Chapter 14: Psychographics: Values, Personality, and Lifestyles

Values

What are the values for Nike?

    Based on its mission statement, you can infer that the core values that Nike is trying to communicate are performance, authenticity, sustainability, and innovation.

    But, how compared to the company's idea of value, how do their customers see value within their products?

     This can be interpreted in many ways since everyone has their own beliefs in the value of their favorite brands and products. One example of values that consumers can create is materialism. Things such as their technology, culture, society, family/friends, age, and health might play a part in materializing the value of the product. All these can influence customers to consume and create value for making said purchases. 

    In terms of Nike, the ones that stick out the most that share in common with its audience is culture, society, comfortability, and motivation. As for culture, Nike accessories and wears have been the trend lately. Lots of people are starting to wear sports gear just for its looks. Sports gear today does not have to wear during sport or recreational activities exclusively. Anyone can rock in Nike's comfortable attire and be happy doing so. This can also tie into society. As people begin to see more people wearing sports gear, they would eventually be convinced that it's acceptable to do so and that the value that comes from it is the idea of being part of the crowd of people who dress in this type of apparel. Next is comfortability. Nike products are known for their comfort and fit. Their shoes are designed in a way to suits various of their customer needs. We also know that being and wearing something comfortable is what makes happy and satisfied customers. It's no doubt that comfort is a value Nike product buyers look for when purchasing a product. The last value for Nike that most would agree on is the energy and motivation it invokes. This I can personally relate to. I value this a lot in the Nike products I wear on a daily basis. When I am wearing either a sneaker, sweater, or sweat pants from Nike, I usually feel more awake and daring in terms of fitness and activities. It goes back to their core value in their mission statement too. The part "Our mission is what drives us to everything possible to expand human potential." This is true and I can speak this for many others who share that same idea when wearing Nike products. 

    There are many other values that one can create for Nike, but like mentioned previously, people's values for the product will differ. 

Personality

    Nike's brand personality is something that is difficult to ignore. For many decades and generations, Nike has been the world-leading for sportswear and shoes. To keep it simple and short, Nike's personality as a brand is "sport". It is also something that many of their audience sees and what it represents. When being present at an event or anywhere, you will notice a handful of people are wearing Nike products. This creates a personality for the brand and the individual wearing the product. Nike also falls into each of the categories for what defines a brand personality. For instance, excitement. The brand is daring and likes to be adventurous with their ideas and concepts. That is why many of their shoes/cloth wear are unique and there are countless combinations. With variety, it can shape into a personality for anyone wearing it. As in the type of wear can tell a story about the person and their own personality. The next one to talk about its ruggedness. Nike is bold and they don't mainly just focus on sportswear for their brand. They have experimented with new markets and found great success in them. Nike is honest with its customers and again it goes back to its mission statement of "creating a creative and diverse global team and by making a positive impact in communities where we live."