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: Its an app for smartphones that focuses on taking fast pictures and posting them on a social media. I believe the logo represents a polaroid camera to highlight the matter that the pictures can be posted right away just like you get the picture right away with a polaroid. Hence INSTAgram, instant. By using the polaroid camera and using bright different colors Instagram wants to yank in a younger audience, where they can display there lives and edit as they wish.
Mercedes-Benz: The star in Mercedes in both elegant and luxurious, just as there cars. It represents high standards and much thought and focuses on people with more then an average income.
Mercedes is well known and therefore doestnt need the name under the logo, making the brand development an successfull story, not only in the car industry but also the rest of the world.
Mastercard: The Mastercard logo is to be seen everywhere and that’s exactly what they want. Credit card is something most of us use, and Mastercard is probely the most famous of them all and pioneers in there way. The logo is to parallel circles overtopping each other, simple and easy design. I also believe the circles could be to coins adding on each other, representing earning money, but that’s only what I believe.
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
Strong, independent, elegant and sleek, high quality and expensive but user friendly to appeal to all who wants to use it. I believe that Apple is deviating from there brand by becoming too greedy in the marked and you can see that with the prices on the iphone only getting higher but the quality is getting worse or stays the same. But still, Apple has a good hold on there costumers including myself.
- What do you think its positioning is currently?
I think that iPhone has a really strong position in the marked, maybe the still the strongest but by increasing the cost by much it has let other contenders get a great foothold. Apple is user friendly and therefore has the ability to keep the users buying there items, the iPhone goes its own way and people are satisfied with that. The iPhone is elegant and sleek and looks more luxurious then its contenders, combining looks both outside and inside (also the user friendliness) keeps us coming back for a new one each time.
- What do you think the strategy for this specific product was?
I think the strategy for making the iPhone was to make a phone that’s more then just a phone that can call and text, but making a device that could make the everyday life much simpler by also adding a lot more like fully working web browser, mail, better games, calendar etc. And making the screen the phone, text and all through touch screen, no buttons in front of the phone at all. The iPhone was the first of its kind and that strategy worked really well, adding to Apples giant success.
- What research do you think was done on this by the company who made it?
For this product to work and become a success I believe they spent a lot of time mapping what people used to keep life and track and researched how they could simplify it by putting it in a phone. Since the iPhone was the first of its kind I also belive that they used much time to develop and research the touch screen consept and how they could implement the touch screen with a great user interface and apps.
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.
I believe the logo fits with the brand identity because the logo itself represent the iPhone. The silvery apple, clean and elegant just like the iPhone. I can see how the Apple logo has changed in the years and followed it brands, not just the iPhone. Yu can see that Apple keeps the same kind of design on almost all there brands like the Macintosh, Apple TV etc. The clean and elegant look goes for all. And if you research older products the logo has the same kind of design and feel that products has.
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