Learning Activity – Understanding Positioning -week04/05

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

«Brand positioning has been defined by Kotler as “the act of designing the company’s offering and image to occupy a distinctive place in the mind of the target market”. In other words, brand positioning describes how a brand is different from its competitors and where, or how, it sits in customers’ minds.

A brand positioning strategy therefore involves creating brand associations in customers’ minds to make them perceive the brand in a specific way.»

From the article A Simple Definition of Brand Positioning

In the tide following Facebook’s success, Instagram arrived as a platform where images were all important. Instagram focuses on pictures from people’s lives, a way to visually communicate who you are or perhaps more importantly, who we want to be. A social media platform designed to fit the modern lifestyle where how you are perceived virtually is essential.

Mercedes dominates the upper-end car market, targeting a conservative and well off driver who wants style, comfort, and elegance. The logo’s style echoes the simplicity, quality, and timelessness of the design.

The Mastercard brand dominates the credit card market in such a degree that people associate their logo with the credit card solution. The simplicity of the design stands out like a traffic light, and people immediately know its meaning.

2.TASK: Let’s 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:

«In a press conference in 1981, there was a question from a journalist about why Jobs chose the name Apple. To this question, he answered, ” I love apples and like to eat them. But the main idea behind Apple is to bring simplicity to the public in the most sophisticated way possible, and that’s it, nothing else.” «

From Apple Logo Evolution – It started with a fruit

  • Describe the iPhone’s brand identity – exactly as you see it

The creators of the company Apple wanted to bring computers into homes and every day lives. Making computers, user-friendly, design, and innovation became heavily integrated into all products. When Steve Jobs returned to the company, Apple became the front runner in daily life technology, starting with the iBook, iPod, and iTunes. The iPhone combines these three products with the phone, creating a smartphone designed to be a tool helpful to everyday activities as well as shaping our new ways of communication and lifestyles.

  • What do you think its positioning is currently?

iPhone’s current position is well established as a front runner in smartphone design and technology. It is also a brand signaling style and personality. It’s regularly criticized for production damaging the environment and exploiting humans in countries like Congo. These issues haven’t so far made a significant impact on the sales or market position.

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

The iPhone aimed to be a vital part of everyday life, taking the idea behind the original personal computer to the next level – putting it in your pocket.

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

I guess research behind a product like the iPhone would likely have started with a question: How do people use computers currently? Does the present technology meet the needs? And what can the product give that people don’t know they need yet?
Questionnaires were probably made, and lots of ideas thrown back and forth. They must also have gathered the most innovative minds within the field to try to make the smartphone happen.

3.TASK: 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 an apple with a bite taken out of it. The apple represents the Creation Story in the Bible, how Eve ate the forbidden fruit and got access to profound knowledge, or as it were: knowledge of life and death. Combined with the simplicity of the design, this communicates stylized creativity and technology simplified, the very essence of the company’s production and products.

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