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.  

Compulsory Heterosexuality :: Sexuality Gender Society Essays

Compulsory Heterosexuality In today’s world, as humankind is still in progress, we have a much more liberated world compared to past. In terms of politics, we learned discrimination is not a honourable case to be involved in and we tried to minimize constraints reflected on â€Å"other† races, â€Å"other† nationalities, in short all of the others that are not similar to â€Å"us†. â€Å"Us† is, without doubt, white, Western man. Despite all the back-drawed prejudices of others in the name of liberation, respect and equality, it does not seem to be the situation for non-heteronormatives to live in a peaceful environment. Since I came to Amsterdam as an exchange student this term, I had the opportunity to experience daily-life with all the people from different sexes, genders not considered â€Å"normal† which is rarely the case in Turkey. Amsterdam made me face non-heterosexual world and I realized that these people do suffer from unequal rights mostly in other parts o f the world. I questioned myself as being far away from that topic in the past and it really made sense to me to investigate about supremacy of heterosexuals. In my opinion, only after we learn to respect all kinds of differences out of majority we are able to have liberal minds, which makes the world a better place to live for all people. That is the reason I decided to write my paper on compulsory heterosexuality. To come to main idea, my arguement will be dominantly on heteronormativity. I will try to prove that both heteronormativity and gender are social constructs, which means that they are all learned behaviours by society through culture, tradition and religion. I will show a world where any norms and taboos exist, to turn our origins of nature. I will support my arguement by the works of writers and researchers on that topic. My whole effort will be on to claim that there is nothing called heteronormativity by nature, it can not be. We can not rule out the genes and instinct behaviour of people. It is just a coverage, to live in a reproductive and moral society. My final idea would be to accept all forms of non-heterosexuality as being â€Å"normal† , just like heterosexuality, by ignoring all social constructs to open our mind to a brighter world. Review There is quite extensive research on studies of lesbians and gays and the compulsory heteronormativity. One major researcher is Adrienne Rich.

Paul Lutus Advertising Essay

In his article entitled Consumer Angst written in 2007, Paul Lutus claimed that â€Å"No matter how true any single advertisement is, modern advertising, taken as a whole, tells a lie — that you need the thing being advertised. † To explain his point, Paul Lutus further claims that valuable consumer goods need not be advertised because it is a necessity by itself and no promotion is needed for it to attract and obtain sales. Moreover, he explained that the quality of the product should speak for itself and there is no need to â€Å"waste company’s money asserting the obvious†. In his above-mentioned arguments, Paul Lutus obviously focuses only on one aspect of advertising which is to sell. He missed to appreciate the other function of advertising which is to inform. Advertising, as defined by Wikipedia. org, â€Å"is the form of communication whose purpose is to inform potential customers about products and services and how to obtain and use them†. The primary purpose of advertising is to create public awareness about a certain product or service that is being advertised. It aims to communicate to the intended audience that such a product or service exists. As Taflinger (1996) claims â€Å"the basic purpose of advertising is to identify and differentiate one product from another in order to persuade the consumer to buy that product in preference to another. † Advertising is usually used to create a unique image that will be identified to a product or service. The message that is being communicated usually highlights the best features of the product – its uniqueness, usability, best characteristics, etc. – that will customer’s attention to it. After providing information on the product or service features, advertising’s goal is to entice customers to try out the product. It is therefore safe to claim that the end-goal of any advertisement is to generate sales in terms of product or service. However, while it is true that every advertising campaign is aimed at generating revenue for the brand that is being advertised, it is not proper to claim that all advertisements are lies. Even premium brands such as Nike, Armani, Prada and others do advertise their products. These brands are sought after and have all proven to be of good quality. But these brands still invest on advertisement. Advertising has become an important part of today’s business. With new products sprouting like mushrooms everyday, competition has become stiff and advertising has taken a big role in allowing the product or service to compete in the market. In his article entitled â€Å"Educating the Consumer about Advertising: Some Issues† Stephen Gotlieb (1991) explains that advertising â€Å"promotes competition among producers of products and services, keeps prices low through the development of mass markets, encourages store owners to stock a variety of items, supports free expression by funding media sources, and spurs invention†. The more you are seen and understood by your customers, the bigger chance you have to stay in the mainstream. It is therefore important to get you message through, so that your product or service gets noticed. Or else, your offer will just perish. Also, with the competition getting tighter, advertisers today cannot afford to rely on false claims for their products of services. With a lot of other options available in the market, a single wrong claim will trigger the customer to try out other product. It is the role of advertising to entice customers and encourage them to try out the product. Once the customer is convinced with the advertising claim and decides to avail the product or service, it is now the role of the product to prove itself and embody what is being stated in the advertising claim. It is therefore crucial to communicate the message that best embodies the product. Once advertised, the product or service is already exposed to t he public eye and scrutiny. Unless the customer has already tried out the product or service, their perception of the product will depend on the advertisement. It will either make or break the future of the product or service depending on how you position the message about the product. Therefore, while an advertisement is typically used to create or alter the consumer’s perception of a product and induce them into buying it, it cannot be said that it is Always  a lie. For obvious reasons, advertisements only highlight the good side of the products or services. We cannot blame the advertisers to do this. While they are obviously banking on the good side of their offer, we cannot accuse them of telling us a lie. The beauty of advertising is it gives the customers the chance to evaluate the competing products or services even before purchasing it through the product claims.

Volunteering and Attitudes Toward Social Welfare Spending...

Volunteering and Attitudes Toward Social Welfare Spending Despite extensive research having been done on explaining why some individuals are more likely to support spending on social welfare than others, to this date, no one has examined the effect that a person’s level of volunteerism has on support for spending. However, the level of community involvement is worthy of consideration as an explanation for support for social welfare spending because, as has been reported by previous research, volunteers often find that structural problems exist that can only be remedied by government intervention. Using data from the 1996 General Social Survey, this research tests the hypothesis that the more areas in which a person volunteers, the†¦show more content†¦Furthermore, a large portion of the federal government’s budget is reserved for spending that seeks to improve the general welfare of citizens, such as money spent on fighting drug addiction and solving urban problems. Despite the assistance that welfare provides, many people are opposed to its expansion. In 1996, the welfare system underwent significant changes that reduced benefits and reformed the nature of several programs (Welfare Reform). Debate on this topic continues to the present day. Claiming that the country needs to remedy the ever-growing gap between rich and poor, some activists (as well as the poor themselves) clamor for financial support from the government in order to level the playing field. Another way to increase the quality of life for the poor, however, is through volunteering, a method often supported by those who disagree with an expansive government or do not trust the sometimes ineffective federal bureaucracy. Although seemingly contradictory, it is completely plausible that volunteering would cause an individual to support an increase in social welfare spending because he or she may come to realize through volunteering that some problems are too vast to be cured by the work of a few individuals. By examining the relationship between an individual’s level of volunteerism and his or her support of social welfare spending, this researchShow MoreRelatedEssay about PWC Corporate Social Responsibility 1469 Words   |  6 Pages There is a debate about the level of social responsibility of multinational and national companies there days. Various books have been written detailing the right approach to the problem covering different perspectives. The ideology is well developed, however, there is a lack of current case studies analyzing what is really happening in the corporate executive level to support the society. 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Electrophoresis Definition and Explanation

Electrophoresis is the term used to describe the motion of particles in a gel or fluid within a relatively uniform electric field. Electrophoresis may be used to separate molecules based on charge,  size, and binding affinity. The technique  is mainly applied to separate and analyze biomolecules, such as DNA, RNA, proteins, nucleic acids, plasmids, and  fragments of these macromolecules. Electrophoresis is one of the techniques used to identify source DNA, as in paternity testing and forensic science. Electrophoresis of anions or negatively charged particles is called anaphoresis. Electrophoresis of cations or positively charged particles is called cataphoresis. Electrophoresis was first observed in 1807 by Ferdinand Frederic Reuss of Moscow State University, who noticed clay particles migrated in water subjected to a continuous electric field. Key Takeaways: Electrophoresis Electrophoresis is a technique used to separate molecules in a gel or fluid using an electric field.The rate and direction of particle movement in the electric field depends on the molecules size and electric charge.Usually electrophoresis is used to separate macromolecules, such as DNA, RNA, or proteins. How Electrophoresis Works In electrophoresis, there are two primary factors that control how quickly a particle can move and in what direction. First, the charge on the sample matters. Negatively charged species are attracted to the positive pole of an electric field, while positively charged species are attracted to the negative end. A neutral species may be ionized if the field is strong enough. Otherwise, it doesnt tend to be affected. The other factor is particle size. Small ions and molecules can move through a gel or liquid much more quickly than larger ones. While a charged particle is attracted to an opposite charge in an electric field, there are other forces that affect how a molecule moves. Friction and the electrostatic retardation force slow the progress of particles through the fluid or gel. In the case of gel electrophoresis, the concentration of the gel can be controlled to determine the pore size of the gel matrix, which influences mobility. A liquid buffer is also present, which controls the pH of the environment. As molecules are pulled through a liquid or gel, the medium heats up. This can denature the molecules as well as affect the rate of movement. The voltage is controlled to try to minimize the time required to separate molecules, while maintaining a good separation and keeping the chemical species intact. Sometimes electrophoresis is performed in a refrigerator to help compensate for the heat. Types of Electrophoresis Electrophoresis encompasses several related analytical techniques. Examples include: affinity electrophoresis - Affinity electrophoresis is a type of electrophoresis in which particles are separated based on complex formation or biospecific interactioncapillary electrophoresis - Capillary electrophoresis is a  type of electrophoresis used to separate ions depending mainly on the atomic radius, charge, and viscosity. As the name suggests, this technique is commonly performed in a glass tube. It yields quick results and a high resolution separation.gel electrophoresis - Gel electrophoresis is a  widely used type of electrophoresis in which molecules are separated by movement through a porous gel under the influence of an electrical field. The two main gel materials are agarose and polyacrylamide. Gel electrophoresis is used to separate nucleic acids (DNA and RNA), nucleic acid fragments, and proteins.immunoelectrophoresis - Immunoelectrophoresis is the general name given to a variety of electrophoretic techniques used to characterize and separate proteins based on their reaction to antibodies.electroblotting - Electroblotting is a technique used to recover nucleic acids or proteins following electrophoresis by transferring them onto a membrane. The polymers polyvinylidene fluoride (PVDF) or nitrocellulose are commonly used. Once the specimen has been recovered, it can be further analyzed using stains or probes. A western blot is one form of electroblotting used to detect specific proteins using artificial antibodies.pulsed-field gel electrophoresis - Pulsed-field electrophoresis is used to separate macromolecules, such as DNA, by periodically changing the direction of the electric field applied to a gel matrix. The reason the electric field is changed is because traditional gel electrophoresis is unable to efficiently separate very large molecules that all tend to migrate together. Changing the direction of the electric field gives the molecules additional directions to travel, so they have a path through the gel. The voltage is generally swi tched between three directions: one running along the axis of the gel and two at 60 degrees to either side. Although the process takes longer than traditional gel electrophoresis, its better at separating large pieces of DNA.isoelectric focusing - Isoelectric focusing (IEF or electrofocusing) is a form of electrophoresis that separates molecules based on different isoelectric points. IEF is most often performed on proteins because their electrical charge depends on pH.