Isolation of Individual Colonies - 1087 Words

A. Define the following: Enriched Media: An enrichment medium contains some important growth factor (vitamin, amino acid, blood component, or carbon source) necessary for the growth of fastidious organisms. Selective Media: Selective media allow for the selection of particular microorganisms that may be present in a mixed culture. Selective media usually contain a component that enhances the growth of the desired organism or inhibits the growth of competing organisms. Differential Media: Differential media allow for the separation of organisms based on some observable change in the appearance of the medium or by an observable effect on the microbe. Complex Media: A complex medium is composed of a mixture of†¦show more content†¦The hemocytometer is a device used to count cells. It was originally designed for the counting of blood cells. It consists of a thick glass microscope slide with a rectangular indentation that creates a chamber. This chamber is engraved with a laser-etched grid of perpendicular lines. The device is carefully crafted so that the area bounded by the lines is known, and the depth of the chamber is also known. It is therefore possible to count the number of cells or particles in a specific volume of fluid, and thereby calculate the concentration of cells in the fluid overall. I. Define the following acronyms: CFU- Colony Forming Units (CFUs) are divided by the product of the dilution factor and the volume of the plated diluted suspension to determine the number of organisms per mL that were present in the original solution. TNTC- Dishes containing more than a few hundred colonies are considered Too Numerous To Count (TNTC) and are recorded as TNTC in data records. TFTC- Dishes with only a few colonies are considered Too Few To Count (TFTC) and recorded as TFTC. OD- The measurements can also be converted to Optical Density (OD) which is a quantitative method of describing the cellular mass of a culture. The measurements obtained through spectrophotometer readings are considered total count measurements because they include all cells present, both viable and nonviable. J. When serial dilution is used to enumerate microbesShow MoreRelatedIsolation Within The Scarlet Letter By Nathaniel Hawthorne1682 Words   |  7 PagesIsolation in The Scarlet Letter In a community, people understand and know each other. In most cases, individuals grow up together and share the same ideals and customs. When a new person shows up, people tend to flock and try to form a persona of the person. Many people expect him or her to fit into the community very fast and follow their laws and customs without complaint. Unfortunately, not everyone can act as a perfect person, and mistakes or problems can occur, which leads to the isolationRead MoreBacterial Growth Rates Essay890 Words   |  4 Pagesshigellosis are as follows: Brilliant Green Agar – Isolated Shigella colonies which do not ferment lactose or sucrose and appear red or white in color with no growth to trace growth on the Agar plate will be present. Triple Sugar-Iron Agar – Presence of Shigella will manifest as a red slant with a yellow butt with no H2S present. In Brilliant Green Agar, E. coli O157 would present as isolated yellow to greenish colonies surrounded by yellow-green zones. In the Triple Sugar-Iron Agar, E. coliRead MoreThe Medical Significance Of Modern Medicine1285 Words   |  6 Pagesreceiving the sterile unknowns, it was then steaked for isolation onto a Brain Heart Infusion (BHI) agar, using aseptic technique. The plates were then incubated in a controlled aerobic environment at a temperature of 37C º. After 24 hours of incubation, the plates were observed for differing morphologies. Performing aseptic technique, a sterile loop was used to remove a sample of each of the isolated colonies and then was streaked for isolation on individual BHI plates. The plates were then incubated aerobicallyRead MoreThe Importance Of Knowing The Identity Of A Microorganism Essay1604 Words   |  7 Pageswas determined. The tested specimen was an unknown sample of a mixed culture of two different species of bacteria. The first step that was taken was obtaining a pure culture of each species of bacteria by isolating one species from the other. Once isolation was complete, the isolated cultures were tested using procedures and tests that had been performed during previous lab sessions. Each mixed culture that was tested had one gram positive and one gram negative bacterial species. The possible speciesRead MoreA Body And Protective Facial Equipment859 Words   |  4 Pagesbacterial colonies. After obtaining the necessary medium, labeling the petry dish, a small portion of the sputum sample is streaked across the first quadrant of the dish in a zig-zag pattern using a sterile inoculation loop. After sterilizing the loop, the step is repeated 3 more times in a clock-wise pattern, dragging part of each quadrant into the next. In all, there will be 4 quadrants. It is important to sterilize the loop in between each quadrant to isolate the individual colonies. After 24Read More Identifying Two Unknown Species of Bacteria Essay1349 Words   |  6 Pagesusing the quadrant streak method for isolation. There were three agar plates; one was incubated at room temperature, the second at 30 degrees Celsius, and the third at 37 degrees Celsius. By placing each plate at a different temperature optimal growth temperature can be predicted for both species of bacteria. Week 1, Day 2 (12 November 2000) After 48 hours of incubation the agar plates were viewed. Individual colonies were tested for successful isolation by gram staining and then viewing theRead MoreStreak Plate Essay654 Words   |  3 PagesStudent: Yi-Ren Wang Course: BIO-205 BD2 Microbiology Instructor: Dirk VandePol Date: 6/21/2013 Streak Plate Isolation for Obtaining Pure Culture 1. When an agar plate is inoculated, why is the loop sterilized after the initial inoculation in put on? Ans: We use agar plate to inoculate microbes by zipping the loop on the agar several times. We streak on the agar plate four time, propose is to isolate the unknown bacteria. Therefore, the first time to streak on the plate, there areRead MoreHester Prynne and Roger Chillingworth in Puritan Society Essay1208 Words   |  5 Pagessociety corrupts and conforms the individual, and it is the individual who breaks from consistency and conformity that is most free. Hester Prynne, a woman punished for adultery, is isolated by herself and her community, but breaks free from strict Puritan society. Roger Chillingworth, the husband of Hester, isolates himself which leads to the destruction of himself and the community. Hester Prynne and Roger Chillingworth experience different types of isolation, and while Hester chooses to transcendRead MoreIdentifying And Identify Two Unknown Bacteria From A Mixed Culture1737 Words   |  7 Pagesthe streak plate isolation to separate the unknowns and perf orm more differential tests. When there is a mixture of mixture of two or more organisms in a sample, a streak plate must be performed to isolate and identify the organisms. In the method of streak plate isolation a sample is obtained and streaked over the surface of a plated agar medium.(1) When a streak plate is performed individual cells settle down separately in the agar, which eventually grow into colonies. Each colony is consisted ofRead MoreLab Report : Isolating And Identifying Bacteria Essay1492 Words   |  6 Pageswas determined. The tested specimen was an unknown sample of a mixed culture of two different species of bacteria. The first step that was taken was obtaining a pure culture of each species of bacteria by isolating one species from the other. Once isolation was complete, the isolated cultures were tested using procedures that had been performed during previous lab sessions. A gram stain was performed on the two isolates. The isolate which had tested gram negative was then tested for the pr esence of

Small vs Large Organisation Essay - 1356 Words

What are advantages and disadvantages of large versus small organisations? Final draft Submited to Sherin White Reading Writing course C Language Learning Unit 03rd Sept 2010 1165 words What are the advantages and disadvantages of large versus small organisations? Porter, Lawler and Hackman (1975) state that organisation is a social entity, existing in order to achieve certain goals, involving specialisation and having some degree of permanence. It is composed of two or more people but the actual number and the way in which they are organised into groups vary from one organisation to another therefore creating the differences between small and large†¦show more content†¦Due to the dimensions, large businesses have many problems in management as well as in many other issues. Having differences in attitudes, values or perceptions, disagreements about needs, goals, priorities and interests can create conflicts and disputes between employees. Sizani(2010) demonstrates that conflicts and disputes occur more frequently in large organisations than in the small ones. As a result of being running by more than one owner, the decision-making process is time-consuming. In addition, a larger business is less flexible than a small one. Accord ing to Dlabay, Burrow and Kleindl (2009:134), large businesses cannot serve customers where the number of products and services needed is small or the requirements are too specialised for a large business to make a profit. A Large business also requires a well organised structure in order to control and make the best use of workforce and resources. Therefore inadequate organisational structure and lacking of clarity in roles and responsibilities might cause serious problems for large businesses. While having some inconveniences in management and organisation, large businesses have a large number of advantages which small businesses cannot have. The capital of a large firm is considerable for the reason that it is generated from partners altogether. Besides this, decisions made byShow MoreRelatedSoftware Architecture : Designing And Creation Of A Structured Framework1271 Words   |  6 Pagessoftware more efficiently (Software Architecture, 2016). This paper examines two early stage seminal papers of Software architecture: 1) ‘On the criteria to be used in decomposing systems into modules’ by D.L Parnas, published 36 years ago 2) And ‘Large scale systems require higher-level abstractions by Mary Shaw’ published 17 years ago. Dr. Parnas, a pioneer of Software engineering, has done extensive research in the field of modular programming, an important part of object oriented programming.Read MoreB2B Marketing Paper1266 Words   |  6 Pageswith reference to an example of a company chosen from one of the following industries: Although business markets and consumer markets share common values and theories, they differ in the way that they function in their respective markets. Organisations need to ensure they understand what makes up a consumer and business market as well as the reasoning behind the purchases of goods and services. Your typical business market sees transactions completed amongst different businesses, i.e. a wholesalerRead MoreHow Does Culture Effect Management? Essay1058 Words   |  5 Pagesreason behind choosing the topic is because London is one of the most culturally diverse cities in the world. 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Invitation to treat originatesRead MoreChallenges Associated With Crm And Cloud Technologies1627 Words   |  7 Pagesunderstanding of the business-related benefits that a software brings is essential in gaining the necessary funding for the implementation of the software [1, 2, 3]. Additionally this context looks at the level of expertise available within the organisation for the implementation of the new technology [1, 2, 3]. Again salesforce eases these challenges by providing success stories [8] as well as success plans to drive adoption [10]. The pressures of securing funding are reduced by them providing aRead MoreCash Accounting : A Simple System Essay952 Words   |  4 Pagesbusiness ââ€" ª how complicated your business transactions and processes are ââ€" ª whether you have the resources to manage accrual accounting. If you aren t sure, it s a good idea to talk to a business or accounting professional. Business.gov.au, 2015. Cash vs. Accrual accounting | business.gov.au. [online] Available at: [Accessed 9 Sep. 2015]. A cash basis income statement can contain results that are substantially different from those of an accrual basis income statement, Profit and loss statementRead MoreBusinesses keep a close eye on the money they make and the bills they owe. Anything that is not paid immediately is financed. Critically discuss the d1624 Words   |  7 Pageswhen they need money to operate. Short-term financing is more suitable to small and new businesses. It is because less money is involved in short-term financing and the risk is lower, investors have more confidence to lend money to those businesses. On the other hand, long-term financing involves higher risk as a much larger amount of money is involved and the duration of finance is longer. Usually, only large organisations consider long-term finance as the investment and project is in a big scaleRead MoreTaking a Look at Management Concepts791 Words   |  3 Pages1. TRANSACTIONAL VS. TRANSFORMATIONAL LEADERSHIP 1.1 Compare and contrast transactional and transformational leadership. Provide 2 specific examples 1.2 Discuss and explain how transformational leadership can bring about effective change in an organisation. Use 2 specific examples. 2. INCREMENTAL VS. RADICAL CHANGE 2.1 Compare and contrast incremental and radical change in an organisation. Provide 2 specific examples. 2.2 Discuss and explain how a change leader can determine if a required changeRead MoreIfrs Vs. Gaap Ifrs923 Words   |  4 Pagesissue. Another important and major disadvantage of adopting or converting to IFRS makes the IASB the monopolist in the sense of setting the standards. And this will be more solid if the US companies adopt IFRS. And if there is competition, such IFRS vs. GAAP that are up on national level, there is more chance of having relevant, reliable and useful information that would be produced while the companies are in the course of competition. And even though the companies and countries are incurring bigRead MoreThe Americanization of Religions1232 Words   |  5 Pagesinherently American and as such, portray uniquely American ideals. The first amendment allowed a spiritual philosophy like Transcendentalism to arise, but it has also had a key part in allowing cults to emerge and to flourish. The 1944 United States vs. Ballard case marked a significant change in legal approaches towards dealing with cults. The original decision found the leaders of the â€Å"I AM† Movement guilty of fraud for collecting funds for a religious cause in which neither believed. The charges

Dolce and Gabbana free essay sample

Cultural analysis on Dolce and Gabbana By: sudikcha koirala We live in a diversified world with different cultures. Going through the multinational course we realized there exists differences in people with the place of their origin and culture. As I studied about the DOLCE GABBANA i came across different cultural issues. While analyzing one of the world’s leading luxury industry/fashion house dolce and gabbana’s websites I got insights about the opportunities and threat to the company with the cultural biases of different countries. Dolce Gabbana was publicly criticized by Britains advertising watchdog Advertising Standards Authority (ASA) in January 2007, for an advertising campaign showing models brandishing knives. Following complaints from consumers groups in February 2007, Dolce Gabbana pulled an advertisement in Spain that showed a man holding a woman to the ground by her wrists while a group of men look on. Spains Labour and Social Affairs Ministry branded the campaign as illegal and humiliating to women, saying the womans body position had no relation to the products Dolce Gabbana was trying to sell. We will write a custom essay sample on Dolce and Gabbana or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Italian publications followed suit, banning the ad. This advertisement was called a glorification of gang rape and declared one of the most controversial advertisements in fashion history. On 5 January 2012, apple daily reported that Hong Kong citizens had been prevented from taking pictures of Dolce Gabbana window displays in both their Hong Kong stores, stirring anti-mainland chinese sentiment. In particular staff and security personnel at their flagship store on Canton Road asserted the pavement area outside was private property where photography was forbidden. The actions sparked protests spanning several days and gained international news coverage on 8 January. Local news reports speculated that the Dolce Gabbanna photo ban may have been imposed at the request of some wealthy Chinese government officials who were shopping and who feared photographs of them in the store might circulate and fuel corruption allegations and investigations into the source of their wealth. Dolce Gabbana finally issued a formal apology to Hong Kong citizens from its Milan headquarters on 18 January 2012. Looking into more of DG’s advertisements, it becomes apparent that they play off of typical societal gender roles. Many times using some sort of sex appeal, the advertisements often depict women as submissive to male supremacy. Take for example, the Madonna for DG campaign. This campaign included many photos that reduced women to their homemaker gender role. Washing dishes and scrubbing floors on hands and knees (in a somewhat provocative position) both make an appearance in this campaign.

Music Therapy Effectiveness

Music therapy is â€Å"clinical and evidence-based use of music intervention† to achieve certain goals within a therapeutic relationship by a certified health expert who has successfully completed an approved music therapy course (American Music Therapy Association). Music therapy is a well-established medical care vocation in which highly trained and qualified healthcare experts use music to address social, emotional, cognitive, physical, and psychological needs of patients or clients (Wainapel and Avital 13).Advertising We will write a custom case study sample on Music Therapy Effectiveness specifically for you for only $16.05 $11/page Learn More After carefully reviewing needs of a patient, a music therapist provides the client with music therapy treatment that mostly includes playing, singing, and creating music (Whipple 123). Scholars have argued that music provides good communication avenues, which are very essential in solving problems for clients who have difficulties expressing themselves (Whipple 94). Music therapy is also essential in facilitating treatment, increasing motivation, expressing feeling, and providing patients with emotional support necessary to promote good health (American Music Therapy Association). Apart from providing people with entertainment, music is widely used for treatment (Whipple 94). Because of this feature, music therapy is considered as â€Å"an art and a science† (Whipple 94). In a hospital setting, clients are referred for music therapy session by other doctors after carefully assessing their condition and healthcare needs. On the other hand, clients can also choose music therapy without necessary being referred by a health expert; this is known as self-referral (American Music Therapy Association). Music therapists are almost found everywhere especially in healthcare centers and they play a vital role in helping patients with special needs to improve communication and motor s kills (Wainapel and Avital 124). Music therapists also work with elderly people and they are useful in helping them to cope with life at old age. Music therapy and stroke patients Music can act as stroke therapy especially when combined with other treatment techniques (Wainapel and Avital 93). In a number of cases, music therapists have assisted stroke victims to recover. Scholar and researchers around the world have proved that music has a great effect on the human brain. According to research, music is able to â€Å"affect human emotions and social interaction† (Wainapel and Avital 92). In fact, research has proved beyond doubt that music is able to reduce stress, improve the general mood, and decrease the level of depression in human beings (American Music Therapy Association). Most recent studies have showed that music can help in reducing negative feeling hence improving clients’ motivation (Whipple 99).Advertising Looking for case study on alternative medici ne? Let's see if we can help you! Get your first paper with 15% OFF Learn More Health experts have also argued that when music is combined with other traditional treatments techniques, it can facilitate faster recovery of stroke patients. This is because music has shown ability to improve emotional and motivation for patients (Wainapel and Avital 123). A study conducted recently showed that, when music is incorporated in therapy session of a stroke patient, such a patient is likely to recover faster than when exercise is used alone for treatment (Koen 16). In addition to this, research has shown that stroke patients become more involved in therapy sessions once music is incorporated in the treatment program; this is the motivational aspect of music (Wainapel and Avital 111). Wainapel and Avital argues that music therapy helps in clients’ social functioning therefore motivating them to participate more in the rehabilitation process (265). Different researchers have su pported that when music is used together with traditional therapy, it is able to help stroke patient deal with emotional and social deficits that arise from stroke and hence speeding recovery of such patients (Koen 29). Moreover, music has shown to improve motor skills for stroke patients. Different rhythms produced by music are responsible in stimulating the auditory nerves in the human sensory organ (Goodman 37). Once music therapy is combined with traditional therapy during patients’ rehabilitation, it improves recovery process enabling the patients to walk. The outcomes of combining therapy session with music therapy have been studied extensively. In fact, research has shown that when stroke patient receive music therapy especially learning how to play instruments such as piano and guitar, they tend to improve motor skills within a short period (Goodman 37). In addition, music therapy enhances communication by improving speech for stroke patients (Wainapel and Avital 102) . Combination of music therapy in the rehabilitation process of stroke patients really helps in developing speech. In a study conducted by American Medical Association, stroke patients were divided into two groups. One group received traditional therapy only while the other group received traditional therapy combined with music therapy. Under observation, the two groups continued receiving therapy for specific period. The group that received traditional therapy combined with music therapy showed quick recovery rates than the one that did not receive music therapy.Advertising We will write a custom case study sample on Music Therapy Effectiveness specifically for you for only $16.05 $11/page Learn More The patient receiving traditional therapy and music therapy showed great improvement in speech and communication since they were regularly singing, rapping, and chanting (Goodman 27). Such exercises (singing, chanting, and rapping) have proved to improve m outh muscle recovery for stroke patients. Why music therapy is effective in treating stroke patients and others I believe music is very helpful in improving health. Generally, stroke patients experience walking difficulties, communication problems, headaches, numbness, and visual problems (Goodman 42). On the other hand, music therapy has proved to facilitate muscle recovery, speech, motivational, and mood among others problems (Goodman 7). Activities such as playing guitar, piano, or a drum can facilitate muscle movements for stroke patients. In addition to this, music that contains certain message can enhance cognitive development for patients (Wainapel and Avital 121). As such, activities such as writing lyrics and performing creative music can help stroke patients and others to improve their mental state. On the other hand, activities that allow movement of mouth muscles such as singing, rapping, and chanting can be of great help to stroke patients who have speech problems (Amer ican Music Therapy Association). Finally, since music has the ability to affect human moods and feelings, once patients are engaged in activities that provides aesthetic qualities of music, they tend to improve their moods and motivation hence improving the general health (Goodman 23). In conclusion, music therapy has the ability to improve the quality of life. This is because music has great effect on the human brain (Whipple 112). In fact, music has certain form of effect on emotions that in turns triggers a certain response in the human brain (Wainapel and Avital 124). Patients who have incurred injuries in the brain or have brain problems also appear to respond to music therapy. Because of this, music therapists have continued using different music rhythms to organize the brain hence helping patients with disabilities to respond to other treatment techniques and therefore promoting fast recovery (Wainapel and Avital 124). Because of its vital role in the healthcare sector, music therapy as a discipline is found in different settings including schools, hospitals, correctional centers, and nurseries among others (Goodman 23). When combined with other treatment models, music therapy can play a vital role in recovery of stroke patients, clients with heart problems, and epilepsy among others. As such, music therapy can greatly improve the quality of life.Advertising Looking for case study on alternative medicine? Let's see if we can help you! Get your first paper with 15% OFF Learn More Works Cited American Music Therapy Association. What is Music Therapy. 2012. Web. https://www.musictherapy.org/about/musictherapy/ Goodman, Doron (2011). Music Therapy Education and Training: From Theory to  Practice. Illinois: Charles Thomas Press, 2011. Print. Koen, Benjamin. The Oxford Handbook of Medical Ethnomusicology. Oxford: Oxford University Press, 2008. Print. Wainapel, Stanley, and Avital Fast. Alternative Medicine and Rehabilitation. New York: Demos Medical Publishing, 2003. Print. Whipple, Jennifer. Music in intervention for children and Adolescents with Autism: A Meta-Analysis. Journal of Music Therapy, 41. 2 (2004): 90–156. Print. This case study on Music Therapy Effectiveness was written and submitted by user Perla Erickson to help you with your own studies. You are free to use it for research and reference purposes in order to write your own paper; however, you must cite it accordingly. You can donate your paper here.

261 End of Huck Finn and The Yellow Wallpaper Professor Ramos Blog

261 End of Huck Finn and The Yellow Wallpaper Huck Finn Ending Quick Write Is The Adventures of Huckleberry Finn still relevant today? Why or why not? Huck Finn Ending Keynote speakers Jocelyn Chadwick, author of The Jim Dilemma: Reading Race in Huckleberry Finn Charlotte Perkins Gilman 1860-1935 Charlotte Perkins Gilman Biography The Yellow Wallpaper 1892 The Yellow Wallpaper (Short Film)

The Salem Witchcraft Trials Overview

The Salem Witchcraft Trials Overview Salem Village was a farming community that was situated approximately five to seven miles to the north of Salem Town in the Massachusetts Bay Colony. In the 1670s, Salem Village requested permission to establish it own church due to the distance to Town’s church.   After some time, Salem Town reluctantly granted Salem Village’s request for a church. In November 1689, Salem Village hired its first ordained minister – the Reverend Samuel Parris – and finally Salem Village had a church for itself. Having this church gave them some degree of independence from Salem Town, which in turn created some animosity. While Reverend Parris was initially welcomed with open arms by the residents of the Village, his teaching and leadership style divided the Church members.   The relationship became so strained that by the fall of 1691, there was talk amongst some church members of discontinuing Reverend Parris’ salary or even providing him and his family with firewood during the upcoming winter months. In January 1692, Reverend Parris’ daughter, 9-year-old Elizabeth, and niece, 11-year-old Abigail Williams, became quite sick. When the children’s conditions worsened, they were seen by a physician named William Griggs, who diagnosed them both with bewitchment. Then several other young girls from Salem Village also displayed similar symptoms, including Ann Putnam Jr., Mercy Lewis, Elizabeth Hubbard, Mary Walcott and Mary Warren.   Ã‚   These young girls were observed having fits, which included throwing themselves on the ground, violent contortions and uncontrollable outbursts of screaming and/or crying almost as if they were possessed by demons inside. By late February 1692, local authorities had issued an arrest warrant for the Reverend Parris’ slave, Tituba.   Additional warrants were issued two other women that these sick young girls accused of bewitching them, Sarah Good, who was homeless, and Sarah Osborn, who was quite elderly. The three accused witches were arrested and then brought before magistrates John Hathorne and Jonathan Corwin to be questioned about the witchcraft allegations.   With the accusers were displaying their fits in open court, both Good and Osborn continually denied any guilt whatsoever.  Ã‚   However, Tituba confessed. She claimed that she was being assisted by other witches who were serving Satan in bringing down the Puritans. Tibuta’s confession brought mass hysteria not only in the surrounding Salem but throughout all of Massachusetts.   Within short order, others were being accused, including two upstanding church members Martha Corey and Rebecca Nurse, as well as Sarah Good’s four-year-old daughter. A number of other accused witches followed Tibuta in confessing and they, in turn, named others.   Like a domino effect, the witch trials began to take over the local courts.   In May 1692, two new courts were established to help ease the strain on the judicial system:   the Court of Oyer, which means to hear; and the Court of Terminer, which means to decide. These courts had jurisdiction over all the witchcraft cases for Essex, Middlesex, and Suffolk counties.    On June 2, 1962, Bridget Bishop became the first ‘witch’ to be convicted, and she was executed eight days later by hanging. The hanging took place in Salem Town on what would be called Gallows Hill. Over the next three months, eighteen more would be hanged.   Further, several more would die jail while awaiting trial. In October 1692, the Governor of Massachusetts closed the Courts of Oyer and Terminer due to questions that were arising about the propriety of the trials as well as declining public interest.   A major problem with these prosecutions was that the only evidence against most of the ‘witches’ was spectre evidence – which was that the accused’s spirit had come to the witness in a vision or a dream. In May 1693, the Governor pardoned all witches and ordered their release from prison. Between February 1692 and May 1693 when this hysteria ended, more than two hundred people had been accused of practicing witchcraft and approximately twenty were executed.

Social studies education & digital source materials Research Paper

Social studies education & digital source materials - Research Paper Example This helps to contribute to research and evaluation in the field of social studies and technology. Digital sources extend the learning experience beyond the traditional learning experience. This is because technology introduces students to activities in which skills and content are taught more meaningfully (Savage, Armstrong, & Potthoff, 2000). In order to achieve this, instructors need to understand and make sure that they respond to the needs of their students. Teachers can then design learning experiences that will challenge their students to make informed connections and this will in turn expand their knowledge (White, 2000). Teachers can come up with a variety of ways that may include digital sources to deliver a given concept. This is because the understanding capabilities of their students differ. In order to make learning more meaningful, they have to meet the needs of every student that may require them to go beyond the traditional learning techniques (Levstik & Tyson, 2008). One way in which technology can be applied in the social studies curriculum is by using digital sources similar to the ones found at the Virginia Center for Digital History. At the center, they have developed a series of digital history projects (Ross, 2006). The main aim being to develop high standard quality, properly researched and reliable history material for the website globally and deliver them to the general public, schools and historical societies among other institutions. The digital archive can also be found online through the Virginia Center for Digital History (Savage, Armstrong, & Potthoff, 2000). Students from all over the world can then access the primary information that is readily available online and use it to understand the importance of people and events that occurred in the past. This is because the site provides students with raw data at their disposal that can be manipulated and interpreted. Institutions can also use these

Pen Pal Letter about Ballet Essay Example | Topics and Well Written Essays - 1000 words

Pen Pal Letter about Ballet - Essay Example However, during the reign of King Louis XIV is when Ballet made positive progress in French culture. The king always invited Ballet dancers to perform to him whenever he had a function not to forget the King himself performed ballet alongside with noblepersons. The contribution made by King Louis XIV towards development of ballet cannot be underestimated especially by him, establishing the first world’s ballet school (Academie Royale de danse currently known as Paris Opera) and was thus renamed as â€Å"The Sun King†. You might be wondering how King Louis XIV performed exemplary in Ballet dance. The person behind this is none other than Pierre Beauchamp, the guy behind the famous principle that each leg must be â€Å"turned-out†. Another question is how this type of dance found its way to Russia. The credit goes to two Frenchmen called Marius Petipa and Lev Ivanov who was his assistant who traveled to Russia back in the early 1840s and produced more than sixty ba llets. They choreographed three famous ballets namely; Nutcracker, Swan Lake, and Sleeping Beauty. Vaganova method- This method of ballet was developed by Agrippina Vaganova to train dancers on classical ballet. It integrates the romantic style of French ballet with dramatic soulfulness of the Russian character. Her contribution towards ballet made her famous dancers in the dancing history as well as being appointed as the director of Imperial Ballet School in Saints Petersberg. Vaganova method is regarded to be clean having precise moves.

Economical and Environmental Cost-Benefit Analysis on Hybrid Cars Essay Example for Free

Economical and Environmental Cost-Benefit Analysis on Hybrid Cars Essay A hybrid car is a car propelled by the application of two or more power sources. First attempts to introduce hybrid cars goes back to mid 1660, way before the discovery and introduction of the fuel powered conventional cars but were never commercially manufactured until 21st century when Japanese car manufacturer, Toyota produced the Toyota prius exclusively for its domestic market. In fact, it is estimated that the first attempt to produce a hybrid car was in 1665. The delay in the production of this class of vehicles was because of two main reasons; first, the limited range in the distance the vehicles could cover and secondly the difficulty and costly process of recharging their batteries. Furthermore, it is a basic science concept that the more complex a machine is the more it is prone to failure and thus the idea of commercial production of hybrid vehicles has been a slow process over the centuries. World’s population explosion, demand for fresh air and green cities, dwindling petroleum deposits, over dependency in overseas oil, economic recession and global warming are just some of the environmental and economic factors that have forced world’s leading car manufacturers to provide to the market car models that are not only environmentally friendly but also cost effective. A cost-benefit analysis on this topic will attempt to bring out the cost of getting a hybrid car into the road in comparison to the benefits that the world stands to reap as a result of this venture. This research seeks to bring to the surface three major aspects that are associated with the introduction of hybrid cars into the transportation world. These three issues are: (i) The cost of producing a hybrid car: The successful landing of a hybrid car is in focus under this area. It is not easy to get into the road a car that makes use of a combination of two or more sources of energy. The research involved is estimated to run to millions of dollars thus sky-rocketing the price of a hybrid car. (ii) Environmental factors: Environmental factors simply refer to the concerns that a particular type of car produces substances that injure our surroundings thus making life on earth more dangerous and therefore more complex. These substances include green house gases as well as toxic metal compounds such as the ones that contain lead in their structure. (iii) Economic cost benefit factors: Economic factors have much to do with the living standards of people as far as the generation and investment of money is concerned. The economic make up of the world has gotten pegged heavily on oil and there are concerns from every right thinking citizen of the world that this is a self consuming trend that is likely to create serious economic problems if the oil industry hits a serious problem. This has already been witnessed before whereby a slight rise in oil prices has sent shockwaves in economies in both the developed and the developing world. Literature Review The former Vice President of the United States who later won the Democratic Party nomination and lost the presidency in a controversial manner to George W Bush, Mr. Al Gore, has had the world rethinking its actions as far as the degeneration of the environment is concerned. An inconvenient Truth, a film he worked on captures the problems that are already being experienced in various parts of the world as a result of global warming. This, he says is being fuelled by the use of environmentally unfriendly cars that use oil or gasoline (Gore, 2006, para1-3). It is not surprising that he went a head to win a Nobel Prize for this peace of work. Electric and hybrid cars have always received much appreciation due to the perceived ability to tackle this burning issue of climate change. Their ability to cut the emission of these toxic substances into the atmosphere that lead to negative climatic shift is the major reason for this (Anderson and Anderson, 2004, pp 6-10). In recognition of this serious problem, vital steps have been made in the research that is involved in the development and production of cars that make use of a combination of two or three sources of locomotive energy. Chief among these is the research into electric cars that promise to reduce the overreliance on oil (Westbrook, 2001, pp 34-39). The pioneer nation in the world in the research and possible mass production of hybrid cars is Japan. But the appetite with which the United States of America has picked up the issue points to the significance of this type of car. The driving force is the reduction in pollution, the saving that comes in terms of finances and most importantly national security that is put at risk with too much dependency on foreign oil. The argument is often projected in terms of supplying their dollars to nations that fund terror groups such as al Qaeda (Boschert, 2006 pp 2-7). It is common knowledge that mass production of hybrid cars will not only provide a partial solution to world environmental problems but also be a practical measure to save countries from losses running to millions of dollars due to escalating prices of world crude oil. The cost of producing a hybrid car The production of hybrid cars is not a cheap or a simple venture. Confessions by companies that have dipped their fingers into this hot pot have clearly shown that more than just simple technology is in play in the production of this type of cars. Research that has been on-going for a long time now is very complicated and has consumed millions of dollars. At the end of the day, despite the hyped advantages of shifting from purely oil consuming cars to hybrid cars, the cost that must be borne has to be high (Westbrook,2001,pp 56-61). It is the overall ability of the hybrid car to assist man in solving most of his economic and environmental problems that make the whole exercise worthwhile. Environmental factors While scientists agree that there can never be perfect environmentally friendly hybrid cars and that this depends solely on the design and model of hybrid power system. It is worthy appreciating that the use of this class of vehicles will automatically lead to the reduction of global warming by approximately 0. 3 to 0. 5 percent and that more advanced models and designs in the coming years due to technological advances would reduce this figure even further. The problems of the quality of urban air, reduction of noise due to application of electric motor in fuel power conventional cars, and elimination of smog forming pollutants could be solved in a century if research on mass production of hybrid cars is given a priority. The main source of air pollutants in cities and major towns is transportation. Fuel powered conventional motor vehicles produce much higher levels of carbon dioxide (Co2) carbon monoxide (Co), nitrogen oxides (Nox) and hydrocarbons (Hc) and this from the primary source of these dangerous pollutants. This is mainly because fuel powered conventional cars (FPCC) make short trips that do not give time for electric motor warm ups and cold starts. It is noted that hybrid cars reduced the levels of the carbon monoxide, hydrocarbons and carbon dioxide by 97% in comparison to other sources of these pollutants. Carbon monoxide (C0), when inhaled for long periods interferes with the proper functioning of the brain in that it impairs the flow of oxygen (O2) into the brain. Once the brain stops working in the expected way, the person involved turns into a vegetable. Carbon dioxide and water vapor form the principal components of green house gases that bring about the green house effect. Green house effect is a scenario in which too much heat is trapped within the atmosphere due to the presence of such toxic gases as carbon monoxide and this resultant effect is a highly raised earth temperature. Infact carbon dioxide (C02) is considered one of the major atmospheric pollutants, and is solely responsible for approximately 57% global warming. Negative effects of global warming include the rapidly declining numbers of polar bears and melting of ice in the tropics. It is therefore an open knowledge that releasing carbon dioxide (C02) into the atmosphere is detrimental to the lives of living organisms and the equilibrium of the ecosystem. Sulphur and chlorofluorocarbons (CFCs) are very dangerous air pollutants produced by combustion of sulphur containing fuels. Over the years, scientists have devised means of producing sulphur and lead free fuels but achieving an excellent degree is still a distant mirage. Deposition of these compounds in the air is harmful to plants, man and infrastructure. Exposure to high concentration of sulphur dioxide irritates respiratory tracts making breathing difficult and can easily cause lung problems. Sulfur Oxide contributes to respiratory illness. Patients suffering from heart diseases risk aggravating their conditions if exposed to even mild concentration of sulfur oxides. These components also form secondary pollutants when transported and combined with other elements forming sulphates, nitrate salts, nitrogen dioxides and even nitric acid vapor. This is what is commonly known as acid rain that corrodes buildings, burns vegetations, burns the human skin and destroys infrastructure. Chlorofluorocarbons also form component of green house gases that bring about the effect of global warming. When exposed to gamma rays, these compounds break down to release chlorine atoms. The presence of chlorine atoms in the atmosphere catalyses splitting of Ozone (O3) into oxygen gas (O2), however the negative effects of their presence overweigh their importance. Photochemical air pollution, usually known as smog and is commonly sported in the tropics and subtropics is also caused by incomplete combustion of gasoline emitted by fuel powered conventional vehicles. This process leads to the production of Ozone gas that is responsible for irritation in the eyes, extensive damage to plants and crops and lung complications. The release of carbon dioxide (C02), chlorofluorocarbons (CFC), sulphur oxides, nitrogen oxides (N0x) and other pollutants into the atmosphere contributes to the destruction of plants on the earth’s surface. Photosynthesis, the process through which trees produce oxygen from carbon dioxide is so vital to human life in fact it is said that life cannot exist without trees. Destruction of trees by releasing these pollutants into the air is equal to destruction of both human life and plant life. While particulate matters are the main contributors to lung problems and most cancer cases, hydrocarbons are also a cause of lung problems and other tissue problems. Long exposure to high concentrations of hydrocarbons eventually leads to total organ failures. Furthermore it is a major contributor to birth defects and other complicated illnesses like cancer. With the commercial manufacture and introduction of hybrid cars, extensive damage to the environment is definitely reduced, quality of life enhanced and urban areas become clean to inhabit, the dream of world environmental rights groups. Economic factors Crude oil is the raw material that propels almost all components of world’s economy in many ways. In fact the world is so dependent on crude oil that if its supply would be cut abruptly, major world economies like United States of America, Russia and China would immediately come to a standstill. United States depends on crude oil alone for 40% of its energy supply, triple than other sources. Overdependence on crude oil is not sound enough. First, crude oil is a non-renewable source of energy and analysts predict it will be largely exhausted within half a century. This rings an alarm bell that if measures are not put in place and countries go green by using hybrid cars, then the future is bleak and the word is in danger. Transportation sector depends entirely on oil for energy supply. Trucks, planes, ships cars and buses are propelled by motor engines that use oil. Introducing hybrid cars would reverse this trend, make the world safer from fluctuating oil prices and reduce dependence on this energy source (Paterson, 2007 para. 3-5). Reliance on crude oil for fuel supply is a major contributor to ethnic and tribal wars in Africa. This demonstrates the levels at which scramble for this commodity has reached. In fact notably China is so hungry for crude oil that it is ready to ignore the sufferings of millions of peoples around the world and specifically Sudan, so as to get its industry moving. It therefore points to the fact that lasting peace and safety will be found and armed conflicts reduced drastically when less fuel consuming cars are produced and thirst for oil curtailed. Hybrid cars are pocket friendly as they consume less gasoline in comparison to fuel powered conventional cars. Even though they are slightly expensive to purchase, the reward is achieved in long term due to lower fuel consumption. Further, governments and notably the United States of America give tax incentives to buyers of hybrid cars in to a move aimed at reducing the average prices of these vehicles and thus encouraging more people to purchase them. Dwindling petroleum deposits in a major concern to the world. It is widely acknowledged that only a total of one trillion barrels of recoverable crude oil reserves is available for exploration worldwide with only two percent (2%) of this value in the United States of America. Most of these oil deposits are found in the eastern hemisphere that is made up of countries that are well known for political instability. It is therefore very wise for countries that fall in the Western hemisphere and more so, the United States to adapt the mass production and commercial use of hybrid vehicles. This will not only cushion them from ever fluctuating oil prices but will also prevent the imminent collapse of most sectors of the economies of these countries. Conclusion From the foregoing, it is evident that the world stands to gain immensely from the introduction into the world of transportation hybrid cars. It is true that the cost of producing a hybrid car is not one that sends one smiling all the way to the bank. In fact it is prohibitively high and the faint hearted who will not pay attention to the long term benefits of this hybrid car model will not dare. But the benefits or gains both in terms of saving a planet in peril and a global economy in a shambles are so enticing and crucial that it is actually the way to go. The environmental problems that come as a result of oil utilization in transport and other areas of life will be dealt with once and for all. For instance, the release of dangerous gases such as carbon dioxide and carbon monoxide into the atmosphere that is responsible for global warming and numerous respiratory problems as well as problems in farming thorough such phenomena as acid rain will be solved. The economic woes that emanate from over dependence on oil will also be contained. The availing of financial resources to rogue nations such as Iran that fund terrorist groups, the shaking of the global economy due to shifts in oil prices as well as the escalation of conflicts in most third world countries in the east and Africa as a result of scrambling over oil resources will be eliminated. References: Anderson C. D Anderson J (2004); Electric and Hybrid Cars: A History. ISBN-10: 0786418729, ISBN -13: 978-0786418725, McFarland Company. pp 6-10 Boschert, S. , (2006); Plug-Ins: The cars that will recharge America. pp 2-7 ISBN-10: 0865715718, ISBN-13: 978-0865715714, New Society Publishers. Gore, A. (2006): An Inconvenient Truth. Retrieved on 24th March 2009 from: http://www. climatecrisis. net/aboutthefilm/. Para 1-3. Paterson, B. N. , (2007). Economic benefits of hybrid cars. Retrieved on 23rd March 2009 from: http://www. helium. com/items/1026111-economic-benefits-of-hybrid-cars, para 3-5. Westbrook M. H, (2001): The Electric Car: Development and Future of Battery, Hybrid and Fuel-Cell Cars. ISBN-10: 0852960131, ISBN-13: 978-0852960134. The Institution of Engineering and Technology. pp 56-61.

Essays --

Dominique Porter HIS 108 Midterm Project CSC Feb 23 2014 Title â€Å"A Forgotten Love† Persona Margret Marie Link is long time friend and secret admirer of Henry Ford knows a lot about his life. Margret knew Henry from when they were both little kids and had a big crush on him, most of her life. Henry and she would write back and forth all the way till his success of his business Ford Motors Introduction As you drive in your car today do you ever think to yourself where did all this start? Who made it the invention of the car, when and where? As the best friend of Henry Ford. I’m here to tell you the questions you want to hear. Story Henry Ford was born July 30, 1863, on a farm in Greenfield Township, Michigan. His father William Ford was born in Country Cork Ireland and his mother Mary Ford was born in Michigan. Henry Ford spent his childhood on his family's farm, located outside of Detroit, MI. When Henry was twelve, his mother died during childbirth. Henrys father gave him a pocket watch in his early teens. At 15, Henry dismantled and reassembled watches and clocks of friends and neighbors dozens of times, and gained the reputation of a watch repairman. Henry repaired my watch plenty of times. I had the very first Rolex Oyster watch, in other words, the world's first water-resistant timepiece. This was no easy watch to work on and just watching how much he loved to take things apart and put it back together just made me think he’s going to invent something big one day. I came from a rather wealthy family and this is how I met Henry. Him being only fourteen and I was just barely thirteen I was always bei ng impressed on how good he was at fixing things mechanically. I had a huge crush on Henry and when I would break ... ...air driving 1 mile in 39.4 seconds and setting a new land speed record at 91.3 miles per hour also had convinced the race driver Barney Oldfield to drive his car which made him worldwide†. That was the last time I heard from Henry I guess you could say that he made it big time and forgot about me. I soon settled down with my husband in 1943 and was driving a car made by Henry himself called the Model T.Me and my husband were planning on moving to Italy in two weeks with our son Tom Link. I went to visit my mom and she gave me an article about how Henry and his wife were anti-Semitic. From 1919 to 1927, his newspaper, the Dearbopendentrn Inde, had a pamphlet called "The International Jew. I had a full life of excitement and even though I didn’t get o be with the man of my dreams I was glad to be a part of his life but my forgotten love will always remain for him.

Angelo’s Pizza

ANGELO’S PIZZA ANSWER #1. The expansion of stores and eventually franchising while focusing on serving only high quality fresh ingredients should include the following three resource management implications: (1) BUSINESS ENVIRONMENT ANALYSIS – This implication represents the importance of the company’s general and competitive environment. Angelo needs a good business strategy. A strategic plan is the company’s plan for how it will match its internal strengths and weaknesses with external opportunities and threats in order to maintain a competitive advantage (Dessler, 2012).Angelo’s early attempts showed the pitfalls in rushing and making assumptions about replicating a viable business unit. Fortunately, Angelo has realized his lack of proper planning and the necessity to correct his errors before attempting to branch out into more stores and possibly franchising. The locations of the proposed new stores are paramount. These locations must be in area s where high quality ingredients are readily available. The supply of fresh ingredients does not meet all the needs for successful stores. The medium that serves the customer pays a vital role. 2) JOB ANALYSIS – All businesses want to attract and maintain good people. A job analysis is the procedure through which you determine the duties of the positions and the characteristics of the people to hire for them (Dessler, 2012). All of Angelo’s locations must have competent employees who are able to provide good customer service. Angelo has to develop a plan that identifies the characteristics and skills that applicants need to possess before he can develop his staff. Once he knows the type/kind of person he needs to recruit for his business, he needs a comprehensive plan for hiring them.A screening process for applicants that include hiring guidelines, previous work experience, and reference and background checks would be useful. A logical, structured interview session wh ere the job duties and responsibilities as well as the required job qualifications are explained would be the next step. Once Angelo has job candidates that he is satisfied with, he then has to develop human resource strategies that will ensure their success. (3) TRAINING – Angelo should develop a training program for both new and existing employees. The implementation of a training program is beneficial for both the company and the employees.Training programs helps each employee to understand their various role/job expectations. Unskilled workers are counterproductive to the work environment. It can jeopardize a business reputation. Angelo’s newly hired waiter/waitress should be trained on how to correctly take orders and how to serve the customers efficiently. Angelo’s ideas regarding customer service has to be shared throughout all stores. If sufficient time is devoted with the training program, all employees become an asset for the organization with the incr ease of their knowledge.After completion of the training, all of Angelo’s Pizza employees should know where they stand and that their performance can lead to a management position. ` ANSWER #3. By asking the following questions, I feel Angelo will be able to attain qualified candidates. The questions are based on situational and behavioral judgments. STRUCTURED INTERVIEW FORM Name of Applicant: Position applied for: Date of the Interview: (1) Why did you choose our organization? (2) Employees interact with a wide variety of customers. Sometimes customers may become angry/frustrated.Describe a time when you dealt with a customers who was demanding. Impatient or angry. How did you respond to the customer’s request or demands? What was the outcome of your actions? (3) Sometimes employees must communicate unpleasant information to customers. Describe a time when you had to communicate unfavorable information to a customer. What did you have to tell the customer? What was t he outcome? (4) If a customer is dissatisfied and wants to return a ordered food item/dish, how would you respond? BIBLIOGRAPHY/WORK SITED Dessler, G. (2012). Human Resource Managemnet, Thirteenth Edition. Pearson.

Fight Club Essay

Every so often, a film comes along that shocks people and forces them to acknowledge issues and realities that are normally taboo in open society and are fodder for conversations with therapists. The film â€Å"Fight Club† (1999) directed by David Fincher is just one of these films. How do people react when challenged to question the purpose and perspective of their lives as influenced by society, isolation, fear, survival and their own vulnerability and mortality? Narrator: This chick Marla singer did not have testicular cancer. She was a liar. She had no diseases at all. I had seen her at Free and Clear my blood parasite group Thursdays. Then at Hope, my bi-monthly sickle cell circle. And again at Seize the Day, my tuberculous Friday night. Marla†¦ the big tourist. Her lie reflected my lie. Suddenly I felt nothing. I couldn’t cry, so once again I couldn’t sleep. What happens when people are faced to accept the negative side of what they do? As what happened to the narrator when he was forced to see his actions for the perverted and voyeuristic nature that it had, discovery almost always leads to guilt and self-loathing. Sociology propounds the thinking that every individual’s behavior and values are influenced by factors within his environment. People have a need for a certain level of security, control and belonging in society. These needs are often met by actions chosen and motivated by fear of being isolated and failure. The narrator, for example, has led a fairly routine life. He is a mild-mannered employee that makes him fair game for his more arrogant bosses and other more outspoken people such as his doctor. One might say it is his need for job security to sustain his materialistic life style that makes him meek and generally docile. People are bound by the need to be accepted and recognized as good, moral and reliable people who follow rules. The rules that bind society may either be judicial, social, or the tenets ascribed to by one’s faith or religion. It may be reasonable to think that while at the back of the narrator’s mind, he knows his participation in group therapy has turned into a perverted and voyeuristic addiction. Having made to come to face with the reality of his actions in the person of Marla, he begins to get angry. Even people in real life are like that. They can delude themselves into acknowledging only the more acceptable part of their actions to the point of rationalization it. It’s the Machiavellian adage of â€Å"The end justifies the means. † But almost always something or in this case, â€Å"someone† happens that shatters the delusion and people then turn angry and experience guilt once they are confronted with the truth and reality of what they have been doing. There is a belief that for a man to discover what he is made of, he must first be stripped of all his possessions and pre-conceived notions of existence. Buddhism was founded on such a premise. Symbolically, that is also what happened to the narrator’s character when he was stripped of all his worldly possessions by a fire. Human nature exists within boundaries. One can take the losses and negativity up to a certain point. Once that point is reached, the need for assertion and self-preservation takes over. One might almost call it â€Å"the feather that broke the camel’s back. † Losing the reassurance of a comfort zone and being plunged into unknown territories is probably one of man’s greatest fears that turns life into a matter of survival. In society, people take on roles that come with certain expectations. It is satisfying because it is â€Å"familiar. † Be it defined by their job title, family or role in personal relationships, people are more often viewed by the actions and responsibilities entailed by their roles. Employees are expected to be subservient to management and perform well, a husband is expected to earn and sustain his family, friends are expected to be good buddies and be there when their friends need them. If one thinks about it, in these roles, a person’s identity is determined by the value that one brings to a relationship. And for people to earn their â€Å"survival† in familiar grounds, they do their best to fulfill such roles. There is however, the secret â€Å"self† that is part of every person that is kept hidden from the world. Tyler Durden: All the ways you wish you could be, that’s me. I look like you wanna look, I fuck like you wanna fuck, I am smart, capable, and most importantly, I am free in all the ways that you are not. How often is it that one feels anger that produces pictures of violence within their heads? In today’s fast paced and stressful times, different modes of therapy and tension busters have been designed specifically to deal with repressed emotions. â€Å"He made me so angry I could have killed him†¦Ã¢â‚¬  Violence occurs in the thoughts of people whether they admit it or not. It could be from the pettiest irritation to the more dangerous rages. Beneath a veneer of social graces and smiles, a person could be imagining the most violent thoughts against the person they are smilingly chatting with. Tyler Durden: People do it everyday, they talk to themselves†¦ they see themselves as they’d like to be, they don’t have the courage you have, to just run with it. What is freedom? One would think that if people were to take freedom for its full definition, they would be able to do whatever they wanted as long as they took responsibility. In the same sense, what defines a free man? Is it the ability to do whatever he desires without thought to anything else or is it the ability to assert and maintain one’s identity in the face of social expectation and laws? Take the case of the narrator: He is unhappy with every aspect of his life from his job to how he deals with others. His life is defined only by material possessions. He is meek and subservient towards a boss he detests. He is free yet constrained. Freedom therefore is constrained by man’s fear of consequence. This is a common experience. People are forced to do things as if in a barter. In the work place, tempers are controlled and respect is forced. In return, there is material gratification in the form of salaries, survival in the sense that employment is maintained and of course, advancement socially and personal economics. This kind of existence meets its most supreme challenge however in the inevitable for, human mortality. â€Å"Tyler Durden: Tomorrow will be the most beautiful day of Raymond K. Hessel’s life. His breakfast will taste better than any meal you and I have ever tasted. â€Å" In the scene where Tyler put a gun to Hessel’s head, it is a reasonable belief that the character Hessel fully expected to die at that very moment. To be given a reprieve when he was let go is literally being given a second chance at life. Death is a very powerful concept and eventuality. It is interesting to note that people faced with their own mortality experience a shift in perspective when it comes to how worthless or meaningful their lives have been. The definition of life changes from day to day waking existence to something that is much more valuable and dynamic. From the roles a person takes on due to necessity, mortality makes them face the reality of what they really are complete with their wants and desires. The realization of a life led without personal truth and realization makes a person desperate to grab at the few chances to actualize their desires before death claims them. â€Å"Tyler Durden: Guys, what would you wish you’d done before you died? Steph: Paint a self-portrait. The Mechanic: Build a house. Tyler Durden: [to Narrator] And you? Narrator: I don’t know. Turn the wheel now, come on! Tyler Durden: You have to know the answer to this question! If you died right now, how would you feel about your life? † Certain things happen that changes a person’s view of life completely. Be they positive or negative, the life experience and human individuality are complex yet intertwined. Some may find it easy to dismiss Norton’s character as simply schizophrenic or â€Å"weak. † Yet the truth is that within every person is an honest being that has individual needs, desires and desired freedoms that may just be unacceptable in an organized and tradition ruled society. Everyone also has the potential to rebel against it and prescribed conventions. The dialogue between the narrator and Tyler best summarizes this: † Tyler Durden: Did you know that if you mix equal parts of gasoline and frozen orange juice concentrate you can make napalm? Narrator: No, I did not know that; is that true? Tyler Durden: That’s right†¦ One could make all kinds of explosives, using simple household items. Narrator: Really†¦? Tyler Durden: If one were so inclined. † Works Cited Fight Club. Dir. David Fincher. Perf. Brad Pitt, Edward Norton, Helena Bonham Carter, Meat Loaf. Art Linson Productions, 1999.

Free Essays on Hussain

Frederick Douglass: an in depth look into the life of a great man Robert B. Lewis V. Kurt Young History 112 Spring 2001 The molding of Frederick Douglass How did the early years of Frederick Douglass’ life affect the beliefs of the man he would become? Frederick Douglass’ adulthood was one of triumph and prestige. Still, he by no means gained virtue without struggle and conflict. There was great opposition and hostility towards him. To fully understand all of his thoughts and beliefs, first one must look at his childhood. Frederick Augustus Bailey was born in February of 1818 to a black field hand named Harriet. He grew up on the banks of the Tuckahoe Creek deep within the woods of Maryland. Separated from his mother at an early age, he was raised by his grandparents Betsy and Isaac Bailey. Isaac and Betsy were not thought to be of relation. Isaac was a free man and a sawyer, while Betsy was an owned slave, but she kept her own rules. Her owner trusted her to watch over and raise the children of the slaves until they were old enough to begin their labor. She was allowed to keep her own cabin, and to farm food for the children and herself. It was not an easy job. While all of the mothers were busy working in the fields of their master, Aaron Anthony, she was busy watching over their infants. Betsy Bailey was quite a woman. She was a master fisher, and spent most of her days in the river or in the field farming. She was very intelligent and physically able bodied. Most historians credit Frederick’s intelligence to his extraordinary grandmother. At the age of six, Frederick’s carefree days of running and playing in the fields came to an abrupt end. He was taken away from his grandmother to begin the toil and sweat of the field workers. Here he joined his older brother and sisters, Perry, Sarah and Eliza in the fields of Edward Lloyd. The slave head in charge of Frederick was the cruel cook, Aunt Katy. Although perhaps he deserved s... Free Essays on Hussain Free Essays on Hussain Frederick Douglass: an in depth look into the life of a great man Robert B. Lewis V. Kurt Young History 112 Spring 2001 The molding of Frederick Douglass How did the early years of Frederick Douglass’ life affect the beliefs of the man he would become? Frederick Douglass’ adulthood was one of triumph and prestige. Still, he by no means gained virtue without struggle and conflict. There was great opposition and hostility towards him. To fully understand all of his thoughts and beliefs, first one must look at his childhood. Frederick Augustus Bailey was born in February of 1818 to a black field hand named Harriet. He grew up on the banks of the Tuckahoe Creek deep within the woods of Maryland. Separated from his mother at an early age, he was raised by his grandparents Betsy and Isaac Bailey. Isaac and Betsy were not thought to be of relation. Isaac was a free man and a sawyer, while Betsy was an owned slave, but she kept her own rules. Her owner trusted her to watch over and raise the children of the slaves until they were old enough to begin their labor. She was allowed to keep her own cabin, and to farm food for the children and herself. It was not an easy job. While all of the mothers were busy working in the fields of their master, Aaron Anthony, she was busy watching over their infants. Betsy Bailey was quite a woman. She was a master fisher, and spent most of her days in the river or in the field farming. She was very intelligent and physically able bodied. Most historians credit Frederick’s intelligence to his extraordinary grandmother. At the age of six, Frederick’s carefree days of running and playing in the fields came to an abrupt end. He was taken away from his grandmother to begin the toil and sweat of the field workers. Here he joined his older brother and sisters, Perry, Sarah and Eliza in the fields of Edward Lloyd. The slave head in charge of Frederick was the cruel cook, Aunt Katy. Although perhaps he deserved s...

Proper Preposition Use and Placement (In, At, To, Etc.)

Proper Preposition Use and Placement (In, At, To, Etc.) IN Use in with static (non-movement) verbs and cities, countries, states, etc.: stay in the USAwork in New York AT Use at with static (non-movement) verbs and places: at the cinemaat workat home TO Use to with verbs of movement such as go, come, drive, etc.: go to workdrive to California IMPORTANT NOTES The use of (nothing) With verbs of movement and the noun home - He went home. - they drove home.With the verb visit - She visited France last summer. Test Your Understanding Now that you have studied the use of in / at / to / nothing - as prepositions of place and movement, try the follow-up quiz to test your understanding. Prepositions of Place and Movement Quiz Study other prepositions: Prepositions of Place - in / at / onPrepositions - for / while / duringPrepositions of time and date - in / to  /  on / atNouns PrepositionsPrepositions NounsAdjective Prepositions Combinations - 1Adjective Prepositions Combinations - 2

The six day war israel against the arab states Essay

The six day war israel against the arab states - Essay Example Moreover, it has also resulted in a special relationship between Israel and the United States after the conclusion of the war, with military support available for Israel from America. This has further fuelled the discord in the Middle east region. In 1956, during the Suez crisis, Israel had advanced its military into the Sinai peninsula, but with heavy diplomatic pressure from both the United States and the Soviet Union, Israel withdrew forces and a UN peacekeeping force was stationed in Sinai. One of the major reasons why the Suez crisis had been precipitated was the closure of the Tiran strait to Israeli shipping, but after the Suez crisis, the strait was reopened and there was temporary peace in the region despite the lack of resolution of the issues plaguing the region, since none of the Arab States recognized Israel as a separate state. The events leading up to the war were actually set into motion when Egypt became suspicious about an imminent Isreali attack on Syria planned for May 17, 1967. Such suspicions were based upon militant speeches that were being made by Israeli leaders and the substance of a Soviet intelligence report on the hostilities along the Israeli-Syrian border. As a result, Nassar personally ordered for the mobilization two divisions of troops across the Suez Canal during a late night meeting on May 13 and 14. (Bergman 2000, p 44). These troops were to be sent into Sinai with the intent of putting the armed forces in Sinai on full alert and completing the troop mobilization before an anticipated Israeli attack on May 17th. On May 18, 1967, the UAR began expelling the United Nations Emergency forces, which were there to provide a peace keeping buffer in the area and this led up to the closure of the Straits of Tiran to Israeli ships on May 23rd. This was akin to a trumpet call for war, because Israel had earlier made a public declaration that it would equate any interference with freedom of navigation along

Leadership and mentoring Essay Example | Topics and Well Written Essays - 4750 words

Leadership and mentoring - Essay Example The effects of leadership decisions on organizational growth are many.In fact, appropriate leadership practices can highly enhance the performance of a particular organization, an issue that needs to be taken into consideration when having to evaluate the role of leaders in establishing and promoting organizational strategies. In any case, leadership has been proved to be a critical concept for organizations operating in different industries. However, in most cases, the ability of leaders to promote effective strategies is doubted; failures in providing guidelines or making accurate provisions in regard to the potential needs of a specific plan seem to be common aspects of the leadership worldwide. Current study reviews the characteristics and the requirements of leadership as compared to mentoring. Reference is particularly made to the potential interaction between leadership and mentoring and the role of its of these concepts in the success of plans, either in the short or the long term. Both these concepts, leadership and mentorship, are explored in the context of the business environment. At the same time, the personal perceptions on leadership are presented. Using the example of leadership in work, the personal responses to the needs of such a role are described and explained. It is proved that leadership can highly affect the success of projects in all sectors; moreover, the personal experiences on leadership, as evaluated through an appropriate theoretical framework, lead to the following assumption: leadership and mentoring have a key role in the success of organizational plans. Moreover, the involvement of leadership and mentoring in the context of a business can be made clear in all parts of the business; in the workplace leadership is critical for the development of an effective relationship between the employee and the employer. In the long term, the success of leaders is necessarily evaluated by their competencies and experience, but also by their willingness to support all aspects of their organization’s activities without setting their own interest as a priority. 2. Literature review on leadership and mentoring 2.1 Definitions The development of leadership has been related to a series of different sectors; in fact, leadership has been involved in many social, economic and political activities. According to Daft and Lane (2008) the value of leadership as a social phenomenon has been identified quite early, even from the ancient times. However, it was just in ‘the twentieth century that scientific research on leadership first appeared’ (Daft and Lane 2008). A key characteristic of leadership is its complexity. More specifically, due to the high range of activities in which it is involved, leadership has been described using different criteria (Daft and Lane 2008). A common definition of leadership is the following one: leadership is ‘an influence relationship among leaders and followers who intend re al changes and outcomes that reflect their shared purposes’ (Daft and Lane 2008, p.4). In other words, leadership is defined by the perceptions of leaders and followers, as these perceptions are likely to affect the style of the leaders but also the relationship between leaders and followers. The above definition has an important implication: no reference is made to the potential independency of leaders from their followers neither to the independency of the latter from the former. In other words, leaders and followers are considered as fully committed to the achievement of certain common goals, a fact that cannot be verified by the social and economic practice. In fact, many leaders tend to decide independently, without being influenced by the percepti

ESSAY PROMPT Example | Topics and Well Written Essays - 1250 words

PROMPT - Essay Example If we talk about Hamlet, we can’t but mention that suicide represents a continuous theme in the tragedy. During the play Hamlet considers suicide many times, his thinking about the life and its essence, about the troubles of real life and the fascination of unconsciousness is famous all over the world as remains unique. The given paper will discuss two famous soliloquies of Hamlet, in which he is talking about death and prove that Hamlet does not really want and was going to die. Hamlet is naive and passionate, not suicidal. Evidence: Soliloquy in Act I When we get acquainted with Hamlet, his first soliloquy in Act I reveals his nature. We see a passionate and vulnerable guy who is extremely astounded by his father’s death. He is almost a child and can’t help crying and wishing to die to be with his beloved father. It is very difficult to lose parents, especially when you are still young. Moreover, Hamlet has one more reason to be so upset: his beloved mother doe s not share his sorrow. Instead she is celebrating her wedding with Hamlet’s uncle Claudius. A young person, who still considers love to be a sacred thing is shocked with such an indifference. The pain is stronger because he knows what love is himself – and we remember about Hamlet’s feeling to Ophelia. Hamlet knows what love is, thus he is extremely astounded by the events as he considered his father’s marriage to be happy. ... The father is dead and the mother is married to another man, thus she does not share the son’s sorrow about the death of his father. These thoughts of suicide are not true, they are the results of the young guy’s despair. Hamlet’s soul is beautiful and he was sure that the souls of other people, especially his own mother’s soul was also pure and beautiful. But now he calls his mother: â€Å"an unweeded garden that grows to seed.† (1.2.139). He considered his mother to be sacred but suddenly became a witness of her fall. He is full of negative emotions, thus he thinks about death like many other people in such state. Hamlet is also religious. He perfectly understands that death is a sin, thus he should not even think about it. He feels bad but would never commit suicide at that moment as he believes in â€Å"Everlasting† (1.2.135). In the Act 1 Hamlet still believes that the God would save him and would not let him die. Here we see Hamlet as s till young, naive and sentimental creature who cries about the love between his parents, which he considered to be true, but now he has to change his mind because of the mother’s very fast marriage. Having high moral principles and believing in God, Hamlet suffers recollecting his mother’s â€Å"unrighteous tears† (1.2.159) caused by the father’s death, the tears, which he considered to be true. â€Å"To be or not to be† does not mean â€Å"to live or not to live†. Evidence: Soliloquy in Act III In the Act 3 we already see Hamlet from another side and this makes us understand that everything he said and was thinking about in Act 1 was just childish melancholy. Hamlet also understands this and this is what his most famous soliloquy is focused on. After his conversation with the ghost he suddenly

Concepts and Strategies of Brand Management

Concepts and Strategies of Brand Management ABSTRACT Branded products can be seen everywhere around us at all time, and is a way of communication for the buyer of the product. Brand management will play a more significant role in future marketing competition, so research on the brand management is likely to become more meaningful and interesting. Brand management can really create value like increasing more adaptability, uniqueness, recognition etc. All in all, brand management is significant and can add value to firms. The project discusses all about deciding and evaluating brand name. the logo and colour of the brand play an important role in attracting the consumers. Moreover after deciding the brand name, it is mandatory to register the name at trademark registration office. All this process is followed by launching or re-launching the new product or the recalled product respectively. Moreover companies have realised that the role of the company does not got over by mere launching the brand but they have to do continuous marketing to sustain in the competitive market. Over period of time, the value of product decline due to many factors and companies have to work on the revitalizing the brand image and thus leads to success of the product. The brand name is thus one of the most powerful sources of identity CHAPTER – 1 INTRODUCTION TO BRAND A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well. is a well said verse by Jeffrey Preston Bezos, the President, Chief Executive Officer and Chairman of the board of Amazon.com BRAND A brand is a name or trademark connected with a product or producer. Brands have become increasingly important components of culture and the economy, now being dscribed as cultural accessories and personal philosophies. According to the American Marketing Association (AMA), brand is a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition. Technically speaking, whenever a marketer creates a new name, logo, or symbol for a new product or service, he or she has created a brand. Now the question still is not clear about what all brand is about so we can say that brand is a promise, brand is and associated image and everyone and everything is brand. A BRAND IS A PROMISE First and foremost, a brand is a promise. It says you know the name, you can trust the promise. As all promises, it is trusted only as far as those promises are met. Trust is a critical first step and brands aim to accelerate that step by leveraging the implied promise of the brand. A BRAND IS AN ASSOCIATED IMAGE Most brands have a logo which acts as a short-cut to remind us of the brand promise. The logo uses color, shape, letters and images to create a distinctive image that is designed both to catch our eye and to guide our thoughts in the right direction. The brand may also be associated with tunes, celebrities, catchphrases and so on. All parts of the brand image works as a psychological trigger or stimulus that causes an association to all other thoughts we have about the brand. EVERYTHING AND EVERYONE IS A BRAND If you get down to the detail, everything is a brand, because we build our understanding of the world by creating associations about everything. A tree has an implied promise of beauty and shade. Even words are brands. When I say speed, you will conjure up images of fast cars, etc. People are brands, too. When people see you, or even hear your name, they will recall the image they have of you, (which is something you can actively manage or let happen). In a company where people are visible to customers, such as a service business, the people are very much a part the brand. The brand name is thus one of the most powerful sources of identity. When a brand questions its identity, the best answer is therefore to thoroughly examine its name and so try to understand the reasoning behind its creation. In doing so, we can discover the brands intentions and programme. Many brands make every effort to acquit qualities which their brand name fails to reflect or simply excludes altogether. A name-like an identity-has to be managed. Certain names may have a double meaning. The purpose of communication then is to select one and drop the other. IMPORTANCE OF BRAND Branding is a very powerful component in buisness. The brand must have a logo to make branding easier and more possible. The consumers decide if they will buy a product or use a service based on how they view the brand. The brand itself tells us or let us imagine how good ir bad the product is even we never tasted it before. All that brand promotion and advertising really do tell us how great a brand can be (like Nike). Once the customer likes your brand he/she will definitely come back for the repeated services or pproducts. The qualities of the product or services are ensured through the mind of customers from the image of the brand. Therefore, Brand is not only convinient for buisness for repeated customer purchase but also easier for customers to filter out the countless generic items. Brand gives consumer the reason to buy it and wastes less time for customer to choose a particular product or service. TYPES OF BRAND There are two main types of brand – manufacturer brands and own-label brands. MANUFACTURER BRANDS Manufacturer brands are created by producers and bear their chosen brand name. The producer is responsible for marketing the brand. The brand is owned by the producer. By building their brand names, manufacturers can gain widespread distribution (for example by retailers who want to sell the brand) and build customer loyalty (think about the manufacturer brands that you feel loyal to). OWN LABEL BRANDS Own-label brands are created and owned by businesses that operate in the distribution channel – often referred to as distributors. Often these distributors are retailers, but not exclusively. Sometimes the retailers entire product range will be own-label. However, more often, the distributor will mix own-label and manufacturers brands. Own-label branding – if well carried out – can often offer the consumer excellent value for money and provide the distributor with additional bargaining power when it comes to negotiating prices and terms with manufacturer brands BRAND EQUITY Brand equity refers to the value of a brand. Brand equity is based on the extent to which the brand has high brand loyalty, name awareness, perceived quality and strong product associations. Brand equity also includes other intangible assets such as patents, trademarks and channel relationships. The list below shows the worlds top 10 brands in 2002 (as measured by value): {Rank Brand Value ($ billions)} Coca-Cola..($69.6) Microsoft.($64.1) IBM($51.2) GE..($41.3) Intel.($30.9) Nokia.($30.0) Disney($29.3) McDonalds..($26.4) Marlboro..($24.2) Mercedes.($21.0) Source: Interbrand; JP Morgan Chase, 2002 CHAPTER 2 THE BRAND : SOURCE OF VALUE FOR THE CONSUMER The brand is a focal point for all the positive and negative impression created by buyer over time as he comes in contact with the brands product, distribution channel, personnel and communication. A brand continues to be, at least in the short term, a good example for quality even after the patent has expired. The life of patent is extented, thanks to brans, thus explaining the importance of branding in the pharmaceutical or the chemical industry. The brand performs an economic function in consumers mind and thus has a lasting and memorable effect on the companys activities. Legally a brand is simply a symbol which distinguishes a companys product and certifies its origin and thus obtains its value through registration and conformity. The value of brand comes from its ability to gain an exclusive, positive and prominent meaning in the minds of a large number of consumers. The tangible and intangible benefits which are derived from the consumption of a product of a brand are encapsulated in the strong brand. When a brand is created at first it is worth nothing. Over the time the logo acquires significance by means of advertising. Advertising are forgotten quickly whereas a brand stays in memory along with the implications which are attached to it by public. The brand is thus stocked in the mind of potential consumers. Hence, brand can be considered as an asset of the company. ADVANTAGES OF STRONG BRAND Greater perception of product or service performance. Greater marketing communication effectiveness Greater customer retention and loyalty More appreciative consumer response on price increase or decrease Has very high awareness Receives a lot of free publicity/buzz Is admired and has high purchase intent Enables the owner to charge a price premium Results in increased market share, especially for the target customers Provides increased bargaining power with business partners Provides a platform for growth beyond the current products and product categories Helps attract and retain talented employees Helps the management team align employees in support of the brands promise Often provides clarity for budgeting and capital investment decision Increases an organizations sales, profit margins, stock price and market valuation Larger margin Less vulnerability to competitive marketing action and marketing crisis Greater trade cooperation and support Possible licensing and franchising opportunities Greater brand extension opportunities ROLE OF BRAND IN PRODUCT CHARACTERIZATION The product can be characterized into three types : The qualities which are noticed by contact, before buying. Eg. Decision to buy a pair of socks. The choice is made according to the visible characteristics i.e the pattern, the style, the material, the feel, the elasticity and the price. The qualities which are noticed uniquely by experience, thus after buying. Eg. Automobile market. The performance, consumption and style can be assessed before buying the car but road-holding, the pleasure of driving, reliability and quality cannot be entirely appreciated through test drive. Credence qualities which cannot be verified even after consumption and which you have to take on trust. Eg. In the market for upmarket car, the feeling that we have made it, that certain feeling of fulfillment and personal success through buying and owing a BMW are typically the results of pure faith. Hence the role of brand is made clearer by this classification of sought-after qualities. The brand is a sign whose function is to disclose the hidden qualities of the product which are inaccessible to contact (sight, touch, hearing, smell) and possibly those which are accessible through experience but where the consumer does not want to take the risk of trying the product. As we can see, a brand provides not only a source of information but performs certain other functions which justify its attractiveness and its monetary return when it is valued by buyers. FUNCTIONS OF BRAND FOR CONSUMER The eight function of brand are presented in the table given below. The first two are mechanical and concern the essence of the brand i.e to function as a recognized symbol in order to facilitate choice and to gain time. The following three functions reduce the perceived risk. The last three have a more pleasurable side to them ethics show that the buyers are expecting, more and more, responsible behavior from their brands. FUNCTION CONSUMER BENEFIT Identification To be clearly seen, to make sense of the offer, to quickly identify the sought-after products. Practicality To allow saving of time and energy through identical repurchasing and loyalty. Guarantee To be sure of finding the same quality no matter where or when you buy the product or service. Optimization To be sure of buying the best product in its category, the best performer for the particular purpose. Characterization To have confirmation of your self-image or the image that you present to others. Continuity Satisfaction brought about through familiarity and intimacy with the brand that you have been consuming for years. Hedonistic Satisfaction linked to the attractiveness of the brand, to its logo, to its communication. Ethical Satisfaction linked to the responsible behavior of the brand in its relationship with society. Table : The function of the brand for the consumer. Hence we can say that brand plays an important role in the company. The brand of a company is created by the company and its customers together. The company has to make clear through its brand the promise it makes to its customers, based on the strategies and vision for the future of its business and products. It is vital that the company fully comprehends exactly what the customers expect from the brand, and that it continually lives up to this expectations. The aim of brand management is to create a brand that will build this long-term relationship an unshakeable bond between the company and its customers. Brand management involves the design and implementation of marketing programs and activities to build, measure, and manage brand equity.1 These concepts and techniques are to improve the long-term profitability of the brand strategies. CHAPTER – 3 BRAND MANAGEMENT Brand management is the application of marketing techniques to a specific product, product line, or brand. It seeks to increase the products perceived value to the customer and thereby increase brand franchise and brand equity. Brand management is a dynamic and a continuous process that needs consistent investment of time and money. The boardroom must ensure that brand management is allocated a specific budget as it is much more than mere marketing communications. Due to the intangible nature of branding, the results may not accrue in a short period of time a it takes time and reinforcement to build customer loyalty. Brand management is all about the total approach says about defining the brand and control its management by the leaders of the company. Once the approach is finalised than create the promise by describing all about the product followed by making the promise by doing marketing of the product and inject the information about the product into the mind of consumer. Lastly it is important to keep the promise, what you have made during the marketing of the product. TOTAL APPROACH Brand management starts with understanding what brand really means. This starts with the leaders of the company who define the brand and control its management. It also reaches all the way down the company and especially to the people who interface with customers or who create the products which customers use. Brand management performed to its full extent means starting and ending the management of the whole company through the brand. It is simply far too important to leave to the marketing department. CREATING THE PROMISE Creating the promise means defining the brand. A good brand promise is memorable and desirable. It cannot be effective if nobody remembers it, and is no good either if nobody wants it. A good brand promise evokes feelings, because feelings drive actions. The promise must be unique and identified with you alone. The right promise comes through a deep understanding of the marketplace and the customers who are going to use the product. It also comes from a deep understanding of the capabilities and motivations of the people in the company. MAKING THE PROMISE Once the promise is created, the next step is to somehow inject it into the minds of the customers, the staff and everyone who receives anything from you or has any impact on what you deliver. This is where marketing people come into their own. Although it is still not their sole preserve, a large part of marketing, which includes advertising and PR, is about positioning the company and its products in the minds of customers and against your competitors. KEEPING THE PROMISE Creating and making the right promise is one thing, but then you have to keep it. If you do not, you brand will still exist, but now the promise will be of slipshod products and inconsistent delivery. Keeping promises means managing capability. It means consistent processes that are capable of delivering what is required. It means technology and systems which are reliable and usable. It means motivated people who are willing and able to deliver the goods. Marketers see a brand as an implied promise that the level of quality people have come to expect from a brand will continue with future purchases of the same product. This may increase sales by making a comparison with competing products favourable. It may also enable the manufacturer to charge more for the product. The value of the brand is determined by the amount of profit it generates for the manufacturer. Brand management includes the trademark registration of the brand, brand selection and evaluation, launching a brand sustaining a brand, brand extension. The trademark registration in India follows the trademark registration procedures and specific laws. CHAPTER – 4 BRAND SELECTION AND EVALUATION In the next five years, we will see a rapidly changing landscape across the globe, where the opportunities for businesses to benefit from corporate and product branding efforts will be larger than ever before. The growing emphasis on branding will move up the boardroom agenda and it is strongly believed that branding will become one of the most prominent drivers of value across the globe in the next two decades. Businesses with a sustainable business model and with a visionary and passionate CEO with branding talent will benefit from the rising opportunities for competing in the modern marketplace and potentially taking on the global scene. It needs to be no less than the CEO who embodies the branding efforts and serves as the companys and thereby the brands primary advocate and nurturer. The approach is particularly well suited to companies whose top executives have a passion and talent for brand strategy, but in tomorrows tough environment all top-executives must be able to represent and lead the brand. The top executives of world class companies are directly involved in leading the branding vision, strategy and implementation, and spend a significant amount of their work hours to drive their brands forward and to achieve even better results. Tomorrows CEO must be a brand champion who leads corporate and product branding strategies, all strategic brand-portfolio decisions and constantly monitors the implementation of the brand locally, regionally and globally. A strong CEO has credibility and respect not only because of business talent and organizational power but also because of the depth of experience, knowledge, and insight. A suggestion from a visionary CEO with branding talent and managerial experience in branding and marketing is the key driver of the branding efforts and results in any successful organization internally and externally. The selection and evaluation of a product or service name is one of the brand name components. We know that : It ensures legal protection of certain product or service characteristics, which prevents competition from copying them It allows producers and salesmen to obtain a loyal and profitable consumer group It allows easier adjustment to segmented markets as the companies are able to function on the principle of one brand name one segment It allows the company image to be established It allows a connection with the desired product or service position It makes the product attractive for the consumer It creates various advantages and exclusiveness for the product or service METHODS USED TO CHOOSE A PRODUCT NAME Just as parents carefully choose names for their children, companies have the same difficult and extremely responsible task for naming products. They conduct qualitative research by which we can evaluate the relation to the product, its use, the product image and its comparison to competition. They organize brainstorming meetings from which we get an enormous amount of suggestions for the new names. They offer a chain associates with associations which relates to the product or individual names.they form a base for name suggestions. They apply eureka method helping with various literature, computer scattering of letters and creating new names. They test the name suggestion in target groups. PROCESS OF SELECTING AND EVALUATING BRAND NAMES The process of selecting and evaluating brand names runs according to the following steps : Identification of goals and criteria for brand name. Creating bank names Selection of suggestion Evaluating the consumer Evaluating legal protection Final name decision IDENTIFICATION OF GOALS AND CRITERIA FOR BRAND NAME The basis for a targeted search of a suitable name is determining the starting points, which means criteria that are expressed by a suitable name. Apart from general ones such as easy to remember, popularity, easy pronunciation etc. it is essential to determine specific ones that derive from the desired brand name position which will carry such a name. CREATING BANK NAMES In creating bank names it is important to rely on many sources. In this way we are able to rely on many sources. In this way we are able to avoid fixations on only one idea which narrows the creative process. The purpose of this phase is to obtain various suggestions according to the pre determined starting points. SELECTION OF SUGGESTION The next level in finding a suitable name is the selection of suggestion which have been made. A qualified team of experts that consists of many different people does the selection. The selection is finished when 8-12 suggestions that the most correspond to the expert teams opinion have been chosen. EVALUATING THE CONSUMER When a qualified team of experts make its suggestion, the most suitable bank name in their opinion, it is important to evaluate them in target groups. This must be done, because the name of the brand will be given to a product or service which will fulfil the needs of certain groups of people. The chosen name must be likeable and suitable for this group of people. EVALUATING LEGAL PROTECTION Before the final decision of the most suitable suggestion it is essential to check whether the client can register the name of the brand. In most cases the client or the holder of the brands name can do this before the testing of consumer suggestions. FINAL NAME DECISION The final decision on the chosen name depends on the client, who must consider not only the outcome of the evaluation by target consumer groups but also the position he wishes the product to have. After selecting the brand name the important things on which we should focus is its character, its visual symbol and logotypes, its colour, geographical and historical roots. BRAND CHARACTER One of the most important assets of an enterprise is the brand. The character of the brand is a critical success factor for the enterprise (and for the value of the brand). Character can be seen in terms of the attention, affection and trust awarded to the brand by the market. For a brand to have character, it needs to have positive public awareness. It also needs to have clarity, and a consistent brand proposition. This means that customers know what to expect from the brand in terms of product quality, customer service and so on. It also means that people supporting the brand (whether your own staff or third parties) know how to deliver the brand proposition. VISUAL SYMBOLS AND LOGOTYPES Everybody knows Nikes dash, Adidas three stripes, Nestlà ©s nest, Amuls girl. These symbols help us to understand the brands culture and personality. They are actually chosen as such, the corporate specifications handed over to graphic identity and design agencies mainly pertain to the brands personality traits and values. Logo should be: simple distinctive intuitive COLOUR PSYCHOLOGY AND BRAND Colour is one of the most important components in creating brand identity. The purpose of a brand identity system is to encode a brand in peoples memory and retrieve it from their memory. In a visual system, the two most powerful components are the consistent recognizable shapes and colours. It is best if these shapes and colours are distinctive. Colour can have a significant affect on peoples perception of a product or brand. For instance, burgundy and forest green are perceived to be upscale while an orange label or package indicates an inexpensive item. Third, colours can actually have an affect on a persons state of mind and cognitive ability as demonstrated by numerous research studies. For instance, pink has been shown to increase a persons appetite and calm prison inmates. Be aware that colors can have different symbolic meanings in different countries and cultures. BRAND NAME The importance of an image has become an emotional part of everyone. A brand name represents the image, character and personality of a brand. A brand name should be clear, lucid, easy to remember, distinct from the competition and should not be generic to the category. It should become customers Top of the mind brand (TOMB). Most successful brand names would satisfy these criterions to quite an extent. Brand names that are linked to associations of their origins or product will create first impressions to the user. BRAND IMAGE The vast flow of names today makes it harder to differentiate them unless they come out with their own uniqueness. This way, they could come to their special position in everyday life. The image following a particular name is also determined by the role of communication it undergoes; of which the followings are included: its manner, personality, behavior, ethics, values, etc. The importance of brands depends on the true ambitions of the company. It is important to take into account several factors and market circumstances before finalizing the brand name and its image. Company should take into account several factors and market circumstances like company goals, consumer wishes and expectations, trade groups and several other groups. A company builds its brand image through trade communication with its consumers. That is how a company informs the consumer of what the brand represents, what its values are, what the company is offering or guaranteeing the consumer, what its advantages are, its qualities etc. The consumers interpret all obtained information and form a subjective perception of the brand or its image. CHAPTER – 5 TRADEMARK REGISTRATION LEGISLATION (INDIA TRADEMARK LAW) The Indian law of trademarks is enshrined the new Trade Marks Act, 1999 came into force with effect from September 15, 2003. The old Trade and Merchandise Marks Act, 1958 was repealed at the same time. The new Trademarks Act of 1999 is in line with the World Trade Organisation recommendations and is in conformity with the TRIPS Agreement to which India is a signatory. MAIN FEATURES OF NEW LEGISLATION IN INDIA Under the new Trademarks Act of 1999 Registration of Service Marks allowed in addition to Trademarks for goods. No separate application necessary for each category/class of goods or services; a single application would do, however filing fee will be charged separately for each class of goods/services. The term of registration of trademark is ten years, subject to renewal thereafter The system of maintaining registration of trademark in Part A and Part B with different legal rights, dispensed away. Registration of trademarks which are imitations of well known trademarks not permitted. Registration of Collective Marks owned by associations allowed. Offences relating to trademark made cognizable. Filing Fees enhanced by more than 8 times. Extension of application of convention countries. WHAT IS A TRADEMARK ? A Mark` may consist of a word or invented word, signature, device, letter, numeral, brand, heading, label, name written in a particular style, the shape of goods other than those for which a mark is proposed to be used, or any combination thereof or a combination of colors and so forth. Subject to certain conditions, a trademark may also be symbolized by the name of a person, living or dead. For the purpose of registration, a mark chosen should be capable of distinguishing goods or services of one person from those of the others. Further it should not be deceptively similar to an existing mark of another person and not the one expressly prohibited under the Act. The marks devoid of any distinctive character, or which are only indicative of the kind, quality, quantity, purpose, value or geographical origin of the goods, or which are marks already in vogue in the trade due to their customary use may not be registered. But these disqualifications do not apply to marks, which have already acquired distinction due to their popularity and consistent use. Internationally acclaimed brand names are freely available for use in Indi Concepts and Strategies of Brand Management Concepts and Strategies of Brand Management ABSTRACT Branded products can be seen everywhere around us at all time, and is a way of communication for the buyer of the product. Brand management will play a more significant role in future marketing competition, so research on the brand management is likely to become more meaningful and interesting. Brand management can really create value like increasing more adaptability, uniqueness, recognition etc. All in all, brand management is significant and can add value to firms. The project discusses all about deciding and evaluating brand name. the logo and colour of the brand play an important role in attracting the consumers. Moreover after deciding the brand name, it is mandatory to register the name at trademark registration office. All this process is followed by launching or re-launching the new product or the recalled product respectively. Moreover companies have realised that the role of the company does not got over by mere launching the brand but they have to do continuous marketing to sustain in the competitive market. Over period of time, the value of product decline due to many factors and companies have to work on the revitalizing the brand image and thus leads to success of the product. The brand name is thus one of the most powerful sources of identity CHAPTER – 1 INTRODUCTION TO BRAND A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well. is a well said verse by Jeffrey Preston Bezos, the President, Chief Executive Officer and Chairman of the board of Amazon.com BRAND A brand is a name or trademark connected with a product or producer. Brands have become increasingly important components of culture and the economy, now being dscribed as cultural accessories and personal philosophies. According to the American Marketing Association (AMA), brand is a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition. Technically speaking, whenever a marketer creates a new name, logo, or symbol for a new product or service, he or she has created a brand. Now the question still is not clear about what all brand is about so we can say that brand is a promise, brand is and associated image and everyone and everything is brand. A BRAND IS A PROMISE First and foremost, a brand is a promise. It says you know the name, you can trust the promise. As all promises, it is trusted only as far as those promises are met. Trust is a critical first step and brands aim to accelerate that step by leveraging the implied promise of the brand. A BRAND IS AN ASSOCIATED IMAGE Most brands have a logo which acts as a short-cut to remind us of the brand promise. The logo uses color, shape, letters and images to create a distinctive image that is designed both to catch our eye and to guide our thoughts in the right direction. The brand may also be associated with tunes, celebrities, catchphrases and so on. All parts of the brand image works as a psychological trigger or stimulus that causes an association to all other thoughts we have about the brand. EVERYTHING AND EVERYONE IS A BRAND If you get down to the detail, everything is a brand, because we build our understanding of the world by creating associations about everything. A tree has an implied promise of beauty and shade. Even words are brands. When I say speed, you will conjure up images of fast cars, etc. People are brands, too. When people see you, or even hear your name, they will recall the image they have of you, (which is something you can actively manage or let happen). In a company where people are visible to customers, such as a service business, the people are very much a part the brand. The brand name is thus one of the most powerful sources of identity. When a brand questions its identity, the best answer is therefore to thoroughly examine its name and so try to understand the reasoning behind its creation. In doing so, we can discover the brands intentions and programme. Many brands make every effort to acquit qualities which their brand name fails to reflect or simply excludes altogether. A name-like an identity-has to be managed. Certain names may have a double meaning. The purpose of communication then is to select one and drop the other. IMPORTANCE OF BRAND Branding is a very powerful component in buisness. The brand must have a logo to make branding easier and more possible. The consumers decide if they will buy a product or use a service based on how they view the brand. The brand itself tells us or let us imagine how good ir bad the product is even we never tasted it before. All that brand promotion and advertising really do tell us how great a brand can be (like Nike). Once the customer likes your brand he/she will definitely come back for the repeated services or pproducts. The qualities of the product or services are ensured through the mind of customers from the image of the brand. Therefore, Brand is not only convinient for buisness for repeated customer purchase but also easier for customers to filter out the countless generic items. Brand gives consumer the reason to buy it and wastes less time for customer to choose a particular product or service. TYPES OF BRAND There are two main types of brand – manufacturer brands and own-label brands. MANUFACTURER BRANDS Manufacturer brands are created by producers and bear their chosen brand name. The producer is responsible for marketing the brand. The brand is owned by the producer. By building their brand names, manufacturers can gain widespread distribution (for example by retailers who want to sell the brand) and build customer loyalty (think about the manufacturer brands that you feel loyal to). OWN LABEL BRANDS Own-label brands are created and owned by businesses that operate in the distribution channel – often referred to as distributors. Often these distributors are retailers, but not exclusively. Sometimes the retailers entire product range will be own-label. However, more often, the distributor will mix own-label and manufacturers brands. Own-label branding – if well carried out – can often offer the consumer excellent value for money and provide the distributor with additional bargaining power when it comes to negotiating prices and terms with manufacturer brands BRAND EQUITY Brand equity refers to the value of a brand. Brand equity is based on the extent to which the brand has high brand loyalty, name awareness, perceived quality and strong product associations. Brand equity also includes other intangible assets such as patents, trademarks and channel relationships. The list below shows the worlds top 10 brands in 2002 (as measured by value): {Rank Brand Value ($ billions)} Coca-Cola..($69.6) Microsoft.($64.1) IBM($51.2) GE..($41.3) Intel.($30.9) Nokia.($30.0) Disney($29.3) McDonalds..($26.4) Marlboro..($24.2) Mercedes.($21.0) Source: Interbrand; JP Morgan Chase, 2002 CHAPTER 2 THE BRAND : SOURCE OF VALUE FOR THE CONSUMER The brand is a focal point for all the positive and negative impression created by buyer over time as he comes in contact with the brands product, distribution channel, personnel and communication. A brand continues to be, at least in the short term, a good example for quality even after the patent has expired. The life of patent is extented, thanks to brans, thus explaining the importance of branding in the pharmaceutical or the chemical industry. The brand performs an economic function in consumers mind and thus has a lasting and memorable effect on the companys activities. Legally a brand is simply a symbol which distinguishes a companys product and certifies its origin and thus obtains its value through registration and conformity. The value of brand comes from its ability to gain an exclusive, positive and prominent meaning in the minds of a large number of consumers. The tangible and intangible benefits which are derived from the consumption of a product of a brand are encapsulated in the strong brand. When a brand is created at first it is worth nothing. Over the time the logo acquires significance by means of advertising. Advertising are forgotten quickly whereas a brand stays in memory along with the implications which are attached to it by public. The brand is thus stocked in the mind of potential consumers. Hence, brand can be considered as an asset of the company. ADVANTAGES OF STRONG BRAND Greater perception of product or service performance. Greater marketing communication effectiveness Greater customer retention and loyalty More appreciative consumer response on price increase or decrease Has very high awareness Receives a lot of free publicity/buzz Is admired and has high purchase intent Enables the owner to charge a price premium Results in increased market share, especially for the target customers Provides increased bargaining power with business partners Provides a platform for growth beyond the current products and product categories Helps attract and retain talented employees Helps the management team align employees in support of the brands promise Often provides clarity for budgeting and capital investment decision Increases an organizations sales, profit margins, stock price and market valuation Larger margin Less vulnerability to competitive marketing action and marketing crisis Greater trade cooperation and support Possible licensing and franchising opportunities Greater brand extension opportunities ROLE OF BRAND IN PRODUCT CHARACTERIZATION The product can be characterized into three types : The qualities which are noticed by contact, before buying. Eg. Decision to buy a pair of socks. The choice is made according to the visible characteristics i.e the pattern, the style, the material, the feel, the elasticity and the price. The qualities which are noticed uniquely by experience, thus after buying. Eg. Automobile market. The performance, consumption and style can be assessed before buying the car but road-holding, the pleasure of driving, reliability and quality cannot be entirely appreciated through test drive. Credence qualities which cannot be verified even after consumption and which you have to take on trust. Eg. In the market for upmarket car, the feeling that we have made it, that certain feeling of fulfillment and personal success through buying and owing a BMW are typically the results of pure faith. Hence the role of brand is made clearer by this classification of sought-after qualities. The brand is a sign whose function is to disclose the hidden qualities of the product which are inaccessible to contact (sight, touch, hearing, smell) and possibly those which are accessible through experience but where the consumer does not want to take the risk of trying the product. As we can see, a brand provides not only a source of information but performs certain other functions which justify its attractiveness and its monetary return when it is valued by buyers. FUNCTIONS OF BRAND FOR CONSUMER The eight function of brand are presented in the table given below. The first two are mechanical and concern the essence of the brand i.e to function as a recognized symbol in order to facilitate choice and to gain time. The following three functions reduce the perceived risk. The last three have a more pleasurable side to them ethics show that the buyers are expecting, more and more, responsible behavior from their brands. FUNCTION CONSUMER BENEFIT Identification To be clearly seen, to make sense of the offer, to quickly identify the sought-after products. Practicality To allow saving of time and energy through identical repurchasing and loyalty. Guarantee To be sure of finding the same quality no matter where or when you buy the product or service. Optimization To be sure of buying the best product in its category, the best performer for the particular purpose. Characterization To have confirmation of your self-image or the image that you present to others. Continuity Satisfaction brought about through familiarity and intimacy with the brand that you have been consuming for years. Hedonistic Satisfaction linked to the attractiveness of the brand, to its logo, to its communication. Ethical Satisfaction linked to the responsible behavior of the brand in its relationship with society. Table : The function of the brand for the consumer. Hence we can say that brand plays an important role in the company. The brand of a company is created by the company and its customers together. The company has to make clear through its brand the promise it makes to its customers, based on the strategies and vision for the future of its business and products. It is vital that the company fully comprehends exactly what the customers expect from the brand, and that it continually lives up to this expectations. The aim of brand management is to create a brand that will build this long-term relationship an unshakeable bond between the company and its customers. Brand management involves the design and implementation of marketing programs and activities to build, measure, and manage brand equity.1 These concepts and techniques are to improve the long-term profitability of the brand strategies. CHAPTER – 3 BRAND MANAGEMENT Brand management is the application of marketing techniques to a specific product, product line, or brand. It seeks to increase the products perceived value to the customer and thereby increase brand franchise and brand equity. Brand management is a dynamic and a continuous process that needs consistent investment of time and money. The boardroom must ensure that brand management is allocated a specific budget as it is much more than mere marketing communications. Due to the intangible nature of branding, the results may not accrue in a short period of time a it takes time and reinforcement to build customer loyalty. Brand management is all about the total approach says about defining the brand and control its management by the leaders of the company. Once the approach is finalised than create the promise by describing all about the product followed by making the promise by doing marketing of the product and inject the information about the product into the mind of consumer. Lastly it is important to keep the promise, what you have made during the marketing of the product. TOTAL APPROACH Brand management starts with understanding what brand really means. This starts with the leaders of the company who define the brand and control its management. It also reaches all the way down the company and especially to the people who interface with customers or who create the products which customers use. Brand management performed to its full extent means starting and ending the management of the whole company through the brand. It is simply far too important to leave to the marketing department. CREATING THE PROMISE Creating the promise means defining the brand. A good brand promise is memorable and desirable. It cannot be effective if nobody remembers it, and is no good either if nobody wants it. A good brand promise evokes feelings, because feelings drive actions. The promise must be unique and identified with you alone. The right promise comes through a deep understanding of the marketplace and the customers who are going to use the product. It also comes from a deep understanding of the capabilities and motivations of the people in the company. MAKING THE PROMISE Once the promise is created, the next step is to somehow inject it into the minds of the customers, the staff and everyone who receives anything from you or has any impact on what you deliver. This is where marketing people come into their own. Although it is still not their sole preserve, a large part of marketing, which includes advertising and PR, is about positioning the company and its products in the minds of customers and against your competitors. KEEPING THE PROMISE Creating and making the right promise is one thing, but then you have to keep it. If you do not, you brand will still exist, but now the promise will be of slipshod products and inconsistent delivery. Keeping promises means managing capability. It means consistent processes that are capable of delivering what is required. It means technology and systems which are reliable and usable. It means motivated people who are willing and able to deliver the goods. Marketers see a brand as an implied promise that the level of quality people have come to expect from a brand will continue with future purchases of the same product. This may increase sales by making a comparison with competing products favourable. It may also enable the manufacturer to charge more for the product. The value of the brand is determined by the amount of profit it generates for the manufacturer. Brand management includes the trademark registration of the brand, brand selection and evaluation, launching a brand sustaining a brand, brand extension. The trademark registration in India follows the trademark registration procedures and specific laws. CHAPTER – 4 BRAND SELECTION AND EVALUATION In the next five years, we will see a rapidly changing landscape across the globe, where the opportunities for businesses to benefit from corporate and product branding efforts will be larger than ever before. The growing emphasis on branding will move up the boardroom agenda and it is strongly believed that branding will become one of the most prominent drivers of value across the globe in the next two decades. Businesses with a sustainable business model and with a visionary and passionate CEO with branding talent will benefit from the rising opportunities for competing in the modern marketplace and potentially taking on the global scene. It needs to be no less than the CEO who embodies the branding efforts and serves as the companys and thereby the brands primary advocate and nurturer. The approach is particularly well suited to companies whose top executives have a passion and talent for brand strategy, but in tomorrows tough environment all top-executives must be able to represent and lead the brand. The top executives of world class companies are directly involved in leading the branding vision, strategy and implementation, and spend a significant amount of their work hours to drive their brands forward and to achieve even better results. Tomorrows CEO must be a brand champion who leads corporate and product branding strategies, all strategic brand-portfolio decisions and constantly monitors the implementation of the brand locally, regionally and globally. A strong CEO has credibility and respect not only because of business talent and organizational power but also because of the depth of experience, knowledge, and insight. A suggestion from a visionary CEO with branding talent and managerial experience in branding and marketing is the key driver of the branding efforts and results in any successful organization internally and externally. The selection and evaluation of a product or service name is one of the brand name components. We know that : It ensures legal protection of certain product or service characteristics, which prevents competition from copying them It allows producers and salesmen to obtain a loyal and profitable consumer group It allows easier adjustment to segmented markets as the companies are able to function on the principle of one brand name one segment It allows the company image to be established It allows a connection with the desired product or service position It makes the product attractive for the consumer It creates various advantages and exclusiveness for the product or service METHODS USED TO CHOOSE A PRODUCT NAME Just as parents carefully choose names for their children, companies have the same difficult and extremely responsible task for naming products. They conduct qualitative research by which we can evaluate the relation to the product, its use, the product image and its comparison to competition. They organize brainstorming meetings from which we get an enormous amount of suggestions for the new names. They offer a chain associates with associations which relates to the product or individual names.they form a base for name suggestions. They apply eureka method helping with various literature, computer scattering of letters and creating new names. They test the name suggestion in target groups. PROCESS OF SELECTING AND EVALUATING BRAND NAMES The process of selecting and evaluating brand names runs according to the following steps : Identification of goals and criteria for brand name. Creating bank names Selection of suggestion Evaluating the consumer Evaluating legal protection Final name decision IDENTIFICATION OF GOALS AND CRITERIA FOR BRAND NAME The basis for a targeted search of a suitable name is determining the starting points, which means criteria that are expressed by a suitable name. Apart from general ones such as easy to remember, popularity, easy pronunciation etc. it is essential to determine specific ones that derive from the desired brand name position which will carry such a name. CREATING BANK NAMES In creating bank names it is important to rely on many sources. In this way we are able to rely on many sources. In this way we are able to avoid fixations on only one idea which narrows the creative process. The purpose of this phase is to obtain various suggestions according to the pre determined starting points. SELECTION OF SUGGESTION The next level in finding a suitable name is the selection of suggestion which have been made. A qualified team of experts that consists of many different people does the selection. The selection is finished when 8-12 suggestions that the most correspond to the expert teams opinion have been chosen. EVALUATING THE CONSUMER When a qualified team of experts make its suggestion, the most suitable bank name in their opinion, it is important to evaluate them in target groups. This must be done, because the name of the brand will be given to a product or service which will fulfil the needs of certain groups of people. The chosen name must be likeable and suitable for this group of people. EVALUATING LEGAL PROTECTION Before the final decision of the most suitable suggestion it is essential to check whether the client can register the name of the brand. In most cases the client or the holder of the brands name can do this before the testing of consumer suggestions. FINAL NAME DECISION The final decision on the chosen name depends on the client, who must consider not only the outcome of the evaluation by target consumer groups but also the position he wishes the product to have. After selecting the brand name the important things on which we should focus is its character, its visual symbol and logotypes, its colour, geographical and historical roots. BRAND CHARACTER One of the most important assets of an enterprise is the brand. The character of the brand is a critical success factor for the enterprise (and for the value of the brand). Character can be seen in terms of the attention, affection and trust awarded to the brand by the market. For a brand to have character, it needs to have positive public awareness. It also needs to have clarity, and a consistent brand proposition. This means that customers know what to expect from the brand in terms of product quality, customer service and so on. It also means that people supporting the brand (whether your own staff or third parties) know how to deliver the brand proposition. VISUAL SYMBOLS AND LOGOTYPES Everybody knows Nikes dash, Adidas three stripes, Nestlà ©s nest, Amuls girl. These symbols help us to understand the brands culture and personality. They are actually chosen as such, the corporate specifications handed over to graphic identity and design agencies mainly pertain to the brands personality traits and values. Logo should be: simple distinctive intuitive COLOUR PSYCHOLOGY AND BRAND Colour is one of the most important components in creating brand identity. The purpose of a brand identity system is to encode a brand in peoples memory and retrieve it from their memory. In a visual system, the two most powerful components are the consistent recognizable shapes and colours. It is best if these shapes and colours are distinctive. Colour can have a significant affect on peoples perception of a product or brand. For instance, burgundy and forest green are perceived to be upscale while an orange label or package indicates an inexpensive item. Third, colours can actually have an affect on a persons state of mind and cognitive ability as demonstrated by numerous research studies. For instance, pink has been shown to increase a persons appetite and calm prison inmates. Be aware that colors can have different symbolic meanings in different countries and cultures. BRAND NAME The importance of an image has become an emotional part of everyone. A brand name represents the image, character and personality of a brand. A brand name should be clear, lucid, easy to remember, distinct from the competition and should not be generic to the category. It should become customers Top of the mind brand (TOMB). Most successful brand names would satisfy these criterions to quite an extent. Brand names that are linked to associations of their origins or product will create first impressions to the user. BRAND IMAGE The vast flow of names today makes it harder to differentiate them unless they come out with their own uniqueness. This way, they could come to their special position in everyday life. The image following a particular name is also determined by the role of communication it undergoes; of which the followings are included: its manner, personality, behavior, ethics, values, etc. The importance of brands depends on the true ambitions of the company. It is important to take into account several factors and market circumstances before finalizing the brand name and its image. Company should take into account several factors and market circumstances like company goals, consumer wishes and expectations, trade groups and several other groups. A company builds its brand image through trade communication with its consumers. That is how a company informs the consumer of what the brand represents, what its values are, what the company is offering or guaranteeing the consumer, what its advantages are, its qualities etc. The consumers interpret all obtained information and form a subjective perception of the brand or its image. CHAPTER – 5 TRADEMARK REGISTRATION LEGISLATION (INDIA TRADEMARK LAW) The Indian law of trademarks is enshrined the new Trade Marks Act, 1999 came into force with effect from September 15, 2003. The old Trade and Merchandise Marks Act, 1958 was repealed at the same time. The new Trademarks Act of 1999 is in line with the World Trade Organisation recommendations and is in conformity with the TRIPS Agreement to which India is a signatory. MAIN FEATURES OF NEW LEGISLATION IN INDIA Under the new Trademarks Act of 1999 Registration of Service Marks allowed in addition to Trademarks for goods. No separate application necessary for each category/class of goods or services; a single application would do, however filing fee will be charged separately for each class of goods/services. The term of registration of trademark is ten years, subject to renewal thereafter The system of maintaining registration of trademark in Part A and Part B with different legal rights, dispensed away. Registration of trademarks which are imitations of well known trademarks not permitted. Registration of Collective Marks owned by associations allowed. Offences relating to trademark made cognizable. Filing Fees enhanced by more than 8 times. Extension of application of convention countries. WHAT IS A TRADEMARK ? A Mark` may consist of a word or invented word, signature, device, letter, numeral, brand, heading, label, name written in a particular style, the shape of goods other than those for which a mark is proposed to be used, or any combination thereof or a combination of colors and so forth. Subject to certain conditions, a trademark may also be symbolized by the name of a person, living or dead. For the purpose of registration, a mark chosen should be capable of distinguishing goods or services of one person from those of the others. Further it should not be deceptively similar to an existing mark of another person and not the one expressly prohibited under the Act. The marks devoid of any distinctive character, or which are only indicative of the kind, quality, quantity, purpose, value or geographical origin of the goods, or which are marks already in vogue in the trade due to their customary use may not be registered. But these disqualifications do not apply to marks, which have already acquired distinction due to their popularity and consistent use. Internationally acclaimed brand names are freely available for use in Indi