Learning Activity: Understanding Positioning

Understanding Positioning:

In this Learning Activity we got three point to complete; The first was to explain the positioning of the three logos shown (pictures below), the second was to take Apple iPhone logo and reserach and explain some of the brands identities, positioning, strategy etc. The third and last was to explain the iPhone logo fits with the brand identity.

Part One: Positioning

Instagram:

The logo shows simple and expressive colors with forms that make up what they want to show themselves to be; a visual representative on the internet. Instagram is a visual social site that focuses on pictures, videos, illustrations and the like. The form the logo takes, from the playful colors and figures is indeed a camrea; the icon for what they show in the page.
Instagrams positioning in my eyes seems to be an innovating, modern and simple way to connect people trought the most expressive ways; namely pictures. A modern take on the sharing and connection service that Facebook provides, only with the newer aspects of the younger generation in it.
A hip and modern page for people to share their lives and experiences through expressive forms.

Mercedes:
Mercedes is in my eyes a professional and strong logo that gives the impression of reliability and quality of product.
The logo is a strong and sound symbol with only two object that make it up; a circle and a three-pointed star. It is very firm and professional, straight to the point, and is one of the reasons I feel a strong sense of quality and reliability when I see it.

Mastercard:
Mastercard seems to be a titan in the world of transactions and payment. It is a credit/debit-card company that pushes the boundaries for the smartest, easiest and most profitable connections between the company and its consumers.

Part Two: Apple iPhone

The iPhones brand identity is for me a clean, innovative, modern and advanced piece that strives to be at the top of its field. Its design made for simplicity, trendy, user-friendly and strong is second to none.
The logo is an apple with a bite taken out of it and represents Knowledge, in reference to the Apple of Eden. This is their tell to them using the best technology available, and giving us a reassurance of getting the best product out there.
The colors used in both the iPhone and logo is simple and clean contrasts (black logo, white phone) that makes it look modern and friendly to the eye.

Current Positioning:

The current positioning of iPhone is one of luxury. The current new iPhones are a expensive and luxurious piece of techonological advancements with top quality parts and design. Its at the top of its field and will always get people to buy the newest addition to the iPhone family each year no matter the price. People pay for quality, and everyone knows that iPhone is a top quality modern piece that gives you a status phone.

Strategy for Product:

The strategy of the iPhone is manyfold, such as it is with all products out there. It focuses on the improved experience for the users.
In the past Apple released iPhone products bi-yearly with sub-titles to existing titles in-between the years of the main titles. Then after the next main title comes the next year, the cycle repeated. These major titles that were released were the call to those who stay with Apple to change to the new and better device now out. This has changed a little in the later years with Apple now releasing main titles every year, and instead of bi-yearly sub-titles to already existing ones, they release the new phone with an *premium* edition of the phone itself that cost more.

Since iPhones are not actually marketed towards all earning-classes they make up for this by giving the phones three different storage options, each with a different price-tag. This eliminates the substantial loss they would have made to only making one phone with one price, and thus capitalizes on this to gain even more money.

Research:

When Apple created the iPhone they had a lot to research and consider before releasing a full product.
Some of the things I believe they had to research were the market for these new touch phones in general. It was an unknown thing to the world, but many of the touch phones at that time did not have the best reputation of stability and reliability.
They had to research which market to releaset his new device in. Jobs expressed his concern for going in the PDA market with the iPhone, as he thought it would be a bad match for it. Apple aso knew that this were not going to be the first phone to have email, mobile Web, and touch-screen, but they had to make up for it with the improved user experience and interface for the users and so had to get a good grasp on the different interfaces and phones out there already using these.

Part Three: Logo

The Apple logo has gone through many iterations over the years, but the current one is a modern, *flat*, single colored and simple apple.
Based on the identity of the brand the logo has many interpretation of meaning, such as;
-Apple that hit Issac Newtons head. The man who revolutionized science forever.
-The Apple of Eden, symbolizing Knowledge.
-Alan Turing, the modern computings father, that ate a poisoned apple that led to his death.
No matter how you interpret it, this logo represents knowledge and a drive force to the future.

The colors of the logo is plain white, black or grey/silver. It is a simplified modern logo with no intense forms or shapes. It feels as *clean* as the design and experience that the company is going for when making the products themselves.