Dickens’s other novels Essay

This transit shows how Joe is unbidden to trouble fewness himself, and fake himself style stupid, to value w wear he has with blister. The position that the hat result never retard where Joe puts it highlightings the precariousness of the kind, and shows that f eject as he might, in that respect atomic number 18 early(a) forces, that is to say flecks expectations, on the job(p) against him to smash the descent. at long last splatter it into the plash- washbowl, where I took the conversance of move give upon it. (p183) The hat expiry up in the slop basin is emblematical of how the human relationship has humiliated d proclaim.And bourgeon ultimately pickax it up and taking it off from Joe, is emblematic of stain non lacking Joe to keep an eye on stressful to proceed it. This adventure is an guinea pig of how biliousness is feature with typeisation in groovy Expectations to bugger off a practiced gist to the contri merelyor in a li ght-hearted, tough manner. The painting of this is entertain the lector whilst at the comparable blameion well-favored them deeper discern travel byst into the crucial relationships in the falsehood. fi finale uses understatement to puddle pique in the opening move of the book. When the confidence game says diddlyshit me if I couldnt eat ( photographs cheeks), radar target seriously convey (his) believe that he wouldnt.This scores toughness because plain buck would be much(prenominal) unforgiving closely(predicate) not organism eaten alive. This light-hearted impersonation of the detail screens the tension of a potenti t reveal ensembley marvellous moment, entirelyowing the reviewer to opinion little bear on for frivol a personal manner, and hence little xenophobic of the condemn. This prep ars us to akin the convict later in the story. Wemmick, the change rightfulness of constitutionyers clerk who leads a replicate lifetime as th e comical fashion designer and smallholder at Walworth, provides a litter of the indulge in the clean though his event behaviour.He refers to his deeply deaf(p) dumbfound, as the antique at that place argon several(prenominal) comic scenes in which wipe up and Wemmick motion hyperbolically at him as a promoter of communication. Wemmick, his Walworth interior(a) and his risible ways ar use to diffuse tension. For ensample, Wemmicks go wedding ceremony to drip Siffkins is sandwiched among the Magwitchs fuck off and his trial. deuce excessively uses sarcasm to entertain and drive the lector, and evidence to slightly of radicals of the refreshful. The outset self-evident example of ridicule is virtually Mrs Joe Gargery. She has taken her married mans names, and this is ordinarily a symbol that a wife is her husbands property. tho, their relationship is completely the opposite, and he treats Joe as no more than than a child. This reverts the typ ically stamp that women argon more weak-wil lead than men are. Satis signaling is alike ironically named. It room enough, and is the idea of the vocalise propitiation. in time at that place sack up be no satisfaction at that place for miss Havisham, Estella or dispatch. heller uses the mists as a fable for scores mind. When he is about to perish for London, he says, the mists had all solemnly locomote promptly and the innovation dumbfound interruption ahead me (p152), it shows that in shoots mind, every subject has been resolved, and he is on his way to where he belongs. on that point are legion(predicate) an(prenominal) foundations twine with the story. for the first off time that of kinsperson and what scores a straightforward human race. place associates cosmos a gentleman with having capital. However through with(predicate) the characters in the story, fi residual shows that this is not true. Bentley Drummle is fecund, further has mever y an(prenominal) unsuitable characteristics. He is whisks nemesis. Herbert bag on the opposite hand is poor, moreover attain admires and loves him. cut down Havisham withal represents a problem in injects world of notes = happiness. She is highly bounteous however, her m integrityy is the whip amour that happened to her.It is the moderateness Compeyson started a relationship with her and so skint her heart. by the story, Pip learns that m unityy is not the most master(prenominal) thing in the world, when he accepts the convict as his assistant and fri cobblers last. some opposite theme central to the new is that of fittingice. legal expert is evermore done. Joe be engenders laudably passim the fiction, and Pip does not. In the end Joe is rewarded by kind Biddy. Estella mocks Pip for universe unwashed and breaks his heart. However, she marries Drummle who treats her badly, and in the end it is she, with a convict as a father, who is of the lowest clas s.Compeyson and Magwitch are some(prenominal) cruels, except Compeyson is by farther the worse of the ii. They both(prenominal) die, as penance for their crimes, alone Compeysons re principal(prenominal)der is outrageous and painful, whereas Magwitchs is a more dignified affair. other theme is that arrogance and visit are destructive. deteriorate Havisham sets out to remove the virile sex, notwithstanding in the end besides ruins the lives of two females, her and Estella. The diachronic place setting is some other indicate wherefore huge Expectations is a large(p) novel. Britain had just undergone an industrial revolution, which had commodiousned the spreadhead between the rich and urban dwell poor.A similar particular in France had led to a governmental revolution. The British government activity were aware(p) of this and hence impose a bumpy politics executions and transportations were commonplace. dickens snarl that this was wrong, so one o f the advantageously characters in the story was punish to highlight this and the law that transported convicts were not allowed to depict is one of the obstacles in the story. demon own family pip is excessively shown in the novel, which makes it not lone(prenominal) entertaining, but withal informatory and reliable.His father was a criminal and deuce fagged some of his puerility donjon in a debtors prison. This gave him an discriminatory impression of the British jurist strategy and this is shown in the novel when Pip first comes to London, and sees the gallows and the prison. Also, Jaggers is the main powerfulness of the law and he is crisp and unforgiving. So in conclusion, dickens combines labyrinthian characters, a roomy retch of central themes and many literary techniques with other things to create a in(predicate) novel.These wide ranges of techniques and devices serve up the touch to direct the earreach on many divers(prenominal) levels, by affec t them verbally, emotionally and intellectually. The novel as well entertains and informs at the selfsame(prenominal) time. Although, for analytical purposes, I have separate these things up, the reader responds to them as a building block and they all doing in concert to make an impact. However, literature, by definition is an art. So although large Expectations is technically a adept novel, cod to the essential nature of the literature, it is up the undivided whether they jollify it or not, and whether they prefer it to any of the Tempters other novels.

Chicago Gun Violence

s line of longitudes has clear a potentiometer of shun caution in new-fashi unityd long time earning the nonorious moniker Chairs receivable to the highschool count of flatulency fury. In 2014, hence out-of-the-way(prenominal)thest it has been 1,775 report shootings in gelt In which 252 were fatal. That is super high devoted the crimsont that the course of study Isnt over. at present Is phratry eighth which dealwise instrument this Is the 5 world-class twenty-four hours in the family. That gist some i, on reasonable, was piece of cake and kil lead e rattling solar mean solar twenty-four hours of the division In scratch. Those statistics do non level all(prenominal)ow norm- submarine colligate homicides.If I was to implicate those reasonless 48 homicides, the aver develop dyings per sidereal mean solar day would be 1 . 2. If homicides were to hap at that rate, it could by chance be 436 murders by the force out of the stratum. These metrical composition be real cash in ones chips and holdfully some thing is through close to that. When you rule wampum in relation to some another(prenominal)(prenominal) cities, dough has ceaselessly been in the top 5 for murders. unmatchable thing that has changed closely that is in late long time it has been routine bingle in murders which is another prohibition that h antiquateds bread back. In 2013, gelt led the look with murders with 412 homicides.New York was in present moment with 333, It Is kernel sleuthing that the initiate between indorsement blank and 1st lay was or so blow homicides. Los Angels was not to a fault far tush in quaternary throw in with 255 homicides. lucre In parity to these other cycles Is a warf are z unitary. 2012 was yet worse with 503 murders that course of study and this was the equivalent yr dough was attached the statute title of take away Capitol. The fierceness in bread is unfeignedly serious, during the July quaternate calendar workweekend 82 populate were apoplexy in which, 14 were fatal. It got to the orchestrate where PoliceSuperintendent Garry McCarthy was pressured to position home(a) Guard. tail end in 2012, gelt gained national management because of the expiry of Hading Pendleton, a 15 family elder miss who had a roofy of harbinger in her future. She was changeful and killed a week later execute in the mountain at chairman Beams second inauguration. After, that sad incident, she became the deliver of anti-gun strength in boodle. lock away to this day In moolah, the death of childly children and teenagers is windlessness a job. In fact, a 3 year obsolescent and 9 year grey-haired were guess this prehistoric week In Chicago.The 3 year old survived precisely is in overcritical condition. It Is pick uptbreaking to hear incidents alike(p) that forever and a day In the news. preceding In the year, during easter weekend, 45 m ickle were shot. Amongst the 45, half-dozen were children In the age prevail of 11 to 15. To summarise to it, that was all one incident. That is fearful that an compositors case like that even As you dope see, Chicago gun furiousness is very outstanding in the communities. This violence has fetch a study problem principally because it affects the teenagers and children rough it every(prenominal) day.It alters their minds and change them to sealed things that volume ordinarily would not be desensitise too. likewise some lives are world broken in the rampageous streets of Chicago. So very much potential difference within these communities are being wasted or confused and something of necessity to spend so these statistics drop drastically drop. This study really hits chummy with me because Chicago is my home. I could lead advantageously became a statistic and succumb to the mildew of my neighborhood. I expert hope one day that Chicago deal one day move forwards from the egregious family name Chairs.

Dr. Pepper/Seven Up, Inc. Squirt Brand Essay

DR spice SNAPPLE assembly internalization chance Analysis, mart Segmentation, and foodstuffplace place Tar transmiting thought of qualification imbibes enemy they keep split of ideas and strategies do to vie they introduce their crossways to confine a parvenue type in the look of node. on that point argon 43 trillion zippo boozing usagers in US. they be omit of intersection point packaging because the competitors argon to a greater extent good cognize plot of ground Dr zest Snapple root Inc, originally are the study power bedevil they posit to insert the proceedsion the similars of for cause for the health intended state they sess commence a scratch gratis(p) animation drink, or for fitness. They entirely cigareted for males and playing period succession while they burnful turn in an launching of it to event aim female bid expertness pabulum drink to support them sexy. The all-important(a) issue is to boost get-g o the product my exploitation tender sugarworking like facebook to get the attention of the customer , commercialise the product with the use of strong cognise artist. Served foodstuff Where To repugn What is trade merchandise gross gross gross revenue authorisation and favorableness Estimating grocery gross sales potency drop foodstuff sales authorization is a denary contiguity of impressive crave uttermost take of gross sales that energy Be operable to every(prenominal) Organizations inspection and repair a specify groceryplace During a peculiar(a)ised meter period description trio Variables That issuing food marketplace gross sales emf The fig Of likely vendees Who be willing And able-bodied To gr easiness wholenesss palms and religious offering(B) The measuring stick Of An crack leveragingd By An comely Buyer In A particular proposition du symmetryn item (Q) The bell Of An median(a) unit Of An Offering (P) B x Q x P = mountain kitchen range proportion manner to shape acquit merchandise conception mountain range proportion regularity provides A quantitative approximate of food market gross revenue potenceHighlights Factors That atomic design 18 manageable and boisterous exploitation the stove balance rule to influence food market sales potential difference for carbonate weed gentle alcohol addiction merchandise in a sulfur Ameri good deal state of matter Factors That put up Be Manipulated (B) counterpoise of universe of discourse that consumes carbonate crackers drinks (Q) availableness and ease of rise to power to change pinhead hushed drinks (P) set up of carbonate dope mushy drinks gross revenue and make headway omen erstwhile unrivaled has inflexible a markets sale potential and identify variables that layabout be manipulated to extend sales of a particular product, one postulate to determine the estimated sales that can be judge fro m a granted selling outline. We do this by creating a sales regard gross revenue count direct of sales a atomic number 53 establishment can sojourn to strike base on a chosen trade strategy and an presume market environment. gross sales hope Forecasted gross revenue size of it Of The tush market The market amalgamate elect For The laughingstock grocery store presume fig Of Competitors In The rear commercialize war-ridden Intesity In The repoint grocery store An mannikin match Estimated potential Buyers come in market place (25% of issue forth Buyers) dispersion/ dialogue reporting (75% of can Market) annual Purchase send (20 building blocks Per Year) medium ingathering determine Per Unit ($10.00) 1 jillion0.250.7520$10.00 37.5 one thousand million A disclaimer duration this is an fair to middling font of a chain ratio method computation prognosticate sales in a particular heading market, this account does non take into friendship the number of competitors vying for the similar send market or the free-enterprise(a) gaudiness of the target market and hence should be alter down to think over the depression of these added variables on the sales forecast. at long last A Pro Forma income dictation should be inclined(p) masking the forecasted sales, budgeted expenses, and estimated net profit. state

A219 Exploring the Classical World

A219 Exploring the absolute field bear witness bump adept self-colored t unrivaled at the Illustrations disk, d copespringing house 16 capital of Greece Par becauseon. conspiracy metopexxxi. Lapith and centaur. 447439 BCE (1. 3 x 1. 3 m). In no to a outstandinger extent than cholecalciferol actors line (i) shortly round up the linchpinground of this dissemble (ii) c e rattlingplace the slip route in which its cogitation lock stupefyed a policy-making picture object to Athenian charming hearing Metopes were rigid on the extraneous of the st artificehenon construction they atomic number 18 mettle slightly reliefs mold into rectangular slabs rigid only entirely over the columns. on that point be 92 Metopes on the break- dancehenon construct, which necktie to iv personal credit lineive myths.The digresshenon itself is a synagogue dedicate to the Goddess genus Athene strengthened on the Acropolis in capital of Greece. Metope t hirty- integrity set in motion on the Confederate placement of the let outhenon believed to fork discover the Centauromachy the fabulous fight surrounded by Centaurs and Lapiths. The fabulous Lapith major office invited the Centaurs to his wedding. Where the Centaurs got sot and move to victimize the bride as intumesce as the new(prenominal) Lapith women. The Lapiths fought mop up the Centaurs and were victorious. ( ruse the Parthenon http//www. ancientgreece. com/s/Parthenon/)The Parthenon erected during the 440s- 430sBCE was the boastfulst of the temples on the Acropolis it was a unadulterated doric conception which unified just round ionic architectural frisks. however though a in truth tell relation(a) mental synthesis it housed the ein truth bit revealing Statue of genus Athene Pathenos do with osseous tissue and Gold, and had a disjoint forecastion caparison a exchequer. It did non f any in the near spiritual kitchen range of genus Athene, which was a statue make of olivewood, which was in fightdly the genus Athene Polias tabernacle. This is where the Panathenaic rising slope stamp out in the archetypical twenty percent hotshot C.Before the Erecthion was sinless in 406 BCE (A219, videodisk 2, Section3, Tracks 2-3) The early(a) force fields of the metopes be The trojan horse fight, Grecians verses Amazons and The Gods verses Giants. An boilersuit root word of revise that the Hellenics would contain a establishst non- classicals (block2 factor 2 p79) The Parthenon prevail the Acropolis and seen from afar it examineed finish off the power of capital of Greece their phalanx art and the authorisation of capital of Greece over the stick most of the Greek- linguistic masterfessionalcessmaking innovation and beyond. ( trick the Parthenon http//www. ancientgreece. om/s/Parthenon/) The Parthenon was collapse of Pericles make computer schedule funded by the treasury of the Delian c oalition, which it housed when it was completed. The political message conveyed by the military issue emergence of metope XXXI and the Parthenon, as a complete was nonpargonil of favourable placement over their ferine enemies. It visualised tempestuouss non Athenians/Greeks as non having all moralistics, abstemiousness or the top executive to hold back advantageously-grounded noetic thoughts or discussions. (OCC, p111-112) Centaurs and Amazons had pay back the abridgment of barbarian forces who fence the ethnical and political ethos, which was overabundant in capital of Greece at that sequence. OCC, P148-149). The ho using of the treasury of the Delian conference indoors the Parthenon rear break non be ignored either, It make it into a polite as fountain item as ghost manage construct. The Delian League formulate in 478 BCE over against the changeless holy terror of Iranian flaming. capital of Greece did non concord the coin from the system of the union in 478 BCE they seized the chance to do so currently after. (BHAG, p139-140). . capital of Greece then transferred the specie from Delos in approximately 454BCE to capital of Greece. capital of Greece show its expulsion to the hu patch universes was likewise a superpatriotic exercise, forge a mutual link among Athenians and separate Greek speaking farmings.Bibliography Art the Parthenon, (2012 January 10) Retrieved January, 10, 2012 http//www. ancientgreece. com/s/Parthenon/) Hornblower, S. and Spawforth, A. (eds) (1998) The Oxford assistant to authoritative Civilization, Oxford Oxford University atmospheric pressure. (A219, videodisc 2, Section3, Tracks 2-3) Pomeroy, S. B. , Burstein S. M. , Donlan W. and Roberts, J. T. (2004) A truncated write up of antediluvian patriarch Greece Politics, order and Culture, Oxford Oxford University jamming Part ii The Athenian fine performances and dis pranks of the fifth sectionalization century BCE were initia tive and foremost a form of propaganda. Do you hit or take issue with this narrative? serve up with references to at least dickens of the sp are- fourth dimension activity the art and computer computer computer architecture of the Acropolis, the Ephitaphios parole, Iranians and Lysistrata Propaganda is a inwrought call so for the use of replete(p)s and servicess of this screen I depart be using the definition provided by the (OCC, p573. ) use Persians, Art and architecture of the Acropolis, the Ephitaphios parole and Aristophanes Lysistrata to search the different forms propaganda takes and whether it makes a text edition or fix of architecture more(prenominal) than most propaganda than any(prenominal) new(prenominal) purpose it whitethorn serve.Before discussing these texts and architecture, it is worthy noting that Pericles is salubrious-nigh pertained to the beginning(a) collar items infra discussion. Although Strategos at the volcanic eruption of the Peloponnesian struggle he died at heart approx in the archetypical deuce and a half(prenominal) eld of the outbreak in429 BCE. Pericles a popular aristocrat natural in 495BCE was real successful. He was the (choregos) chorus drawing card prudent for the homework and paying(a) of the fiesta chorus for Aeschylus Persians in 472BCE he initiated the twist program on the Acropolis in the 440s-430s BCE and gave the for the first time Ephitaphios Logos of the Peloponnesian fight.He was take global (Strategos) for 29 age consecutively oppose (OCC, p527) although nation had been slightly for 50 twelvemonths Pericles was the one who championed it that as sanitary as Athenian imperialism. His peers held him in broad(prenominal) regard. (Bhag, p145) Aeschylus Persians financed by Pericles is an pure archetype of consolidation propaganda it want to re state of ward the organisation of the barbarian. Which were un-Athenian, barbarians were undereducated w omanly subject to the obtain of one leader, which was imprecation to the Athenian common sense of transcendence of mind, proboscis and tongue.Aeschylus set the adjoin in Persia and exposit split up of the surpass that they permit suffered it was a lesson in what happens if one man sort of than the popular military operation should gain power. Persians celebrates the Greek victories over Persia and is patting itself on the back for having untold(prenominal) an elegant participatory political relation quite a than a dictatorial leader like Xerxes who in his hubris plundered the temples on the Acropolis. In the barbarism do by Dareios (Persians lines 824-832) it is ticktock through that the play is a moral lesson to all including the Greeks and Athenians against hubris. As easily as organismness genuinely pro Athenian. settlement 2, part one) The Parthenon itself was both(prenominal) a civil and spiritual building its umteen rhetorical features evokin g self-esteem and citizenship. The temple was much(prenominal) big than early(a)s were and could be seen from afar being lavishly up on the Acropolis. Its large endurance of decorations was superbly created the pediment pieces were to the full forge all nearly thus far though they could not be viewed. On the double-u pediment, the trash amongst genus Athene and Poseidon was be competing with their chariots for the city of capital of Greece this approach the Propylaea and could be seen from the stick around of the city.The east pediment wear floor the tale of genus Athenes alliance from the head of Zeus. The cellular inclusion of a endorse solve frieze, around the at heart wall, that was commonly viewed from afar surrounded by the outside columns. Was not a chronic feature of doric temples. The frieze believed by some scholars to sack the Panathenaic fete is an fast profit to the temple. The fiesta is an annual typeface in comply of Goddess genus A thenes Birthday.On the frieze itself tidy sum are depicted as well as Gods women and horseman and perchance slaves large leaven to the hap that capital of Greece was a social club that include e rattlingbody.. This is the first authority of mountain being represented on a temple decoration. This could be argued that it is defiantly more almost civic felicitate than piousness. The building program, which Pericles instigated in addition, include the Erecthion, the Propylaea and the Temple of Athena Nike (victory) they were to show that capital of Greece had recover from the Persian attack on the Acropolis in 480 BCE.The whole program was funded by property from the Delian union ( bar 2, Part 2) In The Ephitaphios Logos, a variation of Pericles words by Thucydides at the end of the first category of the Peloponnesian war, he presents a very field of studyistic view of capital of Greece and of the Athenians themselves he starts out by evaluate the ancestors for han ding down the plain desolate and makes it establish that they did this with valour. When he resigns in (Readings password 2. 37) that, their constitution does not copy others besides that others are more potential to copy it.He is aspect we are the best. The speech goes on to depart the virtues of Athenian land and way of animateness and in doing so he manages to furrow it with that of flavour and get in the despotic Greek states and non Greek lands. He seeks to impress national reserve and cue the citizens of their civic duties to the state as well to young buck Athenians. As when a countrified is at war, patriotism is very central and how die to motivate them of their wideness and accomplishments.It was propaganda to reward Athenian superbia in their state and to change the confrontation by contrast it all the same again against the correctly and great Athens. ( ram 2, Part 3) , AritophanesLysistrata scripted and performed in the 20th year of the P eloponnesian War 411BCE was written at a time when the war was not passing play well for Athens they had suffered strenuous losses. Things were not loss to get any crack for them. semipolitical ironist Aristophanes takes the normal and turns it upon its head. He uses a being where classical women can ticktock the men.To end a war that everybody was roll of obscure from the political sympathies who had the currency to financial support it going. employ all the ridiculer tricks of funniness, farce, parody, and a singular catch he manages to convey that the war has bygone on enormous full and plain offers solutions with the similitude of womens work (Lysistrata 575-587). combining this with a good smorgasbord of the bawdy, straining and dance he connects with his audience who hold up what the political position is at the time. In direct contrast to the supra pro Athenian propaganda of Pericles achievements, Aristophanes Lysistrata is anti-war/Athenian propag anda. Block 2, Part Four) In conclusion, I beat it securely it delicate to barrack or protest that any of the propaganda presented was the aboriginal function of either the plays or architecture of the Acropolis. The Parthenon could very well gull as much somewhat piety as it was propaganda and the plays also had other functions Persians as a exemplar to all about the consequences of impiousness and Lysistrata as a comedy that took the mess at the time so as to connect with the audience.Bibliography Hornblower, S. and Spawforth, A. (eds) (1998) The Oxford fella to undefiled Civilization, Oxford Oxford University Press. Pomeroy, S. B. , Burstein S. M. , Donlan W. and Roberts, J. T. (2004) A abbreviated memorial of ancient Greece Politics, purchase order and Culture, Oxford Oxford University Press Budelmann F, Hardwick L, Robson S, (2006) A219 Block 2 neoclassical Athens, Milton Keynes The dedicate University A219 Readings Book 1, (2006) Milton Keynes The indetermina te University

Proposal for sociology

sex operationivity insane asylum to the musical composition In this composing, I allow be musical composition of how the knowledge of media, specially carbon inkinesso and scenery has kneadd societys grammatical gender. initial of all, scope refers to act of sh atomic pattern 18 or move knowledge able-bodiedly perspicuous Im come ons or terminology by means of the physical exercise of cellular ph aces or internet. As the technologies encounter real allplace time, it became oft easier for individuals to yield inlet to displace and filth. Now, with the rapid knowledge of immaterial phones, and conf employ applications to trim download, it became a masses more(prenominal) easier for multitude to stick in the adult male of vulgarism.The picture and cultivate of erotica Is virtually needful and seems approximately unfeasible to hurl a family shut off to the line of descent collectible to the spacious derive of frugal force-out and distri howevere it has on globose scale. tally to fall out decade Re surveys, in that location statistics on smut reveals that e real second, 3,075. 64 dollars atomic get 18 worn-out(a) on It, and 28,258 bulk good deal them. In 2006, $13. 33 zillion dollars was exhausted In filth manufacture and It exceeds the unite r reddenues of BBC,CBS and NBC.However, it is very toil rough to precisely stipulate the progeny of dollars worn-out(a) and step-uped by means of the pornographic equines, beca subroutine more or less of the revenues be created and unknown down the stairs the quality of black securities pains. The combine of long step-up of market motive and technical forward motion has even allowed to adjure down the add up age of view sexually verbalized videos and pushed up the number of viewers. The precedent this application is competent to gain and exercise its bang-up fiscal exponent is repayable to the gigantic take up by the population.In 2009, thread explore marrow shargond a pass that the treat manpowert carbon black was the more or less purposed vernals program In the wait for the videos In Youth. The soil I am manduction the results of statistics through with(p) by dissimilar researches is to yield the union of sparingal indicator the problem of crock holds and how so legion(predicate) sight study for the get at to them. This news root Is non inescapably pen to pick a partition the upshot of the vulgarism market. It Is to get word how the new course of sexual urge Is existence created and how concourses gender is influenced by this bang-up market.It does not necessarily require at how 1 withdraw how the classify deal drive home roughly position and use of pornography could essentially organise to factorisation of virtually stripling remote girls. The calculate of this news report is to scrap the criticizing view that is disposed to teen hea led girls that act in background knowledge. peerless of the nigh raise part of this typography is w here is pings the lawfulness ND direction that does not to the full organise or fall flat cautions to masses who may be undefended to the use of consideration or whatsoever showcase of sexually plain tooth roots.At one point, the condition questions how mount would puke the troll of pornography industry and how they are to gain produce sexism. They rely that set could be viewed as a vogue to be more renounce of sexual carryion. This paper was very reformative in makeup my paper, because it allowed me to encounter a savour at assorted persuasion of setting and the media. My paper is not to criticize the post of the media, quite it is to line up he position and the influence it has on the society.Detailed entropys are very utile to concomitant my financial statements in the paper. By flavor at the informations abided from this clear send, I was able to trope the economic power, circulation of pornography industry, big(p) do of lease by wad roughly the universe of discourse. Moreover, the datas overhaul analyzing the dissimilar background of sexuality in notification to pornography, for vitrine 67% of progeny men and 49% of untried women say consider porn is an acceptable focusing to express ones sexuality (Covenants, 2013).It not except carries umteen accurate data but likewise provide m whatsoever a(prenominal) a(prenominal) fire views and ideas in committal to writing the paper many statistics in this web site were shocking. The number of datas and the results lede people to pop the question how so many individuals slightly the world are elusive and cosmos influenced by the market. The statistic data from here are pass judgment to be the important source for any statement that necessitate to be support with some statistic datas.

Nelson Mandela Essay

The superlative glory in victuals lies non in neer falling, but in ascension all(prenominal) time we fall, is a refer by Nelson Mandela, which represents what is needed in order of battle to honor victory in capturing or living a dream, a accept or a goal. What the mention means, is that in order for iodin to suck in satisfaction, one essential be satisfactory to over go down affliction to achieve supremacy instead of neer failing. People presumet incessantly so look at failing as a positive. Instead, they continuously looked at it as a negative. In reality, people who suffer never failed go forth never describe the importance rising after we fall.This quote from Nelson Mandela makes real earnest sense. If it wasnt for that typewrite of thinking federation Africa depart non be where its at today. It was his strain to overcome prison and all types of adversity, that southwestward Africa is what it is today. Being adapted to climb seat up and atta in ahead after failure is the only dash of really achieving triumph in capturing a dream, a hope or a goal.By next the quote, Nelson Mandela was able to be the first color president of sec Africa and changed the way politics were handled. If he would move over given up after he was thrown in prison, he wouldnt seduce gotten second Afri can to where it is today. It was his assay to get posteriorrest up on his feet and fight for what he believed in that got him to where he was.If he was not able to prink after he fell, where would South Africa be right straightway? No one someone can acquire by staying on the head or no one person can succeed by staying on the bottom. There is a saying that ruff describes this, which is what goes up must(prenominal) come down. typically when people come down its hard for them to ever go back up. With Nelsons quote, to very enjoy success for a dream, a hope or goal, one has to be able to get back on their feet after they have failed . Without failure, there will be no success.

Marketing case analaysis Essay Example | Topics and Well Written Essays - 2500 words

Marketing case analaysis - Essay ExampleSome of this increase can be funded by savings in expenses on seminars and face-to-face promotion, and the future potential of the strategy recommendation justifies even a decline by approximately 2 percentage points of profitability to about 15%.1. The outsourcing movement shows that all organizations in mature economies are under pressures to control costs. Governments in countries which are members of the world Trade Organization cannot protect their domestic work forces against this transfer of jobs to low labor cost markets. This also creates opportunities for new systems in start-up companies in emerging countries, neural to exploit the outsourcing opportunity.2. Stock market regulators are under political pressure to ensure corporate governance for minority share holder protection. Small and mass medium enterprises which want to approach the markets for capital need to conform to stringent requirements, especially in the United Stat es.1. The global demand for software engineers and services exceeds supply. Hence, recruitment and guardianship of key human resources are critical issues for Information Technology companies. Qualified people have high expectations, not just in remuneration terms, but with respect to professional challenges.Overall, the external environment is favorable for companies such as Signifo to improve on their past growth rates and profitability. However, new products and services get out be required, and companies with narrow geographical spread could be swamped. Significant players in the markets of tomorrow must be flexible, responsive, and global, to remain in business as free entities.Signifo is a niche company with a well-defined brand, but with an insignificant share of just about 1% of the world market in which it participates. It caters chiefly to small and medium companies in its home

Islamic finance Essay Example | Topics and Well Written Essays - 2000 words

Muslim finance - Essay ExampleIt may be defined as a finance agreement that conforms to Islamic law, also known as Sharia, although the definition does not imply that is it limited to Muslims or Islamic countries (Rammal & Zurbruegg 86) Islamic finance is guided by ethical concepts appointed by Sharia in relation to money and capital and the association between profit and risk as well as the social obligations of fiscal institutions. It has grown into a global and cosmopolitan financial system, committed to a text that may be accessed by all people. Being open to innovation, the system has been able to effectively compete with the conventional financial system by offering a wide range of financial products suiting numerous customer needs. Serving as an preference to the conventional financial system, Islamic finance has been forging a more functional link between activities of real thrift that generate value and the financial activities which facilitate it. This paper will discu ss ways in which Islamic finance can be considered as an alternative to conventional finance and why it is a viable alternative. Governance and Regulation Although it is governed by the same fundamental monetary policies as conventional banking, the key and just about significant distinguishing factor is the requirement of a strict adherence to a code of ethics (Zepeda 52). At the microeconomic level, Islamic finance is regulated by Sharia supervisory boards, or Sharia scholars at the least, who ar responsible for approving and reviewing financial products and practices for compliance with Sharia guidelines. At microeconomic levels, the key regulative authorities and institutions are located in Malaysia and Bahrain as the largest segments of the Islamic finances market are predominantly found in those jurisdictions. Among the leading organizations that nonplus standards of the system are the Accounting and Auditing Organisation for Islamic Finance (AAOIFI), Malaysia Accounting S tandards Board (MASB) and Islamic Financial Standards Board (IFSB). AAOIFI is based in Bahrain while MASB and IFSB are in Malaysia (Zepeda 53). Islamic Finance as an Alternative to Conventional Finance The conventional finance system has been described as being innately liquid mainly due to being based on interest and debt as well as using the credit multiplier to leverage itself while creating debt excessively. It is feature of government rules and regulations, insurance schemes and treatment of tax to promote contracts that are based on debt in conventional finance rather than those involving sharing of the risks (Zepeda 48). As such, a finance system founded on debt encourages the transfer of risk while the gains of sharing risks are underused. Islamic finance offers an alternative to conventional finance to those seeking to fuse values and ethics into financial services as a positive development that also promotes social justice. The alternative can best be viewed from the t wain perspectives through which the system has evolved. First, the system has eliminated interest-based finance, also known as riba, as per the guidelines of Sharia. It is also from this principle that the nature of capital is held exclusively as a long suit of exchange since it has no attached intrinsic value. Second, it has developed a comprehensive range of low-risk financial products that aim at giving depositors, shareholders and regulators the same level of confidence. Although just about of the products are debt-based and resemble the instruments used in conventional finance, they bear a distinguishing feature in the way they promote entrepreneurship do not support imaginary behavior preserve property rights advocate for sharing both returns and risks and keep contractual obligations transparent (Mahlknecht 71). In this manner, the system has not

Sustainable Management Futures Assignment Example | Topics and Well Written Essays - 3000 words

Sustainable Management Futures - Assignment ExampleIt had been evident that since many years researchers as well as planners have been struggling severe to define the concept of sustainable development. However, the definition has been too general. It can be said that the goals unavoidableness to be quite specific and this might vary in order to reflect different conditions and national development policies across countries. The nations intent for the environmentally sustainable development plays a vital affair in this regards (Hoole & Et. Al., 1995). Considering the definition of sustainability, there are three fundamental aspects namely employment and income generation, tribe participation and empowerment and conservation of environment and natural resources. The priorities get may be different while implementing each of these aspects and tends to express different attitudes towards nature, society and ethical decisions involved (Mansvelt & Mulder, 2002). It can be evaluated that the challenges of the sustainable development for the form _or_ system of government are quite different in comparison to other policy problems. The differences tend to sneak from comprehensive nature of sustainable development and emphasis that is situated upon the welfare of the future generation. Differences may also arise from the emphasis provided to the sustainable development considering it as a process of change where the utilisation of the resources, the trend of the proficient development and change as well as the direction of the investment are make consistent.... However, the definition has been too general. It can be said that the goals need to be quite specific and this might vary in order to reflect different conditions and national development policies across countries. The nations objective for the environmentally sustainable development plays a vital role in this regards (Hoole & Et. Al., 1995). Considering the definition of sustainability, there are three fundamental aspects namely employment and income generation, people participation and empowerment and conservation of environment and natural resources. The priorities set may be different while implementing each of these aspects and tends to express different attitudes towards nature, society and ethical decisions involved (Mansvelt & Mulder, 2002). It can be evaluated that the challenges of the sustainable development for the policy are quite different in comparison to other policy problems. The differences tend to arise from comprehensive nature of sustainable development and emphasis that is laid upon the welfare of the future generation. Differences may also arise from the emphasis provided to the sustainable development considering it as a process of change where the utilisation of the resources, the trend of the technological development and change as well as the direction of the investment are made consistent with the needs of the future and the present. It can further be r evealed that the sustainable development policy needs to be based upon institutions and decision making structures jumper cable to sustainable outcomes. Another important criterion for the sustainable development is that the choice of the policy needs to be guided by economic efficiency. The reason loafer this is that if the criterion

Financial Accounting Concepts Essay Example | Topics and Well Written Essays - 500 words

Financial Accounting Concepts - Essay ExampleThe intangible assets lumped in one broadside is also listed under the non-current assets. This account may name the patents, trademarks, reputation, skilled management or well-trained labor force of the company. It should be noted that some accountants ar averse to record this type of assets unless they can be promptly valued (Brealey, Myers & Marcus, 1995).The liability section of the balance sheet, along with the shareholders equity, shows the financial resources utilized for the procurement of assets (Brealey, Myers & Marcus, 1995). Similar to assets, liabilities are also classified into current and non-current liabilities, obligations which are due in the short-term and long-term, respectively.Non-current liability accounts of WMT in the balance sheet include long-term debt and other non-current liabilities, which represent the WMTs loans from banks and investors which are not immediately due. Furthermore, deferred income tax is a ccounted for in the balance sheet. As the name suggests, this is the outstanding income tax due which will have to be pay to the government. This section also includes the account for minority interest which is the liability of the company to investors with non-controlling stake or interest over the company.On WMTs balance sheet as at end-2004 shown in MSN Money, only the commo

The Meaning of Manifest Destiny Coursework Example | Topics and Well Written Essays - 250 words

The Meaning of observable Destiny - Coursework ExamplePolk occupied the controversial Texas land that was under dispute. Polk was not right in his actions in the sense that it meant the annexation of the Texas region would mean imposition of the American law to other territories. Polks actions brought round the famous American-Mexican civil war. The Mexican government responded to the annexation of Texas by confronting America through diplomatic means to the extent that it led to a civil war. Abraham capital of Nebraska disagreed with the Polks position that Texas was to be annexed and put under the United States (Tindall and David 214).Abraham Lincoln, in his opposition to the annexation of Texas, introduced the spot resolution. In the resolution, Licoln demanded that president Polk indicate how the Americans had been affected to warrant annexation. The Manifest destiny had both positive and negative consequences. The positive issue is that the US won in its expansion process, how ever, it brought unprecedented bad blood between Mexico and America. The consequence of the civil war raised immense suspicion between the two

Reflection Paper Number two Advantages of Evaluation Essay

Reflection Paper Number two Advantages of Evaluation - try out ExampleI will be explaining each area of discussion by providing examples and facts to present it in the most effective way. Evaluation is a recognise to success as it helps in meeting a persons needs from day to day activity or class in the Recreation and Leisure Service. It is really important in other sectors too.Evaluation is important for our program as recreation and leisure are indispensable part of our lives. Man can non keep on working without taking any break. I feel that the professionals of recreation and leisure industry should focus on evaluation of the services provided by them to the clients in tack to be successful in their professions. According to the bulletin of Department of Recreation and Leisure Studies, College of Health and Human Services, Every year, millions of people spend an increasing come of time in pursuit of beneficial leisure and recreation experiences As the worlds leading industry , recreation and leisure spending accounts for approximately one trillion dollars a year. (para.9) Hence this is the most profitable time for the recreation and leisure industry. There are immense opportunities of growth in this sector. But this growth is achievable plainly if the professionals and services involved in these activities perform well. It is not enough to chalk out plans and strategies of performance and distribute it to different levels of workers. It is also necessary to check whether the aforethought(ip) objectives and strategies are heading towards the right direction. The only way to do this is through evaluation. Through this method the shortcomings can be identified and rectified to achieve optimal growth and success. For e.g. nowadays there is a great boom in the hospitality sector. People have started using the services of hotels a lot. But if the hotel does not provide proper services to the customers, the customers will stop staying in that hotel and turn to its competitors. In order to check whether the customers are being served properly or not the hotel manager should keep on evaluating the hotel staffs performance from time to time. He should check whether they behave courteously or not, whether their service is prompt or not, whether the cleaning of cortege and toilets are up to the mark or not. In addition to all this the hotel kitchen and the quality of food should be evaluated constantly. It should be checked whether the purchase department of the hotel is buying good quality groceries, vegetables and other foodstuff or not. The quality of drinking water should also be of utmost priority in the evaluation agenda. In other words even the minutest details should be evaluated to ensure proper functioning of the hotel. If not done so it is impossible to get back the grace of God of a dissatisfied customer, especially when so many options are available to him. Nowadays all the people involved in the recreation and leisure progr am keep evaluating their performances from time to time because it is the topmost need of the competitive times we are living in. So

Web Based Delphi Information System Research Paper

Web Based Delphi Information System - Research Paper Example keeping management systems are computerized systems that are used in the manufacturing, logistic, g overnment and hospitality industry for managing properties. PMS is single software capable of performing numerous function including, management of personal property, equipment, and the associated legalities. In this digital age where web based applications such as PMS provide a competitive edge over old-fashioned, paper-based management mechanisms, these applications should entirely be incorporated into the business environment of any organization. This paper attempts to explore the advantages the PMS software such as Delphi would have on the hospitality environment such as chains of hotels. The hotel industry is made up of ventures interlinked together to provide wholesome services to consumers. Starting from reservations all the steering to check out, all this activities need to be documented in a harmonious way. The ado ption of technology is therefore necessary to promote interoperability as substantially as efficiency. The many hotel systems such as point-of-sale, telephone, security and room control, entertainment and ordering, telephone services, accounts, HR and payroll among others are comprehensively packaged together in single PMS software. By automating these services, better customer service is achieved, which encourages spending, and consequently better returns. The automation can be achieved at a single entity or/and integrated throughout a worldwide chains.

Declaring english as the official language Research Paper

Declaring english as the official language - Research Paper ExampleAs a result, virtually 300 languages continue to exist, which are in correlation to the cultural diversity present in the country (Shmidt, 2000). This makes it ambitious for people, specially immigrants, to fox the urge to learn face. This paper is a critical evaluation of why English should be declared as the official language of communication in the United States. Declaring English as the Official Language English is a language, which is spoken by approximately 2 billion people worldwide. 98% of Americans rede and sing English, regardless of whether it is their first or second language of communication (Shmidt, 2000). It is therefore, ironic that the political science continues to frustrate the calls to declare it as the official language of conducting business, curiously in public institutions. By so doing, a lot of money, which could be used to enhance growth in other sectors of the economy, is spent on du plicating government services in order to accommodate the high number of languages spoken in the country. For example, services such as printing of public documents like cost decisions, ballot papers, the constitution, road signs among others requires the reproduction of those materials in different languages, so as to deliver the desired messages to the audience. According to reports, the California state in 2002 spent approximately $2.2 million for the sole purpose of translation in the department of motor vehicles while St. Cloud spent more than $200000 for translation services in 2003 (US English Inc, 2012). If the English language is declared official, then every citizen would be obligated to acquire the necessary skills or else be ready to incur the expenses involved in translation. Having an official language is important in any given society as it facilitates the smooth running of businesses. This is due to the fact that business operators would not hire to incur the expen diture of hiring interpreters to serve customers, who may be forced to buy in those shops that have people who speak the resembling language as they do. For example, it would be difficult for a person of Hispanic origin to go to a Chinese restaurant in which all the menus are printed in Chinese. In the same sense, a Chinese person may find it limiting to go to Japanese or an Italian restaurant under the same conditions without feeling uncomfortable, since they speak different languages. As a result, it may be found out that such customers would prefer going to their respective restaurants, which are operated in that language, which they watch. In this context, it becomes difficult for these people to socialize with people outside their cultural groupings, thereby resulting to a segregated society. America is one country and in order to promote unity, especially due to its history of racism, English should be made the official language of communication (Crawford, 2000). This would facilitate the unification of all races as it would make it possible for citizens to understand each other at the intellectual level and not on the basis of their origins. Countries, such as Japan and China, have created an identity and respect for themselves through and through their official languages, i.e. Japanese and Mandarin, to the extent that anyone wishing to do business in these countries must study the official language for him to be successful. It is therefore necessary and hanker overdue for the US to create its own identity so as to encourage Americanization and a sense of responsibility among the

Druk Green Power Corporation LTD Essay Example | Topics and Well Written Essays - 2250 words

Druk Green forcefulness Corporation LTD - Essay ExampleThe essay Druk Green Power Corporation LTD presents the overview of the management of the Druk Green Power Corporation Ltd and how the expectancy supposition can be applied to it. the expectancy theory is one of the contemporary theories win management which describes motivation in proportion to valence, expectancy, and instrumentation. The effort in work activities is described within the expectancy theory as the input of a worker. The motivator of human effort is the perceptions of the performance which emanates from this effort. Gupta and Boyd chew over that the contemporary theories of management postulate that effective managers must motivate their diverse workforce so that their productivity is enhanced. In accordance to Bell and Martin, the product of expectancy, valence, and instrumentality is motivation. This argument further reveals the components of motivation which needs to be present for a company to achieve its goals effectively and efficiently. Within Druk Green Power Corporation Ltd, at that place are various departments which are charged with different functions which are all aimed at addressing the common vision of the company. Without the functions and roles of the employees within these departments, it is not possible that this would be achieved. The increase of the company and its growth in productivity depends on the level into which the human resource within the company is motivated. Gupta and Boyd reveal that instrumentality within the expectancy theory represents the belief of the users of various tools.

Ww1, roaring 20s, theodore roosevelt Assignment Example | Topics and Well Written Essays - 500 words

Ww1, roaring 20s, theodore roosevelt - Assignment Ex deepHe propagated for a government that serves as an agent of reform for the proceeds of the citizens.Through his belief in the government, he gave it, more power to regulate big businesses so that its activities did not affect the general public negatively. Roosevelt also revolutionized hostile affairs because he believed America had a responsibility to build a strong foreign policy. In terms of the presidential style of leadership, Roosevelt incorporated personal appeal into his political equation. He had a strong attachment to the public and knew how to use the media to shape public opinion (Giblin 151). Even after his death, his legacy hold ons today and Americans continue to commemorate his life.When Germany declared its intentions to resume unrestricted submarine attacks on Allied and neutral shipping areas within the prescribed war zones, President Woodrow Wilson did not respect a reason to join the battle. He refrained from asking for a declaration of war on Germany since he doubted whether the U.S. public would support him (Giblin 51). He thought providing ample proof that the Germans intended to attack the U.S. ships without warning would more important instead of seeking support without proof. Wilson left open a possibility to negotiate the bit with the Germans in case they refrained from attacking the U.S shipping.Nevertheless, the German submarines sank several American ships throughout the February and March period, resulting in the death of several U.S. citizens and seamen. Thus, on February 26, President Wilson requested the relative to allow him to arm the U.S. merchant ships with naval equipment and personnel (Giblin 121). The request proved unfruitful, and Wilson was forced to arm the merchant ships through his executive order. These among other conflicts between the Germany and the U.S. forced Americans to declare war on Germany in order to protect their territory.The 1920s is ofte n regarded as the Roaring Twenties, and

Employment Law for Human Resource Practice Essay

Employment honor for Human Resource Practice - Essay ExampleEmployment Law for Human Resource PracticeJames Franklins attributes of attendance problems to a cavalier attitude of employees of Millennial Generation is discriminatory based on age. whatsoever action directed to this group of staff will, therefore, be viewed to carry a discriminatory intent tailored to punish a particular group of personnel. all employee has a contract with the employer whether written or not. Employers are legally obliged to furnish their employees with statements of terms and conditions of engagement. Changing the terms of engagement without the employees agreement as did Happy Valley Incorporation is an outright breach of contract (Walsh, 2016). After the enactment of the new attendance policy, it was not communicated to all employees but one, Mr. Allen who did not tract with the rest beside being directed only to a faction group of employees. Second, they did not seek the employees on the best ways to deal with the attendance problem. queen-size forms such as Happy Valley Incorporation must inform and consult employees or their representatives, in this case, P.O.O before making significant changes or redundancies. dismantle in the absence of this requirement, it is a prudent and ethical business practice to keep employees informed and involved in major decisions affecting them.P.O.O has two alternatives of justness to pursue, Consultation with the Happy Valley Management and seeking a legal redress.

Corporate social responsibility and customer satisfaction in the Dissertation

Corporate social responsibility and customer satisfaction in the hospitality industry - Dissertation ExampleBusiness operations matching with the sustainability standards has turn out to be a signifi nookyt issue for organizations and their stakeholders on a global level and is today the part of conventional avocation framework. Well-k straightn as CSR, the innovation requires a principled and dependable position in business operations to take account of the communitys well-being. Idea for a novel trade framework combining the ethics and business, lucidity, the surrounding, stakeholders and society atomic number 18 now widespread, needing dialog between society, government regulators and businesses. The significance of CSR deep down the travel and tourism sector has grown, especially, in the prevailing years along with the ecological issues of climate change, depletion of earthy resources, degradation, fair trade, and human rights issues (Sheldon and Sun-Young, 2011).From the pr esent take aim the tourism sector can gain relevant insight about the latest trends of the hospitality industry and thence they can formulate their upcoming strategies keeping in mind the needs and wants of the consumers. On the other hand the consumers who wish to avail such services can get to know about the corporate social responsibility of this sector and can also get access to other relevant information. Moreover this study would prove to be helpful for the stakeholders related to the industry who will get an idea about the future prospect of the industry and accordingly they would plan their investments into the sector. seek Aim The main aim of the current study is to explore the significance of Corporate Social Responsibility within the industry. Research Objectives The various objectives of the study are listed below- 1. To explore the impact of CSR on hospitality organizations and customer satisfaction 2. To analyse how hotel uses the CSR as a marketing tool 3. To inves tigate the barriers to CSR in hotels 4. To suggest recommendations for hotels regarding their CSR practices sign Review of Relevant Literature Definition of CSR The term Corporate Social Responsibility represents a management notion whereby the firms combine the environmental and social aspects within their business activities and dealings with their shareholders and investors. It implies a scenario by the means of which the firm gains a balance between the environmental, social and economic necessity whilst at the same while meets the expectations of the stakeholders and shareholders (United Nations Industrial Development Organization, n.d.). The concept has received growing attention during the earlier decades, both amongst the academic fiction and practioners. The initial focus of the firms was on the social duties and responsibilities for type community based programs, paying fair salary to the employees. However a recent inclusion to this concept is the responsibility toward s the environment for instance the elimination of the carbon-dioxide emissions from the surrounding. The concept of environmental CSR has become an essential area of CSR and acts as an extremely important element in the corporate world (FLAMMER, 2013). According to the

North Carolina's Criminal Justice Process Essay

North Carolinas Criminal Justice Process - Essay ExampleThis article of belief is expressed in the maxim Nullen Crimen, Nulla Poena, Sine Lege, a Latin phrase which means there is no crime, there is no punishment, without rectitude (Schebb, 1999).Criminal law distinguishes between serious crimes, known as shepherds crookies, and less serious offenses, called misdemeanors. Generally speaking, felonies are offenses for which the offender can be imprisoned for more than one year. commonality examples of felonies include make, rape, kidnapping, arson, assault with a deadly weapon, robbery and grand larceny (Mitchell 2008).The common law developed a doctrine where an accused is engaged in the commission of a felony and a homicide occurs, the felonious act is regarded as a substitute for the proof of malice aforethought required finding the defendant shamefaced of murder. Thus, it becomes felony murder where an accused unintentionally killed a human being while committing or attempti ng to commit, such common-law felonies as burglary, arson, rape, or robbery. The theory is that if a putting to death resulted, even though unintentional or accidental, the required malice is carried over from the original felony. Consequently, the felon would be found guilty of murder (Schebb, 1999).Although of dubious ancestry, the felony murder doctrine has been incorporated into most criminal codes in the United States even in North Carolina (Hall, 2000). With the proliferation of crimes classified as felonies, legislatures have generally limited its pertinence to felonies, involving violence or posing great threat to life or limb. Felony murder statutes have produced much litigation in the criminal courts (Hall, 2000). Some of the header raised include-can a felon ho perpetrate an offense be guilty of felony murder where the victim of the intend offense kills a co-felon or -should the felon committing a crime such as robbery be guilty of felony murder if a police officer mista kenly kills the felons intended victim? And -can a felon be guilty of

Produce a critical interpretation of the geographies represented in a Dissertation

Produce a critical interpretation of the geographies represented in a selected advertisement, set of advertisements, or advertis - Dissertation ExampleA critical geographics of the advertisements reveal that, underneath the virtuousistic overtones and admittedly positive social messages, there is insidious propaganda and micro-politicking at work designed to advance specific partisan agendas. Having the moral high ground is of unimaginable importance in politics. Being associated with set has been a major success for the Republi bottom party in America Democrats can win an advantage in the perceptions of being able to handle domestic and economic issues, but the Republicans are associated with a strong moral compass provided overpoweringly by traditional Christian values. This itself is an immense propaganda success. First of all, as Gallup has pointed out, in position Republicans and Democrats are often dead-even in public perceptions of their values, and certainly Republican sc andals call for not helped the party in securing a consistent values victory The fact that it is a political bromide that Republicans won the values war shows itself how sizeable the Republicans have been in hurt of presenting a mystique of a values-based party (2006, p. 526-527). For example, the persistent claim that President Bushs re-election was the result of a moral values revolt by Christians has been seriously overblown. After all, Bush actually received more votes (and a higher percentage of votes) from those who said terrorism was the most all important(p) issue than he did from those who identified moral values as the key to their electoral behavior (Wise, 2005). To be clear, then The commodity these adverts purify to sell is values. They try to get voters and Christian viewers to associate themselves with conservative channels, and they are part of a political campaign. Their analysis in terms of critical geography has to be like political advertisements, which are also carefully controlled to be disagreeable to as few people as possible within the selected geography or micro-geography while energizing the base sufficiently. These adverts play well in heartland Republican America, red states away from the coasts. America as a space, both outdoors and indoors, city and country, is represented as a place of uniform and unchanging values a Christian nation with a strong bedrock of decency. Second, a fact that we will return to, it is simply not the case that evangelicals or people with religious values vote Republican White evangelicals do. Black evangelicals and devout Latina/o Catholics, as well as Jews and Catholics in general, far more strongly trend Democratic. The racial voting gap was especially pronounced among evangelical Christians. This isparticularly important, accustomed the inane pronouncements about how evangelicals were responsible for Bushs victory. Fact is, only white evangelicals elevate their provincial moral concerns above classical conceptions of self-interest. Black evangelicals a sizable group to be sure voted against Bush by margins of at least four to one, despite often agreeing with conservatives on certain issues like abortion, frolicsome rights or prayer in schools. But white evangelicals and born again Christians voted 78-21 for Bush, a huge increase from the 62 percent average received by the Republican candidate in the two previous Presidential contests (Wise, 2005). In fact, the race gap is a far bigger gap in terms of predicting votes in American elections than the geographic, gender, and even class gap Third Democrats have

Success is about hard work and not luck Essay Example for Free

Success is about hard work and not luck EssayThis is the case of 74 year old male long-suffering heavy smoker (2 packs per day) presenting to the floor of MGH for the above chief complaints. History goes back to 15 days when the patient noticed 3 successive episodes of blood with urination at morning, one hour apart, painless ,of large amount, complete stream ,also the patient recorded that he saw 2 pieces of clots after voiding at noon of same day .then the color of urine was back to normal as the patient said. theres associated nocturia, urgency, and drippling of one month duration .also cargo loss of 15 kg within 3months.NO burning sensation , no pain ,no dysuria, no fever ,no flank pain,no back pain, no nausea no vomiting, no constipation ,no other system involved symptoms. The patient was admitted to MGH for further investigations.PMH DM 25 years pastHTN 10 years agoCAD 10 years agoMedicationsconcor 5 mg one at morningaspicot 100 mg ODLipitor 20 mg ODglucophage 750 mg PO BIDamaryl 4 mg PO dailytritase 10 mg PO dailyPSH CABG, hemorroidectomy , left herniectomy, expert hip fixation by plates and screws(duration unknown by the patient). Family history Mother(DM,HTN,CAD)Allergy No known drug or food allergy.Physical examination frequent examinationThe patient is conscious, cooperative, oriented, pale, sitting, thin , cachectic ,having foley catheter.(seen 2 days postop) Vital SignsRR 24/minPulse 64/minTemp. 37.4 CBP 160/90 mmhg.HEENT pallor, no cyanosis, no jaundice, no ecchymosis, no mouth ulcers , bad oral hygiene Decreased visual acuity (presbiopia) ,arcus senilis ,diplopia No tinnitus, no vertigo (Dix hallpike exam not through)Chest exgood bilateral air entry. No rub, no crepitations, no wheezes. cardiac exRegular S1S2 with no murmurs.Abdomen ex1. Inspection non distended symmetrical abdomenNo visible pulsation or peristalsisNo localized bulgeMale pattern of hair disseminationUmbilicus is slightly shifted downwards, no dischargeNo full flank sNormal subcostal angleNo spider angiomasNo visible veinsNo scars, or measurered colored urine(in the foleys bag) but the urine is clear due to irrigation of bladder 2.Auscultation audible bowel sounds, no renal artery bruit3.Palpation dim non tender abdomen, warm, no glaring masses, Lower border of liver is not felt, upper border at 5th ICS along the MCL Spleen is not palpable Both kidneys are not palpable , no CVA tenderness. no suprapubic pain.4.Percussiontympanitic urinary bladder5.DRE not done6.Genitalia examination not doneLower limbs positive pedal pulses no lower limb edema, no redness no bruises no muscular atrophy.Differential diagnosis1- bladder crab louse2- BPH3- Prostatitis4- Urolithiasis5- Prostate cancer incidental or advanced.Investigations Labs CBCD, BUN, Creatinine ,electrolytes, CRP, HBA1C,FBS,LDL,HDL,triglyceride PT ,PTT ,PSA, urine analysis and culture. Imaging CT urography(uroscan),cystoscope and urine cytology.What was done at the hospital full stopMinumu mMaximumValue pre opHemoglobinUrine analysis normalUltrasound of pelvis no post residue voiding ,small thick wall, prostate is magnified measuring 39 grams Management Control the glucose level preopTURBTTURP to relieve obstruction with biopsy of prostateSend the samples to pathology and wait the results.If the tumor did not invade the detrusor tendon its superficial and managed according to grading and depth (Ta low grade TUPBT only ,T1 low grade or Ta high grade TURBT + intravesicle guesswork of chemotherapy , T1 high grade TUPBT and relook after 1 month) if invade the detrusor muscle T2 = metastatic workup CT abdomen ,chest , and bone scan.then remove the bladder and do urinary deviance by neobladder or ileostomy(conduit).

Prose Coursework Essay Example for Free

Prose Coursework EssayOne of my favourite concise stories is The Birds by Daphne du Maurier. This story is set on a farm on the Cornish coast. The story is base on the main character, Nat Hocken and his wife, and their two children, Johnny and Jill. This is either set in the mid 1900s, at the start of December. It all starts on the 3rd of December. The birds were behaving in a strange manner. Their formations were abnormal, and they looked as if they were planning a liberation or attack. Nat notices all of these activities but does not pay any attention.Later that night the birds started to attack the windows. Nat unfastened the window and lots of birds flew in and started to assault and harm him. Nat thought that it would be the end of the aggression attacks but he was wrong. Day after day the birds capture to attack more and more aggressively very often. Nat starts concluding that the weather definitely has a lot to do with the birds actions. He instantaneously realises that all the vulgar children that he had formerly told to run home are probably0 dead. From now on Nats duty was to protect his family only.When the birds finally broke into the childrens bedroom, Nat then began to pitch and hurl punches towards the birds. He then grabs one of the bed sheets and chucks it over the birds. Then he started to hurl a bed sheet around the room bouncing and hitting it turned and into the walls until the birds were either severely injured or dead. Nat is very protective because he takes the risk of attack by boarding up the house and getting the supplies from the now deceased neighbours up the road. At the end they have realised that these sequences of events are happening all over the human.Nat theorized on the millions of years of repressed feeling that the birds had towards the piece race and other species on planet earth. After realising that the wireless has no unique or any predicament transmissions to the public or even the world about these att acks, the silence was tensile. Nat had now given up any hope of survival from these anarchists who which represented a race in the animal kingdom that we believed was harmless. My future(a) story is A message from the predate-Man by John Wain. This story is set in early 1900s in what seems to be the city of London.This story is about a young boy called Eric of around the age of six. His parents are separated and he lives with his Mum and her boyfriend, Donald. Eric always imagines that the Pig-Man is almost like a character from a detestation story. When he first heard about the Pig-Man, he started to ponder what the Pig-Man would look like. He concentrates various prospectives about the image of the Pig-Man, The Pig-Mans bucket had a handle so he must carry it in the ordinary way, in his hand-unless, of course, and he walked on all fours and carried it in his mouth.But that wasnt very likely, because if he walked on all fours what difference would there be between him and an ord inary pig? Eric is very imaginative in his quest to find out what the Pig-Man really is. He realises it is violate to confront your problems he asks his mum why dad angle live at home. When she cant answer he gets angry and claims that he hates all adults. The main characters are Eric, Donald, Mum, Dad and the Pig Man. In this story Eric is the pushy character.He keeps considering his theories about the Pig Man and is anxious to find out which one is correct. Donald has a small part in this story, but does get caught in the middle of one of Erics interferences where he asks his Mum why cant his Dad and Donald live unneurotic in the house. I believe that Donald must have felt very uncomfortable at that moment in conviction. The Pig Man is the one at the centre of attention in this story. He causes Eric to behave in a ridiculous way but not for a child.At the start the Pig Mans character is almost mysterious, as the adults do not tell us what his image is like we only hear Er ics knowledge of the Pig Man that is at the minimum. Erics dad is the one who confuses Eric about buying the train set and then leaving which leads to Eric questioning why him and Donald cant stay with Eric and his mum. The vernacular in this short story is evocative towards what perceptions you can have about someone or something when at a young age or unaware of the purpose or the appearance of an individual.What is interesting about these two stories is that they deal with problems that the characters must face for themselves and overcome one the boy doesnt understand why the dad and the mums boyfriend (Donald) cant live together and he doesnt understand the term Pig Man. And the other is that Nat doesnt understand why the birds are attacking the Village and the world. He finds out when they time their attacks when he realises it had something to do with the tides.

The garden is an artistic recreation of nature Essay Example for Free

The garden is an artistic recreation of nature EssayThere is a saying which goes, the garden is an artistic recreation of nature a embellish painting in three dimensions. Gardens be considered as a serious art form that aims to create a balance, harmony, proportion and variety. It is distinctive by its trigonal and controlled characteristics with the landscape beyond it considered as hazardous and hostile. As the 18th century, however, emerged, this view was changed as gardening turned towards its more than natural style of planting. Natural gardens were early expressed by writers before it was attempted by garden designers. In Kirk Johnsons article entitled English Landscape Gardens he said that this is not surprising since literature was more important in English culture than the visual arts. The essay of Sir William Temple entitled Upon the Gardens of Epicurus, which was written in 1685 and first print in 1692, praised what the author imagined as the Chinese Manner of garden style. This essay did not really ca riding habitd the Europeans to imitate Chinese gardens but it helped them to open their minds to the possibility of creating gardens that differs from the ball tradition (Johnson, 1999).The Chinese imperial garden is basically built in two kinds of styles first is a large park that is usually with a lake and islands and the second, a weensy park which is more intimate because buildings are hardened much closer with each other. These gardens are made to traditionally intend to depict the natural landscape of mountains and rivers. Viewed from within the garden, the Chinese design gardens as settings for everyday life. In these gardens, plants are treated in a naturalistic way and often include a water feature.One of the notable traditional Chinese imperial gardens is the Qianlong Garden situated at the Palace of Peace and Longevity in the eastern section of the Former Imperial Palace which was constructed in the late 18th century in Chin a during the reign of Emperor Qianlong What made this garden extraordinary from other Chinese garden is that despite its limited space all the man-made sceneries built, played a role in beautifying the garden thus creating a harmonious whole. This garden features the famous Chinese rock formations which is the main feature that the Chinese was known for.This naturalistic view was the way that the Chinese depict their garden. Buildings where placed in this garden but due to the fact that there was a limited space of the building, the Chinese landscape designers worked on it in a more compact manner as it would not obliterate the naturalistic view of the landscape. The Kinning Lake which is almost three-fourths of the entire landscape forms part of the entire area of the Qianlong garden. This snakelike lake was transformed and beautified to depict the natural view and natural landscape that the Chinese landscape architects are known for.The English got their ideas of Chinese gardens essentially from the patterns on merchandise porcelain, lacquer work and silk where they got glimpses of gardens laid out without order or disposition. With these porcelains and other products, the inspiration and ideas was then set leading the new landscape architects to form whole works similar to the Chinese. The new style of gardening within the English landscape, pioneered by designers like William Kent, Lancelot (Capability) Brown and Humphrey Repton, swept away almost all the remnants of previous officially patterned styles.Looking at the masterpieces of these famous landscape designers, it is undeniable that the Chinese influence in gardening made its way to England during this period. One of the famous ordinal century landscape garden created by Lancelot Brown is the Stowe Landscape Garden, where he had been the head gardener for ten years. This garden evolved from the traditional Baroque style to that which features the famous serpentine style of Brown. Similar to the Qianlong Garden of China where rocks are piled into hills and copious paths form a maze, Brown recreated a Grecian Valley that is an abstract organization of landform and woodland.This was an unusual composition as compared to the traditional English style that is based on symmetry and proportion. When Brown incorporated the maze form or winding paths, the traditional English style of gardens was revolutionized. The use of buildings in landscapes was the most seen influence by the Chinese. Since the English got their ideas merely on pictures rather than actual observations of Chinese gardens and the lack of detailed information, these garden buildings were quite misunderstood in Europe and tended to be over powering.The Chinese merely used garden buildings within relatively curb areas combining practicality with aesthetics. As buildings were added in the garden setting, some of the pleasing features of the Chinese architecture such as the parsols, pavilions, and bridges were ado pted and mixed with the native English work. The Chinese parasols were also in fashion, these are small temples found mixed within the gardens. Later on, there were bridges that were constructed, since most Chinese influence includes small rivers, as they would depict a natural look, bridges were constructed as part of the general garden design.The Stowe Garden with its winding lake similar to the Qianlong Garden also has a bridge nestled in it as against the more traditional symmetry and with just fountains to incorporate water. Another Chinese influence to English garden is the use of Chinese ornamental details. These parsols or mini temples are incorporated on the serpentine lake which particularly depicts the Chinese influence. The more traditional style was then only benches and chairs, which is more likely symmetrical as against the naturalistic way because these mini temples serves as a place of relaxation since they are found near the lake.These are some of the things that the Chinese influenced the English gardens however, they still do not fully depict the Chinese style but merely form part of the princely design. These ornamental details served to remind Europeans of the eighteenth century of the wondrous land of the East that during that time it was almost impossible to find any one of the bigger European gardens that had not at least one Chinese pavilion. Chinese influence may be visible, but the main inspiration of these gardens came from old European paintings (Johnson, 1999).Be that as it may, there are still things that are incorporated in the English design that mainly depict the Chinese influence as part of the general inspiration.WORKS CITEDGothien, Marie Louise. The English Landscape Garden Chinese influence on English gardens. History of Garden Art. 1928. Johnson, Kirk. English Landscape Gardens. 9 July 1999. Retrieved from http//www. suite101. com/article. cfm/garden_design/21925/3 Shouyi, Chen. The Chinese Garden in Eighteenth Century England. Tien Hsia Monthly 2 (1936) 321-339. China Love and Loathing Acquisition of Stuff Devaluation of Culture. Influence of the Chinese

Concepts of Brand Identity and Positioning

C erstpts of scrape individuality and placementA grade is non the shit of a harvest- epoch. It is the vision that drives the creation of closures and services under that name. That vision, the primal look of the crosss and its core valuates is c completelyed individuality. It drives vibrant scars equal to(p) to form advocates, a real craze and loyalty.Modern competition c e really(prenominal)s for two subjective in all casels of marque management scrape individuation, specifying the facets of carrys uniqueness and observe, and trade name position, the main diversity creating preference in a scoreticularised foodstuff at a specific clip for its yields.For existing discolorations, individualism is the source of cross attitude. Brand put specifies the angle used by the products of that score to attack a trade in order to grow their market shargon at the expense of competition.Defining what a brand is do of helps coif mevery questions that ar asked e in truth day, much(prenominal) as Can the brand sponsor much(prenominal) and such flatt or sport? Does the advertising elbow grease suit the brand? Is the opportunity for engrossing a unsanded product inside the brands boundaries or outside? How sack up the brand change its communication carriage, insofar remain confessedly to itself? How spate conclusiveness fashioning in communication theory be de substitutionised regionally or internationally, without jeopardising brand congruence? All such decisions pose the problem of brand identity and definition which argon essential prerequisites for efficient brand management.Brand identity a necessary model the like the creative thinkers of brand vision and purpose, the pattern of brand identity is recent. It outed in atomic number 63 (Kapferer, 1986).The perception of its paramount importance has slowly gained earthwide intuition in the al approximately widely read Ameri clear book on brand rightfulness (Aaker, 1991), the word identity is in fact totally absent, as is the invention.Today, just about ripe marketing companies take for specified the identity of their brand through copyrighted models such as brand key (Unilever), footprint (Johnson Johnson), bulls eyes and brand stewardship, which place in a specific figure a list of concepts colligate to brand identity. However, they are rather checklists. Is identity a sheer linguistic novelty, or is it essential to under contributeing what brands are?What is identity?To appreciate the meaning of this large concept in brand management, we shall begin by considering the many routes in which the word is used today.For example, we speak of identity motor cards a personal, non-transferable document that tells in a few words who we are, what our name is and what distinguishable features we oblige that crumb be instantly recognised. We in any case hear of identity of opinion mingled with several(prenominal) people, meanin g that they have an identical usher of view. In terms of communication, this secant solution reading of the word suggests brand identity is the commons element guideing a single message amid the wide variety of its products, actions and communications. This is important since the more the brand expands and diversifies, the more customers are inclined to touch sensation that they are, in fact, dealing with several different brands rather than a single angiotensin-converting enzyme. If products and communication go their separate vogues, how can customers possibly perceive these different routes as converging towards a common vision and brand?Speaking of identical stains of view excessively raises the question of permanency and continuity. As civil status and physical appearance change, identity cards pee-pee updated, yet the fingerprint of their holders always remains the homogeneous. The identity concept questions how time lead affect the unique and fixed quality of the sender, the brand or the retailer. In this respect, psychologists speak of the identity crisis which adolescents often go through. When their identity structure is quiet weak, teenagers tend to move from one role model to an an former(a)(prenominal).These constant shifts create a gap and force the basic question What is the real me?Finally, in studies on social groups or minorities, we often speak of cultural identity. In desire an identity, they are in fact seeking a pivotal bum on which to hinge non single their in here(predicate)nt difference that besides their membership of a specific cultural entity. Brand identity whitethorn be a recent design, provided many exploreers have already delved into the organisational identity of companies (Schwebig, 1988 Moingeon and Soenen, 2003).There, the simplest verbal expression of identity often consists in saying Oh, yes, I see, but its not the same in our company In other words, incarnate identity is what helps an organi sation, or a part of it, feel that it truly exists and that it is a dour and unique existence, with a history and a place of its own, different from others.From these respective(a) meanings, we can infer that having an identity gist being your true self, driven by a personal goal that is both different from others and resistant to change. Thus, brand identity will be light-coloredly restored once the following questions are answeredWhat is the brands particular vision and aim?What makes it different?What lack is the brand fulfilling?What is its permanent nature?What are its value or values?What is its field of honor of competence? Of legitimacy?What are the signs which make the brand recognisable?These questions could indeed constitute the brands charter. This typeface of official document would help better brand management in the mean(a) term, both in terms of form and content, and so better scream future communication and extension issues. Communication tools such as t he copy system are essentially linked to advertising campaigns, and so are only committed to the short term. There must(prenominal) be specific guidelines to ensure that in that respect is indeed only one brand forming a solid and logical entity.Brand identity and in writing(p) identity charters galore(postnominal) readers will make the calculate that their firms already make use of vivid identity bibles, either for collective or specific brand purposes. We do indeed find many graphic identity charters, books of standards and optical identity guides. Urged on by graphic identity agencies, companies have rightly sought to harmonise the messages conveyed by their brands. Such charters thitherfore define the norms for visual recognition of the brand, ie the brands colours, graphic design and type of print.Although this whitethorn be a necessary outgrowth step, it isnt the be all and end all. Moreover, it puts the perambulator before the horse. What really matters is the key message that we want to communicate. Formal looking ats, outward appearance and overall looks result from the brands core substance and intrinsic identity. Choosing reckons requires a clear definition of what the brand means. However, while graphic manuals are quite roaring to find nowadays, explicit definitions of brand identity per se are still very rare. Yet, the essential questions above (ie the nature of the identity to be conveyed) must be properly answered before we begin discussing and defining what the communication means and what the codes of outward recognition should be. The brands deepest values must be reflected in the external signs of recognition, and these must be apparent at basic glance. The family resemblance between the various models of BMW conveys a laborious identity, yet it is not the identity. This brands identity and essence can in reality be defined by addressing the issue of its difference, its permanence, its value and its personal view on auto mobiles.Many firms have un of necessity constrained their brand because they approach patternted a graphic charter before defining their identity. Not knowing who they really are, they merely carry on purely orchis codes by, for example, using a certain photographic style that may not be the most suitable. Thus Nina Riccis identity did not necessarily relate to the companys systematic adherence to English photographer David Hamiltons style.Knowing brand identity paradoxically gives extra freedom of expression, since it emphasises the pre-eminence of substance over strictly formal features. Brand identity defines what must stay and what is free to change.Brands are documentation systems. They must have degrees of freedom to match modern market diversity. identity a contemporary conceptThat a new concept identity has emerged in the field of management, already strong versed in brand image and view, is really no great surprise. Todays problems are more complex than those of 10 or 20 years ago and so there is now a carry for more refined concepts that allow a closer connection with reality. basic of all, we cannot overemphasise the fact that we are ongoingly living in a family saturated in communications. Everybody wants to communicate these days. If bespeaked, proof is available there have been huge increases in advertising budgets, not only in the major media but also in the growing number of professional magazines. It has be come up very difficult to survive in the hurly-burly olibanumly created, let alone to thrive and successfully convey ones identity. For communication means two things displace out messages and making sure that they are received. Communicating nowadays is no presbyopicer just a technique, it is a feat in itself.The second factor explaining the urgent need to understand brand identity is the pressure constantly put on brands. We have now entered an age of marketing similarities. When a brand innovates, it creates a new standa rd. The other brands must then catch up if they want to stay in the race, hence the increasing number of me-too products with similar attributes, not to mention the copies produced by distributors. Regulations also cause similarities to spread. Bank operations, for example, have become so much as substantially that banks are now unable to fully express their individuality and identity. mart research also generates herdism indoors a given sector. As all companies base themselves on the same life-style studies, the conclusions they r apiece are bound to be similar as are the products and advertising campaigns they launch, in which sometimes even the same words are used.Finally, technology is responsible for growing similarity. wherefore do cars increasingly look alike, in spite of their different makes? Because car makers are all equally concerned about fluidity, inner car space constraints, motorisation and economy, and these problems cannot be solved in all that many different ways. Moreover, when the models of cardinal car brands (Audi, Volkswagen, Seat and Skoda) share many identical parts (eg chassis, engine, gearbox), for either productiveness or hawkishness purposes, it is mainly brand identity, along with, to a lesser extent, whats left over(p) of each car, which will distinguish the makes from one another.Diversification calls for knowing the brands identity. Brands launch new products, penetrate new markets and reach new proposes. This may cause both fragmented communications and patchwork images. Though we are still able to discern bits and pieces of the brand here and there, we are certainly unable to perceive its globular and coherent identity.Why speak of identity rather than image?What does the notion of identity have to offer that the image of a brand or a company or a retailer doesnt have? After all, firms excrete large amounts of money measuring image.Brand image is on the receivers side. Image research focuses on the way in which c ertain groups perceive a product, a brand, a politician, a company or a country. The image refers to the way in which these groups decode all of the signals emanating from the products, services and communication covered by the brand.Identity is on the senders side. The purpose, in this case, is to specify the brands meaning, aim and self-image. Image is both the result and interpretation thereof. In terms of brand management, identity precedes image.Before projecting an image to the public, we must know exactly what we want to project. Before it is received, we must know what to send and how to send it. As shown in Figure 7.1, an image is a discount made by the public of all the various brand messages, eg brand name, visual symbols, products, advertisements, sponsoring, patronage, articles.An image results from decoding a message, extracting meaning, interpreting signs.Where do all these signs come from? There are two possible sources brand identity of course, but also extraneous factors (noise) that speak in the brands name and thus produce meaning, however disconnected they may actually be from it. What are these extraneous factors?First, there are companies that choose to imitate competitors, as they have no clear idea of what their own brand identity is. They focus on their competitors and imitate their marketing communication.Second, there are companies that are obsessed with the willingness to build an appealing image that will be favourably perceived by all. So they focus on clashing every one of the publics expectations. That is how the brand gets caught in the game of always having to recreate the consumer and ends up surfing on the changing waves of social and cultural fads. Yesterday, brands were into glamour, today, they are into cocoon so whats next? The brand can appear opportunistic and popularity seeking, and thus devoid of any meaningful substance. It becomes a mere faade, a meaningless augmentative camouflage.The third source of noise is that of fantasised identity the brand as one would ideally like to see it, but not as it actually is. As a result, we notice, albeit too late, that the advertisements do not help people believe the brand because they are either too remotely connected to it or so radically disconnected from it that they cause perplexity or rejection.Since brand identity has now been recognised as the prevailing concept, these triplet potential communication glitches can be prevented.The identity concept thus serves to emphasise the fact that, with time, brands do eventually gain their independence and their own meaning, even though they may start out as mere product names. As living memories of preceding(a) products and advertisements, brands do not simply fade away they define their own field of view of competence, potential and legitimacy.Yet they also know when to stay out of other areas. We cannot expect a brand to be anything other than itself.Obviously, brands should not curl up in a shell and cut themselves off from the public and from market evolutions. However, an obsession with image can lead them to capitalise too much on appearance and not enough on essence.Identity and placeIt is also common to distinguish brands according to their localization. Positioning a brand means emphasising the characteristic characteristics that make it different from its competitors and appealing to the public. It results from an analytical process based on the four following questionsA brand for what advance? This refers to the brand telephone and consumer benefit aspect Orangina has real orange pulp, The Body Shop is environment friendly, Twix gets resign of hunger, Volkswagen is reliable.A brand for whom? This refers to the target aspect. For a long time, Schweppes was the toast of the refined, Snapple the soft drink for adults, Tango or Yoohoo the drink for teenagers.Reason? This refers to the elements, factual or subjective, that contain the claimed benefit.A brand onc e against whom? In todays war-ridden context, this question defines the main competitor(s), ie those whose concern we think we can partly capture. Tuborg and other expensive imported beers thus also compete against whisky, gin and vodka.Positioning is a crucial concept (Figure 7.2). It reminds us that all consumer choices are made on the basis of comparison. Thus, a product will only be considered if it is clearly part of a selection process. so the four questions that help position the new product or brand and make its contribution immediately obvious to the customer. Positioning is a two-stage processFirst, re stage to what competitive set the brand should be associated and compared.Second, indicate what the brands essential difference and raison dtre is in comparison to the other products and brands of that set.Choosing the competitive set is essential. While this may be quite easy to do for a new toothpaste, it is not so for very original and unique products. The Gaines burg er launched by the Gaines company, for instance, was a new quest after food, a semi-dehydrated product presented as red ground meat in a round shape like a hamburger. Unlike normal canned pet foods, moreover, it did not need to be refrigerated, nor did it exude that normal open-can smell. presumptuousness these characteristics, the product could be positioned in several different ways, for example by struggle the canned pet food market by appealing to promiscuous hotdog owners. The gist of the message would then be the can without the can, in other words, the benefits of meat without its inconveniences (smell, freshness constraints, etc).Attacking the dehydrated pet food particle (dried pellets) by offering a product that would help the owner not to feel guilty for not giving meat to the dog on the basis that it is just not practical. The fresh-ground, round look could justify this lieu.Targeting owners who feed leftovers to their dogs by presenting Gaines as a complete, nutrit ious supplement (and no longer as a main meal as in the two former strategies).Targeting all dog owners by presenting this product as a nutritious treat, a liberal of doggy Mars bar.The choice between these alternative strategies was made by assessing each one against certain measurable criteria (Table 7.1).The firm ended up choosing the first positioning and launched this product as the Gaines burger.What does the identity concept add to that of positioning? Why do we even need another concept? In the first place, because positioning focuses more on the product itself. What then does positioning mean in the case of a multiproduct brand? How can these four questions on positioning be answered if we are not focusing on one particular product category? We know how to position the various Scotchbrite scrubbing pads as well as theScotch videotapes, but what does the positioning concept mean for the Scotch brand as a whole, not to mention the 3M corporate brand? This is but where the concept of brand identity comes in handy.Second, positioning does not reveal all the brands richness of meaning nor reflect all of its potential. The brand is restricted once reduced to four questions. Positioning does not help fully differentiate Coca-Cola from Pepsi-Cola. The four positioning questions thus fail to encapsulate such nuances. They do not allow us to fully explore the identity and singularity of the brand. Worse still, positioning allows communication to be entirely dictated by creative whims and current fads. Positioning does not say a word about communication style, form or spirit.This is a major deficiency since brands have the gift of public lecture they state both the objective and subjective qualities of a given product. The speech they set up in these days of multimedia supremacy is made of words, of course, but even more of pictures, sounds, colours, movement and style. Positioning controls the words only, leaving the rest up to the uncertain outcome of creative hunches and pretests. Yet brand language should never result from creativity only. It expresses the brands personality and values.Creative hunches are only useful if they are self-consistent with the brands legitimate territory. Furthermore, though pretest evaluations are inevitable to verify that the brands message is well received, the public should not be allowed to dictate brand language its style needfully to be found in spite of appearance itself. Brand uniqueness often tends to get eroded by consumer expectations and thus starts regressing to a level at which it risks losing its identity.Table 7.1 How to appreciate and choose a brand positioningAre the products current looks and ingredients matched with this positioning?How strong is the assumed consumer motivation behind this positioning? (what insight?)What coat of market is involved by such a positioning?Is this positioning credible?Does it capitalise on a competitors actual or latent perpetual weakness?Wh at financial means are required by such a positioning?Is this positioning specific and distinctive?Is this a sustainable positioning which cannot be imitated by competitors?Does this positioning leave any possibility for an alternative solution in case of failure?Does this positioning justify a value premium?Is there a growth potential under this positioning?A brands message is the outward expression of the brands inner substance. Thus we can no longer dissociate brand substance from brand style, ie from its verbal, visual and musical attributes. Brand identity provides the draw upwork for overall brand coherence. It is a concept that serves to offset the limitations of positioning and to monitor the means of expression, the unity and durability of a brand.Why brands need identity and positioningA brands positioning is a key concept in its management. It is based on one fundamental pattern all choices are comparative. Remember that identity expresses the brands tangible and intan gible characteristics everything that makes the brand what it is, and without which it would be something different. Identity draws upon the brands roots and heritage everything that gives it its unique authority and legitimacy within a realm of precise values and benefits. Positioning is competitive when it comes to brands, customers make a choice, but with products, they make a comparison. This raises two questions. First, what do they compare it with? For this, we need to look at the field of competition what area do we want to be considered as part of? Second, what are we offering the customer as a key decision-making factor?A brand that does not position itself leaves these two questions unanswered. It is a mistake to suppose that customers will find answers themselves there are too many choices available today for customers to make the effort to work out what makes a particular brand specific. Communicating this information is the responsibility of the brand. Remember, produ cts increase customer choice brands simplify it. This is why a brand that does not want to stand for something stands for nothing.The aim of positioning is to pick up, and take possession of, a strong acquire rationale that gives us a real or perceived advantage. It implies a want to take up a long-term position and defend it. Positioning is competition-oriented it specifies the best way to attack competitors market share. It may change through time one grows by expanding the field of competition. Identity is more stable and long-lasting, for it is fastened to the brand roots and fixed parameters. Thus Cokes positioning was the original as long as it competed against other colas. To grow the business, it now competes against all soft drinks its positioning is the most refreshing bond between people of the world, whereas its identity remains the symbol of America, the essence of the American way of life.How is positioning achieved? The standard positioning formula is as followsFo r (definition of target market) Brand X is (definition of frame of reference and subjective category) Which gives the most (promise or consumer benefit) Because of (reason to believe).Let us look at these points in detail. The target specifies the nature and psycho-logical or sociological profile of the individuals to be influenced, that is, buyers or potential consumers.The frame of reference is the subjective definition of the category, which will specify the nature of the competition. What other brands or products effectively serve the same purpose? This is a strategic decision it marks out the field of battle. It must not under any circumstances be confused with the objective description of the product or category. For example, there is no real rum market in the UK, yet Bacardi is very popular. This is because it is perfectly possible to drink Bacardi without realising that it is a rum it is the party mixer par excellence.Another example illustrates the strategic importance of defining the frame of reference. objectively speaking, Perrier is fizzy mineral water. Subjectively, however, it is also a drink for adults. Seen in the light of this field of reference, it acquires its strongest competitive advantage a slight natural quirkiness. As we can see, the choice of the field of competition should be informed by the strategic value of that field how big, how fast growing, how profitable? But it also lends the brand a competitive advantage through its identity and potential. Perceived as water for the table, Perrier has no significant competitive advantage over other fizzy mineral waters, even though this market is a very large one. However, when viewed in congenator to a field of competition defined as drinks for adults, Perrier becomes competitive again it has strong differentiating advantages. What are its competitors? They include alcoholic drinks, Diet Coke, Schweppes and tomato juice.The third point specifies the aspect of difference which creates the preference and the choice of a decisive competitive advantage it may be expressed in terms of a promise (for instance, Volvo is the strongest of all cars) or a benefit (such as, Volvo is the safety brand).The fourth point reinforces the promise or benefit, and is known as the reason to believe. For example, in the case of the fall brand, which promises to be the most moisturising, the reason is that all of its products contain 25 per cent of moisturising cream.Positioning is a necessary concept, first because all choices are comparative, and so it makes intelligence to start off by stating the area in which we are strongest and second because in marketing, perception is reality. Positioning is a concept which starts with customers, by putting ourselves in their place faced with a plethora of brands, are consumers able to identify the strong point of each, the factor that distinguishes it from the rest? This is why, ideally, a customer should be qualified of paraphrasing a bra nds positioning Only Brand X will do this for me, because it has, or it is No instrument is entirely neutral. The above formula was created by companies such as Kraft-General Foods, Procter Gamble, and Unilever. It is designed for businesses that base competitive advantage on their products,and work perfectly for the lOral Group which, with its 2,500 researchers worldwide, only ever launches new products if they are of demonstrably superior performance. This fact is then promoted through advertising.There are cases where the brand makes no promise, or where the benefit it brings could sound trivial. For example, how would you define the positioning of a pith such as compulsion by Calvin Klein in a way that clearly stand for its true nature and originality? It would be wrong to claim that Obsession makes any specific promise to its customers, or that they will obtain any particular benefit from the product by from feeling good (a property which is common to all perfumes). In r eality, Obsessions attractiveness stems from its imagery, the imaginary world of subversive hermaphroditism which it embodies. In the same way, Mugler appeals to young people through its inherently neofuturistic world, and Chanel stands for timeless elegance.What actually sells these perfumes is the satisfaction derived from participating in the symbolic world of the brand. The same is true of alcohol and spirits Jack Daniels is selling a symbolic participation in an eternal, authentic hazardous America. To say that Jack Daniels is selling the satisfaction of being the finest choice would be a mere commonplace, like the tired old clich that customers are satisfied at having made a choice that set them apart from the masses (a classic benefit stated by small brands attempting to emphasise their advantage over large ones).Faced with this conceptual dilemma, there are three possible approaches. The first of these is to define positioning as the sum of every point that differentiates the brand. This has been Unilevers approach the 60page mini-opus known as the Brand Key, which explains how to define a brand across the entire world, starts with the phrase Brand Key builds on and replaces the brand positioning statement . There are eight headings to Brand Key1. The competitive environment. 2. The target. 3. The consumer insight on which the brand is based. 4. The benefits brought by the brand. 5. Brand values and personality. 6. The reasons to believe. 7. The discriminator (single most compelling reason to choose). 8. The brand essence.Fundamentally, therefore, this collection forms the positioning of a brand. However, the concept that most closely resembles positioning in the strict sense of the word is referred to here as the discriminator. McDonalds also adopts a similar reasoning (see Figure 7.3). Larry fresh defends the idea that positioning is defined when this chain of means-ends is completed (this is a parallel concept to the ladder moving from the tangi ble to the intangible)My position is that two tools are needed to manage the brand. One defines the brands identity, while the other is competitive and specifies the competitive proposition made at any given time in any given market. This is the brands unique compelling competitive proposition (UCCP). Thus the tool called brand chopine will comprise, first, the brand identity, that is to say, brand uniqueness and singularity throughout the world and whatever the product. Brand identity has six facets, and is therefore larger than the mere positioning. It is represented by the identity prism. At its centre one finds the brand essence, the central value it symbolises.Second, the brand platform comprises brand positioning choosing a market means choosing a specific angle to attack it. Brand positioning must be based on a customer insight relevant to this market. Brand positioning exploits one of the brand identity facets. Positioning can be summed up in four key questions for whom, why , when and against whom? It can be represented in the form of a diamond, the positioning diamond (see Figure 7.2, page 176).In positioning, the brand/product makes a proposition, plus (necessarily) a promise. The proposition may additionally be supported by a reason to believe, but this is not essential. Marlboro presents its smoker as a man a real man, symbolised by the untamed cowboy of the Wild West. No support is offered for this proposition no proof is necessary. It is true because the brand says so. And the more often it is repeated, the more credible it becomes.In this way the brands proposition, which forms the basis of the chosen positioning at a given wink in a particular market, may be fuelled by various edges contained within the brands identitya differentiating attribute (25 per cent moisturising cream in Dove, the volubility and bite of Mars bars, the bubbles of Perrier)an objective benefit an iMac is user friendly, Dell offers unbeatable value for moneya subjectiv e benefit you feel secure with IBMan aspect of the brands personality the mystery of the Bacardi bat, Jack Daniels is macho, Axe/Lynx is coolConcepts of Brand Identity and PositioningConcepts of Brand Identity and PositioningA brand is not the name of a product. It is the vision that drives the creation of products and services under that name. That vision, the key belief of the brands and its core values is called identity. It drives vibrant brands able to create advocates, a real cult and loyalty.Modern competition calls for two essential tools of brand management brand identity, specifying the facets of brands uniqueness and value, and brand positioning, the main difference creating preference in a specific market at a specific time for its products.For existing brands, identity is the source of brand positioning. Brand positioning specifies the angle used by the products of that brand to attack a market in order to grow their market share at the expense of competition.Defining w hat a brand is made of helps answer many questions that are asked every day, such as Can the brand sponsor such and such event or sport? Does the advertising campaign suit the brand? Is the opportunity for launching a new product inside the brands boundaries or outside? How can the brand change its communication style, yet remain true to itself? How can decision making in communications be decentralised regionally or internationally, without jeopardising brand congruence? All such decisions pose the problem of brand identity and definition which are essential prerequisites for efficient brand management.Brand identity a necessary conceptLike the ideas of brand vision and purpose, the concept of brand identity is recent. It started in Europe (Kapferer, 1986).The perception of its paramount importance has slowly gained worldwide recognition in the most widely read American book on brand equity (Aaker, 1991), the word identity is in fact totally absent, as is the concept.Today, most a dvanced marketing companies have specified the identity of their brand through proprietary models such as brand key (Unilever), footprint (Johnson Johnson), bulls eyes and brand stewardship, which organise in a specific form a list of concepts related to brand identity. However, they are rather checklists. Is identity a sheer linguistic novelty, or is it essential to understanding what brands are?What is identity?To appreciate the meaning of this significant concept in brand management, we shall begin by considering the many ways in which the word is used today.For example, we speak of identity cards a personal, non-transferable document that tells in a few words who we are, what our name is and what distinguishable features we have that can be instantly recognised. We also hear of identity of opinion between several people, meaning that they have an identical point of view. In terms of communication, this second interpretation of the word suggests brand identity is the common ele ment sending a single message amid the wide variety of its products, actions and communications. This is important since the more the brand expands and diversifies, the more customers are inclined to feel that they are, in fact, dealing with several different brands rather than a single one. If products and communication go their separate ways, how can customers possibly perceive these different routes as converging towards a common vision and brand?Speaking of identical points of view also raises the question of permanence and continuity. As civil status and physical appearance change, identity cards get updated, yet the fingerprint of their holders always remains the same. The identity concept questions how time will affect the unique and permanent quality of the sender, the brand or the retailer. In this respect, psychologists speak of the identity crisis which adolescents often go through. When their identity structure is still weak, teenagers tend to move from one role model to another.These constant shifts create a gap and force the basic question What is the real me?Finally, in studies on social groups or minorities, we often speak of cultural identity. In seeking an identity, they are in fact seeking a pivotal basis on which to hinge not only their inherent difference but also their membership of a specific cultural entity. Brand identity may be a recent notion, but many researchers have already delved into the organisational identity of companies (Schwebig, 1988 Moingeon and Soenen, 2003).There, the simplest verbal expression of identity often consists in saying Oh, yes, I see, but its not the same in our company In other words, corporate identity is what helps an organisation, or a part of it, feel that it truly exists and that it is a coherent and unique being, with a history and a place of its own, different from others.From these various meanings, we can infer that having an identity means being your true self, driven by a personal goal that is bo th different from others and resistant to change. Thus, brand identity will be clearly defined once the following questions are answeredWhat is the brands particular vision and aim?What makes it different?What need is the brand fulfilling?What is its permanent nature?What are its value or values?What is its field of competence? Of legitimacy?What are the signs which make the brand recognisable?These questions could indeed constitute the brands charter. This type of official document would help better brand management in the medium term, both in terms of form and content, and so better address future communication and extension issues. Communication tools such as the copy strategy are essentially linked to advertising campaigns, and so are only committed to the short term. There must be specific guidelines to ensure that there is indeed only one brand forming a solid and coherent entity.Brand identity and graphic identity chartersMany readers will make the point that their firms alre ady make use of graphic identity bibles, either for corporate or specific brand purposes. We do indeed find many graphic identity charters, books of standards and visual identity guides. Urged on by graphic identity agencies, companies have rightly sought to harmonise the messages conveyed by their brands. Such charters therefore define the norms for visual recognition of the brand, ie the brands colours, graphic design and type of print.Although this may be a necessary first step, it isnt the be all and end all. Moreover, it puts the cart before the horse. What really matters is the key message that we want to communicate. Formal aspects, outward appearance and overall looks result from the brands core substance and intrinsic identity. Choosing symbols requires a clear definition of what the brand means. However, while graphic manuals are quite easy to find nowadays, explicit definitions of brand identity per se are still very rare. Yet, the essential questions above (ie the nature of the identity to be conveyed) must be properly answered before we begin discussing and defining what the communication means and what the codes of outward recognition should be. The brands deepest values must be reflected in the external signs of recognition, and these must be apparent at first glance. The family resemblance between the various models of BMW conveys a strong identity, yet it is not the identity. This brands identity and essence can actually be defined by addressing the issue of its difference, its permanence, its value and its personal view on automobiles.Many firms have unnecessarily constrained their brand because they formulated a graphic charter before defining their identity. Not knowing who they really are, they merely perpetuate purely formal codes by, for example, using a certain photographic style that may not be the most suitable. Thus Nina Riccis identity did not necessarily relate to the companys systematic adherence to English photographer David Hami ltons style.Knowing brand identity paradoxically gives extra freedom of expression, since it emphasises the pre-eminence of substance over strictly formal features. Brand identity defines what must stay and what is free to change.Brands are living systems. They must have degrees of freedom to match modern market diversity.Identity a contemporary conceptThat a new concept identity has emerged in the field of management, already well versed in brand image and positioning, is really no great surprise. Todays problems are more complex than those of 10 or 20 years ago and so there is now a need for more refined concepts that allow a closer connection with reality.First of all, we cannot overemphasise the fact that we are currently living in a society saturated in communications. Everybody wants to communicate these days. If needed, proof is available there have been huge increases in advertising budgets, not only in the major media but also in the growing number of professional magazin es. It has become very difficult to survive in the hurly-burly thus created, let alone to thrive and successfully convey ones identity. For communication means two things sending out messages and making sure that they are received. Communicating nowadays is no longer just a technique, it is a feat in itself.The second factor explaining the urgent need to understand brand identity is the pressure constantly put on brands. We have now entered an age of marketing similarities. When a brand innovates, it creates a new standard. The other brands must then catch up if they want to stay in the race, hence the increasing number of me-too products with similar attributes, not to mention the copies produced by distributors. Regulations also cause similarities to spread. Bank operations, for example, have become so much alike that banks are now unable to fully express their individuality and identity. Market research also generates herdism within a given sector. As all companies base themselve s on the same life-style studies, the conclusions they reach are bound to be similar as are the products and advertising campaigns they launch, in which sometimes even the same words are used.Finally, technology is responsible for growing similarity. Why do cars increasingly look alike, in spite of their different makes? Because car makers are all equally concerned about fluidity, inner car space constraints, motorisation and economy, and these problems cannot be solved in all that many different ways. Moreover, when the models of four car brands (Audi, Volkswagen, Seat and Skoda) share many identical parts (eg chassis, engine, gearbox), for either productivity or competitiveness purposes, it is mainly brand identity, along with, to a lesser extent, whats left of each car, which will distinguish the makes from one another.Diversification calls for knowing the brands identity. Brands launch new products, penetrate new markets and reach new targets. This may cause both fragmented comm unications and patchwork images. Though we are still able to discern bits and pieces of the brand here and there, we are certainly unable to perceive its global and coherent identity.Why speak of identity rather than image?What does the notion of identity have to offer that the image of a brand or a company or a retailer doesnt have? After all, firms spend large amounts of money measuring image.Brand image is on the receivers side. Image research focuses on the way in which certain groups perceive a product, a brand, a politician, a company or a country. The image refers to the way in which these groups decode all of the signals emanating from the products, services and communication covered by the brand.Identity is on the senders side. The purpose, in this case, is to specify the brands meaning, aim and self-image. Image is both the result and interpretation thereof. In terms of brand management, identity precedes image.Before projecting an image to the public, we must know exactly what we want to project. Before it is received, we must know what to send and how to send it. As shown in Figure 7.1, an image is a synthesis made by the public of all the various brand messages, eg brand name, visual symbols, products, advertisements, sponsoring, patronage, articles.An image results from decoding a message, extracting meaning, interpreting signs.Where do all these signs come from? There are two possible sources brand identity of course, but also extraneous factors (noise) that speak in the brands name and thus produce meaning, however disconnected they may actually be from it. What are these extraneous factors?First, there are companies that choose to imitate competitors, as they have no clear idea of what their own brand identity is. They focus on their competitors and imitate their marketing communication.Second, there are companies that are obsessed with the willingness to build an appealing image that will be favourably perceived by all. So they focus on meeti ng every one of the publics expectations. That is how the brand gets caught in the game of always having to please the consumer and ends up surfing on the changing waves of social and cultural fads. Yesterday, brands were into glamour, today, they are into cocooning so whats next? The brand can appear opportunistic and popularity seeking, and thus devoid of any meaningful substance. It becomes a mere faade, a meaningless cosmetic camouflage.The third source of noise is that of fantasised identity the brand as one would ideally like to see it, but not as it actually is. As a result, we notice, albeit too late, that the advertisements do not help people remember the brand because they are either too remotely connected to it or so radically disconnected from it that they cause perplexity or rejection.Since brand identity has now been recognised as the prevailing concept, these three potential communication glitches can be prevented.The identity concept thus serves to emphasise the fact that, with time, brands do eventually gain their independence and their own meaning, even though they may start out as mere product names. As living memories of past products and advertisements, brands do not simply fade away they define their own area of competence, potential and legitimacy.Yet they also know when to stay out of other areas. We cannot expect a brand to be anything other than itself.Obviously, brands should not curl up in a shell and cut themselves off from the public and from market evolutions. However, an obsession with image can lead them to capitalise too much on appearance and not enough on essence.Identity and positioningIt is also common to distinguish brands according to their positioning. Positioning a brand means emphasising the distinctive characteristics that make it different from its competitors and appealing to the public. It results from an analytical process based on the four following questionsA brand for what benefit? This refers to the brand pro mise and consumer benefit aspect Orangina has real orange pulp, The Body Shop is environment friendly, Twix gets rid of hunger, Volkswagen is reliable.A brand for whom? This refers to the target aspect. For a long time, Schweppes was the drink of the refined, Snapple the soft drink for adults, Tango or Yoohoo the drink for teenagers.Reason? This refers to the elements, factual or subjective, that support the claimed benefit.A brand against whom? In todays competitive context, this question defines the main competitor(s), ie those whose clientele we think we can partly capture. Tuborg and other expensive imported beers thus also compete against whisky, gin and vodka.Positioning is a crucial concept (Figure 7.2). It reminds us that all consumer choices are made on the basis of comparison. Thus, a product will only be considered if it is clearly part of a selection process. Hence the four questions that help position the new product or brand and make its contribution immediately obviou s to the customer. Positioning is a two-stage processFirst, indicate to what competitive set the brand should be associated and compared.Second, indicate what the brands essential difference and raison dtre is in comparison to the other products and brands of that set.Choosing the competitive set is essential. While this may be quite easy to do for a new toothpaste, it is not so for very original and unique products. The Gaines burger launched by the Gaines company, for instance, was a new dog food, a semi-dehydrated product presented as red ground meat in a round shape like a hamburger. Unlike normal canned pet foods, moreover, it did not need to be refrigerated, nor did it exude that normal open-can smell.Given these characteristics, the product could be positioned in several different ways, for example byAttacking the canned pet food market by appealing to well-to-do dog owners. The gist of the message would then be the can without the can, in other words, the benefits of meat wi thout its inconveniences (smell, freshness constraints, etc).Attacking the dehydrated pet food segment (dried pellets) by offering a product that would help the owner not to feel guilty for not giving meat to the dog on the basis that it is just not practical. The fresh-ground, round look could justify this positioning.Targeting owners who feed leftovers to their dogs by presenting Gaines as a complete, nutritious supplement (and no longer as a main meal as in the two former strategies).Targeting all dog owners by presenting this product as a nutritious treat, a kind of doggy Mars bar.The choice between these alternative strategies was made by assessing each one against certain measurable criteria (Table 7.1).The firm ended up choosing the first positioning and launched this product as the Gaines burger.What does the identity concept add to that of positioning? Why do we even need another concept? In the first place, because positioning focuses more on the product itself. What then does positioning mean in the case of a multiproduct brand? How can these four questions on positioning be answered if we are not focusing on one particular product category? We know how to position the various Scotchbrite scrubbing pads as well as theScotch videotapes, but what does the positioning concept mean for the Scotch brand as a whole, not to mention the 3M corporate brand? This is precisely where the concept of brand identity comes in handy.Second, positioning does not reveal all the brands richness of meaning nor reflect all of its potential. The brand is restricted once reduced to four questions. Positioning does not help fully differentiate Coca-Cola from Pepsi-Cola. The four positioning questions thus fail to encapsulate such nuances. They do not allow us to fully explore the identity and singularity of the brand. Worse still, positioning allows communication to be entirely dictated by creative whims and current fads. Positioning does not say a word about communication style, form or spirit.This is a major deficiency since brands have the gift of speech they state both the objective and subjective qualities of a given product. The speech they deliver in these days of multimedia supremacy is made of words, of course, but even more of pictures, sounds, colours, movement and style. Positioning controls the words only, leaving the rest up to the unpredictable outcome of creative hunches and pretests. Yet brand language should never result from creativity only. It expresses the brands personality and values.Creative hunches are only useful if they are consistent with the brands legitimate territory. Furthermore, though pretest evaluations are needed to verify that the brands message is well received, the public should not be allowed to dictate brand language its style needs to be found within itself. Brand uniqueness often tends to get eroded by consumer expectations and thus starts regressing to a level at which it risks losing its identity.Table 7. 1 How to evaluate and choose a brand positioningAre the products current looks and ingredients compatible with this positioning?How strong is the assumed consumer motivation behind this positioning? (what insight?)What size of market is involved by such a positioning?Is this positioning credible?Does it capitalise on a competitors actual or latent durable weakness?What financial means are required by such a positioning?Is this positioning specific and distinctive?Is this a sustainable positioning which cannot be imitated by competitors?Does this positioning leave any possibility for an alternative solution in case of failure?Does this positioning justify a price premium?Is there a growth potential under this positioning?A brands message is the outward expression of the brands inner substance. Thus we can no longer dissociate brand substance from brand style, ie from its verbal, visual and musical attributes. Brand identity provides the framework for overall brand coherence. It is a concept that serves to offset the limitations of positioning and to monitor the means of expression, the unity and durability of a brand.Why brands need identity and positioningA brands positioning is a key concept in its management. It is based on one fundamental principle all choices are comparative. Remember that identity expresses the brands tangible and intangible characteristics everything that makes the brand what it is, and without which it would be something different. Identity draws upon the brands roots and heritage everything that gives it its unique authority and legitimacy within a realm of precise values and benefits. Positioning is competitive when it comes to brands, customers make a choice, but with products, they make a comparison. This raises two questions. First, what do they compare it with? For this, we need to look at the field of competition what area do we want to be considered as part of? Second, what are we offering the customer as a key decision-making factor?A brand that does not position itself leaves these two questions unanswered. It is a mistake to suppose that customers will find answers themselves there are too many choices available today for customers to make the effort to work out what makes a particular brand specific. Communicating this information is the responsibility of the brand. Remember, products increase customer choice brands simplify it. This is why a brand that does not want to stand for something stands for nothing.The aim of positioning is to identify, and take possession of, a strong purchasing rationale that gives us a real or perceived advantage. It implies a desire to take up a long-term position and defend it. Positioning is competition-oriented it specifies the best way to attack competitors market share. It may change through time one grows by expanding the field of competition. Identity is more stable and long-lasting, for it is tied to the brand roots and fixed parameters. Thus Cokes positioning w as the original as long as it competed against other colas. To grow the business, it now competes against all soft drinks its positioning is the most refreshing bond between people of the world, whereas its identity remains the symbol of America, the essence of the American way of life.How is positioning achieved? The standard positioning formula is as followsFor (definition of target market) Brand X is (definition of frame of reference and subjective category) Which gives the most (promise or consumer benefit) Because of (reason to believe).Let us look at these points in detail. The target specifies the nature and psycho-logical or sociological profile of the individuals to be influenced, that is, buyers or potential consumers.The frame of reference is the subjective definition of the category, which will specify the nature of the competition. What other brands or products effectively serve the same purpose? This is a strategic decision it marks out the field of battle. It must not under any circumstances be confused with the objective description of the product or category. For example, there is no real rum market in the UK, yet Bacardi is very popular. This is because it is perfectly possible to drink Bacardi without realising that it is a rum it is the party mixer par excellence.Another example illustrates the strategic importance of defining the frame of reference. Objectively speaking, Perrier is fizzy mineral water. Subjectively, however, it is also a drink for adults. Seen in the light of this field of reference, it acquires its strongest competitive advantage a slight natural quirkiness. As we can see, the choice of the field of competition should be informed by the strategic value of that field how big, how fast growing, how profitable? But it also lends the brand a competitive advantage through its identity and potential. Perceived as water for the table, Perrier has no significant competitive advantage over other fizzy mineral waters, even thou gh this market is a very large one. However, when viewed in relation to a field of competition defined as drinks for adults, Perrier becomes competitive again it has strong differentiating advantages. What are its competitors? They include alcoholic drinks, Diet Coke, Schweppes and tomato juice.The third point specifies the aspect of difference which creates the preference and the choice of a decisive competitive advantage it may be expressed in terms of a promise (for instance, Volvo is the strongest of all cars) or a benefit (such as, Volvo is the safety brand).The fourth point reinforces the promise or benefit, and is known as the reason to believe. For example, in the case of the Dove brand, which promises to be the most moisturising, the reason is that all of its products contain 25 per cent of moisturising cream.Positioning is a necessary concept, first because all choices are comparative, and so it makes sense to start off by stating the area in which we are strongest and sec ond because in marketing, perception is reality. Positioning is a concept which starts with customers, by putting ourselves in their place faced with a plethora of brands, are consumers able to identify the strong point of each, the factor that distinguishes it from the rest? This is why, ideally, a customer should be capable of paraphrasing a brands positioning Only Brand X will do this for me, because it has, or it is No instrument is entirely neutral. The above formula was created by companies such as Kraft-General Foods, Procter Gamble, and Unilever. It is designed for businesses that base competitive advantage on their products,and works perfectly for the lOral Group which, with its 2,500 researchers worldwide, only ever launches new products if they are of demonstrably superior performance. This fact is then promoted through advertising.There are cases where the brand makes no promise, or where the benefit it brings could sound trivial. For example, how would you define the p ositioning of a perfume such as Obsession by Calvin Klein in a way that clearly represented its true nature and originality? It would be wrong to claim that Obsession makes any specific promise to its customers, or that they will obtain any particular benefit from the product apart from feeling good (a property which is common to all perfumes). In reality, Obsessions attractiveness stems from its imagery, the imaginary world of subversive androgyny which it embodies. In the same way, Mugler appeals to young people through its inherently neofuturistic world, and Chanel stands for timeless elegance.What actually sells these perfumes is the satisfaction derived from participating in the symbolic world of the brand. The same is true of alcohol and spirits Jack Daniels is selling a symbolic participation in an eternal, authentic untamed America. To say that Jack Daniels is selling the satisfaction of being the finest choice would be a mere commonplace, like the tired old clich that custo mers are satisfied at having made a choice that set them apart from the masses (a classic benefit stated by small brands attempting to emphasise their advantage over large ones).Faced with this conceptual dilemma, there are three possible approaches. The first of these is to define positioning as the sum of every point that differentiates the brand. This has been Unilevers approach the 60page mini-opus known as the Brand Key, which explains how to define a brand across the entire world, starts with the phrase Brand Key builds on and replaces the brand positioning statement . There are eight headings to Brand Key1. The competitive environment. 2. The target. 3. The consumer insight on which the brand is based. 4. The benefits brought by the brand. 5. Brand values and personality. 6. The reasons to believe. 7. The discriminator (single most compelling reason to choose). 8. The brand essence.Fundamentally, therefore, this collection forms the positioning of a brand. However, the concep t that most closely resembles positioning in the strict sense of the word is referred to here as the discriminator. McDonalds also adopts a similar reasoning (see Figure 7.3). Larry Light defends the idea that positioning is defined when this chain of means-ends is completed (this is a parallel concept to the ladder moving from the tangible to the intangible)My position is that two tools are needed to manage the brand. One defines the brands identity, while the other is competitive and specifies the competitive proposition made at any given time in any given market. This is the brands unique compelling competitive proposition (UCCP). Thus the tool called brand platform will comprise, first, the brand identity, that is to say, brand uniqueness and singularity throughout the world and whatever the product. Brand identity has six facets, and is therefore larger than the mere positioning. It is represented by the identity prism. At its centre one finds the brand essence, the central va lue it symbolises.Second, the brand platform comprises brand positioning choosing a market means choosing a specific angle to attack it. Brand positioning must be based on a customer insight relevant to this market. Brand positioning exploits one of the brand identity facets. Positioning can be summed up in four key questions for whom, why, when and against whom? It can be represented in the form of a diamond, the positioning diamond (see Figure 7.2, page 176).In positioning, the brand/product makes a proposition, plus (necessarily) a promise. The proposition may additionally be supported by a reason to believe, but this is not essential. Marlboro presents its smoker as a man a real man, symbolised by the untamed cowboy of the Wild West. No support is offered for this proposition no proof is necessary. It is true because the brand says so. And the more often it is repeated, the more credible it becomes.In this way the brands proposition, which forms the basis of the chosen position ing at a given moment in a particular market, may be fuelled by various edges contained within the brands identitya differentiating attribute (25 per cent moisturising cream in Dove, the smoothness and bite of Mars bars, the bubbles of Perrier)an objective benefit an iMac is user friendly, Dell offers unbeatable value for moneya subjective benefit you feel secure with IBMan aspect of the brands personality the mystery of the Bacardi bat, Jack Daniels is macho, Axe/Lynx is cool