American Stereotypes of Immigrants Essay - 881 Words

America was widely known as a â€Å"melting pot† of sorts for many generations. The country earned its title by accepting immigrants of various cultures and molding, or melting, them into the American lifestyle. However, the â€Å"melting pot† idea of America is starting to dissipate. According to a Newsweek Poll on the public, â€Å"only 20 percent still think America is a melting pot† (Morganthau and Wolfberg, par.4). As more Americans push away immigrants and create stereotypes against said immigrants, America continues to lose its title as a â€Å"melting pot.† There is ethnic friction in America and people have begun to have a hard time assimilating (Morganthau and Wolfberg, par.18). .America is beginning to place a negative outlook on its†¦show more content†¦Ã¢â‚¬Å"When all imagemakers rightfully begin to treat Arabs and all other minorities with respect and dignity, we may begin to unlearn our prejudices† (Shaheen 87). Immigrants come to America in search of freedom and acceptance of their cultures. According to America’s title as a â€Å"melting pot†, immigrants should be able to come to America and find exactly what they looking for. Unfortunately, that is not the case. Richard Rodriguez covers this in his essay â€Å"The Fear of Losing a Culture† when he says, â€Å"Hispanics want to belong to America without betraying the past. Yet we fear losing ground in any negotiation with America. Our fear, most of all, is losing our culture† (Rodriguez 94). If there are people from cultures who are scared to belong to America for fear of losing their culture, how can America be a â€Å"melting pot†? Rodriguez shapes the American culture in a very detrimental way. He speaks of how America believed its national strength came from diversity, but Latin America is really the bed of so many races and cultures (Rodriguez 94-95). America has turned a blind eye to Latin America, refusing to believe that Latin America is so diverse. Latin Americans have much to offer from their passion and dedication to hard work. Regardless of what America wants, Latin Americans will change America as it forces them to change (Rodriguez 95). Peter Marin writes about how America is not a â€Å"melting pot†. He mentions that though that might not be so bad for America, it doesShow MoreRelatedA Program At Edmonds Community College1733 Words   |  7 Pageschallenges that she would need to face as a Chinese immigrant for now. On the most important part, choosing between retaining her old cultural values and assimilating into the American culture was always a struggle for her. As described by Holly, while she was in Alaska, she couldn’t decide on whether she should practice a new religion, whether she should avoid speaking Chinese with anyone or try to speak it whenever possible, or whether she should wear American or Chinese style clothing in public.20 ChoosingRead MoreEssay on Asian American History914 Words   |  4 Pagesto the assimilation of immigrants who were initially heterogeneous with their own distinct backgrounds. Corresponding to that fact, racial discrimination has been significantly reduced wit hin â€Å"melting pot†, in which people gradually understand the differences between them without aversion. However, back in the past, many Americans conceived of Asians as strangers. They were not willing to understand and embrace the biological and cultural differences that set Asian immigrants apart from Europeans andRead MoreThe German Stereotype Of The United States1621 Words   |  7 PagesThe German Stereotype in the United States? As we covered in our workshop America has had a large population of Germans for a very long time. While we were discussing German immigration and emigration, the question that stuck out to me was how did the views of the other groups in America effect how the Germans were accepted and viewed in the United States. Different times and issues have changed how Germans were viewed in America, for example both world wars and the following strong anti-GermanRead MoreImmigration Of The United States1565 Words   |  7 PagesUnited States with immigrants subjected to being accused of crimes because of their inability to speak proper English and lay victim to stereotypical views. Americans have the misconception that all immigrants pose a threat to the United States and that immigrants entering the United States have the intent to perform terrorist attacks. This way of thinking continually perpetuates the stereotype that immigrants are dangerous. Although terrorists may be immigrants, not al l immigrants could be terroristsRead MoreThe Hot Topic of Immigration Essay791 Words   |  4 Pagesmany issues to consider but let’s look at stereotypes and regulatory control issues. Just what are some of the stereotypes about the economic impact of immigration in the United States? We have all heard that immigrants are taking jobs away from Americans. This stereotype is based on two fallacies: that there are a fixed number of jobs to go around, and that foreign workers are direct substitutes for citizens (Dangelo 236). The truth is that immigrants fill the low-end jobs that increasingly theRead MoreImmigration : New Immigrants, Terrorists, Offer Cheaper Services, Learned And Productive Essay871 Words   |  4 PagesSELECTION: New immigrants STEREOTYPES: Outsiders, terrorists, offer cheaper services, learned and productive. EXAMPLES FROM NEWS http://www.nytimes.com/roomfordebate/2012/11/15/how-immigrants-come-to-be-seen-as-americans/how-immigrants-are-marked-as-outsiders According to this article, new immigrants are considered as outsiders in the United States. Even though there is no clear line defining the outsiders and the insider s immigrants, those immigrants who have been staying for long in U.SRead MoreAsian American And Asian Americans964 Words   |  4 PagesMany Asian Americans take great pride in a strong work ethic and an equally strong value system in terms of educational achievement. This cultural legacy stems from a long tradition of Asians coming into America as immigrants since the 19th century. During this time, there are third and fourth generation Asian Americans that have adopted the principles of a quality education and strong work ethic as part of being of Asian descent in a primarily white Anglo-American population. Culturally, many AsiansRead MoreImmigration Is A Whole Other Playing Field Of Racial Stereotypes Essay1421 Words   |  6 Pagesracial stereotypes. It s a safe bet, for instance to go to any state and ask the que stion, â€Å"when you think of immigration, what race comes to mind?† Most people would say that Latinos make up the majority of immigration into the US. This idea, in reality is actually very true. Out of all immigrants into the US Latinos make up 51.6%! Out of that percentage 53% are male. Many Latino immigrants are anywhere between the ages of 18 and 64, this age range makes up 79.7% of all Latino immigrants. Most theseRead MoreLabor And Legality : An Ethnography Of A Mexican Immigrant Network Essay907 Words   |  4 PagesMexican Immigrant Network Labor and Legality: An Ethnography of a Mexican Immigrant Network, by Ruth Gomberg-Munoz, is a book that explains the difficulty of Mexican immigrant lifestyles, which has gained the attention across the country especially since Donald Trumps’ recent statements against these people, as illegal civilians come from Mexico to work in America. Gomberg-Munoz tries to give us an understanding of the life of these people. Gomberg-Munoz’s thesis is that immigrant workersRead MoreThe Danger Of A Single Story By Nancy Mairs984 Words   |  4 Pagesand cultures are composed of many overlapping stories. A single story confines a corner of the world to a generalized stereotype. Chimamanda Adichie in TED talk, The Danger of a Single Story, addresses that â€Å"if you hear a single story about a person or a country we risk a critical understanding.† Adichie also states, â€Å"a single story creates stereotypes, and the problem with stereotypes is not what they are untrue, but they are incomplete.† Adichie believes everyone is guilty in creating single stories

Case Study Ebay Strategy in China Free Essays

Introduction Basics of Occupational Safety, in my opinion could be explained as most important steps of identifying, recognizing, avoiding, controling and methods of protection from risks and other possible factors that can affect our   physical and emotional health. Occupational safety consists from our personal safety and of those who surround us. To be away of accidents and other harmful factors we should be first an informed person over potential risks, ways of avoiding it and of course methods of helping each other or our self in case we are in a risky situation. We will write a custom essay sample on Case Study Ebay Strategy in China or any similar topic only for you Order Now Information is available everywhere is just important to know which one is a correct information helping you to have correct steps of protection yourself and which one is a incorrect one. A correct information is the that one approved by law and proved in practice. Accidents and prevention Accidents and risks are everywhere and no one can protect you form a potential accident that yourself. Nature is unpredictable and everybody has their one destiny. But by being an informed person you get power on controlling situations and avoiding risk from your life. An accident if a factor which can provoke harm to you health or take your life for good. There is always ways of avoiding accidents and those who care about their life will do all possible to survive it and get form it at least alive if is not possible to avoid wounds and broken bones. In my opinion to avoid an accident is: 1. Knowing the rules of working place or transportation rules and respect them 2. being informed on potential risks places and better to avoid them 3. have an idea of according first aid in case of possible accidents 4. e protected with special suits, glows etc. , if working area is in possible risk all time 5. know where is urgent exit doors form buildings in case of risks 6. know where are urgent buttons 7. where is the specialized room for accident cases which have all necessary tools for protection 8. know where is health box for accident cases 9. know where are the closes points of hospitals and health points 10. being informed of scheme of building 11. at le ast 2-3 times have done the training for special cases and accidents and know how to behave in this situations 12. now the specialized person who have done trainings for first aid 13. being patient and non stressed and with focused attention is extreme situations and support weak persons 14. location of first aid equipment 15. to protect the casualty against further injury without creating a risk for oneself 16. the plan for access to additional care 17. to observe and interpret the victim’s general condition 18. to assess the situation, the magnitude and severity of the injuries and the need for additional medical help. Occupational diseases and prevention What are occupational diseases? A disease is a virus who harm your heath and provoke illness and potential death. Occupational diseases are a long list of diseases who can migrate form one person to another if is transmissible or can be   gained form you unhealthy work place always posed at risks for being infected with chemical harmful products or can bring physical harms. Being protected means in first place to be a informed person, to respect working place rules and where special glows and protection suits, always have a planed day when you can go and do a general investigation on your physical situation and also psychological one. Always have a planed day, have planed breaks and eat healthy food, have at least 1h per day for physical trainings, have a sleeping regime. If you fell you are tired or fell strange modifications on your general health don’t hesitate to visit a doctor for a small investigation. Nobody can save you from those diseases who are genetically transmitted but only you can make your health situation better by taking care of yourself and avoid risks. Riscks and their management A person can be applied for an first aid in different situation and depends of few key factors: – size and layout of the enterprise type of work and associated level of risk – other enterprise characteristics – availability of other health services. The risks of injury vary greatly from one enterprise and from one occupation to another. Even within a single enterprise, such as a metalworking firm, different risks exist depending on whether the worker is engaged in the handling and cutting of metal sheets, risk of burns and electrocution, the assembly of parts, or metal plating the potential of poisoning and skin injury. The risks associated with one type of work vary according to many other factors, such as the design and age of the machinery used, the maintenance of the equipment, the safety measures applied and their regular control. A distinction is sometimes made between the type of work and the specific potential risks:  · low risk-for example, in offices or shops  · higher risk-for example farms and in some factories and yards  · specific or unusual risks- like underground work, diving operations, transportation and shipping. Example of potential hazards will be: 1. rushing injuries 2. falls 3. lack of oxygen 4. risks of spreading fire and explosions 5. intoxication by chemicals at work 6. serious cuts, severed limbs 7. exposure to infectious agents, animal bites and stings. How to manage with potential risks and how to manage accidental situations? Every company in our days meet many challenges in changing their safety programs   as they understood that they are responsible for worker s life and safety at working place and because of hight penalties that have to pay to high priced medicaments in case of accidents at working place. To manage a risk situation you should have knowledges in many safety areas: chemistry and biology- hazardous substances, ergonomics- limitations of human power, designing machines and facilitations, knowledges about pollution, environmental alteration, psychology helps to understand human behavior, medicine helps to understand mechanisms of injuries and how to prevent them, business and economics helps to improve safety and contribute to profitability and productivity. Most of the companies have different hazards unique safety expertise and most of them do next several thinks: * we must recognize hazard situations, conditions and situations can cause illness injuries; * we should consider fire protection: reducing fire hazard by making regular inspections and instal fire detectors and suppression systems * health control hazards: as noise hazards, chemical, biological, radiation hazards which can affect our life * always have ready equipments, materials, facilities and   professional abilities * make sure that mandatory safety and health standards are satisfied * improve management for hazardous products by keeping them away of humans, fire, other substances or stored in special places; * explain people about their limitations and abilities, characteristics of products * protect environment by not releasing poisoning substances in air or water * make planed trainings on explaining workers on way of recognizing potential hazards and make their wor k safe and   effective. Conclusion From all we explained till now, we can evaluate the main point of safety science: gives people to identify, evaluate, control and prevent risks in their working place or day by day. Ricks cant be prevented, their are everywhere but there is always professionals dedicated to prevent human suffering and potentials losses. Author: Irina Soltoianu How to cite Case Study Ebay Strategy in China, Free Case study samples

Employee Turnover And Control Methods Mark & Spencer

Question: Discuss about the Employee Turnover and Control Methods for Mark Spencer? Answer: Introduction The research problem Marks and Spencer is one of the major UK based retail organizations. Headquartered at Westminster; the organization specializes in the domain of clothing, gourmet food products, and home products. It has been reported that the organization has to recruit new employees in large numbers due to an equally high rate of employee turnover (Khan 2013). The research work being proposed in this paper is aimed at finding out how the management of the organization can reduce the employee turnover rate by utilizing employee retention policies. Aims and objectives To understand the employee turnover rate at Mark Spencer To identify the employee retention policies used at Mark Spencer To utilize the employee control methods at Mark Spencer Research questions How can Marks and Spencer efficiently use employee retention and employee control policies to reduce the rate of employee turnover? What policies are used for retaining employees at Mark Spencers? How Management of Mark Spencers control their employees? Background Marks and Spencer is one of the largest retail organizations that is currently operating in the UK market. Market reviews indicate that the entire retail industry suffers from high employee turnover rates (Khan 2013). The proposed research aims to find the strategies which would help in retaining the experienced employees of the organization. Literature Review Employee retention refers to the activities taken up by the management of an organization to hold back the experienced employees of the organization (Erickson 2016). The extent to which an organization is capable of retaining its experienced employees is reflected in the profit made by the organization as the employment of new employees not only increases organizational costs (as required for training the new recruits) but affects the productivity of the organization. Researchers are of the opinion that, cases of employee turnover can be categorized into the following distinct classes: Involuntary separations: When experienced employees are terminated form their offices by the employer himself, the separation is often termed as involuntary (as the organization itself initiates the process without the consent of the employee) (Yang, Wan and Fu 2012). Inability to perform according to the expectation of the management and behavioral issues are some of the reasons for such termination. Voluntary separations: When employees resign from their offices by themselves, the separation is considered to be voluntary.' The findings of research works being conducted in this domain indicate that conflicts with the management, the availability of better options and lack growth opportunities in the organization encourage the existing employees to resign from their offices (Hong et al. 2012). Another school of experts conducting research work in the domain of Human Resource Management has opined that employee turnovers should be classified as: Functional turnover, that is, when the employees who had not been able to perform well resign from their offices voluntarily (Zopiatis, Constanti and Theocharous 2014). Dysfunctional turnover, that is, when the top performing employees resign from their offices. While functional turnover saves the organization from laying off an inefficient employee, dysfunctional turnovers affect the productivity and the reputation of the organization badly (Brewer et al. 2012). Besides this, high recruitment and training costs are associated with dysfunctional turnover. In order to reduce such organizational costs, researcher advice the utilization of efficient employee retention policies as such policies have been proved to have reduced the rate of voluntary turnover to a large extent. Methodology Research strategy and methods Research Philosophy In the field of scientific research, post-positivism orpost-empiricism is defined to be that meta-theoretical stance which considers that the findings of a research work can be influenced by the theories being used, as well as the knowledge base and background of the experts conducting the research work (Mackey and Gass 2015). This particular research philosophy would be utilized in this research work, as it evident from the problem description that the personal opinion of the researchers would indeed influence the outcomes of the research work. Research Approach The proposed research work is aimed at utilizing several human resource management theories so as to find out the strategies that would be helpful in reducing dysfunctional employee turnover (Flick 2015). Thus, the deductive research approach would be utilized in this research work. Data collection: primary and secondary data Information would be collected from the higher management and the HR executives of Marks and Spencer to gain an insight into the employee retention policies that are currently utilized by the organization and the reason for the high employee turnover rate (Panneerselvam 2014). Secondary data sources like of existing literary articles and scholarly papers would be reviewed so as to collect information regarding the techniques that could be used for reducing the rate of employee turnover (Flick 2015). Ethical issues Data Application: The data being collected during the research work cannot be utilized for any commercial purpose. Respondents Involvement: Information should be collected only from those respondents who are willing to participate voluntarily. iii. Respondents Anonymity: The researchers must present the data in such a way that the identities of the respondents are not revealed in public (Mackey and Gass 2015). Project Plan The proposed project would be conducted according to the following time schedule: Figure: Gantt chart of the project (Source: Designed by author) Conclusion This paper provides the proposal for a research work that is aimed at documenting the various policies that organizations use to retain their experienced employees. Besides this, the researchers would put efforts in finding out steps could be utilized by the retail sector of UK to reduce the rate of employee turnover. Several existing literary works have already been reviewed, and the paper provides a detailed discussion on the information collected from these papers. The paper also provides a detailed description of the methodologies and strategies that would be used this research work, along with the time schedule that would be followed. References Brewer, C.S., Kovner, C.T., Greene, W., Tukov Shuser, M. and Djukic, M., 2012. Predictors of actual turnover in a national sample of newly licensed registered nurses employed in hospitals.Journal of Advanced Nursing,68(3), pp.521-538. Erickson, R.A., 2016. Communication and Employee Retention.The International Encyclopedia of Interpersonal Communication. Flick, U., 2015.Introducing research methodology: A beginner's guide to doing a research project. Sage. Hong, E.N.C., Hao, L.Z., Kumar, R., Ramendran, C. and Kadiresan, V., 2012. An effectiveness of human resource management practices on employee retention in institute of higher learning: A regression analysis.International journal of business research and management,3(2), pp.60-79. Khan, O., 2013. Managing risk by internalising product design in fashion retail: An exploratory case of Marks Spencer.Manchester School of Management, Manchester. Mackey, A. and Gass, S.M., 2015.Second language research: Methodology and design. Routledge. Panneerselvam, R., 2014.Research methodology. PHI Learning Pvt. Ltd.. Yang, J.T., Wan, C.S. and Fu, Y.J., 2012. Qualitative examination of employee turnover and retention strategies in international tourist hotels in Taiwan.International Journal of Hospitality Management,31(3), pp.837-848. Zopiatis, A., Constanti, P. and Theocharous, A.L., 2014. Job involvement, commitment, satisfaction and turnover: Evidence from hotel employees in Cyprus.Tourism Management,41, pp.129-140.

Ray Charles Robinson an Example of the Topic Personal Essays by

Ray Charles Robinson Ray Charles Robinson was born on 23rd September 1930 in Albany Georgia. He is the pioneer of soul music that became very popular among the Americans irrespective of their race despite the fact that he was blind. Soul music cannot be mentioned without talking about him. Ray was black American who was very talented and was able to invent his new music genre by secularizing some aspects such as the structures, chords, vocal streams as well as wails and moans of other types of music. After he was seven years old, 1937- 45 Ray Charles joined St Augustine which was a school for both the blind and the deaf. It is while he was in this place that learned how to play piano, clarinet and saxophone. He also learned how to write and read Braille. Who was Ray Charles and what role did he play in the music industry? This and many other things related to music is what this research paper will focus on. Need essay sample on "Ray Charles Robinson" topic? We will write a custom essay sample specifically for you Proceed The father of the soul music or a music genius as he was known was son to Aretha Williams and Bailey Robinson although unfortunately they were not married. His mother worked in a saw mill whereas his father could be said to have been a jack of all because he was a mechanic, railroad repairer and a handyman at the same time. According to SwingMusic.Net Ray Charles was not blind but started turning blind when he was five years old and by the time he was seven years old, he was completely blind. At three years, he was absorbing the bright world as any other three-year old did. Ray remembers playing in the pine forests. He remembers the pecans from the trees in Greenville. He also remembers those pigs, cows and chickens from his youth.(Beyer M. 11) College Students Usually Tell EssayLab specialists:Who wants to write assignment for me?Professional writers advise: We Write All Kinds Of PapersAcademic Paper Writing Services Get Paid To Write Papers For Students Top Essay Writing College Essay Writing Service Ray was born at a time when there was great depression in the South and during this period, only country music, gospel, jazz and blues were popular. Because of his love for music, he used to travel with various music bands to their concerts. His first interest in music could be said to have started back in the days when he used to attend cafes and dinners at Greenville and to be specific, the Red Wing caf where a piano was played. He would muster some courage to tell its owner Wylie Pitman to play it. He started to realize that music was part of him and could even feel it in his bones when he was only three years. He could feel hear musical rhythms and notes and know whether they were ok or not. (Beyer M., 12) Before she died her mother Aretha had always wanted to ensure that Ray would grow to be an independent and self sufficient man although he was turning blind. Just like other artists who say that they ventured in the art of music after they were inspired by some music idols, Ray too was not an exception. He would emulate some musicians such as Nat King Cole to such an extent that his audience would say he sounded like him. (Winski N., 67) As we noted earlier that he learned how to play musical instruments and write music while still he was at St, Augustine, he also tried to familiarize himself with various bands such as jazz, Tampa and hillbilly which was also known as The Florida Playboys. It is while he was here that he learned his unique style of wearing dark glasses. During vacation times, Ray spent much of his time reading books and quenching his artistic desires and when Rays family moved from Greenville to Tallahassee, Ray got an opportunity to know some people who gave him moral support and motivated him something that helped in shaping his destiny. Later, he moved to Jacksonville and discovered that the place was much better that Tallahassee in terms of music job opportunities and that was why he came to like the place. (Winski, 95) As time went by, he moved to Florida and Orlando where he became very popular at playing piano. At this time Ray was not yet able to come up with his own songs and played those of other artists such as Nat king and Charles Brown. According to Charles Rays Biography, throughout his career, he skillfully gathered and artistically combined certain aspects of music to come up with his own music genre, soul. His discovery completely changed his personality from that of a blind man to that of a music star. (American Masters) When Ray was 17 years old, he moved to Seattle with the little money he had saved to look for better music opportunities. Here he performed in Maxim Trio which basically used the music style of Chris Brown and that of Cole Nat King. After a period of one year, this group produced its first masterpiece. According to Mark (2003, 54) it is during this time that Ray started indulging in hard drugs something that would later land him in troubles. At this period he started to shine in show business and decided to drop his last name Robinson to prevent being confused with boxing star Sugar Ray Robinson. (SwingMusic.Net, 2007) In the year that followed, he wrote a song that turned to be a national hit Baby Let Me Hold Your Hand although the black culture was despised by the whites with the exception of that of some black artists such as Nat King, Chris Brown and Louis Armstrong. Later, he signed a contract with Atlantic Records and released his first singles that made it to the charts It Should Have Been Me and the Mess Around. He spent the rest of the 1950s trying to combine jazz music, gospel and blues to produce hits such as Whatd Say, Hit the Road Jack, In My Own Tears and Georgia on My Mind. (Winski N., 1994) Though he played all types of music, his interest in music tended to lean on the spiritual side because most of his songs talk about his past experiences. He was very original when it came to music and refused to be swept away by the music waves of his time. Rock and Roll had burst onto the music world in 1995. Ray didnt change with it. He used what suited his style and left the rest to the kids coming up.(Beyer, 59) Due to his dynamic style of combining music, a new turning point both in music and in his life was witnessed. To succeed in music he knew that it was of essence his band to be comprised only of those people who knew his goals and shared his sentiments. Ray claimed that he only did what was natural to him and insisted that the music he produced came direct from his soul. He tried to encourage and influence the youth both Blacks and Whites to appreciate what black artists like him, Nat King, Little Richard and Chick Berry were doing in music. (Winski, 158) Before the end of 1955, Ray started to experiment on how his band would be if he included females in his back up and sooner than later, he discovered that their feminine voice combined very well with masculine voice. This discovery added uniqueness to his music and he would go with his back up to wherever he went to perform. Unfortunately he was arrested in 1964 for using Heroine drugs, a habit that he started back in the 1940s. He was put in California Sanitarium rehab where he decided to quit using drugs and was given a suspended sentence of five years. He returned to his career although his releases in the 1970s were either a hit or miss. His popularity was not greatly affected by being arrested and he even performed in presidential inaugurations for example that of Ronald Reagan and Bill Clinton in 1985 and 1993 respectively. He also performed in other big shows like the one that was held in Rome in 2002 and in a televised media journalist banquet in Washington Dc in 2003. Unfort unately, in the following year on 10th June, 2004, Ray Charles succumbed to liver complications. In short, the life of Ray Charles was a life that was greatly driven by musical passions. He started to develop interest in music while he was still very young. Though he turned blind at a very tender age, his career never ended and continued to grow and develop to greater heights till his death. Just like other artists, he was inspired by music idols such as Cole Nat king. These people and especially Nat King was his role model and helped him to become what he was. Ray started using heroine in 1940s and continued with the habit for about twenty years until he was arrested and put in a rehabilitation centre in 1964. He was an innovative musician who was able to come up with a new music genre which was a combination of various types of music such as jazz, blues and gospel music. It was for this reason that Ray came to be referred as the father of soul music. Works Cited American Masters. Ray Charles. Accessed online on July 17, 2008 athttp://www.pbs.org/wnet/americanmasters/database/charles_r.html Winski N. Ray Charles: Singer and Musician. Holloway House Publishing. 1994 SwingMusic.Net. Biography: Ray Charles: Crossed countless perceived musical Boundaries throughout his career. 2007. Retrieved athttp://www.swingmusic.net/Ray_Charles_Biography.html Mark B. Ray Charles. The Rosen Publishing Group. 2003

Isocrates and Plato on the Art of Rhetoric essays

Isocrates and Plato on the Art of Rhetoric essays Isocrates and Plato on the Art of Rhetoric Sophists in Greek times featured practical knowledge, which include governing and decision making. Sophists were willing to teach anyone who could pay for their services; therefore you had to have been raised in a wealthy family in order to be included. Isocrates was a sophist and opened the first permanent institution of higher liberal arts education. He taught the art of writing essays and how to become a great orator in his school. He focused mainly on the morality issues of topical political issues. Critics of these teachings were lead by Plato. The emphasis taught by Isocrates was contrary to the traditional philosophers, like Plato, who were engaged in seeking the truth. Plato made his skills of governance available to anyone, regardless of birth and wealth. Plato viewed rhetoric as, Mere flattery and as a vehicle for misleading others, (Golden, p.9). Isocrates and Plato had different views of what rhetoric meant; their views are contrasted throughout the paper. Isocrates believed that rhetoric was meant to be read rather then delivered. The rhetoric he taught exhibited vocabulary, figures of speech, and many illustrations from history and philosophy. Isocrates thought that a rhetorician should manipulate the style of language to meet the needs of the speech. Isocrates thought that language could take fundamental forms, These were to be mixed, shaped, fitted together, in the same way that a painter mixes colors or a sculptor smoothes a joint, (www.1cc.gatech.edu/gallery/rhetoric/figures/isocrates.html). Isocrates distinguished himself from his contemporary rhetoricians by not believing that any general rule can be applied to rhetoric. Isocrates thought that, All general principles must fail because they screen out the particulars of a given situation, which must be taken into account in all truly good moral and rhetorical decisions&quo...

Biography of Frederick I Barbarossa, Holy Roman Emperor

Biography of Frederick I Barbarossa, Holy Roman Emperor Fast Facts: Frederick I (Barbarossa) Known For: Holy Roman Emperor and Warrior KingAlso Known As: Frederick Hohenstaufen, Frederick Barbarossa, Emperor Frederick I of the Holy Roman Empire  Born: Exact date unknown; circa 1123, birthplace thought to be SwabiaParents:  Frederick II, Duke of Swabia, Judith, the daughter of Henry IX, Duke of Bavaria, known also as Henry the Black.  Died: June 10, 1190 near Saleph  River,  Cilician ArmeniaSpouse(s): Adelheid of Vohburg, Beatrice I, Countess of BurgundyChildren: Beatrice, Frederick V, Duke of Swabia, Henry VI, Holy Roman Emperor,  Conrad, later renamed  Frederick VI, Duke of Swabia, Gisela, Otto I, Count of Burgundy, Conrad II, Duke of Swabia  and Rothenburg, Renaud, William, Philip of Swabia, AgnesNotable Quote: It is not for the people to give laws to the prince, but to obey his mandate. (attributed) Early Life Frederick I Barbarossa was born in 1122 to Frederick II, Duke of Swabia, and his wife Judith. Barbarossas parents were members of the Hohenstaufen dynasty and House of Welf, respectively. This provided him with strong family and dynastic ties that would aid him later in life. At the age of 25, he became the Duke of Swabia following his fathers death. Later that year, he accompanied his uncle Conrad III, King of Germany, on the Second Crusade. Though the crusade was a tremendous failure, Barbarossa acquitted himself well and earned the respect and trust of his uncle. King of Germany Returning to Germany in 1149, Barbarossa remained close to Conrad and in 1152, he was summoned by the king as he lay on his deathbed. As Conrad neared death, he presented Barbarossa with the Imperial seal and stated that the 30-year-old duke should succeed him as king. This conversation was witnessed by the Prince-Bishop of Bamberg, who later stated that Conrad was in full possession of his mental powers when he named Barbarossa his successor. Moving quickly, Barbarossa garnered the support of the prince-electors and was named king on March 4, 1152. As Conrads 6-year-old son had been prevented from taking his fathers place, Barbarossa named him Duke of Swabia. Ascending to the throne, Barbarossa wished to restore Germany and the Holy Roman Empire to the glory it had achieved under Charlemagne. Traveling through Germany, Barbarossa met with the local princes and worked to end the sectional strife. Using an even hand, he united the princes interests while gently reasserting the power of the king. Though Barbarossa was King of Germany, he had not yet been crowned Holy Roman Emperor by the pope. Marching to Italy In 1153, there was a general feeling of dissatisfaction with the papal administration of the Church in Germany. Moving south with his army, Barbarossa sought to calm these tensions and concluded the Treaty of Constance with Pope Adrian IV in March 1153. By the terms of the treaty, Barbarossa agreed to aid the pope in fighting his Norman enemies in Italy in exchange for being crowned Holy Roman Emperor. After suppressing a commune led by Arnold of Brescia, Barbarossa was crowned by the Pope on June 18, 1155. Returning home that fall, Barbarossa encountered renewed bickering among the German princes. To calm affairs in Germany, Barbarossa gave the Duchy of Bavaria to his younger cousin Henry the Lion, Duke of Saxony. On June 9, 1156, at Wà ¼rzburg, Barbarossa married Beatrice of Burgundy. Next, he intervened in a Danish civil war between Sweyn III and Valdemar I the following year. In June 1158, Barbarossa prepared a large expedition to Italy. In the years since he was crowned, a growing rift had opened between the emperor and the pope. While Barbarossa believed that the pope should be subject to the emperor, Adrian, at the Diet of Besanà §on, claimed the opposite. Marching into Italy, Barbarossa sought to reassert his imperial sovereignty. Sweeping through the northern part of the country, he conquered city after city and occupied Milan on September 7, 1158. As tensions grew, Adrian considered excommunicating the emperor; he died before taking any action. In September 1159, Pope Alexander III was elected and immediately moved to claim papal supremacy over the empire. In response to Alexanders actions and his excommunication, Barbarossa began supporting a series of antipopes beginning with Victor IV. Traveling back to Germany in late 1162, to quell unrest caused by Henry the Lion, he returned to Italy the following year with the goal of conquering Sicily. These plans quickly changed when he was required to suppress uprisings in northern Italy. In 1166, Barbarossa attacked toward Rome at won a decisive victory at the Battle of Monte Porzio. His success proved short-lived, however, as disease ravaged his army and he was forced to retreat back to Germany. Remaining in his realm for six years, he worked to improve diplomatic relations with England, France, and the Byzantine Empire. Lombard League During this time, several of the German clergy had taken up the cause of Pope Alexander. Despite this unrest at home, Barbarossa again formed a large army and crossed the mountains into Italy. Here, he met the united forces of the Lombard League, an alliance of northern Italian cities fighting in support of the pope. After winning several victories, Barbarossa requested that Henry the Lion join him with reinforcements. Hoping to increase his power through the possible defeat of his uncle, Henry refused to come south. On May 29, 1176, Barbarossa and a detachment of his army were badly defeated at Legnano, with the emperor believed killed in the fighting. With his hold over Lombardy broken, Barbarossa made peace with Alexander at Venice on July 24, 1177. Recognizing Alexander as pope, his excommunication was lifted and he was reinstated into the Church. With peace declared, the emperor and his army marched north. Arriving in Germany, Barbarossa found Henry the Lion in open rebellion of his authority. Invading Saxony and Bavaria, Barbarossa captured Henrys lands and forced him into exile. Third Crusade Though Barbarossa had reconciled with the pope, he continued to take actions to strengthen his position in Italy. In 1183, he signed a treaty with the Lombard League, separating them from the pope. Also, his son Henry married Constance, the Norman princess of Sicily, and was proclaimed King of Italy in 1186. While these maneuvers led to increased tension with Rome, it did not prevent Barbarossa answering the call for the Third Crusade in 1189. Death Working in conjunction with Richard I of England and Philip II of France, Barbarossa formed an immense army with the goal of retaking Jerusalem from Saladin. While the English and French kings traveled by sea to the Holy Land with their forces, Barbarossas army was too large and was forced to march overland. Moving through Hungary, Serbia, and the Byzantine Empire, they crossed the Bosporus into Anatolia. After fighting two battles, they arrived at the Saleph River in southeast Anatolia. While stories vary, it is known that Barbarossa died on June 10, 1190, while jumping into or crossing the river. His death led to chaos within the army and only a small fraction of the original force, led by his son Frederick VI of Swabia, reached Acre. Legacy Over the centuries following his death, Barbarossa became a symbol for German unity. During the 14th century, there was a belief that he would rise from the imperial castle of Kyffhuser. During World War II, the Germans launched a massive attack against Russia, which they dubbed Operation Barbarossa in honor of the medieval emperor.

Bring Your Own Device Research Paper Example | Topics and Well Written Essays - 3500 words

Bring Your Own Device - Research Paper Example The first section of this paper briefly introduces the BYOD/BYOT trend and implications for all the stakeholders in the educational sector and highlights the public discourse surrounding the trend. The second section discusses the theory underlying the BYOD/BEYOT trend by synthesizing arguments of peer-reviewed journal articles and creating connections with educational practice in an actual educational setting. This section also highlights specific gains of the BYOD trend in terms of positive changes in educational practice among other things. The third section of the paper provides my own stance on the manner in which the BYOD trend can be addressed in school, besides reviewing the overall findings of the discussion and reflecting on what it means for my own thinking about teaching and learning. Eventually, this section draws upon authoritative evidence in support of a claim that the BYOD trend has certain ramifications for teaching and learning in schools, which must be considered by decision makers. In recognition of the rapidly changing times, the need to enable students to adjust effectively to the contemporary information society and to take advantage of the modern digital technology in education, schools have sought to provide computers and other digital technologies for use by learners (Hill, 2011). However, due to financial constraints and the high cost of digital technologies, not many schools have been able to provide sufficient computers and digital technologies for their students.

Formal and Informal Organisations Essay Example | Topics and Well Written Essays - 1000 words

Formal and Informal Organisations - Essay Example The paper tells that the nature of clientele and the manner of activities that form their core objectives sometimes demand that formality can be suspended to attain immediate outcomes as situations of the health of patient might warrant. Nevertheless, for the reasons of administrative effectiveness, they must strive to retain formal organization to stand the challenges of the medical-legal issues, economy, and the body politics medical professionalism. This critical analysis looks at the pertinent predicaments in the health and social services sector and evaluates the remedies that they may have to manage such exigencies. Social or health organizations derive their institutional power from the quality of services they render to clients. They must, therefore, objectify their systems to their most desirable outcomes without which they may have no regard. On the other hand, such organizations render very useful services to the public and therefore must be very rigidly controlled and reg ulated. They organizational types they must embrace therefore result from a unique mix of opportunities and challenges. Conventionally, health and social organizations assume a formal design because of the centralized administrative practices in the public sector. Mixed systems in the institutional plan are therefore called for to bridge the gap between uncertainties and emergency. It is through the mixed designs that many organizations adjust to their real predicaments and survive the market. Without the ability to survive, organizations would simply perish to bankruptcy. The demands at the operations end of the organization are enormous. It is the nature of such demands that compel the organizations to adjust to informal approaches to such operations. It must be mentioned that such organizations retain perfect formal operations at the policy and administrative levels.

Participant-Observer Exercise Essay Example for Free

Participant-Observer Exercise Essay First of all, I am grateful to all class members and our instructor for the experience that I was able to acquire during this course. This is a good example of experiential learning – here we all had opportunities to transform our theoretical knowledge into real life experience. It really proved effective. I may also note that the last group engagement exercise did not disprove my previous hypotheses: with time and the experience of joint work we all got more confident about the tasks, and with the raise of confidence our productivity increased. I think we all got to know each other better and it increased the level of confidence. My hypothesis for this week is: â€Å"Group work gets real meaning and becomes more productive when group members bring in their personal insights and personal experiences instead of confining themselves to theorizing and relying on common sense. † At first, we knew each other too little to be open and share our personal experience. With time, we got to know each other better and gradually became more relaxed about sharing our thoughts. I think it had a positive impact on our performance. It helped to provide more examples of the concepts we presented. Our task was to discuss experiential learning and how it assists in exercising leadership and understanding group dynamics. We focused on several chosen principles in our presentation, and each of us was able to vitalize theory by referring to specific examples. This level of openness was quite impossible during the first exercise. Personal insights helped us all better understand theory and make a more interesting presentation. In fact, this experience once again proves Principle 9 that we discussed in our presentation: â€Å"The more supportive, accepting, and caring the social environment, the freer a person is to experiment with new behaviors, attitudes, and action theories† (Johnson Johnson, 2009, p. 51). Since all were open and ready to introduce a personal insight, we felt the environment to be rather supportive and accepting. As a result, we felt more confident and could communicate our thoughts freely. It provided greater value to our group work and helped to fulfill our task more successfully. References Johnson, D. W. , Johnson, F. P. (2009). Joining together: Group theory and group skills. 10th ed. Boston, MA: Allyn Bacon.

When Worlds Collide Essay -- Culture Anglo Saxon Essays

When Worlds Collide The world of Beowulf and that of modern America have some interesting similarities. The Anglo- Saxon belief in "wyrd," or fate, is alive and well in the 21st century. Like the Anglo- Saxons, our culture regards the crime of killing one’s own kin or family to be the most heinous of all. Americans love entertainment just as much as the Anglo- Saxons of Beowulf’s time did. Of course, with our modern technology like movies, television, and the Internet, we are allowed to experience many more methods of enjoyment than medieval people were able to enjoy. However, their culture is remembered through portions of our popular culture. Within its pages, Beowulf contains the notion of â€Å"wyrd.â€Å" This is the Anglo- Saxon concept of fate, the idea that everything is destined or planned to happen. The Anglo- Saxon people believed that everything was predetermined and that all their fates were already fixed. Beowulf says to Unferth that â€Å"Fate often saves an undoomed man when his courage is good,†(p.12) meaning that fate may save a warrior if he has true courage. In modern- day America, this idea of fate is similar to the idea of having ‘an angel on your shoulder.’ Many of the people who survived the September 11th tragedy did so by missing their train that day or getting struck in traffic. One gentleman who worked high up in the first tower surfed down twelve flights of stairs as the building collapsed and survived with only a broken leg. Some believe that it was just chance or a random thing, but many believe that it was fate that saved them, the idea being that some other force had pl ans for these people and that their time on this earth was not yet over. In Beowulf’s time, the w... ... Lord of the Rings, originally a trilogy of books written by J.R.R. Tolkien, pays respect to the ancient culture and ways of the Norse people, with their traditions of oral story telling and epic quests embedded within the story’s plot. These similarities show where some of our roots as Americans come from. Our culture is a massive patchwork quilt of various cultures and ethnicity. There are strong strains of this ancient culture running through our modern society. Beowulf is only one example of the Anglo- Saxon literature we possess today, but from it, we obtain more of what their culture was and we keep some these values alive in our own ways. Works Cited Associated Press. â€Å"Doctor: Yates felt she had no choice.† http://www.msnbc.com/news/709713.asp 5 March 2002. Howe, Nicholas ed. Beowulf: A Prose Translation. New York: W.W. Norton & Company, 2002.

How We Listen By Aaron Copland

In his essay How We Listen, Aaron Copland classifies and divides the listening process into three parts: the sensuous place, the expressive plane, and the sheerly musical plane (1074). I believe by this mechanical separation, Copland succeeds in discussing difficult topic, so natural that most people tend to by pass it. He uses analogy and sometimes stresses on certain situation where these planes are abused or become a cause of a problem. The main purpose for Copland to separate the listening process is for the reader to learn and study how they listen. Coplands success in the clarification mainly because of two methods: (1) Categorizing the listening process in different parts and use an analogy to unite it to bring back the general idea of the listening process and (2) by answering and addressing to problems so the readers will understand and have a different view of the text. Categorizing the listening process People listen on the sensuous plane for pure entertainment. For example, turning one the radio while doing something else and absentmindedly bathes in the sound (1074). Copland continues talking about the sound stuff (1075) and how composers manipulate it differently. Good listener should realize that lovely sounding music is not necessarily great music. I believe putting the sensuous plane before the other two is a good technique, since this is the plane most people often relates to. Second plane is the expressive one. Copland now discusses the notion of meaning in music. In his view, music has a meaning but this meaning is not concrete and sometimes it cannot be expressed in words. This plane explains why we get moved or relaxed by music. It is more difficult to grasp and required more deep thought because Copland claims that meaning in music should be no more than a general concept (1076). This issue is very philosophical and one must accept the train to understand this plane. The next plane deals with the manipulation of the notes and offers a more intellectual approach in enhancing musical appreciation. The actual structure of the music as such the length of the note, pitch, harmony, and tone color are emphasized in this section of the essay. This basic study of the structure is a must to form a firm foundation in the musical piece and to understand the diagnosis of it. This technical and more scientific plane is contradictory to the philosophical sensuous plane. Therefore, it is another good technique of Copland to write one right after the other to cover the whole listening process. after expounding his theory on the way we listen, Copland uses the analogy of a theoretical play to drive the point home. This is yet another good technique used by Copland: allowing him to clearly demonstrate the interrelating of the three planes. Regarding the ideal listener, Copland says: In a sense, the ideal listener is both inside and outside the music at the same moment, judging it and enjoying it, wishing it would go one way and watching it go anotheralmost like the composer at the moment he composes it; because in order to write his music, the composer must also be inside and outside his music, carried away but it and yet coldly critical of it. (1078) It is obvious that in Coplands view the best approach consists of the balanced mixture of all three planes. Answering and addressing to problems Copland uses the three planes of the listening process to mark the division of his essay. For great clarity, the text is very clearly organized. He starts with the introduction and tackles the sensuous plane in the second paragraph. Many people may wonder what kind of a problem lies in a purely entertainment plane. He claims that the sensuous plane is abused by people who listens to music to escape reality, yet still addresses themselves as a good music lovers. Copland warns: Yes, the sound appeal of music is a potent and primitive force, but you must not allow it to usurp a disproportionate share of your interest. The sensuous plane is an important one in music, a very important one, but it does not constitute the whole story. The understanding of sensuous plane and the actualization that there are more planes in the listening process is stressed. Copland then continues with the expressive plane, objecting to the notion of simple-minded people that music should have concrete meaning. He argues that meaning cannot be explained by words and that people should simply be satisfied with a general concept: feel the music. Moving to the third plane -the sheerly musical one- Copland talks about music in terms of notes. This plane concerns musicians and audience alike. What may go wrong with the makers of music themselves According to Copland, professional musicians are sometimes too conscious of the notes: They [professional musicians] often fall into the error of becoming so engrossed with their arpeggios and staccatos that they forget the deeper aspects of the music they are performing. (1077) From this statement, I believe that theres a fear of losing the expressive plane, if this problem triggers. On the other hand, we have the general audience. Listeners often neglect them. He argues that a good listener should know the musical structure in order to enhance the enjoyment of music on this plane.

Example of a Consent Form

Research Consent Form Brigham and Women’s Hospital Dana-Farber Cancer Institute Massachusetts General Hospital Version III. a August 1998 Pi_dist9. doc Imprint Patient ID Number Protocol Title: Developmental Anatomy Genome Project (DGAP) Principal/Overall Investigator: Cynthia C. Morton, Ph. D. Site-Responsible Investigator(s)/Institution: James Gusella, Ph. D. /MGH Co-Investigator(s)/Study Staff: Drs. B Quade, A Ligon, R Maas, A Michelson, J Gusella, M MacDonald, E Lemyre, J Lewis Description of Subject Population: Patients with congenital anomalies PURPOSEWe would like permission to enroll you as a participant in a research study. The purpose of this research is to identify and study genes involved in human development. You have been asked to participate in this research study because you (or your child) have (or has) one or more developmental abnormalities and chromosomal abnormalities that have been present since birth. Such chromosomal abnormalities may disrupt the functi on of genes required for normal growth and development. By identifying these genes in people with specific birth defects, we hope to reach a greater understanding of how the human body grows and develops.STUDY CONTACTS This study is being organized by Dr. Cynthia C. Morton, who can be reached at 617-732-7980 with any questions you may have during the course of this study. If you enrolled at the MGH, please contact Dr. James Gusella at 617-726-5724. PROCEDURES If you agree to participate, you will donate a blood sample. The amount of blood drawn will vary with age (less than 2 years old: about 1 tablespoon; ages 2-10 years: about 2 tablespoons; ages 11 years and up: about 2-4 tablespoons) and may be reduced for smaller individuals.In general, after you have donated blood, cells or tissue samples no additional hospitalization or clinic visits will be required for you to participate in this study. Any of the samples you donate will be used to establish an immortal cell line. This means that an inexhaustible supply of DNA will be available for genetic research. DNA is the genetic material from which genes are made. These samples may be stored/banked for future use and/or shared with other investigators associated with this study. These stored or distributed samples will NOT be labeled with your name.Do you agree to this (please circle one choice): Page 1 of 5 Subject Population: Patients with congenital anomalies IRB Protocol Number: 1999P-003090 98-09233 Sponsor Protocol Number: N/A Consent Form Approval Date: DECEMBER 9, 1999 Amendment Number Approved: N/A IRB Expiration Date: Amendment Approval Date: N/A NOVEMBER 22, 2000 Research Consent Form Brigham and Women’s Hospital Dana-Farber Cancer Institute Massachusetts General Hospital Version III. a August 1998 Pi_dist9. doc Imprint Patient ID Number YES NO You may be contacted in the future and asked for additional samples to continue research.If you do not wish to be contacted in the future, you may indica te this below: YES, okay to contact NO, do not contact As mentioned above, samples that are sent to the research laboratory will be assigned a code number. The key to this code will be maintained in locked files by Dr. Cynthia Morton, and your (or your child's) identity will not be revealed to anybody other than your referring physician. Important non-identifying information such as sex, age, and nature of your developmental abnormality will be transmitted to the research laboratory in order to correlate study results with specific developmental problems.The information obtained from this study of your donated blood or tissue is not known to be useful clinically or diagnostically at this time. The research is currently useful only as a means of understanding genes and developmental abnormalities. Results from these genetic studies will NOT be placed in your (or your child's) medical record. We will not communicate these results directly to you; study results will be released to your referring physician. COSTS No charges will be billed to your insurance company or to you for this study. You should be sure that no charges for the blood draw are to be filed with your insurance company.If the person who draws your blood intends to bill you, you should pay for this yourself and send a copy of the bill to the investigator who will reimburse you. RISKS AND DISCOMFORTS There are minor risks and discomforts associated with blood sampling. This includes a brief amount of pain and possibly a small bruise at the needle site. Occasionally a person feels faint when his/her blood is drawn. Rarely an infection develops, but if this occurs the infection can be treated. Disclosure of Study Results Information about your participation in a genetic study may influence insurance and/or employers regarding your health status.We will use many safeguards to prevent unintentional disclosure: I) information about your participation in, and the results of, this research will NOT be plac ed in your medical records, II) research data (including data collected from medical charts) will be entered only into a research database. No names will be entered into this database, only the codes assigned to submitted samples. Other investigators will NOT be given a key to this code, and III) NO results from this study will be released to anyone other than your referring physician.You can also minimize these risks by not sharing with others the fact that you have participated in genetic studies. Page 2 of 5 Subject Population: Patients with congenital anomalies IRB Protocol Number: 1999P-003090 98-09233 Sponsor Protocol Number: N/A Consent Form Approval Date: DECEMBER 9, 1999 Amendment Number Approved: N/A IRB Expiration Date: Amendment Approval Date: N/A NOVEMBER 22, 2000 Research Consent Form Brigham and Women’s Hospital Dana-Farber Cancer Institute Massachusetts General Hospital Version III. a August 1998 Pi_dist9. doc Imprint Patient ID NumberThese studies are for res earch purposes only. Therefore, NO study results will be communicated to you at any time. However, in the event that this research study uncovers information that we feel MAY impact your healthcare (either positively or negatively), we will convey this information to your physician. After the potential significance of such results has been explained to you by your physician, you will be offered an opportunity to obtain independent diagnostic confirmation of this research finding in a laboratory which specializes in this type of clinical testing.This diagnostic testing will ONLY take place IF you provide additional consent for it. Only the result of the confirmatory test would be entered into your medical record by the diagnostic laboratory or your physician. BENEFITS At this time, we know of no direct benefit to you (or your child) as a result of participation in this research study. Participation is completely voluntary and your alternative is to not participate. Other individuals may benefit in the future if these studies provide useful information about identifying or treating developmental abnormalities.ALTERNATIVES You are free to participate or not to participate in this study. If you choose not to participate, your medical care and treatment will NOT be affected. Page 3 of 5 Subject Population: Patients with congenital anomalies IRB Protocol Number: 1999P-003090 98-09233 Sponsor Protocol Number: N/A Consent Form Approval Date: DECEMBER 9, 1999 Amendment Number Approved: N/A IRB Expiration Date: Amendment Approval Date: N/A NOVEMBER 22, 2000 Research Consent Form Brigham and Women’s Hospital Dana-Farber Cancer Institute Massachusetts General HospitalVersion III. a August 1998 Pi_dist9. doc Imprint Patient ID Number THE FOLLOWING PARAGRAPHS CONTAIN STANDARD INFORMATION WHICH GENERALLY APPLIES TO PERSONS INVOLVED IN A RESEARCH STUDY AND ARE REQUIRED ON ALL CONSENT FORMS. CONFIDENTIALITY Medical information produced by this study will become part of your hospital medical record, unless specifically stated otherwise in this consent form. Information that does not become part of your medical record will be stored in the investigator’s file and identified by a code number only.The code key connecting your name to specific information about you will be kept in a separate, secure location. Your medical record is available to health care professionals at Brigham and Women’s Hospital (BWH), Dana-Farber Cancer Institute (DFCI), or Massachusetts General Hospital (MGH), collectively called the â€Å"Hospitals†, and may be reviewed by appropriate Hospital staff members in the course of carrying out their duties; however, they are required to maintain confidentiality in accordance with applicable laws and the policies of the Hospitals.Information contained in your records may not be given to anyone unaffiliated with the Hospitals in a form that could identify you without your written consent, except as described in thi s consent form or as required by law. It is possible that your medical and research record, including sensitive information and/or identifying information, may be inspected and/or copied by the study sponsor (and/or its agent), the Food and Drug Administration (FDA), federal or state government agencies, or hospital accrediting agencies, in the course of carrying out their duties.If your record is inspected or copied by the study sponsor (and/or its agents), or by any of these agencies, the Hospitals will use reasonable efforts to protect your privacy and the confidentiality of your medical information. The results of this study may be published in a medical book or journal or used for teaching purposes. However, your name or other identifiers will not be used in any publication or teaching materials without your specific permission. In addition, if photographs, audiotapes or videotapes were taken during the study that could identify you, then you must give special written permissio n for their use.In that case, you will be given the opportunity to view or listen, as applicable, to the photographs, audiotapes or videotapes before you give your permission for their use if you so request. REQUEST FOR MORE INFORMATION You may ask more questions about the study at any time. The investigator(s) will provide their telephone number so that they are available to answer your questions or concerns about the study. You will be informed of any significant new findings discovered during the course of this study that might influence your continued participation.If during the study or later, you wish to discuss your rights as a research subject, your participation in the study and/or concerns about the study, a research-related injury with someone not directly involved in the study, or if you feel under any pressure to enroll in this study or to continue to participate in this study, you are asked to contact a representative of the Human Research Committees at BWH (617) 732-7 200, at MGH (617) 726-3493, or at the Protocol Administration Office at DFCI (617) 632-3029. A copy of this consent form will be given to you to keep. Page 4 of 5 Subject Population: Patients with congenital anomaliesIRB Protocol Number: 1999P-003090 98-09233 Sponsor Protocol Number: N/A Consent Form Approval Date: DECEMBER 9, 1999 Amendment Number Approved: N/A IRB Expiration Date: Amendment Approval Date: N/A NOVEMBER 22, 2000 Research Consent Form Brigham and Women’s Hospital Dana-Farber Cancer Institute Massachusetts General Hospital Version III. a August 1998 Pi_dist9. doc Imprint Patient ID Number REFUSAL OR WITHDRAWAL OF PARTICIPATION Participation in this study is voluntary. You do not have to participate in this study. Your present or future care will not be affected should you choose not to participate.If you decide to participate, you can change your mind and drop out of the study at any time without affecting your present or future care in the Hospitals. In additi on, the doctor in charge of this study may decide to end your participation in this study at any time after he/she has explained the reasons for doing so and has helped arrange for your continued care by your own doctor, if needed. INJURY STATEMENT If you are injured during the course of the study and as a direct result of this study, you should contact the investigator at the number provided.You will be offered the necessary care to treat that injury. This care does not imply any fault or wrong-doing on the part of the Hospitals or the doctor(s) involved. Where applicable, the Hospitals reserve the right to bill third party payers for services you receive for the injury. The Hospitals will not provide you with any additional compensation for such injuries. SIGNATURE I confirm that the purpose of the research, the study procedures and the possible risks and discomforts as well as potential benefits that I may experience have been explained to me.Alternatives to my participation in t he study also have been discussed. All my questions have been answered. I have read this consent form. My signature below indicates my willingness to participate in this study. Subject/Patient Date Witness/Advocate/Minor/Legal Guardian (if required) Date Additional Signature (if required)(identify relationship to subject) Date I have explained the purpose of the research, the study procedures, identifying those that are investigational, the possible risks and discomforts as well as potential benefits and have answered any questions regarding the study to the best of my ability.Study Representative Date Investigator Complete This Information At Enrollment for HEMATOLOGY/ONCOLOGY PROTOCOLS ONLY (A copy of this form should be faxed to the QCC and to the appropriate Medical Records) Primary Care Physician’s Name: Date protocol treatment begins for this subject: Diagnosis: Page 5 of 5 Subject Population: Patients with congenital anomalies IRB Protocol Number: 1999P-003090 98-09233 Sponsor Protocol Number: N/A Consent Form Approval Date: DECEMBER 9, 1999 Amendment Number Approved: N/A IRB Expiration Date: Amendment Approval Date: N/A NOVEMBER 22, 2000

Grover Cleveland, 22nd and 24th U.S. President

Grover Cleveland, 22nd and 24th U.S. President Grover Cleveland (March 18, 1837–June 24, 1908) was a New York lawyer who went on to become governor of New York and then president of the United States. He remains the only American president to serve two non-consecutive terms in office (1885–1889 and 1893–1897). A Democrat, Cleveland supported fiscal conservatism and fought against the cronyism and corruption of his time. Fast Facts: Grover Cleveland Known For: 22nd and 24th president of the United StatesAlso Known As: Stephen Grover ClevelandBorn: March 18, 1837 in Caldwell, New JerseyParents: Richard Falley Cleveland, Ann NealDied: June 24, 1908  in Princeton, New JerseyEducation: Fayetteville Academy and the Clinton Liberal AcademyAwards and Honors:  Namesake for numerous parks, roads, schools; likeness on a U.S. postage stampSpouse: Frances FolsomChildren: Ruth,  Esther, Marion,  Richard, Francis Grover, Oscar (illegitimate)Notable Quote: â€Å"A cause worth fighting for is worth fighting for to the end.† Early Life Cleveland was born on March 18, 1837, in Caldwell, New Jersey. He was one of  nine offspring of Ann Neal and Richard Falley Cleveland, a Presbyterian minister who died when Grover was 16. He started attending school at the age of 11, but when his father died in 1853, Cleveland left school to work and support his family. He moved to Buffalo, New York in 1855 to live and work with his uncle. He also studied law there on his own. Despite the fact that he never attended college, Cleveland was admitted to the bar in 1859 at age 22. Career Before the Presidency Cleveland went into law practice and became an active member of the Democratic Party in New York. He was the sheriff of Erie County, New York from 1871–1873 and gained a reputation for fighting against corruption. His political career then led him to become the mayor of Buffalo in 1882. In this role, he exposed graft, lowered the costs of transportation, and vetoed pork barrel allocations of funds. His reputation as an urban reformer appealed to the Democratic Party, which tapped him to become governor of New York from 1883–1885. Marriage and Children On June 2, 1886, Cleveland married Frances Folsom at the White House during his first presidential term. He was 49 and she was 21. Together they had three daughters and two sons.  His daughter Esther was the only child of a president born in the White House. Cleveland was alleged to have had a child by a premarital affair with Maria Halpin. He was unsure of the childs paternity but accepted responsibility. Election of 1884 In 1884, Cleveland was nominated by the Democrats to run for president. Thomas Hendricks was chosen as his running mate. Their opponent was James Blaine. The campaign was one largely of personal attacks rather than substantive issues. Cleveland narrowly won the election with 49% of the popular vote while gaining 219 of the possible 401 electoral votes. First Term: March 4, 1885–March 3, 1889 During his first administration, Cleveland championed several important acts: The Presidential Succession Act passed in 1886 and provided that, upon the death or resignation of both the president and vice president, the line of succession would go through the cabinet in chronological order of creation of the cabinet positions.In 1887, the  Interstate Commerce  Act passed and created the Interstate Commerce Commission. This bodys job was to regulate interstate railroad rates. It was the first federal regulatory agency.In 1887, the Dawes Severalty Act passed and granted citizenship and title to reservation land for  Native Americans  who were willing to renounce their tribal allegiance. Election of 1892 Cleveland won the nomination again in 1892 despite New Yorks opposition through the political machine known as Tammany Hall. Along with his running mate Adlai Stevenson, Cleveland ran against the incumbent President Benjamin Harrison, who defeated Cleveland four years prior. James Weaver ran as a third-party candidate. In the end, Cleveland won with 277 out of a possible 444 electoral votes. Second Term: March 4, 1893–March 3, 1897 Economic events and challenges became a major focus of Clevelands historic second presidency. In 1893, Cleveland forced the withdrawal of a treaty that would have annexed Hawaii because he felt the United States was wrong in helping with the overthrow of Queen Liliuokalani. In 1893, an  economic depression  began called the Panic of 1893. Thousands of businesses went under and riots broke out. However, the government did little to help because it was not seen as constitutionally allowed. A strong believer in the gold standard, Cleveland called Congress into session to repeal the Sherman Silver Purchase Act. According to this act, silver was purchased by the government and was redeemable in notes for either silver or gold. Clevelands belief that this was responsible for reducing the gold reserves was not popular with many in the  Democratic Party. In 1894, the  Pullman Strike  occurred. The  Pullman Palace Car Company  had reduced wages and the workers walked out under the leadership of  Eugene V. Debs. When violence broke out, Cleveland ordered federal troops in and arrested Debs, thus ending the strike. Death Cleveland retired from active political life in 1897 and moved to Princeton, New Jersey. He became a lecturer and member of the Board of Trustees of Princeton University. Cleveland died on June 24, 1908, of heart failure. Legacy Cleveland is considered by historians to have been one of Americas better presidents. During his time in office, he helped usher in the beginning of federal regulation of commerce. Further, he fought against what he saw as private abuses of federal money. He was known for acting upon his own conscience despite opposition within his party. Sources The Editors of Encyclopaedia Britannica. â€Å"Grover Cleveland.†Ã‚  Encyclopà ¦dia Britannica, 14 Mar. 2019.Editors, History.com. â€Å"Grover Cleveland.†Ã‚  History.com, AE Television Networks, 27 Oct. 2009.â€Å"Grover Cleveland: Life Before the Presidency.†Ã‚  Miller Center, 18 July 2017.

Burdens of History Essay Example for Free

Burdens of History Essay The British imperial history has long been a fortress of conservative scholarship, its study separated from mainstream British history, its practitioners resistant to engaging with new approaches stemming from the outside – such as feminist scholarship, postcolonial cultural studies, social history, and black history. In this light, Antoinette Burton’s Burdens of History: British Feminists, Indian Women, and Imperial Culture, 1865-1915 represents challenges to the limited vision and exclusivity of standard imperial history. Burton’s Burdens of History is part of a budding new imperial history, which is characterized by its diversity instead of a single approach. In this book, the author examines the relationship between liberal middle-class British feminists, Indian women, and imperial culture in the 1865-1915 period. Its primary objective is to relocate â€Å"British feminist ideologies in their imperial context and problematizing Western feminists’ historical relationships to imperial culture at home† (p. 2). Burton describes Burdens of History as a history of â€Å"discourse† (p. 7). By this, she means the history of British feminism, imperialism, orientalism, and colonialism. Throughout the book, the author interposes and synthesizes current reinterpretations of British imperial history, women’s history, and cultural studies that integrate analyses of race and gender in attempts at finding the ideological structures implanted in language. In this book, Burton analyzes a wide assortment of feminist periodicals for the way British feminists fashioned an image of a disenfranchised and passive colonized female â€Å"Other†. The impact of the message conveyed was to highlight not a rejection of empire – as modern-day feminists too readily have tended to assume – but a British feminist imperial obligation. According to Burton, empire lives up to what they and many of their contemporaries believed were its purposes and ethical ideals. Burton based her book on extensive empirical research. Here, she is concerned with the material as well as the ideological and aware of the complexity of historical interpretation. Backed by these, the author particularly examines the relationship between imperialism and women’s suffrage. Burton brings together a remarkable body of evidence to back her contention that women’s suffrage campaigners’ claims for recognition as imperial citizens were legitimated as â€Å"an extension of Britain’s worldwide civilizing mission† (p. 6). Centering on the Englishwoman’s Review before 1900 and suffrage journals post 1900, the author finds an imperialized discourse that made British women’s parliamentary vote and emancipation imperative if they were to â€Å"shoulder the burdens required of imperial citizens† (p. 172). The author shows in Burdens of History how Indian women were represented as â€Å"the white feminist burden† (p. 10) as â€Å"helpless victims awaiting the representation of their plight and the redress of their condition at the hands of their sisters in the metropole† (p. 7). Responding both on the charge that white feminists need to address the method of cultural analysis pioneered by Edward Said and the imperial location and racial assumptions of historical feminisms, Burton explores the images of Indian women within Victorian and Edwardian feminist writing. In her analysis, the author argues that Indian women functioned as the ideological â€Å"Other† within such texts, their presence serving to authorize feminist activities and claims. By creating an image of tainted Oriental womanhood, and by presenting enforced widowhood, seclusion, and child marriage as â€Å"the totality of Eastern women’s experiences† (p. 67), British feminists insisted on their own superior emancipation and laid claim to a wider imperial role. However, while feminists persistently reiterated their responsibility for Indian women, the major purpose of such rhetoric was to institute the value of feminism to the imperial nation. According to the author: â€Å"The chief function of the Other woman was to throw into relief those special qualities of the British feminist that not only bound her to the race and the empire but made her the highest and most civilized national female type, the very embodiment of social progress and progressive civilization† (p. 83). According to Burton, British feminists were, â€Å"complicitous with much of British imperial enterprise† (p. 25): their movement must be seen as supportive of that wider imperial effort. She sustains this argument through an examination of feminist emancipatory writings, feminist periodicals and the literature of both the campaign against the application of the Contagious Diseases Acts in India and the campaign for the vote. Indeed, the greatest strength of this book lies in the fact that Burton has made a n extensive search through contemporary feminist literature from a new perspective. In the process, she recovers some quite interesting subgenres within feminist writing. She shows, for instance, how feminist histories sought to reinterpret the Anglo-Saxon past to justify their own political claims and specifying some characteristic differences between explicitly feminist and more general women’s periodicals. Certainly, Burton’s survey establishes the centrality of imperial issues to the British feminist movement, providing a helpful genealogy of some styles of argumentation that have persisted to the present day. Burdens of History is a serious contribution to feminist history and the history of feminism. In conclusion, Burton states that British feminists were agents operating both in opposition to oppressive ideologies and in support of them-sometimes simultaneously, because they saw in empire an inspiration, a rationale, and a validation for women’s reform activities in the public sphere. Her arguments are persuasive; indeed, once stated, they become almost axiomatic. However, Burton’s work is to some extent flawed by two major problems. First, the author never compares the â€Å"imperial feminism†; rather she locates in her texts to other imperial ideologies. In addition, Burton does not subject imperialism to the same kind of careful scrutiny she turns on feminism. She does not define â€Å"imperialism† in her section on definitions, but uses the term – as she uses â€Å"feminism† – largely to denote an attitude of mind. Another problem is Burton’s failure to address the question of how feminist imperialism worked in the world more generally. It is true that feminists sought the vote using a rhetoric of cross-cultural maternal and racial uplift, however, one may ask: what were the effects of this strategy on the hearing accorded their cause, on wider attitudes toward race and empire, and, more specifically, on policies toward India? The author not only brushes aside such questions; she implies that they are unimportant. It seems that, for Burton, the ideological efforts of British feminists were significant only for British feminism. It can be argued that Burton’s difficulty in tracing the way Burdens of History works in the world is a consequence of her methodological and archival choices. The problem is not that the author has chosen to approach her subject through a â€Å"discursive tack† (p. 27), but rather that she has employed this method too narrowly and on too restrictive range of sources. While the author has read almost every piece of feminist literature, she has not gone beyond this source base to systematically examine either competing official documents, Indian feminist writings, or imperial discourses. Thus, Burton’s texts are treated either self-referentially or with reference to current feminist debates. Overall, Burton’s approach is useful in providing a critical history for feminism today, Certainly, it is as a critique of Western feminism’s pretensions to universal and transhistorical high-mindedness that Burdens of History succeeds. However, if one wishes to map out the impact of imperial feminism not only on feminism today, but also on imperial practices and relations historically, one needs a study that is willing to cross the border between political history and intellectual history and to take greater methodological risks. Burdens of History. (2017, Feb 25).

Portfolio Management Essay Example | Topics and Well Written Essays - 1000 words

Portfolio Management - Essay Example The strategies on the other hand demands awareness of the market conditions and stock volatilities to decide on the investment strategies in order to maximize the returns. Since risk in investments is unavoidable, the management of portfolio helps to mitigate the risk with appropriate investment strategies. The various investment strategies for formation of a portfolio are given below. Diversification The investment in assets is characterized by risk and return. These are two types of risk, namely the systematic risk and the unsystematic risk. The systematic risks are the risks that appear due to uncertainties in the market condition. The unsystematic risks are due to the fluctuation of the performance of individual companies. The diversification strategy is used in portfolio investments in order to reduce the unsystematic risk. Through the formation of a portfolio containing investments on a wide range of assets reduce the risk of the overall portfolio due to positive and negative e ffects of the individual assets. The diversification strategy helps to obtain optimum return through diversification of risk. ... stematic market risk could not be mitigated, the use of non-correlating assets helps to reduce the overall risk of the portfolio with the optimization of returns. Leap Puts and other Option The use of Put options and the Long Term Equity Anticipation securities are alternative investment strategies adopted by the investor. There may be cases where the returns of the portfolio have increased in short period of time and is likely to fall due to market volatility. However, there may be anticipations of future rise of returns. The objective behind adoption of this strategy is to secure the higher returns obtained and at the same time not withdraw from the position of investment. The use of Put options enables the investor to enter into a contract of selling the security at a particular price on a future date. Thus the investor could hold on to their investments without allowing the gains achieved to be depleted. The LEAP Puts are used as long term investment strategies with the same obje ctive. Stop Losses This is another investment strategy in order to protect the portfolio from the risk of fall in the value of shares. The use of stop losses means that the stock would be automatically sold if the price of the share falls to the pre-fixed value of stop losses. The use of stop losses sells the low performing shares and provides an impulse to the investor to investment in shares that could replace the sold share in the portfolio. Dividends The use of information on dividend payments by the companies form part of the investment strategies. Especially in cases of market downturn, the information on dividend is used by risk-averse investors and an important to hedge their portfolio. The dividends paid by the companies are interpreted by the investors as indicators of strong

Goldman Sachs Fraud Case Research Paper Example | Topics and Well Written Essays - 2000 words

Goldman Sachs Fraud Case - Research Paper Example Goldman Sachs Fraud Case Introduction Goldman Sachs defrauded investors by failing to reveal the apparent conflict of interest on mortgage investment it floated as the housing market became sour. The charges that were brought forward by the Securities Exchange Commission against Goldman Sachs argued for unlawful action and fraud in the trading of toxic subprime mortgage derivative securities. Nevertheless, Goldman Sachs affirmed that they were merely following normal business practices and had not committed any wrong. The Goldman Sachs fraud case elicited critical issues centering on the inadequacy of the investment banking practices, and raised the question whether it is a case of deceptive or unethical behavior (Craig & Scannell, 2010). The three-month legal ordeal erased close to $20billion of the firm’s stock-market value. A lively public discussion that followed the charge of Goldman Sachs by SEC centered on whether Goldman Sachs, broadly viewed as an embodiment of bubble -era greed, was also a lawbreaker. Questions emanated on whether Goldman bankers warranted condemnation for deliberately exploiting the naivety of investors to gain from the trading of debt instruments that were bets on a market Goldman Sachs was doomed to collapse (Whalen & Bhala, 2011). Although the transaction entailed in the SEC’s lawsuit can be regarded as small by Goldman Sachs’ standards, its arrangement alludes to weighty questions regarding the fault of the banks in driving up a market within mortgage-derived securities that lingered practically inclined to self-destruction (Buell, 2011). The SEC was asking whether Goldman Sachs gained from both sides in a way that contravened their fiduciary obligation to their customers. The SEC claimed that investors essentially lost over $1billion dollars and that Paulson’s short option debt instrument on the credit instrument derived a profit of more than $1billion (Jones, 2010). Email traffic pointed out that Tour re plus others were aware of the subprime mishap as early as January 2007 before the crisis became full blown. The SEC sought a restriction, disgorgement of profits, and sanctions with regard to interest and civil monetary penalties (Craig & Scannell, 2010). In addition to these charges, criminal prosecutors were exploring whether Goldman Sachs or its employees committed securities fraud with regard to the firm’s mortgage trading. #1 The Fraud Goldman’s case entailed four forms of securities that all played some roles amid the 2008 financial downturn: first, the residential mortgage-backed securities (RMBS) embodying a form of security derived from pooling of mortgages on residential real-estate into bonds; a credit-default swap (CDS) representing a form of insurance policy; a collateralized debt obligation (CDO) representing a debt security collateralized by debt obligation; and, synthetic CDO’s (SCDOs) equivalent to ordinary to ordinary CDOs excluding that inv estors own CDOs on real securities rather than the real securities themselves. The Securities and Exchange Commission (SEC) filed a civil fraud charge against Goldman Sachs & Co, as well its vice presidents for fraud for misrepresenting information meant for investors by misstating key facts regarding a financial product connected to subprime mortgages at a moment when the housing market within the United States started to crumble and lose value (Buell, 2011).  

Type A Influenza Virus And Why The Biology Of This Virus Is A Threat Essay

Type A Influenza Virus And Why The Biology Of This Virus Is A Threat To Human - Essay Example This is of great importance in the epidemiology of the disease. Antigenic variability is highest in influenza virus type A and less in type B, while it has not been demonstrated in type C. The internal RNP antigen and M protein antigen are stable but both the surface antigens, hemagglutinin and neuraminidase, undergo independent antigenic variations, which may be of two types - antigenic shift and antigenic drift. Here, the new antigens, though different from the previous antigens, are related to them, so that they react with the antisera to the predecessor virus strains, to varying degrees. Antigenic drift is due to the mutation and selection, the process being influenced by the presence of antibodies to the predecessor strains in the host population. Antigenic drift accounts for the periodical epidemics of influenza. Antigenic shift, on the other hand, is an abrupt, drastic, discontinuous variation in the antigenic structure, resulting in a novel virus strain unrelated antigenically to predecessor strains. Such changes may involve hemagglutinin, neuraminidase or both. Antibodies to predecessor viruses do not neutralize the new variants and can, therefore, spread widely in the population causing major epidemics or pandemics.

Appropriation of Brand Extension

Appropriation of Brand Extension LITERATURE REVIEW This chapter intends to set the theoretical frame of the thesis by introducing the main areas needed to create the basis of our analysis, shaping the ways towards our own main purpose. Thus, it begins with the roots of brand extension and starts of with the concepts of brand, brand identity and brand hierarchy and then leads into brand extension and explains it as a means of growth for a brand. Narrowing down the scope, it goes into the typology of brand extension and identifies the successful and unsuccessful factors of brand extension. Finally it identifies certain rules for the success of brand extension and looks at different models used for the effectiveness of brand extension. 2.1 BRANDING: In todays world of increased competition and consumer awareness, the marketing of new products has become ever more complex. We have moved into a time where consumers are literate enough to choose their own products on the basis of their judgment and where competition among products and services gives them an opportunity to select the best product that would suit their need. Branding has become one of the most important issues in the launch of a new product. Having functional and emotional attributes attached to it, branding has gained popularity as consumer relates more and more to it. Historically examples of branding can be found as early as 9000 years ago when owners or manufacturers used to give distinctive and distinguishing symbol or name to their property or product. However it was the 19thcentury that arguably saw the dawn of the modern branding era and it was the industrial revolution that caused its birth. It was the industrial revolution that created the mass production t hat meant an ever- increasing proportion of people worked for a manufacturer and not themselves. They no longer needed to mark the products that they produced as their own; rather what they produced was collectively produced for one company. Before we proceed further, lets look more deeply into branding and then link that to the concept of brand extension. 2.1.1 DEFINITION AND EXPLANATION Different scholars have defined the word brand differently as different meaning or contexts have been attached to them. Balmer and Greyser (2003) have given the most explanatory definition of branding explaining both the traditional and their own perspective about branding. They have stepped forward from the traditional definitions of branding and have defined branding on the corporate level having corporate implications. According to them three type of definitions have been identified. The first two are traditional whereas the third one is the advanced version of branding which incorporates their point of view about branding. They are: Erstwhile. In its simplest sense a brand denotes a name, logotype, or trademark and was originally used to signify ownership as with branding of live stock. These are, increasingly, seen to be points of entry to the essence of a brand rather than the essence of branding per se. (Definition similar to the one given in Oxford Concise Dictionary) Established. This refers to the added values that a brand brings to a product. Products may or may not have brand values. Product brand values are superimposed by the organization by its marketing and communication experts and advisers. They are made memorable. In the main, such values are fashioned in the mind; not on the production floor. They are, essentially, synthetic. Whereas products are made in a factory, brand values exist in the mind. Brands can be timeless in a way that products may not be. However Balmer and Greyser(2003) have identified a new understanding about brands. They call this aspect of branding as emergent Emergent. While the category most certainly is established, the fundamental differences between this category and the other two are only beginning to be appreciated. This category refers to brands at the corporate level. Corporate brand values are not contrived; they need to be bona fide. The role of personnel and of culture in establishing and maintaining and understanding corporate brand values is of essence. In the words of Sir Michael Perry, a former Chairman of Unilever, brand is much more than a symbol to differentiate goods and services: In the modern world, brands are a key part of how individuals define themselves and their relationships with one another. More and more we are simply consumers We are what we wear, what we eat, what we drive. This description of brand explains that brand is much more than the physical and functional value that it holds. Its a bundle of attributes both functional and emotional. Thus brands not only meet our physical needs but also address our emotional needs. A blind test was conducted on Pepsi and Coca Cola. It was found that Pepsi was preferred over Coke in regards to its taste. Yet the sales of Coke are much higher than Pepsi that shows that despite being functionally better, people are emotionally attached to coke. Stephen King was Director of planning at one of the largest advertising agencies, J Walter Thompson, when he described brand as: People choose their brand as they choose their friends. You choose your friends not usually because of specific skills or physical attributes (though of course these come into it) but simply because you like them as people. It is the total person you choose, not a compendium of virtues and vices. 2.2 BRAND IDENTITY Brand identity refers to the public image of a product, line or service in the eyes of a consumer. McClendon (2003) considers that brand identity is something that exists in the minds and hearts of the consumers when they hear the name of the brand. He further adds that it is the identity of the brand that provides the real strength to the business. It is the visual link between the company and the consumer. Brand identity includes brand names, logos, positioning, brand associations and brand personality. Upshaw (1995) has identified brand identity as a brands DNA configuration. He supposes that the particular set of brand elements is blended in a unique way to establish how the brand will be perceived in the market place. According to Kapferer (2001), it is critical for each business to understand that the attributes of a brand represent the indispensable elements. Not all brand managers are aware of this. Yet in order to find out which of the extended brand elements is needed to me diate with the market, pre testing is done and this is considered to be the best method to avoid trails and errors. In his book, Aaker (2000) argues that a brand is more than a product. Creating an extension can benefit the parent brand by helping it break out of the box. According to him, there are several reasons for building a rich extended brand identity, reasons that are going to be illustrated in the following figure and explained underneath it. A richer brand identity is a more accurate reflection of the brand. Just as a person cannot be described in one or two words, neither can a brand. Three word taglines or an identity limited to attributes will simply not be accurate (Aaker, 2000, p. 54). Aaker (2000) considers that the identity of a brand represents what the brand stands for. Taking into consideration that the brand identity is inspirational, it must comprise and reflect the values and cultures of the entire organization. Moreover, customer concern should dominate the strategy of the business. And lastly, Aaker emphasizes in his picture that the extended identity provides a home for constructs that help the brand move beyond attributes. In particular, brand personality and symbols normally fail to make the cut when a terse brand position is developed, yet both are often extremely helpful strategically as well as tactically (Aaker, 2000, p.54). Balmer (2003) has emphasized on the concept of corporate identity and in his historiography model, we are currently in stage 4 in which the emphasis would be on organizational identity, corporate identity, corporate communication, corporate reputation and finally but most importantly corporate branding. 2.3 BRAND HIEARCHY TREE Brand structure can be illustrated logically by using the brand family tree together with all the related sub-brand branches. The figure below can be viewed as an organizational chart. The horizontal and vertical dimensions are grouped after numerous factors such as segment, product, quality and design (Aaker, 2000). The horizontal dimension shows the scope of the brand in terms of the sub brands that lie under the brand umbrella in the box visualized Colgate as a parent brand. The vertical dimension represents the brands and sub-brands that exist for an individual product- market entry (Aaker, 2000). The visualized overview of the whole brand guides the brand managers to keep an eye on its entire brand and to analyze if there are too many or too few. The question is how these brands can be reinforced, what message they deliver to the consumer and what improvements to the particular message can be done (Aaker, 2000). Keeping an eye on this hierarchy is quite important as it enables a company to identify the fit for new extension and also helps to maintain a clear vision of each product keeping in view the rest of the brands in the hierarchy. Thus its easy to maintain fit and leverage in brand extension with the help of this brand hierarchy. Every company would like to see its brand growing and prospering. Brands grow through two principle means. The first mean is called organic growth whereas the second one is called growth through extension. 2.4 ORGANIC GROWTH FOR BRANDS In this case making a brand or product frequently available or adding incentives to the brand makes it more popular. Sales of any one brand increase because what they have to offer becomes attractive to somebody, somewhere. Brands can be made more attractive by improving either the functional or emotional attributes of the brand. Thus in functional attributes we can improve any of the four Ps whereas in emotional one can improve the personality or image of the brand. A good example would be of Coca Cola and their distribution. Not only have they made it available from Atlanta to Zanzibar, from Moscow to Melbourne but also you can buy it from supermarkets, newsagents, cinema, restaurants, street corners, cafà ©, football stadium, pop concert and even at car parks where you have vending machine1. Whilst there are numerous marketing tools to achieve organic growth, this type of growth stems from three things: getting that brand used by more people, getting it used by the same people more often or getting people to use more of it on any of the occasions they use it in the first place. 2.5 GROWTH THROUGH EXTENSION The second and relatively newer way of growing brand is through extension, which is the core focus of this study. Before going into detail about how brands grow through extension, I will firstly define extension and try to differentiate the various types of extensions. Due to the relative immaturity of the concept, there is no standard definition of brand extension and various marketing scholars have given different definition to the same terminology. From the readings that I have conducted of books and research papers, its obvious that around a decade back scholars used to give a more generalized definition of brand extension. The generalization of the definition can be observed from the fact that brand extension was used for extension into both related and non-related products. The following definition will clarify my point of view. In a typical brand extension situation, an established brand name is applied to a new product in a category either related or unrelated, in order to capitalize on the equity of the core brand name (DeGraba and Sullivan, 1995; Pitta and Katsanis, 1995). Also certain research papers indicated that brand extension being generalized was then differentiated into two types as indicated by this piece of research work. Brand extensions come in two primary forms: horizontal and vertical. In a horizontal brand extension situation, an existing brand name is applied to a new product introduction in either a related product class, or in a product category completely new to the firm (Sheinin and Schmitt, 1994). A vertical brand extension, on the other hand, involves introducing a brand extension in the same product category as the core brand, but at a different price point and quality level (Keller and Aaker, 1992; Sullivan, 1990). In a vertical brand extension situation, a second brand name or descriptor is usually introduced alongside the core brand name, in order to demonstrate the link between the brand extension and the core brand name (e.g. Marriott Hotels, Courtyard Inn by Marriott). Most recently the word line extension has been given to extension done in the same product category whereas brand extension would refer to extension in unrelated products and in this study I will undertake this understanding of extension. Taylor (2003) has referred to them as direct and indirect stretch. Jobber (2003) has given the term brand extension to line extension whereas brand extension has been referred to as brand stretch. The current emphasis on the subject has been due to its enormous success. Consumers being the end users have become friendlier to the concept and are now accepting it as illustrated on the next page. Its obvious from this graph that consumers are becoming much friendlier to the concept then they were a decade ago and this shows the popularity of the concept and the frequency at which it has been used in the past decade. Lets get an insight into the various types of extension. 2.5.1 LINE EXTENSION OR DIRECT STRETCH Line extension is defined as being a variant of the same basic product. It might be a new flavor or a new size. Basically its a slight variation to the original product. Examples would be of Colgate. We used to have Colgate regular but now we have Colgate total, Colgate Max fresh Gel, my first Colgate for kids, Platinum, Deep clean etc. The basic purpose of this strategy is to encourage more people to use a brand. It can also be considered as a first step towards brand extension. But the only bad thing about too many variations in the products or having too many line extension is that it may confuse the user in regards to which product should he/she use. Also it may cause a cannibalization affect within the product range. 2.5.2 BRAND EXTENSION OR INDIRECT STRETCH Brand extension on the other hand would refer to extending your product range into a product category that wouldnt be commonly associated with it. A simple definition described below will illustrate my point of view. Brand extension is using the leverage of a well known brand name in one category to launch a new product in a different category. (Brandextension.org) Giles Lury in his book about Brand Watching has defined brand extension as: Brand extension is the use (and occasional misuse) of an existing brand name and equity to launch a product or service into a category or market not normally associated with that brand. (Lury, 1998) Thus in contrast to earlier scholars, who had generalized the concept of brand extension, new researchers have distinguished the concept well from line extension. 2.6 RATIONALE BEHIND USING BRAND EXTENSION Brand extension has gained a lot of popularity and is considered to be the key tool for launching new innovations. A survey was conducted by Brand gym in 2003 in which marketing directors were asked about brand extension. The following graph illustrates the response. The results indicated that 83% of the marketing directors thought that brand extension would be the main way of launching new innovation in the next two to three years. Yet research has also shown that only 50 percent of brand extension survives after the first three years. Firstly brand extension differs from line extension because where line extension offers customers more varieties or styles of the original brand in its original market, a brand extension takes an existing brand to pasture new ones. Taking Mars as an example we see that the original chocolate bar has been line extended into different styles including Mars Kingsize, Mars miniature and for a limited period Dark chocolate Mars. However when Mars launched the Mars ice cream, it entered a new market for the brand and as such had extended the brand franchise. Mars also extended into flavored milk drinks market with Mars in a bottle. The rationale behind brand extensions popularity is that its difficult and expensive to launch a completely new brand. The most often quoted statistic being that nine out of every ten new brands fail. New brands are therefore seen as a high, though sometimes high return strategy. On the other hand, brand extension is a cheaper and more reliable method of building on what already exists. Not surprisingly companies who have already invested a lot of money in creating a brand are keen to maximize its full potential. Finally it can be concluded that companies would like to leverage and thus give initial success to the new brand by exploiting the equity that has been established by the parent brand. 2.7 KELLER AND AAKERS WORK ON BRAND EXTENSION Keller and Aaker (1998) extending on their typology of product range extension and corporate brand extension have examined the impact of corporate marketing on a companys brand extension. In their research paper they have described how consumers evaluate brand extension in general and then concentrating on corporate brand extension, they have studied the impact of corporate marketing on consumer evaluation of corporate brand extension in the presence and absence of supporting product advertising. The initial research work describing product brand extension is as follows: Research on consumer responses to extensions of product brands, suggest that two key factors influence consumer evaluation. the types of association that make up the parent brand image the relationship between the parent brand and the extension product These factors affect the consumer belief about whether the new product fits as a member of the product line. In sum, the record therefore suggests that a variety of different associations for the parent brand can be transferred to an extension, assuming a basis of fit exists. Now an extension that they made in regards to brand extension was that they applied this concept to corporate brand extension. But before going further its important to know Aakers three dimensions of corporate credibility. They are: 1. Corporate expertise is the extent to which a company is thought able to competently make and sell its products and services. 2. Corporate trustworthiness is the extent to which a company is thought to be honest, dependable, and sensitive to consumer needs. 3. Corporate likability is the extent to which a company is thought likable, prestigious and interesting. This results gathered from this study have strategic implication both to the benefits/risks associated with brand extension and also to the effectiveness of brand extension. Thus a summary of the results are as follows. Firstly by showing that corporate marketing related to product innovation enhances perceptions of corporate credibility and extension fit, and thus much favorable extension evaluations, this study showed benefits for brands with reputation of high quality products. Secondly this study provided a more detailed account of particular dimensions of corporate credibility, namely corporate expertise, trust worthiness and likeability. Thus this study concluded that corporate expertise appeared to play a more influential role in evaluation of corporate brand extension than either corporate trustworthiness or likeability. Thirdly this study suggested the merits of leveraging a strong brand to introduce a new product. One advantage of using a brand extension strategy to name a new product is that a less concerted advertising effort may be necessary. To the extent that brands extensions are able to leverage existing parent brand associations in consumer memory, a company should find it easier to achieve brand image with an extension branding strategy instead of giving a new product a new name. The fact that corporate marketing activity impacted consumer evaluations of a corporate brand extension in the absence of any product specific advertising is further an empirical support for the benefit of adopting a brand extension strategy. Fourthly this study suggested that corporate marketing activity significantly influenced extension evaluations even when the extension was advertised on the basis of another image dimension point. Thus corporate image associations are more likely to transfer to an extension on the basis of the branding strategy. Lastly this study also suggested that where a company is in a situation of having a trade off between various strategies like reinforcing a strong association, strengthening a weak association or creating a new association, then it wholly depends on the situation of each of the elements to decide which strategy to choose. For example: In some cases, existing associations may be so strong that they may be better off emphasizing other information to fortify a weak or supply a missing association. 2.8 TYPES OF BRAND EXTENSION Limited work has been done on the typology of brand extension. From various research papers, books and websites that I have consulted regarding brand extension, very few have distributed brand extension into different types. (Brandextension.org) have generated the following typology of brand extension taking functional and emotional attributes of the brand into consideration. 1. Similar product in a different form from the original parent product. This is where a company changes the form of the product from the original parent product. An example is (frozen) Snickers Ice Cream Bars. The original Snickers bar is a shelf stable candy. The brand extension is a similar product, but in a different form. Jell-O Portable Pudding and Pudding Cups is Jell-O pudding in a different form and section of the store. 2. Distinctive flavor/ingredient/component in the new item. When a brand owns a flavor, ingredient or component, there may be other categories where consumers want that property. E.g. Peanut butter is a characteristic ingredient in Reeses Peanut Butter Cups candy. Chocolate is a characteristic ingredient of Hershey. Brand Extension Research identified Reeses Peanut Butter as a logical extension that capitalizes on this association. 3. Benefit/attribute/feature owned. Many brands own a benefit, attribute or feature that can be extended. E.g. Brand Extension Research showed Armor All brand was defined by automotive surface protection which can go beyond vinyl dressing. Paint needs protecting also. Arm Hammer owns a benefit of deodorizing. Their baking soda product has claimed that it removes odors from refrigerators, etc. As a result, they extended the brand into other products such as Arm Hammer underarm deodorant and cat litter deodorizer. 4. Expertise. Over time, certain brands may gain a reputation for having an expertise in a given area. Leverage can be achieved when extending into areas where this special expertise is deemed important. E.g. Hondas expertise in reliable engines led to lawn mowers, gas powered generators and a variety of other gasoline engine powered devices. What brand comes to mind when we think of baby products? Gerber. As a result of this acceptance of their expertise, they successfully launched Gerber Baby Powder, Gerber Baby Bottles, etc. Sara Lee is known for baked desserts, so why not other baked goods like bread. 5. Companion products. Some brand extensions are a natural companion to the products the company already makes. E.g. Contadina was a tomato paste and sauce brand. In brand extension research, consumers thought Contadina pasta was a logical companion product that would have the leverage of the Italian heritage of the parent. Aunt Jemima (the pancake mix brand) launched pancake syrup, as a companion to compete with Log Cabin syrup. 6. Vertical extensions. Some brand extensions are vertical extensions of what they currently offer. A brand can use their ingredient/component heritage to launch products in a more (or sometimes less) finished form. E.g. Nestlà ©s Toll House chocolate refrigerated cookies is an example. Most Toll House chocolate chips are used in cookies, so why not make a brand of Toll House chocolate chip cookies. Mrs. Fields Cookies were ready-to-eat. They offered frozen cookie dough, moving backwards as a vertical extension. Rice Krispies has always been used in kids treats. Kellogg offered Rice Krispies Treats ready-to-eat. 7. Same customer base. Many brand extensions represent a marketers effort to sell something else to its customer base. This works particularly well when that customer base is large and to some extent captive. E.g. VISA launched travelers checks directed to its credit card customers. 8. Designer image/status. Certain brands convey status and hence create an image for the user. E.g. Designer clothing labels have been extended to furniture, jewellery, perfume, cosmetics and a host of other items. Some brands promote a lifestyle and can extend to items that people wear, as a badge of identifying themselves with that lifestyle. The above-mentioned typology is quite useful as it indicate the key areas where extension is done along with the methodology used to extend the product line. Yet it must be said that not all research work would agree with this typology as it is felt that certain types confuses line and brand extension or in ways generalizes it more to extension rather than brand extension. For example: Adding attribute to the products in the same product line would be line extension and not brand extension. Still it is a good base for my research work and also for further research into the typology of brand extension. Aaker (1998) has described two types brand extension differentiating the concept on a corporate level. The first type described by him is product brand extension. A company makes a product brand extension when it uses an existing brand name distinct from its corporate name to introduce a new product outside its current product offering. With product brand extension consumers are often completely unaware of the company involved. The second type described by him is corporate brand extension. A corporate brand extension is one which relies on the corporate name to launch a new product . A corporate brand extension clearly identifies an organization with a product, and so evokes different reactions from consumers than a product brand extension. A corporate brand may create associations in consumers minds that reflect the values, program, and activities of the firm. 2.9 SEQUENTIAL STRETCHING AND UMBRELLA BRANDING Extension to parent brand is usually a sequential process in which brands are initially line extended and then brand extended. This sequential stretching of brands leads to the formation of a whole family of brands thus giving rise to the concept of Umbrella branding. As the name indicates, umbrella branding refers to extension of a parent brand into a variety of products such that a whole range of products would come under the same brand. Taylor (2003) has divided the sequential extension into three main steps namely core brand extension, direct stretch and indirect stretch. I will illustrate the concept using Dove as an example. Brand extension was a key driver of Doves explosive growth during the 1990s. Coupled with geographic expansion, it helped grow sales fivefold, to almost $1 billion. The brand continues to grow at 20 percent per year and is well on its way to hitting the $ 2 billion mark in the next few years. Let go through the sequential process and apply it to Dove. The first and most crucial step to be noted is that Dove didnt extend its product line until it had achieved the following two things. †¢ A strong bar business had been built †¢ The brand had satisfactory scores on attributes rating for mildness and moisturizing. An important thing to be noted is that extension took place only after Dove had secured its soap bar business and had improved it. Thus once there was strength in the brand, it extending it to other products. Stretching went through the following stages. Stage One: Core Range extensions: Dove remained a product brand with a single format at this stage. It extended (line extension) its product range by adding new versions such as sensitive skin that now accounts for up to a third of sales. Further growth of the bar through product and pack innovation, remains a key source of profitable growth. Diagrammatic illustration of this step would indicate the extension into the two types. Stage Two: Direct stretch: In this stage extension is done into markets that are quite relevant to the product line. In the case of dove, it extended its product range into bath and shower products. Yet till now dove is focused on personal washing. The key reasons of dove extension at this stage were strong product delivery and innovative packing that differentiated them from other products in the range. The following diagram illustrates their stretch in to shower and bath products. Stage three: Indirect stretch: Capitalizing on their skin care outlook, Dove decided to be ambitious and to move beyond the washing and bathing market. Although they started off selectively, they introduced products like deodorants and hair gels etc. that were once again a big success. This process of broadening a product range is referred to as Umbrella Branding as illustrated by the diagram given below. The dove success has been due to consistent marketing and a consistent communication campaign. Consistency has been a key part of building brand identity and has been an additional glue to tie together the extension. 2.10 BENEFITS AND DRAWBACKS ASSOCIATED WITH BRAND EXTENSION Brand extension being the most popular mean of brand growth has some surprising statistics. Success rate of brand extension is hard to find, especially as what constitutes a success varies enormously. Yet a survey conducted by OCC using a simple and effective definition of success (still being on shelf after six years after launch) found out that 50 percent of all brand extension fails. This figure is certainly an eye opener for most companies as half of the product fails using brand extension. Taylor (2003) has associated this huge failure figure due to Brand ego tripping and also gives effective steps to avoid it. But before we go into the detail of this concept, lets look into the benefits and drawbacks of brand extension. 2.10.1 BENEFITS ASSOCIATED WITH BRAND EXTENSION The remarkable popularity of the concept over the last decade is a confirmation of the fact that there are marked benefits that can be associated with brand extension. Taylor (2003) has described the consumer benefits of brand extension in which he has identified consumer knowledge, consumer trust and lower cost as the major benefits of brand extension. Tauber (1988) has differentiated the benefits on the basis of efficiency and effectiveness emphasizing more on the cost benefits. An existing strong brand promotes a new product or service as there is less need to create awareness and imagery. Thus in a way awareness is already present and the only thing left is Appropriation of Brand Extension Appropriation of Brand Extension LITERATURE REVIEW This chapter intends to set the theoretical frame of the thesis by introducing the main areas needed to create the basis of our analysis, shaping the ways towards our own main purpose. Thus, it begins with the roots of brand extension and starts of with the concepts of brand, brand identity and brand hierarchy and then leads into brand extension and explains it as a means of growth for a brand. Narrowing down the scope, it goes into the typology of brand extension and identifies the successful and unsuccessful factors of brand extension. Finally it identifies certain rules for the success of brand extension and looks at different models used for the effectiveness of brand extension. 2.1 BRANDING: In todays world of increased competition and consumer awareness, the marketing of new products has become ever more complex. We have moved into a time where consumers are literate enough to choose their own products on the basis of their judgment and where competition among products and services gives them an opportunity to select the best product that would suit their need. Branding has become one of the most important issues in the launch of a new product. Having functional and emotional attributes attached to it, branding has gained popularity as consumer relates more and more to it. Historically examples of branding can be found as early as 9000 years ago when owners or manufacturers used to give distinctive and distinguishing symbol or name to their property or product. However it was the 19thcentury that arguably saw the dawn of the modern branding era and it was the industrial revolution that caused its birth. It was the industrial revolution that created the mass production t hat meant an ever- increasing proportion of people worked for a manufacturer and not themselves. They no longer needed to mark the products that they produced as their own; rather what they produced was collectively produced for one company. Before we proceed further, lets look more deeply into branding and then link that to the concept of brand extension. 2.1.1 DEFINITION AND EXPLANATION Different scholars have defined the word brand differently as different meaning or contexts have been attached to them. Balmer and Greyser (2003) have given the most explanatory definition of branding explaining both the traditional and their own perspective about branding. They have stepped forward from the traditional definitions of branding and have defined branding on the corporate level having corporate implications. According to them three type of definitions have been identified. The first two are traditional whereas the third one is the advanced version of branding which incorporates their point of view about branding. They are: Erstwhile. In its simplest sense a brand denotes a name, logotype, or trademark and was originally used to signify ownership as with branding of live stock. These are, increasingly, seen to be points of entry to the essence of a brand rather than the essence of branding per se. (Definition similar to the one given in Oxford Concise Dictionary) Established. This refers to the added values that a brand brings to a product. Products may or may not have brand values. Product brand values are superimposed by the organization by its marketing and communication experts and advisers. They are made memorable. In the main, such values are fashioned in the mind; not on the production floor. They are, essentially, synthetic. Whereas products are made in a factory, brand values exist in the mind. Brands can be timeless in a way that products may not be. However Balmer and Greyser(2003) have identified a new understanding about brands. They call this aspect of branding as emergent Emergent. While the category most certainly is established, the fundamental differences between this category and the other two are only beginning to be appreciated. This category refers to brands at the corporate level. Corporate brand values are not contrived; they need to be bona fide. The role of personnel and of culture in establishing and maintaining and understanding corporate brand values is of essence. In the words of Sir Michael Perry, a former Chairman of Unilever, brand is much more than a symbol to differentiate goods and services: In the modern world, brands are a key part of how individuals define themselves and their relationships with one another. More and more we are simply consumers We are what we wear, what we eat, what we drive. This description of brand explains that brand is much more than the physical and functional value that it holds. Its a bundle of attributes both functional and emotional. Thus brands not only meet our physical needs but also address our emotional needs. A blind test was conducted on Pepsi and Coca Cola. It was found that Pepsi was preferred over Coke in regards to its taste. Yet the sales of Coke are much higher than Pepsi that shows that despite being functionally better, people are emotionally attached to coke. Stephen King was Director of planning at one of the largest advertising agencies, J Walter Thompson, when he described brand as: People choose their brand as they choose their friends. You choose your friends not usually because of specific skills or physical attributes (though of course these come into it) but simply because you like them as people. It is the total person you choose, not a compendium of virtues and vices. 2.2 BRAND IDENTITY Brand identity refers to the public image of a product, line or service in the eyes of a consumer. McClendon (2003) considers that brand identity is something that exists in the minds and hearts of the consumers when they hear the name of the brand. He further adds that it is the identity of the brand that provides the real strength to the business. It is the visual link between the company and the consumer. Brand identity includes brand names, logos, positioning, brand associations and brand personality. Upshaw (1995) has identified brand identity as a brands DNA configuration. He supposes that the particular set of brand elements is blended in a unique way to establish how the brand will be perceived in the market place. According to Kapferer (2001), it is critical for each business to understand that the attributes of a brand represent the indispensable elements. Not all brand managers are aware of this. Yet in order to find out which of the extended brand elements is needed to me diate with the market, pre testing is done and this is considered to be the best method to avoid trails and errors. In his book, Aaker (2000) argues that a brand is more than a product. Creating an extension can benefit the parent brand by helping it break out of the box. According to him, there are several reasons for building a rich extended brand identity, reasons that are going to be illustrated in the following figure and explained underneath it. A richer brand identity is a more accurate reflection of the brand. Just as a person cannot be described in one or two words, neither can a brand. Three word taglines or an identity limited to attributes will simply not be accurate (Aaker, 2000, p. 54). Aaker (2000) considers that the identity of a brand represents what the brand stands for. Taking into consideration that the brand identity is inspirational, it must comprise and reflect the values and cultures of the entire organization. Moreover, customer concern should dominate the strategy of the business. And lastly, Aaker emphasizes in his picture that the extended identity provides a home for constructs that help the brand move beyond attributes. In particular, brand personality and symbols normally fail to make the cut when a terse brand position is developed, yet both are often extremely helpful strategically as well as tactically (Aaker, 2000, p.54). Balmer (2003) has emphasized on the concept of corporate identity and in his historiography model, we are currently in stage 4 in which the emphasis would be on organizational identity, corporate identity, corporate communication, corporate reputation and finally but most importantly corporate branding. 2.3 BRAND HIEARCHY TREE Brand structure can be illustrated logically by using the brand family tree together with all the related sub-brand branches. The figure below can be viewed as an organizational chart. The horizontal and vertical dimensions are grouped after numerous factors such as segment, product, quality and design (Aaker, 2000). The horizontal dimension shows the scope of the brand in terms of the sub brands that lie under the brand umbrella in the box visualized Colgate as a parent brand. The vertical dimension represents the brands and sub-brands that exist for an individual product- market entry (Aaker, 2000). The visualized overview of the whole brand guides the brand managers to keep an eye on its entire brand and to analyze if there are too many or too few. The question is how these brands can be reinforced, what message they deliver to the consumer and what improvements to the particular message can be done (Aaker, 2000). Keeping an eye on this hierarchy is quite important as it enables a company to identify the fit for new extension and also helps to maintain a clear vision of each product keeping in view the rest of the brands in the hierarchy. Thus its easy to maintain fit and leverage in brand extension with the help of this brand hierarchy. Every company would like to see its brand growing and prospering. Brands grow through two principle means. The first mean is called organic growth whereas the second one is called growth through extension. 2.4 ORGANIC GROWTH FOR BRANDS In this case making a brand or product frequently available or adding incentives to the brand makes it more popular. Sales of any one brand increase because what they have to offer becomes attractive to somebody, somewhere. Brands can be made more attractive by improving either the functional or emotional attributes of the brand. Thus in functional attributes we can improve any of the four Ps whereas in emotional one can improve the personality or image of the brand. A good example would be of Coca Cola and their distribution. Not only have they made it available from Atlanta to Zanzibar, from Moscow to Melbourne but also you can buy it from supermarkets, newsagents, cinema, restaurants, street corners, cafà ©, football stadium, pop concert and even at car parks where you have vending machine1. Whilst there are numerous marketing tools to achieve organic growth, this type of growth stems from three things: getting that brand used by more people, getting it used by the same people more often or getting people to use more of it on any of the occasions they use it in the first place. 2.5 GROWTH THROUGH EXTENSION The second and relatively newer way of growing brand is through extension, which is the core focus of this study. Before going into detail about how brands grow through extension, I will firstly define extension and try to differentiate the various types of extensions. Due to the relative immaturity of the concept, there is no standard definition of brand extension and various marketing scholars have given different definition to the same terminology. From the readings that I have conducted of books and research papers, its obvious that around a decade back scholars used to give a more generalized definition of brand extension. The generalization of the definition can be observed from the fact that brand extension was used for extension into both related and non-related products. The following definition will clarify my point of view. In a typical brand extension situation, an established brand name is applied to a new product in a category either related or unrelated, in order to capitalize on the equity of the core brand name (DeGraba and Sullivan, 1995; Pitta and Katsanis, 1995). Also certain research papers indicated that brand extension being generalized was then differentiated into two types as indicated by this piece of research work. Brand extensions come in two primary forms: horizontal and vertical. In a horizontal brand extension situation, an existing brand name is applied to a new product introduction in either a related product class, or in a product category completely new to the firm (Sheinin and Schmitt, 1994). A vertical brand extension, on the other hand, involves introducing a brand extension in the same product category as the core brand, but at a different price point and quality level (Keller and Aaker, 1992; Sullivan, 1990). In a vertical brand extension situation, a second brand name or descriptor is usually introduced alongside the core brand name, in order to demonstrate the link between the brand extension and the core brand name (e.g. Marriott Hotels, Courtyard Inn by Marriott). Most recently the word line extension has been given to extension done in the same product category whereas brand extension would refer to extension in unrelated products and in this study I will undertake this understanding of extension. Taylor (2003) has referred to them as direct and indirect stretch. Jobber (2003) has given the term brand extension to line extension whereas brand extension has been referred to as brand stretch. The current emphasis on the subject has been due to its enormous success. Consumers being the end users have become friendlier to the concept and are now accepting it as illustrated on the next page. Its obvious from this graph that consumers are becoming much friendlier to the concept then they were a decade ago and this shows the popularity of the concept and the frequency at which it has been used in the past decade. Lets get an insight into the various types of extension. 2.5.1 LINE EXTENSION OR DIRECT STRETCH Line extension is defined as being a variant of the same basic product. It might be a new flavor or a new size. Basically its a slight variation to the original product. Examples would be of Colgate. We used to have Colgate regular but now we have Colgate total, Colgate Max fresh Gel, my first Colgate for kids, Platinum, Deep clean etc. The basic purpose of this strategy is to encourage more people to use a brand. It can also be considered as a first step towards brand extension. But the only bad thing about too many variations in the products or having too many line extension is that it may confuse the user in regards to which product should he/she use. Also it may cause a cannibalization affect within the product range. 2.5.2 BRAND EXTENSION OR INDIRECT STRETCH Brand extension on the other hand would refer to extending your product range into a product category that wouldnt be commonly associated with it. A simple definition described below will illustrate my point of view. Brand extension is using the leverage of a well known brand name in one category to launch a new product in a different category. (Brandextension.org) Giles Lury in his book about Brand Watching has defined brand extension as: Brand extension is the use (and occasional misuse) of an existing brand name and equity to launch a product or service into a category or market not normally associated with that brand. (Lury, 1998) Thus in contrast to earlier scholars, who had generalized the concept of brand extension, new researchers have distinguished the concept well from line extension. 2.6 RATIONALE BEHIND USING BRAND EXTENSION Brand extension has gained a lot of popularity and is considered to be the key tool for launching new innovations. A survey was conducted by Brand gym in 2003 in which marketing directors were asked about brand extension. The following graph illustrates the response. The results indicated that 83% of the marketing directors thought that brand extension would be the main way of launching new innovation in the next two to three years. Yet research has also shown that only 50 percent of brand extension survives after the first three years. Firstly brand extension differs from line extension because where line extension offers customers more varieties or styles of the original brand in its original market, a brand extension takes an existing brand to pasture new ones. Taking Mars as an example we see that the original chocolate bar has been line extended into different styles including Mars Kingsize, Mars miniature and for a limited period Dark chocolate Mars. However when Mars launched the Mars ice cream, it entered a new market for the brand and as such had extended the brand franchise. Mars also extended into flavored milk drinks market with Mars in a bottle. The rationale behind brand extensions popularity is that its difficult and expensive to launch a completely new brand. The most often quoted statistic being that nine out of every ten new brands fail. New brands are therefore seen as a high, though sometimes high return strategy. On the other hand, brand extension is a cheaper and more reliable method of building on what already exists. Not surprisingly companies who have already invested a lot of money in creating a brand are keen to maximize its full potential. Finally it can be concluded that companies would like to leverage and thus give initial success to the new brand by exploiting the equity that has been established by the parent brand. 2.7 KELLER AND AAKERS WORK ON BRAND EXTENSION Keller and Aaker (1998) extending on their typology of product range extension and corporate brand extension have examined the impact of corporate marketing on a companys brand extension. In their research paper they have described how consumers evaluate brand extension in general and then concentrating on corporate brand extension, they have studied the impact of corporate marketing on consumer evaluation of corporate brand extension in the presence and absence of supporting product advertising. The initial research work describing product brand extension is as follows: Research on consumer responses to extensions of product brands, suggest that two key factors influence consumer evaluation. the types of association that make up the parent brand image the relationship between the parent brand and the extension product These factors affect the consumer belief about whether the new product fits as a member of the product line. In sum, the record therefore suggests that a variety of different associations for the parent brand can be transferred to an extension, assuming a basis of fit exists. Now an extension that they made in regards to brand extension was that they applied this concept to corporate brand extension. But before going further its important to know Aakers three dimensions of corporate credibility. They are: 1. Corporate expertise is the extent to which a company is thought able to competently make and sell its products and services. 2. Corporate trustworthiness is the extent to which a company is thought to be honest, dependable, and sensitive to consumer needs. 3. Corporate likability is the extent to which a company is thought likable, prestigious and interesting. This results gathered from this study have strategic implication both to the benefits/risks associated with brand extension and also to the effectiveness of brand extension. Thus a summary of the results are as follows. Firstly by showing that corporate marketing related to product innovation enhances perceptions of corporate credibility and extension fit, and thus much favorable extension evaluations, this study showed benefits for brands with reputation of high quality products. Secondly this study provided a more detailed account of particular dimensions of corporate credibility, namely corporate expertise, trust worthiness and likeability. Thus this study concluded that corporate expertise appeared to play a more influential role in evaluation of corporate brand extension than either corporate trustworthiness or likeability. Thirdly this study suggested the merits of leveraging a strong brand to introduce a new product. One advantage of using a brand extension strategy to name a new product is that a less concerted advertising effort may be necessary. To the extent that brands extensions are able to leverage existing parent brand associations in consumer memory, a company should find it easier to achieve brand image with an extension branding strategy instead of giving a new product a new name. The fact that corporate marketing activity impacted consumer evaluations of a corporate brand extension in the absence of any product specific advertising is further an empirical support for the benefit of adopting a brand extension strategy. Fourthly this study suggested that corporate marketing activity significantly influenced extension evaluations even when the extension was advertised on the basis of another image dimension point. Thus corporate image associations are more likely to transfer to an extension on the basis of the branding strategy. Lastly this study also suggested that where a company is in a situation of having a trade off between various strategies like reinforcing a strong association, strengthening a weak association or creating a new association, then it wholly depends on the situation of each of the elements to decide which strategy to choose. For example: In some cases, existing associations may be so strong that they may be better off emphasizing other information to fortify a weak or supply a missing association. 2.8 TYPES OF BRAND EXTENSION Limited work has been done on the typology of brand extension. From various research papers, books and websites that I have consulted regarding brand extension, very few have distributed brand extension into different types. (Brandextension.org) have generated the following typology of brand extension taking functional and emotional attributes of the brand into consideration. 1. Similar product in a different form from the original parent product. This is where a company changes the form of the product from the original parent product. An example is (frozen) Snickers Ice Cream Bars. The original Snickers bar is a shelf stable candy. The brand extension is a similar product, but in a different form. Jell-O Portable Pudding and Pudding Cups is Jell-O pudding in a different form and section of the store. 2. Distinctive flavor/ingredient/component in the new item. When a brand owns a flavor, ingredient or component, there may be other categories where consumers want that property. E.g. Peanut butter is a characteristic ingredient in Reeses Peanut Butter Cups candy. Chocolate is a characteristic ingredient of Hershey. Brand Extension Research identified Reeses Peanut Butter as a logical extension that capitalizes on this association. 3. Benefit/attribute/feature owned. Many brands own a benefit, attribute or feature that can be extended. E.g. Brand Extension Research showed Armor All brand was defined by automotive surface protection which can go beyond vinyl dressing. Paint needs protecting also. Arm Hammer owns a benefit of deodorizing. Their baking soda product has claimed that it removes odors from refrigerators, etc. As a result, they extended the brand into other products such as Arm Hammer underarm deodorant and cat litter deodorizer. 4. Expertise. Over time, certain brands may gain a reputation for having an expertise in a given area. Leverage can be achieved when extending into areas where this special expertise is deemed important. E.g. Hondas expertise in reliable engines led to lawn mowers, gas powered generators and a variety of other gasoline engine powered devices. What brand comes to mind when we think of baby products? Gerber. As a result of this acceptance of their expertise, they successfully launched Gerber Baby Powder, Gerber Baby Bottles, etc. Sara Lee is known for baked desserts, so why not other baked goods like bread. 5. Companion products. Some brand extensions are a natural companion to the products the company already makes. E.g. Contadina was a tomato paste and sauce brand. In brand extension research, consumers thought Contadina pasta was a logical companion product that would have the leverage of the Italian heritage of the parent. Aunt Jemima (the pancake mix brand) launched pancake syrup, as a companion to compete with Log Cabin syrup. 6. Vertical extensions. Some brand extensions are vertical extensions of what they currently offer. A brand can use their ingredient/component heritage to launch products in a more (or sometimes less) finished form. E.g. Nestlà ©s Toll House chocolate refrigerated cookies is an example. Most Toll House chocolate chips are used in cookies, so why not make a brand of Toll House chocolate chip cookies. Mrs. Fields Cookies were ready-to-eat. They offered frozen cookie dough, moving backwards as a vertical extension. Rice Krispies has always been used in kids treats. Kellogg offered Rice Krispies Treats ready-to-eat. 7. Same customer base. Many brand extensions represent a marketers effort to sell something else to its customer base. This works particularly well when that customer base is large and to some extent captive. E.g. VISA launched travelers checks directed to its credit card customers. 8. Designer image/status. Certain brands convey status and hence create an image for the user. E.g. Designer clothing labels have been extended to furniture, jewellery, perfume, cosmetics and a host of other items. Some brands promote a lifestyle and can extend to items that people wear, as a badge of identifying themselves with that lifestyle. The above-mentioned typology is quite useful as it indicate the key areas where extension is done along with the methodology used to extend the product line. Yet it must be said that not all research work would agree with this typology as it is felt that certain types confuses line and brand extension or in ways generalizes it more to extension rather than brand extension. For example: Adding attribute to the products in the same product line would be line extension and not brand extension. Still it is a good base for my research work and also for further research into the typology of brand extension. Aaker (1998) has described two types brand extension differentiating the concept on a corporate level. The first type described by him is product brand extension. A company makes a product brand extension when it uses an existing brand name distinct from its corporate name to introduce a new product outside its current product offering. With product brand extension consumers are often completely unaware of the company involved. The second type described by him is corporate brand extension. A corporate brand extension is one which relies on the corporate name to launch a new product . A corporate brand extension clearly identifies an organization with a product, and so evokes different reactions from consumers than a product brand extension. A corporate brand may create associations in consumers minds that reflect the values, program, and activities of the firm. 2.9 SEQUENTIAL STRETCHING AND UMBRELLA BRANDING Extension to parent brand is usually a sequential process in which brands are initially line extended and then brand extended. This sequential stretching of brands leads to the formation of a whole family of brands thus giving rise to the concept of Umbrella branding. As the name indicates, umbrella branding refers to extension of a parent brand into a variety of products such that a whole range of products would come under the same brand. Taylor (2003) has divided the sequential extension into three main steps namely core brand extension, direct stretch and indirect stretch. I will illustrate the concept using Dove as an example. Brand extension was a key driver of Doves explosive growth during the 1990s. Coupled with geographic expansion, it helped grow sales fivefold, to almost $1 billion. The brand continues to grow at 20 percent per year and is well on its way to hitting the $ 2 billion mark in the next few years. Let go through the sequential process and apply it to Dove. The first and most crucial step to be noted is that Dove didnt extend its product line until it had achieved the following two things. †¢ A strong bar business had been built †¢ The brand had satisfactory scores on attributes rating for mildness and moisturizing. An important thing to be noted is that extension took place only after Dove had secured its soap bar business and had improved it. Thus once there was strength in the brand, it extending it to other products. Stretching went through the following stages. Stage One: Core Range extensions: Dove remained a product brand with a single format at this stage. It extended (line extension) its product range by adding new versions such as sensitive skin that now accounts for up to a third of sales. Further growth of the bar through product and pack innovation, remains a key source of profitable growth. Diagrammatic illustration of this step would indicate the extension into the two types. Stage Two: Direct stretch: In this stage extension is done into markets that are quite relevant to the product line. In the case of dove, it extended its product range into bath and shower products. Yet till now dove is focused on personal washing. The key reasons of dove extension at this stage were strong product delivery and innovative packing that differentiated them from other products in the range. The following diagram illustrates their stretch in to shower and bath products. Stage three: Indirect stretch: Capitalizing on their skin care outlook, Dove decided to be ambitious and to move beyond the washing and bathing market. Although they started off selectively, they introduced products like deodorants and hair gels etc. that were once again a big success. This process of broadening a product range is referred to as Umbrella Branding as illustrated by the diagram given below. The dove success has been due to consistent marketing and a consistent communication campaign. Consistency has been a key part of building brand identity and has been an additional glue to tie together the extension. 2.10 BENEFITS AND DRAWBACKS ASSOCIATED WITH BRAND EXTENSION Brand extension being the most popular mean of brand growth has some surprising statistics. Success rate of brand extension is hard to find, especially as what constitutes a success varies enormously. Yet a survey conducted by OCC using a simple and effective definition of success (still being on shelf after six years after launch) found out that 50 percent of all brand extension fails. This figure is certainly an eye opener for most companies as half of the product fails using brand extension. Taylor (2003) has associated this huge failure figure due to Brand ego tripping and also gives effective steps to avoid it. But before we go into the detail of this concept, lets look into the benefits and drawbacks of brand extension. 2.10.1 BENEFITS ASSOCIATED WITH BRAND EXTENSION The remarkable popularity of the concept over the last decade is a confirmation of the fact that there are marked benefits that can be associated with brand extension. Taylor (2003) has described the consumer benefits of brand extension in which he has identified consumer knowledge, consumer trust and lower cost as the major benefits of brand extension. Tauber (1988) has differentiated the benefits on the basis of efficiency and effectiveness emphasizing more on the cost benefits. An existing strong brand promotes a new product or service as there is less need to create awareness and imagery. Thus in a way awareness is already present and the only thing left is