Question

discuss a company/brand (other than Apple) that you think is using “design” as a way to differentiate themselves. Explain how does that benefit the brand

Answer 1

There are numerous brands using design for differentiation. For instance, for Coca Cola Company design of their Coke bottle plays very essential role. The design is so specific that it sets it apart from any other soft drink. Coke is also represented by the popular red can design which makes it remarkable. In contrast, Pepsi has blue can which may be seen as their design for differentiation. This is exactly the point and the meaning of the brand design. Although both Pepsi and Coke are dark sugared water with more or less the same taste, it is the brand design which significantly differentiates these brands.

The same thing with parcel services. The three well known parcel companies Fedex, UPS and DHL all offer more or less the same service, which is package pickup, transport and delivery to particular location. However, all of these companies are very significant for their design that effectively differentiate them. Fedex is known for its distinctive purple and orange colors. DHL vans, planes, packages and uniforms are clearly red and yellow. And finally UPS that is remarkable with its brown trucks and uniforms.