NASA Strategic Plan Case Study Example | Topics and Well Written Essays - 750 words

NASA Strategic Plan - Case Study Example For a strategic plan to be achievable, it has to be clear such that one can easily understand what it is all about. NASA’s 2011 strategic plan lacks any form of clarity. There are no specific goals and objectives and one would argue that it is just a list of a few nonspecific and unformulated ideas. In addition, the mission statement for the company should be for specifically aimed at the employees, the customers, the stakeholders and partners to the organization. It should be short and clear-cut provided the message is passed understood by recipients. The vision statement should be a bit longer and detailed as this is gives the employees, stakeholders, and customers and partners an idea of what the company is working towards and the means through which it hopes to get there. In NASA’s strategic plan, the vision statement is short and rather vague while the mission statement is a bit more detailed than should be the case. In addition, the mission statement does not express a particularly unique mission that is unique to the agency. Both of the mission and the vision statement could probably apply to any government agency that deals in research and development as there is no mention of aeronautics or space. This could in away lead to a misunderstanding of the agencyâ€⠄¢s general tactical direction (National Research Council, 2012). A strategic plan for any organization should involve all the members of the organization, at every organizational level. This insinuates that all the members of the organization should be able to understand the plan for them to be capable of playing part in the attainment of the organizations goals and objectives. When setting goals and objectives, one has to involve everyone at every level in the organization, as they will all be helpful in working towards the realization of the company’s mission. Secondly, the strategic plans for NASA are a bit far stretched considering the

The Inheritance of Loss Essay

The Inheritance of Loss Essay As might be expected from the rich input of her cultural background, Kiran Desai, daughter of the author Anita Desai is a born story-teller. Her first novel, Hullabaloo in the Guava Orchard (1998), is a fresh look at life in the sleepy provincial town of Shahkot in India. At 35 years old, Desai is the youngest woman ever to win the prize and was already highly acclaimed in literary circles for her first novel Hullabaloo in the Guava Orchard which won a Betty Trask award  [2]  when it was published in 1998. She spent eight years writing her second novel The Inheritance of Loss  [3]  . Much has been made of the parallels between the book and Desais family history but its not an autobiography. Desai herself has said that in places its about experiences within her family such as the experience of immigration and going back to India. Kiran Desais second novel The Inheritance of Loss can be viewed as a Diasporic  [4]  novel. The various themes which are intertwined in the novel are globalization, multiculturalism, insurgency, poverty, isolation and issues related to loss of identity. The issues and conflicts mentioned in the novel are portrayed in a subtle and intriguing manner through the central characters. The theme of Diaspora in the world of literature describes loss of identity and isolation witnessed by the Indian writers who are settled abroad. Writers like Salman Rushdie  [5]  , Vikram Seth  [6]  and Kiran Desai have given insight into what it means to travel between the West and the East. The novel is set in modern day India, and the story is narrated to depict the collapse of established order due to insurgency. In her novel, Desai portrays excellently the issues of poverty and globalization not being an easy solution for problems of trapped social middle classes. The story revolves around the inhabitants of a town in the north-eastern Himalayas, an embittered old judge, his granddaughter Sai, his cook and their rich array of relatives, friends and acquaintances and the effects on the lives of these people brought about by a Nepalese uprising. Running parallel with the story set in India we also follow the vicissitudes of the cooks son Biju as he struggles to realise the American Dream as an immigrant in New York. Like its predecessor, this book abounds in rich, sensual descriptions. These can be sublimely beautiful, such as in the images of the flourishing of nature at the local convent in spring: Huge, spread-open Easter lilies were sticky with spilling antlers; insects chased each other madly through the sky, zip zip; and amorous butterflies, cucumber green, tumbled past the jeep windows into the deep marine valleys. They can also be horrific, such as in descriptions of the protest march: One jawan was knifed to death, the arms of another were chopped off, a third was stabbed, and the heads of policemen came up on stakes before the station across from the bench under the plum tree, where the towns people had rested themselves in more peaceful times and the cook sometimes read his letters. A beheaded body ran briefly down the street, blood fountaining from the neck   [7]   The Inheritance of Loss is much more ambitious than Hullabaloo in its spatial breadth and emotional depth. It takes on huge subjects such as morality and justice, globalisation, racial, social and economic inequality, fundamentalism and alienation. It takes its reader on a see-saw of negative emotions. There is pathos which often goes hand in hand with revulsion for example in the description of the judges adoration of his dog Mutt, the disappearance of which rocks his whole existence, set against his cruelty to his young wife. There is frequent outrage at the deprivation and poverty in which many of the characters live, including the cooks son in America; and there is humiliation, for example in the treatment of Sai by her lover-turned-rebel, or Lola, who tries to stand up to the Nepalese bullies. Against these strong emotions however, Desai expertly injects doses of comedy and buffoon-like figures. One of these is Bijus winsome friend Saeed, an African (Biju hated all black people but liked Saeed), with a slyer and much more happy go lucky attitude to life. Whereas Biju finds it difficult to have a conversation even with the Indian girls to whom he delivers a take away meal, Saeed had many girls: Oh myee God!! he said. Oh myee Gaaaawd! She keep calling me and calling me, he clutched at head, aaaiiiI dont know what to do!! Its those dreadlocks, cut them off and the girls will go. But I dont want them to go!  [8]   Much of the comedy also arises from the Indian mis or over-use of the English language. Result equivocal the young Judge wrote home to India on completing his university examinations in Britain. What, asked everyone does that mean? It sounded as if there was a problem, because un words were negative words, those basically competent in the English agreed. But then (his father) consulted the assistant magistrate and they exploded with joy à ¢Ã¢â€š ¬Ã‚ ¦. Bose, the Judges friend from his university days is a wonderfully optimistic but pompous individual, made all the more ridiculous by his over-use of British idioms Cheeri-o, right-o, tickety boo, simply smashing, chin-chin, no siree, hows that, bottoms up, I say!  [9]   An original and modern aspect of Desais style is the almost poet-like use she makes of different print forms on the page: she uses italics for foreign words as if to emphasize their exoticness and untranslatability and capitals for emphasis when someone is angry, expressing surprise or disbelief (a natural development of the netiquette that to write in capitals is like shouting). Published to extraordinary acclaim, The Inheritance of Loss heralds Kiran Desai as one of our most insightful novelists. She illuminates the pain of exile and the ambiguities of postcolonialism with a tapestry of colorful characters: an embittered old judge; Sai, his sixteen-year-old orphaned granddaughter; a chatty cook; and the cooks son, Biju, who is hopscotching from one place to another in miserable living conditions. The novel is set partly in India and partly in the USA. Desai describes it as a book that tries to capture what it means to live between East and West and what it means to be an immigrant, and goes on to say that it also explores at a deeper level, what happens when a Western element is introduced into a country that is not of the West which happened during the British colonial days in India, and is happening again with Indias new relationship with the States. Her third aim was to write about, What happens when you take people from a poor country and place them in a wealthy one. How does the imbalance between these two worlds change a persons thinking and feeling? How do these changes manifest themselves in a personal sphere, a political sphere, over time?  [10]   As she says, These are old themes that continue to be relevant in todays world, the past informing the present, the present revealing the past.  [11]   The book paints the act of immigration and how the postcolonial war creates despair resulting in a sense of isolation inherited by each character in the novel. In a generous vision, sometimes funny, sometimes sad, Desai presents the human quandaries facing panoply of characters. This majestic novel of a busy, grasping time-every moment holding out the possibility of hope or betrayal-illuminates the consequences of colonialism and global conflicts of religion, race, and nationalism. The novel is set in 1986 in India at the foot of Mount Kanchenjunga, where the Indian border meets that of Nepal, Tibet, Sikkim, and Bhutan, and where people of many classes and cultures collide in their shared struggle to survive. Kiran Desais novel presents the story of one family as a symbol of the global issues related to colonization and the resulting search for identity. As we read the novel, we meet the retired judge, Jemubhai Patel, whose isolated house near the foot of the mountains is home also to his beloved dog Mutt and his cook. The judge and the cook have lived together in apparent symbiosis for many years when the judges orphaned granddaughter, Sai, comes to live with them. Her arrival marks the beginning of the conflicts that defines the novel. Also central to the story are Gyan, Sais Nepali tutor, and Biju, the cooks son, who has travelled to America in hopes of escaping poverty and making enough money to eventually rescue his father from servitude. The central conflict of the novel revolves around the Nepalis fight to gain education, health care, and other basic rights in India. Early in the story, a group of young insurgents storm the judges house and steal his rifles, literally robbing him of the signs of his Western education and professional occupation. When the tutor, Gyan, with whom Sai has begun a romantic relationship, joins the insurgency. Sai finds herself caught in the middle of a war of class and caste discovers that she has also become a symbol of wealth that Gyan despises. While Gyan and the insurgents are fighting a battle for rights and freedom in India, Biju, the cooks son, is fighting for his own survival and struggling to maintain his identity as he adapts to life in the U.S. As he hops from one menial job to the next, Biju discovers that Americas opportunities are not as plentiful as he expected, and he has given up a servants life in one country just to find the same life in new country, where he faces constant poverty and exploitation. He even notes that, through poverty in America is substantially less severe than poverty in India. Desai presents the similarities between the judge, Gyan, and Biju- as they fight to find their identities and reconcile themselves with their histories. The characters in the novel are bewildered and disillusioned by the world, with no initiative to speak of, nor any capacity to learn; quite often theyre not even paying attention. Almost all of characters have been stunted by their encounters with the West. As a student, isolated in racist England, the future judge feels barely human at all and leaps when touched on the arm as if from an umbrella intimacy. Yet on his return to India, he finds himself despising his backward Indian wife. Arguably the most beautiful portions of the book are the nuggets Desai paints of the cooks son Biju who gets by on the barest of bare from one minimum wage job to the other in New York City. In the Gandhi cafà ©, the lights were kept low, the better to hide the stains. It was a long journey from here to the fusion trend, the goat cheese and basil samosa, the mango margarita. This was the real thing, generic Indian, and it could be ordered complete, one stop on the subway line or even on the phone: gilt and red chairs, plastic roses on the table with synthetic dewdrops,  [12]  Desai writes when she describes one of the Indian restaurants Biju works at. What bind these seemingly disparate characters are shared historical legacy and a common experience of impotence and humiliation. For the characters in The Inheritance of Loss, escape is impossible and misery is birthright. Sais parents before they die are filled with the same loneliness as their daughter; the son whose mother was bidding farewell earlier in this review botches his goodbye, and we learn that Never again would he know love for a human being that wasnt adulterated by another, contradictory emotion (37). (The son grows up to be the judge, arranged into a loveless marriage that descends into rape and other abuses.) The cook is an old man with no fulfillment in his own life, desperate that his son do better than he did; this pressure is eventually Bijus undoing. Sais tutor before Gyan is Noni, a spinster who never had love at all (68). And so on, for the entire cast. Its an old story: Certain moves made long ago, we are told, had produced all of them (199). They are, if you like, variations on an absence of dignity: children, criminals, and buffoons. And too often thats all they are or at least the rest is hidden, the civilised sheen of Desais prose obscuring the extent of the violence done to their lives by circumstances. The plot of the novel is fascinating; however, its real charm lies in its atmospheric descriptions and in quirky characters with whom the reader quickly identifies. Desai is careful observer of behavior, both in India and in the US, with a fine eye for details which bring her character and narrative to life. She presents details dispassionately, illustrating her themes without making moral judgments about her characters. Here there are no saints or villains, just ordinary people trying to lead the best lives they can, using whatever resources are available to them. Intensely human, Desais characters, like people from all cultures, make huge sacrifices for their children, behave cruelly toward people they love, reject traditional ways of life and old values, rediscover what is important to them, suffer at the hands of faceless government officials, and learn, and grow, and make decisions, sometimes ill-considered, about their lives. Dealing with all levels of society and many different cultures, Desai shows life humor and brutality, its whimsy and its harshness, and its delicate emotions and passionate commitments in a novel that is both beautiful and wise. The books language, scenarios and juxtapositions are funny, threatening, vivid and tender all at the same time. The comic element always intertwined with irony, as characters struggle with a world bigger than themselves, a world that only ever seems to accept them partially, and rarely on their own terms. The novels elaborate structure takes the reader into the world of Nationalism and migration, which seems contemporary and timeless, familiar and unpredictable. Chapters alternate between India and US, juxtaposing the slow pace of life in the hills with the frantic movements of an illegal migrants existence, maintaining a degree of suspense until discontinuous narratives collide. Kiran Desai writes an elegant and thoughtful study of families, the losses each member must confront alone, and the lies each tells himself/herself to make memories of the past more palatable. It is also true that the book does not have a sense of the movement that has shaped the subcontinents history- in this case the freedom struggle and the movement for Gorkhaland. The backdrop to the action in the novel is political unrest in Kalimpong where Nepali Ghurkas are campaigning at first quite quietly and then with increasing force for an independent Ghurkaland. The uprising brings a new wave of change to the main characters as conditions become significantly worse and much of what theyve come to take for granted is brought into doubt. Desai has been condemned by local people in Kalimpong for portraying them as ignorant and violent and for being condescending. The book has a growing sense of despair and decay as if the people, like the houses they live in and the property they own, are succumbing to the damp and mould of a monsoon season. The Inheritance of Loss is a very inward-looking novel, with far more internal monologues and passages of description than exchange of dialogue, which despite the rough patches mentioned above plays to Desais strengths. As in much of immigrant writing, Kiran Desai is an outsider to all the worlds that form a part of landscape. She is merely the observer passing through. But, her knowledge of alienation makes protagonists search for a sense of belonging more real. The inheritance of loss depicts in its many details the tragedies of a third world country just free from colonialism. The main theme of the novel also appears to be the influence of the West on India and how Indians are wounded by the policies of the West. These influences have oppressed and degraded India. Against the gigantic backdrop of the Himalayas, so savage with beauty and yet the stillness of its towering ranges directly draws upon the boring and mundane life of its characters with tumultuous inner sides and shades. The novel gives us delectable details of the beauty of the natural world. The sound of the wind, the pattering of the rain , the gurgling of pipes, the creaking and clattering of an old house Cho Oyu, the happy snoring of the faithful and happy dog Mutt, sometimes makes reading so refreshing that one can breathe the very crisp Himalayan air and feel surrounded by the looming dark forest. Ms Desai has presented in this book such lovely details that many a times it feels so much like our world.The novel depicts very well in Jemubhai the dilemmas of post colonialism. The judge Jemubhai perfect manners and demeanor is very much British but he cannot get himself free from the shackles (which he thinks to be so) of traditional Gujrati and Indian mentality. He feels guilty of ill treating his wife Nimmi, of shoving away the holy coconut throwing in the water custom. He seems to be a man who is caught, caught between the past and the present, between his days in London and his slow and mundane life in the crumbling house Cho Oyu, between his daughter and his grand daughter, Sai, between the Nepalis struggling for their land and freedom and his own British world of thick volumes of English Literature, of crones at teatime and the choice of white sauce and brown sauce for dinner and his lovely dog Mutt. But soon Kalimpong becomes the hub of activities. The Nepalis struggle to get their own rights and land slowly creeps into the lives of the characters, the cook, the judge, Sai, Noni, Lola and gnaws and questions their very being.. The movement does not even spare Biju the cooks son in America who comes back only to be robbed of all his money and belongings. But yet the reader finds a quaint satisfaction in the union of father and son in the backdrop of a disturbed land of Kalimpong. At least Biju feels safe and at peace compared to his lonely life as a waiter thrown from one restaurant kitchen to another. The progress of the human heart is clearly depicted in Sai. Her yearnings and passion for Gyan, the long wait , the quarrel of English values and Nepali struggles only make her realize and look at life more closely, the very human soul which had been quite frozen and regularized with strict orders in the missionary convent school in Dehra Dun. The novel though rich with details and presenting a picturesque mosaic of life, at times falls prey to monotony and boredom. The darkness and the inner conflict sometimes weigh too much upon the mind and soul. But thats what a good writer should be capable of and Ms Desai has been very successful in touching and stirring the depths of human emotion and thought. A very contemplative work and a must read for all connoisseurs of literature The novel is amazing in many ways. The picture of India drawn is intricate and fascinating. The characters are complex and the writing is simply stunning. However, the whole picture painted in this story leaves no room for hope, no room for joy, no room for even tiny bit of beauty.

The Navajo Code Talkers Essays -- History Navajo Indians Language Essa

The Navajo Code Talkers During the Pacific portion of World War II, increasingly frequent instances of broken codes plagued the United States Marine Corps. Because the Japanese had become adept code breakers, at one point a code based on a mathematical algorithm could not be considered secure for more than 24 hours. Desperate for an answer to the apparent problem, the Marines decided to implement a non-mathematical code; they turned to Philip Johnston's concept of using a coded Navajo language for transmissions. Although this idea had been successfully implemented during World War I using the Choctaw Indian's language, history generally credits Philip Johnston for the idea to use Navajos to transmit code across enemy lines. Philip recognized that people brought up without hearing Navajo spoken had no chance at all to decipher this unwritten, strangely syntactical, and guttural language (Navajo). Fortunately, Johnston was capable of developing this idea because his missionary father had raised him on the Navajo reservation. As a child, Johnston learned the Navajo language as he grew up along side his many Navajo friends (Lagerquist 19). With this knowledge of the language, Johnston was able to expand upon the idea of Native Americans transmitting messages in their own language in order to fool enemies who were monitoring transmissions. Not only did the Code Talkers transmit messages in Navajo, but the messages were also spoken in a code that Navajos themselves could not understand (Paul 7). This code actually proved vital to the success of the Allied efforts in World War II. Because the Code Talkers performed their duty expertly and efficiently, the Marines could count on both the ... ...ation Fund: 1975. McColm, George. "An Ungrateful Nation." American History. May 12 1999. <http://www.binary.net/edjolie/02972_text.html> Nash, Gerald. The American West Transformed. Bloomington: Indiana UP, 1985. "Navajo Code Talkers in World War II." May 12 1999. <http://www.history.navy.mil/faqs/faq61-2.htm> Paul, Doris A. The Navajo Code Talkers. Pittsburgh: Dorrance Publishing Co. Inc., 1973. Sanchez, George. "The People" A Study of the Navajo. Lawrence: Haskell Institute Print Shop, 1948. Shaffer, Mark. "Navajos Fighting for War medals, Highest Honor for Code Talkers." The Arizona Republic. May 12 1999. <http://web.lexis-nexis.com/universe/> Department of the Interior. You asked about the Navajo! Lawrence: Haskell Institute, 1961. Indian Affairs Bureau. The Navajo. Report of J.A. Krug, Secretary of the Interior. 1948.

Business, government and society Essay

Business, government and society – all 3 are inter-related with each other. Things remain unchanged for all companies. Robi is not different from that. Govt. is a system through which policies and rules are made and implemented for the society. Society is a network of human relation. Consumer of a product comes from the society and govt. is a part of total social system. Robi and other telephone operators company once decided that they will close the access of new company in the market. So they gave money to some powerful person of govt. So, now new comp can’t access in the telecom market. Robi’s consumer – who belongs to the society are confined in these old telecom companies. They are also disturbed over the government and Robi. That’s how Robi, govt. and society are inter-related. There are four models of BGS relationship: 1. Market Capitalism Model 3. Dominance Model 2. Dynamic Force Model 4. Stakeholders Model Robi stands in Dominance Model. Robi and other 4 companies are all of the telecom market. No new competitor can come here. Robi and other 4 companies with the help of government control the market. A company’s stakeholders are those who can affect and affected by the operations of that company. If it is done directly they are the internal stakeholders and if it is done indirectly they are the external stakeholders. Robi’s internal stakeholders are its Board of directors, Managers, Employees and all the people who have direct influence over the firm’s action. External stakeholders are Customer, Government, Potential buyers, Competitors etc. A Board of Directors of Robi can easily change its operations and if Robi losses he will be responsible for that. Robi changes its packages according to its customer choice, otherwise they will not use Robi. Business Environment of Robi: Every company has its own environment. There are two types of environment, external and internal. As the method Robi has the maximum control over its internal environment and has no or less control over its external environment. Now Robi needs to know the environment for its strategic planning and to create link with society. Its environment depends on their strength like technology, law, social responsibilities, government, and local competition over telecom business. Robi is a mobile operator in Bangladesh which concentrates on offering GSM communication services for private and corporate customer. Their intention is to promote the wireless lifestyle -the complete mobile society. And that is their mission. Their structure based on the services they provide like internet and mobile networks. And their resources are international server and national networking system through which their system process is running. Robi’s management includes their all employees, board of director, owners and key stakeholders etc. is maintaining the culture of this company. And these are inter-related to each other to make their internal environment. In the sense of environment, through better technologies than other telecom companies Robi try to attract more customers. Robi take care of all labor force and suppliers to create a link in society by abiding the government policy. And that’s there external environments. Robi is jointed with a foreign company. So we can assume that government has given them an entry to our market. And letting them doing business here. So it’s a governmental or political environment of this company. This company is profiting day by day. This money comes from us and that changes our economy. So they have clear connection with this economical issue which is their economical environment. Consumers of this company are enjoying cheap rates and good network. So, more people are finding attraction. The attitude and behavior is changing slightly. That is how the society is working for the company as its environment. The one most important part of this company is technology. Telecom companies are depended on technology. Good server and network is their main key to maximizing their profit. But technology changes very fast. So, the company has to keep pace with their technological environment. This company also obsessed with natural environment like bad weather, bad network. Business Power of Robi: Power is the force or strength that can change something. Business power is the Strength of business that can change a society. Robi made its sim card and call rate more cheep. So, more people are using Robi now. There are different types of business power and that do different changes. When Robi reduces its call rate, people talk more over telephone. Their expenses for telephone increase. This is creates economical change. Robi sponsors various cultural programs on various occasions. So, these programs are regaining its lost glory. Thus Robi makes cultural change. Robi is introducing new services like- mobile ticketing, 4G, internet services etc. through their technology. This technological power is making our life more easy. After the availability of mobile phone people talk so much over phone. Robi is changing our habit by giving special offers and talktimes. There are also various power inside Robi like – political power, positional power, coercive power, reward power etc.

Riath

Owen Marshall uses animal imagery of a camel to describe Mr Thorpe in the short story ‘Requiem in a Town House’. The use of this animal imagery through similes attracts and maintains the readers attention because it makes the reader sympathize for Mr Thorpe. The reader wants to read on to know why he is like an old camel, what has led to this and why he is viewed in this way. ‘Mr Thorpe stood helplessly by, like an old gaunt camel’, ‘like a camel whose wounded expression is above it all’. These examples of animal imagery from the text create an image of Mr Thorpe like an old camel.Camels are known to be large, awkward and slow moving, so the comparison to the elderly Mr Thorpe is a negative one. Camels are also often put on show at Zoos and such places where they live in small enclosures, much smaller than they are used to. The comparison to Mr Thorpe is demoralizing and dehumanizing to elderly people but also makes the reader feel compassion an d sympathy towards him as he is living in a small house much smaller than he is used to and is confined just like an old camel.The authors purpose was to accentuate the entrapment that Mr Thorpe feels in the town house. This draws the readers attention to how elderly people are treated in society, often put to the side and their opinions ignored, decreasing their value of life. Animal imagery is equally used in Disconnections to attract and maintain the reader’s interest through the alienation of old people, especially towards the elderly woman, the main character. The lady has just suffered from a stroke and the older she’s become her memory is fading. The doddery woman cannot support herself as she walks.Ever since the horrific stroke, she has become very sluggish. She is well aware of her family’s opinions of her welfare and it makes her feel self conscious about herself. The woman has to walk into a room where her family sits waiting for her to come in †Å"watch her inching her wayward leg forward, an awkward stick-clutching crab. † This metaphor illustrates how the old woman walks, awkward, and stiffly jointed like that of a crab. It also highlights her difficult daily struggle to do things that we take for granted in our own life.Animal imagery is extended throughout the text describing her movement being similar to that of a crab’s. â€Å" As I crab into the room. † Sue McCauley effectively uses animal imagery to highlight the many struggles that old people have to go through daily and how much we need to appreciate the ability we have compared to that of an elderly person. She raises the issue of alienation many elderly feel as they are excluded from society and their family no longer want to look after them, but only look down at them.Owen Marshall uses the symbolism of the couch to represent Mr Thorpe in the Town House. Symbolism of the couch is used to maintain the readers interest throughout the short tex t. â€Å"In the corner was a heavy couch that had been brought in from the farm, but wouldn't fit in the house. † Like Mr Thorpe the couch doesn't fit in the Town House; there is no place for it, the couch would get in the way just as Mr Thorpe does. â€Å"Mrs Thorpe developed the habit of sending her husband out to wait for the post. It stopped him from blocking doorways†¦ The couch is stored in the garage and is heavy solid and collects dust. Mr Thorpe ends up spending a majority of his time on the couch in his garage, instead of in his town house that his wife has forced upon him in his retirement: â€Å"as his despair deepened, he would go directly to the couch, and stretch out. † On the couch lies an army blanket and an embroidered cushion. The army blanket has been with Mr Thorpe through thick and thin. The couch is full of history and was beloved just like Mr Thorpe.Just like the couch, Mr Thorpe is useless you could say; he too does nothing but collects d ust. The garage is the only place where Mr Thorpe can feel like he isn't being crushed by the tacky Town House. â€Å"As his despair deepened he would go directly to the couch, and stretch out with his head on the old embroidered cushion. † By comparing Mr Thorpe to an old, lumpy couch this maintains interest for the reader drawing curiosity as to why the comparison is being made. The author’s purpose of using this symbol is to represent Mr Thorpe as an outcast from society.Mr Thorpe has been banished into the shadows of the Town House just like the couch is banished into the dark garage. Mr Thorpe represents everyone who feels outcast and just like another old piece of furniture in a modern Town House. McCauley, also uses the symbolism of the buttons in Disconnection as a technique to help attract and maintain the reader in highlighting the effects on how she is slowing losing her dreams on being able to look after herself and she is just yearning to live in her own h ouse.The symbolism of the buttons is helped to uncover how much the buttons mean to her and help her to stay in reality and retain her short memory. ‘The buttons are too small. Too small. They slither away from my fingers, from my clumsy finger and thumb.. ‘ The reader starts to see it’s not the buttons getting smaller, but that she is slowly starting to lose grip of her life and is starting to struggle with the simple things in life like doing up the buttons.The purpose is to show how she is losing control of her co-ordination, but not only that she is starting to lose control of her life, she has no voice and her family will be the ones that choose her future. The symbolism of the title also attracts and maintains reader. On so many levels, the reader sees how the narrator’s life is disconnected. Throughout the story we see that she is having disconnections with her family, her limbs, neurons and her memories.We learn that all she wants is her independenc e and freedom of her own home but when she gets the chance to say what she wants, her mind goes blank and she fails to make any real sense. â€Å"You were my babies’ I announce†¦. I realise I am making no sense†¦ They have no idea what I’m trying to say and even if I went on to explain they wouldn’t understand†. The reader sees that her last chance to get her only hope has been ineffective and she has lost grip of her life, and no one else will be able to have the time and care to be able to help her with her last wish.McCauley shows how the other characters in the story are aware that this not the right thing to be doing, but they are not giving her a choice they are ready to get on with their life. This method is effective as it is a strong way of attracting the reader to read on because they want to understand how old people are alienated from the rest of the world. The purpose is to show how old people in todays world really have no hope in getting their last wishes as the youth want to get on with their own life and don’t have the time to look after them anymore.

Ten Tips for Coding Excel VBA Macros

Ten Tips for Coding Excel VBA Macros Ten commonsense suggestions to make coding Excel VBA faster and easier. These tips are based on Excel 2010 (but they work in nearly all versions) and many were inspired by the OReilly book Excel 2010 - The Missing Manual by Matthew MacDonald. 1 - Always test your macros in a throwaway test spreadsheet, usually a copy of one that its designed to work with. Undo doesnt work with macros, so if you code a macro that folds, spindles, and mutilates your spreadsheet, youre outta luck unless you have followed this tip. 2 - Using shortcut keys can be dangerous because Excel doesn’t warn you if you choose a shortcut key that Excel is already using. If this happens, Excel uses the shortcut key for the macro, not the built-in shortcut key. Think about how surprised your boss will be when he loads your macro and then Ctrl-C adds a random number to half the cells in his spreadsheet. Matthew MacDonald makes this suggestion in Excel 2010 - The Missing Manual. Here are some common key combinations that you should never assign to macro shortcuts because people use them too frequently: CtrlS (Save)CtrlP (Print)CtrlO (Open)CtrlN (New)CtrlX (Exit)CtrlZ (Undo)CtrlY (Redo/Repeat)CtrlC (Copy)CtrlX (Cut)CtrlV (Paste) To avoid problems, always use CtrlShiftletter macro key combinations, because these combinations are much less common than the Ctrlletter shortcut keys. And if you’re in doubt, don’t assign a shortcut key when you create a new, untested macro. 3 - Cant remember Alt-F8 (the default macro shortcut)? Do the names mean nothing to you? Since Excel will make macros in any opened workbook available to every other workbook that’s currently open, the easy way is to build your own macro library with all of your macros in a separate workbook. Open that workbook along with your other spreadsheets. As Matthew puts it, Imagine you’re editing a workbook named SalesReport.xlsx, and you open another workbook named MyMacroCollection.xlsm, which contains a few useful macros. You can use the macros contained in MyMacroCollection.xlsm with SalesReport.xlsx without a hitch. Matthew says this design makes it easy to share and reuse macros across workbooks (and between different people). 4 - And consider adding buttons to link to the macros in the worksheet that contains your macro library. You can arrange the buttons in any functional groupings that make sense to you and add text to the worksheet to explain what they do. Youll never wonder what a cryptically named macro actually does again. 5 - Microsofts new macro security architecture has been improved a lot, but its even more convenient to tell Excel to trust the files in certain folders on your computer (or on other computers). Pick a specific folder on your hard drive as a trusted location. If you open a workbook stored in this location, it’s automatically trusted. 6 - When youre coding a macro, dont try to build cell selection into the macro. Instead, assume that the cells that the macro will use have been pre-selected. Its easy for you to drag the mouse over the cells to select them. Coding a macro that is flexible enough to do the same thing is likely to be full of bugs and hard to program. If you want to program anything, try to figure out how to write validation code to check whether an appropriate selection has been made in the macro instead. 7 - You might think that Excel runs a macro against the workbook that contains the macro code, but this isn’t always true. Excel runs the macro in the active workbook. Thats the workbook that you looked at most recently. As Matthew explains it, If you have two workbooks open and you use the Windows taskbar to switch to the second workbook, and then back to the Visual Basic editor, Excel runs the macro on the second workbook. 8 - Matthew suggests that, For easier macro coding, try to arrange your windows so you can see the Excel window and the Visual Basic editor window at the same time, side-by-side. But Excel wont do it, (Arrange All on the View menu only arranges the Workbooks. Visual Basic is considered a different application window by Excel.) But Windows will. In Vista, close all but the two you want to arrange and right-click the Taskbar; select Show Windows Side by Side. In Windows 7, use the Snap feature. (Search online for Windows 7 features Snap for instructions.) 9 - Matthews top tip: Many programmers find long walks on the beach or guzzling a jug of Mountain Dew a helpful way to clear their heads. And of course, the mother of all VBA tips: 10 - The first thing to try when you cant think of the statements or keywords you need in your program code is to turn on the macro recorder and do a bunch of operations that seem to be similar. Then examine the generated code. It wont always point you to the right thing, but it often does. At a minimum, it will give you a place to start looking. Source MacDonald, Matthew. Excel 2010: The Missing Manual. 1 edition, OReilly Media, July 4, 2010.

African Americans in World War I

African Americans in World War I Fifty years after the end of the Civil War, the nation’s 9.8 million African Americans held a tenuous place in society. Ninety percent of African Americans lived in the South, most trapped in low-wage occupations, their daily lives shaped by restrictive â€Å"Jim Crow† laws and threats of violence. But the start of World War I in the summer of 1914 opened up new opportunities and changed American life and culture forever. â€Å"Recognizing the the significance of World War I is essential to developing a full understanding of modern African-American history and the struggle for black freedom,† argues Chad Williams, Associate Professor of African Studies at Brandeis University.      The Great Migration While the United States wouldn’t enter the conflict until 1917, the war in Europe stimulated the U.S. economy almost from the start, setting off a 44-month long period of growth, particularly in manufacturing. At the same time, immigration from Europe fell sharply, reducing the white labor pool. Combined with a boll weevil infestation that devoured millions of dollars worth of cotton crops in 1915 and other factors, thousands of African Americans across the South decided to head North. This was the start of the â€Å"Great Migration,† of more than 7 million African-Americans over the next half-century. During the World War I period, an estimated 500,000 African Americans moved out of the South, most of them heading for the cities. Between 1910-1920, the African American population of New York City grew 66%; Chicago, 148%; Philadelphia, 500%; and Detroit, 611%. As in the South, they faced discrimination and segregation in both jobs and housing in their new homes. Women, in particular, were largely relegated to the same work as domestics and childcare workers as they had at home. In some cases, tension between whites and the newcomers turned violent, as in the deadly East St Louis riots of 1917. Close Ranks African American public opinion on America’s role in the war mirrored that of white Americans: first they didn’t want to get involved in a European conflict, the quickly changing course in late 1916. When President Woodrow Wilson stood before Congress to ask for a formal declaration of war on April 2, 1917, his assertion that the world â€Å"must be made safe for democracy† resonated with African American communities as an opportunity to fight for their civil rights within the U.S. as part of a broader crusade to secure democracy for Europe. â€Å"Let us have a real democracy for the United States,† said an editorial in the Baltimore Afro-American, â€Å"and then we can advise a house-cleaning on the other side of the water.†    Some African American newspapers held that blacks shouldn’t participate in the war effort because of rampant American inequality. On the other end of the spectrum, W.E.B. DuBois wrote a powerful editorial for the NAACP’s paper, The Crisis. â€Å"Let us not hesitate. Let us, while this war lasts, forget our special grievances and close our ranks shoulder to shoulder with our own white fellow citizens and the allied nations that are fighting for democracy.†    Over There Most young African American men were ready and willing to prove their patriotism and their mettle. Over 1 million registered for the draft, of which 370,000 were selected for service, and more than 200,000 were shipped off to Europe. From the beginning, there were disparities in how African American servicemen were treated. They were drafted at a higher percentage. In 1917, local draft boards inducted 52% of black candidates and 32% of white candidates. Despite a push by African American leaders for integrated units, black troops remained segregated, and the vast majority of these new soldiers were used for support and labor, rather than combat. While many young soldiers were probably disappointed to spend the war as truck drivers, stevedores, and laborers, their work was vital to the American effort. The War Department did agree to train 1,200 black officers at a special camp in Des Moines, Iowa and a total of 1,350 African American officers were commissioned during the War. In the face of public pressure, the Army created two all-black combat units, the 92nd and 93rd Divisions. The 92nd Division became mired in a racial politics and other white divisions spread rumors that damaged its reputation and limited its opportunities to fight. The 93rd, however, was put under French control and didn’t suffer the same indignities. They performed well on the battlefields, with the 369th- dubbed the â€Å"Harlem Hellfighters†- winning praise for their fierce resistance to the enemy.    African American troops fought at Champagne-Marne, Meuse-Argonne, Belleau Woods, Chateau-Thierry, and other major operations. The 92nd and 93rd sustained over 5,000 casualties, including 1,000 soldiers killed in action. The 93rd included two Medal of Honor recipients, 75 Distinguished Service crosses, and 527 French â€Å"Croix du Guerre† medals. Red Summer If African American soldiers expected white gratitude for their service, they were quickly disappointed. Combined with labor unrest and paranoia over Russian-style â€Å"Bolshevism,† the fear that black soldiers had been â€Å"radicalized† overseas contributed to the bloody â€Å"Red Summer† of 1919. Deadly race riots broke out in 26 cities across the country, killing hundred. At least 88 black men were lynched in 1919- 11 of them newly-returned soldiers., some still in uniform. But World War I also inspired fresh resolve among African Americans to keeping working towards a racially-inclusive America that truly lived up to its claim to be the light of Democracy in the modern world. A new generation of leaders was born from the ideas and principles of their urban peers and exposure to France’s more equal view of race, and their work would help lay the groundwork for the Civil Rights movement later in the 20th Century.

ESL Examples of Verbs Expressing Sounds

ESL Examples of Verbs Expressing Sounds The following verbs are used to express different types of sounds. Many of these words are onomatopoeia. Onomatopoeia are words that intimate the sounds they express. A good example is the verb sizzle. Sizzle is the sound that bacon makes as it is frying in the pan. Sound Verbs Buzz -Â  Bees buzz as they fly about collecting pollen.Hum -Â  I like to hum as I do the cleaning around the house.Boo -Â  The crowd booed the politician to show their displeasure.Howl -Â  Sarah howled in pain when she stubbed her toe on the door.Whimper -Â  The dog whimpered because it missed its owner.Crunch -Â  The icy snow crunched underneath my feet as I walked across the field.Whoosh -Â  The air left the tire with a great whoosh.Screech -Â  The crow screeched in the distance when it saw the people approaching.Whir -Â  The computer whirred as it processed the data.Grind -Â  Dont grind your teeth! Youll wear them down.Gurgle -Â  I could hear the small brook gurgling in the background.Chirp -Â  The little songbird chirped happily from the bush.Rattle -Â  The broken part rattled inside the gadget.Neigh -Â  The horse neighed as it came to a stop.Squeak -Â  The little mouse squeaked as it looked for food throughout the house.Splash -Â  Tom splashed loudly when he jump ed into the swimming pool.Ping -Â  The modem pinged as it connected to the network. Puff -Â  I stood puffing hard after the two-mile run.Clatter -Â  The dishes clattered in the kitchen while he cleaned up after dinner.Thud -Â  The book dropped onto the floor with a loud thud.Moo -Â  The cow mooed loudly as it tried to scare the men walking through the field.Tinkle -Â  The crystal glass tinkled lightly when I toasted with my wife.Clang -Â  Could you please be quiet? Youre clanging those pots and pans and its driving me crazy!Hiss -Â  The snake hissed at the hiker to warn him away.

Hedging Oil Consumption Essay Example | Topics and Well Written Essays - 1500 words

Hedging Oil Consumption - Essay Example There are other inherent risks associated with business such as currency fluctuations, volatility of crude oil prices and so on. In order to reduce exposure to volatility in the market, many participants prefer hedging strategies using derivatives. A derivative is a financial instrument which derives its value from the underlying asset. One of the hedging strategies alternatives that are available to the market participants is by using futures derivative. The main purpose of futures markets is to minimise uncertainty in transactions and hence reduce risk. The basic objective of futures market is to hedge the associated risk by taking such a position so as to neutralize possibility of risk as far practicable. A futures contact is a standard contract between two market participants to buy or sell a specific asset of standard quality, quantity for a given price agreed upon on the date of contract (also known as strike price) with payment and delivery occurring at maturity date. The cont racts are standard in the sense that quantity, quality, price, strike price, delivery date, initial margin, marking to market, etc. are done via intermediary and not directly negotiated between parties involved in transaction. Hence, the refinery may enter into futures contract with its customers giving them the opportunity to purchase oil at current prices at a later date in future. In this way even if the prices of oil rises in future, the refinery would not require to pass on the higher costs to their customers (CME, 2006, pp.49-53). After discussing the concept of futures, it is now important to illustrate how futures might help the US Gulf refinery to hedge risk. There are two different methods of hedging namely short hedge and long hedge. A short hedge is suitable when the hedger owns the asset (as in this case) and expects it to sell at some time in future. Thus, the oil refinery may take short position in futures contract. A long hedge on the other hand involves taking the l ong position (buy at later date). This strategy is suitable when the hedger (in this case customer) knows that it will have to purchase a particular asset in future but would like to purchase at current price. In both the strategies payment and deliver occurs at maturity of contact which is usually three months. To further illustrate these strategies in details, consider the following example: Assuming that on June 13 (present) the oil refinery has taken a short position by negotiating a contract to sell 1 million barrels of crude oil. It is also agreed that the price applicable in the contract will be on the market price of September 13. So, for each 1% rise, the producer will gain $10,000 and similarly for each 1% decline in price refinery will lose $10,000. The standard futures contract on CME platform is 1,000 US barrels (or 42,000 gallons), hence the company can hedge exposure by shorting 1,000 September futures contracts. If the last trading close price was $90 per barrel, str ike price is $85 and assuming that price per barrel in September is actually $80, then per barrel gain of the oil refinery would be $5 (since, $85 - $80). This means the total gains for entire contract would be $5000 ($5 x 1000). Using the above example the long hedge strategy can be explained as

Assessment Performa Essay Example | Topics and Well Written Essays - 500 words

Assessment Performa - Essay Example The paragraph surrounding that diagram looks a little sloppy; it should perhaps have been on the left side. But that does not at all weaken the context of your paper. The paper had a good format and was very well written; there were a few times when the sentences were a bit long and confusing. (i.e. from Permeability: "A study by Mason et al. (1997) of the correlation of the relative size of the fine sand fraction and reduction of permeability of a mixed beach showed that a medium sand content of 20% reduced the permeability of the shingle by 65% by filling the voids between the coarser particles.") A well researched and informative paper. It addresses the topic of shoreline evolution's review. The chart provided concise yet qualitative data. It was well formatted as well: the subtitles narrowed and focused the paper to its objective. However, the paper had some indented paragraphs and some paragraphs were without proper indention. This weakened the look and appeal of the paper overall. It should be taken into consideration that a paper should flow well so the reader can follow well with the structure of the paper. What made up for that was the attractive, yet informative, diagram of the Coastal Evolution Model. The information, abstract, conclusion and references were all very well maintained.

Case Brief Essay Example | Topics and Well Written Essays - 500 words - 1

Case Brief - Essay Example Mr. Brown filed in 1951 in United Sates district court. The education board based their decision to establish separate learning institutions on Plessy v. Ferguson, 163 U.S. 537 (1896), in which the Supreme Court judge ruling allowed separate learning institutes to be established for white and for black children (Orlik, 2010). However, the bench did not make it mandatory for districts to form establish separate institutions, though district education board decided to establish separate institutions. The parents felt that their children were denied the opportunity to interact with their colleagues and therefore, they felt they were being treated with inferiority. This was against the Fourteenth Amendment Equal Protection Clause, which granted all the Americans legal safety regardless of their background. The civil right movement arose to fight for equal rights of all Americans which pushed the matter to the court. The case was presented to district court and the plaintiff claimant challenged the Topeka District Education Board for treating the Black-American children unfairly (Orlik, 2010). The plaintiff affirmed that having separate learning institution for black and white people offered an opportunity for the black children to be denied access to superior housing facilities, inferior services and mistreatment. In making the ruling, the bar question whether establishing different learning institutions for black and white children amounted to injustice. The other issue was whether this deprived the black Americans their legal security offered by fourteenth Amendment Equal Protection Clause. The ruling by the court was that although learning institutions offered similar training, housing and transportation facilities, having different institutions for white and black children was unfair because it had emotional damages to Black American children (Orlik, 2010). They declared that the decision by the Supreme Court in 1986 was alright and

Advanced emergency care - a critical evaluation Essay

Advanced emergency care - a critical evaluation - Essay Example ribed by Kouwenhoven et al as a means to resuscitate hearts that stopped beating, the intent was to use the procedure for sudden unexpected cardiac arrests in patients who were otherwise in good physiological condition. Kouwenhovens method of closed-chest cardiac compression improved the outcome of cardiopulmonary resuscitation (CPR) dramatically. In his first report of 20 patients undergoing CPR, Kouwenhoven had a 70% success rate (survival up to discharge). During the 40 years since the introduction of modern cardio-pulmonary resuscitation (CPR), there have been many advances in the field of emergency cardiovascular care (ECC). Contrary to Kouwenhoven’s report, recent research has shown that people who experience traumatic cardiac arrest rarely survive outside the hospital. If the person has suffered blunt trauma, cardiac arrest prior to reaching the hospital carries a 99% mortality rate in spite of ongoing efforts at resuscitation after arrival at the hospital(Perina, 2005) . Approximately 1% to 6% of patients suffering out-of-hospital cardiac arrest ultimately survive the event, and although survival rates are somewhat better for in-hospital arrest patients, a recent comprehensive report observed that only 17% of these patients were discharged alive( Engdahl J,2002) Unsatisfactory results of cardiopulmonary resuscitation procedures have for the most part attributed to its indiscriminate use. Various individual factors interfere with recovery from cardiopulmonary arrest. Despite the fact that the prediction of an individual outcome of such resuscitation is of great medical, ethical, and socio-economic interest, doubts about the decision whether or not to resuscitate a given patient, as well as about the consequences of either attitude, persist (Rogov, 1995). This decision should not be made only at the moment of cardiopulmonary arrest, but should also take the previous medical condition of the patient into account (Landry, 1992). Cardiopulmonary

David by Donatello, Michelangelo, Bemini Essay Example | Topics and Well Written Essays - 1250 words

David by Donatello, Michelangelo, Bemini - Essay Example As the increasing pursuit for artistic excellence vividly reflects in the exquisite creations of Donatello and Michelangelo, their contemporaries were equivalently inspired to develop art forms according to the Greek and Roman concepts and this trend of innovative craftsmanship has carried on to influence even the works of Baroque sculptors like Bernini and those of the current modern artists alike. Religious themes had been immensely prevalent in the Renaissance art and David, a prominent biblical figure, became one of the famous subjects which distinguished the style and professional insights of one artist from the other as depicted in the masterpieces of Donatello, Michelangelo, and Bernini. Based on the momentous event marked by God’s will, the subject pertains to an Israelite shepherd boy who accepts the challenge and obtains triumph over the once was invincible Goliath of the Philistines. In each artist, there emerged a response of imagining how the image of David and th e projection of his heroic character may be brought to a three-dimensional interpretation that highly captures a substantial depth of detailing his major act of faith. The marble statue of David which served Donatello his first commission of the subject is apparently one that radiates naturalism in part as David’s curious look in the face seems to scrutinize the enemy at the onset of the fight. After defeat of the enemy, however, such facial expression liberates a new meaning quite transcendental, which is of Gothic effect that dissolves the initial attitude into a degree of general unaware countenance. A view of David that occurs detached from struggling emotion of having fought the gigantic adversary entails perpetual sense of conquest. Certain scholars have assumed this to be a subtle if not a humble fashion of exposing the pride and any premeditated confidence of vanquishing the enemy. When Donatello proceeded to come up with the bronze case of David in ca. 1440s, the scu lpture took on a significantly different approach from the marble pattern. Being the first freestanding nude male sculpture portraying an uncircumcised David bearing Goliath’s sword, the bronze statue wears an enigmatic smile besides the controversial effeminate positure. Commissioned by the Medici family for their palace in Florence, Donatello chose to sculpt David with a slight bend in his waist and one of his hands placed on his hip. The contrapposto pose was thought to be feminine; especially for a young man that just decapitated a giant like Goliath. David also had a look on his face that symbolized his youthful joy of his great accomplishment (Sayre 556). Both the laurelled top hat and boots add to the frail or fetish look that partly deprives it of the expected manly appearance which is rather plain to see in the crafts of Bernini and Michelangelo. Though it does not depart from the Greek idea of nakedness under contrapposto, the biblical essence is only slightly manif est in the bronze structure whereby the characteristic theme of the subject is less inclined to be prophetic than political. With the redundant appearance of a stone in David's sling and Goliath's forehead, Olszewski proposes that Donatello's use of the same stone twice indicates that David holds the loaded sling in the present tense while envisioning the stone's future placement in Goliath's head below. He further notes that this is in accordance to the scriptural account in which David responds to the Philistine giant in the future tense as he foretells what he is about to do to him (Olszewski, 1997). It was not until the 15th century, according to a review by L. Morelli, that idealized human figures

Fleet planing (AVIATION) Assignment Example | Topics and Well Written Essays - 2500 words

Fleet planing (AVIATION) - Assignment Example It is imperative to note that the long- haul journey of fleet replacement by the New American Airways started back in 2009, when the company ordered 84 next- generation Boeing 737-800s. More over, it ordered 35 airbus A320 family aircraft from the long- time Boeing customer, which were to be delivered in 2011.The fleet replacement was intended to reduce the use of the MD80 aircraft, which were expensive in fuel consumption. This study establishes that, the new fleet replacement from the Boeing added up 35% reduction in fuel consumption on a seat mile. It is noteworthy that, the Boeing 737-800s is the epicenter of the airline’s long-haul fleet; it has with nearly 100 examples in service (New American Airways, 2009). The magnitude of operations makes the American Airways the leading operator in the world. Although the American airways operate a large Boeing fleet, it operates aircrafts from other manufacturers. The following analysis indicates the British American Airways fleet in 2011 (British American Airways, 2012). Look at the forecasts on the Boeing and Airbus web sites and any other sources you think useful. Interpolate the forecasts, as necessary, for the years to 2016 and adjust them by your own calculations and judgment. Explain why you have chosen the growth rates you use. The Market for Large Commercial Jet Transports released by the Forecast Internationals projects that 14,655 large commercial airliners will be produced in the 10-year within the period from 2012 to 2021 (Ottaway, Susan & Ian, 2007). The market research based at Connecticut approximates the value of this fabrication at $2.04 trillion in constant 2012 U.S. dollars. It is notable that, the two leading manufacturers in the market, Airbus and Boeing, are implementing production increases. They are taking into consideration ancillary increases for the future. However, establishing

David by Donatello, Michelangelo, Bemini Essay Example | Topics and Well Written Essays - 1250 words

David by Donatello, Michelangelo, Bemini - Essay Example As the increasing pursuit for artistic excellence vividly reflects in the exquisite creations of Donatello and Michelangelo, their contemporaries were equivalently inspired to develop art forms according to the Greek and Roman concepts and this trend of innovative craftsmanship has carried on to influence even the works of Baroque sculptors like Bernini and those of the current modern artists alike. Religious themes had been immensely prevalent in the Renaissance art and David, a prominent biblical figure, became one of the famous subjects which distinguished the style and professional insights of one artist from the other as depicted in the masterpieces of Donatello, Michelangelo, and Bernini. Based on the momentous event marked by God’s will, the subject pertains to an Israelite shepherd boy who accepts the challenge and obtains triumph over the once was invincible Goliath of the Philistines. In each artist, there emerged a response of imagining how the image of David and th e projection of his heroic character may be brought to a three-dimensional interpretation that highly captures a substantial depth of detailing his major act of faith. The marble statue of David which served Donatello his first commission of the subject is apparently one that radiates naturalism in part as David’s curious look in the face seems to scrutinize the enemy at the onset of the fight. After defeat of the enemy, however, such facial expression liberates a new meaning quite transcendental, which is of Gothic effect that dissolves the initial attitude into a degree of general unaware countenance. A view of David that occurs detached from struggling emotion of having fought the gigantic adversary entails perpetual sense of conquest. Certain scholars have assumed this to be a subtle if not a humble fashion of exposing the pride and any premeditated confidence of vanquishing the enemy. When Donatello proceeded to come up with the bronze case of David in ca. 1440s, the scu lpture took on a significantly different approach from the marble pattern. Being the first freestanding nude male sculpture portraying an uncircumcised David bearing Goliath’s sword, the bronze statue wears an enigmatic smile besides the controversial effeminate positure. Commissioned by the Medici family for their palace in Florence, Donatello chose to sculpt David with a slight bend in his waist and one of his hands placed on his hip. The contrapposto pose was thought to be feminine; especially for a young man that just decapitated a giant like Goliath. David also had a look on his face that symbolized his youthful joy of his great accomplishment (Sayre 556). Both the laurelled top hat and boots add to the frail or fetish look that partly deprives it of the expected manly appearance which is rather plain to see in the crafts of Bernini and Michelangelo. Though it does not depart from the Greek idea of nakedness under contrapposto, the biblical essence is only slightly manif est in the bronze structure whereby the characteristic theme of the subject is less inclined to be prophetic than political. With the redundant appearance of a stone in David's sling and Goliath's forehead, Olszewski proposes that Donatello's use of the same stone twice indicates that David holds the loaded sling in the present tense while envisioning the stone's future placement in Goliath's head below. He further notes that this is in accordance to the scriptural account in which David responds to the Philistine giant in the future tense as he foretells what he is about to do to him (Olszewski, 1997). It was not until the 15th century, according to a review by L. Morelli, that idealized human figures

Federal emergency management agency (FEMA) Term Paper

Federal emergency management agency (FEMA) - Term Paper Example The FEMA also secures state and local governments with the resources and the expertise in specific areas where help is needed (FEMA, 2012a). They also provide funds for rebuilding; and release funds for infrastructure relief by allowing affected individuals to secure low interest loans. This agency also secures funds for the training of emergency response personnel within the US and other territories (FEMA, 2012a). The FEMA’s mission is to support citizens and â€Å"first responders to ensure that as a nation we work together to build, sustain, and improve our capability to prepare for, protect against, respond to, recover from and mitigate all hazards† (FEMA, 2012b). The goals of the FEMA include the preparation of communities for emergencies. In effect, it secures resources to improve the capacity of federal, state, and local government agencies in order to secure best practice and secure grants for local communities (Malcolm, 2012). Another goal of the FEMA is to mit igate the damage caused by disasters. These mitigation goals come about before and after disasters occur; this is when risk management is carried out before disasters and grants are offered for affected individuals in order to mitigate the impact of such disasters (Malcolm, 2012). Another goal is to protect communities from external threats and more importantly to respond to disasters and emergencies. Supporting recovery in communities impacted by disaster is also a significant goal for the FEMA (Malcolm, 2012). The objectives of this organization include the securing the participation of agency employees for the renewal process; emphasizing mitigation as a means of reducing the risks to people, property and communities of disasters; securing a culture of assistance among citizens by ensuring national emergency management partnerships; establishing an all-hazards resource in emergency management; maintaining close relationships with federal agencies in most areas of emergency manage ment; establishing flexibility in the state and local emergency management programs; securing a quick and effective administration in assistance claims; and establishing means by which the efficacy of the FEMA programs can be assessed (FEMA, 2012c). The structure of the FEMA leadership is primarily lodged with the President of the United States from whom main orders for the mobilization of the organization resides (FEMA, 2012d). The FEMA is headed by an administrator, assisted by a deputy administrator and the chief of staff. Staff members would include the directors for the following offices: Executive Secretariat, and the Office of the National Advisory Council. The Chief Counsel would also form part of the administrative staff, including the senior advisor to the Secretary for Emergency Management and the Deputy Administrator of the office for Protection and National Preparedness (FEMA, 2012d). Under the Protection and National Preparedness office are the following assistant dire ctors in specific areas: national preparedness, grant programs, national continuity programs, and the Office of National Capital Region Coordination. The Administrator for the US Fire Administration would also form an office under the FEMA administration (FEMA, 2012d). An associate administrator for t

Effect of Branding on the Consumer

Effect of Branding on the Consumer Branding: How It Inspires People To Purchase A Particular Brand Abstract This research is done with the suitable research methods to describe how the people attempt to match their characteristics with a particular brand. A firm or company’s primary target is to make and preserve customers. They use various plans which include several research methods in order to discover the best way to make profits. For the companies, the saying, consumer is god, is crucial for a successful their business. Observing the customer’s purchasing behaviour is the initial step in the direction of successful understanding of customers. Branding is a crucial marketing strategy which inspires customer’s viewpoint and purchasing behaviour every time. Understanding customer buying behaviours will give marketers a close look into how significance for the marketers is to know the basic association the consumer has with the brand. So, for this reason, the research splits these issues into number of dimensions to consider that there is any connection between consum er purchasing behaviour. In other words, it permits one to see if branding can actually inspire consumer purchasing process. The research concentrates on the individual purchasing behaviour and branding associations. The sample is collected from the United Kingdom to overlook the culture impact and moreover to get rid of racial, religion and geographic issue for suitable sampling. The importance of this research is to explain how branding have an effect on different buyers behaviours build upon four kinds of complicated purchasing behaviour, conflict-reducing purchasing behaviour, habitual purchasing behaviour, and variety-seeking purchasing behaviour that are further talked about in this paper. By assessing commodity products, investigation of different approaches from these different consumer purchasing behaviour groups towards brand effects is done. The findings showed in the end reveals a strong positive association that can guide companies to concentrate more on strategies of branding according to the customers purchasing attitude towards branding. Introduction Today, in this fast moving environment, marketing depends upon the consumer’s behaviour and response to the product, price, promotion, place, physical layout, process and people (Gronroos, 1997; Kotler and et al., 1999; Egan, 2002) because today marketing is more consumers oriented than never before and due to the increasing value of service sector. For the development and survival of a firm, it requires exact facts about customers like their approach of buying, what they purchase, from which place they purchase and most essentially quantity they buy. Marketing has accepted the behavioural sciences basically sociology and social psychology to study and understand the process of consumer behaviour and decision making. While doing this, marketers are able to get explanations and forecasts build on these disciplines to figure their market offerings. To the extent that marketers are investigating the consumers psychological background in order to their establish factors that affect consumer choice in terms of cognition, perception, learning and attitude – all of which affect his buyer behaviour. A current day market trend has been the increasing similarity of products with little real functional difference between competing products. This is primarily due to intensive competitive rivalry and the existence of efficient production, transport, communication and financial systems. Under such circumstances technological innovations are quite quickly imitated by competitors and can no longer offer previous levels of sustainable competitive advantage and product differentiation (Levitt, 1983; Gronroos, 1997; Kotler, 2000). Therefore a significant feature of contemporary marketing research and practice concerns the emergence of brands as key organisational assets and a major issue in product strategy (Kotler, 2000). Firms have pla ced a heavy emphasis on adding symbolic values associated with brand names as the basis for product differentiation. The winner will eventually be the one whose strategy entails a mix conducive to the customers purchase behaviour, while doing so more effectively than its competitors. Objective Of The Study The primary goal of this research is to display branding value, functions and most important thing, its part in the consumer buying decision. This research examines the process and attributes that direct towards the customers’ evaluation of brands. This research will concentrate on the assessment of questionnaires filled by the public. Other objectives are like explanation of how the present customers attempts to match the individual identity with the identity that they relate to the brand, to prove that is there any correlation between individual purchasing behaviour and branding, and to evaluate how branding have an effect on different purchaser behaviours. Literature Review This study provides a foundation for the value and uses of branding as a vital marketing activity having an important impact on the consumer purchase decision. This research relates to a basic theory which has yet to be verified which says that as the difference among similar available products in the market is reducing, the chances that customers will buy through extrinsic signals, i.e. brand name associations is rising (Murphy, 1992). So, as customers’ ability to distinguish same kind of product declines, it is likely that the awareness of familiarity of a particular brand will push them to buy their particular choice of brand. Branding Let us define a ‘product’ before defining a brand, according to Baker (2000) a product is like anything that meets the needs of consumers. He says that it is the ability of the product to meet these needs that gives it value. The needs or problems can be psychological, economic or functional. In a competitive environment there are several companies offering opponent products that meet the customer’s needs. It is important to consider the fact that the brand can also allow companies to overcome the need to compete at a functional level, and can be used to help a company to compete on any level it is by applying its main capabilities (Hamel and Prahalad, 1994). It is the brand that distinguishes and identifies their offerings (Levitt, 1983). Like, most valuable possession is its brand name. They may be referred to as invisible assets of a lot of corporations around the world. Branding at present is increasingly concerned with bringing together and maintaining a mix of values, both tangible as well as intangible, which are relevant to the consumers and which properly differentiate one’s brand from that of another (Muehling and Laczniak, 1991; Hankinson and Cowking, 1993; Kapferer, 1995; Kotler et al., 1999). There are many tools other then the brand name to distinguish products and invest them with personality. Leading among them are advertising, promotion and packaging, other ways to differentiate from the competition may be product formulation, delivery systems, sizes, colour, smell, shape and so on. On the other hand, all these elements are put together with an appropriate and protected name with which the primary attributes of the product or service ultimately reside give the product its brand identity. This combination of messages within the structure of a brand name is a foundation to the development of brand personality (Graham, 2001; Holt, 2002). From the consumers point of view, brand names are as important as the product itsel f in the sense they make purchasing process easier, guarantee quality and at times form as a basis of self-expression. As said by Kotler (1997), any company can produce cold drinks, but only Pepsi Co. can produce 7UP. Talking about branding purpose and benefits, branding facilitates and makes the customers selection process more effective, people are loaded with lots of decisions in their day to day lives, and they are flooded with limitless products and messages contesting for attention. People look for shortcuts to make the decisions easier, a shorter way is to depend on habit, this shows of purchasing products that have shown good results in the past. This is in particular a case of less involvement purchases. This is further shown by a model of habitual buying behaviour (Assael, 1993), stating that reasonable past consumption behaviour leads to benefit association, which is a idea means the tendency of the consumer to relate the positive rewards to a particular brand, this relation between positive rewards towards a certain brand restricts the customers need for looking information and strengthen the likelihood that the identification of a need will lead the customer to straight buy a particul ar brand. And from the retailer’s point of view, branding can help differentiation. According to (Adcock. et al., 1998), differentiation is an action of modelling a set of meaningful differences to differentiate the companys offering from the opponent’s offerings. Competition with fast pace can follow development in technology and product formulation. An opponent will quickly able to make a replica, example, a cigarette brand, though they will not be able to copy the personality that use the brand name, like Marlboro. Porter (1980) says that differentiation is a source of competitive advantage. Using a differential advantage companies are in a position to distinguish their offer from competitors in the same segment. According to Porter (1980), the main need for gaining a competitive advantage is by creating such differentiation. Differentiation, in this case, refers to a company’s ability to be exclusive in its product sold and service offered. This individuality must be of a value to the consumer and can thus be sold at a premium over its competitor’s price. The more valuable this exclusivity is, the higher the differentiation, leading to the higher premium. Differentiation however comes with a cost, so for differentiation to have a competitive advantage, the cost of differentiating must be significantly lower than the premium earned. Therefore, in the perfect market with perfect competition, this premium allows the company to make a higher profit margin than its competitors. In a market segment with no differential advantage held by anyone, consumers might opt purely on the basis of price, and perfect competition which confirms that profits are pushed to zero (Porter, 1980; Foxall and Goldsmith, 1994; Baker, 2000). The differential advantage above can be gained by obtaining any element of the marketing mix. But studies have shown that the best possible plan is to focus on brand differentiation, rather than cost and price as a way of building profitability and growth (East, 1997; Diaz de Rada, 1998; Fankel, 2002). The Significance of Brand Loyalty According to (Meenaghan, 1995; Quester and Smart, 1998), branding can be related to the increasing value of brand loyalty. Loyalty can be termed as a total commitment towards a particular brand. Building loyalty depends on satisfying the needs of the consumers better than other opponents (Oliver, 1999) and the stage of loyalty that can be reached depends on the aimed consumers. According to (Quester and Smart, 1998), people all over the globe develop irrational connection with different products. Though (Levitt, 1983), came with the structure to understand how booming brands are made and claimed that consumers are not irrational to select them. The core of all brands consists of key product attributes, which allow the consumers to distinguish the product, as an answer to their needs; the attributes describe the products performance and usefulness. Adjoining this main product there is a group of attributes that enable the consumer to distinguish the product from other products of different brands. These characteristics take the shape of the products appearance, design, packaging, and identification. If these attributes would not been there, the only differentiation would be based on its reasonable pricing. According to Doyle, the brand name permits for a sustainable differential advantage. In the end, it is the external shell of the product that has been described by Doyle as, whatever thing that possibly can be done to create customer inclination and loyalty (cited Baker, 2000). According to (Alreck and Settle, 1999,) marketer’s basic aim is to make good relationship with buyers, rather just selling. The core of a relationship is a powerful bond between the brand and the buyer. If successful there will be present a loyalty that keeps out the opponents. A strong brand name should have a consumer franchise that will develop when enough number of customers wants that brand and reject other alternatives, still if the price is less. A brand with a powerful consumer franchise is protected from competitors (Kotler and Cox, 1980; Cheratony, 1993; Cowley, 1996). The brand loyal customers, whether they purchase same brand every time which can be an act of trust, habit or outcome of less participation and product availability, the clear assumption is that they push high profits for the company. Thakor and Kohli (1996) says that it costs six times more to succeed over new buyers then to hold present ones, because of the fact that it results in more expenditure li nked to adverts, promotions and sales. So loyal consumers make brand equity the main asset underlying brand equity is buyers’ equity (Machleit, 1993; Kotler, 1999). It is vital to make loyalty and settled base of customers who are fixed and loyal purchasers of a brand, which negates change and churn from the company’s’ products. For every business it is costly to increase new customers and cheaper to keep present one. Therefore, a settled customer base has the customer acquisition investment mainly in its past (Gwinner and Eaton, 1999). Contemporary marketing recommends obtaining data about customers as much as possible, anywhere it is to widen the understanding of customer wants, standard of living, attitude and purchasing behaviour (Chisnall, 1995; Davis et al., 1996; Dun, 1997; Chevron, 1998). This allows a company to modify the brand offering, to shift from the usual to an unexpected level of service actually delighting the customer, make sure the future loyalty and commitment. Generally, a brand’s value to a company is mainly created by the customer loyalty it controls (Aaker, 1996). Brand Equity Brands might differ in terms of the amount of dominance they have in the market. Many brands are unfamiliar whereas others have great consumer awareness, and moreover some brands have a great amount of consumer brand inclination. A strong brand can be said to have great brand equity. This can be explained as a brand which enjoys great brand loyalty, awareness, powerful brand associations, perceive quality and other benefits like trademarks, exclusive rights and channel relationships (Chay, 1991). The idea behind brand equity relates to the importance of a brand, value to the marketer as well as the buyer. With the marketers’ viewpoint, brand equity is a big market share therefore better cash flows and profit. From the consumer viewpoint, brand equity relates to a powerful positive brand attitude through a promising assessment of the brand, which is build upon consistent meanings and values that are simply accessible in the buyers’ memory (Lewis, 1993; Keller, 1998). With substantial effort has been put in measuring and defining the concept of brand equity there has been limited empirical research aimed at understanding the importance of the brand name associations in product differentiation (Aaker, 1991). One of the main objectives of Marketing is to get the products offered in a particular category to be distinct. Muehling, Stoltman and Mishra (1989), have found consumers to be less brand loyal, more price sensitive and less receptive to marketplace information in the absence of perceived differences between the alternatives. Brand Image Marketers understand that brands summon up symbolic pictures which are more significant to success of a product than its real natural characteristics (Meenaghan, 1995; Feltham, 1998). For products which are recognized with a brand, Davis (1995) has performed a research by splitting the customer assessment in two factors. Assessment which is linked to product characteristics (tangible) and assessment linked to the brand name (intangible). The consumers power to assess the performance abilities of the product and view about its value for money, usage effectiveness, reliability and availability develops the inherent advantage of the product, matching to product’s characteristics. The external benefits are at the emotional stage where, the symbolic assessment of the brand is taken into account. Here consumers make use of their personal reasons normally matching the brand name related attributes. With the growing variety of standardized products, consumers give more importance to t he image of products to make the assessment of different options easier. Meenaghan (1995) tells that consumers display an inclination towards symbolic rather than purely functional features of products. Therefore, they usually ask for social reliability and loyalty from firms and, in general, symbolic associations have their origin mostly in brand name perception instead of product perception (Meenaghan, 1995). Marketers have tried to employ behavioural theories to clarify and recognize useful relations involving consumer’s personality and their buying behaviour. Kamakura and Russell (1993) have spotted such theory stating that individuals have a definite self-image build on who they believe they are ideal self-concept build on who they believe they would like to be. Howard and Sheth (1969) have explained self-image as an individual thoughts and feelings about their own selves in relation to other objects in a socially determined frame of reference. By self-concept or self-image model, individuals will perform in a way that sustain and improve thei r self-image. One way is through the products they buy and use. The Effect of Branding on Consumer Purchase Behaviour The function of brand values is highlighted in the literature above, and in particular the significance of the brand to get distinctive benefit has been documented in depth. The reason behind the study to understand the consumer purchasing behaviour in light of the literature discussed so far. In order to do this consumer decision-making models will be organized. The hypothesis will be assumed as the derivation of the tests that will be conducted in the primary research. Marketing and ecological stimuli penetrate the buyer’s perception, the definition of consumer buying behaviour can be comprehended as buyer’s purchasing decision process. Four types of consumer buying behaviours, based on the degree of buyer contribution and the degree of differences among brands (Kotler, 2000). These four types are complex buying behaviour, habitual buying behaviour, variety-seeking buying behaviour, and dissonance-reducing buying behaviour. In complex buying behaviour the consumer is aware of the brands and gets too involved in the buying by analysing the product thoroughly. The customer is highly involved in buying the product in dissonance-reducing behaviour but doesn’t get too involved in the brands. Some buying situations are characterised by low involvement but significant brand differences. Consumer’s often do a lot of brand switching for variety-seekers. They are only according to the information in advertisement and television. The buying process begins with brand beliefs in habitual buying behaviour. The brand plays most important role in consumers’ purchase decision to purchase a particular product from another. Various attributes that merge to make the consumer behaviour in particular fashion during his purchase decision but also inducing any pre-purchase and post purchase activities. As (Engle et al., 1995) has defined consumer behaviour as consisting all those acts of individuals which are directly involved in obtaining, using and disposing of economic goods and services, including the decision process that precede and determine these acts. It is important factor to consider that influence the consumers’ buyer behaviour and study wishes to incorporate the Howard-sheth model of decision making. The theory of the model is that buyer behaviour is in general component firm by how consumer thinks and develops in order. (Howard and Sheth, 1969). It supports the fact that cognitive decision making which eventually determine the choice of brand and purchasing decision. The brand impact motivate the buyer and changes the behaviour , perception, learning and attitude are examined in terms of how each is affected by this impact on branding. Perception Here brand perception is based on individual personal experience of their own beliefs, needs and values. People receive and understand the sensory from their five senses they are sight, hearing, smell, touch and taste) in their own ways. Engel at el have defined perception as â€Å" the process whereby stimuli are received and interpreted by the individual and translated into a response† (Foxall, 1980,p.29). Primarily the social and psychological meaning of a product gets conveyed by two factors which determine the idea of stimuli, also known as stimulus discrimination and stimulus generalisation. Stimulus discrimination the question that hits in mind is whether the consumer can actually discriminate between differences in stimuli. Consumers become conscious of brands through packages, advertisements, promotions, and word of mouth they may be involved at some point in decision making process. Once customers became aware of brands through learning their purchase decision are then guided by their perceptions of their brands formed from the information they get about the brands characteristics (Foxall and Goldsmith, 1994). The marketers will first provide the similar brands and provide same information about the product and they position better way and discriminate between characteristics of the brands. The marketing information which will discriminate based on the brand name information provided with and it will be derived from brand name or the perception of the brand. It has been concluded (kotler et al, 1999) that consumers depend on reputation of the brand name to believe t he quality of the product. Brand name is someone who creates the image and some cases provide perception of the quality in a product and that shows the involvement of low level buyers. The main part of brand impact where the customer experiences the service they provide and class they maintain it guide through the purchasing behaviour. Chernatony (1993) explained four factors that attract them to change a particular brand and to understand their provided framework of their successful brands . 1. Quality is the pre-eminent factor that through time can lead buyers to learn to trust a brand which leads to priority position in the evoked set and repeat purchasing activity. 2. Build superior service can not only endorse product quality, but also prove post purchase problem solving. For instance, digital camera consumers would select an international brand for its global service and technological support. 3. The most common means of building an outstanding brand is being the first into the mind consumer. It is much easier to build a strong brand in the consumer’s mind than in the market, characterised by the intense level of competition. 4. In building brands the principle is to invest in markets which are highly differential or where such differentiation can be created. Mostly, the differentiation is why the brand is different from others. Brand provides consumer with lower search costs for products internally and externally. Brand reduces the risk in product decisions and Keller (1998) identifies six types of risk in consumers view. 1. Functional risk- product expectations 2.physical risk- friendly user or not 3. Financial risk- product should fit in the budget and it should be worth 4. Psychological risk- the product affects the mental well-being of the user 6. Time risk- failure of the product leads to find the other product. Brands have a personally of their own which consumers want to associate with, would like to reflect their own behaviour or aspirations and want to have an experience with. A brand, therefore, adds value to a functional product providing it offers clear differentiation in the market in which it competes. â€Å"Branding is short, transforms the actual experience of using the product and thereby adds to its value (Chevron, 1998). Learning So far it has been highlighted how extrinsic cues of a product namely the brand name can affect the consumers perception. Learning refers to any change in behaviour that comes about as a result from past experience. Dodds (1991) refers to learning as changes in a consumer’s behaviour caused by information and experience. Consumers store information in their memory in the form of associations, which links the brand name of a product with a variety of other attributes of the brand, like its price, packaging, colour, size and benefits as well as how the consumer feels about it in terms of its quality and emotions it evokes. These associations are the ones that form the information base from where the consumer makes his ultimately decisions (Foxall and Goldsmith, 1994). Most of this information consumers have stored in their memory comes from the process of learning that is what they think, feel or know about brands. Conoway (1994), claims that the subjective personal meanings of psycho-social consequences are represented by consumers’ cognitive systems. Since these consequences are experienced by consumers they are likely to trigger responses such as emotions, feelings and evaluations. Learning will be examined as a result of the marketing efforts, in terms of how information from the external communication environment is registered with the consumers long term memory from where it is extracted and used during his purchasing decision and also examine the way learning takes place in the form of changes in the consumers behaviour as a result of experience. At its simplest form learning occurs when consumers are repeatedly exposed to information such as brand names, slogans and jingles. Through this forms of learning consumers may form a weakly held belief that a particular brand is desirable due to an advertisement where the spokesperson repeats this claim over and over again. On the other hand, learning vicariously occurs when a consumer imitates the behaviours of others. Bandure (1977) stated that vicarious learning describes the way in which a consumer learns pattern of behaviour by watching other behave and applying the same lessons to his/her life. Brand images are created through advertisements, marketers use celebrities and famous sportsmen for this purpose, as it are the case with major retailing brands of Sainsburys and ASDA or Nike and Puma. Advertisements conjure upon a image for the brand through the use of models living a certain lifestyle that might be in tune with the consumers aspirations this will allow for favourable information about the brand to be processes by the consumers learning process. For marketers the learning theory is one of significance and of practical importance, as it allows them to build up demand for their brands by associating them to strong drives, motivation cues and thereby enabling positive reinforcements. Attitude A person’s overall evaluation of a concept may be defined as his or her attitude (Carpernter and Nakamopto, 1989). Consumers’ attitudes towards brands are reflected by their tendency to evaluate brands in a consistently favourable or unfavourable fashion. While behaviour and attitude are related and each may uinfluene each other, it si not necessary for them to be entirely consistent (Briggs and Cheek, 1986). General logic claims that if a consumer prefers or favours a brand there is greater likelihood of him to purchase it. thereby a positive trend in consumers attitude towards a particular brand may result in an increase in sales forecast. It is no wonder that testing or measuring attitude provides the bulk of marketing research work (Foxall and Goldsmith, 1994). Researching consumer attitudes are functionally useful for the marketer in directing consumers toward brands they find useful in satisfying needs, wants and aspirations. Chay (1991) claims that advertisements influence attitudes towards the add, which is an importance predecessor of brand attitude. While Cheratony (1989) and Muehling (1987) go on saying that the influence of attitudes towards the ad on brand attitudes has been found to be even more significant under low-involvement conditions and emotionally based advertising. While in some cases even though the consumer has a favourable attitude towards a brand due to an advertisement he might have enjoyed, after having watched the advertisement if his purchase action is postponed the effect of the advertisement will wear off resulting in the favourable attitude towards the brand fading away. Furthermore even if the purchase action is not delayed there is the possibility of variables such as price that rule out the consistency between attitude and behaviour (Belk, 1975). Motivation is another mental factor that influences the underlying emotions and attitudes towards brands and the purchasing decision. Freud (Vecchio, 1992) claims that people are mostly unconscious of the real psychological forces shaping their behaviour. He suggests that a person does not fully understand his/her motivation. He states that as people grow up they repress many urges, and these urges are never really eliminated or under perfect control. An applied example could be in terms of Pepsi adverting campaign during 1989 to 1992, with slogan such as Pepsi the choice of a new generation and Pepsi Gotta Have It (Alison, 1992). David Novak, Pepsis vice president of marketing explains that the campaign represents the Pepsi attitude for people who think young and want to celebrate his life. The implication here would be for a young adult who purchases the Pepsi with the underlying motive to quench his thirst or purchase a beverage. At a deeper leave he might have purchase the Pepsi to feel or show that he is young and alive (Alison, 1992). There is a possibility for the brand to be a reflection of the consumers perception of his image or self-presentation. Carpernter and Nakamopto (1989) and Chisnall (1995) have defined image as a function of social interaction. Thereby consumption can be an act of self-presentation. The consumer tries to link himself with a desired image, or the ideal social self-image. Conclusion Through the literature reviewed the significance and importance of branding as a marketing tool has been highlighted, while providing sufficient evidence as to why a company should brand its products. Product differentiation has been made difficult due to immense competition and improvements in technology, allowing products to be quickly imitated. In this way firms have placed a heavy emphasis on adding symbolic values as the basis for product differentiation. Therefore, while evaluating products the consumer will tend to consider the image aspect of the product to simplify the evaluation of different alternatives. Additionally the review suggested that consumers have a self-concept that have a crucial effect on their purchase decisions. This means that consumer might evaluate brands on the basis of the congruence between the brands image and their own self-image. Moreover, when the consumer has little or no experience with the product or has a lack of information about the product, consumers will use brand names to evaluate products, some consumers even when provided with information will avoid spending time to investigate the products intrin Effect of Branding on the Consumer Effect of Branding on the Consumer Branding: How It Inspires People To Purchase A Particular Brand Abstract This research is done with the suitable research methods to describe how the people attempt to match their characteristics with a particular brand. A firm or company’s primary target is to make and preserve customers. They use various plans which include several research methods in order to discover the best way to make profits. For the companies, the saying, consumer is god, is crucial for a successful their business. Observing the customer’s purchasing behaviour is the initial step in the direction of successful understanding of customers. Branding is a crucial marketing strategy which inspires customer’s viewpoint and purchasing behaviour every time. Understanding customer buying behaviours will give marketers a close look into how significance for the marketers is to know the basic association the consumer has with the brand. So, for this reason, the research splits these issues into number of dimensions to consider that there is any connection between consum er purchasing behaviour. In other words, it permits one to see if branding can actually inspire consumer purchasing process. The research concentrates on the individual purchasing behaviour and branding associations. The sample is collected from the United Kingdom to overlook the culture impact and moreover to get rid of racial, religion and geographic issue for suitable sampling. The importance of this research is to explain how branding have an effect on different buyers behaviours build upon four kinds of complicated purchasing behaviour, conflict-reducing purchasing behaviour, habitual purchasing behaviour, and variety-seeking purchasing behaviour that are further talked about in this paper. By assessing commodity products, investigation of different approaches from these different consumer purchasing behaviour groups towards brand effects is done. The findings showed in the end reveals a strong positive association that can guide companies to concentrate more on strategies of branding according to the customers purchasing attitude towards branding. Introduction Today, in this fast moving environment, marketing depends upon the consumer’s behaviour and response to the product, price, promotion, place, physical layout, process and people (Gronroos, 1997; Kotler and et al., 1999; Egan, 2002) because today marketing is more consumers oriented than never before and due to the increasing value of service sector. For the development and survival of a firm, it requires exact facts about customers like their approach of buying, what they purchase, from which place they purchase and most essentially quantity they buy. Marketing has accepted the behavioural sciences basically sociology and social psychology to study and understand the process of consumer behaviour and decision making. While doing this, marketers are able to get explanations and forecasts build on these disciplines to figure their market offerings. To the extent that marketers are investigating the consumers psychological background in order to their establish factors that affect consumer choice in terms of cognition, perception, learning and attitude – all of which affect his buyer behaviour. A current day market trend has been the increasing similarity of products with little real functional difference between competing products. This is primarily due to intensive competitive rivalry and the existence of efficient production, transport, communication and financial systems. Under such circumstances technological innovations are quite quickly imitated by competitors and can no longer offer previous levels of sustainable competitive advantage and product differentiation (Levitt, 1983; Gronroos, 1997; Kotler, 2000). Therefore a significant feature of contemporary marketing research and practice concerns the emergence of brands as key organisational assets and a major issue in product strategy (Kotler, 2000). Firms have pla ced a heavy emphasis on adding symbolic values associated with brand names as the basis for product differentiation. The winner will eventually be the one whose strategy entails a mix conducive to the customers purchase behaviour, while doing so more effectively than its competitors. Objective Of The Study The primary goal of this research is to display branding value, functions and most important thing, its part in the consumer buying decision. This research examines the process and attributes that direct towards the customers’ evaluation of brands. This research will concentrate on the assessment of questionnaires filled by the public. Other objectives are like explanation of how the present customers attempts to match the individual identity with the identity that they relate to the brand, to prove that is there any correlation between individual purchasing behaviour and branding, and to evaluate how branding have an effect on different purchaser behaviours. Literature Review This study provides a foundation for the value and uses of branding as a vital marketing activity having an important impact on the consumer purchase decision. This research relates to a basic theory which has yet to be verified which says that as the difference among similar available products in the market is reducing, the chances that customers will buy through extrinsic signals, i.e. brand name associations is rising (Murphy, 1992). So, as customers’ ability to distinguish same kind of product declines, it is likely that the awareness of familiarity of a particular brand will push them to buy their particular choice of brand. Branding Let us define a ‘product’ before defining a brand, according to Baker (2000) a product is like anything that meets the needs of consumers. He says that it is the ability of the product to meet these needs that gives it value. The needs or problems can be psychological, economic or functional. In a competitive environment there are several companies offering opponent products that meet the customer’s needs. It is important to consider the fact that the brand can also allow companies to overcome the need to compete at a functional level, and can be used to help a company to compete on any level it is by applying its main capabilities (Hamel and Prahalad, 1994). It is the brand that distinguishes and identifies their offerings (Levitt, 1983). Like, most valuable possession is its brand name. They may be referred to as invisible assets of a lot of corporations around the world. Branding at present is increasingly concerned with bringing together and maintaining a mix of values, both tangible as well as intangible, which are relevant to the consumers and which properly differentiate one’s brand from that of another (Muehling and Laczniak, 1991; Hankinson and Cowking, 1993; Kapferer, 1995; Kotler et al., 1999). There are many tools other then the brand name to distinguish products and invest them with personality. Leading among them are advertising, promotion and packaging, other ways to differentiate from the competition may be product formulation, delivery systems, sizes, colour, smell, shape and so on. On the other hand, all these elements are put together with an appropriate and protected name with which the primary attributes of the product or service ultimately reside give the product its brand identity. This combination of messages within the structure of a brand name is a foundation to the development of brand personality (Graham, 2001; Holt, 2002). From the consumers point of view, brand names are as important as the product itsel f in the sense they make purchasing process easier, guarantee quality and at times form as a basis of self-expression. As said by Kotler (1997), any company can produce cold drinks, but only Pepsi Co. can produce 7UP. Talking about branding purpose and benefits, branding facilitates and makes the customers selection process more effective, people are loaded with lots of decisions in their day to day lives, and they are flooded with limitless products and messages contesting for attention. People look for shortcuts to make the decisions easier, a shorter way is to depend on habit, this shows of purchasing products that have shown good results in the past. This is in particular a case of less involvement purchases. This is further shown by a model of habitual buying behaviour (Assael, 1993), stating that reasonable past consumption behaviour leads to benefit association, which is a idea means the tendency of the consumer to relate the positive rewards to a particular brand, this relation between positive rewards towards a certain brand restricts the customers need for looking information and strengthen the likelihood that the identification of a need will lead the customer to straight buy a particul ar brand. And from the retailer’s point of view, branding can help differentiation. According to (Adcock. et al., 1998), differentiation is an action of modelling a set of meaningful differences to differentiate the companys offering from the opponent’s offerings. Competition with fast pace can follow development in technology and product formulation. An opponent will quickly able to make a replica, example, a cigarette brand, though they will not be able to copy the personality that use the brand name, like Marlboro. Porter (1980) says that differentiation is a source of competitive advantage. Using a differential advantage companies are in a position to distinguish their offer from competitors in the same segment. According to Porter (1980), the main need for gaining a competitive advantage is by creating such differentiation. Differentiation, in this case, refers to a company’s ability to be exclusive in its product sold and service offered. This individuality must be of a value to the consumer and can thus be sold at a premium over its competitor’s price. The more valuable this exclusivity is, the higher the differentiation, leading to the higher premium. Differentiation however comes with a cost, so for differentiation to have a competitive advantage, the cost of differentiating must be significantly lower than the premium earned. Therefore, in the perfect market with perfect competition, this premium allows the company to make a higher profit margin than its competitors. In a market segment with no differential advantage held by anyone, consumers might opt purely on the basis of price, and perfect competition which confirms that profits are pushed to zero (Porter, 1980; Foxall and Goldsmith, 1994; Baker, 2000). The differential advantage above can be gained by obtaining any element of the marketing mix. But studies have shown that the best possible plan is to focus on brand differentiation, rather than cost and price as a way of building profitability and growth (East, 1997; Diaz de Rada, 1998; Fankel, 2002). The Significance of Brand Loyalty According to (Meenaghan, 1995; Quester and Smart, 1998), branding can be related to the increasing value of brand loyalty. Loyalty can be termed as a total commitment towards a particular brand. Building loyalty depends on satisfying the needs of the consumers better than other opponents (Oliver, 1999) and the stage of loyalty that can be reached depends on the aimed consumers. According to (Quester and Smart, 1998), people all over the globe develop irrational connection with different products. Though (Levitt, 1983), came with the structure to understand how booming brands are made and claimed that consumers are not irrational to select them. The core of all brands consists of key product attributes, which allow the consumers to distinguish the product, as an answer to their needs; the attributes describe the products performance and usefulness. Adjoining this main product there is a group of attributes that enable the consumer to distinguish the product from other products of different brands. These characteristics take the shape of the products appearance, design, packaging, and identification. If these attributes would not been there, the only differentiation would be based on its reasonable pricing. According to Doyle, the brand name permits for a sustainable differential advantage. In the end, it is the external shell of the product that has been described by Doyle as, whatever thing that possibly can be done to create customer inclination and loyalty (cited Baker, 2000). According to (Alreck and Settle, 1999,) marketer’s basic aim is to make good relationship with buyers, rather just selling. The core of a relationship is a powerful bond between the brand and the buyer. If successful there will be present a loyalty that keeps out the opponents. A strong brand name should have a consumer franchise that will develop when enough number of customers wants that brand and reject other alternatives, still if the price is less. A brand with a powerful consumer franchise is protected from competitors (Kotler and Cox, 1980; Cheratony, 1993; Cowley, 1996). The brand loyal customers, whether they purchase same brand every time which can be an act of trust, habit or outcome of less participation and product availability, the clear assumption is that they push high profits for the company. Thakor and Kohli (1996) says that it costs six times more to succeed over new buyers then to hold present ones, because of the fact that it results in more expenditure li nked to adverts, promotions and sales. So loyal consumers make brand equity the main asset underlying brand equity is buyers’ equity (Machleit, 1993; Kotler, 1999). It is vital to make loyalty and settled base of customers who are fixed and loyal purchasers of a brand, which negates change and churn from the company’s’ products. For every business it is costly to increase new customers and cheaper to keep present one. Therefore, a settled customer base has the customer acquisition investment mainly in its past (Gwinner and Eaton, 1999). Contemporary marketing recommends obtaining data about customers as much as possible, anywhere it is to widen the understanding of customer wants, standard of living, attitude and purchasing behaviour (Chisnall, 1995; Davis et al., 1996; Dun, 1997; Chevron, 1998). This allows a company to modify the brand offering, to shift from the usual to an unexpected level of service actually delighting the customer, make sure the future loyalty and commitment. Generally, a brand’s value to a company is mainly created by the customer loyalty it controls (Aaker, 1996). Brand Equity Brands might differ in terms of the amount of dominance they have in the market. Many brands are unfamiliar whereas others have great consumer awareness, and moreover some brands have a great amount of consumer brand inclination. A strong brand can be said to have great brand equity. This can be explained as a brand which enjoys great brand loyalty, awareness, powerful brand associations, perceive quality and other benefits like trademarks, exclusive rights and channel relationships (Chay, 1991). The idea behind brand equity relates to the importance of a brand, value to the marketer as well as the buyer. With the marketers’ viewpoint, brand equity is a big market share therefore better cash flows and profit. From the consumer viewpoint, brand equity relates to a powerful positive brand attitude through a promising assessment of the brand, which is build upon consistent meanings and values that are simply accessible in the buyers’ memory (Lewis, 1993; Keller, 1998). With substantial effort has been put in measuring and defining the concept of brand equity there has been limited empirical research aimed at understanding the importance of the brand name associations in product differentiation (Aaker, 1991). One of the main objectives of Marketing is to get the products offered in a particular category to be distinct. Muehling, Stoltman and Mishra (1989), have found consumers to be less brand loyal, more price sensitive and less receptive to marketplace information in the absence of perceived differences between the alternatives. Brand Image Marketers understand that brands summon up symbolic pictures which are more significant to success of a product than its real natural characteristics (Meenaghan, 1995; Feltham, 1998). For products which are recognized with a brand, Davis (1995) has performed a research by splitting the customer assessment in two factors. Assessment which is linked to product characteristics (tangible) and assessment linked to the brand name (intangible). The consumers power to assess the performance abilities of the product and view about its value for money, usage effectiveness, reliability and availability develops the inherent advantage of the product, matching to product’s characteristics. The external benefits are at the emotional stage where, the symbolic assessment of the brand is taken into account. Here consumers make use of their personal reasons normally matching the brand name related attributes. With the growing variety of standardized products, consumers give more importance to t he image of products to make the assessment of different options easier. Meenaghan (1995) tells that consumers display an inclination towards symbolic rather than purely functional features of products. Therefore, they usually ask for social reliability and loyalty from firms and, in general, symbolic associations have their origin mostly in brand name perception instead of product perception (Meenaghan, 1995). Marketers have tried to employ behavioural theories to clarify and recognize useful relations involving consumer’s personality and their buying behaviour. Kamakura and Russell (1993) have spotted such theory stating that individuals have a definite self-image build on who they believe they are ideal self-concept build on who they believe they would like to be. Howard and Sheth (1969) have explained self-image as an individual thoughts and feelings about their own selves in relation to other objects in a socially determined frame of reference. By self-concept or self-image model, individuals will perform in a way that sustain and improve thei r self-image. One way is through the products they buy and use. The Effect of Branding on Consumer Purchase Behaviour The function of brand values is highlighted in the literature above, and in particular the significance of the brand to get distinctive benefit has been documented in depth. The reason behind the study to understand the consumer purchasing behaviour in light of the literature discussed so far. In order to do this consumer decision-making models will be organized. The hypothesis will be assumed as the derivation of the tests that will be conducted in the primary research. Marketing and ecological stimuli penetrate the buyer’s perception, the definition of consumer buying behaviour can be comprehended as buyer’s purchasing decision process. Four types of consumer buying behaviours, based on the degree of buyer contribution and the degree of differences among brands (Kotler, 2000). These four types are complex buying behaviour, habitual buying behaviour, variety-seeking buying behaviour, and dissonance-reducing buying behaviour. In complex buying behaviour the consumer is aware of the brands and gets too involved in the buying by analysing the product thoroughly. The customer is highly involved in buying the product in dissonance-reducing behaviour but doesn’t get too involved in the brands. Some buying situations are characterised by low involvement but significant brand differences. Consumer’s often do a lot of brand switching for variety-seekers. They are only according to the information in advertisement and television. The buying process begins with brand beliefs in habitual buying behaviour. The brand plays most important role in consumers’ purchase decision to purchase a particular product from another. Various attributes that merge to make the consumer behaviour in particular fashion during his purchase decision but also inducing any pre-purchase and post purchase activities. As (Engle et al., 1995) has defined consumer behaviour as consisting all those acts of individuals which are directly involved in obtaining, using and disposing of economic goods and services, including the decision process that precede and determine these acts. It is important factor to consider that influence the consumers’ buyer behaviour and study wishes to incorporate the Howard-sheth model of decision making. The theory of the model is that buyer behaviour is in general component firm by how consumer thinks and develops in order. (Howard and Sheth, 1969). It supports the fact that cognitive decision making which eventually determine the choice of brand and purchasing decision. The brand impact motivate the buyer and changes the behaviour , perception, learning and attitude are examined in terms of how each is affected by this impact on branding. Perception Here brand perception is based on individual personal experience of their own beliefs, needs and values. People receive and understand the sensory from their five senses they are sight, hearing, smell, touch and taste) in their own ways. Engel at el have defined perception as â€Å" the process whereby stimuli are received and interpreted by the individual and translated into a response† (Foxall, 1980,p.29). Primarily the social and psychological meaning of a product gets conveyed by two factors which determine the idea of stimuli, also known as stimulus discrimination and stimulus generalisation. Stimulus discrimination the question that hits in mind is whether the consumer can actually discriminate between differences in stimuli. Consumers become conscious of brands through packages, advertisements, promotions, and word of mouth they may be involved at some point in decision making process. Once customers became aware of brands through learning their purchase decision are then guided by their perceptions of their brands formed from the information they get about the brands characteristics (Foxall and Goldsmith, 1994). The marketers will first provide the similar brands and provide same information about the product and they position better way and discriminate between characteristics of the brands. The marketing information which will discriminate based on the brand name information provided with and it will be derived from brand name or the perception of the brand. It has been concluded (kotler et al, 1999) that consumers depend on reputation of the brand name to believe t he quality of the product. Brand name is someone who creates the image and some cases provide perception of the quality in a product and that shows the involvement of low level buyers. The main part of brand impact where the customer experiences the service they provide and class they maintain it guide through the purchasing behaviour. Chernatony (1993) explained four factors that attract them to change a particular brand and to understand their provided framework of their successful brands . 1. Quality is the pre-eminent factor that through time can lead buyers to learn to trust a brand which leads to priority position in the evoked set and repeat purchasing activity. 2. Build superior service can not only endorse product quality, but also prove post purchase problem solving. For instance, digital camera consumers would select an international brand for its global service and technological support. 3. The most common means of building an outstanding brand is being the first into the mind consumer. It is much easier to build a strong brand in the consumer’s mind than in the market, characterised by the intense level of competition. 4. In building brands the principle is to invest in markets which are highly differential or where such differentiation can be created. Mostly, the differentiation is why the brand is different from others. Brand provides consumer with lower search costs for products internally and externally. Brand reduces the risk in product decisions and Keller (1998) identifies six types of risk in consumers view. 1. Functional risk- product expectations 2.physical risk- friendly user or not 3. Financial risk- product should fit in the budget and it should be worth 4. Psychological risk- the product affects the mental well-being of the user 6. Time risk- failure of the product leads to find the other product. Brands have a personally of their own which consumers want to associate with, would like to reflect their own behaviour or aspirations and want to have an experience with. A brand, therefore, adds value to a functional product providing it offers clear differentiation in the market in which it competes. â€Å"Branding is short, transforms the actual experience of using the product and thereby adds to its value (Chevron, 1998). Learning So far it has been highlighted how extrinsic cues of a product namely the brand name can affect the consumers perception. Learning refers to any change in behaviour that comes about as a result from past experience. Dodds (1991) refers to learning as changes in a consumer’s behaviour caused by information and experience. Consumers store information in their memory in the form of associations, which links the brand name of a product with a variety of other attributes of the brand, like its price, packaging, colour, size and benefits as well as how the consumer feels about it in terms of its quality and emotions it evokes. These associations are the ones that form the information base from where the consumer makes his ultimately decisions (Foxall and Goldsmith, 1994). Most of this information consumers have stored in their memory comes from the process of learning that is what they think, feel or know about brands. Conoway (1994), claims that the subjective personal meanings of psycho-social consequences are represented by consumers’ cognitive systems. Since these consequences are experienced by consumers they are likely to trigger responses such as emotions, feelings and evaluations. Learning will be examined as a result of the marketing efforts, in terms of how information from the external communication environment is registered with the consumers long term memory from where it is extracted and used during his purchasing decision and also examine the way learning takes place in the form of changes in the consumers behaviour as a result of experience. At its simplest form learning occurs when consumers are repeatedly exposed to information such as brand names, slogans and jingles. Through this forms of learning consumers may form a weakly held belief that a particular brand is desirable due to an advertisement where the spokesperson repeats this claim over and over again. On the other hand, learning vicariously occurs when a consumer imitates the behaviours of others. Bandure (1977) stated that vicarious learning describes the way in which a consumer learns pattern of behaviour by watching other behave and applying the same lessons to his/her life. Brand images are created through advertisements, marketers use celebrities and famous sportsmen for this purpose, as it are the case with major retailing brands of Sainsburys and ASDA or Nike and Puma. Advertisements conjure upon a image for the brand through the use of models living a certain lifestyle that might be in tune with the consumers aspirations this will allow for favourable information about the brand to be processes by the consumers learning process. For marketers the learning theory is one of significance and of practical importance, as it allows them to build up demand for their brands by associating them to strong drives, motivation cues and thereby enabling positive reinforcements. Attitude A person’s overall evaluation of a concept may be defined as his or her attitude (Carpernter and Nakamopto, 1989). Consumers’ attitudes towards brands are reflected by their tendency to evaluate brands in a consistently favourable or unfavourable fashion. While behaviour and attitude are related and each may uinfluene each other, it si not necessary for them to be entirely consistent (Briggs and Cheek, 1986). General logic claims that if a consumer prefers or favours a brand there is greater likelihood of him to purchase it. thereby a positive trend in consumers attitude towards a particular brand may result in an increase in sales forecast. It is no wonder that testing or measuring attitude provides the bulk of marketing research work (Foxall and Goldsmith, 1994). Researching consumer attitudes are functionally useful for the marketer in directing consumers toward brands they find useful in satisfying needs, wants and aspirations. Chay (1991) claims that advertisements influence attitudes towards the add, which is an importance predecessor of brand attitude. While Cheratony (1989) and Muehling (1987) go on saying that the influence of attitudes towards the ad on brand attitudes has been found to be even more significant under low-involvement conditions and emotionally based advertising. While in some cases even though the consumer has a favourable attitude towards a brand due to an advertisement he might have enjoyed, after having watched the advertisement if his purchase action is postponed the effect of the advertisement will wear off resulting in the favourable attitude towards the brand fading away. Furthermore even if the purchase action is not delayed there is the possibility of variables such as price that rule out the consistency between attitude and behaviour (Belk, 1975). Motivation is another mental factor that influences the underlying emotions and attitudes towards brands and the purchasing decision. Freud (Vecchio, 1992) claims that people are mostly unconscious of the real psychological forces shaping their behaviour. He suggests that a person does not fully understand his/her motivation. He states that as people grow up they repress many urges, and these urges are never really eliminated or under perfect control. An applied example could be in terms of Pepsi adverting campaign during 1989 to 1992, with slogan such as Pepsi the choice of a new generation and Pepsi Gotta Have It (Alison, 1992). David Novak, Pepsis vice president of marketing explains that the campaign represents the Pepsi attitude for people who think young and want to celebrate his life. The implication here would be for a young adult who purchases the Pepsi with the underlying motive to quench his thirst or purchase a beverage. At a deeper leave he might have purchase the Pepsi to feel or show that he is young and alive (Alison, 1992). There is a possibility for the brand to be a reflection of the consumers perception of his image or self-presentation. Carpernter and Nakamopto (1989) and Chisnall (1995) have defined image as a function of social interaction. Thereby consumption can be an act of self-presentation. The consumer tries to link himself with a desired image, or the ideal social self-image. Conclusion Through the literature reviewed the significance and importance of branding as a marketing tool has been highlighted, while providing sufficient evidence as to why a company should brand its products. Product differentiation has been made difficult due to immense competition and improvements in technology, allowing products to be quickly imitated. In this way firms have placed a heavy emphasis on adding symbolic values as the basis for product differentiation. Therefore, while evaluating products the consumer will tend to consider the image aspect of the product to simplify the evaluation of different alternatives. Additionally the review suggested that consumers have a self-concept that have a crucial effect on their purchase decisions. This means that consumer might evaluate brands on the basis of the congruence between the brands image and their own self-image. Moreover, when the consumer has little or no experience with the product or has a lack of information about the product, consumers will use brand names to evaluate products, some consumers even when provided with information will avoid spending time to investigate the products intrin