Understanding Positioning P.2

Assignment: 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?

iPhone-5s-ad

Describe its brand identity – exactly as you see it:

As an avid PC user I may be biased – but outside of that I would say that the brand identity of Apple is that of hyper-simplicity, ‘hand holding’, iconic style, user friendliness and high social status/income of the desired demographic.

What do you think its positioning is currently?

Apples positioning is that of simplicity, cleanliness, durability, easy to understand interfacing and establishing an iconic status. It achieves this by leaning there marketing on color tropes, monochromatics, simple poignant statements, bold forms and consistency in advertisements.

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

Apple is unapologetic for being more expensive than its competitors, aligning itself as a status building object that is a ‘necessary luxury’. By other companies this is a oxymoron but Apple is giving a sense of justification to the middle and upper classes, promising their demographic stability and style.

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

Not only do I think – I know a colossal amount of Apples resources goes into market research – and they are often at the cutting edge. While their central demographic is males over the age of 25, every age group and gender benefits from Apples targeted marketing with their simplistic designs and concise marketing. Their central focus in research must be the demands, needs and expectations of young professionals, whose needs and wants are as vast and growing as their pocketbooks.  Due to their focus Apple ensures they are at the cutting edge of technology, convenience and design to attract their prime demographic while being approachable and disarming enough to have mass appeal.

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.

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It goes without saying that the Apple Logo is Iconic in the extreme, only at the very beginning did it NEED the add on ‘Apple Computer Co’ and then afterwards the image of the apple itself was enough to associate it with the product.

Adam and Eve indulging in the Forbidden fruit of knowledge.

Adam and Eve indulging in the Forbidden fruit of knowledge.

The logo itself lends itself to being iconic by its sleekness, cleanliness and taps into the social subconscious by making parallels between the tree of knowledge/bite from the forbidden fruit from the garden of Eden. In some ways this could be construed as a vice, that the company is conglomerating the very thing that is the downfall of man, but in reality I think it only goes halfway by aligning itself with potentially limitless knowledge.

While I’ve always though this was its meaning it may have not been the initial intent of the company to conjure up that particular social idiom, they have in the end perhaps inadvertently become the undisputed figurehead of that very thing.

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