Thursday, 28 February 2013

Emailing the Brand


Gmail and Cmail 

Act(s) of Consuming: Using/ Reusing

Product: Gmail Email Service and Cmail

Price: Free




Description: Macintosh HD:Users:chantellebrule:Downloads:yahoo.gif




Price of Simialar Products (different brands):
Hotmail
(same provider as cmail)
Free
Yahoo
Free


Why I chose these brands?:
            An interesting realization came to me today; I realized that the email service providers I use are in themselves brands. That Hotmail, Yahoo and Gmail are all “brands.” Having come to realize this I had to ask myself ‘Why do I use these services?’ Something that is interesting about my use of these services is that unlike many of my friends at Carleton I use two email providers. Many students have their school email automatically forward to their other email accounts so that everything is in one place. I on the other hand keep my Cmail and Gmail account separate have them both forward to my phone. In this way they are in the same place but I can separate my personal emails (Gmail) from my professional emails (Cmail). So while I get store offers sent to my Gmail account, I communicate with professors through my carleton provided account. In doing so I can keep my emails more organized and easier to access without worrying about sending an email. This is one of the main reasons that I have chosen to keep two separate email accounts.
            Moreover, it is important to consider why I chose these two email providers over other possibilities, such as Yahoo. For starters, since Carleton provides all students with a Cmail account I did not have a choice in using this service. Even if I did have my emails from this provider forwarded to another account with a different provider I would still be using my Cmail account in this way. Since, I would have to use my Cmail email address anyways for school related emails it did not seem worth it to forward it to a different service providers mail system. Especially, since I can get both of my account forwarded to my phone.
            On the other hand, I had more freedom in choosing to use Gmail as a second email provider. I was not required to have a Gmail account by another party, as was the case of Cmail. However, in order to use a certain number of Google’s other services one has to have a google, or Gmail, account. Even this blog which is a Google service requires me to sign in with a google email.
So the real question is what causes me to choose google services over others? The first possible reason is my familiarity with google as a search engine. I have been using Google as a search engine since I will younger. I found its quality better than Yahoo, my old search engine, and have never had trouble finding what I am looking for. Futhermore, as I continued to use Google’s search engine there were links to other services that I found would be useful in my everyday life. For instance, google maps to find my way around and map out transit routes, google books to preview books I wished to take out of the library, and google scholar to look up scholarly articles. Due to the link structure and my previous experience with Google I therefore decided that I could ‘trust’ the quality of the Gmail email service.
Secondly, Google is also greately popular and many people I know use it. As a result, there is a bit more pressure to use this service than others. Using google is almost like being part of a very large “club” of Google users. This “club” defines itself against users of other search engines such as Bing. The only person I know who uses Bing is my dad who has a very minimal understanding of computers. In fact, rather than saying “search it” to someone it is more common for one to say “google it.” This is common language among almost all of the people I know and shows how popular or well-known google is. There is also pressure to use these services because people tend to invite their friends to use services with them. For instance, people I form study groups with often like to use Google documents to collaborate on notes.
Lastly, other companies also pressure, though they do not require, people to use google. When I first bought my Macbook the google search bar was already installed as part of the internet window. When I got my new Android phone (also a brand) I the applications stores that one could download from, that were already set up on it, were the Samsung store but also the “Google Play” store. These examples show that there is some pressure, not just from people one knows personally, but from other companies to use google services.

Works Cited

Wednesday, 27 February 2013

In the Service of the Brand


Purolator Package and Carleton University
 

Act(s) of consuming: Using

Product: Purolator Envolope – Ink Cartridge Shipment from HP (USA)
Arrived 10:30am the day after ordering


Price:
Free for myelf but based on purolator’s website would have cost the company approximately $20




Price of Simialar Products (different brands):
Xpresspost USA
Prepaid Envolpe
$21.75
Ships in 2-3 days

Why I chose this brand?:
            Today a package came in the mail, printer ink that I had been expected from HP’s online store. I did not have a say in choosing this brand and was upset by this. Why upset by this? Well, for starters, neither of my roommates nor I were home; therefore instead of the package being delivers a slip was dropped off telling me to go to the Purolator store to pick up the package. The Purolator store is in a very inconvenient location from where I live. It takes me two buses and a ten minute walk to get there on a good day. Today Ottawa had a storm so it would have taken me much longer. As a result, I will now be waiting till another day to get my package. Due to the inconvenience of the stores location when I have a choice I send or receive mail through Canada Post. Unlike Purolator, Canada post has a location that is within walking distance of my home and therefore very easy to get to.
            Another reason that I generally use Canada Post over Puraltor is that Canada Post is government run, whereas Purolator is a private corporation. I am not sure why but the fact that Canada Post is governmentally owned gives me more confidence in the companies services. However, I have had previous dealing with both companies, and my experiences with Canada Post have not always been ideal. For instance, the express post packages I send to and from my hometown, Kenora, often do not arrive till after the three day promised shipping time. There have also been a number of times when I specified that I did not want the package left outside and it was. On the other hand, I have never had any unplesant experiences with Purolator. The company has always delivered my packages on time and followed my delivery instructions. This discussion has therefore caused me to question why I trust Canada Post as a public corporation over Purolator a privately owned company. Perhaps it is because I have a general dislike or big corporations. Where possible I often try to support small businesses, such as family owned restuarants or coffeehouses. I certianly do not have full faith in the Canadian government but the notion of a public corporation seems more appealing than a privately owned one where coporate elites and large stockholders are in control.

Limitations on choice?:
            As I have mentioned I had no choice, or at least assume that I had no choice, in choosing between Purolator or another shipping company. When I placed my order online I was asked to pick a speed in which I wanted my package delivered. Since all shipping times were free I chose the least amount of time to have it shipped by, being the next day. It did not appear as though I had a choice between companies only times. However, maybe had a chosen a slower shipping speed HP would have used another shipping company to send the package. Or perhaps I could have called and requested a different shipping company been used. That being said, it did not appear to me at the time of placing my order that I had a choice between services.
            The speed in which I needed the package was also a limitation on my choice. Since my ink cartriges were close to being empty and therefore I would not be able to print at home if the new ink cartriges did not arrrive in the next few days I picked the shortest shipping time. As I said before it is possible that the slower shipping speeds would have meant that another shipping company would be used. If this was so then had I not been in urgent need of getting my package I would have had more choice between corporations.
            It should be noted that for the first time since beginning this blog cost did not seem to play a factor in deciding which “brand” or shipping company to go with. As I have said each of the possible shipping times given by HP was the same price and HP did not appear to offer a decision between shipping companies. However, if one requested another company be used this may cost them more money and therefore those with more money would have the advantage of being more easily to make such a decision than those with lower incomes.

Act(s) of consuming: Using

Product: Carleton University Bacholars Degree

Price: approximately $6300.00  per year

Price of Simialar Products (different brands):
University of Manitoba
Approximately 4-5 thousand
Per year
(Brittany Seradski)
York University
Approximately $6,500.00
Per year 
(Jason Webster)
Queen’s University
Approximately 6-7 thousand
Per year
(Jamie Casigay)

Why I chose this brand?:
            When I was first planning to go to University I always thought that I would be attending Univeristy of Manitoba. This University is one of the closest to my hometown and where my mother and father live, Kenora. The school being only three hours away I would be able to go visit my parents on some weekends and holidays. Furthermore, my aunt, uncle, and four of my cousins had graduated from University of Manitoba. These were also the only family members who I was close to who had graduated from any university. I was, therefore, looking forward to spending more time with them in the city and gettting advice from them about school. Yet, when I when I was deciding which program I would take in University I soon realized that the program I wished to take, Human Rights, was not offered in any of the Manitoban universities.
            Not being able to take the human rights program close to home I decided to go to York University for Human Rights. This school got great reviews, was in a big city and met my need to try something new. It also had more Vegan food options on campus than any other university. This may seem to you to be a bad reason to choose a school, but being Vegan was, at the time, was a very important aspect of my idenity. Not wanting to have difficulty finding Vegan food and staying healthy I chose the university that offered me the most options to fit my lifestyle. This along with the amazing professors I got to experience and some lifelong friends were some of the best things I remember from York University. A good education and good friends are important to me. Yet, my general expeirence at York was unpleasant. I was bullied on my residence floor and had a lot of difficulty, coming from a small town, ajusting to “life in the big city.” So, I transferred to Carleton.
            Carleton had been my second choice of universities at the end of highschool. That I was adding a Communication Studies major to my degree was the biggest influence in choosing this school to transfer to. Carleton has a very acclaimed communication studies program and is one of the only schools where one can double major in both of these programs. Secondly, the school was also offering me more scholarship money than any of the other schools I applied to. Lastly, that Carleton was in Ottawa, the capital of Canada, also had an influence on my decision. As Canada’s capital people often talk about Ottawa getting more resources and attention. For instance, many people had mentioned to me that unlike other cities Ottawa’s streets and other public areas are always kept clean. Carleton also seems to take into consideration that it is located in Canada’s capital and that this has meaning in its branding. Carleton brands itself as “Canada’s Capital University.” In using this logo Carleton suggests both that Carleton is a “top” university but also that there is some significance to the school being in Canada’s capital city. This type of branding seems to support the idea or assumption that living in Ottawa is better than living in some other cities.

Limitations on choice?:
            As in most of my earlier posts one’s income influenced their decision to consume a particular brand. This is also the same for universties where attending certain schools costs more or less than others. Those who cannot afford a more expensive school like Queens, for instance, are more likely to attend a school such as University of Manitoba that costs half the tuition price. Students who come from other countries and wish to study in Canada may be especially disadvantaged by these tuition costs. International students are expected to pay a much larger amount of money than domestic students. Carleton, as an example, charges international students almost twice as much to study at the school, approximately $18,800.00. Ones nationality or place of birth, therefore, can affect how much one pays for post-secondary schooling in Canada, and therefore where or if they study in Canada. Similarily, where one lives within Canada may also affect where they study. Travel costs within Canada vary based on where one lives and where ones school is. So while the travel costs to get to Winnipeg from Kenora is about $50.00 - $150.00, to depending on mode of transportation, it costs approximately $300.00- $600.00 to fly to travel from Kenora to Ottawa, depending on the date one is flying. One who does not have the money to spend on such travel expenses would therefore be unable to attend a school this far away from home.
            Another factor that might limit ones choice of university is whether or not the university accepts their application. The university has to chose who to accept into the school and who to refuse and will only accept a certain number of individuals. Those who do not get accepted do not have the opporunity to attend the university. Moreover, those who get into some universities and not others will also have a more limited choice in which university to attend. Luckily for me, however, I got accepted into each of the schools I applied to and was able to chose between them. Yet, I was limited in only being able to apply to three schools without being charged more money. I am also unable to be registered in more than one school at a time which also limits my choice and my decisions about courses are limited to the school I am attending. If Univeristy of Ottawa offered a course I wished to take I would not be able to because I am not attending that school but Carleton.
            Finally, another factor that does not currenlty limit myself but could limit others is accessibility. According to my friends who have physically disabilities, a number of who are in wheelchairs, Carleton is supposed to be one of the most accessible campuses. This suggests that those with disabilities would not be able to attend other universities because they are more difficult to get around in. One event that draws attention to the lack of accessibility on campuses, particularly on Carleton campus is the Wheelchair challenge. This event occurs every year and challenges students to get around campus in a wheeelchair for a day.


Works Cited
Casigay, J. Personal communication.
Cassie. Carleton Unversity Wheelchair Challenge. Retrieved from http://admissions.carleton.ca/2012/carleton-university-wheelchair-challenge.
Seradski, B. Personal Communication.
Webster, J. Personal Communication.

Tuesday, 26 February 2013

I'm Stylin'


AE Denim and a MAC foundation

Act(s) of consuming: Using

Product: American Eagle Long-sleeve Denim Shirt

Price: approximately $25.00

Price of Simialar Products (different brands):
Guess
Natalie Long-sleeve Denim Shirt
$79.00
Garage
Medium Blue Denium Shirt
$39.90

Garage 

Guess

Why I chose this brand?:
            I walk into American Eagle and I want to buy almost everything in the store. Almost every item seems to fit into my casual country girl style. From their coloured pants, jeans, sweaters and denim long-sleeved shirts. I can always trust that at least one thing I find within the store will fit into my wardrobe. In fact, I am even a member of their mailing list and get emails about offers almost everyday. Although I only open these emails if I am planning on going shopping in the near future. It is not so much that I purchase from the store because the American Eagle brand has some sort of “prestige” or significance on its own, but rather that the style of their clothing appeals to me. I would argue that brands such as Guess and Coach have this sort of prestige attached to them where simply by owning a product from this store people are considered to “have good style or taste”. I am not the type to buy something just because it has a particular brand. That being said the American Eagle Co. does make many clothes that fit my style or identity.
            On a related point American Eagle also markets itself to younger women. The clothing that American Eagle sells, which I have described as ‘casual’ are the types of clothing that youths or younger women are more likely to wear. This is in contrast to older women who would likley wear clothing that is more formal or “workplace appropriate.” However, It is not just the style of the clothing that markets to a younger age group. On American Eagles website the corporation features people who look to be in their teens wearing their clothes. It is also important to note that these people are smiling, happy and doing “fun” things like swinging. This also suggests that the clothes are worn by younger people who are out having fun not older women who are serious or working. As a younger women myself it is certainly possible that this type of marketing has influenced my decision to buy this brand.
            That being said there are other stores that make similar products to American Eagle and market themselves in similar ways. For instance, for many of the items I have bought at American Eagle I have seen similar products at Garage or Guess (see above images). So why do I buy American Eagle? It cannot be a matter of just price because Garage clothing is within a similar price range and often even costs less. One possible reason could be the different feelings that each store instills. When I walk into American Eagle I instantly feel lighter and happier. The store has bright lighting, clear glass windows and one can see the entirety of the store when you first walk in. Garage clothing, on the other hand, has dimmed lighting, covered windows and is longer so that one has to from the front to the back of the store in order to see everything. This setup always makes me feel tired or glummy, almost as if I am trapped within a closed carboard box. I, therefore, think that the atomophere of the American Eagle store is something that affects my willingness to shop here.
            In addition, although American Eagle is not a “prestigious” brand perhaps it does have more social significance or social value than say Garage. I have often heard people mention the American Eagle brand but never heard anyone say something like “oh I shop at Garage” or “oh yeah I bought it at Old Navy.” This may suggest that American Eagle is a more widely recognized brand and that it means something more to say that something comes from American Eagle than another store. Therefore, though I do not feel that the brand itself affectes my decisions maybe it does or maybe this is so for others.  

Limitations on choice?:
            One obvious limitation on choice of brands in clothing is again money. As I has been mentioned many times before, those who have higher incomes have more freedom to by different brands than those with lower incomes. Those with lower incomes may not be able to purchase things from stores such as TNA or Banana Republic. In fact, I often do not walk into particular stores or particular parts of the mall becauase I know I will not be able to afford the items in that store.
            Another limiting factor may be ones gender. It seems to be me that females experience more pressure to know about and buy brands. Consider the scene in Legally Blonde where the character Elle Woods “finds” out that a man is gay because he can tell brands. 


This scene suggests that males cannot tell between brands and females can. So there seems to be more proessure for women to know the difference between brands. That females can recognize brands also suggests there is more pressure to buy brands. If one woman can tell what another is wearing and get some significance from that then women may feel they need to own certain brands. I have often heard things like “Oh, that’s adorable did you get it from ___(store name)” or “____ is so fashionable she gets all her clothing from ____(store/brand). Gender can, therefore, be a factor that because of the stereotypes associated with each gender put more pressure on females than males to buy certain brands.
            Another way that gender can be said to affect the brands one buys is that certain brands only design clothing with the purpose of either females or males wearing them. In the case of American Eagle the store has both a “womens” and “mens” section. Garage, however, only makes clothing “for women” or that females are expected to wear. If I had been male, therefore, my decision between either American Eagle or Garage may have been limited because as a male I would not be expected to or may even receive social criticism for buying clothes from Garage.

Act(s) of consuming: Using

Product: Mac Cosmetics Liquid Foundation

Price: approximately $36.00






Price of Simialar Products (different brands):
CoverGirl TruBlend Foundation
$12.99

Almay Clear Complexion
Liquid Foundation
$14.99
Quo Total Perfection Foundation
Shoppers Store Brand
Approximately $15.00




Why I chose this brand?:
            I have said before that I am not willing to spend a lot of money on beauty products (see hairspray blog entry). So why would I spend $36.00 on Mac foundation when I could get foundation for cheaper? The main reason is that I am pale, ghostly pale in fact. I have tried many different types of cheaper, drug store foundations and none of them have ever been light enough to cover my face during the winter. Even the lightest shades made me look orange and are noticably different from my skin colour.
            Secondly, my mom has been buying Mac for years and I have followed in her footsteps in this. My mom’s use of Mac products lead to me using this brands products. In fact, the first Mac foundation I ever had was one my mother gave to me because it was not the right shade for herself. Having seen my mother use Mac makeup and using it myself lead me to be familiar with these products and in some sense trust them. My past expeirence of using this brand has lead me to trust that when I buy further products from Mac they will be good quality.
            Finally, another factor that may have lead me to purchase this brand is their promotions and the assistance of those within the store. One promotion that I have engaged in at Mac is container return policy. When one brings back a certain amount of empty containers, I believe six, to the store they get a lipgloss for free. This promotion may have been a factor in my decisions to continue buying products. If had five empty containers and needed one more to get a free lipgloss I would probably by another product to get this promotion. This is especially interesting when one things that buying more products may be as expensive if not more expensive than just buying the lipgloss. A second promotion is that when one buys over sixty dollars of makeup they get a free makeover. I remember doing this promotion for my birthday when I turned sixteen. Although I generally only take part in this promotion when I already intend on spending over sixty dollars if I really did want a makeover then I may be willing to buy Mac products to receive one.

Note: Is it a coincidence that the Apple Store which sells Macs and the Mac makeup store are so close together in the Rideau centre? Could this have some affect on purchasing of these brands?

Limitations on choice?:
            Again, the amount of money one has to spend on something affects their choice of which brand to buy. And similarily to my discussion on American Eagle gender may have an influence on this. As a woman I am expected to wear makeup but if I was a man perhaps I would be criticized or socially stigmatized for wearing this, or even any other Makeup brand.
           

Works Cited
Legally Blonde Prada Last Season Shoes Scene. http://www.youtube.com/watch?v=4VRZRQGpkW0