Date: 27/11/2014

Presenter: Bui Bich Phuong

Adidas

Nike

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Tommy Hilfiger

Creative Recreation

CONTENT

I. INTRODUCTION

II. LITERATURE REVIEW

1. Patriotism

2. Collectivism

III. ANALYSIS

1. The ethnic origin

2. The defense against the evaders

3. The slogan

IV. CONCLUSION

1. Patriotism

1.1. Definition

1.2. Classification

1.3. Attributes

1.1. Definition

Love of one's country, identification with it,

and special concern for its well-being and

that of compatriots.

1.2. Two types of Patriotism

Blind patriotism

Patriotism means

rejecting any forms

of criticism for nation

Constructive

patriotism

Patriots can question or

criticize towards the

nation to improve it

1.3. Attributes (nature of patriotism)

Loyalty Choice

Sacrifice Belongi-

ngness

Perception

of the pastIntention

PATRIOTISM

Attributes

Loyalty: unconditional love to nation

Choice: acting patriotically is conscious

Attributes

Belongingness: one is a patriot not just

because he was born by accident into that

nation but rather because he adopted the

nation.

Attributes

Perception of the past: be well aware of the

nation history and proud of it

Attributes

Intention: readiness to action and willingness

to go far beyond expectation for benefits of

nation

Attributes

Sacrifice: willing to sacrifice, but his sacrifice

will never be in vain (a patriot is expected to live

for his nation, not to die for it)

2. Collectivism

2.1. Definition

“The degree to which individuals express pride,

loyalty, and cohesiveness in their organizations

or families"

(House et al, 2004, p. 30)

2.2. Sub-dimensions

“We” identity

“We” > “I”

Filial piety

Respect for one’s parents, ancestors, and

family name

Group welfare

Focus on the common good.

In-group loyalty

Be faithful to each other through honor,

obedience, and allegiance

Relational interdependence

Have a common history and enjoy relationships

of reciprocity

Harmony

Stresses conformity

Harmony among people, between people and

nature, and people and the spirit world

Face-saving

Protect and honor the reputations of

themselves and others

Maintain self-esteem, dignity, and even

prestige

High-context communication

More is said with less words and what is said

tends to be indirect

1. The pride in ethnic origin

Patriotism

Perception of the past

Being proud of your ethnic

origin is the symbol of

patriotism

Patriotism

Collectivism

Harmony

Community cohesion

2. The pride in the defense

against the evaders

Patriotism through the pride in a long history of

defense against enemy attacks

Great pride in the history of spirited defense

against enemy attacks

Tay Son battle

The long war against America and

France

What is worn in Vietnamese feet has been used

as a representative image to speak up the story

of each period of history.

In Tay Son battle, the soldiers wore straw shoes.

In the war against America and France, the

brave soldiers walked through Truong Son

mountain range with the companion of rubber

sandals.

3. Cultural element expressed in

Slogan

• “Biti’s cherish Vietnamese foot”

( “Biti’s nâng niu bàn chân Việt”)

“we”- identity

Not “Biti’s cherish your foot”’ but “cherish

Vietnamese foot”

Vietnamese people as a nation

Succeed in gaining the Vietnamese customer

insight ( preference for the “us”; the group’s

advantage”

High context communication element

from the message

The improvement of foot-wear product in

Vietnam

The ups and downs of each historical period + the

development of the country

Each step of each human represents each step of

the country on the development ladder.

The position, the appearance of Biti’s product as

companion in the new period

Not stated directly

“More is said with less words and what is

said tends to be indirect”

The message

Conclusion

Collectivism = patriotism, nationalism, “we”

identity and high context communication”

evoking customers’ interest

one of the most impressive made-in-Vietnam

commercials for a made-in-Vietnam brand

Sources

• http://www.tlu.ee/~sirvir/IKM/Leadership%20Dim

ensions/ingroup_collectivism.html

• http://www.importanceofphilosophy.com/Evil_Col

lectivism.html

• http://www.gpccolorado.com/collectivism/

• http://saigonact.edu.vn/acten/index.php/news/44

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