Learning Activity – Understanding positioning
Our assignments this week
Look at the following logos and explain in your own words what you consider their positioning to be, do this for each one.
For starters, a definition – A ‘position’ for a brand logo isn’t a literal term but a marketing one. It means ‘what a certain brands identity/look/logo is doing or saying that makes it’s target market buy it over its competitors’.
As far as brand positioning is concerned, Coco-Cola has the firmest grasp on their demographic than any of their competitors. Coco-Cola, throughout its entire history is most consider the single most successful marketing campaign for simple product every made.
Coco-Cola is not a drink.
It’s not brown sugar water.
It’s heritage, family, Christmas, Santa Clause himself. Its trust, its consistency, quality, warmth, safety, boldness.
It’s success, power and friendship.
Other companies that sell the exact same product are viewed as cheap, lacking in quality, soulless copies devoid of heritage and trustworthiness. Coco-Cola are the gold standard in brand positioning and very few can even come close to their success.
Volkswagen Automobile company
Volkswagen positioning is unique in that it ties two things that make it attractive compared to its competitors, it has heritage and it is inclusive instead of exclusive; exclusivity being a namesake of heritage brands. The name itself Volkswagen, Car of the People conjures feelings of buying into a legacy shared by many.
From it’s iconic, clever logo which encompasses both the V and W of the name, connected but separated, it almost looks like a jubilant figure jumping in the air. Their marketing focuses on their strengths, long lasting and long loved designs, clean lines, the efficiency of german engeineering and craftsmanship
Visas logo, with it’s contrasting colors, sense of motion and expedience and bold lines represent the ethos of the company to a T. Visas image is that of strong reliability yet malleability and most importantly the ‘ticket to freedom’.
It gives the impression that it gives the user the freedom to do things outside of their current financial situation, it also gives the impression that these luxuries are deserved.
Visa also spends a lot of marketing on ‘living your dream and attaining your goals’ by way of having the means to do so.
Visa also spends a lot of marketing on ‘living your dream and attaining your goals’ by way of having the means to do so. Visa does this collaborating itself with timeless noble institutions such as the Olympics and various sport ventures.