How Netflix Outperformed Blockbuster Using Brand Resonance Principles

Blockbuster once defined my movie nights. Walking through the aisles with a movie, candy, and a magazine at hand was part of my Friday night ritual. Families picked up films for the weekend, couples debated over a rom com that the girlfriend usually chose, and everyone went home with excitement. The brand was everywhere. But it was more than just a store. Blockbuster was a feeling. It was the anticipation of choosing something new, the comfort of routine, and the sense that entertainment started the moment you stepped inside. That is why its decline shows how quickly even the strongest names can vanish when they lose touch with consumers. The Brand Resonance Model helps explain what went wrong.

The first step is salience, which is about being recognized and remembered. Blockbuster had this completely. Everyone knew it, and it was the first brand people thought of when they wanted to rent a movie. But being known is only the beginning. Recognition by itself cannot keep a brand alive.

The next stage is meaning, which comes from performance and imagery. This was where Blockbuster struggled. Its performance fell short as people wanted more convenience and fairer prices. Netflix delivered DVDs to homes and then introduced streaming. Redbox made rentals quick and cheap outside grocery stores. Blockbuster stuck to late fees and long trips to stores. Its imagery also became outdated. The family outing to the video store no longer matched modern life. Netflix created an image of freedom and endless choice, while Blockbuster stayed stuck in the past.

Meaning leads directly to responses. This is where people form both judgments and feelings

about a brand. Blockbuster once carried a reputation for reliability, but that strength quickly

faded. Customers grew tired of late fees, limited choices, and the feeling that the company was profiting from inconvenience rather than serving its audience. These negative judgments cut into trust and credibility. Feelings shifted just as strongly. What had once been joyful, began to feel like a chore. Netflix created the opposite effect. It made discovery effortless, gave people personalized endless options at home, and removed the frustration of penalties. The result was excitement, anticipation, and a sense of freedom every time users logged in. Judgments about quality combined with positive emotions to make Netflix the obvious winner.

At the top of the model is resonance, where customers feel a lasting bond, loyalty, and even

community. Blockbuster never built this level of attachment in the digital era. Netflix achieved resonance by blending performance, imagery, and responses into a brand that felt modern and indispensable. Recognition is not enough, and nostalgia cannot hold a brand together. To build equity that lasts, companies must evolve alongside their audiences, reinforcing trust and creating positive emotional experiences. Brands that fail to adapt risk losing not only market share but also the deeper loyalty that sustains them. Blockbuster’s story reminds us that even the most familiar names can disappear. Link to previous article: https://www.simplypau.com/post/brand-equity-showdown-disney-vs-universal