UNDERSTANDING BRAND MARK MARKET POSITIONING

Five Guys vs Jollibee

A brand mark is often the first impression customers have of a company. More than just a symbol, it is a visual tool that conveys values instantly and shapes how audiences remember a brand. Psychological studies suggest that people are more likely to recall symbols with distinctive features. Whether it is a minimalist wordmark or a friendly mascot, these visual elements serve as memory links between the brand and its audience.

This article explores brand mark market positioning through the examples of Five Guys and Jollibee, showing how two very different design strategies lead to distinct market identities and highlighting how your own brand mark can communicate your positioning effectively.

Image credit : https://1000logos.net/five-guys-logo/

Five Guys: A Minimalist Wordmark and Its Brand Mark Market Positioning

Five Guys is known for its commitment to “fresh ingredients, made to order.” Its brand mark features red-and-white colors, an all-caps sans-serif typeface, and no characters or illustrations. Often paired with a red-and-white checkered pattern, the design is clean and direct.

This choice reflects a very clear brand mark market positioning:

Positioning Core: Professionalism, quality, and pragmatism.

Brand Values: Fresh, authentic, and straightforward. The product itself is the brand.

Target Audience: Consumers who value food quality and authenticity, such as young professionals and fans of classic American dining.

Strategic Intent: A minimalist wordmark that transcends language and cultural barriers, ensuring instant recognition in international markets.

Image credit : https://www.prnewswire.com/news-releases/jollibee-launches-its-franchising-program-in-the-us-302397802.html

Jollibee: A Mascot Logo and Its Emotional Brand Mark Market Positioning

Jollibee is more than just a restaurant chain. It represents the “taste of home” for many Filipinos. Its brand core is built on family, joy, and hard work, carrying strong cultural and emotional significance.

Its brand mark is a smiling bee mascot paired with rounded red lettering, projecting friendliness and happiness.

This design communicates a very different brand mark market positioning:

Positioning Core: Emotion, family, joy, and cultural belonging.

Brand Values: The bee symbolizes teamwork and diligence, perfectly aligned with the name Jolly + Bee.

Target Audience: Primarily families and parents with children, while also resonating with customers who value cultural identity.

Strategic Intent: A character-based identity that fosters emotional resonance, positioning Jollibee not only as a meal provider but as part of joyful family gatherings.

Image credit : https://www.chowhound.com/1751970/five-guys-secrets/

Differences in Brand Mark Market Positioning

These two cases show that brand marks are not merely visual choices. They are direct extensions of market positioning.

Five Guys communicates a pragmatic, “the product speaks for itself” attitude. Its minimalist wordmark emphasizes professionalism and quality, appealing to customers who value authenticity and reliability. Jollibee, on the other hand, uses its smiling bee mascot to embody “joyful family dining,” creating emotional connections and cultural resonance with its audience.

The former builds trust through product quality, while the latter wins hearts through emotional engagement.

Image credit: https://vietnambiz.vn/jollibee-bao-lai-tram-ty-nhung-bi-mao-danh-thuong-hieu-tran-lan-o-viet-nam-2025514101718831.htm

Takeaways for Businesses

If your brand emphasizes professionalism, quality, and efficiency, a minimalist wordmark may be the most effective way to focus attention on the product itself.

If your brand highlights emotion, culture, and friendliness, a mascot or character-based mark can quickly create stronger connections with your customers.

Conclusion: Back to Your Brand

A brand mark is never just an aesthetic choice. It is a reflection of market strategy.

Five Guys uses a minimalist wordmark to say, “the product is the brand.”

Jollibee uses a cheerful bee to convey “hard work, joy, and family.”

Though their approaches differ, both succeed because their brand marks authentically reflect their market positioning.

👉 Does your brand mark truly align with your market position?

Share your thoughts in the comments or contact us to book a free five-minute brand consultation, where our designers will help you assess the direction of your brand.