Understanding positioning

This learning activity consists of three parts. Topic for this double week is branding and 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).

Instagram is a photo sharing platform which allows users to upload photos and videos, which can be edited with filters. Posts can be liked and shared by others.

Their logo gives me immediate association with a camera since the white square and circles looks like a polaroid camera. Colours used in the logo are bright and youthful which makes me think that this app is meant to be fun. I think that this logo mirrors their identity and values.

Mercedes’ logo gives me associations with luxury, style and great engineering. The 3 pointed star is sleek, minimalistic and timeless. This logo does not give direct association with automobiles, but it gives the feeling of luxury and I think this is what this brand wants customer to feel. 

I think that mastercards’ positioning is unity and trust when it comes to transactions. The logo consists of two circles that meet each other in the middle. I think that this symbolises connection between them and customers and it gives a sense of trust.

2. 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:

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

iPhone’s brand identity is very exclusive. It is a revolutionary smart phone that is leading the smart phone market today. It is built with premium materials that feel nice in hand and have amazing functions that are constantly being upgraded. This adds to the exclusive feeling and gives user an emotional connection.

• What do you think its positioning is currently?

Their products are innovative, high quality and easy to use with a simple and elegant design. They are constantly upgrading technology inside iPhone to make sure that loyal customers enjoy their products.

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

I think their strategy was to always be one step ahed of the competitors. They wanted to offer customers something that only they had.

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

I think that they analysed every product on the market and saw what was working and what was not. They researched all of the competitors and what they were doing with their products. They probably took already existing technology and simplified it so that the user would not have hard time using their product.

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 first thing that comes in mind when I see this logo is literally an apple since company is name “Apple”. The logo is really obvious and identifies the brand really well since it doesn’t need any text to explain it. The bite gives it a more creative twist which gives a feeling of uniqueness and it makes logo easily recognisable.