LA – UNDERSTANDING POSITIONING

Question 1: Look at the following logos and explain in your own words what you consider their positioning to be (do this for each one).

Coca Cola:

The Coca Cola logo is clean and simple. It is very recognizable with its red color. The logo is well marketed through television and media. You associate the logo with friendship, family, happiness, activities and Christmas. During christmas holidays they drive tours with their famous Christmas trucks around the world.

The brand is one of the world’s most famous companies. The products are available in all countries all over the world. They have a rich, large and successful company.

VW:

The logo is simple and represents the initials of the company. It is easy to recognize and is well visible from a distance. VW is one of the world’s most famous car manufacturers. The company is German and has been on the market for a long time. They started by producing what was called “the people’s car” and over the years has evolved to offer every customer their needs.

VISA:

This logo is simple and clean. I think of a bank card when I see it. It has changed a bit over the years. Today it only consists of letters but the font has been the same throughout all the changes. Visa is a world leader in its industry. You connect the company with confidence. They’ve got what we see as the safest way to pay. The service is used by everyone and is accepted worldwide.

Question 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

What do you think its positioning is currently?

What do you think the strategy for this specific product was?

What research do you think was done on this by the company who made it?

BRAND IDENTITY: Apple is regarded as exclusive, modern, and elegant, high quality products.

POSITIONING: Apple is one of the world’s richest and best-known companies. They have a number of popular products that satisfy everyone’s needs whether it is for private use or work. They focus on emotions and lifestyle. Their products are easy to use and “talk” with each other. Something that helps customers buy more products. A household is happy to have 4-5 Apple products because they work so well together.

STRATEGY FOR THE IPHONE: Apple was not the first company to launch the smart phone, but they took over a large part of the market when they made their first. I think their iphone strategy was to offer an improved version of the smartphones on the market. Offering the customer a better and more exclusive mobile phone where the user experience was in focus.

RESEARCH: I think they compared their product with others, both technology and design. So Apple could come up with a new and better product than those already on the market.

QUSTION 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 Apple logo is elegant and clean. Just like the design of the products. The logo is simple, which makes it fit well with the appearance of the products. Whether it’s a mobile phone or a Macbook.

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