Building Brand Architecture

Report: Netflix vs. Disney

Introduction
This report builds and examines the brand architecture of two brands – Netflix and Disney -
specifically in the entertainment (TV and film) space. Both are major competitors in the online
entertainment and streaming world.

Brand Architecture

• Brand Architecture for Netflix

Brand Core/Essence - “See What’s Next”

Brand Personality - Maturity, Casual,

Variety

Emotional Benefits - social inclusion and

discussion, cutting edge or “hip”

Product Benefits - Buzz-worthy, diverse

content, large volume of offerings

Product Attributes - New original IP/

content, licensed content, more mature
offerings (gritty, “darker”, intensity)
• Brand Architecture for Disney

Brand Core/Essence - “The Happiest

Place on Earth”

Brand Personality - Young at heart,

Classic, Playful, Heart-Warming

Emotional Benefits - Family bonding, joy,

nostalgia

Product Benefits - Reliable quality, great

value, more select in-house branded
content

Product Attributes - Family-friendly,

animation/cartoons, established
franchises (Star Wars, Mickey, etc)

Brand Comparison
Both brands are key competitors in the digital streaming and entertainment
marketplace. Disney is more established as a brand, but Netflix has more tenure
as a technology platform, given that Disney+ only launched within the last year.
In terms of quality for original content, Netflix originals are less reliable whereas
Disney titles often achieve critical success. Netflix takes the approach to produce
more original content in larger volumes, whereas Disney puts out few titles with
higher quality.
A key difference between Disney and Netflix targeting is age and family status.
Disney content is generally associated with younger audiences and families,
given their association with animated franchises and more conservative content.
Netflix has a significant volume of mature content with adult content designed for
older audiences.

Brand Value
Disney is established as the most valuable media brand at $32.6 billion
according to Brand Finance1. Meanwhile Netflix is one of the fastest growing
brands, worth $21.2 billion in 2019, as reported by Marketing Dive2.

The scope of Disney’s value is larger than Netflix though, considering that it
accounts for many other avenues besides their streaming and digital media. For
example, the Disney brand value incorporates their popular theme parks, which
is not in direct competition with any Netflix products.

Investors are currently valuing Disney’s streaming business at greater than $100
billion, according to a recent 2020 report by CNBC3. The platform has been live
for much less time than Netflix, so this will continue to grow. For the time being,
Netflix is more established in the space, with a larger value and existing user
base.

Sources Consulted
See footnotes

1https://brandfinance.com/news/press-releases/disney-sparkles-as-most-valuable-media-
brand-of-the-year/
2 https://www.marketingdive.com/news/netflix-is-fastest-growing-brand-in-2019-as-its-value-
jumps-105-report-fi/551577/
3 https://www.cnbc.com/2020/01/06/disneys-streaming-services-worth-over-100-billion-
investors-believe.html