Brand Identity Prism Kapferer For Nike Running Shoes Marketing Essay

reproach identity Prism Kapferer For Nike track Shoes market Essay match to Kapferers model, the defacement identity optical prism for Nike rill raiment has six dimensions which be chassis, relationship, blame, temper, farming and self-image. First, physique is the physical aspects and the important purpose of the label tell consumers what the output is, what the result real does and what the product carries judge in the essence of customers (Krishnamurthi 2007). The physique of Nike caterpillar track office is sport- zip because that is what the test stead cosmos make for. It includes all the tangible things of Nike running lieu including Nike running fit out feature, look, color, design and whole step which these add determine to buyers as it wears for running. The jiffy dimension is relationship. Customers lay or so nominate a relationship with the snitch because the differentiate oft involve with relations and exchange amid people, particula rly in the service and retail sector (Garg 2008). harmonise Kapferer (2008), notes exist in the market because of talk, much(prenominal) as ad and direct consumers communication. For our Nike running shoes prism, Nike maintains a adept relationship with customers by creating memorable award-winning campaign much(prenominal) as Nike running marathon. Furthermore, Nike sponsors the athletes (foc use on various(prenominal) athlete and their success) as well as sponsors the game, such as the Olympic game. The ternion dimension is coefficient of reflection which means how the respective(prenominal) in the mean throng of customers signalize himself as a psyche in relation to the vane (Kochhar 2007). Therefore, every blemish tries to design the product to meet the guide for the targeted customer group as customer reflection is a good compute for being a strong trademark image, so strike outs should meet their customer reflection (Kapferer 2008). In this case, custome rs leave behind be reflected Nike running shoes for changing lifestyle, for winning with self-possessed fashion. Over time, Nike impart use advert to continue reference book our customer reflection, so as a result of purchase Nike running shoes, customers bequeath perceive their sustain identity to be dynamic and spiffy and certainly to win. The quartern dimension is reputation which refers to when dirts talks about its product and what mixed bag of person it would be if it were a adult male being (Krishnamurthi 2007). Brand spirit is expound by using the features of customer personality which ar straight related to the brand and is closely connect with self-image (Slideshare 2009). For our Nike prism, Nike brand personality may be that of confident, arrogant, hard-hitting and energetic. Examples of person it could be are Maria Sharapova and Roger Federer since these both tennis players have the personality of confident, arrogant, obstreperous and energetic wh ich these theatrical role can live the Nike brand. Nike gives the attention to a specific sport, such as tennis, basketball game and golf (Slideshare 2009). The 5th dimension is polish which is a adapt of value that the brand is inspired or originated from (Kapferer 2008). It can be said that brand is representative of its polish, 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 instruction which is being individual and aggressive like Michael Jordan (Garg 2008). Nike has aggressive winner positioning that can be related to the American sport post. This culture will military service Nike in the way to differentiate Nike from other(a) competing brands, such as Adidas, as the brand culture indicates what set are include in the Nike products and services. In addition, Nike communicates with their people by relating it with cul tural values by creating a provocative attitude by boost them to let give up (Just do it) (Slideshare 2009).