LA04 – 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).


The Instagram logo is a symbol. They have used a simplistic camera symbol with a lot of vibrant colors. The logo clearly symbolizes what Instagram is all about. The app is all about sharing photographs hence the camera. The use of vibrant colors is probably to attract their target group, the younger generations. The vibrant colors make the app look entertaining and intriguing, giving off a young and fun vibe. 


The Mercedes-Benz logo is a symbol. The logo of Mercedes-Benz has reached a point where it is really recognizable. The three-point star in the circle is recognizable for a lot of people. I have no interests in cars whatsoever, but even though I don’t know a lot about cars, I immediately thought of Mercedes-Benz when I saw the logo in this assignment. They have managed to be consistent throughout the years, without changing their logo too much, and thus making a brand that is recognizable to a lot of people.


The Mastercard logo is a symbol and a wordmark. Mastercard in their logo have combined their name with the symmetric logo. Their use of round shapes and warm colors in their logo bring a sense of comfort and safety to their customers, and in their consistency establish trust and make themselves look like a reliable company. 

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

I would say the iPhone’s brand identity is innovation. They see something and want to create ways to improve it in ways that does not seem possible at the time. By thinking outside the box, they create new products that are useful for everyone, every day. They create things that people previously didn’t think they need, but now they can’t live without it. They started with the iPod but knew that its lifespan was short. They saw people carrying both their phones and iPods and wanted to combine the two. And as a result, they changed the phone as we knew it, and it resulted in a phone that has everything you would need. Why limit the phone to texts and calls when you can do so much more?

What do you think its positioning is currently?

The Apple iPhone is easy to use although it can be used for a lot of different things. Its design is simplistic and clean while bringing a sense of luxury. They make complicated phones with a lot of functions, but still manages to do so in a way that makes it easy for the customer to use to its full compacity. It’s sleek and uncomplicated design also reflects this.

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

Apple iPhone and other Apple product for that matter has targeted creative people. Everyone in creative businesses to people with creative hobbies. This strategy has worked as many people often strive to be creative, as creativity is a desirable trait to have for many people. So, by buying the products one would look like a creative and interesting person. When making this phone Steve Jobs took inspiration from tablets which are often used by people within creative fields. 

When it comes to marketing. Apple has been very sneaky and clever. They never have any ads for their products. If you have seen an ad for apple products, it has been made by the operators who sell them, and wants to advertise that the phones can be bought from them. Even though it is the operators who advertise, they still have to follow marketing guidelines from Apple. By doing this Apple have control over how their products are advertised while not paying a dime for the advertising.

They have also been using what is called a Exclusivity Technique with a few tweaks. This has resulted in what might have been the most successful, and probably low-cost marketing technique of all time. They made their entire iPhone product range exclusive, even though it is the world’s most popular phone. They have deliberately been restricting the flow of iPhones. This resulted in a first-come-first-serve concept where Apple fans waits in line for hours on end when new phones are launched so they hopefully will be able to buy one. This again results in media coverage which is free advertising for Apple. Those who are not able to buy the phone as soon as it is launched has to wait weeks for the next supply of iPhones to the stores. This again results in free publicity on the Internet both buy those who share their joy of being able to get one and those who complain about not getting to buy one. This generates a big hype where people who are not that interested in the first place becomes intrigued and wondering what the hype is about. Apple has recognized the power influencers and bloggers have long before everyone else and has capitalized on it from the start. The divide between those who swear to the Apple iPhone and those who hate them and are fighters for Samsung or any other devices has also resulted in free marketing for Apple.

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

I think they have researched marketing extensively. They’ve probably looked psychological effects of marketing and researched a lot, both marketing that has worked and those that have had little to no effect to come up with such a brilliant marketing strategy and branding. To be able to create what they have done with absolutely no marketing of their own is too brilliant to be a random consequence. Extensive research has to have been made, and in typical Apple fashion they have thought outside the box and come up with a fantastic strategy. Really. I’m in awe and have spent way too much time reading about it.

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.

From what I’ve read. The logo has been a widely discussed subject and attached to many conspiracy theories, but the thought behind the apple is really simple. After a visit to Oregon and a place he called an “apple orchard” he suggested the name Apple Computer to his co-founder Steve Wozniak and after a brief discussion the name was born. The designer of the logo, Rob Janoff, added the bite in the apple so it would still look like an apple no matter the scale of the logo. Without it, it would be too easy to confuse it with a cherry when the scale was small. They first had a really different logo which was way to detailed to be scaled too small, and really didn’t fit all that well. The simplicity of the apple fits great with the brand’s simple and sleak design.


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