ınternational brand architecture. Journal of İnternational Marketing, 9(2), 97-111.
7. Dewhirst, T. (2018). Into the black: Marlboro Brand Architecture, Packaging And Marketing Communication Of Relative Harm. Tobacca Control, 27(2), 240-242.
8. Dinnie, K. (2018) Contingent self-definition and amorphous regions: A dynamic approach to place brand architecture. Marketing Theory, 18(1), 31-53

9. Esbjberg, L. ve Larsen, T. B. (2009). The brand architecture of grocery retailers: Setting material and symbolic boundaries for consumer choice. Journal of Retailing and Consumer Services, 16(5), 414-423.
10. Freire J. (2016). Managing destination brand architecture – The case of Cascais Municipality. Place Branding and Public Diplomacy, 12(1), 78-90.
11. Friedmann, E. ve Lowengart, O. (2019). Gender segmentation to increase brand preference? The role of product involvement. Journal of Product & Brand Management, 28(3), 408-420.
12. González-Chans, C., Membiela-Pollán, M. ve Cortés-Cuns, M. (2020). Relationship marketing and brand community: the case of Netflix. Revista de Marketing Aplicado, 24(2), 251-274.
13. Harish, R. (2008). Brand architecture and its application in strategic marketing: The example of L’Oréal. The Icfai University Journal of Brand Management, 6(2), 40-51.
14. Hasanbegovic, D. (2011). Corporate reputation and brand architecture: The debate. See Journal, 6(2), 37.43.
15. Horng, J. S., Liu, C. H., Chou, H. Y. ve Tsai, C. Y. (2012). Understanding the impact of culinary brand equity and destination familiarity on travel intentions. Tourism management, 33(4), 815-824.
16. Jyrama, A. S. Kajalo, Johannson, T ve Siren, A. (2015). Brand architecture, drivers of consumer involvement, and brand loyalty with professional sport leagues and teams. The Journal of Arts Management, Law, and Socıety, 27(3), 177-192.
17. Kanitz, C. ve Burmann, C. (2012). The challenge of pharmaceutical brand architecture: A theoretical analysis based on the Brand Architecture Model (BAM). The Marketing Review, 12(3), 309-326.
18. Kapferer, J.N. (2004). The new strategic brand management: Creating and sustaining brand equity long term (Second Edition). Kogan Page Publishers.
19. Karagöz, Y. (2017). SPSS ve AMOS uygulamalı nitel-nicel-karma bilimsel araştırma yöntemleri ve yayın etiği (1. Basım). Ankara: Nobel Akademik Yayıncılık.
20. Keller, K. L. (2008). Strategic brand management building, measuring, and managing brand equity (4th Edition). Pearson Inc.
21. Klink, R. R. (2009). Gender differences in new brand name response. Marketing Letters, 20(3), 313-326.
22. Krunert, K. G., Esbjerg L., Larsen T. B, Bruno, K. ve Juhl. H. J. (2006) Consumer preferences for retailer brand architectures: results from a conjoint study. International Journal of Retail & Distribution Management, 34(8), 597-608.
23. Kunkel, T., Funk, D. ve Hill, B. (2013). Brand architecture, drivers of consumer involvement, and brand loyalty with professional sport leagues and teams. Journal of Sport Management, 27(3), 177-192.
24. Laforet, S. ve Saunders, J. (2005). Managing Brand Portfolios: How Strategies Have Changed. Journal of Advertising Research. 45(3), 314-327.
25. Laforet, S. ve Saunders, J. (1994). Managing brand portfolios: how the leaders do it. Journal of Advertising Research, 34(5), 64-77.
26. Lagasse, L. P., Minosa, M. K. R., Moran, M. B., ve Cohen, J. E. (2018). “Decide now, buy Marlboro”: Examining the influence and appeal of Marlboro’s new brand architecture among Filipino adolescents. International Journal of Adolescent Medicine and Health, 1, 24-42.
27. Lieven, T. ve Hildebrand, C. (2016). The impact of brand gender on brand equity. International Marketing Review, 33(2), 178-195.
28. Lieven, T., Grohmann, B., Herrmann, A., Landwehr, J. R. ve Van Tilburg, M. (2015). The effect of brand design on brand gender perceptions and brand preference. European Journal of Marketing, 1(1/2), 146-169.
29. Masip, J. D. ve Poluzzi, A. (2014). Brand architecture management: The case of four tourist destinations in Catalonia. Journal of Destination Marketing & Management, 3(1), 48-58.
30. Mensah, K. (2016). Political brand architecture: Towards a new conceptualisation of political branding in an emerging democracy. African Journalism Studies, 37(3), 61-84.
31. Muyyle, S., Dawar N. ve Rangarajan D. (2012). B2B brand architecture. Calıfornıa Management Review, 54(2), 58-71.
32. Muzellec, L. ve Lambkin, M. (2009). Corporate branding and brand architecture: a conceptual framework. Marketing Theory, 9(39), 39-54.
33. Olins,W. (1989). Corporate identity: Making business strategy visible through design (Fourth Edition). London: Thames and Hudson.
34. Rahman, K. ve Areni C. (2014). Marketing strategies for services: is brand architecture a viable way Forward? Journal of Strategic Marketing, 22(4), 328-346.
35. Rahman, K. ve Areni, C. (2014). Generic, genuine, or completely new? Branding strategies to leverage new products. Journal of Strategic Management, 22(1), 3-15.
36. Rajagopal ve Sanchez, R. (2003). Conceptual analysis of brand architecture and relationships within product categories. Journal of Brand Management, 11(3), 233-247.
37. Rehman, A. ve Jamil, S. A. (2016). Influence of income and occupation on consumers' susceptibility to reference group demands on brand choice decisions. International Review of Management and Marketing, 6(2), 376-382.
38. Saunders, J. ve Guoqun, F. (1997). Dual branding: how corporate names add value. Journal of Product and Brand Management, 6(1), 40-48.
39. Sımmons, C.J ve Bıckart, B.A. (2000). Leveraging equity across the brand portfolio. Kluwer Academic Publishers, 11(3), 233-247.
40. Spry, L., Foster, C., Pich, C. ve Peart, S. (2020). Managing higher education brands with an emerging brand architecture: the role of shared values and competing brand identities. Journal of Strategic Marketing, 28(4), 336-349.
41. Uggla, H. ve Philipson D. (2009). Ingredient Branding: Strategic Guidelines. The Indian Journal of Brand Management, 5(2), 16-30
42. Uglla, H. (2017). Luxury Brand Architecture Challenges. IUP Journal of Brand Management, 14(1), 7-12.
43. Wang, Y. H. ve Tsai, C. F. (2014). The relationship between brand image and purchase intention: Evidence from award winning mutual funds. The international journal of business and finance research, 8(2), 27-40.