Date: 27/11/2014
Presenter: Bui Bich Phuong
Adidas
Nike
Convert
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
0-hung-temple-festival-culture-and-history-origin