Brand Identity Prism Kapferer For Nike Running Shoes Marketing Essay

Brand Identity Prism Kapferer For Nike Running Shoes Marketing Essay According to Kapferers model, the brand identity prism for Nike running shoes has six dimensions which are physique, relationship, reflection, personality, culture and self-image. First, physique is the physical aspects and the main purpose of the brand; tell consumers what the product is, what the product actually does and what the product carries value in the eye of customers (Krishnamurthi 2007). The physique of Nike running shoes is sport- running because that is what the running shoes being made for. It includes all the tangible things of Nike running shoes including Nike running shoes feature, look, color, design and quality which these add values to buyers as it wears for running. The second dimension is relationship. Customers can have a relationship with the brand because the brand often involve with transaction and exchange between people, particularly in the service and retail sector (Garg 2008). According Kapferer (2008), brands exist in the market because of communication, such as advertising and direct consumers communication. For our Nike running shoes prism, Nike maintains a good relationship with customers by creating memorable award-winning campaign such as Nike running marathon. Furthermore, Nike sponsors the athletes (focusing on individual athlete and their success) as well as sponsors the game, such as the Olympic game. The third dimension is reflection which means how the individual in the intended group of customers identify himself as a person in relation to the brand (Kochhar 2007). Therefore, every brand tries to design the product to meet the need for the targeted customer group as customer reflection is a good factor for being a strong brand image, so brands should control their customer reflection (Kapferer 2008). In this case, customers will be reflected Nike running shoes for dynamic lifestyle, for winning with cool fashion. Over time, Nike will use advertising to continue address our customer reflection, so as a result of buying Nike running shoes, customers will perceive their own identity to be dynamic and fashionable and certainly to win. The fourth dimension is personality which refers to when brands talks about its product and what kind of person it would be if it were a human being (Krishnamurthi 2007). Brand personality is described by using the features of customer personality which are directly related to the brand and is closely linked with self-image (Slideshare 2009). For our Nike prism, Nike brand personality may be that of confident, arrogant, aggressive and energetic. Examples of person it could be are Maria Sharapova and Roger Federer since these two tennis players have the personality of confident, arrogant, aggressive and energetic which these character can represent the Nike brand. Nike gives the attention to a specific sport, such as tennis, basketball and golf (Slideshare 2009). The fifth dimension is culture which is a set of values that the brand is inspired or originated from (Kapferer 2008). It can be said that brand is representative of its culture, including communication (Krishnamurthi 2007). For our Nike prism, Nike takes its culture from the American culture. Nike is a global brand that reveals its culture by which symbolizes the American way which is being individual and aggressive like Michael Jordan (Garg 2008). Nike has aggressive winner attitude that can be related to the American sport attitude. This culture will help Nike in the way to differentiate Nike from other competing brands, such as Adidas, as the brand culture indicates what values are included in the Nike products and services. In addition, Nike communicates with their people by relating it with cultural values by creating a provocative attitude by encouraging them to let loose (Just do it) (Slideshare 2009). Finally, the sixth dimension is self-image which means how the individual in the targeted group identify the brand in relation to himself and it is the internal version of reflection (Kapferer 2008). It is a certain attitude toward a certain brand. Customer self-image is important as customers are attracted to the brand in which they see their own traits (Kochhar 2007). For Nike prism, the person who identifies himself/herself as fun, smart and sport person will buy our Nike running shoes since customers buy shoes corresponding to their self-image. Nike shoes now have more fashionable running shoes rather than being only traditional running shoes, buyers of Nike running will try to prove themselves too that they are in-fashion, having their own style, as well as they are fit and sport person and feel fun and cool. When they wear Nike running shoes, they belong to a fashionable sport society. In conclusion, brand identity of Nike running shoes can be described by six dimensions of brand identity prism by Kapferer. Nike running shoes physique is sport (running) and Nikes relationships are campaign and sponsorship. Customer reflection for Nike are dynamic, winning and fashion, whereas, Nikes cultures are American and Just do it. Nikes brand personality can be represented by Maria Sharapova or Roger Federer and finally Nikes brand images are fun, smart and sport person. All of these six elements of brand identity prism help to understand the perceptions of the brand, Nike running shoes, in the customer minds which thus help to build a better brand image and position of the Nike running shoes at a better level. Word count: 1028

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â€Å"Knowledge is Power.† When people are asked what the key to success in life is, a few things come to their mind: being charismatic, being born into a wealthy family and knowing the right people, have a high paying job, or just plain luck. Although all of the above are true, the true key to success is knowledge. To have knowledge is to have options is to have power. Illiteracy is derived from the lack of knowledge or awareness from people. To eradicate the social divide and economic decline people must first be informed of the causes and effects of illiteracy to draw an affective solution. The impending threats to global infrastructure are not economic collapse, terrorism, climate changes, overpopulation, poverty, or even lack of fossil fuels; it is a deeper and simpler threat- illiteracy, (Top Ten List). The estimated cost of global economy is USD 1.19 trillion dollars. One-fifth of the world is suffering with illiteracy, which means there are more than 796 million people who unable to read or write, (Cree, Kay, and Steward). This large number can be attributed to many causes such as attitudes towards learning, geographical factors, disabilities, and gender bias, (Nayak). Problems are present in third world countries as well as first world countries. These people are â€Å"trapped in a cycle of poverty with limited opportunities for employment or income generation,† (Cree, Kay, and Steward). This cycle of poverty leads to other problems such as crime, dependence on welfare, health issues, unemployment or debt. Illiterate people earn about â€Å"30%-40% less than literate counterparts,† (Cree, Kay, and Steward). The income they make stays consistent throughout their lives. On the other hand, literate people make 2 or 3 times more than wha... ... affects economy because of lost profitability and productivity, (Cree, Kay, and Steward). Constantly having to fix mistakes and losing potential customers are an opportunity cost from having illiterate employees. The cost of finding a skilled staff to fix issues is very difficult for smaller businesses. Illiterate employees make communication harder and often miscommunicate causing internal problems. Illiteracy â€Å"costs a developed nation 2% of its GDP, an emerging economy 1.2% of GDP, and a developing country 0.5% of GDP,† (Cree, Kay, and Steward). Illiteracy limits the ability to access, comprehend, and apply health related issues thus resulting in a household with poor personal hygiene and nutrition. Illiterate people are trapped in a â€Å"cycle of poverty† and are more likely to turn to a life of crime and depend on social welfare and charity, (Cree, Kay, Steward).

The Person Who Changes My Perception About Writing

Alvinston anak Henry Stephen Ms Bobbi Olsen ENGL 150-Writing: Rhetoric The Person who Changes My Perception about Writing Writing is one of the medium that people use to communicate and express their ideas to other people. It has already been used since prehistoric time even though it is just through drawing but it has helped human to understand what has happened during that time and slowly after billions of years we have advanced to this globalized world that enable us to write in many different type of language and present our writing. Nowadays, through writing alone we can earn money.For example, Harry Potter author J. K. Rowling. In just a blink of an eye she became millionaire through her fiction book which has attracted people regardless their age. I learned how to write when I was in kindergarten or pre-school. That time I was around four years old. Everything is so mysterious to me because I was forced to learn a new language that is English. As for me, English is my third la nguage. The process of learning English is really annoying and difficult as I have to memorize and understand the meaning of each word. Moreover, the grammar makes it worse.That time, my brain only can focus on playing and joking around with my childhood friends. No one would care about the importance of writing when they were still a child. That goes the same for me. Luckily at home I have my parents and elder brother that help me with any task that is given by the teacher. Each of them has their own positive impact on my writing. But the person that has the biggest influence on my writing is my English teacher when I was in my primary school. I used to address her as Sister Wee. That is what everyone called her since she is a nun.She is a typical Chinese that have that pairs of famous small Chinese-looking eyes. She taught me English for six years since I was seven until twelve years old. Along that period of time, I have countless of unforgettable memory with her. Sister Wee was forty plus years old when I first met her. She is as fierce as the tiger even though she looked like an angel with her silky white nun habit. Even the car that she drove is white! I guess it is a Chevrolet coupe small model and I used to name it ‘The Unicorn’ because it has one huge antenna attached on the side of its hood.One funny thing about her is that she wears a pair of big spectacles that makes her looked like an old grandma and a nerd which is a hilarious scene for me every day. Her voice when she screams really can break glass into million pieces. The frequency is a bit high compared to an average person when they screamed. But that is good criteria as a teacher that as it makes me more alert in the class as I tend to get sleepy in the class. She was the one that taught me more in depth about writing.Without her guidance I would not be able to write a good essay because through her I learned how to construct a paragraph, what kind of information that I should i nclude in my paragraph and many other knowledge on writing that have been programmed and installed automatically in my brain throughout the years. I really enjoyed the moment when she entered the class and started to speak to the students. Because she was taught by some British nun when she was small, she had that British slang with her. Her strong and thick British accent is the reason why I enjoyed the class.Even sometimes my classmates and I try to imitate the way she speaks. That’s the funniest part since speaking in British accent need time to practice and we tend to make our conversation sounded so wrong. It just sounded like a dog trying to speak to a cat. But, imitating another person action is one of the ways how humans learned a new skill. It is so funny remembering the good old days. She was always into literature. Almost every day during class time she will read out some poem in which I always considered a waste of time as all my classmates tends to get sleepy hea ring that unrecognized, complicated and meaningless sentences.Just imagine how a child that is around seven years old can understand such a well-written poem by the infamous William Shakespeare. At that time I hardly can grasp the meaning of the sentence that is being used in poetry, but I know that the writer must be a really remarkable person especially in linguistic as they know how to manipulate and use words differently in their writing. The way how they wrote amazed me even until today. Through that method, she had unconsciously provoked my writing instinct and interest that has been buried and locked within myself.The only thing that I really hate about is the punishment that she gives to students. Every time the students make simple mistakes on grammar or spelling she will pinch their stomach, pull their ears or can them with ‘Rotan’. ‘Rotan’ is a type of climbing palms species that is so durable and elastic that always being used by teacher in my c ountry to punish students. Even I not excluded to get canned by her ‘Rotan’. Even though punishment is made to act as a reminder and to discipline a person but I really don’t agree using brutal force and physical torture will do any good.As a child, being punished really causes psychological effect on me. It makes me really afraid to study under her because always being haunted by the punishment that she will give if I accidently make any mistake in my writing. Despite all that, I still appreciate her guidance as she had taught me so much basic skills that I need to know about writing in English. That is why she is the person that had the most impact and influence on my writing. Her strictness in class is one of the main key points that I would say really had large impact on my writing.I always try to prevent making any stupid mistakes especially on grammar and spelling in my writing to avoid the punishment. I never thought in the end it will produce such a wonde rful result on the way how I wrote and expressed my ideas in my writing. She had helped me on how to develop my ideas each time I going to write an essay. That is really crucial as every essay must have a topic sentence and it must be clear so that the reader can know what the writer is writing about. Sister Wee also has makes me love reading. Since small, I extremely hate reading.I always run away every time my parents ask me to sit down and do some reading. But after I entered her class, I found that reading is important because it will help me to improve my grammar and vocabulary. She advised me to read some simple story book and slowly advance to next level. One month after that, I ended up reading a newspaper instead of simple story books. That was a shock event even for me because that time I was only a playful seven years old kid that can perfectly read and pronounce each and every word in the newspaper without making any mistake.Reading has remarkably helped me lot on improv ing my writing. This is how I improved greatly on my grammar and vocabulary. By reading books, we will unconsciously getting used to the correct way of writing a sentence and we will tend to write in the same manner accordingly to the memory that we had on our reading. Every time I encounter problem on my reading material, I always consulted her and ask about her advice. Other than that, every time I get my assessment paper back after she has graded it, I will surely read all the comment that she wrote about my essay and try o think about my mistakes and what should I do in order to improve my writing. Sometimes, she even talked to me individually about my writing and explains to me more in depth on what I should do to make my essay better and interesting to read by the readers. The way how she spoke and wrote really shows and proved that she had all the criteria that an English teacher should possessed. That is why I always considered her as my icon. One of her meaningful words tha t until today I still remembered, â€Å"Writing is the most powerful form of communication that we have in this world.We can do a lot of things with our writing. † Now, I really agreed to what she had said back then. It does make sense because writing helps us to communicate with deaf and dumb people. Other than that, writing also one of the tools that nationalist use to provoke nationalism. Just imagine with words alone nationalist can unify all the citizens that comes from different ethnics and religion to fight for independence of their country. Even to the extent of provoking a war! It has never come across my mind that writing has that much of power.Now, the knowledge and ability that I have on writing is basically all being gained from he. She is now almost reaching sixty years old. She currently lives in the convent about one hour drive from my house. I did manage to visit her before I came to United States to further my study. She was a bit shocked when out of a sudde n one of her naughty student came and visited her. I chatted with her for few hours about my life and what I have been through all these years. She was really interested looking on how I have been grown up from a naughty boy into a young man.Last piece of advice she gave to me, â€Å"You really make me feel proud as a teacher and don’t ever forget to go to church and pray when you are in difficulty because God is always here with us. † Droplets of tears flows down on my cheek when I walked out of the convent while trying to embrace the advice she had given to me. Nowadays I truly thanked her for all her endless guidance and teaching during my process of learning English. Without her teaching, I would not be able to go this far and writing an essay would be a troublesome task for me.

Ethical Issues in Counseling - 606 Words

Ethical Issues in Counseling There are many ethical issues that can arise during counseling. One issue that is fairly common is sexual attraction from patient to counselor, counselor to patient, or even in both directions. Even though an attraction may exist, this does not necessarily mean that these instincts will be followed in any inappropriate way. In fact attraction is a natural part of life and is impossible to avoid. However, any fulfillment of these desires is an unethical act that could not only be in violation of the code of ethics that a counselor is bound by, but it could also subject the counselor and their organization to litigation and legal action. It is important for a counselor to first recognize the sexual attraction and be aware of these feelings. It is often the case that a counselor will ignore these feelings or dismiss them given the rather taboo nature of the counselor viewing their patient as sexually attractive (Gallagher, 2010). The lack of acknowledgement of these feelings or urges can increase the risk that they could manifest. Identifying them is the first step in ensuring that appropriate responses can be developed that will allow the counselor to maintain their ethical integrity. Once the attraction is brought into the open there are many ways in which it can be handled. However, if the attraction is not identified then this puts both the client and counselor at an increased risk for damages to one or both parties. It is also common forShow MoreRelatedThe Ethical Issues Within Counseling891 Words   |  4 PagesThe ethical issues presented in this scenario is the following: Jay has disclosed to the counselor that he is contemplating suicide the same evening and the counselor is aware that he has attempted suicide in the past and has the means to carry out his threat (Argosy University Online. 2015). 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