Learning Activity – Understanding positioning

Task 1:

Look at the following logos and explain in your own words what you consider their positioning to be (do this for each one).

Coca Cola


I consider their position as the first choice of refreshing cold drink. “Always Coca Cola” was their slogan for a while and they often show happy people drinking it from glass bottles and cans.



Cars for the people with innovating accessories. Their car model Golf is unbelievably popular and they strive to be a family favorite with the Passat. They often highlight new technology and accessories in their TV-commercials.



I don’t have a good reason for this opinion other than that my bankcards have always had their logo on them, but I think of Visa as a safe way to pay electronically. If you compare it to MasterCard it just depends on what you prefer, since they both can be used as payment methods all over the world.

Task 2:

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


Simplicity – functional – Stylish – innovating

They are the Rolls Royce of technology. Premium hardware and software that often cost the double of their competitors. They only sacrifices to make their products better, not to limit them. An innovating design decision may cost them a lot in production, but it creates the premium experience that Apple is known for.

What do you think its positioning is currently?

It used to be a product for people that had to have the lasted and coolest technology. These days the iPhone is a product for everyone, even your grandma.

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

You don’t buy a smartphone, you buy an iPhone. The first iPhone wasn’t the first smartphone, but they engineered it to be so unique that you couldn’t help but think it was. The strategy was to make it easy to use.

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

Apple reinvented the (smart) phone as three things in one: An iPod, a phone and a breakthrough Internet communicator.

They built a new user interface unlike anything else in the market. They set the standard for how easy it should be to use a smartphone.

On the hardware-side they chose a touchscreen instead of a qwerty-keyboard, and the phone only has physical buttons for home, volume and sleep-wake.

All this decisions was based on years of research. Apple has made revolutionary products with the idea of tackling problems in new ways and therefor they are known for their ability to understand what people want without them telling them directly. If you study people, they will tell you more truths trough meta-data then by answering your direct questions.

Task 3:

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 logo is an simple artistic icon that’s always placed in a wide open space, like the back on an iPhone. It stands for something beautiful, clean and clear. The apple is a reference to sir Isaac Newton. On the original logo there was a phrase that said:” Newton… A Mind Forever Voyaging Through Strange Seas of Thought … Alone.” This can be related to the pioneering within product design that Apple is known for.

Fun fact: Supposedly the bite in the apple is there to not confuse it with a tomato or cherry.


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