Learning Activity – Understanding positioning

In this LA we were to do as follows:

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


    1.  The Coca Cola Company has managed to establish itself as the leading soft drink manufacturer in the world. People can easily recognise the logo in red and white, and whilst The Coca Cola Company produces a variety of different soft drinks, I think the recipe for the original Coca Cola remains the most popular. They have managed to manifest themselves as a “go-to” drink at any kind of events and people of all ages have some kind of (nostalgic) relationship with the good ol’ “Coke”. The way they have marketed themselves throughout the years is remarkable as they have reached a wide audience with their commercials/ads.


The Visa card is something that is used all over the world and is one of the most preferred ways to pay for online merchandise. The logo is easily recognisable and it is probably the card that is preferred for first time users of credit cards. The card is safe and easy to use and is accepted in most places that accept credit cards as a payment method. There are of course other safe and effective credit cards out there, such as the Mastercard, but Visa still stands as one of the leading credit card companies in the world.


When I think of Volkswagen I think of sturdiness, reliability and familiarity. Volkswagen was founded in 1938 and was meant to appeal to the middle class. I mean, who hasn’t been in the backseat of a Volkswagen at some point growing up? In recent years Volkswagen has both gained and lost popularity. The fact that they were late to introduce SUV’s had a negative impact on their brand, but they are now focusing on becoming one of the largest e-mobile manufacturers in the world.


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
  • What do you think its positioning is currently?
  • What do you think the strategy for this specific product was?
  • What research do you think was done on this by the company who made it?


I’ve personally owned an iPhone since 2008, and I would never switch to anything else. I love the iPhone and I love Apple in general. Apple, to me, represents simplicity and style. I think their phones are sleek and elegant without too much “mumbo jumbo”.  The interface is easy to use and navigate and Apple continuously work on bettering their designs.  The user friendliness and experience is something that Steve Jobs worked on from the early stages of Apple products, and it’s a legacy that the company continues to carry.

As a global household name, I think Apple’s positioning today is it’s extreme user friendly interface system teamed with elegant design. The fact that the iPhone interacts with other Apple units via the OS system is another thing that makes the iPhone stand out.

I think the strategy was to revolutionise the phone and combine it with new technology that enabled the user to connect with the world in a whole different way than ever before. They implemented the iPod, touch screen, email, a true web browser, maps and so much more into the iPhone; No one had ever experienced such a thing before. It was the first smartphone as we know it today, created 11 years ago by Steve Jobs.

Apple has always been keeping a close eye on their consumer base, and responding to consumer demands by evolving their technology even further to not only accommodate their customers, but also as a response to their competition. It was in the cards that Apple would take the popular iPod one step further and implement it into the new iPhone and further develop it’s features that allowed the phone to no longer be “just” a phone, but a communication tool far beyond dialling a number.

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 logo (an apple with a “bite) has been subject to various myths regarding it’s symbolism. However, the creator behind the logo, announced that the “bite” was just there for scale, so it wouldn’t look like a cherry. It wasn’t until later on that a colleague told him that “bytes” were the “foundation stones for computing.” It fit well. Along with the nice, crisp design of the apple, you can get a sense of serenity and nature, and the simple, clean approach to the technology and design of the Apple products.






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