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Essay / Research Paper Abstract
This 10 page paper examines the Nike brand, design issues and brand values. How design reflects the firm's values is the focus of this paper. Bibliography lists 10 sources.
Page Count:
10 pages (~225 words per page)
File: RT13_SA511Nik.rtf
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Unformatted sample text from the term paper:
by famous athletes that has both hurt and helped this American corporation. In examining this firms designs and design management issues, the relation of the design to brand values is
also important. Brand values are defined differently by different theorists but basically reflect a firms core values or the values that a consumer would associate with the brand. For instance,
many people trust certain manufacturers because they provide quality. When they purchase medication for instance they want to purchase them from a reputable firm. It is why people buy Sudafed
instead of Walphed. It is not necessarily the case that they do not trust the latter brand made by Walgreen but rather they have come to trust Sudafed as a
brand. They do not worry about averse effects from inactive ingredients for instance and they know it will work. It has the company and brand, and much experience, behind it.
People do not want to purchase inexpensive generic toilet paper either. Certain things, for many people, must be associated with quality and consistency. There is a certain quality and trust
that is associated with a brand. This is particularly true in the footwear industry. Many people do take their feet seriously and realize that if they run in the wrong
shoes they could sustain expensive and painful injuries. Doctors do recommend that proper shoe selection be made when planning to run for sport or exercise (Asplund, 2005). They understand that
quality is important and that poor footwear can have health ramifications down the road. But aside from quality of product there must be integrity too. Good shoes must be manufactured
in a reputable manner. There have been scandals associated with footwear and DMello (2003) explains that several footwear companies, including Nike, had been concerned about the protests regarding the idea
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