How Netflix voices their brand in different languages - An analysis of Netflix’ brand identity and branding strategy on Instagram in India and the Netherlands

With the widespread, international audience that Netflix has around the globe, questions arise surrounding Netflix’ brand management, specifically in the continuously fluctuating online space of one of the largest social media platforms: Instagram. Hence, this research analyses how Netflix establishes and maintains its brand image globally, and examines the role of national and cultural borders in Netflix’ brand strategy. This is done by examining Netflix’ branding in the Indian and Dutch market, as these nations are found to be significantly different in cultural values. Focussing on social media branding, posts published by Netflix on the Instagram accounts dedicated to India and the Netherlands are analysed in a qualitative content analysis that combines inductive and deductive analysis, to syndicate current academic theory with new findings in this confined field of international branding. Analysis is performed on n = 80 posts from each account: a total of n = 160 Instagram posts. The results reveal significant differences as well similarities between the Indian and Dutch Instagram accounts, and indicate that Netflix employs a combination of local and global elements in communicating its brand on Instagram in India and the Netherlands. The posts of both accounts suit the specific cultural dimensions as defined by Hofstede (n.d.; 2011) to some extent, yet paradoxical relations are also observed frequently. Netflix is branded as a uniform brand internationally, hinting towards standardization, yet in-depth analysis shows a significant amount of local elements implemented in the content, indicating localization. Therefore, it is argued that the image transferability of Netflix’ brand is best understood as a combination of global –and local consumer culture positioning (Alden et al., 1999; Okazaki & Taylor, 2013). Netflix’ branding strategy on Instagram in India and the Netherlands both are best understood within the contingency approach as strategies where local elements are found important in increasing consumer culture positioning whilst maintaining the internationally established brand that Netflix is today. The findings contribute to the academic field of international advertising and the complex role that cultural and social borders play in this. The findings are also relevant in the practical field of managing an international brand on social media, and the consideration of cultural and societal differences in doing so.