LA: Understanding Positioning

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 logo represents “the real thing”, which is a motto by the company. After the failure of “the new coke” this was important to display in the logo. The logo is famous and suggests originality and history. Therefore, this company is considered the classic soft drink. The logo is simple and recognizable, bold and stylized, with a unique font and two simple colours.

VOLKSWAGEN

This logo has strong and symmetrical lines, which suggests quality engineering. Their positioning seems to be quality but affordable where the logo displays simplicity in both design and colour. The company name itself translate to “the people’s car”, this suggests that this is a car for everyone. The logo is iconic and symbolic, its shapes represents an idea. It is comprised with the initials of the company, but not the full name, suggesting “this is all you need”.

VISA

This logo is strong and the company name is very central. The colours are not “standard”, which means it will be recognizable, but the colours are comfortable to look at which suggests ease of use and a trusted company. Their positioning seems to be easy and international, a product for everyone.

 

2. APPLE

1. 1. • 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: Luxury, high end, “Silicon Valley” innovative, premium, a “must have”, pack leader, genuine.

Positioning: Premium products made of quality. The latest inventions that one must have. Also simple and user friendly, for everyone.

Strategy: Simplicity, ease of use, accessible. Premium built quality, all in one device. The only thing you need.

Research: Preferred interface method, latest product features. What do people want? Form vs function. Customer preferred colours, shape, and form.

 

 

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.

APPLE LOGO

It is a simple shape of elegance. The purity and simplicity suggest premium. “It just works” as the founder of Apple said is reflected in the logo where there is no need for extravagance, its just Apple and it works. The logo could suggest an elitist attitude, as saying “this is us, enough said”. The logo simply shows what you will get by just being purely visible.