Understanding Positioning

Introduction

For the first Learning Activity from these two last week we were going analyze three logos and figure out what their Brand Positioning is. We were to take this even further by taking a deeper dive into Apple’s iPhone brand. I will copy the assignment text to frame my analysis.

Brand 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

Instagram is a popular photo- and video-sharing platform, but much more than that, it’s also a social media that’s easy to use, and is for everyone who likes even a tiny bit of photography. With just a few clicks you can take a picture or video, and then upload it instantly, which makes it easy to use for all ages. The user base range from amateurs to professionals, and those who use it primarily as a social media. It creates a community around sharing images, and inspires creativity.

The Instagram logo is mainly a simplification or abstraction of an analogue camera, which tells me this has to do with photography. All the lines are rounded, which implies that this is something easy to use or a friendly place. The background has a gradient of warm colors, like a sunris, which tells me this is something welcoming, freeing, something for everyone.

Mercedes

The Mercedes star has thin lines, and strong, sharp and symmetrical shapes, which hints at razor-sharp and sturdy quality. The stainless steel/silver gradient makes me feel like this is something expensive and exclusive. The star is symmetrical, with three perfect angles, which is suggest order, stability or sturdiness.

While Mercedes has a lot of competitors, it has established itself as a long time luxurious and durable brand of cars, for customers who want something extra. It’s more expensive than many other brands, but is still accessible to customers of the middle class.

Mastercard

The Mastercard logo has two overlapping circles, suggesting unity or connection. Two simple shapes, might suggest ease of use, or a friendly business. The logo itself doesn’t tell me much more about the company, but the logo itself is very recognizable.

Knowing that Mastercard is a credit card company, I can interpret the red circle as transfering color to the yellow circle, because the colors mix, suggestion close communication with the user and the bank. The choice to have a warm yellow color is important, because it also makes the logo warm and inclusive, and it makes me think they want to tell that they’re best at communication.

Apple’s iPhone Brand

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

They make the customer feel included in everything they do. The iPhone is an experience, rather than a product. Apple products are made to make you feel unique and creative. This is reflected in how the Apple stores and the web pages are designed, how the employees behave. Its accessibility and features are made to empower the users. You have everything you need in the palm of your hand.

• What do you think its positioning is currently?

Apple’s iPhone is on the forefront of technological innovation and intuitive interface design on the smart phone market, making it accessible so that anyone can understand and use the iPhone. It’s marketed as something personal and different, encouraging creativity and self-expression. It’s still riding on the wave that started when Apple launched their “Think Different” campaign.

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

The iPhone was designed to be simple to use, pleasing to look at and to offer extensive functionality. Navigating the interface is done by using simple finger gestures, and all the icons have been designed to make it easy to find what you want. They have expanded the customer group, by simplifying advanced technology for everyone of all ages and walks of life. They keep upgrading and innovating the iPhone all the time, with new features and more powerful hardware. Rather than just a phone, the iPhone is marketed as an assistant in people’s lives, and they continually research new functions that will enrich and assist people in their lives.

While the iPhone didn’t have any real competition in the beginning, they do now. Apple strive to be innovative with the iPhone, it’s easy to use and are made from durable, premium materials. They always try to be two steps ahead of their competition. The iPhone also has a strong brand loyalty and recognition, which they continue to take advantage of.

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

At the time the first iPhone was released, the company already had a big following, because of their line of computers and the iPod, so they probably researched their loyal customer base to see what they liked about their existing devices, and what they would like to see in a phone. Then they likely asked people of various ages, position, income etc. to find out who their target audience would be.

The iPhone actually started out as a tablet prototype, when Steve Jobs came up with the idea to use their research and turn the tablet into a phone. It was a revolution on the phone market at the time, with its intuitive interface and functionality.

They also most likely researched how they could streamline all the functions, and make them as user-friendly as possible, which is something you can see in things like the touch-screen gestures, where you swipe, tap and pinch to navigate, and the addition of “Siri”, the AI helper, which responds to your voice. They also likely asked what additional functions they could add, that would connect to people’s lifestyles.

The Apple logo

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 is commonly associated with knowledge, because of the story of Newton and how that falling apple inspired the law of gravity. There’s also the Biblical story of the Garden of Eden, and the fruit from the Tree of Knowledge (not specified as an apple, but it’s still the common perception). This suggests to me that Apple is a brand that is on the forefront of technology and innovation.

The Apple logo is a simplified depiction of an apple, designed by Rob Janoff. He added a bite mark to indicate that it’s an apple, and not something else. Simplification is something that can be seen in the design of the operating system of the iPhone, as well as its appearance. This makes it easy to use even for those with no prior computer experience. This applies to all of their products: simple and intuitive.