Ocean biology 1 Essay Example | Topics and Well Written Essays - 1000 words

Ocean biology 1 - Essay Example The aim of his theory was to discuss the concept openly. Therefore, Wegener did not present the theory as a proven fact. There are some objects, which can float in saltwater but not in fresh water. Whether an object will sink or float, entirely depends on the relative density of the fluid itself. In universe, everything is made of molecules. Density can be described through the concept of molecules. There are some objects that are packed densely and some other objects are packed loosely. This concept is called density. Now the objects that are made of tightly packed molecules will sink in low density liquid. The opposite will happen for the objects, which are made up of loosely packed molecules. I have done an experiment in my home with an egg. I have observed that egg placed in the fresh water sink immediately but it floated in saltwater. I have done another experiment with metallic spoon. In this experiment, also spoon floated in the salt water but sank in tap water. The next experiment was on metallic pen. The result of this experiment also gave the same result. Metallic pen floated in salt water but sink in the fresh water. Throughout the world, water and wind, usually erode about 20 billion tones of rock debris and dirt from the continents and deposit into the seafloor. In average, there is 1300 feet of sediment in beneath the sea. Many processes accelerate this continuous adding of salt and other chemicals into the seas and oceans. Most common chemicals are sodium (Na) and chlorine (Cl) which are dissolved in the water easily. These chemicals are the basic constituents of salt that is sodium chloride. According to research, ocean restrains around 1370 million cubic kilometers of water and around 14700 trillion tons of sodium. Every year around 457 million tones of sodium dump into the ocean through river transportation, land surface erosion etc. Sometimes in some specific area Volcanic dust also dumps some amount of sodium into the water. Erosion of

Jamaica Travel Guide and Travel Information Essay

Jamaica Travel Guide and Travel Information - Essay Example The Jamaicans are very hospitable and friendly. Jamaica’s main cities are Kingston, its capital, Ocho Rios, Montego Bay, Negril and Port Antonio (Mapsofworld, par.2). Getting around Jamaica is not a problem. There are several means of transportation for tourists such as riding a bike, scooter, bus, taxi or renting a car. Ferries and boats are available to take one to the various islands around Jamaica. For tourists interested in historical sites and botanical gardens, Kingston is the place to visit. Its major attraction is the Port Royal which used to be the home of sea pirates and Buccaneers. Other famous attractions of the city are the Castleton gardens, the Rockford Mineral Bath, National Art Gallery, and the Bob Marley museum which archives the life and times of the famous reggae legend (Mapsofworld, par.3). Historical sites though are not the unique selling point of Jamaica. Its beaches are its main attractions. If one wants to have a taste of the sun and sand of the island, there is a myriad of choices. In the Kingston area, there is the Lime Cay which is a small island off the coast of Port Royal, which is best for sunbathing and water sports. The Turtle Beach and the Mallard Beach are two of the more popular beaches in the city of Ocho Rios. Accommodations are not hard to find in that there are an array of hotels along the beach where one can choose to stay. And if one is an avid fan of James Bond movies, then one should not miss going to the James Bond Beach which is where the GoldenEye Hotel is located (IIWINC, par.3). The hotel is the former residence of Ian Fleming, the James Bond writer. Another amazing beach is the Dunn’s River Beach which is located under the famous Dunn’s River Waterfalls.  Ã‚  

Corporate Risk Management Essay Example for Free

Corporate Risk Management Essay Risk refers to the uncertainty that surrounds future events and outcomes. It is the expression of the likelihood and impact of an event with the potential to influence the achievement of an organization’s objectives. Risk management is a systematic approach to setting the best course of action under uncertainty by identifying, assessing, understanding, acting on and communicating risk issues. The Corporate Risk Management framework is a systematic, integrated approach with a focus on managing financial risks to enhance shareholder value. The Corporate Risk Management processes are indentification of the risk, measurement , policy, process and execution. Those processes are utilised by corporate enterprises to manage the risk of fortuitous loss. Once corporate risks have been identified and their impact on the firm measured, risk management attempts to control the size and frequency of loss, and to finance those fortuitous losses which do occur. Those are the main definition about the subject, which are to be discussed in this document. Risk Management is an ongoing activity and should be carried out as a part of day-to-day business. The management of risk can only take place within an organisational framework that is inclusive of all parts of the corporate infrastructure. Without this framework, risks cannot be efectivelly discussed, communicated, compared and managed in a coherent way across the whole organisation. Risk should be a feature of any management discussion of any uncertain circumstances including new initiatives of any kind and the implementation of significant projects Risk management deals with insurable and with uninsurable risks and is an approach which involves a formal orderly process for systematically identyfying, analysing and responding to risk events throughout the life of a project to obtain the optimum or acceptable degree of risk elimination or control. Risk management is an essential part of the project and business planning cycle which requires acceptance that uncertainty exists, generates a structured response to risk in terms of alternative plans, solutions and contingencies ,is a thinking process requiring imagination and ingenuity and generates a realistic attitude in an investment for staff by preparing them for risk events rather than being taken by surprise when they arrive. Risk management involves identifying risks, predicting how probable they are and how serious they might become, deciding what to do about them and implementing these decisions. Corporates finance is the specific area dealing the financial decisions corporations make and the tools and techniques used to make the decisions. Categories of corporate financial decision making are : objectives of investment decision, financial decision and financial techniques. Corporates need a more advanced risk management approach in order to benefit from a competitive advantage from strategic risk management. They should manage risks proactively via an integrated approach with a focus on measurable financial risks. Quantitative techniques, such as cash flow-at-risk and earnings-at-risk, are necessary to look at the combined effect of risks on the formulated business objectives. Identification of risks, analysis of implications, response to minimise the risk and allocation of the contigencies are part of the process of managing the corporate risk. The objective to managing the corporate risk is to understand the risk that is known to be associated with the corporate strategy plan. This corporate risk management plan will enable the communication of the risks and risk treatments to be passed down to the strategic business units that may be impacted by the risk and maintenance of the corporate risk register. Altough risks are evaluated at the corporate level, the power they maintain over governments and consumers is phenomenal. Corporate risk startegy often implies planned actions to respond to identified risks. A typical corporate risk strategy includes the following: * accountabilities for managing the corporate risk. * A corporate risk register will be maintained as a record of the known risks to the corporate strategy plan; the types of mitigating action recorded. * Treatment plans are identified that form part of the corporate strategy and will be communicated to the SBUs, so they in turn may manage the risk which may affect them. A first estimate of potential effects can be determined using assumption analysis, decision tree analysis and the range method. These models can then be used to evaluate the effectiveness of potential mitigating actions and hence select the optimum response. Mitigating actions can be grouped into four categories and potential action : * Risk avoidance * Risk reduction * Risk transfer * Risk retention Corporate management, often referred to as corporate strategy, is concerned with ensuring corporate survival and increasing its value not just in financial terms but also by variables such as market share, reputation and brand perceptions. Thus the scope of corporate risk management is wide ranged to support the corporate strategy. A senior corporate manager owns the process and has the staff to resource the analysis and administrative activities. A board member champions the process ensuring access to information and resources. A core group of corporate broad members and strategic business unit executives can draw additional input from stakeholders such as shareholder representatives, representatives from major customers, partners and suppliers and external experts. At the corporate level a corporate strategy plan is often produced. The plan objectives are: * Create and maintain a strategy that achieves the corporate intent, corporate commitments and expectations of the customers, shareholders and other stakeholders. * Incorporate and maintain the commitments and the requirements of business sectors, specifically strategic business units and process owners that support the strategic direction. * Communicate the strategic direction and relevant objectives and target to each strategic business unit. * Manage strategic change to maintain or gain competitive advantage. The risk management process can be viewed as the application of traditional management techniques to a particular problem. Risk management is a continous loop rather than a linear process so that, as an investment or project processes, a cycle of identification, analysis, control and reporting of risks is continuously undertaken. Steps in the risk management process include: * setting risk-return goals, * identification and evaluation of the causes of potential expense or revenue fluctuation, * choice and balance of loss control and loss finance tools, and * implementation, monitoring and review. There are many opinions about those processes. For example Chapman and Ward believe that there are eight phases in the risk management process. Each phases is associated with broadly defined deliverabe, and each deliverable is discussed in terms of its purpose and the tasks required to produce it. Phases and deliverable structures: * Define : the purpose of this phase is to consolidate any relevant existing information about the project, and to fill in any gaps uncovered in the consolidation process. * Focus : the purpose of this phase is to look for and develop a strategic plan for the risk management process, and to plan the risk management process at an operational level. * Identify : the purpose of this phase is to identify where risk may arise, to identify what might be done about the risk in proactive and reactive terms, and to identify what might go wrong with the responses. Here, all the risks and responses should be identified, with threats and opportunitiess classified, characterised, documented, veified and reported. * Structure : the purpose of this phase is to test the simplified assumptions, and to provide a more complex structure when appropriate. Benefits here include a clear understanding of the implications of any important simplifying assumptions about relationships between risks, responses and base plan activities. * Ownership : at this phase client/contractor allocation of ownership and management of risk and responses occur, such as the allocation of client risks to named individuals, and the approval of contractor allocations. Here, clear ownership and allocations arise; the allocations are effectively and efficiently defined and legally enforceable in practice where appropriate. * Estimate : this phase identifies areas of clear significant uncertainty and areas of possible significant uncertainty. This acts as a basis for understanding which risks and responses are important. * Evaluate : at this stage synthesis and evaluation of the results of the estimation phase occurs. Diagnosis of all important difficulties and comparative analysis of the implication of responses to these difficulties should take place, together with specific deliverables like a prioritised list of risks or a comparison of the base plan and contingency plans with possible difficulties and revised plans. * Plan : at this pase the project plan is ready for implementation. The main processes involved in project risk management are: * risk identification, risk quantification and analysis, * risk response, selection of risk response options, * outputs from the risk response process, * outputs from the risk response process, * risk management within the project life cycle, * the tasks and benefits of risk management, * the beneficiares of risk management. Risk identification consists of determining which risks are likely to affect the project and documenting the characteristics of each one. Risk identification should adress both the internal and the external risks. The primary sources of risk which have the potential to cause a major effect on the project should also be determined and classified according to their impact on project cost, time schedules and project objectives. Inputs and outputs of the Risk Identification Process . Inputs to risk identification are given as product or service description; other planning outputs (work breakdown structure, cost and time estimates, specification requirements) historical information. Outputs to risk identification are sources of risk; potential risk events; risk symptoms; imputs to other processes. After identification risks should be ’validated’, for instance, the information on which they are based and the accuracy of the description of their characteristics should be checked. The purpose of risk identification is to identify and the project or service components, the inherent risks in the project or service, to capture the most significant participants in risk management and to provide the basis for subsequent management, to stabilise the groundwork by providing all the necessary information to conduct risk analysis. Risk quantification and analysis involves evaluating risks and risk interactions to assess the range of possible outcomes. It is primarily concerned with determing which risk events warrant a response. A number of tools and techniques are available for the use of risk analysis and quantification and the analysis process. Risk response involves defining enhancement steps for opportunities and responses to threats. Â  Risk avoidance involves the removal of a particular threat. This may be either by eliminating the source of the risk within a project or by avoiding projects or business entities which have exposure to the risk. Since the significance of a risk is related to both its probability of occurence and its effect on the project outcome if it does occur, risk reduction may involve either lowering its probability or lessening its impact ( or both ). Projects may be seen as investment packages with associated risks and returns. Since a typical project or business involves numerous stakeholders, it follows that each should ’own’ a proportion of the risk available in order to elicit a return. Basically, risk transfer is the process of transferring risk to another participant in the project. Transferring risk does not eliminate or reduce the criticality of the risk, but merely leaves it for others to bear the risk. Risk Retention .Risks may be retained intentionally or unintentionally. The latter occurs as a result of failure of either or both of the first two phases of the risk management process, these being risk identification and risk analysis. If a risk is not identified or if its potential consequences are underestimated, then the organisation is unlikely to avoid or reduce it consciously or transfer it adequately. Corporate risk refers to the liabilities and dangers that a corporation faces. Risk management is a set of procedures that minimizes risks and costs for businesses. The job of a corporate risk management department is to identify potential sources of trouble, analyze them, and take the necessary steps to prevent losses There are several steps in any risk management process. The department must identify and measure the exposure to loss, select alternatives to that loss, implement a solution, and monitor the results of their solution. The goal of a risk management team is to protect and ultimately enhance the value of a company. With corporations, financial risks are the biggest concern. Just as with standard insurance policies for physical damage, some financial risks can be transferred to other parties. Derivatives are the primary way that corporate risk is transferred. A derivative is a financial contract that has a value based on, or derived from, something else. These other things can be stocks and commodities, interest and exchange rates or even the weather when applicable. The three main types of derivatives that corporate riskmanagers use are futures, options, and swaps. Corporate risk is especially prominent during difficult times in the economy. Risk management teams will take less chances when the economy is less forgiving. They will do everything necessary to avoid additional risks, which in some cases can contribute to a decrease in credit availability and less overall spending. * Corporate Risk Management ,second edition, Tony Merna Faisal Thani 2008 * Analysis Evaluation,second edition, Neil Cowan 2005 * http://www.decs.sa.gov.au/docs/documents/1/DecsRiskManagementFramewo.pdf * http://www.wisegeek.com/what-is-corporate-risk.htm

Brand architecture and branding analysis

Brand architecture and branding analysis A brand is name, term, sign, symbol or design or a combination, intended to identify the goods or services of one seller and to differentiate them from those of competition American marketing Association 1960. A brand is name, symbol, logo, design or image or any combination of these, which is designed to identify product or service. Kotler et al, 1999 Brand distinguishes a companys product from its competitors and an identified product or service that closely satisfies customers needs and wants. Brand is an asset to a company and reflects the quality of customer service. Branding is all about the customers trust of the product or service and makes the segmentation easier for the company. The difference between a company and its competitors should be communicated by brand, because it makes a company unique. BMW, Toyota, Luis Vuitton, NEXT, Debenhams, Nike and Coca Cola are the well-known brands that command price premium and stimulate deep customers loyalty. Branding Branding is the collection of actual and emotional characteristics associated with a particular identified product or service that differentiates it from the rest of marketplace Hand-out notes by tutor Anthony smith Branding is an important aspect of marketing to build a strong image of a company. Mercedes Benz is an automobile brand that commands a premium with their engineering, performance, quality, customer service and after sales service. Toyota shares all these characteristics but still they were not positioned as premium in the customers mind. Toyota then created Lexus as a premium brand with the collaboration of both Toyota and Lexus shared engineering, design elements and customer service. How-to-branding.com Brand Architecture Brand architecture refers to the hierarchy of brands within a single company. It is the interrelationship of the parent company, subsidiary companies, products, and services, and should mirror the marketing strategy. Kompanigroup.com How an organization structures various products, services or other entities within its portfolio and how they relate to one another. Brandinstitue.com In the growing economy we can see different companies merging with each other and form the strategy for each of the targeted group in which every product can carry its own brand name. Good and clear brand architecture leads a company towards brand positioning and also helps to get sustainable competitive advantage. There are three different types of brand architecture strategies. Corporate/Monolithic Branding Strategy In this strategy company takes on a unified brand for all product categories and targeted market. This strategy creates simplicity, and cost deficiencies can be achieved as opposed to multi-branding architecture, in which a corporate brand plays a smaller role. Microsoft, Intel, Disney, CNN, SONY, Nike, Virgin and coca cola etc. are the best examples of corporate branding. Corporate banding makes the advertising easier for the company as they just advertise their name and slogan. . Coca cola is recognizable in every continent of the world through its red curved bottle and logo. SONY is a corporate brand as its name is attached to everything, from its DVDs to play station. The founder of SONY, Akio Morita, once said: I have always believed that the company name is the life of an enterprise. It carries responsibility and guarantees the quality of the product. Therefore corporate strategy leads a company to sustainable financial outcomes. Brandingstrategyinsider.com . Adhistry.wikispaces.com Google.co.uk Multi/Individual Branding Strategy Multi Brand Strategy refers to a marketing strategy under which two or more than two similar products of a firm are marketed under different brand names. Finance.mapsofworld.com It is very difficult for a brand to position itself in a diversified environment where the customers needs and wants are different. Therefore, company can fill different market segments through diversifying its product range. VW, PG, Unilever and Diageo are the best examples of multi branding. PG is the prime example, having a multiple shampoo brand to influence different customers, like head shoulder for dandruff, Pentene for healthy hear and Sassoon for professional saloon experience. Through multi branding a company can target more than one segment in the market and fill the price gaps. Multi branding is a good strategy but sometime it fails because of the poor management. Due to failure it could harm the family brand name. VW took many years to change the negative brand image of Skoda from the customers mind. Helen Meek. et al, 2001 Google.co.uk Endorsed Branding A brand that carries the endorsement of a source brand (the parent company). Brandbuild.eu Endorsements add integrity and assurance of the indorsed sub brand in customers mind without overpowering it with its own association. Endorsed branding is suitable for the company, using varied product portfolio, e.g. Nestle, Cadbury, Unilever etc. Nestle written on the Kit Kat, Cadbury written on Dairy Milk to provide credibility and assurance to the product. Some companies give independence to the endorsed brands like Unilever give freedom to the Heartbrands such as Feast, Magnum and Cornetto and they have their own marketing campaigns and target market. Some companies has firm relationship between company name and product, e.g. Ford does it with the model Mustang, people using either the brand name Mustang or the full name Ford Mustang. Google.co.uk Brand Elements Brand elements are those trademarkable devices that identify and differentiate the brands. There are certain elements of a brand, like names, logos, symbol, characters, slogans, design, features etc. some important elements are mentioned below. Kotler et al, 1996 Brand Name Name is the most significant element of the brand. This is the only part of the brand which should never be changed. It help customers to identify distinguish product from competitors. It is not necessary the brand name is associated with the company and can be different. But if the brand name is linked with the quality of the product either high or low, then all good must be of the same standard. MS is the prime example of providing quality products through St Michael Brand as one can see its tag on the cloths and food and household goods as well. Brand Image Brand image is fundamental way through which a customer recognises and believes a brand. It gives a company an identity and creates a better image in the mind of the customers. Brand image is unique that clearly reflects the image of the organisation and different from the competitors. To build a right image in the customers mind, the company must have to focus on brand identity. Brand Personality Brand personality is the goodwill of the brand. It is associated with the benefits and attributes of the brand. Brand personality is unique and long lasting; it is the emotional attachment of the consumers with the product, e.g. Sony and Panasonic, both are the giants of electronic sector, although both got same features, some peoples prefer one of the other because of their trust on the product by long time. Brand Association Brand association is the relative strength of consumers positive feelings towards the brand Lasser et al, 1995 Associations, according to Aaker (1991) represent the bases for purchase decisions and for brand loyalty. The way consumers perceive brand is a key determinant of long-term business-consumer relationships. Hence, building strong brand perceptions is a top priority for many firms today. Morris, 1996 It is the perception of the customers towards a brand attributes and quality. Brands can be associated with the name, colours, symbols, attitudes, expressions and sound etc. Mercedes Benz is associated with the luxury drive and excellent engineering, Nike with its Slogan, Nokia with its sound, and Coca Cola with its red colour, Colgate toothpaste with cavity protection and Microsoft with Bill Gates. Renault has launched a successful campaign for its model Clio and used the famous French footballer Thierry Henry and Sesame Steet in the Va Va Voom advertisement. This campaign resulting attract more male customers than females. This is how celebritys association to the brand benefits organisation. Kotler et al, 1996 Brand association gives the basis of buying and brand loyalty to the customers. Companies always try to associate their brands with the positive things to create good image of the product in the mind of customers. Brand association developed if the product is desirable, durable and satisfies the customers needs. Positive customers perception about the product makes a brand stronger. It is formed on the basis of Product attributes, Advertisement, Relevant price, Quality, Celebrity and big entity association, Competition and Display points. Brand positioning Positioning is the place in consumers mind that you want you brand to own. For example, Hallmark caring shared, and Disney Family Fun entertainment. Positioning is not what you do to a product; positioning is what you do to the mind of the prospect. Ries and Trout, 1981 Brand positioning is successfully built through continuous communication with the customers about the product to its targeted market, through advertisement, brand name and its packing. Brand positioning refers to the position in the customers mind, it does not relate to market position. Brand positioning is associated with the market segmentation. The right market segment is to be targeted for the brand positioning. Brand positioning is all about a customers perception about the product. There are certain ways for a brand to be positioned, e.g. offering specific benefits, targeting a specific segment, pricing and distribution. Brand positioning is an important concept in which a company can decide where it wants to position its brand in its field relative to competition. Brand positioning is a thinking that guides a company to build a relationship between the brand and customers. Brand positioning gives space in the customers mind, so the company become in the better position to control over its own brand image. Price and quality are the most common attributes are considered in the brand positioning. To get a good position in the customers mind the company introduce brand of a good quality with on competitive price. The quality of the product must be at least equivalent or better from the competitors. Quality perception is the most powerful element of the brand positioning. Once a company is successful in building a powerful perception of quality will result in building a powerful brand. Psychological element is dominant to some extent in building a quality perception as some peoples psyche is that the product with high price tag is of good quality. Communicating brands through their specific features is another way to position brands, e.g. Clinic all clear, Dare to wear Black or Pakistan and India surf excel is advertised as stain remover, Surf Excel hena. Culture is another strong aspect to the brand positioning. Different companies use cultural symbols to differentiate products from their competitors. Examples including, Air India advertise through Maharaja, Tata tea, Hamara Bajaj etc. Treedeuce.com Brand Extension Brand extension is a marketing strategy in which a firm that markets a product with a well-developed image uses the same brand name but in a different product category. Brandexpress.net When a firm uses its brand in another product form, or even within another product class, then the firm is stretching the brand (also referred to as brand extension). Iain Ellwood Virgin is the good example of brand extension as they sell everything from records to airline travel, to cola drinks to wedding parties from clothing to cosmetic and computers. This is successful in brand extension because it has the ability to connect the customer directly and give them values. Many firms attempt to extend their brands but all the brand extensions are not suitable or desirable. An extended brand always works best in a top to down direction. It is always easy for a company to bring brand extension from relatively cheaper product line. Ralph Lauren and Gucci are the best example. Ralph Lauren extended from luxury clothing to jeans and bed linen while Gucci brand is extended from luxury clothes to oven gloves, cooking aprons and dog toys. An extended brand has a low introductory cost because the customers, traders and retailer are well aware of the product. Brand extension brings options to the customers through variety of products. If the product is of lower quality, will result in damaging in overall brand value. Iain Ellwood Caterpillar is one of the biggest non-sporting footwear companies in the world with its brand CAT. This is basically a construction and mining equipment manufacturing company that extended their brand in this potential segment. It was perceived that it is the biggest mistake of the caterpillar but the extension was a big success. Sometimes the brand extension, implemented incorrectly due to less understanding. LEGO is a Danish toy manufacturing company, decided to extend its brand and launched its own product line of cloths, watches and video games but it was ignored by its target market, that result half of its employee are redundant back in 2004. Kotler et al, 2001 Michelin and Goodyear are the French companies, famous for making rubber tyres and having a number of brand extensions. Michelin brand extensions are car and cycle related product, footwear and clothing, sports and leisure and personal accessories. On the other hand Goodyear becomes the partner of the Adidas to make a series of driving shoes. Kotler et al 2001 We can see normally financial services providers have not attempted to extend their brands, and only concern with their original market. On the other hand, there are too many non-financial service providers extended directly to the financial services. E.g. Tesco extended its market to Tesco banking and Tesco insurance. Benefits of branding To customers People buy brands, because they are well aware of the quality of the product and save time and efforts. Buying a branded product can give customers a peace of mind and credibility. Most of the branded products have warranty policies, which gives customers assurance of a quality product. Some big companies having product replacing policies, e.g. DeWalt a power tool manufacturing company, replace the product immediately in case of damage. To intermediaries/stakeholders There are certain benefits of branding to different stakeholders, that directly/indirectly effecting the organisation. Multinational organisations always have the strategy for social, environmental and economic issues. Companies contribute to the societies in which they operate. Brands follow government regulations to minimise any adverse effect to the environment. Employees always attract to innovative companies where learning opportunities are always there. Supplying goods directly to retailers, companies distribute goods through agents or distributers. Distributers get long-term agreements from the known brand companies. Retailer can get benefits from overall marketing campaign. Sustainable competitive advantage When two or more firms compete within the same market, one firm possesses a competitive advantage over its rivals when it earns (or has the potential) to earn a persistently higher rate of profit. Grant, 2002 It is very important for every organisation to be successful in long term. Effective corporate branding is certainly the main source of getting sustainable competitive advantage in the market. Worlds famous corporate brands do not sell products, they sell concepts, e.g. Coca Cola does not sell a soft drink, it sells enjoyment and Microsoft does not sells computers, it sells possibility. Brand designers create a corporate brand identity through promotional material and advertising campaign to establish a corporate identity. There are certain brand characteristics that lead a company to get sustainable competitive advantage. A well designed logo and a strong identity system can give a company an edge over its competitors. Brand Identity A unique set of brand associations that the brand strategist aspires to create or maintain. These associations represent what the brand stands for and imply a promise to customers from the organisation members. Aaker, 1996 Brand identity is the way a company aims to identify or position itself or its product or service. Kotler et al, 1999 Brand identity is the first thing that a customer experience and plays a major role in getting a sustainable competitive advantage in the market. Brand attributes are is a bag of features that shows the personality of a brand and these attributes help to create brand identity. Brand identity is supported by emotional and unique elements and values, serve to distinguish the brand in the market, especially for progressively competitive environments, service organisations and recreational sectors. Brand identity creates a distinct identity that is very hard for the competitors to duplicate. The main elements to build a strong brand identity are human resources, organisational culture, organisational structure, stationary, company cards, company dà ©cor, packing, catalogue, market and innovation etc. Kotler et al, 1999 Brand loyalty Brand loyalty is considered as ultimate reward for a brand as it is another factor which leads a company to get a sustainable competitive advantage. Customers always prefer to buy those brands they are loyalty with, even though that is expensive and have close substitutes in the market. Apples iPod is a product to listen mp3/mp4 music, and the big electronic giants like Sony, Panasonic and so many other companies have same product with same features at the relatively low price than Apples iPod. Majority of the customers buy iPod just because they are loyal with the brand. Brand Equity Brand is a symbol of extremely precious part of legal property, that can control consumer behaviour and it also provides the protection of persistent future revenues to the firm. Brand equity is called the amount that is directly or indirectly accrues by these various benefits. Kapferer, 2005; keller, 2003 Companies invest huge amount of money to develop brand equity. Brands with high equity win the space in the market because of the uniqueness, reliable services and continuous and effective relationship with the customers. Stronger brand image takes a company to financial advantage through the brand equity. Brand equity leads a company to charge perineum prices for the product to raise their profit margin.

Children of the Camps Essay -- Holocaust European History Nazi Germany

Children of the Camps During the Holocaust, millions of Jews, gypsies, and members of other groups were persecuted and murdered by Nazi occupied Europe. However, many forget to acknowledge that among these were children. It may never be known exactly how many children were murdered but it is said that as many as some 1.5 million children may have fell victim to the Nazi party. Although children were not a main target of the Nazi’s violence, they did fall subject to persecution along with their parents. Jewish children were first exposed to persecution in school. Many of their friends who were not Jewish began not socializing with them and even began to treat them in prejudice ways. This was soon followed with the announcement that, â€Å"German Jewish children were prohibited from attending German schools† (www.mtsu.edu/.baustin/children.html). The life of children had quickly become as torn apart as their parents. However, there were more efforts to help the children escape the grips of the Nazi rule. Before 1939, several thousand children were able to escape in â€Å"Kindertransports† to the Netherlands, Great Britain, Palestine, and the United States† (www.mtsu.edu/.baustin/children.html). Those who were not able to escape were placed in ghettos and transit camps. These ghettos and transit camps served as the foreground to the death and slave labor camps that would soon follow. It was written in a Jewish diary,† A Jewish ghetto in the traditional sense is impossible; certainly a closed ghetto is unconceivable† (Dwork, p.155). Infact many of these ghettos were â€Å"closed† meaning that the Jews that occupied the ghettos were forbidden to leave the area. Within the ghettos, there was belittlement of life. The segregated streets often had no working stores and closed places of worship. This left the isolated inhabitants subject to starvation, disease, and early death. Next came the death and slave labor camps. These were most often the last stop before they were killed. Upon entering a camp, the Jews were separated. They were separated into women, children, working age, men, and the old. Furthermore, the children were separated into three age groups: â€Å"(1) infants and toddlers up to age 6; (2) young children ages 7 to 12; and (3) adolescents from 13 to 18 years old† (www.mtssu.edu/.baustin/children.html). Women, children who fall in the first age group... ...own on the benches all around and were cheerful and happy that they had been for once allowed out of Neuengamme. The children were completely unsuspecting† (www.auschwitz.dk/bullenhuser.html). The children were told that they would be receiving a vaccination. In reality, they were injected with morphine and then hung on hooks on the wall to die. However, the children were so light from malnutrition and disease that their own weight would not strangle them. Instead, they hung the children two at a time so that there was enough weight to kill them. It was later noted, â€Å" none of the children cried† (www.auschwitz.dk/bullenhuser.html). As one can imagine, all children who lived thru the Holocaust, were subject to inhuman conditions. Life was stripped from them and in return handed a small piece of hell that they could call their own. Though there were those who were fortunate enough to witness better days, some were left with that small piece of hell as their final destiny. Whether it was the children of the ghettos and camps or the tortured souls of the Bullenhuser School children, it may be the cries of the children that are most often unheard in the story of the Holocaust.

Essay --

Ever since our minds were old enough to comprehend three syllable words, we've been told to be original. Originality by definition means the ability to think independently or creatively. Such a simple task it seems but so many of us find it extremely difficult to fulfill. Staying true to yourself and embracing your individuality isn't a task or concept all will grasp. To be yourself means to embrace and acknowledge that no one else in this universe is just like you and that conforming to their standards will have to take a backseat to your happiness. Only the strong minded can do this and this revelation won't take a day or even a year, but it will embark you on a lifelong journey. "To be yourself in a world that is constantly trying to make you something else is the greatest accomplishment" Ralph Waldo Emerson. We live in a world where society tells you to be yourself and then judges you. We love in a constant fear of being judged or called a weirdo. Though the barons that hold us to this conformity are strong, many manage to break through. No other person in this universe is exactly like you. Everyone has a different quality to bring to the table and that is what makes out world such a diverse place. Embracing your assets to society and not trying to imitate someone else will not only change your outlook on certain situations but on your life as a whole. The phrase only the strong will survive applies to all aspects of life, including individuality. To be able to stand up for who you are and not let the opinions of the world faze you takes a strong mind and a strong spirit. Having a true sense of self is a life long journey and some people reach it more quickly than others. Some reach this place of nirvana while still in thei... ...ted. There are many countries that frown upon standing out to the extent of the Americans. In some Middle Eastern cultures, women are required to cover their bodies from head to toe. They dress in dark clothing so that little attention is drawn to them, if any at all. Differing from the Middle Eastern culture, American people often dress to the extreme; showing them off as if the world is always watching them. Although one covers their body with a black hijab and another prances around in a rainbow dress, the one covered is not any less of an individual as the one standing out physically. In conclusion, we as a society have to realize that individuality goes much deeper than material things and that it is okay to be different. Conforming to what society feels you should do will not only be detrimental to our growth as humans but as a world community as well.

How is the practice of Buddhism expressed in the United States?

It is no surprise that Buddhism has been embraced by the Americans with gusto. The Buddha was a man of ethics. And, the Chinese bodhisattva is a lady of compassion. Such are the deep values that the American peoples have cherished over the ages – moral principles coupled with compassion. The Chinese bodhisattva, in particular, is a great inspiration for the Americans. She is Kuan Yin: She Who Hearkens To The Cries Of The World (Blofeld, 1997). Is this not the present definition of America as well in global affairs? Zen Buddhism has acknowledged that ‘All is One.’ In other words, there is no essential difference between the different kinds of Buddhism practiced in the United States today. Rev Patti Nakai writes that the American female followers of Tibetan Buddhism have been at the forefront of dealing with women’s issues. To put it another way, the American woman is trying to closely follow She Who Hearkens To The Cries Of The World. The American man, too, is following her lead, by voicing his agitation at injustices throughout the world, and supporting his government in struggling for human rights everywhere.The American women, while fighting for women’s rights, do not hesitate in mentioning Shakamuni’s denunciation of women to prove their point, however. Shakamuni knew women as mere objects before it was explained to him that women, too, should be given a chance to grow in spirituality, simply because everything in this world is impermanent. Finally, Shakamuni did agree to respect women – he had seen impermanence in the death of his father. Before this event, he had been taught that women were akin to animals that are trained to breed, nurture, and How is the practice of Buddhism expressed in the United States?3 entertain the opposite sex. Shakamuni had seen all the women in his life – from his stepmother to his wife, to all the dancing girls and servants of his palace, as creatures that lived solely to p lease men. The change came only when Shakamuni was told by Ananda, â€Å"Give women a chance; we cannot say for sure that they will fail unless they have a chance to study and follow the Dharma† (Nakai). In any case, it was the aunt of Shakamuni Buddha who became the first Buddhist nun and an inspiration for the American Buddhist women apart from Kuan Yin (Nakai).On the other hand, the American man is inspired by Shakamuni Buddha himself, who can learn and grow based on new experiences without turning back to his time of ignorance. This time of ignorance is experienced by every soul; the Buddhist American man delights in the fact that there truly is no turning back once he has had a chance to study and practice the straightforward, uncomplicated and harmless Buddhist principles. Yet another reason why American women have embraced Buddhism is that the Buddhist concept of karma, with its emphasis on self-knowledge, has become a powerful source in helping them overcome the hards hips they faced in life.American women believe that by employing the Buddhist concept of karmic retribution, they hold themselves responsible for the tragedies in their lives. These women have now come to believe that those tragedies are of their own making – that they have created their own suffering. Practicing Buddhism, then, is a form of ‘psychological healing,’ by means of which they not only engage in the Christian expression of ‘Know thyself’ but also begin a process of self-renewal. Sharon A.Suh (2004), the author of Being Buddhist in a Christian World: Gender and Community in a Korean American Temple further writes that the Buddhism of psychological healing for female practitioners at the Korean How is the practice of Buddhism expressed in the United States? 4 Buddhist, Sa Chal Temple in the United States, differs from the Buddhism understood by the male practitioners, who do not understand Buddhism as an emotional and fortune-seeking religi on like the women do. Rather, the American man appears to show more interest in the intellectual and political approaches to Buddhism.He wants to genuinely understand how Buddhism can be used to further the interests of his nation besides improving his position/ situation in the home and workplace. American Style Buddhism There are two main types of Buddhism being practiced in the United States today: the Asian immigrant Buddhism and the American convert Buddhism. On the surface level, the only difference between the two forms of Buddhism lies in the respective languages spoken by each group. On a deeper level, there are quite a few differences in the way each group comprehends Buddhism.The practices of each group differ but naturally. In our day, there is an increasing body of scholarly research and writings on the American convert Buddhism, and although the American individual wants to look at all kinds of Buddhism, he or she is left with no choice but to engage in American style Buddhism. The American is, no doubt, expected to understand his or her language more clearly, apart from the benefits of easy identification with American style expressions (Suh). Converting to another religion always requires study. The American Buddhist is not naive either.All styles of Buddhism (and all religions, in fact) look upon the welfare of the individual with respect to the human society, as well as the welfare of the human society with respect to the individual, as their chief interest. The American Buddhist is not only practicing different kinds How is the practice of Buddhism expressed in the United States? 5 of meditations to be at peace with himself and the world; but, as mentioned previously, also to fight for human rights in the United States and across the world, albeit peacefully.Karma Lekshe Tsomo writes on the women’s rights issue at the forefront of Buddhism: Since 1987 Buddhist women from around the world have begun to unite on a grassroots level and a ssume leadership in working for the welfare of human society. Now, just fifteen years later, the Buddhist women’s movement is recognized as a highly dynamic forum representing over 300 million women worldwide. This movement, emerging from the margins into the international spotlight as a force for social change, is an example of how women can unite their resources and talents, workin harmony, and make significant contributions to global understanding. This innovative movement focuses on Buddhist women’s issues and perspectives, but embraces all living beings. It is innovative in incorporating scholarly perspectives, spiritual practice, grassroots activism, and cultural performance as equally valid dimensions of women’s experience. Creating a forum that unites women from such a rich variety of backgrounds, disciplines, and perspectives with respect and appreciation is an expression of women’s enormous potential for global transformation (â€Å"WomenPracti cing Buddhism†). Buddhism looks upon itself as a religion of peace. But, for there to be overall peace within the individual and the human society, all issues of importance to the individual must be dealt with in a peaceful and amicable manner. The American would not feel satisfied until he has dealt with issues that concern himself. It is difficult for this individual to feel at peace until he or she has intelligently tackled the human rights issues in society, for example, sexual discrimination. After all, the American has converted to Buddhism keeping its benefits in mind.This individual would not settle for less, just as the Buddha never sacrificed his principles. The American Buddhist would like to experience peace at home, peace at work, and peace in the community at large through his or her conversion to Buddhism. Inequality and discrimination, as an example, have stolen peace at many levels. But, Buddhism is encouraging How is the practice of Buddhism expressed in the United States? 6 the American to be true to Self, and to be at ease in every situation in order to successfully engender peace.Karen Andrews, an American Buddhist woman, explains the meaning of discrimination in Buddhism itself: Buddhism has, throughout its history, slowly moved east, from India through China, Burma, Thailand, Vietnam, Korea, Japan. Most recently, it has begun its jump across the ocean to the United States. With each move, the expression of Buddhism has changed to suit the culture of the people. Buddhism has not yet been in the United States (or any other Western country) long enough to develop into a clear new form, suitable for Western culture.There are many aspects of traditional Buddhism which need slight adaptation in order to be accepted within the complex structures of Western society. One of the areas of traditional Buddhism which modern Western Buddhists find the most problematic is the area of gender. In most Asian Buddhist traditions, the leaders and teac hers are all male, while females are given less prestigious roles. Western Buddhists tend to come from highly educated and socially liberal backgrounds, which means that they tend to feel that men and women are equal and should be given equal opportunities in all endeavors.This difference of opinion between Western and Asian Buddhists causes a certain amount of tension. Even though the American woman loves Buddhism for the freedom, dignity and peace it allows her to enjoy, this Eastern religion is also disadvantageous in terms of Buddhist patriarchy. To take control of this disadvantage, many American women have pioneered a gender-neutral and gender-free way of understanding and practicing Buddhism. This has been made easy by the fact that Buddhist teachings do not revolve around divine revelations that would allow for no change in the understanding and practice of Buddhism.American women who have been raised to hate discrimination, have chosen to ignore the obvious sexist practices in Buddhism by following a middle path. In so doing, however, they have ensured that they do not step out of Buddhism altogether (Boucher, 1998). The American Buddhist men have agreed with the American Buddhist women on this issue. They have been taught to hate discrimination, too. How is the practice of Buddhism expressed in the United States? 7 And so, American Buddhism does not face a dire problem of discrimination within the institution itself.Besides, peace is helpful; and hence, Buddhism is good news in America. How is the practice of Buddhism expressed in the United States? 8 References Andrews, Karen. Women In Theravada Buddhism. Institute of Buddhist Studies, Berkeley. Retrieved 25 June 2007, from http://www. enabling. org/ia/vipassana/Archive/A/Andrews/womenTheraBudAndrews. html. Blofeld, John. (1997). The Bodhisattva Of Compassion: The Mystical Traditions Of Kuan Yin. Boston, MA: Shambhala Publications, Inc. Boucher, Sandy. (1998). Turning the Wheel: American Women Creat ing the New Buddhism.(1st rev. ed. ). New York: Beacon Press. Nakai, Rev. Patti. Women in Buddhism. Urban Dharma. Retrieved 5 December 2006, from http://www. urbandharma. org/udharma/womenbuddhist. html. Suh, Sharon A. (2004). Being Buddhist in a Christian World: Gender and Community in a Korean American Temple American Ethnic and Cultural Studies Series. Seattle: University of Washington Press. Women Practicing Buddhism: American Experiences. Smith College. Retrieved 5 December 2006, from http://www. smith. edu/buddhism/index. php.