- Look at the following logos and explain in your own words what you consider their positioning to be (do this for each one).
Positioning defines where Your Product stands in a relation to others offering similar Products and services in the market as well as the mind of the Customer.
Cocacola has strategically positioned their company worldwide in the soft drink market. They have positioned their company by their old slogan “Think global, act global”. They made their soft drink recognisable all over the globe, moreover they kept the same profile all over the world, as if it is a global language. They also positioned them selves by playing on your lifestyle strings. “Taste the feeling” or “Share a Coke” . They have also become known worldwide for their Christmas spirit but using Santa clause in their commercials.
VW has positioned themselves in the car manufacturing market by being true to their vision “we are a globally leading provider of substantial mobility”. They position themselves as leading with environmental friendly technology, safety and reliability.
Visa started positioning themselves by “to be the best way to pay, and be paid”. As they were growing world wide they added a new inspiration “for everyone, everywhere”. This is how they have grown today, to be available worldwide for everyone.
2. Lets work backwards! Look at the logo on the Apple iPhone and, by doing your own research, investigate the history of the product and the company that manufactures it. Give an outline, in your own words, of what you consider the following to be:
- Describe its brand identity – exactly as you see it
Apple´s brand identity is user experience. They focus on their devices being as user friendly as possible and simple with a good design. They go after emotional branding.
- What do you think its positioning is currently?
Apple is currently positioned as a user friendly luxury brand that carries a huge emotional connection and loyalty among its customers.
- What do you think the strategy for this specific product was?
The strategy for the iPhone started when it was first released with no competition which gave the iPhone a head start before other competitors came into the market. The iPhone then was a way head of its competitors and the customers started getting loyal to that specific product, even if the price was much higher. Their strategy was to make their products as good as possible, user friendly, easy to use, and at the same time focus on design as well as the customers emotions. This culture has continued, in this way apple can still continue to price their iPhones above other competitors while their costumers continuing to be loyal.
- What research do you think was done on this by the company who made it?
A lot of research much have been done. Some of it must be to
make your phone as a «little “computer”. They integrated music,
mobile data, a proper touch screen etc into their device. The other
parts must have been to focus on simplicity and UX.
3.Now take the same product as in question 2 and explain, in your own words, how the visual element (in this case, the logo) fits in with the brand identity.
The logo is simple, easy to recognise, minimal, creative as well as modern. Apple as a company stands for all of those descriptions above.
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