Brand Identity Prism Kapferer For Nike Running Shoes Marketing Essay

Brand Identity Prism Kapferer For Nike Running Shoes Marketing Essay According to Kapferer’s 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 â€Å"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 consumer’s 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 refle ction, 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 ins pired 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 (â€Å"Just do it†) (Slideshare 2009).

Infrastructure for Data Storage Essay Example | Topics and Well Written Essays - 1000 words - 1

Infrastructure for Data Storage - Essay Example In simple words, Direct Attached Storage (DAS) is a storage device directly attached to a host system, such as the internal hard drive of a server computer. In order to store data for the computer system, the DAS is the most well-known method. This is considered as the core element that is promoted by Oracle and several other startups. In 2004, the Sun’s Honeycomb filter box introduces Nutanix’s Compete Cluster and Oracle’s Exadata and Exalogic along with incorporated server or storage supplies. The DAS model is then reinvented by these modern developments and a kind of clustered DAS. There is a threat according to the dominant nature of SAN among the direct-attached storage and SAN preference. Moreover, SAN provides extraordinary and well-organized storage elements to many servers as compared to DAS. In a typical SAN display, the server-based applications obtain storage I/Os completed in a constantly short time and data is saved from missing. In addition, many servers share the infrastructure provided by SAN to access the application. However, SAN data can be accessed by any independent servers. The applications assume that they are using DAS while but in reality, they are accessing a SAN. In order to speed up the applications, the SUN Honeycomb is implicated by placing NAS disks into the similar inclusion while using multiple servers and advanced file systems. This proposal did not spread commonly but it worked for Sun. Moreover, once the Oracle is purchased by the Sun, the class was generated for super charged Exalogic and Exadata boxes. The typical SAN was produced and created earlier than utilization of VMware and server virtualization. If this is accomplished, the servers can get a larger number of cores and sockets. For instance, a physical servers including CPU in working condition along with Windows became a two socket, quad-core computer and contain eight cores.  

Critical Appraisal of Pereira Da Silva; SS Obesity Meanings Essay

Critical Appraisal of Pereira Da Silva; SS Obesity Meanings - Essay Example Therefore, the study explored the expectations and the beliefs regarding the exigencies and the impacts of bariatric surgery (Bowling, 2009:56-58). The methods included a study population comprised of 30 morbidly obese patients. The results were based on three core themes namely: eating behavior, treatment, and obesity. Critical appraisal is an integral process in the evidence-based practice. The aim of critical appraisal is aimed at identifying the methodological flaws in the literature besides, providing the consumers of research evidence with the opportunity to make informed decisions regarding the quality of the research evidence (Trinder & Reynolds, 2000:69-72). The critical appraisal for both the quantitative and qualitative research is appropriate. Developing a critical appraisal framework for healthcare services allows for the need to have competent healthcare treatment for obesity. Therefore, health professionals are required to be intelligent consumers of research, and this entails the ability to publish research something which Pereira da Silva has accomplished. According to Benton and Cormack (2000) argue that there have been tendencies to evaluate qualitative research against the appropriate criteria against the quantitative research. This has led to attempts by various individuals to analyze the qualitative research within a quantitative framework thus raising the questions of credibility, reliability, dependability, and transferability. Hamers and Colison (2005) state that â€Å"there have been various frameworks that have been reviewed and the common features that are related to quantitative and qualitative research established† Generally, the guidelines tend to reflect upon the respective approaches, whereby the guidelines for quantitative research tend to be in the form of checklists, the guidelines for qualitative research tend to be more discursive. Sajiwandani is of the view that there must be a checklist that covers all the points a ppropriate for covering the points appropriate in treating obesity. They must include the hypothesis, operational definitions, reliability, and validity of any questionnaires (Sajiwandani, 1996). According to Sackett et al. (2002) assert that evidenced-based research is the â€Å"integration of the best research-based evidence with clinical expertise and patient’s value.† The evidence-based practice as described in the work of Pereira da Silva gives an equal emphasis on the situation of the patient, the best available research evidence, the patient’s values, wishes, and goals, and the clinical expertise of the practitioner, in this case, those dealing with obesity cases. The Literature Review The researcher uses contemporary material about the topic being discussed; and the meanings of experiences associated with awaiting bariatric surgery. The research on obesity uses a lot of high-quality material of the obesity topic being researched on (Fried, Hainer, & Basd evant, 2007:267). This led to the development of the research question thus allowing the hypothesis testing and identification of the appropriate method of data collection. Data collection involved the use cognitive interviews, questionnaires, open-ended questions, and the focus groups. The interviews were audio-taped, transcribed, and the coded according to the ground analysis methodology.