Nike Brand Equity Analysis

Nike Brand Equity Analysis Introduction The world constantly changes and disparities, however, some top brands seem to keep their leadership position in their industry to this day. Strong brands are amazingly durable and have the ultimate ability to overcome many challenges. Either does Nike. Since its creation in 1971 in the USA, the Nike swoosh is still one of the worlds most valuable brand despite of the severe crises. Ranked at 26 on the list of Interbrands Best Global Brands in 2009 with a brand value at $13.2 billion dollars, up 4% from a value of $12.7 billion last year, Nike is the best among sports brand, left the big competitors, Adidas and Puma far behind (Interbrand report, 2009). So how has Nike got ahead and stayed ahead? This article will be employed Elliott and Percys structural framework of brand equity synthesis to investigate in four dimensions of Nike brand equity, namely: brand attitude (functional and emotional features), symbolic meaning, brand awareness and brand loyalty to draw the deposit picture of Nike brand equity in the sportswear industry. About Nike In 1962, inspired by athlete aspiration, Bill Bowerman and Phil Knight shook their hand to cofounded Blue Ribbon Sports, precursor of Nike. The initial business then was to distribute low-cost and high quality Japanese athletic shoes to American. Today, Nike not only designs and sells athletic shoes at every profitable market worldwide, but also operates in athletic apparel, sport equipment and subsidiary venture including Cole Haan, Converse Inc., Hurley International LLC, Nike Golf and Umbro Ltd (Nike report, 2009). Headquartered at Oregon, United States, Nike has been presented across more than 160 countries around the world targeting its primary market regions: United States, Europe, Asia Pacific and the Americas. Nike employs about 32,500 people as of May 31, 2008 (Datamonitor Research, 2009). By indirect or direct way, Nike touches the lives of millions more with its innovative products that transform every sport into a winning battle (Superbrands, 2002). Nike customers The decade ago, Bill Bowerman, the co-founder of Nike once said If you have a body, you are an athlete (Nike company overview, 2010). This motto transmitted not only the whole brand characteristics but also the main targeted customers. They are athletes and anyone with a body. Nike offers a wide product portfolio of sport-inspired lifestyle apparel, accessories and equipment. Nike provides athletic footwear for runners, trainers and basketball players. The company also offers shoes and equipments specially designed for those addicted tennis and golf players and etcetera. Such diverse product extensions enable the company to satisfy the varied athletic needs of its customers (Datomonitor Research, 2009) Nike and its rivals Sportswear has been a thriving market in recent years. According to the research Global footwear: Industry profile releasing by Datomonitor in 2009, the global footwear market generated total revenues of $ 196,617 million in 2008. Thus, Nike has experienced intense competition from the moment its first sporting shoes being introduced to their customers. Globally, this market is dominated by the big three namely Nike, Adidas, and Puma (Sport+Markt Report, 2008; Keynote Report, 2010). Adidas Adidas was truly the first sports company, it was founded in 1920. They once really blew in the decade of 70s and 80s. By the early 90s, Adidas realized itself forgotten in the back of game. In the 21st century, the brand has steadily affirmed its position and seems on renaissance. Adidas brand increased its value at 6%, ranked 62th on the list of Best Global Brands 2009 and continued to take the second largest sporting goods manufactures behind Nike (Interbrand, 2009) The overall Adidas brand competes straightly and closely with Nikes value proposition. Nike aims To bring inspiration and innovation to every athlete in the world, meanwhile, Adidas mission is Improving every athletes performance through innovation. The brand values of Adidas have been claimed that authenticity, inspiration, honesty and commitment are derived from sport. (Datamonitor research, 2009) Puma Placed at 97th, Puma brand appeared at the first time on the Interbrand annual report. Interbrand analysts gave the positive compliments for Pumas effort to compete against the big rivals. Through new design, co-branding and partnerships with celebrities and famous designers such as Alexander McQueen and Hussein Chalayan, Puma refreshes their brand image. The company defines its brand as the mixes of sport, lifestyle and fashion to increase its desirability (Puma report, 2009). The Puma brand differentiates itself from Nike by communicating lifestyle driven style with active lifestyle themes whereas Nike focusing on performance driven style. Nike brand equity Having and holding customers is likely to be a competitive battle which each brand tries all efforts to win. They compete for functional attributes, distinctive services or innovative technologies (Aaker, 1991). So what are emotional and functional benefits which Nike provides for their customers? Functional and emotional features of the brand Since Nike was set up by someone who has a deep passion for athletics and running, it should come no surprise that product is important. Products that are comfortable, authentic, functionally innovative and uniquely designed (Nike report, 1985). The innovative technology is considered as one of the defining dimensions of Nikes brand identity and corporate culture. The simple driving concept has led to some impressive innovations which is considered as one of the defining dimensions of Nikes brand identity and corporate culture. The first highlight was Air cushioning, using pressurized gas to cushion impact and new materials such as Urathane, that was used first with the Air Max running shoes (Nike report, 1987). More recently, to obtain maximum performance, Nike Sport Research laboratory has discovered the innovative technology such as Shox, which are made mostly of rubber and spring back adding more power to a runners stride and Total 90 Concept, a range of equipment to help players perform over 90 minutes of a soccer match (Keller, 2008) Such innovative technology which Nike has used has gained the strong hold in consumers perceptions. The research of Ross and Harradine (2004) focusing on relationship between young school children and branding, particularly sportswear shoes brands showed that children aged from 4 7 years old believed that these brands could improve their personal performance. They do very fast shoes. They make you run faster. They are also comfortable and look good, they added. Clearly, functional benefit is the fundamental and classical features to communicate with customers. However, if Nike just provided high quality running shoes to enhance athletic performance, Nike would not be strong brands. According to Aakers (1991), big brands need to be beyond the purely functional relationships. They should create a more strong emotional attachment with core consumers because emotional benefits add richness and depth to the brand and the experience of owning and using the brand (Aakers, 2009) Guinn et al (p219, 2008) stated that Nike offers emotional benefits which are the exhilaration of athletic performance excellence; feeling engaged, active, and healthy; exhilaration from admiring professional and college athletes as they perform wearing your brand when they win, you win too. Associated brand with the top athletes, Nike tells story of brands which the main themes is sportsmanship and unrelenting effort. These are the story of Michael Jordan who won a record 10th scoring title and was selected as one of the 50 Greatest Players (NBA history, 2010) in Americans National basketball association championship. Lance Armstrong survived and won a second straight Tour de France while Tiger Woods completed the career Grand Slam, ensuring his place in golf history at the age where most of us are still wondering what we will do when we grow up (Nike report, 2000). The most three prominent athletes has generated the inspiration for young and next generation of athletes. Nike has succeeded to transfer their inspirations to every single purchaser. Wearing every pair of Nike shoes is to engage a passion for excellence and encourage to do your own thing. Just do it the tagline could sum up all the greatest values of brand which is (Superbrands case study, 2002). Symbolic meaning Products are no longer just products, they move beyond the functional meanings. Nowadays, they are definitely social tools serving as a means of communication between the individual and his significant references (Grubb and Grathwohl, 1967 as cited by Banister and Hogg, 2003). Products are considered as a symbol of individuality and uniqueness, and also symbol of affiliation and social identification. It is particularly trued with the fashion brands. Fashion brands such as clothes, bags, shoes and etc satisfy opposing functions, both social identification and distinction among individuals (Banister Hogg, 2003) Nike must have understood the recipe well. The Just do It campaign in the early 1990s would be a perfect example. Losing ground to archrival Reebok which was quick initiative on designing style, fashion aerobics shoes in 1980s (Keller, 2008), Nike responded dramatically and forcefully by launching the Just do it campaign which was mainly focused on person wearing on products instead of product itself. Heroes and hero worship was being built as the main themes of advertising. Celebrity endorsements such as Bo Jackson, John McEnroe and Michael Jordon appealed to the consumers sense of belonging and hipness. In other words, Americans consumers were convinced that wearing for every part of your life was smart (the shoes are designed for comfort) and hip (everyone else is wearing them; you too can belong to this group) (CFAR, 1998). Just Do It campaign succeeded (Nike increased its share of the domestic sport shoe business after launching this campaign in America from 18 percent to 43 percent, regained the leader position) because it could fascinate customers in both separating ways. Wearing Nike as a self fulfilling image declaration if you are hip, you are probably wearing Nike. But perhaps most importantly, it could create the desirable needs -if you want to be hip, wear Nike (CFAR, 1998). Symbolic meanings of Nike brand are also tracked in the research on Symbolic and functional positioning of brands of Bhat and Reddy (1998). This study showed that Nike scored high on the prestige and personality expression scales (See Appendix). The findings of Hogg et al (1998) also support the success of attached the symbolic and emblematic meanings to sportswear brands. The youth showed facility in interpreting the symbolic meanings attached to the sports brands which were associated with the different sports stars (such as footballers, rugby players, athletes and tennis players) and with different sports (e.g. football and rugby.) Brand Loyalty Luring by good shoe with innovative functionality and athletic aspiration value, Nike has indeed come to mind and heart of its customers. By the mid of 1990s, 77 percent of male Americans from the age of 18 to 25 chose Nike as their favourite shoe, according to Rozanski et al (1999). The figure still remains stably despite of that up and down year Nike has been experience, gaining the high score of customer satisfaction at 79 percent rated by The American Customer Satisfaction Index Organization (2009). It could be said that loyalty to the Nike brand is driven by many external and internal factors such as brands subjective and objective characteristics and loyalty building programs. One visible example of creating innovative method to capture the strong relationships with Nike users is that creating Joga.com, a social network site for foot ball fans. Launching quietly in the early 2006, the site became an instant hit, peaking at 7.5 million viewers when Nike showed Ronaldinho video clips, according to Nike (2006). More than 1 million members from 140 countries signed up by mid July. In this site, fans can create their personal blogs, build communities around favorite teams or players, download video and organize pickup games. By enrolling consumers in building and shaping the content of the website, Nike pulled their loyal customers closer, nurtured deeper bonds of loyalty and advocacy. (Kotler and Amstrong, 2007) Brand Awareness Brand awareness is the first and crucial stage of consumers preference. It refers to the strength of a brands presence in the consumers mind (Aakers, 1996). Nike has been successful in building awareness. The Swoosh symbol has been appeared everywhere, on shoes, hats, billboards and soccer balls across the globe too remarkably to such extent that one author used the title The Swooshification of the World on Sports Illustrated column that imaged a future in which the swoosh could surpass sports to become a letter of the alphabet and the new presidential seal, among other things(Keller, 2008). True be told, the recognition of the swoosh is extremely high. According to Keller (2008), as of 2000, 97 percent of American citizens recognized the brand logo, as the strong brand penetration. The studying of Arona and Stoner (2009) on understanding brand personality also assists this fact. The findings indicated that Nike was perceived as a dominant force or authority in the market place, reaching at nearly 90 percent (Figure below) The results of Ross and Harradines research (2004) on brand recognition and awareness on children is also supportive, which showed that Nike could be recognized consistently without identification of brand name, even by the youngest group (aged from 4 to 6 years old). This perhaps may reflect the general level of advertising and promotion that children are exposed to. How has Nike done to build brand awareness? Sponsorships, advertising and experience focused retailing (Nike town) are three vivid channels that Nike has applied to enhance its brand image and awareness. Among these strategies, athlete endorsements could be considered as the most significant success of Nike brand. Nike has been invested millions of dollars to associate their brand names with easily recognizable athletes with the aim of brand image building (1.6 billion dollars is spent on multiyear athlete endorsement by Nike according to Horrow (2007). Athletes at the top of their respective sport such as Micheal Jordan, Tiger Woods, and Lance Armstrong who are well liked and respected by members of the brands target audience are chosen as endorsers to associate the Nike brand with the athletes celebrity image. This strategy has been paid off, for example, since Tiger Woods and Nike cooperated, annual sales for Nike Golf have exceeded to nearly $500 million dollars with an estimated 24 percent growth per year in the first five years of the agreement (Pike, 2006 cited by Carlson and Donavan, 2008). Conclusion Since the Nike name is chosen in 1971 with the concepts of victory, success and speed, Nike has been keeping its great speed in the fierce competitive environment. Building brand image and its associations around a famous person and conducting the two way conversation with power consumers through innovative digital channels, Nike has hold the strong presence in the heart of consumers. REFERENCE Aaker, D., 1996. Building strong brands. New York: The Free Press Aaker, David A., 1991. Managing Brand Equity. New York: The Free Press Elliot, R. and Percy, L., 2007, Strategic brand management, Oxford: Oxford University Press Guinn, T., 2008. Advertising and Integrated brand promotion. South Western: South Western Educational Publishing. Keller, K., 2008. Best practice cases in branding: lessons from the worlds strongest brands. 3rd Ed. NJ : Pearson/Prentice-Hall. Kotler, P., and Armstrong, G., 2007. Marketing: an introduction. 8th Ed. N.J. : Pearson Prentice Hall Aaker, D. (2009) Beyond functional benefits, Marketing news, 30, 23-24. Arora, R. and Stoner, C. (2009) a mixed method approach to understanding brand personality, Journal of product and Brand management, 18(4), 272-283. Banister, E., and Hogg, M. (2003) Negative symbolic consumption and consumers drive for self-esteem, the case of the fashion industry, European Journal of Marketing, 38(7),850-868. Carlson, B., and Donavan, T. (2008) Concerning the Effect of Athlete Endorsements on Brand and Team-Related Intentions, Sport Marketing Quarterly, 17 (3), 154-162. Court, D. et al. (1997) If Nike can just do it, why cant we, The McKinsey quarterly, 3, 24-34. Hogg, M., Bruce, M. and Hill, A. (1998) Fashion brand preferences among young consumers, International Journal of Retail Distribution Management, 26 (8), 293-300. Ross, J. and Harradine, R. (2004) Im not wearing that! Branding and young children, Journal of Fashion Marketing and Management, 8(1),11-26. Ross, J., and Harradine, R. (2004) Im not wearing that! Branding and young children, Journal of Fashion Marketing and Management, 8 (1),11-26. Rozanski, H., Baum, A., and Wolfsen, B. (1999) Brand Zealots: realizing the full value of emotional brand loyalty, Strategy and Business Fourth Quarter ,19, [Online] Available at http://www.strategy-business.com/article/13741?gko=31937 The American Customer Satisfaction Index, Score by company NIKE, [Online] Available at: http://www.theacsi.org/index.php?option=com_contenttask=viewid=149Itemid=157c=NIKE (accessed 20/05/2010). Brandrepublic (2002) Superbrands Case Studies Nike, [Online] Available from:http://www.brandrepublic.com/news/148384/superbrands-case-studies-nike/(accessed 22/04/2010) Center for Applied Research CFAR (1998) Mini case study Nike -Just do it advertising campaign, [Online] Available from: http://www.cfar.com/Documents/nikecmp.pdf(accessed 20/05/2010) Datamonitor research (2009), Nike, Inc. Company profile, [Online] Available from: http://www.datamonitor.com/store/Product/nike_inc?productid=8E563969-FC1C-4D3A-8EEE-F9D79F81F0C3 (accessed 14/04/2010) Datamonitor research (2009), Global footwear industry profile, [Online] Available from: http:www. datamonitor.com (accessed 14/04/2010) Horrow, R. (2007), A countdown of 10 top sports and entertainment business issues, [Online] Available from http://community.foxsports.com/blogs/TheSportsProfessor (accessed 22/05/2010) Interbrands annual report (2009), Best global brands, , [Online] Available from: http://www.interbrand.com/best_global_brands.aspx?year=2008langid=1000 (accessed 14/04/2010) Keynote Report (2010), Clothing, Personal Goods Home Goods 2010, [Online] Available from: www.keynote.com (accessed 18/05/2010) National basketball championship, NBA Encyclopedia playoff edition, [Online] Available from: http://www.nba.com/history/players/jordan_bio.html (accessed 22/05/2010) Nike (2010), Company overview, [Online] Available from: http://www.nikebiz.com/company_overview/ (accessed 12/04/2010) Nike report (2000), Nike annual Report 2000, [Online] Available from: http://invest.nike.com/phoenix.zhtml?c=100529p=irol-reportsOther (accessed 16/05/2010) Puma (2009) About company, [Online] Available from: http://www.puma.com/about (accessed 12/04/2010) Sport+Markt Report (2008), Jersey Report 2008/2009 , [Online] Available from: http://www.sportundmarkt.de/en/reports/list/jersey-report-200809.html (accessed 18/05/2010) Superbrands (2002) Nike Company, [Online] Available from: http://uae.superbrandsmena.com/images/spreads/NIKE%204-4.pdf (accessed 22/04/2010)

Mill and Harm Thesis

In this essay I shall argue that John Stuart Mill’s Harm Principle is about justice and truth.   John Stuart Mill’s argues in On Liberty that the use of the harm theory, or harm principle is that a state of government must ensure the quality of liberty just so long as the actions committed in the cause of liberty are not detrimental to the activists.   That is to say that the government may interfere in order to prevent harm.   The following paper will discuss Mill’s harm principle and its application to government in regards to restrictions and controls. Mill argues for the doctrine of liberty.   Mill means to define the role of a person in society and as such the limited amount of coercion consistent in society that should affect that individual, â€Å"No society in which these liberties are not, on the whole, respected, is free, whatever may be its form of government; and none is completely free in which they do exist absolute and unqualified†.   Mill is stating that although these qualities are liberty come at a cost in no society would they be considered free because of the forms of government in which the world adheres. Mill argues that any opinion should be voiced despite its offensive sentiments and unpopularity.   Mill did not right from a perspective in the harm theory to state that speech was not harmful, but despite this subsequent commentary, speech was an ideal freedom.   Mill believed, and stated in the Harm Principle, that the harmfulness of an act is just cause to place social control on that act through legal means.   These means included coercion. Mill advocates a style of liberalism that governs that individuals have basic rights (as is stated in On Liberty) and the apex of these is free speech.   The factors that involve Mill also include a free society in general and specific terms.   Even in this free society there are certain actions that a person in a society may be involved with and then there are counter-actions of the government against those acts.   This is interpreted to mean that such acts were harmful and the government was justifiable in their prevention or retardation of those acts being committed. Such acts by the government or society do not necessary lead to an infringement on that person’s liberty.   There are however points to consider when examining the harms theory; once such interpretation to the theory includes the ubiquitous nature of permissible interference by society or a governing body since any act committed may be a legitimate harmful act upon another person, and thus action in any definition could be interpreted in this sense.   Thus, any action taken by the government with the umbrella statement of harm could be legitimate. Mill however was very stringent on his interpretation of Harm Theory and its application to law.   He did not for one thing want a blanketed reason for any misuse of human liberty; thus, to use the Harm Theory in regards to the prevention of free speech because it can be construed to be harmful is not legitimate according to Mill.   He was not an advocate of preventing expression or opinion.   This is shown in his absolute rejection to consider the efficacy of tolerating any particular inference against that censoring it, â€Å"†¦however positive any one’s persuasion may be, not only of the falsity but of the pernicious consequences-not only of the pernicious consequences, but (to adopt expressions which I altogether condemn) the immorality and impiety of an opinion†.   This is stated in regards to any person or legislation’s opinion that speech could potentially be harmful. Mill helped define in broad termination a tolerant perspective of accepting opinions and/or sentiments, that were made not only in private but also in public places, â€Å"†¦human beings should be free to form opinions, and to express their opinions without reserve†.   Despite this statement Mill had a firm belief in the restrictions of certain acts and believed such free speech was conditional. These exceptions of Mill were specious.   Although Mill’s harm theory does constitute legitimate ground by which to swerve the use of free speech much of On Liberty   deals with the propagating of free speech.   Mill made a distinction between qualified and unqualified liberties.   While Mill guards the use of free speech and free trade it is the former of the two that is unqualified as a liberty.   This is done by stating that free trade is not in accordance to individual rights and liberty but that speech on the other hand is a self-regarding action. This statement of free speech is however debatable.   Free speech may be considered a self-regarding action but in most interpretations of Mill this has been denied.   In this denial can be found the fact that free speech then may very lead to harm.   In this harm, the Harm Theory is cemented as a prevention that the legislating body may act upon.   In the debate of self-regarding Mill states that self-regarding is an action committed in which the outcome has no bearing of positive or negative effects on anyone else. The introduction of harm can be taken to mean either physical harm or otherwise.   In Mill’s introduction of harm the common consensus is that it means the former.   This means that speech must be attributed as becoming harmful or having the potential to become harmful to a larder body.   In the Declaration of Liberty Mill highlights his key points of liberties and the subsequent harm that should be delivered with their abuses, This, then, is the appropriate region of human liberty.   It comprises, first, the inward domain of consciousness; demanding liberty of conscience, in the most comprehensive sense; liberty of thought and feeling; absolute freedom of opinion and sentiment on all subjects, practical or speculative, scientific, moral, or theological.   The liberty of expressing and publishing opinions may seem to fall under a different principle, since it belongs to that part of the conduct of an individual which concerns other people; but, being almost of as much importance as the liberty of thought itself, and resting in great part on the same reasons, is practically inseparable from it. It is clearly stated in the above excerpt in the phrase â€Å"expressing and publishing opinions†¦concerns other people† it is devised that speech as well as the written word fall under the category of liberty which in turn, because it concerns other people is subject to the jurisdiction of Harm Theory and must be regulated by the government. The cost of the obstruction of free speech is to not have anyone commit a harmful act.   Although the thought of censorship in regards to the Harm Theory are prevalent and extensive in scope it must be realized that opinion even in its most innocent form of private discussion lead eventually to action; and these actions are not consistently without destruction. Through speech a person’s opinions are discovered.   These opinions have a domino effect that is not a contained event but becomes widespread especially in the media centered world.   Opinions of speeches are tools by which a revolution may occur or based upon the wrong assumptions of an event or theory speech and opinions that are accepted by the general public become gateways by which hysteria, chaos and harm do occur.   Thus it is behooving to place mandates on certain speeches to ensure that destruction and harm do not occur. In this essay I have argued that although Mill focuses his attention of liberty in a free society he is also a humanist and the concern over a person’s body is the main principle of his On Liberty essay, â€Å"That principle is, that the sole end for which mankind are warranted, individually or collectively, in interfering with the liberty of action of any of their number, is self-protection.   That the only purpose for which power can be rightfully exercised over any member of civilized community, against his will, is to prevent harm to others†.   It may thus be construed that Mill advocated the use of minimal censorship if the reason behind the prevention was to retard harm being done to another person or a group of people. There must however, in Mill’s theory exist a legitimate reason behind the censorship in order for drastic prevention to occur.   Although the Harm Theory suggests that   prevention is the key to stopping a destructive act there must also be extant governing rules that would prohibit the extreme exercise of government power that could turn into autocratic power which was not in the context of Mill’s theory.   The Harm Theory is regulated by the potential for harm and thus, free speech or other liberties may be interpreted and prevented by a government in order specifically to avert harm. Work Cited Bilbija, Ksenija et al.   The Art of Truth –Telling about Authoritarian Rule.   University of Wisconsin Press, 2005. David Riesman. The Lonely Crowd. 1950 Dollard John. Frustration and Agression. 1939 Freud, Sigmund. Civlilization and Its Discontents. 1930 Kessler, Sanford.   â€Å"The Review of Politics†.  Notre Dame:  Spring (64:2).   (2002).   207   31. Konrad, Lorenz. On Aggression. 1963 Laing, R. D. The Politics of Experience. 1967 MacDonald, Ross.   Socrates versus Plato.   Aspects of Education.   P9-22.   1996. Mill, John Stuart.   Utilitarianism.Social Benefit. More, Thomas.   Utopia.   Trans.   Robert Adams.   W.W. Norton and Company, 1991. Stanford Encyclopedia.   John Stuart Mill.   Online.   11 March 2008: http://plato.stanford.edu/entries/mill-moral-political/

Changing Tire Essay

Most people know how to change the tires of a car, it is a skill people should know in order to survive if a roadside flat tire occurs. Changing tires usually happens in a shop or when a roadside flat tire occurs, males are usually do a better job and know more about changing tires; however, there are females who changes tires but rarely. My dad had taught me how to change tires just in case a roadside flat tire occurs and it would be a good skill to know. When changing a tire, safety is the most important thing. The ground should be flat and stable when a tire is being change, the emergency brake should be on in case of sliding down the road. The right tools to use while changing the tire are very important, and if a mechanic is changing a tire for a job they usually wear something to get down on the ground and get dirty. In order to change a tire the first thing a person needs to do is to check the areas to see if it is a safe place to do so. Some people take the safety very serious, the vehicle could roll down the hill if the emergency break isn’t on or it would be bad to jack the car up when the ground is slanted. After checking the area, get out all the tools that are needed to change the tire. The tools that are usually needed are the jack, a wrench, and a spare tire. The jack is to use to lift the vehicle off of the ground so the tire can come off the vehicle. A wrench is to twist and loosen the lug nuts off of the tire and the new tire is to repair for the flat tire or the new one. Now that the area is checked and the tools are out it’s time for changing the tire. To change the tire, the vehicle needs to be lifted up with the jack. Place the jack under the frame near the tire that is needed to be change. Make sure that the jack is in contact with the metal portion of the car’s frame. After the jack is in the right place, start raising the jack up to where the tire is off the ground and make sure the jack is stabilized. After the tire is off of the ground, begin loosening up the lug nuts by using the wrench to twist. There are different sizes of wrench to fit different sizes of lug nuts. Find the correct size then loosen the lug nuts by turning it counterclockwise (left), don’t take the lug nuts all the way off, just break the resistance with the wrench first. The lug nuts take a lot of power to start loosen it up, after just loosen the lug nuts off it might be easier to use hands to twist it completely off. When all the lug nuts are off, the tire should be easy to come off as well. If the tire is hard to take off by hands, kick or hit the tire a little to loosen it up or lift the tire up a little to take it off. Sometimes if the vehicle isn’t lifted high enough it would stop the tire from coming off. In that case, pump up the jack more and lift the tire off of the ground so it might help. After the old tire is removed, replace the spare tire. To replace the spare tire correctly, the rim of the spare tire needs to be aligned with the wheel bolts, then put on the lug nuts. Tighten the lug nuts by hand until they are all snug then tighten them all the way by using the wrench. After the lug nuts are being tightened, lower the jack down. Once the car is lowered, tighten the lug nuts more to make sure the lug nuts are as tight as possible. The final step would be putting all the tools away and the flat or changed tire away. Changing a tire isn’t the hardest job but it can be tough for people who have never experienced it. It is a skill that needs to be learned if a roadside flat tire occurs and no one is around to help. A spare tire and tools are usually in the trunk when a tire is needed to be changed if it’s in the middle of nowhere. Safety is the most important part, and doing the steps correctly will make this process easier.

Essay on Wordsworths Poetry - 1413 Words

The Romantic thinking was influenced by the ideas upon poet and poetry sustained by three of the greatest writers of the age: William Wordsworth, Samuel Taylor Coleridge and Percy Byshe Shelley. In the Preface of the second edition of Lyrical Ballads Wordworth sustained that the poet is a man speaking to men- a man (it is true) endued with more sensibility, more enthusiasm and tenderness, who has greater knowledge of human nature, and more comprehensive soul, than are supposed to be the common among mankind; a man who can delight other men in the spirit of life. The poetry has a purpose: Not that I mean to say that I always began to write with a distinct purpose formally conceived, but I also believe that my habits have so formed†¦show more content†¦The emotion which the poet recollects reduces in him the necessary state or mood or tention in which Wordsworth sees the prerequisite of poetic composition and at the same time an essential constituent of the poem. In dicussing this question, however, Wordsworth makes no reference to the part played by imagination and fancy in the process, though at the beginning of the Preface he speaks of the colouring of imagination cast on the incidents and situations described in his poems. The theory of poetic composit on developed by Wordsworth in the Preface, including his view on the language of poetry, was explicity aimed at exploding the traditional, neoclassic, concept of poetic diction, that is, of the view that the very nature of poetry demands a linguistic expression sharply differentiated from prose style not only through meter and rhyme, but also a special lexis, syntactic arrangement and imagery. It was therefore, like his creation itself, part of the revolution which he had set about to effect the English poetry and critical thought. At the same Preface was meant to defend his own poetic practice and forestall criticism of the often prosaic language he had used in some of his poems in the collection. It is that very practice that Wordsworth adduces as evidence that rhyme and meter are not in themselves sufficient to create a significantShow MoreRelatedWilliam Wordsworths Poetry Essay1118 Words   |  5 PagesWilliam Wordsworths Poetry gThe greatest and in the end the most influential of the English Romanticsh ( Britannica 675 ). That is William Wordsworth. Wordsworth changed the style of English poetry. His poems are very well written and very beautiful. Many events that@took place in his life shaped Wordsworthfs poetic style. The most important of these@events was not one specific event at all, it was one that encompassed all of Wordsworthfs@life. The one aspect of his life that mostRead More Mans Relationship with Nature in Hughes and Wordsworths Poetry1944 Words   |  8 PagesMans Relationship with Nature in Hughes and Wordsworths Poetry Concentrating on one Poem by each Poet, Compare and Contrast the ways in which Hughes and Wordsworth Present Man’s Relationship with Nature Both Hughes and Wordsworth have beliefs about man’s relationship with nature, but I feel that they see the relationship between the two in different ways. Hughes has a more pessimistic and negative approach, feeling that nature must protect herself from man’s destructive nature, whileRead MoreNature vs. Society: Wordsworths Romantic Poetry1646 Words   |  7 PagesNature Vs. Society: Wordsworth’s Romantic Poetry Over time, poetry has changed and evolved in its sense of the word nature. In its beginnings the idea of nature or natural was seen as negative and evil. However, in more recent times due to the era of Romanticism, nature in poetry is viewed in a positive and even beautiful light. William Wordsworth was a poet who wrote his poetry with a romantic attitude. Furthermore Wordsworth wrote specifically the poems â€Å"We Are Seven† (WAS) and â€Å"Three YearsRead More How does William Wordsworths poetry fit into the literary tradition1055 Words   |  5 PagesHow does William Wordsworths poetry fit into the literary tradition of Romanticism? Q. How does William Wordsworths poetry fit into the literary tradition of Romanticism? A. Romantic poetry was an artistic movement of the late 18th and early 19th century. It dealt with nature, human imagination, childhood and the ability to recall emotional memories of both happiness and sadness. Before Wordsworth began writing his revolutionary new style of poetry, all preceding poetry had a very differentRead MoreAlex Nelson’s Poetry Explanation on Wordsworth’s poem Wandered As Lonely As A Cloud800 Words   |  4 Pages quot;I gazed-and gazed-but little thoughtquot; Alex Nelson’s Poetry Explanation on Wordsworth’s poem quot;I Wandered As Lonely As A Cloudquot; Imagine walking through a field in early summer, around an aqua blue lake that is in the shape of a giant egg. You discover a field of daffodils that is flowing in motion like a grand quot;dancequot; full of elegance. This area is full of sublime that can only be fully appreciated by a poet. William Wordsworth has been to this place and it was theRead MoreAnalysis Of William Wordsworths Poetry737 Words   |  3 PagesAs this question states, William Wordsworth’s poetry demonstrates â€Å"nature poet,† â€Å"real language of men,† â€Å"spontaneous overflow of powerful feelings,† and â€Å"emotion recollected in tranquility.† The first is the easiest to indemnify. In Wordsworth’s poem Ode: Intimations of Immortality from Recollections of Early Childhood, there are several lines that depict nature. An example is the line, â€Å"The Rainbow comes and goes, / And lovely is the Rose.† (Wordsworth 10 – 11). In the preface to Lyrical BalladsRead MoreComparing William Wordsworth And Samuel Taylor Coleridge And Wordsworths Poetry1487 Words   |  6 Pages the two experienced very unique battles throughout their lives. Oddly enough, their struggles allowed them to create some of the best poems to date. William Wordsworth was born in an area where the beauty of lakes took over his mind. Much of his poetry is based on his love for the scenery that he grew up on. After his parents passed, Wordsworth began to notice changes in his everyday life. Though some may fear boarding schools, Wordsworth used his time there to fall in love- with nature. After aRead MoreHistory Of English Literature II1603 Words   |  7 PagesKerri Estep Essay 2 History of English Literature II Professor O’Conner Nature: A Simple Word Jammed With Imagery William Wordsworth’s â€Å"Preface to Lyrical Ballads, with Pastoral and Other poems (1802)† and his poem â€Å"Nutting† focus on nature in order to elicit a response from the reader and provoke the senses. These romantic works use different techniques to accomplish the same purpose. Wordsworth utilizes simple language and imagery to accomplish his task. Through his writing he express himselfRead MoreHow Blake and Wordsworth Respond to Nature in their Poetry Essay771 Words   |  4 PagesHow Blake and Wordsworth Respond to Nature in their Poetry What natural influences did Blake and Wordsworth respond to in their poetry? Blake and Wordsworth were under different influences stemming from their childhood. Wordsworths pleasant and simplistic life style in the country, contrasted with the harsh reality of life experienced by Blake in the City of London. This essay analyses how both poets expressed their very different views of London through their use of Read More Music and Poetry1695 Words   |  7 PagesMusic and Poetry The poetry of William Wordsworth initiated the Romantic Era by emphasizing emotion, intuition, and pleasure rather than form and affectation. His poems set the stage for John Keats, a central figure in early 19th century Romanticism. The fundamental themes in the works of both poets include: the beauty of nature; the consanguinity of dreams/visions and reality and yet the tendency of dreams to mask reality; the intense emotions brought about by beauty and/or suffering; and