Identity and Consumer Economics Common AssessmentAkari ShimizuPeriod 7&8

Introduction

This project was made to investigate more deeply about “Identity and Consumer Economics”.

The contents:• Part1:identification of products• Parts2: Interpretations of products• Reflection

Part1: Identification of products

•Shoes-NIKE•Shampoo-Asience•Walkman-Sony•Bag-CHANEL•Amusement park

Part2: Interpretations of products

Shoes-NIKE1 Value and image Branding Professional Athleticism2 Perception NIKE is so famous sports company. So when I find NIKE’s product, I want to buy it because it is cool! Perception: it must be cool to wear them.

3 Other influence or belief When I bought NIKE’s shoes, my friends said “OH! You bought the NIKE shoes!? That is very cool! I want to buy it!” My friend’s comment made me happy so I wanted to buy more NIKE goods.

Shampoo-Asience1 Value and image Beauty Celebrity

2 Perception Asience is the brand created by a Japanese beauty company. The company use Japanese beautiful woman with beautiful hair in commercial. So when I watch the ad, I thought if I use that shampoo, I can become like her.

3 Other influence or belief I was aware of the product when my mother used this shampoo first (Awareness) When I used shampoo my friend said “Oh, your hair smells so good!! What kind of shampoo you use?” So I like this shampoo more (influence of family and friends)

Walkman-Sony1 Value and image Branding Fun 2 Perception I like to listen to music. So I want to listen to music anytime and anywhere. When I got Walkman, I listen always even now.

3 Other influence or belief My friends also like ipod. However I bought Walkman because my father’s company is Sony and my Walkman has speaker. The speaker is so cute so I wanted to buy it.

Bag-CHANEL1 Value and image Branding Expensive Individuality Fame

2 Perception CHANEL is so expensive brand. So I don’t have any CHANEL’s product. So when I see the person has CHANEL’s product, I think the person is rich. (brand image, beauty, values appeal)

3 Other influence and belief I don’t have any CHANEL’s product but my friend has CHANEL’s wallet. When my friend show me the wallet, she boasts of the wallet. I don’t really like to see someone like our age have such a ‘gourgeous’ brand. It is too much for us, because I think CHANEL is target to woman older than us. (brand image)

Amusement park-Disney land1 Value and image Branding Fun Family fun Joy Comfort

2 Perception Disney land is so famous in the world. There are many characters and the characters and Disney land are popular among with everyone. Everyone says the Disney land is great fun So everyone wants to go there. So I want to go there with my friends. (influence of friends, value appeal)

3 Other influence and belief When I go to Disney land, I want to go again because it is great fun and it is a very large park so I can’t go around all at one time. That’s why there are so many people who visit over and over again.

Reflection

Identity• Shoes-NIKE

If I buy NIKE’s thing, somebody thinks I like to take exercise. I like to play sports so it is a good thing for me.

• Shampoo-Asience When I use the shampoo, I think I can become like beautiful woman in Asience’s ad.

• Walkman-Sony When I listen to music with walkman, I think everyone thinks I like to listen to music. Walking with music – it is one of my identity.

• Bag-CHANEL I don’t want to have Chanel goods not only because I have no money but also I don’t value these ‘high brand’ things.

• Amusement park-Disney land For me going to Disney land is a symbol for friendship because this is the best place to have fun with friends.