understanding ideals.

The second learning activity assignment we got this week was to understand ideals. We was supposed to visit a well know retail outlet where their products are being displayed or distributed  Since we dont have any shops like that here where i live, i decided to drive to Trondheim, where they have many shops just like this task asked about. I chose to take H&M. (Before going to the shop we should determine the following about their brand identity and, once at the shop, evaluate how they remain true to their brand identity or not.)

A) What brand identity element are they using in their logo, (abstract mark or word mark?)

The H&M logo is a word mark.  Just like the logo of Coca Cola and Google. Simple red letters on a white background.

B) What do you think their brand ideal is?

“Our business concept it to offer fashion and quality at the best price” So i assume that their brand ideal is what they´ve said (quote)

C) How do they remain true to their brand ideal whitin their shops?

My experience with H&M is that they promise what they say. They produce quality products and keep the product at low prices. 

D) Evaluate the customers experience according to the brand ideal (For example, if the brand ideal is “innovation”, do you get a sense of that ideal when you visit the outlet?)

“H&M offers customers inspiring shopping experiences in 51 markets, as well as through a growing shop online. The store that opened in Västerås in Sweden in 1947 has become a global fashion company. Expansion is long-term while maintaining quality, sustainability and high profitability.” Everytime i´m at H&M the store always is very organized. The staff is very helpful if there´s anything the customers need help with.

E) Evaluate the visual display of the products according to the brand ideal, (For example, if the brand ideal is “value”, is this expressed in the way they display the products?

“Displays, both in windows and inside, put parts of the current in-store selection in focus and provide styling tips and inspiration. Global display guidelines are created in a large “test store” near the H&M Head Office in Stockholm. Displays are changed frequently and themed around an association or a feeling, but always keep the clothes in focus.” It´s easy to see in the shops what news they have, and what´s on sale. Something else i like about some of the shops, is that they have organized it, so one floor is for children, one floor is for men, one floor is for ladies, and one floor is for hair products, make up, accessories and so on.

( I asked if i could take some photos inside the shops, but one of the staff said that i could take a photo at the logo, so i did. And you can see a bit of the shop. This was the Accessory floor.)

understanding positioning.

The first learning activity assignment we got this week was to understand positioning. We were given three task, were we should explore different brands and give it our thoughts.

1. Look at the following logos and explain in your own words what you consider their positioning to be. 

Coca Cola is the most known and sold soda in the whole world. Everyone knows the logo and the design. The company offers the product in different sizes which gives the customers the freedom to chose the size they prefer.

Volkswagen is a german brand and one of the worlds biggest car manufacturers. They produce everything from cabriolet to estate to work vehicles. The german cars is often associated with good quality.

Visa makes it easier for people to shop in everydaylife. A visa card has more than one option. Either, you can have a bankcard or a creditcard, something that the customers can choose on themselves.

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.

Apple is a american company. The Iphone is designed and marketed by the Apple company in California, but its manufactured  in China. The Iphone characterized by the big touch screen and the apple logo on the back of the phone. The first Iphone was produced i 2007. Since 2007 they have produced six telephones, that is: Iphone, 3g, 3gs, 4, 4s & 5.

Apple is a big company who developer and sells eletronic, such as telephones, tablets and computers with accessories. Apple was founded in 1976 by Steve Jobs, Steve Wozniak and Ronald Wayne. The first computer has developed from the first Macintosh model which was developed in 1984 – to the current Macbook pro.

• Describe its brand identity – exactly as you see it

The logo is an apple, but it´s looks like someone has taken a bit of it, it´s not an “normal” apple. It´s a simple logo who everyone recognize when they see the different products that Apple sells.

•  What do you think its positioning is currently

Apple is looking to deliver simple quality products which the customer easily can learn. They have focus on design and good quality. Apple compete hard agains Samsung, about deliver the best product.

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

Apple´s strategy has been the same all the time, i guess. When they releases a new product, they don´t change much on the design, or the product. But they chose to make bigger processor and better storage so that the products is faster and last longer.

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

I reckon that they have researched the market, so that they know which design and comfort which will be the best for the customers. They have also improved the Iphone, so they know what the next product can handle.

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 think both the phone and the logo fits good together since they both are simple and classy. The simple is often best.