1.- Scott Bedbury, ex gerente de marca de Nike, cree que el psicólogo humanista del siglo veinte Abraham Maslow ofrece el modelo más relevante para los consumidores más matizados de hoy. El dice que el comportamiento y el emplazamiento de marca de hoy deben reflejar un entendimiento de los asuntos psicológicos más profundos que Maslow puso en el vértice de su pirámide de necesidades. Relacione el modelo de Maslow con la marca Nike y su estrategia de comunicación.
La teoría de la pirámide de Maslow explica distintas etapas y jerarquías de necesidades que posee una persona, las cuales representan distintos niveles, desde el suelo de la pirámide, donde se encuentran las necesidades más básicas, hasta la punta de la pirámide, la cual representa la autorrealización y necesidades mas puntuales y complejas del humano.
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Haciendo un paralelo entre NIKE y esta teoría piramidal, podemos darnos cuenta claramente que la estrategia de comunicación de NIKE apunta a las necesidades mas altas, sobre todo de Reconocimiento y de Autorrealización. Si partimos de lo básico, el slogan, “Just do it” nos dice claramente, solo hazlo, una frase completamente apuntada a la autorrealización, tu puedes correr, párate y corre, como nos decía el caso, son frases que motivan al consumidor, tocándole el “nervio” de las necesidades de autorrealización y de reconocimiento a la persona, logrando un vinculo de entendimiento hacia el consumidor, diciéndoles que nosotros te ayudamos a que tu te superes, te realices, seas reconocido, exitoso. Ese es uno de los puntos de la estrategia de NIKE que pueden verse explicados con la teoría de Maslow, pero eso es solo el slogan.
NIKE, usa rostros de deportistas exitosos como publicidad, les proporciona implementos deportivos y cada logro de ellos, es un logro de NIKE. Mientras mas gente los vea y se identifique con estos deportistas de elite en distintas disciplinas, mas se incentiva al consumidor común y corriente a verse reflejado en aquel deportista, como un tema aspiracional, como un tema de reconocimiento y autorrealización, otra ves tocamos con ambos niveles de jerarquía de las necesidades de las personas, la estrategia de NIKE esta muy bien ejecutada, llevando a que la carrera del deportista sea junto a NIKE y como NIKE lo ayuda, le entrega respaldo, yo también con NIKE tendré el respaldo de calidad, buenos implementos y facilidades para desarrollar mi deporte y mis metas deportivas, sea correr solamente o participar en las maratones que también forman otra parte esencial de la estrategia de comunicación.
Maslow believed that there was a hierarchy of five innate needs that influence people’s behaviors (Schultz & Schultz, 2013, p.246-247). In a pyramid fashion, at the base are physiological needs, followed by safety needs, then belonginess and love needs, succeeded by esteem needs, and finally the need for self-actualization. Maslow claimed that lower order needs must be at least partially satisfied before higher level needs are addressed. Furthermore, behavior is dominated by solely one need
This paper will give a brief introduction about the history of Nike Sweatshops which will shed the light on their public image and their manufacturing process. It will further move to the suggested alternatives, what facts impact them, their stakeholder and their impact on the economic as well as social basis. In the end, it will discuss if the given choices are legal and ethical or not.
Nike Incorporated is the number one leading sportswear and equipment provider in the world. They manufacture anything from casual clothes to sports equipment, shoes to socks, and basketballs to golf balls. As a result of its massive success, Nike employs nearly 30,000 people worldwide while manufacturing in 700 shops around the globe and has 45 offices outside the United States. Its extensive reach into the global market has Nike producing more exclusive products than any other manufacturer in the world. Nike’s headquarters is located in the metropolitan area of Portland, Oregon.
Maslow was a founder and forefather of a major school of thought in Psychology which is Humanistic Psychology. Maslow’s research and understanding of humans and the way we work and function were based majorly on personality and the theory of it. Maslow had strongly believed that each person is cable of obtaining self-actualization which is the highest form one can obtain. Maslow could come up ...
Nike is one of the biggest footwear and apparel manufacturing companies in the word. The company came into existence in 1964 by Bill Boweman and Phil Knight and named it as the Blue Ribbon Sports. The company changed the name to Nike, which is Greek word meaning victory, in 1972 after producing a good brand of shoes that became popular among the athletes (NIKE, Inc., 2001). Since then, the company has been successful, dominating the world market of athletic shoes. The company’s products are sold in more than 170 countries across the world. The company also sponsors various sports events at national and international levels. The company slogan “just do it” is catchy and attract many people tom buying its products. This makes the company to grow continuously due to wide and stable customer base.
Nike does not merely sell products these days. They spend billions of dollars for advertising contracts with famous athletes like Tiger Woods to increase the value of the brand by associating the factor of lifestyle to their products. The company's image has been damaged many times by press releases as well as a variety of NGOs who have long pointed out the inhumane working conditions in the production facilities of sporting goods manufacturers. This leads to the question whether should Nike orientate the regulations of the suppliers to the labor standards in their respective countries or those in the United States? The labor conditions are so inhumane that Nike at least should try to converse to the US standard to improve the situation. The following analysis of an abstract of Nikes’ Responsibility Concept, including SHAPE and their Code of Conduct, should give an insight into the difficulties of the Sweatshops.
It’s because when I sport the Nike swoosh, I feel as if I representing the Nike brand and the beautiful, driven, fit women I see in their advertisements. Feeling this way gives me the inspiration and confidence to play my best. I feel as if I identify with the women in the advertisements by wearing Nike. “The relationship between persons and the product remains one of the most crucial signifiers within advertisements. Persons in advertisements supply the consumer with a certain identification frame—whether the person is presented as a user or is presented within a lifestyle setting, the viewer is invited to identify him/herself with the presented person.” 202 Brand Culture. The Nike brand does a great job at doing this to their consumers to create brand loyalty. Nike brand users, just like myself, see the athletes using the brands and feel a certain connection to them. Brand loyalty should not only be a goal for brands because of the benefit of having their logo advertised on consumers who fit within their target market, but also for PRICE SOMETHING ECONOMY
Nike’s Asian operations had previously continued to soar generating US$300 million in 1994 in revenues to a whopping US$1.2 billion in 1997. However based on the Asian economic crisis, this had adversely affected revenues, while regional layoffs were inevitable. Nike also performed well in the European market generating about US$2 billion in sales and a good growth momentum was expected, however, some parts of Europe were only slowly recovering from an economic downturn. In the Americas (Canada and the U.S.A.), Nike experienced a growth rate for several quarters. The U.S. alone generated approximately US$5 billion in sales. The Latin American market at this point was exposed to economic volatility; however Nike still saw them as a market with “great potential for the future”.
This paper looks specifically at the life of Abraham Maslow, and his hierarchy of needs theory of which he is most known for. Along with describing his theory, there are a number of other significant terms created and used by Maslow which are also defined in this paper. The important terms are bolded throughout the paper and will comprise of the following:
Similarly, Maslow's theory also reflects that humans have an internal force to reach their highest potential (Maslow, 1968). Maslow examined the hierarchy of basic human needs and developed a pyramid of requirements which motivates human beings and shapes their personality. At the bottom of his pyramid are found the basic physiological motivations which are necessary for survival such as food and shelter. The next level incorporates the need for safety, both physical and psychological. This is followed by love and belongingness which relate to receiving and giving affection. Presuming the love need is met, the next level up is the need for esteem which includes the feeling of self-esteem and self-respect. At the top of the pyramid stands the complex need for self-actualization which is a meta-need as per Maslow (1964) and we can reach it through peak experiences. It is the highest level of growth when someone reached her or his capacity to the fullest. Maslow estimated that only 1 percent of people ever really fulfil this need (Maslow,
When I learned that I had to write this research paper, instead of procrastinating, I convinced myself to JUST DO IT. This phrase also happens to be one of the signature phrases of the leading athletic apparel company, Nike. The JUST DO IT campaign has been very successful for Nike, but it is not he sole reason for their success. Nike’s campaign has definitely persuaded me to go out and buy a few Nike products. So what exactly does Nike’s persuasive campaign consist of? This paper will discuss all aspects of Nike’s persuasive campaign. Some of the campaign’s strategies, goals, and techniques will be revealed. Some persuasive theories that can be applied to the Nike advertising campaign will be identified and explained. After discussing these theories, the specific arguments of the campaign will be validated. Overall, the entire campaign will be analyzed and it will be determined whether the campaign is a success or a failure.
Maslow A (1971). The farther reaches of Human nature. The Viking press, Penguin books. p23.
Research can be defined as a systematic method through which new knowledge is discovered. No matter what topic is being studied or analyzed, the value of research lies in how well it is designed and carried out. There are several types of research which include: surveys, interviews, content analysis and focus groups. As an advertiser it is important not only to be aware of your surroundings, but what goes on in people’s minds. Individuals’ needs and wants are not only essential but the base of an advertisement’s success. The purpose of this essay is to conduct my own research about a company that has transcended barriers such as race, disabilities, and gender with a phrase that has sparked interest, innovation and motivation all over the world: “Just Do It”. Since the 1980’s Nike has not only become one of the leading sports brands, but a corporation that learned just how to convey a message and reach their target consumers through successful advertisement. The question is: What is portrayed through Nike’s advertisement and slogans? How has this helped sales, and how far has advertisement pushed its success? The objective of this research paper is to find and understand in-depth answers to these questions that bring a
Nike is the number one innovator in the world in athletic footwear, apparel, equipment, and accessories. This worldwide company operates in an extremely different organizational structure than other companies, such as Reebok and Adidas. Nike operates tremendous marketing strategies and develops inventive designs to inspire athletes around the world. This company is one of the largest suppliers in the world in athletic footwear and apparel, main producer of sports equipment, and making Nike the most valuable brand among sports companies. The task for Nike is to join diversity and inclusion to encourage ideas and innovation. Around the world, this company is a popular brand.
For my Senior Colloquium, I plan to evaluate and analyze Nike “Just Do It” campaign launched in 1988. The campaign is one of the top two taglines of the 20th century with it being both “universal and intensely personal” (“Nike, Inc.”). Nike mission is to bring inspiration and innovation to every athlete in the world. If you have a body, you are an athlete according to Nike. Nike does more than just make gear for athletes; as a company, Nike believes in the power of human potential. This paper will discuss all aspects of Nike's persuasive campaign. Some of the campaign's strategies, goals, and techniques will be discovered and some persuasive theories that can be useful to the Nike advertising campaign will be identified and explained as well. Afterwards think about these theories, the particular arguments of the campaign will be legitimate.