A Rise in Officially Authorized Economic Prospects and the Crime Rate Research Paper

A Rise in Officially Authorized Economic Prospects and the Crime Rate - look Paper ExampleIn the majority of cases, murder is committed by someone the sufferer is acquainted(predicate) with. Serial killers, who mostly choose victims at the dictates of chance with no obvious reason have been place to become overcome with the urge to kill (Lily et al, 2010), similar to the addict who wants his fix. It has been an observation that this situation is an outcome of twain genetic as well as environmental aspects. This is a psychological sickness at work. early(a) caution symptoms take account of arson and brutality towards animals.Crime costs the United States billions of dollars every grade (Williams & McShane, 2009). Costs appear not just from lost belongings, remunerations and health care expenditures, but the huge hail of cash syphoned into the detention centre. Legal costs are an additional aspect when talking about crime. one(a) must consider all the wages remunerated to legal representatives as well as habitual advocates, in addition to the utility bills for courtrooms. Possibly, the major expenditure is reimbursing the law enforcement agencies all over the nation to shake crime to have safe streets. The death sentence has not been shown to act as prevention for crime, although it does use up the message indicating that it means business. It is hard to say how many inmates get more out of prison former(a) than hooking up with fellow criminals and learning new ways to commit crimes (Tibbetts & Hemmens, 2009). Individuals who would really like to relieve have the most excellent shot however, not all jails have self-enhancement plans.

Is Poland a consolidated democracy Research Paper

Is Poland a consolidated state - Research newspaper publisher ExampleThe civil society, which gave voice to social groups, was a striking metaphysical idea that appeared to capture the wide-cut gap between the ruled and rulers in the communist world (Biskupski 23). Only a few countries of the Soviet bloc - Poland and Hungary exhibited sovereign structures of civil societies before the 90s. These structures advocated, for this conceptual tool, to be applied in the integral region. Poland, in particular, pulled out from this Soviet bloc when the union broke. The country considers itself as a land, but questions choose been raised to question this notion. Therefore, this paper will discuss whether or not Poland is a consolidated democracy giving facts in line with the instructions stated.The twain-turnover test means that a nation has undergone the process of democratizing itself from an emerging democracy to a stable democracy (Davies 3). An emergent democracy must go through t wo classless, as well as a peaceful turnover governing parties in order to break down a stable democracy. Poland has undergone these changes, and it can be sternly ranked as a consolidated democracy (Davies 4). Poland, in 1989-1991, endorsed a democratic transition that put an end to the Polish Peoples Republic and created a democratic regime, which was referred to as the Polish Third Republic. After a decade of democratic consolidation, this country joined NATO, in 1999, along with the European Union (EU) in 2004. From the 70s to the 80s, tension increased between the citizens of Poland along with its Communist government. During this period, the lie of the Eastern blocs influence on the Soviet Union weakened. With the introduction of perestroika under Mikhail Gorbachev, in the Soviet Union, a chance was introduced finally to modify the system of ruling, after the harsh era of soldierlike law (1981-83) brought by General Jaruzelski. After this period, Poland became a consolidat ed democracy (Davies 6).Poland

Sacrament of marriage Essay Example | Topics and Well Written Essays - 1000 words

Sacrament of marriage - Essay ExampleThis concerns the establishment of the relations among the people intricate in the union, as well as, the attribution of the relationship to the purpose of God in the individual lives of the people2. Thus, from the Catholic cannons, marriage is a service between baptized people joined in union at the confines of the church doctrines. It constitutes the unbreakable bond of love between Christ and the people. Thus, like the other sacraments, the sacrament of marriage is a symbol to reveal the Lord Jesus, facilitate the divine life, and love to the people.The twentieth blow saw the evolution of the theology of marriage within the developments of the church, begging with the incorporations established by Pope Pius XI in 930, and passing through to the Second Vatican Council and Pope Paul VI. The culmination was the unfolding of the writings on the insights of Pope John Paul II. The church drifted from the juridical presentation of marriage to adopt church pronouncements that individualised the duties and rights of marriage, to present it as a presentation for availing conjugal love between the spouses3. The Vatican and Cannon Law explains the translation of marriage as an intimate, exclusive, indissoluble communion of love and life shared by man and cleaning woman as a fulfillment to the design established by the Creator of their own good and procreation. This stipulation entails joining two baptized persons, raising the dignity of the sacrament. Historical development ranges back to the initial establishments slightly the promiscuity of man, which instituted the need to develop religious cannons to streamline the practice of marriage4. The responsibilities associated also contributed to the establishment of the divine union, as practice of monogamy became the preaching from the church5. Thus, current establishments and practices in the sacrament of marriage have evolved

The Wow Factor Essay Example | Topics and Well Written Essays - 500 words

The Wow Factor - Essay ExampleThe themes that run throughout the article atomic number 18 interaction and a good story line. These may not be revolutionary, but it reminds us of the possibilities we apply to relate information to children.The demand placed on teachers to improve math performance at an earliest age has brought with it unique approaches. Learning the basic concept of numbers at an early age posterior greatly facilitate the mastering of math at a later date. There is definitely a need to incorporate math into the variety of diametrical subjects that we present to children. A child develops an interest in a number when the number becomes a character. As the story unfolds, the number is presented in a scenario that other numbers interact with, or present a problem that demands a solution. The child gets this intuitively and garners noesis of the concept of numbers. When confronted with mathematics, they will have the mental picture and an understanding of the relat ionship that numbers have. It will help in their ability to format a problem in a context that makes sense to them, and gives them a foothold in creating possible solutions.This approach to how children learn places a responsibility on the classroom teacher to be creative in their approach to education. As teachers, we need to remain cognizant of the fact that different children learn in different ways.

Thomas Jefferson in the History of the US Essay Example | Topics and Well Written Essays - 750 words

Thomas Jefferson in the History of the US - Essay ExampleThere is an impulse, a curiosity, in humans that seeks sensible explanations. In the 17th century, the discernment began. Motivated by trade, the printing press, and a number of very significant intellectual leaders, this period of memorial saw a lot of the superstitions that guided peoples lives beaten back. Men like Diderot, exaltation Smith, and Thomas Jefferson revolutionized the way we think about the world and our place in it. Scientific innovation was withal telling us more and more about our world, was exposing the fact that it was not run by ghosts and gods. Things began to potpourri dramatically. People believed that a better world could be created through reason. From this period the States was born and Jefferson was at that place to watch and guide it.Jefferson had many great accomplishments. Among them surely we should count drafting the Declaration of Independence and the atomic number 57 Purchase (Peterson 1960, 35). But it was partly his losing battle against Hamilton in shaping the form political parties should take that is close to inspiring. He should himself first and foremost to be an advocate of liberty and opponent of tyranny.The truth is that early America was divided over whether political parties were truly necessary. In the beginning, there were no real parties. Then a great debate began about whether political parties served the common good.

Appropriateness Of Integrity And Personality Tests Assignment

Appropriateness Of Integrity And reputation Tests - Assignment ExampleWhen an organization recruits, it desires to get the best-qualified persons to higher or promote. Unfortunately, the organization may not be aw be of new employees capabilities due to no previous contact (DeCenzo & Robbins, 2013). The organization rear, for this reason, utilization the tests as an sign of the presence of desired capabilities as long as ethical, and legal standards are observed. Integrity and personality tests are ostensibly more significant in some jobs than others. For instance, jobs in finance depend on lawfulness and personality irrespective of the controls used. If the controller is not honest, the organization can easily collapse as the accountant can scheme against the organization in such a fashion as to steal capital from it without being noticed for a long time. Accountants can do so through manipulating loopholes in the account statement systems that a firm employs. Due to the adv antages of personality and integrity texts expressed above, companies will most likely use more of them in the next five years. However, the use will depend on whether the tests are adjudged to be ethical over time, and their legality is upheld. The rationale is that since the modern business environment is characterized by uncertainty, companies would prefer to nurse their lay on the lines at the minimum in all avenues in which risks can be controlled. If human resource departments can successfully identify and hire staff with excellent character, companies would be glad due to reduced risk of theft and improved work performance.

Are alternative energy sources the answer to ending human dependence Thesis

Are alternative energy sources the behave to finish human dep turn backence on oil - Thesis ExampleAs such, it is necessary to emphasize the fact that the environmental crisis is not only about environmental problems, but it is about the intertwined concerns regarding politics, economics, society and ideologies (Bodley 2008, p. 43).In this regard, this heading will try to address one of the most urgent environmental issues that we ar facing are alternative energy sources the answer to ending human dependence to oil? This is a crucial question because the reality of human dependence to oil is attested by the fact that countries all over the nut have to ensure energy security to sustain their economies and in case they fail, the threat of conflict be line ups infallible (Moran and Russell, 2008). Furthermore, as of 2009, 85 percent of total primary energy consumption involves the use of fossil elicits oil, essential gas, and coal (Statistical Review of World Energy, 2009) a nd this is a critical issue because oil is finite. In addition, the peril of worldwide warming coupled with the probability of the increase in consumption in the coming years creates spurring in addressing the question are alternative energy sources the answer to ending human dependence to oil?Everybody, in one way or another, is concern with global warming and in finding the answer on how consumption of fossil fuels may be reduced. Alternative sources such as oil sands, labored oil, and wood/other biomass, coal hydropower, shale oil, solar energy, gas hydrates, wind energy, nuclear fission, wave energy, geothermal tidal power, fusion, ocean thermal energy and conversion are all considered as alternative sources of energy. However, can they end human dependence in oil?First, as mentioned, oil is finite. There is a need to come up with alternative sources of energy because the reality of diminishing fossil fuel supplies is a fact. The fossil fuel that the world is currently using is built on 500

Ethics Essay Example | Topics and Well Written Essays - 1250 words - 18

Ethics - sample ExampleSyrias situation was different beca subroutine it was complex. It would take much monetary help through the use of militia. Rwanda involved the use of small arms. (The Gurdian)According to Gilligan, c are ethics is a normative theory. This means it is a theory about what makes right or wrong of ones actions. It is known as moral theory. The contrast amongst ethics of care and ethics of justice is clear when one seems to incorporate moral reasoning to sea captain discipline substances. The Western pietism concept is dominant of rights and justice in its basing. Other principles are orb rationality, impartiality, and impersonality which are universal. They form the basis of moral development and are the bedrock of the dormant Western morality conception. Gilligans concept contrast with ethic of justice based of relationship and care. (Virginia)Walzers version of fouled hand theory is based on ethics of war in the political spheres quest for power. He argues that if distributive justice is based on the standards of complex equality then managing director selection is the entity of the employees. (Baarda A and M) This is contrary to the experience of the vast majority in todays thrift that justifies an actor that causes some suffering for the greater good. Mills principles bring a different panorama because it gives the idea that happiness is promoted by any action that does not produce pain. Both pain producing and non-pain producing actions supply to the overall level of societys happiness. Mills principles do not engage in bad practices to attain happiness.Identical victims are known to be survivors of a scene who possess injuries in their bodies. These injuries are used to separate them from the rest who are in the scene. Therefore the injuries are signs for identity that is clear and indulgent to detect. Statistical victims are known to be the collective identity

Organizational Concept Coursework Example | Topics and Well Written Essays - 1000 words

Organizational Concept - Coursework ExampleMany meta-analyses have brought slightly and later on confirmed the predictive value of the Big Five through a issue of behaviors. The research on the Big Five has shown that there is both support and criticism for the model. There atomic number 18 also limitations extended to the model as the Big Five has an explanatory and predictive theory inclined with it. Some suggest that this model does not explain nearly all the human personality domains and is thereof regarded as an incomp permite model in essence. However some are of the view that it is an extensive and encyclopedic model. A theatre director or coach could use his self-fulfilling prediction to enhance and improve an individuals performance levels by weighing in his strengths with the grey areas. If he believes that this individual has a good get of strong points within his personality, he should offer him a chance to excel and in return let the organization grow and develop as a result of the same underpinnings. More than anything else, there is a dire need to put the strengths and weaknesses side by side so that the advantages and the shortcomings could be envisaged beforehand, and that the weaknesses could be plugged, the sooner the better. This animal trainer or coach could find new ways through which this employee can work towards achieving blue-ribbon(prenominal) performance levels in the long term scheme of things (Beach 1996). The individual can only be gauged in a proper way if there are set conditions under which he can march his truest basis, i.e. by giving him a trial under which he is tested to the best possible levels. The manager must realize that he has to play his cards well as far as assignment work activities and processes are concerned to the individual under him. This will bring in success for the individual, the manager and indeed the entire organization. References Beach, L (1996). Decision Making in the Workplace A Unified P erspective. Lawrence Erlbaum

Novel Report on the game V Archery Coursework Example | Topics and Well Written Essays - 2500 words

myth Report on the zippy V Archery - Coursework ExampleTo find the answer to this hypothetical question, the look has been make in a systematic process to find all the necessary data required to pick out or reject the hypothesis. To do this, the research comes up with a points based location of the game mastermind in which the various colors apply in the target represent different accuracy levels of the game player, the bowman. Highest scores argon achieved when the archer aims at the middle of the target. The scores decrease as targets hit except from the middle of the target. The different colors used in the target represent different scores and an archer would want to aim the colors closest to the middle of the target possible to earn the highest points possible. The scores used include 1, 2, 3, 5, 6, 8, and 10. The target is aimed using a track pointer, whose tip and direction is controlled by the player. Precision of the cursor is controlled by both TUI and effects of shiver (Hansard 1841). A player chooses the game using specified criteria. The preciseness is influenced by a number of factors that include vibration, which increases precision according to the research results. Design Concept The program concept includes the research question, which brings out the hypothesis being proved or disapproved. The design concept as well as structures the tested idea of the game as well as the purpose of the experiment done on the game. The experiment was done to point out whether vibration effects increased the user precision by enhanced bring. Research question The research question extracts a general picture of the research including the objectives and hypothesis. The research question is used to guide the research through all steps in the experiment and fib writing. The research question in this case is Does the use of vibration improve the user experience and forego to better targeting? Research Objective The research objective is structured f rom the research question. The research objective provides focussing for whatever has to be done. This includes the methodologies used, the data collected, and the techniques used in data analysis in order to book good results. The objective of the research is To find out whether the use of vibration improves the user experience and blow over to better targeting Prototype The research uses a fixed process in order to obtain effective results about the relationship between vibration and improvement of vibration and the resulting effect on user experience and improved targeting. The prototype in this case is the V-archery game, which include the bows, the tracked arrows, the player (archers), the target, and location. The combination of all these components forms the v-archery game. The bows are used to exact pressure from where the track arrows are released to hit the game target (Klopsteg 1963). The player or archer achieves better target depending on his or her use of the bow a nd track arrows. The track arrow has a sharp tip used to hit the target but it is controlled by its tail. The precision of the arrow is mainly controlled by TUI and the vibration effect as the research finds out. The Prototyping Process The prototyping process includes the use of vibration within the game and the criteria used to choose the game. In the use of vibration in this game, a logical vibration is first felt when the archer is aiming the game target. This

The Depletion of Natural Resources Essay Example | Topics and Well Written Essays - 1000 words

The Depletion of Natural Resources - Essay physical exertionThe density of palms and lianas were as well recorded as they were observed to have different behavior than that of the dicotyledonous trees. The rent was conducted under the original range of 78/5 experiment that was conducted in 1978 at Tonka research site in Suriname that is located within the Kabo creek, comprising of rain quality area. The region had around 197 species with 37 of them having great commercialized value. In 1978, three levels of exploitation and three levels of silviculture refinements were tested and replicated three times. Virgin forest plots or VFPs were also set up in three replications using different com wearments. The replications were carried out in nine compartments comprising of 1 ha assessment plot which was further divided into ten subplots. The exploitation levels were coded as E14, E23, and E46 where logging took place. E46 byword excessive logging which was considered non-acceptable. Silviculture levels were coded as S0, S18, and S14 where discarded trees. In the heavy refinement area, cutting off unwanted trees was accompanied by climber cutting and poison girdling of non-commercial trees. The current study took a small part of the original experimental area comprising of three compartments per replication along with 3 VFP compartments, totaling 60 subplots. The density of 8 selected tree species studied on the basis of 20% Random sampling of 100 plots. Species were selected for their adaptability to sunlight and shade. vegetation layer of 3-10 m has opted because they were bested suited as test subjects. Using various statistical and non-statistical measurements like forest class, ANOVA, t, and chi-square test, Kruskal-Wallis and Wilcoxon signal tests were used to test the hypothesis. Mortality was higher in heavy exploitation and treatment region. climax trees are not much-affected with treatments.

Panera Bread Company Essay Example | Topics and Well Written Essays - 1000 words

Panera moolah Company - Essay ExampleIn dictate to achieve this, business organizations have to put through certain strategies. Each and every product of necessity to be designed or do on the basis of customers needs and wants. Panera Bread Company has so many outlets in US and Canada and each outlet has its own varieties of customers. Thus, in order to maintain a steady flow of customers they have to follow certain trade strategies tailor made to meet the requirements of each and every outlet, depending on the peculiar characteristics of the outlet.The franchisee business model is quite appropriate in the food and beverage industry. However, unlike it is competitors, Panera does not have many Franchisee units. So to increase the franchisees the company has to implement some new strategies. Because of the strict policies Panera does not have as many outlets as its competitors like head teacher Bucks and McDonalds have.Not cashing in on the attractive concept of franchising is t he main drawback of Panera. The issues however can be easily solved on the basis of franchises and the management professionals have to follow some kind of marketing activities such as market campaigns, Employees and customers awareness classes. . To get more in to franchising the rules should be cut down on the basis of this we can improve our business activities as well as our customers. It is needless to mention that every business operates on the basis of profitability and for Panera to

Audit and Accountability. Questions and answers Essay

Audit and Account king. Questions and answers - Essay typeUnder the studying standards directors atomic number 18 required toa) Make an appraisal regarding the ability of the company to carry on as a going concern andb) To make sure, about the uncertainties regarding a companys ability to carry on as a going concern. These are sufficiently revealed in the pecuniary statements.Directors should also-1. curb a satisfactory degree of rigidity and procedure while making their conclusions to decide whether the business is feasible in going ahead with its objectives.2. To plan assessment as early as possible, to keep the attendee in preparing financial statements on basis of going concern.3. Draft disclosures before time, if needed be.4. Take account of subsequent developments before time and not just on the financial reporting date or yearend date. The Auditors Responsibility The responsibility of an take stockor is To consider, the suitability of the managements utilization of t he self-reliance of going concern in preparing financial statement. To consider the going concern concept in the earlier stages of audit by considering the presence of events or situations and associated business risks that may cause doubt on the entitys capability to maintain as a going concern.... b) You have recently completed the audit of stabler plc. You are involved with the financial statements but you have some doubts over the going concern status of the company. inform in what circumstances your audit opinion would be relevant or qualified i) Qualified with an unfavourable opinion I go out convey an adverse opinion ? When I have obtained adequate suitable audit evidence, to conclude that the misstatements, independently or in the total, are both pervasive and essential to financial report. ? When it is incapable to acquire adequate suitable audit evidence on the basis of which opinion is formulated. ? Sometimes, relating to four-fold uncertainties, despite of having at tained adequate suitable audit evidence concerning each of the individual uncertainties, it is impossible to lineation an opinion on financial report because of the possible interaction of the uncertainties and their likely cumulative consequence on financial report. ii) Qualified With an except for Opinion Qualified with an except for opinion is expressed when a. There in adequate suitable audit evidence or if thither are constraints on the scope of audit that leads me to the conclusion that I cant express an unquali?ed opinion or disclaim an opinion. b. On account of the audit done, if the ?nancial statements enclose a departure from the GAAP (generally accepted accounting principles), the result of which will be material, i will conclude that it is not necessary to convey adverse opinion iii) straight-out with an explanatory paragraph Audit opinion will be unqualified with an explanatory paragraph when 1.When there is Lack of consistent application of generally

HUMAN RESOURCES MANAGEMENT-2ND ASSIGNMENT Essay

HUMAN RESOURCES MANAGEMENT-2ND appellative - Essay ExampleGiven the dynamic nature of work that needed to be done, the organization demands graduate(prenominal) level knowledge and information from the employees. According to the studies made the club has incorporated training and motivational programs for the employees so that they can meet the demand effectively.Conclusion Thus from the study we can make out that when the comp whatsoever was in danger of losing its market share, the company started focusing on its human resources, which ultimately enabled the company to assume back on the track. The company realized the importance of incorporating such policies in their strategic decision fashioning mold.Self Evaluation The presentation provides the highlights of the major aspects that a transport company might consider season designing their Human Resource policy. These policies are uniquely different than the human resource policies which are largely being adapted in manu facturing concerns. Skills along with rates constitute the main plan of the entire process of employee development. The benefit companies speci every last(predicate)y should consider employees to be the one of the most critical asset component and they should value them accordingly.It should be remembered that with the level of competition present within the industry, the company cannot afford a very large(p) payment structure. As with the amount of scope available, any skilled and experienced employee can shift to any other given organization. This would cause a great harm to the parent company not except in qualitative aspects but also in the profit making process. The services provided by all the airlines are similar in nature, so the main part of difference comes in the way the service is being offered to the passengers. The employees who have adequate knowledge and experience can do just that. But with the overleap of proper payment structure, frequent shifting of employee s may make the continuous process of value innovation difficult. It will also dilute the

Real World Quadratic Functions Essay Example | Topics and Well Written Essays - 500 words

Real World Quadratic Functions - Essay Example acceptance from Harshberger and Reynolds (2013), with a 0, the parabola would open upwards as opposed to when a It would be deduced from this graph that with no clerks working, in that respect would no cyberspaces do just as there would be no profits made with the engagement of 12 clerks. Maximum profit would be achieved with 6 clerks working. This affair gives a graph whose relevancy only holds in the first quadrant.Quadratic functions play a critical role in calling cases with managers using these functions to determine the amount of workforce or units needed to obtain the greatest possible profit returns (Harshberger & Reynolds, 2013). Similarly, they help in forecasting the expected profits or losses hence assist in planning. These functions vary from one company to another thus the importance of each manager to determine the function that truly reflects the operations of the managed firm.Quadratic functions would be applied in various real world situations to realize meaningful solutions. In this assignment, its usefulness in determining the maximum profit and how to maximize profits in a business entity has been illustrated. From this, it would be noted that solving a quadratic function problem requires the decision of vertex or description of the parabolas

Subsidizing Distribution of Free

Subsidizing Distribution of Free Anti-Virus Software EssayIn todays technologically babelike society, organizations can run a high risk of infection from information processing system viruses. Due to this, it is prerequisite, as the CIO of the organization, to seek the need for scattering of surplus anti-virus software to rest home users on the network. As such, many organizations are view with proficient problems resulting from network protective cover. An analysis of these security problems, to include an exploration of the role of the various IT users at heart the corporation, volition reveal the need for distribution of bleak anti-virus software. According to Vamosi (2004), millions of PCs worldwide still do not guard basic antivirus protection, and thus are susceptible to infection. For Vamosi, the problem for many corporations lies within the fact that the computers within the corporation lack protection from virus attack and, as a result, would benefit from t he instillation of free antivirus software. There are many potential issues that can affect the network security of an organization.Specifically, there is a dire need for organizations to implement security plans and to install antivirus software on their network computers. As Vamosi describes, the problems associated with computer viruses could simply be solved if security organizations offered the programs free of charge. Let the antivirus companies corporate clients pay for the software and the yearly signature-file subscriptions, and let the home users download both for free (Vamosi, 2004).As such, it is essential to give further banter into the role of the various users in the IT process, to include the roles of top steering/non-IT management, IT professionals, and end-users in maintaining network security in society to determine the overall tellingness of providing the home users with free anti-virus software. The core to the IT team includes the IT Management staff. The I T management staff, traditionally, go forth pair with non-IT management to make executive decisions.More specifically, the Chief Information Officer is the IT passenger vehicle responsible for the day to day operations of an IT Department and the work of any contracted IT employees (Watkins, 2008). It is important to credit that it exit be this group of corporate employees that looks closely at the corporate budget in arrangement to determine if the distribution of free anti-virus software to home users is a fiscally sound decision. Supporting the IT management team are the IT professionals.These individuals are trained to overcompensate a wide course of development, support, and administrative tasks cogitate to keeping information systems operating efficiently and being used effectively (Watkins, 2008). The IT staff members will handle the day to day issues associated with installing the antivirus software as well as troubleshooting issues that arise with the network itself . Providing the free anti-virus software will certainly provide assurance for this employee group that the network is safe and secure for home use.The end-users in the corporation must also be considered in determining whether or not it is effective to install and distribute free anti-virus software on home use computers. In general, the end-users are those individuals who will work on computers within their home. As Watkins (2008) describes, End-users typically rent four types of issues, hardware-specific problems, operating-system specific problems, application-specific problems, and network/ mesh specific problems. In discussing the role of end users in this scenario, it is important to mention that end users also have different levels of skills. End-users often lack is training in specific applications and in advanced Internet searching. They may also may be unaware of good security practices and often need help resolution unexpected hardware and software problems (Watkins, 2 008). The core problem with security, as has been observed by many professionals in the IT field, was, at one time, that of viruses. That is, the viruses would load computers with adware and bring the PC to a halt.And, as InfoWorld describes, many of the problems and issues resulting from viruses and other technical problems are the result of issues arising from within the organization itself. The threat posed by their own employees isnt confused on security pros, 56 per centum of whom rated workers who fail to follow security policy as a significant security challenge (2006). Based on the above, it is then necessary to take into consideration the variety in perspective in regards to computer virus attack held by users in the IT system.According to Gaudin, close to more than 50 percent of end users surveyed say spam is not a problem in their workplace. However, 79. 1 percent of IT managers say it is a problem in the workplace. At the same time, when end users were asked if they theorize spam is under control at their company, 8. 4 percent say its out of control 23. 3 percent say its barely under control, and 68 percent say it is under control. This statistic can be compared to the results of IT administrators asked the same question.According to the survey results, 10 percent say its out of control 33 percent say its barely out of control, and 56 percent say they have it under control (2004). It is necessary to determine, then, the specific role that corporate home users play in the receipt of free antivirus software. In order to best secure the organization and protect the home users from potential attacks, it is necessary to develop a strategic plan of action that will protect home users accessing the corporate network.A plan of action, to include the distribution of free anti-virus software is essential, as predatory as todays criminally minded hackers are, IT professionals face plenty of threats from within their own enterprises none more glaring th an their own lack of a encyclopedic plan for security (InfoWorld, 2006). As the literature reveals, it is highly recommended that the corporation provide home users with free antivirus software. Doing this will enable the organization to more effectively secure the network while protecting corporate security from virus and other outside attack.ReferencesGaudin, S. (2004). IT and End Users Differ on Spam Severity, Retrieved May 7, 2009 from http//www. enterpriseitplanet. com/security/ watchword/article. php/3370591 InfoWorld (2006). ITs Confidence Crisis. Retrieved August 18, 2007 from http//www. infoworld. com/article/06/10/30/44FEsecsurvey_1. html Vamosi, R. (2004). Antivirus software must be free. Heres why, Retrieved August 18, 2007 from http//reviews-zdnet. com. com/4520-7297-5123825. html Watkins, P. (2008). Module 03 Background Information. Retrieved May 15, 2009 from Emodulesmodule03background. htm.

Turbines Case Essay Example for Free

Turbines Case EssayDefinition and historical backgroundClaude Burdin (17881873) was the real first person to use the word turbine. The word came from the Latin term turbo/turbines, which means a gyration or a vortex. Burdin use the term to describe the subject matter of an engineering competition be held during that while for a piss billet source. It would be an oversimplification to describe turbine as a rotating mold that is utilize to derive place or galvanisingity from the body of water a common water roll up may not right away or necessarily be a turbine, precisely it definitely is a rotating machine. A more precise definition of a turbine is that it is a machine in which the water moves comparatively to the surfaces of the machine, as distinguished from machines in which such motion is secondary, as with a cylinder and diver (Daugherty and Franzini 1965, 213214). more broadly, to include other attributes of turbine, it is nonpareil of those devices or mac hines that is being used to channel or convert postcode from a de chiffoniert of unsound (liquid or gas) into mechanistic nothing which would eventually be used to find galvanizing sinew, or to support or augment another utility/device. This is done as the stream passes through a system of fixed and moving fanlike blades which causes the latter to rotate.This device (turbine) looks like a large (and sometimes small) wheel with small radiating blades around its rim. The four general classes of turbines are water or hydraulic, repeal, steam, and gas turbines. Water or hydraulic, wind, and steam turbines are generally used for the generation of electricity while the remaining one, gas turbines, is mostly being used in aircrafts (Britannica Concise encyclopedia 2006).The bargainer components of childly turbines are the rotor, which in most if not all cases has blades projecting radially from the center to its bang the nozzles, where the working jet of fluid is directed and expanded and blades, where the conversion of kinetic to robotlike vigor takes pop. theoretical and operating principlesPotential and kinetic energy two exist in a working fluid, which could be compressible or incompressible. Turbines collect this available energy by utilizing any or both of these sensual principles impulse turbines and reaction turbines.Impulse turbines tack the direction of flow of a given high hurrying fluid jet. The impulse, as a result of this, causes the turbine to spin or rotate, diminishing the kinetic energy of the fluid flow as this is absorbed by the device. In the case of flowing water, it comes available in purely automatic form (water in nature is one of the most useful and efficient sources of kinetic energy).scientific calculations show that 1 cubic meter of water can actually produce 9.8 kilojoules of pure mechanic energy for every meter that the volume of water descends. In the said(prenominal) way, a flow of the same volume of water for every second in a fall of 1 meter can provide 9.8 kilowatts, or 13 horsepower. Hydraulic turbines efficiency is estimated at approximately 1, meaning, almost all energy is available or utilized. This kinetic/mechanical energy can be converted to electrical energy with an efficiency of more than 95.0% (Calvert 2004).To get this much power from water, it should be extracted as it is lowered in elevation. The new in a stream, of course, is obvious. This flow comes from the open-channel movement or flow of water as influenced by gravitational forces. Simply put, holding a paddle-wheel in the stream of water will result to the paddle-wheel being rotated and from this outcome, power can be extracted (mechanical energy or electrical energy). This is an example of elementary impulse turbine, a machine acted upon by the impulse or force of moving or flowing water (Calvert 2004).In the case of reaction turbines, tortuousness is developed as a result of fluids insisting or weight. The flu ids compress changes as it goes through the rotor blades of the turbine. There should be a pressure casement so as to contain and maintain the energy of the working fluid as it acts on the turbine stage(s). If there would be no pressure casement, the turbine must be immersed in the fluid flow, such as in the case of wind turbines. It is the instance that directs and contains the working fluid. In the case of water turbines, it maintains the suction which is imparted by the draft tube (Calvert 2004).A simple merely very good example for this principle is the lawn sprinkler. In contrast to the impulse turbine, where the pressure change took place in the nozzle, the pressure change in reaction turbines occurs in the commencement itself. This happens at the time that the force is exerted, hence, a reaction. Looking at the example of sprinkler, its duty is to spread water coming from it the resulting energy from the turbine serves to move (rotate) the sprinkler head. Water flows fr om the center of the sprinkler going radially outbound.Water under pressure comes from the center, and then jets of water that can possibly cover the area go out to the ends of the arms of the sprinkler at zero dope pressure. The significant decrease in pressure takes place in the sprinklers arms. The water is projected at a certain angle to the radius, but it should be noted that the water from a working sprinkler actually moves on a defined radius. The jets of water do not impinge on a runner but rather, they leave the runner, and this momentum is not converted into force, as opposed to an impulse turbine. The force residing on the runner reacts to the creation of the momentum, hence, the principle itself, reaction turbine (Calvert 2004).In any case, there is no restriction, as far as laws of physics are concerned, for any machine to utilize both principles. Many machines or devices use both of these principles as it is more efficient for the machine to be that way.Different ki nds of turbinesThere are different kinds of turbines used in modern period the water or hydraulic, steam, gas, and wind turbines. There are other types but these four are the most common and are usually the bases of any other turbines. Hydroelectric power stations utilize water, or hydraulic, turbine to drive their electric generators. Wisconsin, in 1882, witnessed the first of this kind of turbines. The processes taking place in a hydraulic turbine is simple falling water hits a set of buckets or blades committed to a calamus. This impact will cause the shaft to rotate and move the rotors of the generator.The most common kinds of hydraulic turbine are the Francis turbine, Pelton wheel, and the Kaplan turbine. Two engineers, Sir Charles A. Parsons and Carl G. P. de Laval (of Great Britain and Sweden, respectively), pioneered the building of hydraulic turbines during the late 19th century. Continual developments and improvements of basic machines do hydraulic turbines to be the mai n power sources utilized to drive most large electric generators (Reynolds 1970). other kind of turbine is the steam turbine. This is typically consist of conical steel shell that encloses a central shaft wherein a set of bladed disks are placed like washers. These blades are bent and extend outward (radially) from the edge of each disk. Some steam turbines have shafts that are surrounded by a tog up wherein the rows of blades are attached. In between each pair of disks, there is a row of stationary vanes that are attached to the steel shell. These extend radially inward. Each set of vanes together with the bladed disk immediately situated/placed beside it constitutes one stage of the steam turbine. Most steam turbines have multistage engines (Columbia Electronic encyclopaedia Online edition, 2007).Steam turbines are used mostly for electricity generation in thermal power plants, (i.e., plants exploitation fuel oil or coal, or nuclear power). Steam turbines were once used to driv e mechanical devices such as in the case of ships propellers. However, most such applications now utilize an intermediate electrical step or reduction gears. Gas turbines are now used mostly for aircraft engines. But there are still some gas turbines being used to drive electric generators (i.e., in an electricgas turbine locomotive) as well as high-speed tools. The essential components of a gas turbine are (a) compressor, (b) burn chamber, and (c) turbine that somehow resembles that of a steam turbine (refer to the description in the previous paragraph).The compressor is driven by the turbine, and then provides aggressive air into the combustion chamber. In this chamber, the hard-hitting air is mixed with a fuel and then burned. This makes the high-pressure gas(es) drive the turbine, with the same gas(es) expanding until their pressure decreases and reaches atmospheric pressure (Columbia Electronic Encyclopedia Online edition, 2007).The last kind of turbine is the wind turbine, which as the name suggests converts the kinetic energy coming from the wind into mechanical and/or electrical energy. If the resulting mechanical energy is directly used by a nearby or even attached machinery (e.g., nitty-gritty or grinding stones), the turbine device is usually referred to as a windmill. But if this mechanical energy is used to generate electricity, then, the device is called a wind turbine, wind generator, or wind energy converter (WEC Reynolds 1970). turn on turbines can be three-bladed, two-bladed, or even one-bladed (counterbalanced). Computer-controlled motors point them to the direction of the winds. Danish turbine manufacturers have utilized the three-bladed turbine type. This type of wind turbine has high tip speeds (even reaching up to 6 times the speed of the wind), low torque ripple, and high efficiency, which contributes to the overall good reliability.This type of turbine is the one that is being commercially used to generate electricity. In many case s, the blades are colored in such a way that it blends with the clouds. The length of these blades usually ranges from 20 to 40 meters (or about 70 to 100 feet) or more, while the height is about 200 to 295 feet. present-day(a) wind turbine models rotate at a speed of 16.6 rpm (revolution per minute). As a safety forethought to avoid overspeed damage, most wind turbines are equipped with automatic shutdown features during strong winds (Reynolds 1970 Wikipedia, The Free Encyclopedia 2007).There are other kinds of turbines, albeit fewer and smaller ones, in existence. These are the transonic turbines, contra-rotating turbines, statorless turbines, ceramic turbines, and shroudless turbine. other(a) uses of turbinesAlmost all electrical energy being used on Earth is generated with any one of the turbines discussed. Turbines with high efficiency can harness approximately 40% of the produced thermal energy, with the rest of the output listless as waste heat. Turbines are being utilized by most jet engines to provide mechanical energy from their fuel and working fluid as do most, if not all, power plants and nuclear ships. Reciprocating piston engines (like those found in aircraft engines) can utilize a turbine to drive an intake-air compressor.This configuration is known as the turbocharger (or turbine supercharger) or more colloquially known as turbo. Most turbines are capable of having very high power density the ratio of power to volume, or power to weight. This is due to their ability to function at extremely high speeds (Wikipedia, The Free Encyclopedia 2007). As of yet, no one has established any limitation for this trick of humankind. And with enough research and development, the present capability of these machines can even yield astonishing achievements.Woks CitedCalvert, J. B. Turbines. exit accessed November 29, 2007 (http//mysite.du.edu/jcalvert/ tech/fluids/turbine.htm).Daugherty, R. L., and J. B. Franzini. Fluid Mechanics. 6th ed. New York McGra w-Hill, 1965.Reynolds, J. Windmills and Watermills. New York Praeger, 1970.Strandh, S. A History of the Machine. New York AW Publishers, 1979.Turbine. Britannica Concise Encyclopedia. Encyclopedia Britannica, Inc., 2006. figure accessed November 29, 2007 (http//www.answers.com/topic/turbine).Turbine. The Columbia Electronic Encyclopedia. 6th ed. Columbia University Press, 2003. Date accessed November 29, 2007 (http//www.answers.com/topic/turbine).Wind turbine. Wikipedia, The Free Encyclopedia. Wikimedia Foundation, Inc. Date accessed November 29, 2007 (http//en.wikipedia.org/w/index.php?title=Wind_turbineoldid=173495357).

The part of the film Essay Example for Free

The part of the photograph EssayIn the opening prognosis of the film there is an important camera shot expiry on, a point of view shot of a creature flying over the water, which eventually leads into a and if you listen truly cargonfully you can hear a drum beat that could relate to a heart beat, this could make the interview become jumpy or scared because it could make them feel as if they were there. That camera shot is effective because it begins to involve the audience. The camera shot continues over the water and up until you birth a point of view of Santa Carla and the rides, because it is night time have is a slight horror subdivision because most villains and whales get their prey at night. Straight after that we go into a close up of David and his gang and the people he fights with on the carousal, this is when we get our first glance of who David is and makes the audience ask questions like, Is that the lamia? When David attacks the man on the carousel we get to see what he is going to be like throughout the film.In the camera shot after this we can hear flapping and laughing of the creatures suggesting that it is a lamia of some sort. This part of the film, this would make the audience jumpy because it goes from a close up on the concord to show his fear and a point of view shot from the creature to show its getting closer. When the creatures at last get the guard we see the door been ripped off and screaming of the guard, the cameras very cleverly disguise is to the audience can not see what is been ripped apart.This would build tension because the audience would want to known what is happening and what the monster is meaning they will have to wait until further in the film. The camera shots that are filmed in the day part of the scene also bring the horror element to the film. At the very take down of the day scene it is a similar camera shot to the start of the night scene, due to it look like a point of view shot over the water , yet again. When entering into Santa Carla on the derriere of the welcome sign it says Welcome to the murder capital of the world in a red paint.This is a moment of iconography because the colour red is the same colour as blood and gore. At this time the receive says I know what we have been through over the last couple of years. This is ironic because of what has happened so far suggests that this will not be much different from what they have had before. All the characters in the car are completely oblivious about it and do not know what will happen and what is happening.During the next scene we get a camera shot of a close up, on the people of Santa Carla with inter land ups of missing posters suggesting that Santa Carla is a weird get going with that and the weird people. This shows quickly that Santa Carla is a weird place and has some strange problems. That part of the film links to the song that is going on at this point, quite a little are strange, the part of the fi lm fits in with the song because the people of Santa Carla are actually acting very strange.

Dracula and The Strange Case Essay Example for Free

Dracula and The strange Case EssayDracula, by Bram Stoker, and The Strange Case of Dr Jekyll and Mr Hyde, be classic examples of Gothic literature. Gothic literature is a genre that combines elements of both horror and ro earthce. It is identified by its use of consternation and horror to shock the indorser, and this is usually created by setting the novel in huge, rigorous fastnesss, with mysterious protagonists and horrific imagery.In the opening of Chapter 2 of Dracula, we ar being described the imposing castle of the protagonist Count Dracula, in the eyes of a Solicitors clerks journal, called Jonathan Harker. This eldest person narrative, which also appears in The Strange Case of Dr Jekyll and Mr Hyde in the form of the Mr Utterson, creates a lot of terror as the fact that they are describing it, really makes the reader come to terms that this actually happened. However, we do non know whether what they are saying is true or false, as we only have the word of the re spective(prenominal) characters, inclined the piece a sense of mystery and suspense.As these two passages are based on description (describing the house and Mr Hyde in The Strange Case of Dr Jekyll and Mr Hyde and describing Count Draculas house in Dracula), adjectives are cardinal in creating tension and terror. In Dracula, the adjectives reflect that in the dark, all your senses are heightened, so everything seems bigger, I stood next to a corking door, old and studded with large iron nails, and set in a projecting doorway of massive stone. This piece is also given an aural place by adding noise. In the phrase, the sound of rattling chains and the clanking of massive bolts drawn back. A key was turned with the loud grating noise of long disuse the adjectives employ are onomatopoeic which gives the reader a sense of sound which brings the writing to live.In The Strange Case of Dr Jekyll and Mr Hyde, negative adjectives are used to describe the house to create an unpleasant aur a surrounding the house, associating it with evil, the door was blistered and distained. it bore the marks of prolonged and maggoty negligence.The theme of light and dark plays a large part in Gothic literature, where shabbiness symbolises evil and horror and light symbolises happiness and safety, down to humans primitive terror of darkness. Both the stories affiance place in the dark, automatically creating a sense of terror. In Jonathan Harkers Journal, he likens the situation to a horrible nightmare, meaning the reader can empathise with him.In both passages, we are given a vivid description of the outside of the buildings, but we are not told about the inside, leaving it up to the readers imagination. This is very sound as it makes the reader feel like he is actually in the facet being described. In Chapter 2 of Dracula, Stoker personifies the house, it was not likely that my voice could penetrate through these pull a face walls. This is effective as it again makes you thin k what is on the inside, and in this case, who is doing the frowning. Again this same proficiency is done in The Strange Case of Dr Jekyll and Mr Hyde. The phrase, a certain sinister building thrust foregoing its gable gives the house a sense of its own power, through the personification. This is also shown by likening the faade of the house to a face, a blind forehead of discoloured wall.In the two passages, the door is center on the door which was equipped with neither bell nor knocker and I stood close to a great door, old and studded with large iron nails. This is because it is the gateway between what we know, and what we dont know as a reader. The fact that there is neither bell nor knocker is important as it gives the house an heavy quality, making the reader guess what it is the doors are hiding. It also demonstrates the use of crease to create tension. Contrast is effective as when to juxtaposed things are linked together, tension is created as the reader is unsure what is happening.Contrast is shown by the main protagonist from Dracula. We are told that he is black and white, symbolising that he is both dead and alive. We are not told anything about the two main protagonists. However the image the reader is presented with are very disparate in the two passages. In The Strange Case of Dr Jekyll and Mr Hyde, we are disgusted by this amoral character who tramples oer this small child. In the phrase, the two ran into one another naturally enough at the corner but the man trampled calmly over the childs body, the adverb, calmly is the most horrific as it shows he had no problems with what he did. However, in Dracula, the Count is shown to be very hospitable and welcoming, I bid you agreeable to my house.Come in the night air is chill, and you must need to eat and rest. This stark contrast raises the issue as to whether Count Dracula is all that he seems, hence creating terror.Both these passages play on the readers fear of the unknown. Both authors use varied techniques to create terror and successfully bring the reader into the narrative. What makes The Strange Case of Dr Jekyll and Mr Hyde more horrific is that it uses all the Gothic themes, except he then places it into London, making it a great deal more believable than castles and counts. The fear is that it really could be anywhere.

The Passionate Shepherd to His Love Summary Essay Example for Free

The Passionate shepherd to His Love Summary EssayThe Passionate shepherd to His Love is a pastoral lyric, a poetic form that is used to create an idealized dream of rural life within the context of personal emotion. Pastoral songs had been in vogue among poets for at least seventeen hundred years when Marlowe wrote this cardinal. The Greek poet Theocritis, in the third century B.C.E. (Shipley 300-1,) was the first pastoralist poet, and he, too, wrote about shepherds. wholly pastoral poesy, including Marlowes, is to virtually degree influenced by this original practitioner. The verse is written in genuinely prescribed iambic tetrameter. Each suck up softens exactly four heavy stresses, and the metrical feet are al approximately invariably iambic. Similarly, most lines contain eight syllables, and the few that dont create a specific poetic effect ( much(prenominal) as lines 3 and 4), or have easily elided syllables which may be read as eight. This regular meter, free burning through the twenty-four lines, remarkably never descends into the sing-song quality so prevalent in tetrameter, primarily because Marlowe salts his lines with a variety of devices that complement the meter without drawing too much attention to its rigid regularity.Marlowes use of whacky consonants (such as W, M, Em, F) to start lines, with the occasional feminine ending of an unstressed syllable (in the third stanza) lend a charming variety to an essentially regular and completely formulaic form. In the first stanza, the Shepherd invites his love to seeded player with him and pleasures prove (line 2.) This immediate reference to pleasure gives a mildly sexual tone to this poem, nevertheless it is of the tout ensemble innocent, almost nave winsome. The Shepherd makes no innuendo of a sordid type, that rather light and directly calls to his love. He implies that the entire geography of the countryside of England Valleys, groves, hills and fields/Woods or steepy mounta ins testament prove to contain pleasure of all physical bodys for the lovers. This vision of the bounteous earth (reminiscent of the New Testaments admonishment Look at the birds of the stress they neither sow nor reap nor gather into barns, and yet your heavenly Father feeds them. Matthew 626) is a precise common theme in pastoral meter. The idealization of rural life is essentially what separates pastoral verse line from simple rustic verse.Realism, which would non come into being as a poetic or literary style for opusy centuries after Marlowe, has little place in pastoral verse. The next stanza suggests that the lovers will necessitate their entertainment not in a theatre or at a banquet, but academic session upon rocks or by rivers. They will watch shepherds (of which the titular speaker is ostensibly one, except here it is implied that he will have ample leisure) feeding their flocks, or listening to waterfalls and the songs of birds. The enticements of such auditory and visual pleasures terminate be seen as a marked contrast to the hurly-burly (a phrase Marlowe used in his later(a)r play, Dido, faery of Carthage, Act IV, Scene 1) of the London stage plays which Marlowe would write. These are entirely bucolic, traditional entertainments the idea of Marlowe, the new-fashioned man about town who chose to lively in London, in reality enjoying these rustic pleasures exclusively and leaving the city dirty dog is laughable.Again, these invitations are not to be taken literally. Marlowe may well have admired pastoral verse, and the ideals of it (such as Ovids ideals of aggressive, adulterous heterosexual love) were not necessarily those he would espouse for himself. The third, fourth, and fifth stanzas are a charitable of list of the pleasures, mostly sartorial, that the Shepherd will make for his lady love. Here it becomes clearer that the Shepherd is really none of the same indeed, he is more(prenominal) like a feudal landowner who employs shepherds.The list of the things he will make for his lady beds of roses (a phrase, incidentally, first coined by Marlowe, which has survived to this day in common speech, though in the ban , no bed of roses meaning not a pleasant situation) thousand fragrant posies, cap of flowers, kirtle embroidered with leaves of myrtle, clothe made of the finest wool/Which from our bewitching lambs we pull, fair-lind slippers, buckles of the purest g one-time(a), belt of straw and ivy buds, coral clasps, and amber studs) make cognize a colossal deal about the situation of the Shepherd and what he stool offer his love. plot certainly some(prenominal) of the adornments Marlowe lists would be within the power of a real shepherd to procure or make (the slippers, the belt, possibly the bed of roses (in season), the cap of flowers, and the many posies, and possibly even the kirtle embroidered with myrtle and the lambs wool gown,) but the gold buckles, the coral clasps, and the amber studs wou ld not be easily available to the smallh senior(a) or tenant shepherds who actually did the work of sheepherding.This increasingly fanciful list of gifts could only come from a member of the gentry, or a merchant in a town. This is an other(a) convention of pastoral poetry. While the delights of the countryside and the rural life of manual labor are celebrated, the poet (and the reader) is assumed to be noble, or at least above manual labor. The envisage of bucolic paradise is entirely idealized Marlowes Shepherd is not a real person, but except a poetic device to celebrate an old poetic ideal in verse. Incidentally, the plants mentioned (roses, flowers, and myrtle) are conventional horticultural expressions of romance. The rose, especially, was sacred to the goddess Venus (and it is how roses have come to symbolizationize romantic love in some modern Western cultures.) The myrtle was associated with Venus, too, and especially with marriage rituals in Ancient Rome. This connotat ion would have been known to Marlowes readers.The attribute of virginity should not necessarily be assumed here it was not for a few more centuries that myrtle would come to symbolize sexual purity. Therefore the kirtle embroidered with myrtle is not clean a pretty rhyme and a word-picture of a desirable garment. It was meant to symbolize that this was a nuptial invitation, and that the Shepherds lady was not stringently defined (though she may well have been meant to be) a virgin bride. Myrtle was an appropriate nature symbol from the Greek and Roman mythologies (from which the first pastoral poems come) to insert into a love-poem. The image of the Shepherd as a member of the gentry becomes complete when, in the last stanza, it is said The shepherd swains shall dance and sing/For thy delight each May-morning.The picture here is of other shepherds doing the speakers bidding. A rustic form of performance in the generate air and not on a stage is again in marked contrast to the k ind of formal performance of plays on the Renaissance stage, which would make Marlowe famous at a very young age. The poem ends with an if statement, and contains a slimly somber note. There is no guarantee that the lady will mystify these country enticements enough to follow the Shepherd, and since the construction of them is preposterous and fantastical to begin with, the reader is left with the very real possibility that the Shepherd will be disappointed. AnalysisThe Passionate Shepherd to His Love was unruffled sometime in Marlowes early years, (between the ages of sixteen and twenty-three) around the same time he translated Ovids Amores. This is to say, Marlowe wrote this poem before he went to London to become a playwright. Thornton suggests that Marlowes poetic and dramatic public life follows an Ovidian career model (xiv), with his amatory poems belonging to his youth, followed later by epic poems (such as Hero and Leander) and Lucans First Book). The energy and fanciful nature of youth is evident in Passionate Shepherd, which has been called an across-the-board invitation to rustic retirement (xv). It is headlong in its rush of sentiment, though, upon examination, it reveals itself to be a particularly well-balanced plot of land of poetry. This poem is justly famous though it may not be immediately identifiable as Marlowes (it is often mistakenly thought to be a sonnet of Shakespeare, though that is incorrect in both authorship and poetic form) it has a place in most anthologies of love-poetry.It may well be the most widely recognized piece that Marlowe ever wrote, despite the popularity of certain of his plays. The meter, though seemingly regular, gives a great deal of meaning and music to this poem. In line 10 the iambic pattern, so far unbroken, reverses to trochaic (stressed, unstressed). The line is innocuous And a thousand fragrant posies there is no special meaning in this line that requires a complete reversal of the meter. But it is a completely complementary line to the one above it (which contains an almost perfect match of nine iambic syllables), and creates movement and motion in the poem. This kind of temporary shift of meter makes the poem lighter to read, and, while preserving regularity, lessens any sing-song quality that might come out if too many regular lines appear in sequence. This skillful change is one of the reasons this poem is so often read aloud. It is musical and regular to the ear, but it is never rigid or predictable. Line endings, too, can create variety within regularity, and also call attention to the subject matter of the lines.The only stanza which contains the line ending termed feminine (that is, an additional unstressed syllable following the final stressed syllable while it may not have been called feminine in Marlowes day, the softer consonant at the end of a disyllabic word such as those in this stanza definitely can convey femininity) is the third. There will I make thee beds o f roses This is make by using disyllabic words at the end of the line. The second syllable of most two-syllable words is commonly an unstressed one. These lines all end with particularly feminine objects, too roses, posies, kirtle (a womans garment), and myrtle. It should be noted that every other line-terminating word in the entire poem is a monosyllabic one, with the lone exception of line 22, in which the masculine stressed ending is forced by the hyphenated construction May-morn ing. Marlowe chose his words with very great care. Scansion of poetry is never exact while lines 1 and 20 are often read as iambic, the offshoot (especially line 20) can easily be read as a spondee (two long syllables Come live with me and be my love/ rather than Come live with me and be my love/).A skillful and communicative reader might read this repeated line thusly, upon its second occurrence. The different stress would add pleading to the tone of the line (the emphases on the verbs come live and and be) and bespeak a slight desperation on the part of the Shepherd. If read the opposite way from the first line (spondaic rather than iambic) the meaning of the line changes just enough to create a development of emotion. This is no mean feat in a poem only twenty-four lines in length. (Note that there is disputed stanza (second from the last) Thy silver dishes for thy meat which appears in some older editions the latest critical editions do not include it.)At first glance The Passionate Shepherd To His Love can seem to be a nice piece of pastoral frippery. Considering that it was written, probably, in Marlowes late adolescence, and if read as a superficial exercise in the practice of a very old form of poetry, it can seem to be light and insubstantial. But any studied analysis of the poem reveals its depth the poem can be read as containing irony (as written by an refined man who longed for the city rather than the country, and thus constructed impossible rustic scenarios) , serious and heartfelt emotion, a slight political commentary, a gentle sadness, and a transcendent love of nature. Good poetry is often many things to different readers, and Marlowe was able to create, within a codified (and one might say ossified) form of poetry a piece of clever and flexible Elizabethan verse. The Shepherd may not have been real, but the emotions and effects created by this poem have their own reality.

Mona and the Promised Land Essay Example for Free

Mona and the Promised Land EssayIt has often been said that coming to the States is the start of a freshly life for many immigrant families. The novels Mona and the Promised Land by Gish Jen, and Hunger of Memory by Richard Rodriguez, it is said that Ameri digest means existence whatever you motivation (Jen 49). Mona and Rodriguez both strive to reach that American dream. They take the initiative throughout the novel and seek what they want to force. However, the novels show that in order for Mona and Rodriguez to flex what they want, they have to make sacrifices. From losing their gloss to losing their strong relationships with their parents, Mona and Rodriguez will have to endure consequences of their decision to become what they want to be. Mona and Rodriguez were raised up to believe their parents religion and traditions. To begin, Mona has an Asian appearance, which automatically differentiates her, and Rodriguez has an accent, which overly distinguishes him as diffe rent.The differences that set Mona a start up from Americans lead her to decide that she wants to practice Judaism because she lives in a neighborhood that is dominated by the Jewish community, and wants to be more accepted in that community. The dissimilarities that set Rodriguez apart from Americans lead him to deepen his savvy of the American culture. Mona and Rodriguez believe that religion and culture are two of the primary instruments through which they can compose and develop a new identity.Mona states, Jewish is American, American means being whatever you want, and I come to pass to pick being Jewish (Jen 49). Mona relates being Jewish with being American and she wants to be an American because whence there is no limit to what she can accomplish or become. However, Mona still has people constantly nerve-racking to bring her back to her Chinese culture. Helen, her mother, tries to trap Mona in her Chinese culture by telling her that Chinese people are not sibyllic to be Jewish, and that if she chooses to be a Jew, she can no long-term live in her home.Mona is in a complex situation where she wants to identify herself as a Jew, still Helen wants to limit her ability to be whatever she wants, (Jen 49) which forces Mona to choose between sacrificing what she wants to be or pleasing her mother. Helen asks Mona, How can you be Jewish? Chinese people dont do such things (Jen 45). Mona replies, I sham I must not be Chinese then (Jen 46). Jen shows that Mona can be Jewish and too Chinese, but she cannot be Chinese and also Jewish, meaning the Jewish community will accept her eventide though she is Chinese, but her Chinese parents will not accept her being Jewish.Mona feels bound by her Chinese culture, when as an American, she feels as though she is supposed to have the freedom to do whatever she wants (Jen 49). Though Mona feels as though she has found how she wants to identify herself, she is realizing that her decision to become Jewish is conflict ing with her relationship with her mother. Helen wants Mona to find herself in the Chinese culture, even though she was born in America. Mona feels as though, being born in America, she is supposed to have the right to find her identity in any flair she chooses.Mona states, Free country slump (Jen 250), but her mother combats that by stating, In this house no such thing (Jen 250). Helen is making absolved that as long as Mona is under her roof, Mona will have to obey her instructions. Helen also tells Mona, Once you take out this house you cannot come back (Jen 251). Mona is in a situation where she has to decide between living with her parents and being Chinese, or leaving her home and staying Jewish. Rodriguez believes one must sacrifice their culture to become a part of another culture.Rodriguez states Outside the house was public society inside the house was cloak-and-dagger, (15) meaning, outside of his home, nobody understands the way he feels inside of his home, and the amount of security and comfort that he feels while he is home. As Rodriguez grows deeper into the culture that he is learning about, the private feeling he has when he is at home, no longer became that private feeling. Rodriguez had a deep lodge with his parents in which he states, I am speaking with ease in Spanish. I am addressing you in words I never use with los gringos.I recognize you as someone special close, like no one outside. You belong with us. In the family (15). In his home with his family is the further place he feels as though he can truly express himself, but not altogether did he have to sacrifice his culture, but his parents did also. They agreed to give up the language (the sounds) that had revealed and accentuated our familys closeness (20). By his family also giving up their culture in their home, it is taking away his only place to truly express himself with his family, and losing that bond that they share.Mona wants to find happiness in things other than wh at she already has as a Chinese girl living in America. She changes her beliefs because she thinks she can find happiness in Judaism. She also changes her lifestyle because she has the freedom to do whatever she wants. After Mona gets everything she has sought, she realizes that all the sacrifices she made to fit into society were, in the end, not worth losing her mother. Rodriguez identifies himself with any culture he wants to. Rodriguez strived to gain a deeper understanding of the culture and become one with the culture and that is just what he did.He also lost his culture and that special connection with his family. Mona and Rodriguez believed that religion and culture are two of the primary instruments through which they could create and develop a new identity, but did not realize there would be major consequences from their decision to become what they want to be. deed Cited Jen, Gish. Mona in the Promised Land. New York Knopf, 1996. Print. Rodriguez, Richard. Hunger of Memo ry The Education of Richard Rodriguez An Autobiography. Boston, MA D. R. Godine, 1982. Print.

Evaluation of story board Unrelated incidents Essay Example for Free

Evaluation of story board orthogonal incidents EssayMy video is intended to portray unrelated incidents in a way which my gcse audience would project it is also designed to increase the dramatic impact of the poem and there for increase the pupils understanding of the poem.i started the video with the public figure of big Ben at six oclock, this is the stunt man used to start the BBC news so I felt that it was an appropriate fig to start this poem as it is about the news and how its read. The mind I choose a military man with a posh Standard English voice to do the narration for this naval division is that this is stereotypically the kind of voice used to introduce the BBC news. Also the image and the voice effect a image of typical English news which would increase the impact of the next voice on the audience.The introduction of the Glaswegian man is the most effective and best way of presenting the poem as written to an audience through a video. The image of the man standing in a field with mountains and a lake in the background, rolling a cigarette is a dramatic contrast to the image from the first section of typical Englishness. The man is meant to represent the average allday man from Glasgow, as the poem appears to be a look at that persons perspective on the news, and the English attitude towards him. The sky would be woful with the attack clouds gathering to show the mans anger at the way his treating gathering and increasing.This section is meant to show the mans disgust at the attitude of the scruff towards him because of his accent mark so he would be being sarcastic with these comments. The sky moving would again show the mans anger rising. The image in this section contrast sharply with the next image this should semi-shock the audience increasing the impact. Through out the video I am trying to create a feeling of contrast this is to show how sharply the image of the Glaswegian contrasts with the image of the man with the BBC a ccent.This scene is presentation how the man is different and is rebelling against the constraints of society (a image which members of my teenage audience would agree with there for increasing the impact.) The raft in the suits represent the BBC accent and the mans clear dislike of them and opposition to them(shown by his violent walk against the flow.) The mess in the suits are also meant to be shown as the scruff which the man despises. The way the scruffs ignore the man shows how they dont call up hes important enough to worry about. This leads on to the next scene.This is designed to show how the truth is unattended if its spoken by the Glaswegian condescension people knowing its true, the man in the suits attitude is screening again how the Glaswegian is ignored because of the way he looks and speaks. The man in the suit shows how society doesnt business organisation about the man because hes not part of the scruff.The man is narrating with the clip of Trevor Mcdonald talking to demonstrate one of the scruffs talking. This image also brings the subject of the video back to the news which is of course the basis of the poem. This scene is then followed by a similar scene, which shows the image of the Glaswegian as one of the scuffs talking. This section is shown in the newsroom to show how despite being different what the man says is the truth. This section of the poem is about how the man is one of the scruffs.The image of the tv is used so that the violent action of the TV being smashed is shocking and contrasting. The reason I have put the man from the bench standing with the hammer and speaking with a strong accent is to put across the message that sometimes people are not what you expect them to be. Also this image is a clear ending with camera fading to black.The entire video is designed to portray the anger, bristliness and contempt the Glasswegian man has towards the scruffs. It is supposed to show this in a interesting and different way, I think that the dramatic changes in camera shot and scenery would help to keep the interest of the audience.The reason I have chose to include Rage against the machine song break stuff is because the lyrics of this song as tumefy as being well known are also very appropriate for this poem. Lyrics like its exactly the rage built up in side of me, fist in the air in the primer of hypocrisy would help to portray the poems message also the song would help hold the audiences attention. The reason I chose not to include it during the last section is that it would distract slightly from the narrators words also the last section is very important if students are to understand the poems message.I did not feel the need to portray every image in the poem visually as I felt many were self informative using just aural techniques. Also I felt that it would increase the audiences interest if they had to actually expect for the meaning and reasoning behind some of my scene choices.

Comparison of Three (3) Paintings Essay Example for Free

Comparison of Three (3) Paintings EssayThemeThe Battle of the Amazons, 1618 by Pieter Pauwel Rubens discriminatems to be of state of war, abandon and the dire need to finish a battle no matter the cost while the gist of the Andes, 1859 by Frederic Edwin Church seems to be about the vastness and beauty of nature in its balance of bloodlines amongst let down and darkness, massiveness and diminutiveness, power and weakness. The Volga Boatmen, 1870-73 painted by Ilya Repin, however, depicts the theme of undesired yet unconscious captivity. climeThe mood conveyed by this painting c totallyed The Battle of the Amazons, 1618 is integrity of disturbed turmoil while the Heart of the Andes, 1859 gives one the feel of tranquility and peace. The Volga Boatmen, 1870-73 however, affects you by making you feel hopeless.MeaningRubens painting, The Battle of the Amazons, makes me feel disturbed because of the war between two determined forces that will do everything to win. However I see an underlying chauvinist message because the drama in this picture shows that the men atomic number 18 on top of the situation and that the women atomic number 18 driven to go below the bridge and die. It does show the courage and strength of women despite the drive of the masculine to be victorious though.For me, Churchs Heart of the Andes, 1859 is so full of meaning in the linguistic context of Christianity. The cross is so small amidst its surrounding mountains, trees and river. I feel that it just shows that we are in a world where we cannot control nature. All we can hold on to is faith. It also conveys the message of hope. One could see that the water rushes with force near the waterfalls but calms down by the banks. It could mean that one tends to focus on turbulent areas of his life but the calm beyond it is there to bring hope. This is also seen with the contrast of light on the left side of the painting and darkness or cloudiness at the side of the mountains. It is in herent in nature to be a balance. There cannot be too much darkness without the shout out of light.Repins The Volga Boatmen, 1870-73 is a painting that seems to tell me that one is imprisoned into captivity because of ones contrast as a boatman. Although there is no one guarding or holding you in custody, the mere engagement of having to work detains you and sentences you to a life of burden and unhappiness. Although there are boatmen in the painting that seem to jape or even smoke a pipe, these do not eliminate the harshness of life. It shows a contradiction because although the area where they are situated in seems to be vast, they do not see the potential for life.SimilaritiesThese paintings are similar in the sense that they portray life in its real sense. The Battle of the Amazons shows that women will neer win against men in the brutality of physical strength. The Heart of the Andes shows that nature will take its course no matter what and that hope is just there if you will just recognize it. The Volga boatmen shows that life is sinister if you are burdened with work that you dont love. In the matter of colors, the palette used were all of natural shades which seem to mean that these paintings are all about life and human nature.ContrastsThese paintings contrast each other because of the messages they seem to convey. The Battle of the Amazons show that one has to fight to get what he wants in life. The Heart of the Andes seems to show that one will eventually get what fate will give no matter what he prays for. The Volga Boatmen simply tells us that life means nothing so you just obtain to live it everyday.The paintings also differ in its approach because the Battle of the Amazons shows a very tight tantrum full of action in every space while the Heart of the Andes shows little action at all while the Volga Boatmen conveys no movement from its subject despite their efforts to pull their burden.

Social and Mental Effects to Broken Family Status Essay Example for Free

Social and Mental set up to Broken Family Status EssayChildren need to bugger off both p arents in the home to have a balanced life. Both soci bothy and mentally but, if the parents cannot get a large and the children are being raised in a constant battleground, socially and mentally this can be more damaging to them. This can triad to trust forces and other relationship problems. Parents who ab practice session each other allow or so likely have children who will become involved in abusive relationships. Children whose parents have breakd and the absent parent are still involved in their everyday life still benefit from both parents. But most importantly the child needs to understand that their parents carve up or break up was not and never will be their fault. Divorce is hurting American children very badly. Each year over a million children suffer the decouple of their parents and by 1999, half of all American children reaching their eighteenth birthday and who were born to married parents will have experienced the break of their parents. The reversal of the legal status of divorce will entail nothing less than a pagan revolution because American culture at present embraces divorce in law and in behavior. Its easy acceptance once rejected as scandalous.Even if they themselves have divorced the men and women who shape popular opinion, as well as the policymakers in state legislatures who are responsible for domestic law should begin to challenge this practice. The devastating effectuates of divorce on children just might provide these leaders with the motivation to start such a cultural revolution, or at least to question the direction the nation has taken. The plight of children may give Americans the chaste courage to overcome a fear of raising this delicate subject.If Americans do not overcome this fear, we will lock ourselves into inaction and lock the nation into a downward spiral of weakening do and decrease social capital because di vorce diminishes childrens future competence in all the major institutions. In family life, divorce permanently weakens the relationship between children and parents. It leads to destructive ways of handling conflict, diminishes social competence, leads to early button of virginity, and it diminishes young adults sense of masculinity or femininity. It leads to more trouble in dating, to more cohabitation, to higher divorce rates later in life, to higher expectations of divorce, and to less desire for children.* In religious life, divorce diminishes the absolute frequency of worship of God, and recourse to Him in prayer. * In education, divorce diminishes learning capacities and high school and college attainment. * In the marketplace, divorce reduces household income and massively cuts the life-wealth of individuals. * In government and citizenship, divorce massively increases crime rates, abuse and neglect rates, and the use of drugs. * Also, divorce weakens the health of childre n even their life spans will be shortened.* Finally it increases behavioral, emotional and psychiatric risks, including suicide. The effect of divorce on childrens hearts, minds and souls range from severe to mild, from seemingly small to massive, and from short term to long term. None of the effects apply to every child of divorce, nor is it likely that any one child has suffered all the effects. Nonetheless, the one million children who see their parents divorce each year are affected by the trauma. on that point is no way to predict how any particular child will be effected or to what extent, but it is possible to predict its effects on society. They are numerous and very serious. The major issue for researchers is no longer what the ill effects of divorce are, but the depth and length of persistence of these effects on children, and on their future children and grandchildren.

Monarchy In United Kingdom Essay Example for Free

Monarchy In United Kingdom EssayAt an estimated cost of 202 million a year the British monarchy is the most expensive in Europe and is to a greater extent than double the cost of the Dutch monarchy. 202.4 million is equivalent to the cost of 9,560 nurses, 8,200 police officers and more than(prenominal) than the total yearly Ministry of Defence spending on food (Royal Finances, 2012). What we really devour to incertitude is, is it worth it? What do we, as British citizens, gain from paying for such an expensive monarchy when the mvirtuosoy could be spent on nursing, policing or the Ministry of Defence? Many believe that the monarchy has run its course and is no longer beneficial to our modern daylight association whilst former(a)s feel that the monarchy is a symbol of Britain and our patriotic pride. Supporters of the monarchy would moot that the monarchy is one of Britains key features to its touristry industriousness, with nearly four million population visiting the pa laces last year, supplying galore(postnominal) citizens with temporary seasonal jobs to meet their demands (should Britain scrap the monarchy, 2012).However 2010 online statistics from Visit Britain reveal there atomic number 18 no monarchy related attractions in Britains top ten tourist attractions (top 10 English tourist attractions, 2010). This suggests that the British tourism industry could survive with give away the monarchy and possibly even increase as tourists would be granted full access to Buckingham palace. currently Buckingham palace is non open to tourists all year round, and when it is the public are only allowed to see a few of the rooms. Therefore if the palace was open all year round, tourist visits could potentially increase. This could generate more revenue and potentially create jobs which may help our country out of the recession (Tourism, 2010). To further defend the case that tourism may non be affected, we only have to look at other countries througho ut the orbit.From the 2011 data found by the United Nations World Tourism Organization, we can see that out of the five most visited countries in the world which are France, USA, China, Spain and Italy only Spain has a monarchy (Rosenberg, 2011). For that reason alone we could argue that having no monarchy might non affect our tourism revenue in a negative sort at all, it just further highlights the unnecessary cost of maintaining British monarchy. Without the monarchy in plate we would become a republican body politic with a chairperson in power. Statistics have revealed that the British monarchy is nearly 112 times more expensive to run than the Irish presidential transcription and more than twice as expensive as the French semi-presidential system (Royal finances,2012).This is perhaps further evidence to illustrate that the monarchy is an unnecessary set down, and we should possibly head towards get a republican nation with a president who has earned the right to be th ere and not just had the power handed to them through hereditary links. Graham Smith (2010), the chief executive of republic, which campaigns for a democratic alternative to the monarchy believes that the monarchy should be abolished, as hereditary links to the throne are not justifiable. He state in an article online at CNN. Were supposed to be a democratic society, in a democratic society there is no room for a head of state who is set up there for life and by birth. A hereditary monarch has no crop in a society that believes we the people should be in charge. Power is almostthing that should be earned and whoever is in charge should have the right credentials to exercise power.If power is just handed down to somebody how do we drive in they are capable of the task in hand? Our current system with a monarchy in place is very out-dated and many other commonwealth countries, for example Australia, are now looking at abolishing the monarchy and enough a republican nation. The a rgument here is perhaps it is time for us to look at doing the identical and hand over the power to an individual who has earned the right to be there. Many people are strongly of the belief that the monarchy should be abolished and Graham Smith (2010) of the Republic asks a very good question After 60 years who can quote a famous speech or maculation to a moment of crisis or celebration when the queen offered leadership and inspiration? This is the question many people may be asking, and using to question why the monarchy should not be abolished.Although republicans will point towards this to behind the abolishment of the monarchy there are many reasons to support the monarchy and not abolish it. The monarchy is a symbol of Britain and with this comes a feeling of great pride and history. In a BBC poll in 2007 80% of people said they wanted to retain the monarchy. This shows how much the monarchy really means to Britain as a nation and symbolises the pride the nation feels towar ds the monarchy (Should Britain scrap the monarchy, 2012). The monarchy is not just symbolised across Britain, the British monarchy has a world-wide followed status of authority and symbolises nationhood and stability. Without the monarchy in place many monarchists would argue that the country would lose some of its pride and respect throughout the world they question whether a president would really command the same respect asthe royal family? The respect the monarchy has throughout the world creates good relations with other countries through state visits.This is vital in many of our countrys business deals and probably would not be possible with a president in place (Should Britain scrap the monarchy, 2012). The British public have a low perception of and a everyday disliking for politicians and this would be a disadvantage of a presidential system. The general view of monarchists on politicians is that they have one path minds, their way is always correct and they are only int erested in their own ad hominem gains (Heffer, 2011). However, the queen is viewed as a neutral figurehead and brings a level of balance and equality into society where the democratic aspects appear corrupt and full of scandal. We only have to look at the recent expense scandals that tarnished the government to see this. From this we can question is this really how we want our country run? I bet the majority of people would answer this with a no.Although there are many good points from tourism statistics that back the abolition, there are also statistics that are in favour of the monarchy, in relation to tourism. mayhap the country would increase its revenue from tourist attractions alone without a monarchy. However, those statistics do not take into narrative the royal events that bring millions of pounds into the British economy. The royal wedding in 2011 generated an approximate revenue of 1-2 billion, and with over devil billion estimated television viewers worldwide it show s the popularity of our monarchy throughout the world (Impact on British economy, 2011). With a president in place it is unlikely that you would achieve figures like this for a presidents wedding, it doesnt have the same appeal.The queens diamond jubilee also had a massive boost on the UK economy with a boost of 409 million. Monarchists would argue that these figures alone are enough to keep the monarchy in place as it out-weighs the counter argument provided by republicans. Overall, after viewing arguments for and against the abolishment of the monarchy, I believe the monarchy should not be abolished. I believe this because without it the country would lose a lot of its worldwide respect. The queen is a symbol of our authority throughout history and commands respect which I feel could not be achieved with a president in place. Whilst everything in society appears corrupt why should we trust a democratic system that would have a president with his own interests at heart?Throughout a ll of the governments recent scandals themonarchy has remained a figure of respect and portrays this image across the world. I do agree with some of the arguments to abolish the monarchy, for example power should be earned not passed down through hereditary links. barely even though the throne is handed down to them, royalty spend all their lives preparing for the tasks they are needful to do. With the inheritance of the throne they also inherit the worldwide respect and I believe that could not be earned by a president. Taking these views into consideration I believe the monarchy should remain intact, and should do for a long time to come.

Importance of Brands and Branding

Importance of Brands and stigmatisationAbstract clamant breakures cost companies millions of dollars in redesign costs, liabilities, and transaction costs. still, by surfacelying(prenominal) the to the highest degree nitty-grittyive cost of these move overures is the wooly caper that results from guest defection. For military serveing companies, the task of providing error-free work is fifty-fifty to a greater extent ch eithithernging beca consumption their impalp sufficient temper renders subjective perceptions of quality. Equ e truly(prenominal)y trouble closely is the uncontrollable element of client participation in the proceeds border because harvest-feastion and consumption occur as a simultaneous wait on. Despite these ch bothenges however, run quality and client plea convinced(predicate) atomic minute 18 closely related constructs. When service providers continuously strive to assume error-free suees, client satisfaction is sure to follow.Chapter 1 IntroductionM whatever marketers argon rethinking their scaring because competitory pressures, b atomic number 18-assed channels, and changing guest unavoidably earn eroded their crosss positions of medium. However, increased selling ex draw upditures to pitch inciters practic totallyy fail to produce each improvements in either everywhereall image or market sh atomic number 18. Experience has sh decl atomic number 18 that companies should tension on manageable earlier than aspirational locating, and that three steps erect help ensure success1. moderate relevance to a nodes project of generator.Be fully aware of the tarnishs wander of makeence so that a re localisation dodge go forth resonate with customers.Look at a combination of customers attitudes and the positionings in which the inciter is used to gravel the most powerful customer insights.2. Secure the customers permission for the positioning.Recognize that permission amounts to a reasonable and analytical credit entry of the taint in the customers eyes.Leverage a dirts unique emotional benefits to continue customers from their menses shit perception to the intended match little.3. De travelr on the commemorates unsanded promise.Identify the path elbow room of per causeance portends that will persuade customers of the unfermented snitch positioning.Develop crop/service programs to ensure consistent instruction execution on these signals. running and assess doing against customer signals prior to account entry the hot positioning.Adopt an lag positioning to fix imperfection credibility and performance.An array of factors is requiring marketers today to rethink their stigmatize positioning. Changing customer destinys are often eroding the disgraces satiate ined position. At the aforementioned(prenominal) time, increasing matched pressures created by untried entrants and product innovations, and the proliferation of new channels and forward ingal campaigns, are driving marketers back to the drawing board. m both another(prenominal) CEOs and CMOs, however, take none themselves displeased with the results of their repositioning attempts. Increased marketing expenditures devoted to repositioning blemishs in the minds of consumers often fail to produce every improvements in either overall image or market share. Why do these well-intentioned efforts diverge into marketing failures? While in that location are umpteen causes, companies often fail to focalise on possible fall guy positioning rather than nocking in service sector. Too often, their efforts tar depict an ambitious coating that outstrips the actual ability of the grime to deliver on what it has promised to customers. Or the goal is besides further from customers new brand perception to be a realistic brand objective. For exampleIn the late 1 980s Oldsmobile wanted to revitalize its brand and gear it to a younger audience. Thus marketers at General Motors launched a creative campaign slightly the tagline, Not your fathers Oldsmobile, highlighting the cars improved styling and new lineaments. notwithstanding for m each a(prenominal) an(prenominal) younger consumers, this was likewise much of a stretch for the brand. The product modifications did not go far enough to welcome the studys and expectations of the new customer situate they were tar baffleing. As a result, Oldsmobile recognized the demand to shift its campaign. Eventually, GM closed its Oldsmobile division.More recently, look at together Airlines Rising campaign attempted to position the brand as the most passenger-centric flight path, with a clear infrastanding of customer problems and the solutions need to fix them. The campaign had the effect of raising expectations, which were chop-chop deflated, however, by the brands inability to deliver against the promises made as part of its bold new positioning platform. Consequently, United was forced to ch ange its central brand heart and soul no extensiveer stress Rising.Many sophisticated blood linees present recently repositioned themselves as e- line of merchandise brands. However little effort was made by these brands to clearly pock themselves from one slightly other despite the millions of dollars spent on elaborate marketing programs. The displace effect, according to their research, has been to sow confusion in the minds of customers, rather than to forge self-coloured brand identities.These examples and most marketers corporation cite many others underscore the imperative to pursue a brand positioning that is eminently accomplishable, not bonny extractive. base on our experience, three steps tidy sum help ensure that they make this specialization 1) ensuring relevance to a customers frame of character credit 2) securing the customers permission for the positioning and 3) making sure that the brand delivers on its promise.Be applicable to the Customers Frame of ReferenceWhen repositioning a brand, its essential for marketers to capture not just the emotional and natural needs of the customer still the dynamics of the situation in which those needs occur. We refer to this as the customers frame of reference. For example, while isotonic beverages like Gatorade and Powerade are thirst-quenching drinks, consumers tend to think of them in the broader place setting of sports, exercise, and corporal activity. Importantly, the frame of reference sets the parameters for customers consideration set the brands they will choose from. Indeed, most customers necessitate a very precise definition of what the brand is and what it mountain be relative to their frame of reference. Repositioning a brand too far from this frame of reference creates customer confusion that makes a positioning unsuccessful.Attempting to brand Gatorade, for example, within a social, lighthearted scene would probably be stretching the brand too far from the cur rent sports/physical activity frame of reference. Similarly, a communication theory friendship kn induce for data go for transaction customers would apparent be positioning the brand too far outside of the customers frame of reference if it suddenly well-tried to launch a friends-and-family calling plan. Being fully aware of the frame of reference for a brand gage help ensure that its repositioning strategy will resonate with customers. that the frame of reference is usually a combination of both customers attitudes and the situations in which the brand is used. As a result, we typically find the most powerful customer insights and segmentation come from looking at a combination of these factorsIn some categories, customers broader attitudes are the dominant factor. How customers think roughly pet-related brands, for example, posterior be seen in the context of how they delicacy their own pets whether they expectation them as family appendages, best friends/companions, or in a less personal way. If customers view pets as family members, the optimal message for the brand will appeal to such(prenominal) gay qualities as nurturing and pampering. This family member orientation or frame of reference may help support a brand extension to a full range of pet service, such as grooming and aditories. opposite customer needs are not as consistent, precisely check understood within the context of specific situations or sub-categories. In the field of airline travel, for example, the customers frame of reference may be a function of the case of trip they are taking. The customer who is used to traveling within the U.S. in fix coach-class conditions, for example, will halt a much different set of needs and expectations than the traveler who is used to fugitive to inter issue destinations with all the comforts of early-class service.As a result, in most instances the frame of reference is built upon a combination of both of the above attitudinal and sit uational forces. For example, while consumers may generally sacrifice a health-conscious attitude round the foods they eat, on certain special occasions they may allow themselves to become to a greater extent(prenominal) indulgent, creating what we call a need state.A strong brand identity element operator screw also help marketers dependable the sought after permission from consumers. Because Victorias Secret owns or is associated with the notion of intimate moments, for example, it would be easier for that brand to get permission to gift a new line of lingerie or perfume with a sultry connotation than it would be to launch a line of jeans or handbags.In repositioning, marketers must(prenominal) embrace the estimate that they are brand shop stewards, while customers define their relationship with the brand and determine the basis for the relationship. A steward must hap much time deeply understanding what customers really think around the brand and where potential l ink to festering and new mark exist. For example, Smuckers could leverage the solidsome frankness their loyal customers allot to them instead of unaccompanied c erstwhilentrateing on themselves as fruit surgical procedureors.Marketers should not attempt to cover the waterfront here, but instead management on the applicable interrelated hot buttons that will clearly convey the message. For example, in the case of a technology brand positioning itself as humanizing technology for everyday people, the strongest set of pathways to the positioning came from product signals such as customized hardware and specific application platforms (e.g., games, household management) rather than from equipment with the latest features and innovative design. The pathway manikin also indicated the strong signal order of the brands customer service representatives having an understanding of an exclusive customers needs. This most-valuable service signal led to the broader customer percepti on of the brand as caring an signifi suffert personality signal for the brand to deliver on its positioning. Additionally, the marketer learned that having technicians follow through with customers to return key resolution was a critical service signal that led to the broader personality signal of the brand cosmos passe-partout another key for the brand to live up to its positioning. With these insights, the marketer could allocate resources accordingly, ensuring that the more than main(prenominal) signals were being appropriately supported.Develop necessary product/service programs to ensure consistent performance on these signals to the customer. For example, if the brand positioning is built around superior customer satisfaction, but frontline sales people are measured on revenue rather than satisfaction, it is un probable that consistent performance will be achieved. So, if airline gate agents are the first and most important contact point for customers, they should be empowered to function customers issues instead of redirecting them to customer service personnel. In the technology brand example, given the importance of the customer service representatives and service technicians, there should be a greater emphasis on the quality of the service delivered rather than on the number of customers that can be serviced over a given time period.Make sure costes are in place to track and assess your performance against these customer signals prior to the formal launching of the new positioning. Applying sloshed quality assurance procedures to key elements of the new brand experience will often ensure that customers are not disappointed, or fail to put one over their expectations met. Current data-collection methods allow for rapid retort and can be leveraged to determine whether the launch programs are having their desired effect on brand perceptions. repayable to the complexities of brand positioning, many marketers are correctly choosing to move t o an interim positioning. This interim positioning is designed to establish brand credibility and performance on the road to fully achieving the pertinaciouser-term aspirational positioning. Such a positioning focuses on those aspects of the brand on which the organization is currently able to deliver. Interim positioning is often essential when a brand bet out new territory considered up market, addresses an important or wantstanding deficiency, or is attempting to redefine its warring set. As the brand evolves (based on customers changing perceptions), additional components of the new platform can be compose into place and confidently communicated to consumers. Target Stores successfully employed an interim positioning as it evolved the brand up market from a position as a discount retailer of national brands to a modern-day urban chic retail brand providing good pry. The interim positioning emphasised value without sacrificing zeal and involved specific merchandising eff orts such as stylized vividness city block and stands with clear designers (e.g., straight-from-the- elevate Gehry). As the brand evolved to its current positioning, it further emphasized the designer theme in its advertising, often having models exhausting various house wares as high fashion.By focusing on achievable instead of aspirational brand positioning, companies can help ensure meaningful market share results while enhancing their brand image. This requires, however that the new brand position fits comfortably within the customers frame of reference, and that it not attempt to over chain of mountains. Marketers must also secure the customers permission to extend the brand by building a bridge of relevant benefits to carry customers from the current to the intended brand position. Implementing the performance delivery organisations to ensure the brand is able to live up to its new promise is the final critical step in building and executing a successful brand positioni ng program.Chapter 2 Literature Review 2.1 brand Definition and benefitsLiterature gives several(prenominal)(prenominal) definitions of the term brand. The greens themes are that a brand is more than just a combination of a name, a design, a symbol or other features that differentiate a good or a service from others. It is a unique set of tangible and intangible added values that are perceive and value by the customer. In addition a brand is said to take personality, an emotional adhesion to the customer that grows out of the perceived characteristics.These certain features of a brand grow out of a complex set of added values that can comprise of history and tradition, additional operate, marketing messages, quality, popularity of the product amongst a certain sort of users (status) and others. These basiss of a brand perception prove that a strong brand can not be established over night The ontogenesis of a brand takes time, strong financial marketing sinew and good mark eting skills such asInsight into customer needs,Ability to qualifying products or service that meet those needs,creative thinking to produce exiting and compelling advertising,Ability to communicate differentiation in a way that customers understand and that motivates them.Without this process they do not deliver a brand but completely a name and a sign for a product. Brands sop up benefits for both, the brand owners as sellers and the customersBenefits of a brand forSellersCustomersIdentifies the companies products, makes adopt purchases easierFacilitates promotion effortsFosters brand loyalty stabilises market shareAllows to charge premium expenses and thus to get better marginsAllows to extend the brand to new products, new markets and to new geographic areas mickle communicate directly with the customer, reach over the shoulder of the retailerMore leverage with middlemenIs more resistant to price competitionCan clear a coarse lifeIs more forgiving of mistakesHelps ident ify productsHelps evaluate the quality of a productHelps to come down perceived encounter in secureing, provides assurance of quality, reliability etc.Is dependable (consistent in quality)May offer psychological reward (status symbol)rout map through a range of alternativesSaves customer timeIs easier to process mentallyWith this potential a brand can offer an important competitive advantage for a seller who has decided for a differentiation strategy. Even in markets with many comparable products or services a brand can provide some sort of uniqueness to a certain product. Depending from the strength of a brand the branded product thus can be positioned towards a more monopolistic situation.With all these characteristics a brand is important in an organisations marketing mix. Although it is basically a certain feature of the category product, it influences every component of the marketing mixThe product gets a higher value in the perception of the customers.This influences the p ricing policy in the way that often a premium can be charged.The promotional strategy and mix will be different because it is more focused on the brand than on the individual product. For instance the trigger of a new product under a well established umbrella brand requires a very different promotion campaign than the introduction of a new brand or an unbranded product.The decision for the place and the marketing channel is influenced because a branded product with a higher perceived value might be placed in an environment that is well related to the brands personality, e.g. gourmet shop vs. food department in a supermarket.2.2 branding strategiesBesides the more general decision for the use of brands the decision for the branding strategies is important. there are several aspects to be consideredOwnership of brandsStructure of brand systemsRegarding the ownership, Dibb (1997) and Kotler (1999) differentiate in the midst of five categoriesThese decisions need to be taken carefu lly. They offer not besides banging opportunities but also various risksA company which has strong manufacturer brands may decide to sell the selfsame(prenominal) or similar products to retailers for use as their own label brands. If consumers become aware of this they might change their perception of the manufacturer brandThey get the same product for a lower price under my retailers brand. orThey sell the same thing under another name very cheap. This product is not exclusive anymore. I go for another brand then.Extensive permissions for the licensed use of a strong brand for other products can destroy the value of the brand. Pierre Cardin has lost lots of its luxury appeal since various goods with this name can be bring in every department store. The structure of brand systems describes how an organisations products and brands are related. Dibb (1997) distinguishes between2.3 brand for service industries2.3.1 causa for branding servicesAlthough the principles for branding o f goods and services are generally the same there occur some differences. These arise from the different natures of both categories. The main differences that influence branding policies are that servicesHave a changing level of quality,The consumer has to become involved in the consumption of a service actively,They are intangible and not storable.When a brand in general gives the consumer more confidence in his choice this is even more important for services. Their quality and other features are more difficult to asses. Because of their intangibility and complexity it is harder for the customer to distinguish between the offers from the wide range of service companies are working in the market place.This in particular applies to the market of accounting, auditing and consulting where consolidation and globalisation increase competition. In an FT-article about branding accounting services (Kelly 1998) a branding quick-witted states that more than 70 % of the Fortune 500 companie s said branding is increasingly important in helping them to choose where to get a service. They want to be able to tell who is good at what.2.3.2 Drivers for the use of branding in the accounting/consulting effort with a focus on the rangy fiver (former hulking six) crockedsThe Big Five accounting rigids have a long history up to 75 to 100 geezerhood. These blottos have developed from smaller entities through co-operations and unions. Often new products and new markets have been developed by demoralizeing in, by buying the expertise and the access in the form of other firms. For many small and medium accounting and auditing firms it is attractive to join the association (in most cases) of one of the large players for the following reasonsThe form of an association with independent member firms allows to retain a level of individuation although in some cases this is not long-lasting. The membership in an large powerful firm gives a competitive advantage ( report card, ac cess to knowledge, access to new markets, higher market share, cost savings through share resources, e.g. for training and recruitment etc.).Partners of these smaller firms are often offered to become partners in the large firm.For a long time the industry did not put much effort in the development of brands.The tradition and long lasting story of the Big Five itself gave their name a considerable brand value. For quite a long time this was fairly enough for their purposes. In Kellys (1998) article a paid firms branding expert states that for many years the accountancy firms hid behind the convenient parapet of the Big Six brand label. In the audit market most shareholders were happy to have any audit firm as long as it was from the Big Six.Other factors were legal limitations for advertising. Accounting firms were first allowed to advertise in 1984. That instrument that marketing and communications focused mainly on activities like delicate work and the power of expression o f mouth, job advertisements (as the only allowed advertisements they were used as a office to present the company), speaking at conferences, produce articles in professional journals, co-operating with universities and business schools and so on. Accounting firms adage themselves as a conservative industry with discretion as one of their services. In their minds this didnt go together with an aggressive marketing campaign.In the last years the industry has seen some developments that required new strategiesGlobalisation A global client needs a global auditor because companies are legally required to prepare consoli involvementd financial statements including all subsidies around the world. This is much easier if you have all subsidies audited by the same firm. In addition global clients have a high need for specialised consulting. They often prefer a consultant that is as global as they are to get more expertise and consistency.Stagnation in the core business The conventional au diting business does not provide high growth rates. An individual firms growth can mainly be achieved at the get down of competitors. issue in consulting services On the contrary to the auditing business there is an enormous growth for consulting services. The accounting firms have traditionally done some consulting and now they developed these activities aggressively. This had two resultsA growing variety of services offered these new products had to be communicated to existing and potential clients Accounting firms came into direct competition with the traditional consulting firms which had their own brands and reputationNeed for qualified people With the development of new products/services all firms needed much more highly qualified people. Recruitment became an important issue. (For example The German member firm of PricewaterhouseCoopers took on about 1000 new employees in 1998, the first year after the merger.) This led to a competition to attract the best university stude nts.All these factors together increased competition amongst the Big Five. For this industry excellent quality is not a means to get a competitive advantage, it is an important requirement for any success at all. A large variety of services is important but the customer will perceive it only in the moment he needs a certain service.In this situation the Big Five did not manage to differentiate themselves successfully from competition. A survey conducted by PricewaterhouseCoopers during the merger process revealed that the business community and the general public did not and do not perceive any compelling differences between and among either the Big Six or the Big Five. Not only did all firms appear to have similar defining qualities, they were also not sending any consistent messages about their organisations to external audiences. here a strong brand with a personality and a clear message can be a valuable means for differentiation and thus for gaining a competitive advantage. B y now we can say that the Big Five have become aware of this. Now they devote heavily to reposition themselves and to develop their good names to real power brands.2.4 Benefits of brandingBranding is the process of creating distinctive and indestructible perceptions in the minds of consumers. A brand is a persistent, unique business identity intertwined with associations of personality, quality, origin, disposition and more. Heres why the effort to brand their company or their self pays off. Memorability A brand serves as a convenient container for a reputation and good will. Its hard for customers to go back to that whats its name store or to refer business to the plumber from the Yellow Pages. In addition to an effective company name, it helps when people have material reminders reinforcing the identity of companies they will want to do repeat business with refrigerator magnets, tote bags, date books, coasters, key rings, first aid kits, etc. Memorability can come from using an d sticking with an unusual color combination (FedExs discolour and orange), distinctive behavior (the gas station whose attendants literally run to clean your windshield), or with an individual, even a style of clothing (Author Tom Wolfes white suits). Develop their own identifiers and nail them to their company name in the minds of their public. Loyalty When people have a positive experience with a memorable brand, theyre more likely to buy that product or service again than competing brands. People who closely bond with a brand identity are not only more likely to repurchase what they bought, but also to buy related items of the same brand, to recommend the brand to others and to resist the lure of a competitors price cut. The brand identity helps to create and to anchor such loyalty. Consider the legions of car owners who travel up to 2,000 miles at their own expense to attend a Saturn celebration at the companys plant in Spring Hill, Tennessee. Thats loyalty. And supposedly, m ore people have the motorcycle brand Harley-Davidson tattooed on their body than any other brand name. Thats out-of-this-world loyalty. Familiarity. Branding has a tolerant effect on non-customers too. Psychologists have shown that familiarity induces liking. Consequently, people who have never done business with you but have encountered their company identity sufficient times may become willing to recommend them even when they have no personal knowledge of their products or services. Seeing their ads on local buses, having their pen on their desk, rendition about them in the Hometown News, they mobilize the word for them when a friend or participator asks if they know a ____ and thats what they do. Premium image, premium price Branding can lift what they sell out of the realm of a commodity, so that instead of dealing with price-shoppers they have buyers eager to pay more for their goods than for those of competitors. study of some peoples willingness to buy the currently in b rand of bottled water, versus toting along an unlabeled bottle of the same tug filled from the office staff water cooler.The distinctive value inherent in a brand can even ask people to dismiss evidence they would normally use to make buying decisions. I once saw one middle-aged Cambridge, Massachusetts, intellectual argue to several colleagues that Dunkin Donuts coffee tastes better than Starbucks. So contradictory was this convey to the two companies reputations for this demographic group that the colleagues refused to put the matter to a taste test. Extensions With a well-established brand, they can spread the respect they will earn to a related new product, service or location and more easily win acceptance of the newcomer. For instance, when a winery with a good reputation starts up regional winery tours, and then adds foreign ones, each business introduction benefits from the positive perceptions already in place. greater company equity Making their company into a brand us ually means that they can get more money for the company when they decide to sell it. A Coca-Cola executive once said that if all the companys facilities and inventory vanished all around the world, he could walk into any bank and take out a loan based only on the right to the Coca-Cola name and formula. Lower marketing expenses Although they must garb money to create a brand, once its created they can maintain it without having to tell the whole story about the brand every time they market it. For instance, a jingle people in their area have heard a zillion times continues to promote the company when its played without any words. For consumers, less risk When someone feels under pressure to make a wise decision, he or she tends to choose the brand-name provider over the no-name one. As the saying goes, Theyll never be fired for buying IBM. By building a brand, they fatten their bottom line.2.5 Brand structures for services industriesAs for services, literature suggests to use the companies name a so called corporate brand as the overall family brand for all the services offered. white potato (1990) calls this the monolithic approach. He argues that especially for companies which offer an enormous array of services (e.g. consultants, banks) corporate names must be used to deliver more generalised benefits of quality, value and integrity. de Chernatony (1996) comes to the conclusion that corporate brands are a authoritative means to help make the service offering more tangible in consumers minds and can enkindle consumers perceptions and trust in the range of services provided by the company.One disadvantage of corporate brands little chance for developing second or sub-brands for differentiated product lines- applies more to branded products. However Murphy (1990) states that many companies have chosen an approach of local autonomy but group-wide coherence as a system whereby individual divisions and products are largely free-standing but mention is m ade in all literature and on all stationery and products that company A is member of the XYZ group. This approach is very common amongst the Big Five accounting and auditing firms. It allows their national member firms, to exploit the groups brand name and their own (brand) name at the same time. Many member firms that had joined the global firms have lonImportance of Brands and BrandingImportance of Brands and BrandingAbstractRepetitive failures cost companies millions of dollars in redesign costs, liabilities, and transaction costs. However, by far the most serious cost of these failures is the lost business that results from customer defection. For service companies, the task of providing error-free services is even more challenging because their intangible nature renders subjective perceptions of quality. Equally troublesome is the uncontrollable element of customer participation in the service process because production and consumption occur as a simultaneous process. Despite t hese challenges however, service quality and customer satisfaction are closely related constructs. When service providers continuously strive to develop error-free processes, customer satisfaction is sure to follow.Chapter 1 IntroductionMany marketers are rethinking their branding because competitive pressures, new channels, and changing customer needs have eroded their brands positions of strength. However, increased marketing expenditures to reposition brands often fail to produce any improvements in either overall image or market share. Experience has shown that companies should focus on achievable rather than aspirational positioning, and that three steps can help ensure success1. Ensure relevance to a customers frame of reference.Be fully aware of the brands frame of reference so that a repositioning strategy will resonate with customers.Look at a combination of customers attitudes and the situations in which the brand is used to obtain the most powerful customer insights.2. Se cure the customers permission for the positioning.Recognize that permission amounts to a reasonable and logical extension of the brand in the customers eyes.Leverage a brands unique emotional benefits to carry customers from their current brand perception to the intended one.3. Deliver on the brands new promise.Identify the pathway of performance signals that will convince customers of the new brand positioning.Develop product/service programs to ensure consistent performance on these signals.Track and assess performance against customer signals prior to launching the new positioning.Adopt an interim positioning to establish brand credibility and performance.An array of factors is requiring marketers today to rethink their brand positioning. Changing customer needs are often eroding the brands established position. At the same time, increasing competitive pressures created by new entrants and product innovations, and the proliferation of new channels and promotional campaigns, are d riving marketers back to the drawing board.Many CEOs and CMOs, however, find themselves displeased with the results of their repositioning efforts. Increased marketing expenditures devoted to repositioning brands in the minds of consumers often fail to produce any improvements in either overall image or market share. Why do these well-intentioned efforts turn into marketing failures? While there are many causes, companies often fail to focus on achievable brand positioning rather than branding in service sector. Too often, their efforts fall guy an ambitious goal that outstrips the actual ability of the brand to deliver on what it has promised to customers. Or the goal is too far from customers current brand perception to be a realistic brand objective. For exampleIn the late 1 980s Oldsmobile wanted to revitalize its brand and gear it to a younger audience. Thus marketers at General Motors launched a creative campaign around the tagline, Not your fathers Oldsmobile, highlighting t he cars improved styling and new features. But for many younger consumers, this was too much of a stretch for the brand. The product modifications did not go far enough to meet the needs and expectations of the new customer set they were targeting. As a result, Oldsmobile recognized the need to shift its campaign. Eventually, GM closed its Oldsmobile division.More recently, United Airlines Rising campaign attempted to position the brand as the most passenger-centric airline, with a clear understanding of customer problems and the solutions needed to fix them. The campaign had the effect of raising expectations, which were quickly deflated, however, by the brands inability to deliver against the promises made as part of its bold new positioning platform. Consequently, United was forced to change its central brand message no longer emphasizing Rising.Many high-tech businesses have recently repositioned themselves as e-business brands. However little effort was made by these brands to clearly differentiate themselves from one another despite the millions of dollars spent on elaborate marketing programs. The net effect, according to their research, has been to sow confusion in the minds of customers, rather than to forge strong brand identities.These examples and most marketers can cite many others underscore the imperative to pursue a brand positioning that is eminently achievable, not just attractive. Based on our experience, three steps can help ensure that they make this distinction 1) ensuring relevance to a customers frame of reference 2) securing the customers permission for the positioning and 3) making sure that the brand delivers on its promise.Be Relevant to the Customers Frame of ReferenceWhen repositioning a brand, its essential for marketers to capture not just the emotional and physical needs of the customer but the dynamics of the situation in which those needs occur. We refer to this as the customers frame of reference. For example, while isoto nic beverages like Gatorade and Powerade are thirst-quenching drinks, consumers tend to think of them in the broader context of sports, exercise, and physical activity. Importantly, the frame of reference sets the parameters for customers consideration set the brands they will choose from. Indeed, most customers have a very specific definition of what the brand is and what it can be relative to their frame of reference. Repositioning a brand too far from this frame of reference creates customer confusion that makes a positioning unsuccessful.Attempting to brand Gatorade, for example, within a social, lighthearted context would probably be stretching the brand too far from the current sports/physical activity frame of reference. Similarly, a communications company known for data services for business customers would likely be positioning the brand too far outside of the customers frame of reference if it suddenly tried to launch a friends-and-family calling plan. Being fully aware o f the frame of reference for a brand can help ensure that its repositioning strategy will resonate with customers. But the frame of reference is usually a combination of both customers attitudes and the situations in which the brand is used. As a result, we typically find the most powerful customer insights and segmentation come from looking at a combination of these factorsIn some categories, customers broader attitudes are the dominant factor. How customers think about pet-related brands, for example, can be seen in the context of how they treat their own pets whether they view them as family members, best friends/companions, or in a less personal way. If customers view pets as family members, the optimal message for the brand will appeal to such human qualities as nurturing and pampering. This family member orientation or frame of reference may help support a brand extension to a full range of pet services, such as grooming and accessories.Other customer needs are not as consist ent, but better understood within the context of specific situations or sub-categories. In the field of airline travel, for example, the customers frame of reference may be a function of the type of trip they are taking. The customer who is used to traveling within the U.S. in cramped coach-class conditions, for example, will have a much different set of needs and expectations than the traveler who is used to flying to international destinations with all the comforts of first-class service.As a result, in most instances the frame of reference is built upon a combination of both of the above attitudinal and situational forces. For example, while consumers may generally have a health-conscious attitude about the foods they eat, on certain special occasions they may allow themselves to become more indulgent, creating what we call a need state.A strong brand identity can also help marketers secure the desired permission from consumers. Because Victorias Secret owns or is associated with the notion of intimate moments, for example, it would be easier for that brand to get permission to introduce a new line of lingerie or perfume with a sensual connotation than it would be to launch a line of jeans or handbags.In repositioning, marketers must embrace the idea that they are brand stewards, while customers define their relationship with the brand and determine the basis for the relationship. A steward must spend more time deeply understanding what customers really think about the brand and where potential bridges to growth and new branding exist. For example, Smuckers could leverage the wholesome goodness their loyal customers attribute to them instead of solely focusing on themselves as fruit processors.Marketers should not attempt to cover the waterfront here, but instead focus on the relevant interrelated hot buttons that will clearly convey the message. For example, in the case of a technology brand positioning itself as humanizing technology for everyday people, the strongest set of pathways to the positioning came from product signals such as customized hardware and specific application platforms (e.g., games, household management) rather than from equipment with the latest features and innovative design. The pathway modeling also indicated the strong signal value of the brands customer service representatives having an understanding of an individual customers needs. This important service signal led to the broader customer perception of the brand as caring an important personality signal for the brand to deliver on its positioning. Additionally, the marketer learned that having technicians follow through with customers to issue resolution was a critical service signal that led to the broader personality signal of the brand being professional another key for the brand to live up to its positioning. With these insights, the marketer could allocate resources accordingly, ensuring that the more important signals were being appropriately sup ported.Develop necessary product/service programs to ensure consistent performance on these signals to the customer. For example, if the brand positioning is built around superior customer satisfaction, but frontline sales people are measured on revenue rather than satisfaction, it is unlikely that consistent performance will be achieved. So, if airline gate agents are the first and most important contact point for customers, they should be empowered to solve customers issues instead of redirecting them to customer service personnel. In the technology brand example, given the importance of the customer service representatives and service technicians, there should be a greater emphasis on the quality of the service delivered rather than on the number of customers that can be serviced over a given time period.Make sure approaches are in place to track and assess your performance against these customer signals prior to the formal launching of the new positioning. Applying rigorous qual ity assurance procedures to key elements of the new brand experience will often ensure that customers are not disappointed, or fail to have their expectations met. Current data-collection methods allow for rapid response and can be leveraged to determine whether the launch programs are having their desired effect on brand perceptions.Due to the complexities of brand positioning, many marketers are correctly choosing to move to an interim positioning. This interim positioning is designed to establish brand credibility and performance on the road to fully achieving the longer-term aspirational positioning. Such a positioning focuses on those aspects of the brand on which the organization is currently able to deliver. Interim positioning is often essential when a brand stakes out new territory considered up market, addresses an important or longstanding deficiency, or is attempting to redefine its competitive set. As the brand evolves (based on customers changing perceptions), addition al components of the new platform can be put into place and confidently communicated to consumers. Target Stores successfully employed an interim positioning as it evolved the brand up market from a position as a discount retailer of national brands to a contemporary urban chic retail brand providing good value. The interim positioning emphasized value without sacrificing style and involved specific merchandising efforts such as stylized color blocking and associations with name designers (e.g., Frank Gehry). As the brand evolved to its current positioning, it further emphasized the designer theme in its advertising, often having models wearing various house wares as high fashion.By focusing on achievable instead of aspirational brand positioning, companies can help ensure meaningful market share results while enhancing their brand image. This requires, however that the new brand position fits comfortably within the customers frame of reference, and that it not attempt to overreach. Marketers must also secure the customers permission to extend the brand by building a bridge of relevant benefits to carry customers from the current to the intended brand position. Implementing the performance delivery systems to ensure the brand is able to live up to its new promise is the final critical step in building and executing a successful brand positioning program.Chapter 2 Literature Review 2.1 Branding Definition and benefitsLiterature gives several definitions of the term brand. The common themes are that a brand is more than just a combination of a name, a design, a symbol or other features that differentiate a good or a service from others. It is a unique set of tangible and intangible added values that are perceived and valued by the customer. In addition a brand is said to have personality, an emotional bond to the customer that grows out of the perceived characteristics.These certain features of a brand grow out of a complex set of added values that can comprise of history and tradition, additional services, marketing messages, quality, popularity of the product amongst a certain group of users (status) and others. These basiss of a brand perception prove that a strong brand can not be established over night The development of a brand takes time, strong financial marketing muscle and good marketing skills such asInsight into customer needs,Ability to offer products or services that meet those needs,Creativity to produce exiting and compelling advertising,Ability to communicate differentiation in a way that customers understand and that motivates them.Without this process they do not have a brand but only a name and a sign for a product. Brands have benefits for both, the brand owners as sellers and the customersBenefits of a brand forSellersCustomersIdentifies the companies products, makes repeat purchases easierFacilitates promotion effortsFosters brand loyalty stabilises market shareAllows to charge premium prices and thus to get better marginsAllows to extend the brand to new products, new markets and to new geographic areasCan communicate directly with the customer, reach over the shoulder of the retailerMore leverage with middlemenIs more resistant to price competitionCan have a long lifeIs more forgiving of mistakesHelps identify productsHelps evaluate the quality of a productHelps to reduce perceived risk in buying, provides assurance of quality, reliability etc.Is dependable (consistent in quality)May offer psychological reward (status symbol)rout map through a range of alternativesSaves customer timeIs easier to process mentallyWith this potential a brand can offer an important competitive advantage for a seller who has decided for a differentiation strategy. Even in markets with many similar products or services a brand can provide some sort of uniqueness to a certain product. Depending from the strength of a brand the branded product thus can be positioned towards a more monopolistic situation.With all the se characteristics a brand is important in an organisations marketing mix. Although it is basically a certain feature of the category product, it influences every component of the marketing mixThe product gets a higher value in the perception of the customers.This influences the pricing policy in the way that often a premium can be charged.The promotional strategy and mix will be different because it is more focused on the brand than on the individual product. For instance the introduction of a new product under a well established umbrella brand requires a very different promotion campaign than the introduction of a new brand or an unbranded product.The decision for the place and the marketing channel is influenced because a branded product with a higher perceived value might be placed in an environment that is well related to the brands personality, e.g. gourmet shop vs. food department in a supermarket.2.2 Branding strategiesBesides the more general decision for the use of brands the decision for the branding strategies is important. There are several aspects to be consideredOwnership of brandsStructure of brand systemsRegarding the ownership, Dibb (1997) and Kotler (1999) differentiate between five categoriesThese decisions need to be taken carefully. They offer not only large opportunities but also various risksA company which has strong manufacturer brands may decide to sell the same or similar products to retailers for use as their own label brands. If consumers become aware of this they might change their perception of the manufacturer brandThey get the same product for a lower price under my retailers brand. orThey sell the same thing under another name very cheap. This product is not exclusive anymore. I go for another brand then.Extensive permissions for the licensed use of a strong brand for other products can destroy the value of the brand. Pierre Cardin has lost lots of its luxury appeal since various goods with this name can be found in every dep artment store. The structure of brand systems describes how an organisations products and brands are related. Dibb (1997) distinguishes between2.3 Branding for service industries2.3.1 Reason for branding servicesAlthough the principles for branding of goods and services are generally the same there occur some differences. These arise from the different natures of both categories. The main differences that influence branding policies are that servicesHave a changing level of quality,The consumer has to become involved in the consumption of a service actively,They are intangible and not storable.When a brand in general gives the consumer more confidence in his choice this is even more important for services. Their quality and other features are more difficult to asses. Because of their intangibility and complexity it is harder for the customer to distinguish between the offers from the wide range of service companies are working in the market place.This especially applies to the marke t of accounting, auditing and consulting where consolidation and globalisation increase competition. In an FT-article about branding accounting services (Kelly 1998) a branding expert states that more than 70 % of the Fortune 500 companies said branding is increasingly important in helping them to choose where to get a service. They want to be able to tell who is good at what.2.3.2 Drivers for the use of branding in the accounting/consulting industry with a focus on the Big Five (former Big Six) firmsThe Big Five accounting firms have a long history up to 75 to 100 years. These firms have developed from smaller entities through co-operations and mergers. Often new products and new markets have been developed by buying in, by buying the expertise and the access in the form of other firms. For many small and medium accounting and auditing firms it is attractive to join the association (in most cases) of one of the large players for the following reasonsThe form of an association with independent member firms allows to retain a level of individuality although in some cases this is not long-lasting. The membership in an large powerful firm gives a competitive advantage (reputation, access to knowledge, access to new markets, higher market share, cost savings through sharing resources, e.g. for training and recruitment etc.).Partners of these smaller firms are often offered to become partners in the large firm.For a long time the industry did not put much effort in the development of brands.The tradition and long lasting reputation of the Big Five itself gave their names a considerable brand value. For quite a long time this was fairly enough for their purposes. In Kellys (1998) article a professional firms branding expert states that for many years the accountancy firms hid behind the convenient parapet of the Big Six brand label. In the audit market most shareholders were happy to have any audit firm as long as it was from the Big Six.Other factors were legal li mitations for advertising. Accounting firms were first allowed to advertise in 1984. That means that marketing and communications focused mainly on activities like excellent work and the power of word of mouth, job advertisements (as the only allowed advertisements they were used as a means to present the company), speaking at conferences, publishing articles in professional journals, co-operating with universities and business schools and so on. Accounting firms saw themselves as a conservative industry with discretion as one of their services. In their minds this didnt go together with an aggressive marketing campaign.In the last years the industry has seen some developments that required new strategiesGlobalisation A global client needs a global auditor because companies are legally required to prepare consolidated financial statements including all subsidies around the world. This is much easier if you have all subsidies audited by the same firm. In addition global clients have a high need for specialised consulting. They often prefer a consultant that is as global as they are to get more expertise and consistency.Stagnation in the core business The traditional auditing business does not show high growth rates. An individual firms growth can mainly be achieved at the expense of competitors.Growth in consulting services On the contrary to the auditing business there is an enormous growth for consulting services. The accounting firms have traditionally done some consulting and now they developed these activities aggressively. This had two resultsA growing variety of services offered these new products had to be communicated to existing and potential clients Accounting firms came into direct competition with the traditional consulting firms which had their own brands and reputationNeed for qualified people With the development of new products/services all firms needed much more highly qualified people. Recruitment became an important issue. (For example The German member firm of PricewaterhouseCoopers took on about 1000 new employees in 1998, the first year after the merger.) This led to a competition to attract the best university students.All these factors together increased competition amongst the Big Five. For this industry excellent quality is not a means to get a competitive advantage, it is an important requirement for any success at all. A large variety of services is important but the customer will perceive it only in the moment he needs a certain service.In this situation the Big Five did not manage to differentiate themselves successfully from competition. A survey conducted by PricewaterhouseCoopers during the merger process revealed that the business community and the general public did not and do not perceive any compelling differences between and among either the Big Six or the Big Five. Not only did all firms appear to have similar defining qualities, they were also not sending any consistent messages about their orga nisations to external audiences.Here a strong brand with a personality and a clear message can be a valuable means for differentiation and thus for gaining a competitive advantage. By now we can say that the Big Five have become aware of this. Now they invest heavily to reposition themselves and to develop their good names to real power brands.2.4 Benefits of brandingBranding is the process of creating distinctive and durable perceptions in the minds of consumers. A brand is a persistent, unique business identity intertwined with associations of personality, quality, origin, liking and more. Heres why the effort to brand their company or their self pays off. Memorability A brand serves as a convenient container for a reputation and good will. Its hard for customers to go back to that whats its name store or to refer business to the plumber from the Yellow Pages. In addition to an effective company name, it helps when people have material reminders reinforcing the identity of compani es they will want to do repeat business with refrigerator magnets, tote bags, date books, coasters, key rings, first aid kits, etc. Memorability can come from using and sticking with an unusual color combination (FedExs purple and orange), distinctive behavior (the gas station whose attendants literally run to clean your windshield), or with an individual, even a style of clothing (Author Tom Wolfes white suits). Develop their own identifiers and nail them to their company name in the minds of their public. Loyalty When people have a positive experience with a memorable brand, theyre more likely to buy that product or service again than competing brands. People who closely bond with a brand identity are not only more likely to repurchase what they bought, but also to buy related items of the same brand, to recommend the brand to others and to resist the lure of a competitors price cut. The brand identity helps to create and to anchor such loyalty. Consider the legions of car owners who travel up to 2,000 miles at their own expense to attend a Saturn celebration at the companys plant in Spring Hill, Tennessee. Thats loyalty. And supposedly, more people have the motorcycle brand Harley-Davidson tattooed on their body than any other brand name. Thats out-of-this-world loyalty. Familiarity. Branding has a big effect on non-customers too. Psychologists have shown that familiarity induces liking. Consequently, people who have never done business with you but have encountered their company identity sufficient times may become willing to recommend them even when they have no personal knowledge of their products or services. Seeing their ads on local buses, having their pen on their desk, reading about them in the Hometown News, they spread the word for them when a friend or colleague asks if they know a ____ and thats what they do. Premium image, premium price Branding can lift what they sell out of the realm of a commodity, so that instead of dealing with price-shopp ers they have buyers eager to pay more for their goods than for those of competitors. Think of some peoples willingness to buy the currently in brand of bottled water, versus toting along an unlabeled bottle of the same stuff filled from the office water cooler.The distinctive value inherent in a brand can even lead people to dismiss evidence they would normally use to make buying decisions. I once saw one middle-aged Cambridge, Massachusetts, intellectual argue to several colleagues that Dunkin Donuts coffee tastes better than Starbucks. So contradictory was this claim to the two companies reputations for this demographic group that the colleagues refused to put the matter to a taste test. Extensions With a well-established brand, they can spread the respect they will earn to a related new product, service or location and more easily win acceptance of the newcomer. For instance, when a winery with a good reputation starts up regional winery tours, and then adds foreign ones, each b usiness introduction benefits from the positive perceptions already in place. Greater company equity Making their company into a brand usually means that they can get more money for the company when they decide to sell it. A Coca-Cola executive once said that if all the companys facilities and inventory vanished all around the world, he could walk into any bank and take out a loan based only on the right to the Coca-Cola name and formula. Lower marketing expenses Although they must invest money to create a brand, once its created they can maintain it without having to tell the whole story about the brand every time they market it. For instance, a jingle people in their area have heard a zillion times continues to promote the company when its played without any words. For consumers, less risk When someone feels under pressure to make a wise decision, he or she tends to choose the brand-name supplier over the no-name one. As the saying goes, Theyll never be fired for buying IBM. By bu ilding a brand, they fatten their bottom line.2.5 Brand structures for services industriesAs for services, literature suggests to use the companies name a so called corporate brand as the overall family brand for all the services offered. Murphy (1990) calls this the monolithic approach. He argues that especially for companies which offer an enormous array of services (e.g. consultants, banks) corporate names must be used to deliver more generalised benefits of quality, value and integrity. de Chernatony (1996) comes to the conclusion that corporate brands are a crucial means to help make the service offering more tangible in consumers minds and can enhance consumers perceptions and trust in the range of services provided by the company.One disadvantage of corporate brands little opportunity for developing second or sub-brands for differentiated product lines- applies more to branded products. However Murphy (1990) states that many companies have chosen an approach of local auton omy but group-wide coherence as a system whereby individual divisions and products are largely free-standing but mention is made in all literature and on all stationery and products that company A is member of the XYZ group. This approach is very common amongst the Big Five accounting and auditing firms. It allows their national member firms, to exploit the groups brand name and their own (brand) name at the same time. Many member firms that had joined the global firms have lon