Understanding positioning


Brief: Look at the following logos and explain in your own words what you consider their positioning to be

(c) Noroff


Coca-Cola is a strong emotional brand. It targets the whole family and positive concepts. It is associated with “hapiness, love, good feelings, relaxation, friends, fun and excitement”.


Perceives to be an established automobile brand that screams “affordability and reliability”. It targets the middle class people and delivers quality and safe vehicles.


Visa’s brand positioning lies in “accessibilty, availability and convinience”. It targets everyone of legal age and everywhere in the world promising safe and easy transactions. The brand is assosiated with cards and payment.

Task 2

Brief: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

Is a famous icon that embodies innovation, dependability, trust and class. It is a well-known brand that resonates the word “luxury”.

What do you think its positioning is currently?

I think that they are focused on the lifestyle and innovations. They hold the number one spot for most sought-after mobile brand. Although it is also know as a very expensive mobile brand, people are willing to pay for it because of the features and the promises that comes with it. Luckily, I do think that they deliever.

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

They target the professional, teenagers, celebrities and people who can pay for their product. Their initial target was the people who loves music hence the iTunes library where you can download music. They also listened to customer’s complains to make their product better. They enhanced the product’s speed as an example.

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

One of the things that I admire with this company is how they listen to the critiques and complains they recieve with a current product and take it with them to the next product. People who also works in the company can also raise questions and suggest thru their internal system called Can We Talk. Although not every feedback was taken to considerations, It still showed that they value their customers which leads them on trusting the brand. They also did went beyond their competitors by making sure that they are ahead.

Task 3:

Brief: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 is an iconic brand making themselves one of the most valued brand in the world today. Their brand can be recognized everywhere and are famous for its minimal yet stylish design.

The first logo was created by Ronald Wayne, one of which co-founded Apple in the early days in 1976, featuring Isaac Newton. It find it complicated and not fitting for a computer tech company. It was later replaced by an apple, with a byte as their advertising motto. I think that this was interesting but I agreed that it has too many hues and was hard to print. They ended up with the simplest in 1997 – the solid white which I think landed well . It was easy to recognize and is iconic too. They minimally changed the colors but was consistent to the logo itself. The visual element they produced was slick and had a good “feel” to it.






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