Understanding Perceptions Of Products Through The Eyes Of Various Consumers

The brand image is the brand's total personality impression in the consumer’s mind (real and imaginary qualities and shortcomings). It is developed through advertising campaigns over time with a consistent theme. Talbot and his team conducted social media research and there objective was to: -

5. Describe at least three characteristics that you want people to associate with your brand. (1-3 sentences. 3.0 points)

Skey says, “They clearly have a strong and emotional brand for young people.” Her quote benefits the idea of the use of emotional connections with their audience in the advertisements Nike uses. Leonard states in the Shoes, Diplomas, And The American Dream article that “Nike does have a message to market. The company is selling high-school and college athletes the prospect of not just a career but a future.” It is also stated in the article that people are “Willing to invest – to bet on – the future because of the seductive allure of the American dream” (Leonard). The products Nike sells can assist in the success of an athlete due to the use of the product. If a runner was to use crappy shoes, they may lack in their abilities due to the poor quality of the shoes. Another point is that if one is successful with a Nike product, they would stay with that product or upgrade when a better quality of the product by the same company, Nike, comes out. When success is found within one company, a customer is more likely to stay within the company product

“Women sewing NBA jerseys make 24 cents per garment – an item that will eventually sell for $140 or more”(Brandon Gaille). Our most popular American sports uniforms are mainly produced by Nike, who possess a market cap of $ 90 billion. The question, therefore, becomes, why do immigrant workers from developing countries migrate to the United States to work for brand-name companies, when they don’t receive equitable wages and perform in inhumane working conditions? In,”Who Makes the Clothes We Wear”, Jesse Jackson discusses these conditions and unjust treatment of immigrants. Jackson highlights the extreme manual labor hours, inequitable pay, and rash mistreatment of immigrant workers inside name brand sweatshops. He also provides nationwide examples of unjust labor environments in order to think about the disturbing ethics behind name brand clothing production. When examining why workers endure such horrific environments, it is clear that most originate from developing countries. Due to immigrants attempt to obtain a better quality of life, receive any type of wage that they can acquire in the United States, and their constant struggle with the language barrier which affects job opportunities and daily interactions; immigrant workers endure the mistreatment of name brand companies because they seek the American Dream.

The current image of Nike is of a brand which provides goods of all ages for people who are athletic or sporty and have a casual lifestyle with fashionable taste. Their main items for selling are sporting goods of all types which include shoes, shirts etc. however, another image of Nike is that it fulfills the self esteem needs of the buyer as Nike products are not cheap and not all classes of people can afford them. Also Nike is often preferred over other brands as it

But, omnisciently speaking, both entities faced severe scrutiny and criticism from United States and international citizens for their capitalistic business practices. Furthermore, a vast number of American citizens, mainly teenagers, had been killed over Nike Air Jordan sneakers because of their high price tag, while the cost to produce the shoes were rapidly declining due to Nike’s unprecedented offshore production. Bill Bigelow’s, The Human Lives behind the Labels: The Global Sweatshop, Nike, and the Race to the Bottom accurately portrays this capitalistic mentality when mentioning, “children as young as 6 are ‘sold and resold like furniture, branded, beaten, blinded as punishment for wanting to go home...’ For pennies an hour, these children work in dank sheds, stitching soccer balls with the familiar Nike swoosh and logos of other transnational athletic equipment companies” (Bigelow, 113). What is most disturbing to fans of Nike and Jordan were their comments and proposed remedies on the matter. Essentially, Jordan did nothing to curtail the number of kids being killed for his shoes and, as far as his affiliation with capitalistic Nike, Jordan did not want to cause any kind of rift between himself and the corporation that made him millions

Unfortunately, the same factor that contributed to Nike’s exponential growth (low-cost labor and production) also contributed to hurting Nike’s public image as a leader in “athleticism, health and fitness, and innovative marketing and design” (Locke, 2002). Nike was criticized for unethical practices by their subcontractors, which included underpaid workers, poor working conditions, child labor, and abuse (Locke, 2002).

In this reading, I will be discussing the different categories in which advertisers have placed consumers to distinguish them from one another using their values, attitudes, and life-style. According to the writer of American culture and advertisement James B. Twitchell, “the object of much consumer research is not to try to twist their feathers so that they will flock to your product, but to position your product in such a place that they will have to fly by it and perhaps stop to roost. After roosting, they will eventually think that this is part of their flyway and return to it again and again” (p. 178). The proposition of stereotyping consumer lifestyles is a very effective way of marketing goods and services. The VALS2 strategy of marketing segment, target, and position used by advertisers is based on research; which means, marketers know more about consumer behaviors than what we think. This is an important issue because it’s necessary to raise awareness in society about the advantages and disadvantages that this can bring. After having evaluated all given points; this article is an eye opener for those who have any doubts about what consumers mean to large companies and advertisers.

In the essay, “Sweatshop Oppression,” written by Rajeev Ravisankar, portrays how consumers seem to live in a “low-cost driven consumerism” (para. 2) based society, which unfortunately allows many companies such as Nike, Adidas, Gap, and many more to take advantage of their employees. In addition, Ravisankar uses many both pathos and logo appeals throughout his argument in order to persuade the audience. For example, in paragraph 3 due to the vigorous amounts of labor each employee may work in a sweatshop, “70-80 hours per week making pennies per hour”, (para. 3) the compensation that’s earned at the end of the day does not equate to the intense amount of hours that have been executed. By deliberately offering an extremely low wage to their

This paper describes the legal, cultural, and ethical challenges that confronted the global business presented in the Nike sweatshop debate case study. It illustrates Nike’s part in the sweatshop scandal and it also takes a look at the ethical issues that surround this touchy subject. This paper

One of the biggest and most popular brands in America, Nike, who targets athletes of all ages to be better athletes engages in unethical behavior by exploiting people from other countries by providing bad working conditions and low wages. Nike produces athletic equipment as well as apparel that is not only appealing to athletes, but also to the general public. However, the people that work for Nike and make these products are people being physically abused by supervisors and have to deal with horrible working conditions. According to an article written by Zaid Jilani, he said that thousands of women in Indonesia are being exploited by companies such as Nike where the wages being paid to these women are not enough to survive. Nike is well aware of what they are doing to these people in Indonesia, but still continue with it because the profits they receive at the end of the day is more valuable to them than the poor working conditions they offer to these Indonesian women. This shows that Nike uses the the Utilitarian approach because the company weighs out the pros and cons of the situation and still decides to produce products in Indonesia where it’s perfectly legal to pay low wages and have bad working conditions even though it is

During 1960’s and 1970’s, the skateboarders and surfers as the main customers base of VANS’ characteristics were determined by bottom-line possession, youthfulness and ability to customizing the sneakers. Moreover, many consumers of the VANS at that time were mostly rebellious, individualist, competitive and aggressive since surfing and skateboarding were perceived as disfavoring sports in the mainstream culture in earlier

We can check on how similar are perceptions across respondents (e.g., just compute the variance of the ratings on an attribute across consumers). If one suspects that perceptions vary across groups (e.g., West Coast vs. East Coast, Inexperienced Users vs. Experienced Users, Young vs. Old), you can break out the data and look at specific groups. If we are willing to assume perceptions are pretty much the same across respondents, we can then easily summarize the data by averaging it across all survey respondents. Henkel in analyzing its Pritt adhesive brand had 100 respondents and found an average rating of 6.8 (on the 1-10 “strongly disagree” to “strongly agree” scale) for the statement “Pritt Conveys Confidence.” After averaging across respondents, a useful visual representation is Profile Analysis, known

This report is a study of brand personalities and how they can “rub off” on their consumers. This is how the consumer perceives themselves after they use that brand. This article is important because it shows how a brand can affect the consumer. If a brand can capture a personality of a certain person, the more likely that person will stick with that brand. Brand loyalty is a very important aspect of marketing and can produce a lot of good for the brand. Even though this may seem natural, what if a consumer was to start using a new brand of products? Would their personality match the products they use or

In recent times, branding has played a pivotal role in some brands’ success. This has been made possible through the ability of some marketers to capture the essence and minds of people (consumers), and put the trends and characteristics into the personality of a brand. Customers have always found ways to identify themselves with certain products, and on several occasions, branding campaigns