LA – Understanding Positioning

We were supposed to look at the logos of three big brands and try to understand their position. The whole concept of brand positioning is still vague to me and something I need to fully grasp. Here is my best try of understanding these three brands position.

Coca Cola
Looking at the Coca Cola logo and try to express the feeling I get from it is difficult, as I already have so many impressions of it. For me coca cola is a family brand, its biggest competitors being Pepsi who I feel target young adults and people in their early twenties. When I see coca cola I always think of Christmas because of the Christmas ads they always have. I’d also say that coca cola is a “high end” soda. It’s not expensive but other cola brands (that aren’t Pepsi) have to sell at a lower price to be able to compete because coca cola has been there for so long.

Volkswagen
I do not have a license so I do not know or have a relationship with many car brands. When I see the Volkswagen logo I just think of the old hippie truck, and that’s it. It’s difficult to know what position they have when you don’t have any relationship with the brand. Looking at the logo I have never noticed before that there is both a V and W in the circle.

VISA
Visa’s position is safe, trusted, reliable. If something is verified by VISA you know it is to be trusted.

The next assignment was learning and understanding Apple’s journey. When I was young, we actually had an apple computer, and I remember the apple to be very colorful. When I thought of apple I always thought of PC’s and a long time ago I even thought “iProducts” were from a different brand. Its current position is strong. People love iPhones and iPads. I’d say that the brand identity is pretty “hip” and is known for its good quality especially when working with creativity (art, photo, music etc).

The strategy for the iPhone was to bring something that didn’t already exist. Before the iPhone all phones had different shapes and forms. After the iPhone everything started to look more similar and as we now know our phones to be: flat and thin with a touch screen. I think their main target were young people that always want easy access to the things they think are fun and I think they researched the needs of their target demographic.

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