Essay Andrew Jackson A National Hero Never to be Forgotten

Old Hickory was not a man to mess with. Nick-named for his toughness, our nation’s seventh president was a favorite general among his soldiers. Andrew Jackson stood for the common man, being one of the only presidents born into poverty. This victorious man shaped the modern Democratic Party we know today, and is a national hero that will never be forgotten. Andrew Jackson was born March 15, 1767 in Waxhaw, a settlement between North and South Carolina. He resided in the forested region of the western Carolinas as a child, in a home that was built by his father. His father died when he was young, leaving his mother to raise young Jackson and his two older brothers on her own. As a child, Jackson enjoyed fighting, shooting rifles,†¦show more content†¦Andrew Jackson made many significant contributions to our country during his presidency. He imposed the Treaty of Fort Jackson in August, 1814. This treaty forced the Creek Indians to give up 23 million acres of the ir land and remove their settlements. They were also pressured to relocate to an easier American- patrolled portion of land. The signing of this treaty additionally ended the Creek War. Some other documents signed by Jackson are â€Å"Approved Sale of Creek land to a Notorious Speculator† and â€Å"Disclaims Rewarding One of His Political Enemies.† He made many important choices that led to many things we know of today. Andrew Jackson was involved in a plethora of military battles. He fought in the Battle of Hanging Rock and the Battle of New Orleans. He also combated in the War of 1812 and the Creek War. He was victorious in all of these feuds because of his strong passion for fighting. Have you ever pondered on how the modern Democratic Party came about? Well, Andrew Jackson was the sculptor of the mushy clay this group used to be. He also vigorously used the veto power, opening the door for following presidents to take advantage of this privilege. The spoi ls system also emerged while Jackson was president. The Cabinet importance declined, and the Whig party was born. Andrew Jackson also disabled the National Bank of the United States during his presidency, making him the only president to ever lead a 100%Show MoreRelatedThe Confederate States of America Essay2781 Words   |  12 Pagesgreatest battle of their lives, they and their ancestors still hold a special place in their hearts for this short-lived nation. This nation was independent for roughly four years, but the legacy of the Confederate States of America will not be forgotten. br brAs far as the Constitution of the Confederate States goes, it was not all that different from that of the United States. 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The Co Cultural Theory A Wide Range Of Diversity Essay

In New Zealand there is a wide range of diversity. New Zealanders have only recently adjusted to the social acceptance of The LGBT community (Lesbian, Gay, Bisexual, and Transsexual). It is important that we evaluate the implications that the LGBT minority group are faced with. We must use Orbe’s co-cultural theory in order to understand the issues that arise from the dominant heterosexual community. The co-cultural theory was created in order to assist in understanding the various ways in which people who are marginalised traditionally in dominant structures of society, communicate every day. This co-cultural communicative theory is derived from the personal experiences from a range of traditional less privileged cultural groups, which include women, people of colour, the disabled, people from a lower social economic background and gays, lesbians, bisexuals and transgender (Orbe Groscurth, 2006). The co-cultural theory shows an understanding of the ways in which these co-cultural groups discuss their difference in culture with the wider public. These less privileged cultural groups who were traditionally labelled ‘inferior’, communicate in a variety of ways such as using the media and protesting or having their say in a political manner (Cohen Avanzino 2010). There are three approaches of communication; non-assertive, assertive and aggressive. There are also thre e preferred outcomes; assimilation, accommodation and separation (Lapinski Orbe, 2007). A non-assertiveShow MoreRelatedThe Loudest Duck By Laura A1602 Words   |  7 PagesLoudest Duck by Laura A. Liswood, we learn about what it means to be truly diverse and how to obtain this diversity. The book gives many examples of how and why it is important for companies to be diverse. Through this paper I will be outlining the main points the other made and share some of the lessons I feel are important. 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Archetypes And Their Influence On The Personality Essay Example For Students

Archetypes And Their Influence On The Personality: Essay Carl Gustav JungArchetypes and Their Influence on the Personality: Carl Gustav JungIntroductionCarl Gustav Jung (1875-1961) was born on July 26, in the small village of Kesswil on Lake Constance. He was named after his grandfather, a professor of medicine at the University of Basel. He was the oldest child and only surviving son of a Swiss Reform pastor. Carl attended the University of Basel and decided to go into the field of psychiatry after reading a book that caught his interest. Jung became an assistant at the Burgholzli Mental hospital, a famous medical hospital in Zurich. He studied under, and was influenced by Eugen Bleuler, a famous psychiatrist who defined schizophrenia. Jung was also influenced by Freud, with whom he later became good friends. Their relationship ended when Jung wrote a book called Symbols of Transformation. Jung disagreed with Freuds fundamental idea that a symbol is a disguised representation of a repressed wish (Heaney, 1994). After splitting up with Fre ud, Jung had a 2 year period of non-productivity, but then he came out with his Psychological Types, a famous work. He went on several trips to learn about primitive societies and archetypes. His explorations included trips to Africa, New Mexico to study Pueblo Indians, and to India and Ceylon to study eastern philosophy. He studied religious and occult beliefs like I Ching, a Chinese method of fortune telling. Alchemy became one of his interests during his journeys. His book, Psychology and Alchemy, published in 1944, is among his most important writings. In this study, he told about the human mind. One of his methods was word association. This is when a person is given a series of words and asked to respond to them. Abnormal response or hesitation can mean that the person has a complex about that word. His basic belief was in complex or analytical psychology. The goal is psychosynthesis, or the unification and differentiation of the psyche (mind). He believed that the mind started out as a whole and should stay that way. That answered structural, dynamic, developmental questions. Jung is best known for his theory of The three levels of the mind (Aurelio, 1995). DiscussionThe three levels of the mind theory includes the ego (conscious), personal unconscious, and collective unconscious. The conscious level serves four functions. It is the part of the personality that carries out normal daily activities: thinking, feeling, sensing, and intuiting. The personal unconscious contains an individuals memories, and the collective unconscious is an inaccessible layer that contains universal experiences. Usually, one of the two classes usually dominates, and rarely does one see an individual with perfectly balanced classes of behavior (Nehr, 1996). Jung said that an ego is a filter from the senses to the conscious mind. All ego rejections go to the personal unconscious. The ego is highly selective. Every day we are subjected to a vast number of experiences, most of which do not become conscious because the ego eliminates them before they reach consciousness. The personal unconscious acts like a filing cabinet for those ego rejections (Jurkevich, 1991,p . 58). Clusters of related thoughts in the personal subconscious form complexes. Complexes are really suppressed feelings. Complexes are often highly visible to people, but unfelt by the individual who has the complex. Complexes can be revealed by word association, which will cause hang-ups if a certain word is mentioned. A strong or total complex will dominate the life of a person, and a weak or partial complex will drive a person in a direction of it, but not too strongly. A complex, as Jung discovered, need not be a hindrance to a persons adjustment. They can be and often are sources of inspiration and drive that are essential for outstanding achievement (Aurelio, 1995, p.351). The collective unconscious is hereditary. It sets up the pattern of ones psyche(Kremer, 1990, p.2). An inherited collection of primordial images are stored here. They are universal inclinations that all people have in common somewhere by means of heredity. The four important archetypes that play very signi ficant roles in everyones personality are Persona, Anima(us), Shadow, and the Self. Persona is derived from the Latin word meaning mask. In Jungian psychology, the persona archetype serves a similar purpose; it enables one to portray a character that is not necessarily his or her own. The persona is the mask or facade one exhibits publicly, with the intention of presenting a favorable impression so that society will accept him (Nehr, 1996). Anima and Animus is what Jung referred to as the inward face of the psyche. The inward face he called the anima in males and the animus in females. The anima archetype is the female side of the masculine psyche; the animus archetype is the masculine side of the female psyche. Man has developed his anima archetype by continuous exposure to women over many generations, and woman has developed her animus archetype by her exposure to men (Heaney, 1994). According to Mannis (1997), the Shadow is what Jung referred to as the negative side of the person ality, the unpleasant qualities we like to hide. When one is not conscious of their shadow, they give it more power. Usually, the qualities we dislike the most in others, are the unknown qualities in our shadow (Kremer, 1999, p.4). The self represents all archetypes working together (Heaney, 1994, p.29). Jung used the words extraversion and introversion to show how ones personality is. Those who lean towards extraversion are usually socially accepted. They are outgoing and very sociable. Those who lean towards introversion tend to keep to themselves and are not very sociable. .uc498def7d9af5826906a6f7e8aab763c , .uc498def7d9af5826906a6f7e8aab763c .postImageUrl , .uc498def7d9af5826906a6f7e8aab763c .centered-text-area { min-height: 80px; position: relative; } .uc498def7d9af5826906a6f7e8aab763c , .uc498def7d9af5826906a6f7e8aab763c:hover , .uc498def7d9af5826906a6f7e8aab763c:visited , .uc498def7d9af5826906a6f7e8aab763c:active { border:0!important; } .uc498def7d9af5826906a6f7e8aab763c .clearfix:after { content: ""; display: table; clear: both; } .uc498def7d9af5826906a6f7e8aab763c { display: block; transition: background-color 250ms; webkit-transition: background-color 250ms; width: 100%; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #95A5A6; } .uc498def7d9af5826906a6f7e8aab763c:active , .uc498def7d9af5826906a6f7e8aab763c:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .uc498def7d9af5826906a6f7e8aab763c .centered-text-area { width: 100%; position: relative ; } .uc498def7d9af5826906a6f7e8aab763c .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .uc498def7d9af5826906a6f7e8aab763c .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .uc498def7d9af5826906a6f7e8aab763c .ctaButton { background-color: #7F8C8D!important; color: #2980B9; border: none; border-radius: 3px; box-shadow: none; font-size: 14px; font-weight: bold; line-height: 26px; moz-border-radius: 3px; text-align: center; text-decoration: none; text-shadow: none; width: 80px; min-height: 80px; background: url(https://artscolumbia.org/wp-content/plugins/intelly-related-posts/assets/images/simple-arrow.png)no-repeat; position: absolute; right: 0; top: 0; } .uc498def7d9af5826906a6f7e8aab763c:hover .ctaButton { background-color: #34495E!important; } .uc498def7d9af5826906a6f7e8aab763c .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .uc498def7d9af5826906a6f7e8aab763c .uc498def7d9af5826906a6f7e8aab763c-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .uc498def7d9af5826906a6f7e8aab763c:after { content: ""; display: block; clear: both; } READ: Cloning EssayOnes psyche works together three ways. One structure may compensate for the weakness of another structure (Jurkevich, 1991). One component may oppose another component, and two or more structures may unite to form a synthesis. Compensation may be illustrated by the contrasting attitudes of extraversion and introversion. If extraversion is the dominant or superior attitude of the conscious ego, then the unconscious will compensate by developing the repressed attitude of introversion. Compensation also occurs between function. A person thinking or feeling in his conscious mind will be an intuitive, sensation type unconsciously. This balance is healthy and it pre vents our psyches from becoming neurotically unbalanced. Opposition exists everywhere in the personality: between the persona and the shadow, between the persona and the anima, and between the shadow and the anima. The contest between the rational and irrational forces of the psyche never ceases. Ones integrity of self can actually determine whether or not this opposition will cause a shattering of a personality (Heaney, 1994). I decided to do my research on Carl Jung because he is not discussed much in the textbook. I find his theory of conscious and unconscious very interesting. I believe the thoughts of persona and ego without a doubt. When ones ego is shot down, a person can tend to develop a complex about it. I also agree that people tend to have a different persona based on where they are at and how they are expected to act around certain people. ReferencesAurelio, Jeanne M. (1995). Using Jungian archetypes to explore deeper levels of organizationalculture. Journal of Management Inquiry, 4, 347-369. Heaney, Liam F. (1994). Freud, Jung and Joyce: Conscious connections. Contemporary Review,265, 28-32. Jurkevich, Gayana. (1991). Unamunos intrahistoria and Jungs collective unconscious: parallels,convergences, and common. Comparative Literature, 43, 43-60. Kremer, Jurgen W. (1999). Facing the collective shadow. Revision, 22, 2-5. Mannis, Robert F. (1997). Jung and his shadow. Utne Reader, 84, 91-94. Neher, Andrew. (1996). Jungs theory of archetypes: a critiques. Journal of HumanisticPsychology, 36, 61-92.

Synthesis and Purification of Acetylsalicylic Acid free essay sample

Synthesis and Purification of Acetylsalicylic Acid (ASA or Aspirin) Background Salicylic acid is a phenol as well as a carboxylic acid. It can therefore undergo two different types of esterification reactions, creating an ester either with the hydroxyl or with the acid. In the presence of acetic anhydride, acetylsalicylic acid (aspirin or ASA) is formed. Correspondingly, an excess of methanol will form methyl salicylate, which is also an analgesic. In this experiment, we shall use the former reaction to prepare aspirin. Salicylic acid will not react significantly with acetic acid to produce aspirin. Acetic acid anhydride, however, is more reactive than acetic acid because the acetoxy group (-O2CCH3) is a much better leaving group than the OH- of acetic acid. The reaction has one complication, however, in that an esterification can occur between the phenol and acid portion of adjacent salicylic acid molecules. Further, more molecules can bind to the remaining free substituents on these molecules to create a macromolecule, or polymer. We will write a custom essay sample on Synthesis and Purification of Acetylsalicylic Acid or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page The polymer is formed as a by-product. Acetylsalicylic acid will react with sodium bicarbonate to form a water-soluble sodium salt, whereas the polymer remains insoluble. This difference can be used to purify the aspirin product. The most likely impurity in the final product is salicylic acid, which can be either unconsumed reactant, or the result of hydrolysis of the aspirin product. Salicylic acid is removed during the purification steps as well. Salicylic acid, like most phenols, forms a highly colored complex with ferric chloride, and is easily detected. Aspirin does not form the colored complex because the hydroxyl has been acetylated. Provide tabulated and experimental MP’s for product. Report mass and moles for the reactant and product, and calculate yield % on a molar basis. Mechanism The mechanism is called nucleophilic acyl substitution. It is similar, but not identical, to the hydrolysis on pg 802. The entering nucleophile is salicylic acid, not water. On the resulting tetrahedral intermediate, the H from salicylic acid moves to the middle O on the anhydride. Finally, the leaving group is acetic acid, not chloride. No base is involved. Provide structures of all intermediates in your lab report.

Profile of Huehueteotl-Xiuhtecuhtli, Aztec God of Fire

Profile of Huehueteotl-Xiuhtecuhtli, Aztec God of Fire Among the Aztec/Mexica the fire god was associated with another ancient deity, the old god. For this reason, these figures are often considered different aspects of the same deity: Huehuetà ©otl-Xiuhtecuhtli (Pronounced: Way-ue-TEE-ottle, and Shee-u-teh-COO-tleh). As with many polytheist cultures, ancient Mesoamerican people worshiped many gods who represented the different forces and manifestations of nature. Among these elements, fire was one of the first to be deified. The names under which we know these gods are Nahuatl terms, which is the language spoken by the Aztec/Mexica, so we don’t know  how earlier cultures knew these deities. Huehuetà ©otl is the â€Å"Old God†, from huehue, old, and teotl, god, whereas Xiuhtecuhtli means â€Å"The lord of Turquoise†, from the suffix xiuh, turquoise, or precious, and tecuhtli, lord, and he was considered the progenitor of all gods, as well as the patron of fire and the year. Origins Huehueteotl-Xiuhtecuhtli was an extremely important god beginning in very early times in Central Mexico. In the Formative (Preclassic) site of Cuicuilco, south of Mexico City, statues portraying an old man sitting and holding a brazier on his head or his back, have been interpreted as images of the old god and the fire god. At Teotihuacan, the most important metropolis of the Classic period, Huehuetà ©otl-Xiuhtecuhtli is one of the most often represented deities. Again, his images portray an old man, with wrinkles on his face and no teeth, sitting with his legs crossed, holding a brazier on his head. The brazier is often decorated with rhomboid figures and cross-like signs symbolizing the four world directions with the god sitting in the middle. The period for which we have more information about this god is the Postclassic period, thanks to the importance that this god had among the Aztec/Mexica. Attributes According to the Aztec religion, Huehuetà ©otl-Xiuhtecuhtli was associated with ideas of purification, transformation, and regeneration of the world through fire. As the  god of the year, he was associated with the cycle of the seasons and nature which regenerate the earth. He was also considered one of the founding deities of the world  since he was responsible for the creation of the sun. According to colonial sources, the fire god had his temple in the sacred precinct of Tenochtitlan, in a place called Tzonmolco. Huehuetà ©otl-Xiuhtecuhtli is also related to the ceremony of the New Fire, one of the most important Aztec ceremonies, which took place at the end of each cycle of 52 years  and represented the regeneration of the cosmos through the lighting of a new fire. Festivities Two major festivities were dedicated to Huehuetà ©otl-Xiuhtecuhtli: the Xocotl Huetzi ceremony, in August, associated to the underworld, the night, and the dead, and a second one which took place in the month of Izcalli, at the beginning of February, related to light, warmness and the dry season. Xocotl Huetzi: This ceremony was related to the collection of the fruits of the earth and the ritual death of plants. It involved cutting a tree and placing an image of the god on the top. Copal and food were then offered to the tree. Young men were encouraged to climb the tree to get the image and gain a reward. Four captives were sacrificed by being thrown into a fire and by having their hearts extracted.Izcalli: This second festival was dedicated to regrowth and regeneration, and the beginning of the new year. All lights were shut down at night, except for one light placed in front of the gods image, including a turquoise mask. People brought game, such as birds, lizards, and snakes, to cook and eat. Every four years, the ceremony included the sacrifice of four slaves or captives, who were dressed like the god and whose bodies were painted in white, yellow, red and green, the colors associated with the worlds directions. Images Since early times, Huehuetà ©otl-Hiuhtecuhtli was portrayed, mainly in statues, as an old man, with his legs crossed, his arms resting on his legs, and holding a lit brazier on his head or back. His face shows the signs of age, quite wrinkled and without teeth. This type of sculpture is the most widespread and recognizable image of the god and has been found in many offerings in sites such as Cuicuilco, ​Capilco, Teotihuacan, Cerro de las Mesas, and the Templo Mayor of Mexico City. However, as Xiuhtecuhtli, the god is often represented in pre-Hispanic as well as Colonial codices without these characteristics. In these cases, his body is yellow, and his face has black stripes, a red circle surrounds his mouth, and he has blue earplugs hanging from his ears. He often has arrows emerging from his headdress and holds sticks used to light fire. Sources: Limà ³n Silvia, 2001, El Dios del fuego y la regeneracià ³n del mundo, en Estudios de Cultura Nhuatl, N. 32, UNAM, Mexico, pp. 51-68.Matos Moctezuma, Eduardo, 2002, Huehuetà ©otl-Xiuhtecuhtli en el Centro de Mà ©xico, Arqueologà ­a Mexicana Vol. 10, N. 56, pp 58-63.Sahagà ºn, Bernardino de, Historia General de las Cosas de Nueva Espaà ±a, Alfredo Là ³pez Austin y Josefina Garcà ­a Quintana (eds.), Consejo Nacional para las Culturas y las Artes, Mexico 2000.

I Have No Idea What Im Doing at Work

I Have No Idea What Im Doing at Work You’ve been in your job for a little (or a long while) while, and it started out pretty well. You were accomplishing things left and right, learning the ropes. All was well. Then, maybe, there was a new process introduced, or you were given more, somewhat ambiguous responsibilities. Because you were doing so well before, you didn’t even think twice about it†¦ until it became too late to ask someone, â€Å"What am I supposed to be doing, again?† Or until things started to go wrong. By then, the panic sets in. What am I supposed to do now? I have no idea what I’m doing. Feeling like you have no idea what you’re doing, or that you’re irrevocably screwing up, is not an uncommon one. Everyone has had a moment- or a period of time- where they feel like they’re in over their heads. Anyone who claims they haven’t had that is either fibbing, or long overdue for a wakeup call. But just because everyone feels overwhelmed by tasks some times doesn’t mean you have to endure it or let things spiral out of control.Am I An Impostor?â€Å"Impostor syndrome† is the nagging feeling that although you have made it to a certain point, you’re not competent or smart enough to have made it to that point- that you stumbled into your job and your achievements accidentally. This kind of self-doubt is fairly common, especially at work. When things start to feel overwhelming, it can be natural to look for someone to blame- and who’s more accessible than yourself? That self doubt can lead to anxiety about being â€Å"found out† by others, who are every bit as competent and smooth as they appear to be.For more on impostor syndrome:  So how do you cope when these feelings set in? Let’s look at some strategies for what you can do if it’s happening to you at work.1. Understand that you’re not alone.If you’ve messed up on a project or feel like you have no idea what youâ₠¬â„¢re doing, it can feel like the spotlight is trained right on you and your comedy of errors. This will not be helped by the coworker who happens to be killing it right now- getting everything right, pulling down praise, and making it all look so easy. What you need to remember is that at one point, you were that coworker getting things right. And you will be again, too. Plus, Mr. Overachiever will have his bad days as well.Nobody has every part of their job nailed down all the time- if you do, then that might actually be a bad sign, professionally. Everyone’s too busy worrying about their own stuff to judge you. And think about it this way: as hard as you work to keep your uncertainty and feelings of failure from others, you can assume they’re doing the same.2. Don’t panic.The realization that you don’t know what you’re supposed to be doing, or how to fix that, is a scary one. Don’t let it panic you, because panic leads to chronic second- guessing yourself, which distracts you from what actually needs to be done. It can also scare you away from finding logical solutions to your situation and make things even worse.When you feel the downward confidence spiral start, it’s important to recognize that you feel helpless. Once you acknowledge that, you can try to take a step away and work out how to resolve the problem. If you let it go unchecked, you could keep piling mistakes upon mistakes (possibly endangering your job), or get so frustrated that you quit before you know whether you could have fixed things. Neither of these is a combination that leads to professional success or satisfaction. So acknowledging that overwhelming feeling is the most important step, because it can help stop the negative spiral.3. See it as a challenge, not a dealbreaker.While you’re stuck in â€Å"I have no idea what I’m doing† misery, it can be easy to forget that this is an obstacle, not the end of your career. An obstacle is something you can get around. And unless you’re a brain surgeon who finds herself in the operating room after having skipped all of the relevant classes on how to operate, no one will die because you are unsure of what you’re supposed to be doing.4. Fake it ‘til you make it.Mind you, this is not a long-term solution- if you don’t understand what’s going on and don’t do anything to resolve that, eventually someone else will catch on, fulfilling your impostor syndrome doomsday scenario. But if you’re feeling unsure of what you need to do or how to do it, or you know you’ll need more time to figure things out, it’s okay to stall a little. Negotiate a deadline. Use a vague, â€Å"I’m on it†-type confirmation. You don’t need to announce to everyone that you don’t have the first clue what you should do next; you can buy yourself some time to work out your next steps.5. Admit it:  "I don’t know.†If everyone could do everything without guidance, no one would have a manager. Part of your boss’s job is to make sure that you have everything you need to do your own job. While you may be afraid to acknowledge that you don’t know what you’re doing, thinking that your boss will lose confidence in you or worse, it’s important to see your boss as a resource.True, saying, â€Å"I have no idea what I’m doing† will not breed confidence, but you can frame it differently. Try, â€Å"I’m working on X, but I just need some clarification about the best approach. Can we talk through this?† More likely than not, your boss will appreciate your openness and your desire to work through a situation that’s challenging to you. He or she will also appreciate that you’re taking proactive steps to do things better. This isn’t a â€Å"gotcha† game; your boss is invested in you doing a good job .6. Find an ally.If you don’t feel comfortable taking your concerns to your boss or feel like it’s too late to play the â€Å"I just don’t know† card, try finding someone else who can help. Is your colleague a whiz at Excel who  can teach you some tricks to get the info you need? Ask her. Is the person working next to you familiar with how to process orders? Pick his brain. Not only is your buddy’s information likely to help you fill in any gaps, but just talking it out can be useful. You may very well know more than you think you do, and a conversation on the topic might help you make connections that you didn’t realize were there. Plus, it helps with the â€Å"hey, maybe I’m not in this alone† factor.There are some caveats here, though. You don’t want your chosen buddy to feel like they’re doing your job for you. Make sure they’re not busy with their own tasks when you want to talk. Also, don’t p ing them constantly with questions, emails, or sit-down conversations. If you are really lost, try to limit your queries to one or two big ones per day, and try to do whatever you can to follow up and track down additional information on your own.7. Ask specific questions.Try to avoid a panicky, â€Å"What do I do?† Make sure your questions are specific enough to help you get to an answer. (â€Å"Why me?† is never going to be helpful either, trust me. I’ve tried it.) You want your asks to be constructive. Make sure you’ve identified the task or the goal, and what you think are the steps to get there- or at least the next steps. It’s okay to be wrong†¦ that’s why you’re asking questions! But it’s important to have a base of what you think should be happening, if only so that you can correct those assumptions and replace them with correct information as you find it.Here are some examples of specific questions:Is this urgent? What is the timeline? What do I need to achieve as an end result?What step do I think I need to take next?These questions can help you figure out how much space you have to figure things out on your own- or if it’s urgent, whether you need to swallow your pride and get someone for emergency help. You’re likely to get better responses from people if you say, â€Å"Here’s what I believe needs to happen here- can you confirm?† as opposed to, â€Å"Tell me everything I need to do.†8. Check in with others.If you’ve gotten to the point where you feel like you have no clue what’s going on or what you’re supposed to do next, there was a miscommunication somewhere along the line. Either things weren’t communicated fully to you, or you didn’t make it clear that you didn’t understand everything that needed to happen. Either way, there’s no point in dwelling on mistakes or bad communication. All you can do is ma ke sure that moving forward, everyone’s on the same page.This might mean having brief meetings with everyone else involved in a project to make sure that you know what they’re doing, they know what you’re doing, and everyone understands The Plan. It might also just be a regular 10-minute chat with your boss (say, daily or weekly, depending on the timeline and urgency) to say, â€Å"Hey, here’s what I’ve done, here’s how I plan to handle it moving forward, am I heading in the right direction?† This regular, outside feedback can prevent you from feeling totally lost and adrift on your own.These strategies can help you get through that panic moment, breathe again, and figure out how to fill in your knowledge gaps. And once you’ve stopped feeling like an impostor and worked out your battle plan for understanding what you need to do and then accomplishing it, you’ve overcome a challenge that can become a source of pride in yo ur next job interview.However, if you find that you’re often in the position of not knowing what to do or how to do your job, it may be time to consider that you’re not in the right job. This is not to say that you definitely can’t do the job, but rather that the skills and demands are a little too far outside your comfort zone and interest level. You want your job to be challenging, sure, but if it’s all challenges and stress, is this really something you want to be doing for the next year? Five years? Ten years? Constantly feeling confused and overwhelmed might be a big sign that you should find something that fits your skills better.Your career should be about overcoming challenges, and not letting setbacks blow your confidence in your abilities. Even when things seem bleak, you’ve got the tools to work it out. You’re not an impostor, and you’ve got this!

Assignment Example | Topics and Well Written Essays - 250 words - 219

Assignment Example Consider Africa, for example. The continent is the second most populous on earth, and has the largest arable land on earth. The paradox? Africa has the worst cases of famine and starvation globally, and the lowest levels of food security on earth. From a critical perspective, it is worth noting that the above-mentioned scenario should not exist. However, it is also important to consider that a lack of initiative is the biggest obstacle to sustainable food production. In developed countries agriculture always ranks top among the priority areas of development. This is not the case in places with food insecurity, and even if it were the case there is no commitment beyond simple formulation of policies (Christou 32). Budgetary allocations are either below required levels, or misappropriation of funds and poor prioritization abound. While all these constraints remain in place, population growth is not being controlled. Developed countries had to implement population control measures at some point in order to balance food production and population growth, thereby providing a window for food production to be boosted while population growth was managed/stabilized. People like to go on about climate change and soil erosion, but it is important to know that there is nothing that cannot be managed for the sake of mankind’s advancement (Gilland 19). With will, resources, and commitment it will be possible for food production to be boosted beyond the effects of population growth, and all other challenges surmounted. In conclusion, I must say that countries with food insecurity just haven’t done enough to mitigate the situation. The possibilities are endless, but the commitment is

Reading assessment report Essay Example | Topics and Well Written Essays - 1250 words

Reading assessment report - Essay Example Since the child often had trouble in making the changeover from recitation to exposition, I felt that it was significant to take account of expository material at all levels. QRI Interpretations Word recognition and isolation on the QRI the child scored independent on the trial one of word list then reached frustration on third of the level (responding repeatedly to four terms, hesitating on seven words and sounding out three,) substituted actual words for eight out of fifteen terms when he misread. On the other four occasions, he created unreliable terms. Most of these terms followed a related letter resonance pattern. It should be taken into account that of the twelve terms that he read inaccurately, nine had been trained as view words, and two have been skilled as sound out terms. One term has not been trained yet. Expression of word recognition, during the supervision of the QRI 4reading passages, the reader was incapable to recognize terms in the passage at an instructional leve l or self-governing. Answering questions immediately after reading was poor as he answered two questions out of the seven asked and he was unable to locate "back" the answers in the passage for the questions he got wrong. This implied that he had poor comprehension of the passage. On the last levels, the child reached frustration level. While reading, the reader tried to sound out some terms, and guessed at others, using image clue for assistance. The child had been assessed with expository passages. He scored alone on the first Pre-trial of one passage for understanding. On the pre-trial two and three, the child did not gain instructional for comprehension. Although he had some requirements when it came to reading the terms, the child was still not able to keep excellent perceptive of the passage. He scored 15% below average as overall. The child was more happy than when he got the word correctly by re-reading the again in the passage. Miscue analyze Instructional level is pre-tria l two for both comprehension and decoding. The child comparative strengths are his background understanding and ability to use image clues for support. The child mostly wanted to skim over the passage without much attention, and he scored 40 % poorly in the percentage which was below average in the entire test conducted. Passages with symbols and pictures to maintain reading Re-train with consideration of background clues .help out in employing Clarify / Monitor tactic during reading" resources written at this stage should be selected for reading and content-area instruction. This assignment assumes that the instructor will initiate terms and concepts that are possible to be strange to the child. He gives the classification and significance of these concepts and provides suitable background knowledge needed for accepting the material. Apparently, when learners are at the instructional level, the trainer should not say, â€Å"study topic five, and we will have a testing coming days. †A learner’s instructional stage, once dogged, can be compared to the student’s sequential grade ranging. Is it lower to the level of equipment that is suitable for that grade

Law governing Turkey Essay Example for Free

Law governing Turkey Essay IVF (in vitro fertilization) refers to treatment for infertility, in which eggs are removed from a womans body, fertilized with sperm in a laboratory, and then returned to the womb shortly afterwards to continue developing. IVF has been greatly achieved by the Turkish Medicine community such that even individual mothers and couples from other countries hospitals in go into Turkey in order to get children through this process. The sperms donated by sperm donors undergo screening in order to check their health status and the desirable traits required by most patients (ourbodiesourselves para2). These advances in technologies are not in harmony with the culture and the law governing Turkey. The paces at which the technologies are advancing are greater than the rate at which the society is responding to such changes, especially by those in lower socioeconomic class. But again many people would prefer the idea of surrogate motherhood and oocyte donation to some new techniques that are applied in medical practice today. All over the world, Turkey included, people are still debating on the social and ethical impacts of oocyte donation and surrogacy on the society. According to (Selim, et al 34), not many studies have been carried out in Turkish society to get their views on surrogate motherhood and oocyte donation. But studies that have been conducted with an aim of investigating the ethical dilemmas faced by the Turkish people on in vitro fertilization and oocyte donation have shown that even most infertile married females would still not accept surrogate motherhood and egg donation. Most of them had preferred adoption to IVF method. They reason that, these advancements in medicine are against nature (Selim, Et al 54). Interestingly, many studies carried out in Turkey show that many people agree to oocyte donation. Analysis Ethics is the belief and principles that determine people’s behavior which in turn forms people’s culture. IVF and oocyte donation for a long time has been a topic of debate especially concerning their conflicting values to societal norms and at the same time the need to fulfill patients’ desires to have children. Normally infertile couples can make decision on what they want regarding having children but this is limited the laws that govern reproduction in Turkey. The laws have to be consistent with the socio-cultural and religious values, which in Turkey does not permit certain reproductive treatments. Ethical issues that have risen since this technology came to place include the spread of gay marriages which is against Islamic and Christian teachings and is a threat to moral being of most societies in the world (Jinemed Hospital para 4). Unfortunately, even Lesbian couples and gay men hire surrogates to give birth to their children. This is against the purpose for which the technology was developed. Another issue is the sustainability of most marriages not just in Turkey but in the whole world in general especially in USA where most divorce cases occur. Some women particularly those of high socioeconomic status prefer to stay single because after all there is oocyte donation and they can afford to pay surrogates. Some just do this because she would never want to be seen pregnant or to bear the pain of carrying the baby in her womb. These technologies have serious effects on marriages today since anybody can have a child whether in a relationship or not. Although Turkey does not experience high divorce rates as the USA, but it still poises a problem. The issue about the stability of the family has also been a major concern especially on the side of the surrogate mother comes from. The first surrogate mother in the world, Elizabeth Kane describes her ordeal as surrogate mother to be one of the worst experiences in her life since normally the society has eyes on you and your family. She says that being a surrogate psychologically and emotionally affects the mother, her husband and even their children. It even becomes difficult to think of surrendering the child to the mother due to the emotional attachment between the surrogate mother and the child. She considers being a surrogate to be prostitution (Ourbodiesourselves para 2). Conclusion IVF (in vitro fertilization) and oocyte donation had all the good intentions but its negative impacts were not seriously looked into before putting it into practice for human beings and that is the reason why coming up with a proper and all inclusive legislation has not been possible not only in Turkey but in any country in the world. Just like cloning has been a big issue and threat to humans, IVF might be different but it poses almost the same threat to human beings. Proper legislation is necessary to curb the ethical issues that have been raised by religious communities and the civil society. Again, just like abortion, legislation alone may not contribute much in reconsidering such practices. The most important is the attitude of the people towards such technologies. Works Cited Page Jinemed Hospital: Infertility treatment in Turkey. Intuition Communication Ltd, Istanbul 2010 Retrieved from http://www. treatmentabroad. com/infertility-treatment-abroad/turkey- infertility/jinemed-hospital/ Our Bodies Ourselves: The Politics of Womens Health. Health Resource Centre, Boston. 2008 Retrieved from http://www. ourbodiesourselves. org/book/companion. asp? id=31compID=67 Selim; Muharrem; Hakan; Mahir; Gulec; Adnan; Fatma; Ceren and Ozlem et al. Determination of the attitudes of Turkish infertile women towards surrogacy and oocyte donation. Professional Medical Publication, Karachi 2009

Narrative Essay -- essays research papers

Narrative Essay problems with format It was a normal Friday in March except for the fact that I got my license. So my friends and I thought about what we were going to do now that I have my license. Well, we cruised around town thinking we were hot stuff and that we were better that most kids in school since I had my license before many of my friends. We decided that we'd go off-roading since I had the huge truck. It was a hunter green 1979 Ford F-250 Custom. It had huge 33-inch tires, a loud crackling exhaust, and a unique 2-inch thick oak plank flatbed. It really was a beast. So we roared around the backroads hitting bumps and flying into fields just causing a little mischief not doing too much harm. After a week of horsing around in the truck, we became quite bored. So we decided to do something else. We sat around pondering what to do, nothing really came to mind. So my friends and I decided to go to a girl in our class's birthday party at the local recreation center. So on the way to the party we contemplated what we'd do afterward. My friend Chris brought to our attention the he just bought a brand new paintball gun. So with that in mind, we decided that we'd cruise around after the party and shoot houses with it. So we went to the party. We danced, talked with friends, flirted around with the girls, and had an all-around good time. So at the party we discussed who and where we'd go shoot the paintballs. We unanimously chose to shoot a girl's house that we really disliked. Till this day, neither of us knows why we dislike her. But anyway, Shannon Everett was her name and her house was the target. So as the party came to a close, Chris, Sise, and I sprinted to the truck excited about the attack on Shannon's house. We speeded to Chris's house so he and Sise could change and to get the Trracer, the beautiful new gun. While waiting for them, I could only feel the adrenaline pump in my body. As Sise and Chris pounced down the stairs, Cathy, Chris's mom asked why we were all dressed in black at 10 :30 at night. She asked what kind of mischief we were going to cause tonight. We just snickered and said we were going up to my house for a nice friendly game of Night Capture the Flag. Little did she know that what we were doing was nothing of the sort. So Sise and I meandered to the truck while Chris scurried off behind the house. A couple seconds later we sa... ...s wrong what I did. He then informed me that he had the State Police investigation called off. I was like, you had an investigation on us, damn. So afterwards, I hung up and called Sise and told him the story on what to do. He too agreed to call right away and apologize since I mentioned the State Police investigation. After that, I called Chris to see what was up. Turned out that our mischief and lying cost him a month of groundation, no phone privileges no paintball gun for 3 months, and no driving with me school for the rest of the year. Even though he got into a lot of trouble, I was scot free, and so was Sise. My parents didn't find out till my senior year when were shooting the word about paintball gun crimes in our area. Chris and I were there and stated that we made the precedent of the Lehighton Paintball Militia. We then explained what and when we did it. Still the troubling question of how Mrs. Everett found out was on all our minds. Turned out that my cousin Derek ove rheard us at the party talking about our little attack and decided to rat us out. Till this day, we still mention about the incident and bust on Derek for ratting us out and we know never to do this again

How far and in what ways do the opening three scenes constitute a suitably problematic opening to Measure for Measure?

Measure for Measure as a play is deeply renowned for being a' problem play†; that is to say, there are many unresolved items and unanswered questions throughout. Therefore in order to make the opening ‘suitable ‘ for a play of this calibre, the opening must also be ‘suitably problematic† in order to pique the audience's interest sufficiently to ensure that they will be just as intrigued by the rest of the play as they are by the beginning. The play's moral dilemma mainly concerns the Duke, who can be seen as manipulating others' lives without the slightest bit of regard for the consequences. It is unsure how we are meant to consider him, because even after these initial scenes enough doubt has already been raised about his motives to make the audience rather suspicious. In this play, the first three scenes contain just as many, if not more unanswered scenarios, which help to ensure that the play commences as it means to go on, and hints at the events to follow. At the start of Act 1 Scene 1, due to it being the very first scene, you would think that the play would have a clearly defined beginning, so that the audience are able to be fully aware of all the events taking place, and to a certain extent be totally omniscient of what is happening. Instead, here, it seems that nobody apart from the Duke has the inside story behind what is happening. This is most clearly proved by the beginning of the play commencing mid conversation. The Duke refers to his and Escalus' ‘commission', yet throughout the rest of the play the exact details of this are never mentioned; this means that the ordinarily all-knowing audience is unsure of what is going on. The context of why the Duke chooses Angelo is also indefinite; although Angelo almost pleads with the Duke to ‘let there be some more test made of [his] metal', the Duke simply tells him to stop evading his duties, and take over. This can be seen either as a test or as the Duke merely using Angelo to take the blame for any cruel but necessary actions. The word ‘metal' here is a clever pun, which is being used either to highlight the possibility of the word ‘mettle' being substituted for it, or to show the weighing up of the coins, of judging weighed up with kindness. It shows how deeply the Duke is aware of the double meaning of his actions, and how they therefore are being perceived by the outside world. Another puzzling issue is the reason for the Duke claiming that his departure must be ‘of so quick condition'; this is problematic enough for this issue to be recalled later in the play when the audience see the Duke pretending to be a friar so he can survey what happens, but still without giving a firm reason for having done so. This gives a further clue that he is testing Angelo, although all the same no concrete proof is ever given for this conclusion. However, even if he is testing Angelo, the question that must then be asked is why the Duke has chosen Angelo to test. Escalus is surely a much better choice, and this can be shown by the fact that the Duke chooses Escalus as the one to give him advice, or not even that just a second opinion on whether he has chosen the right person. Of course, the Duke is the one who makes the main decision, and regardless of what Escalus' opinion is, the Duke is the one who controls the entire situation. In this circumstance, his motives are deeply ambiguous, as they are indeed even in the rest of the play. It is confusing why he chooses to disguise himself as a friar, since at the time of the play being performed, Catholics were not usually trusted at all, let alone with the inner workings of someone's life. However here Catholicism is referred to throughout; whether it is because Isabella is a Catholic nun of one of the strictest orders, or because of marriage (which is another suitably problematic issue on its own), nonetheless it is a key fragment of the play's content. In Scene 2, we come across for the first time some of the examples which prove the existence of Vienna's underworld. Lucio, Pompey and the other Gentlemen are prime examples of this; however it is truly unclear as to what the audience are meant to think of them. By all means, they do use such coarse expressions as would be expected to be heard from the worst characters, such as â€Å"French crown† referring of course to syphilis. By the mentions of sexual diseases, the audience therefore presume them to be the negative characters of the play; however it is unclear as to whether all morally ambiguous behaviour should also be condemned. This issue of whether sexual promiscuity should be perceived as the worst crime, and therefore punished as such, is referred to again and again from both Angelo, the strict enforcer of this law, and Isabella, Claudio's sister, who despite her strict beliefs still wishes for the law to be more lenient in this case. Shakespeare therefore never clearly defines what the audience should think; whether they should think that sex outside of marriage is a vice and that Angelo's strict new law is doing the3 right thing, or whether they should listen to Mistress Overdone's opinion that Claudio was ‘worth five thousand' of his fellow sexual deviants. However Claudio's actions did not allow him to continue living as a free man he was now condemned to having to spend time in jail for a crime which in the eyes of some was not a crime at all. It is particularly problematic because he believed that he was officially married, and therefore it was permissible to have a child with his ‘wife'; it is only that the marriage was not completely formalised at the time that led him to be punished. If the committer of this crime had been someone else, rather than this otherwise generally upstanding citizen, this punishment of Angelo's would not have seemed so severe. In this case however, the audience finds it very difficult to judge, and this moral dilemma continues throughout the rest of the play. Isabella's opinion on her brother's problem with the law is also very puzzling. She begs and pleads with Angelo to spare her brother's life, but this can be seen as being rather sexually provocative and calculating, as if she is aware of precisely what she is doing and what effect this will have on Angelo. Later in the play Angelo ends up blaming himself for everything and Isabella succeeds in manipulating him. But here Isabella, after coming for the express purpose of seeking a pardon, and saying that she will succeed, quickly then says ‘I had a brother'. The imperfect tense there shows that in her mind, if he is not to be pardoned he is already dead. She goes from one extreme to the other; from being very open with her feelings, to reflecting Angelo, with ‘snow-broth' in her veins, a strict view on life, to even manipulative and cleverly calculating. This is rather problematic because the audience is more used to the characters' motives being clear-cut and easy to understand, unlike Isabella's complex multi-layered personality. This is a problem play, but it can be seen that the characters being unable to be understood in one step too far from just the events of the play being problematic. Measure for Measure is a Shakespearian problem play, which sharply addresses some of the issues of the law of the day when it came to the balance between justice and mercy, or the attitudes towards non-witnessed marriage. However this play takes it one step further than there simply being difficulties to overcome; most of the play's background is in fact completely unknown. Whole conversations, except for their conclusions, are omitted, characters are not clearly described, reasons for peoples' actions are unknown, and even motives are unclear. However when these three scenes are put in context with the rest of the play, it goes from being overly problematic to in fact just suitably so. The issues raised here are not created just to confuse the audience, but to provoke a well thought out mental response from them, prompted by the characters' opinions. These problems are referred to constantly throughout the play, and help to give it the conclusion that it has; not completely resolved of course, but as much as could be expected from such a problematical play.

Communication Cost Essay

In some cases, the commercial cost of data transmission may be more important the time cost. Commercial organisations often prefer to transmit data over low capacity lines which they own as opposed to using public, high capacity lines that have usage charges. The routing algorithms do not have to use just one metric to determine the optimum route; rather it is possible to choose the optimum route based on multiple metrics. In order for the optimum path to be chosen by the routers between the data source and the data destination, the routers must communicate information about the relevant metrics with other routers. This nature of this communication process is also defined by the routing algorithm and the transmission time is linked to the time required for the routers to have the necessary information about the states of the surrounding routers. The time required for all the routers to agree on the state of the network, the network topology, is known as the convergence time and when all routers are aware of the network topology, the network is said to have converged. Some of the common routing algorithm types can indeed affect the convergence of the network. Some of the different algorithms characteristics that must be chosen when designing are static or dynamic routing, single path or multi-path routing and link state or distance vector routing. Static Routing. Static routing is done by use of a static list of attributes describing the network topology at the initiation of the network. This list, called a routing table, is used by the routers to decide the optimum routes for each type of data transmission and can only be changed manually. Therefore, if anything changes in the network, such as a cable breaking or a router crashing, the viability of the network is likely to be compromised. The advantage is that there is no communication required between routers, thus the network is always converged. Dynamic Routing. In contrast to static routing, dynamic routing continually updates the routing tables according to changes that might occur in the network topology. This type of real time information processing allows the network to adjust to variations in data traffic and component reliability, but does require communication between the routers and thus there is a convergence time cost associated with this solution. Single Path vs Multi-path Routing. Single path and muli-path routing are accurate descriptive terms regarding the use of either a single line to send multiple packets of data from a given source to a given destination as opposed to using multiple paths to send all the data packets from the source to the destination. Multiple path algorithms achieve a much higher transmission rate because of a more efficient utilization of available resources. Link State vs Dynamic Routing Protocols. Link-state algorithms are dynamic routing algorithms which require routers to send routing table information to all the routers in the network, but only that information which describes its own operational state. Distance-vector algorithms, however, require each router to send the whole of its router table, but only to the neighbouring routers. Because the link-state algorithms require small amounts of information to be sent to a large number of routers and the distance vector algorithm requires large amounts of information sent to a small number of routers, the link state algorithm will converge faster. However, link state algorithms require more system resources (CPU time and memory). There is a new type of algorithm developed by CISCO which is a hybrid of the link-state algorithm and the distance vector algorithm [8].. This proprietary algorithm converges faster than the typical distance-vector algorithm but provides more information to the routers than the typical link-state algorithm. This is because the routers are allowed to actively query one another to obtain the necessary information missing from the partial tables communicated by the link-state algorithms. At the same time, this hybrid algorithm avoids communication of any superfluous information exhibited in the router communications of the full tables associated with distance-vector algorithm. Switching. The distance vector, link state or hybrid algorithms all have the same purpose, to insure that all of the routers have an updated table that gives information on all the data transmission paths to a specific destination. Each of these protocols requires that when data is transmitted from a source to a destination, the routers have the ability to ‘switch’ the address on the data transmission. When a router receives a data packet from a source with the destination address, it examines the address of the destination. If the router has a path to that destination in the routing table, then the router determines the address of the next router the data packet will ‘hop’ to and changes the physical address of packet to that of the next hop, and then transmits the packet. This process of physical address change is called ‘switching’. It will be repeated at each hop until the packet reaches the final destination. Although the physical address for the forwarding transmission of the data packet changes as the packet moves across the Internet, the final destination address remains associated with the packet and is a constant. The internet is divided up into hierarchical groups that are useful in the description of the switching process. At the bottom of this hierarchy are network devices without the capability to switch and forward packets between sub-networks, where an AS is a sub-network. These network devices are called end systems (ESs), because if a packet is transmitted there, it cannot be forwarded and has come to the end. At the top of the hierarchy are the network devices that can switch physical addresses are called intermediate systems (ISs). An IS which can only forward packets within a sub-network are referred to as intra-domain ISs while those which communicate either within or between sub-networks are called intra-domain ISs.

Herman Ebbinghaus Place in Psychological History essays

Herman Ebbinghaus Place in Psychological History essays During the late 1800's a new science was emerging in Europe. Psychology's roots can be traced back to Germany and a man by the name of William Wunt. Following Wunt other psychologists began emerging in different fields. Of these pioneers Herman Ebbinghaus was one, and his field of study was memory. He performed the first experiments in 1885 in Germany and the following is a background on the man and his Herman Ebbinghaus was born in 1850 in Germany and died there in 1909. He received his formal education at the Universities of Bonn, Halle, and Berlin (Gale, 1996). Ebbinghaus received degrees in philosophy and history from these universities (Gale, 1996). Ebbinghaus went on to teach at the Universities of Berlin, Poland, Breslaw and Halle (Gale, 1996). These experiences combined with later experiences with memory combine to give Ebbinghaus a curiosity about memory greater than most of his time. Memory can be defined as your amount of learning or your stored information. The process of storing and retreving information from the brain that is central to learning and thinking (Microsoft Encarta, [MSE], 1997). According to Myers (1998) memory is "any indication that learning has persisted over time". There are also four types of memory classified: recollection, recall, recognition, and relearning. Recollection is the reconstruction of facts based on clues that serve as reminders; recall is the active remembering of something from the past without help; recognition is the ability to identify previous stimuli as familiar; relearning is material that seems to be easier to remember than others as if it has been learned before (MSE, 1997). These four types of memory together help all people to remember anything from the states' capitals to your best friends birthday party from second grade. Some researchers say that there are specific sites dedicated to memory while others say that a...

Running Errands and Doing Chores

Running Errands and Doing Chores Running Errands and Doing Chores Running Errands and Doing Chores By Maeve Maddox An English teacher from the Philippines wants to know the difference between errands and chores. The word errand is most commonly used in the sense of a short journey taken to perform some necessary duty. Some examples of errands are: taking or fetching clothes from the cleaners; taking mail to the post office; filling the car with fuel, taking sacks of leaves to the compost center, etc. The word errand comes from Old English à ¦rende message, mission. The message was usually carried by a servant or low-ranking soldier. Errand still has the connotation of something of minor importance that can be carried out by anyone. An employee might complain of being an errand boy if all hes allowed to do is unimportant work. The expression to go on a fools errand means to set out to accomplish something that turns out to be impossible to accomplish. Similar to going on fools errand is going on a wild goose chase. A chore can be simply a necessary domestic task such as vacuuming or taking out the garbage, or it can be used in the sense of a really tiresome, time-consuming task. Here are some examples from the internet of the two meanings of chore. Chore as household responsibilities Lets face it sometimes, doing your chores can be a drag! Doing household chores does not have to be boring or a waste of time. If you dont have time to go to the gym and workout or stay at home and lift weights, you can combine muscle building with doing household chores. There are many ways to save time doing your daily chores. You can make life easier by staying ahead on things instead of procrastinating. Daily chores include laundry, dishes, sweep, vacuum and mopping. Even washing up your sinks in your kitchen and bathrooms. Chore as an onerous task That sure was a chore trying over and over to get you all the actual link. Washing my toddlers hair was a choremoving around causing shampoo and water in eyes and earswhich drove her crazy. Combined with more explosions than the bombing of Iraq with Michael Bays patented swooping camera shots, the film was a chore to watch from beginning to end. Want to improve your English in five minutes a day? Get a subscription and start receiving our writing tips and exercises daily! Keep learning! Browse the Vocabulary category, check our popular posts, or choose a related post below:How to Format a UK Business LetterDisappointed + PrepositionWhen to use "an"

Wuthering Heights Essay Example | Topics and Well Written Essays - 1500 words

Wuthering Heights - Essay Example As women began to question their social and personal roles in life as well as their increasing ability to take control of their own destinies, the question of romantic love as compared to marriage for position began to take center stage in the literature produced in that time. An example of this debate can be found in the novel Wuthering Heights, written by Emily Bronte in 1847, as it is expressed in the character of Catherine Earnshaw. In the novel, Catherine is seen as a willful, independent, half-wild girl raised without the benefit of polite society or traditional feminine influences. Despite this strong nature and independent lifestyle, however, she nevertheless finds herself wrestling with the traditional idea of marriage for position and the concept of marriage for love. During the Victorian period, women were beginning, for the first time in history, to make choices for themselves as opposed to merely following their father’s or eldest male relative’s directives as new options became available to them through the growth of the cities. While changes were slow to come to the higher social classes, change was evident in the reasons by which they selected their marriage partner. Even as far in the country as Catherine lives, there existed a struggle between the traditional idea of marriage for family positioning, the emerging concept of marriage for personal gain and the also newly emerging concept of marriage for love. This struggle is most succinctly outlined in a speech Catherine makes to her maid in chapter nine: This is nothing, cried she: I was only going to say that heaven did not seem to be my home; and I broke my heart with weeping to come back to earth; and the angels were so angry that they flung me out into the middle of the heath on the top of Wuthering Heights; where I woke sobbing for joy. That will do to explain my secret, as well as the other. Ive no more business to marry Edgar Linton than

Satire in Catch 22 Essay Example | Topics and Well Written Essays - 1000 words

Satire in Catch 22 - Essay Example Being able to view war from both within and outside the bureaucrats’ decision-making zone, Heller’s readers can assess the causes of war, not on the traditional right-or-wrong judging standard, rather on the basis of the underlying bureaucratic motivation that has remained unnoticed by the critics in the post Second World War period. One of Heller’s twisting propositions is that since the concept of right-or-wrong and the glory of war are essentially the projections of the bureaucratic polity, one should delve into the bureaucrats’ perception of the war in order to trace their idiotic manipulation of the ideology of war. Heller’s success lies in his ability to take his readers to an excursion to the bureaucrats’ decision-making zone that often is forbidden to the mass commoners. From the laughter-invoking bureaucratic whims, he gradually takes his readers to a more serious exploration of the destructive effects of these warring whims on the s oldiers as well as the mass commoners’ life. Focusing on the experiences of a bombardier, Yossarian, at the Air of Pianosa in Italy Heller goes on exhuming the offstage perversion, folly and idiocy of bureaucratic systems in modern society. Putting the right vs. wrong rhetoric of the stories on the Second World War aside, Heller questions whether the bureaucrats’ purpose behind the curtain of patriotism and honor are healthy for modern society. He attacks on the composition of the provision of Catch-22 that is manipulated by different military and government official differently. These different interpretations of the doctrine of Catch-22 by different persons are inspired by their own ends. Therefore, the Catch-22 doctrine serves the military officials as a blank check to do whatever they want to. The military officials use it to achieve their own ends, whereas it is manipulated by them as a means to suppress their subordinates. By putting the self-contradictory and ci rcular logic of Catch-22 in application, Heller has tried to lay the problems and duality of the bureaucratic reasoning and operation. The narrator of the novel describes Catch-22 in the following manner: â€Å"There was only one catch and that was Catch-22, which specified that a concern for one's safety in the face of dangers that were real and immediate was the process of a rational mind.† (Heller 78). But in the lines that immediately follow this definition, the narrator upholds the peculiarity and circularity of the provision, as he says, Orr was crazy and could be grounded. All he had to do was ask; and as soon as he did, he would no longer be crazy and would have to fly more missions. Orr would be crazy to fly more missions and sane if he didn't, but if he were sane he had to fly them. If he flew them he was crazy and didn't have to; but if he didn't want to he was sane and had to. (Heller 176) Yossarian become delighted to find that this clause can keep his friend Orr away from going to further missions. But Heller’s readers cannot but note the fact that this clause provides the military bureaucrats with enormous power to do anything without being accountable to anyone, as at some point, a military police says, â€Å"Catch-22 states that agents enforcing Catch-22 need not prove that Catch-22 actually contains whatever provision the accused violator is accused of violating.†

Public Relations Research Paper Example | Topics and Well Written Essays - 750 words

Public Relations - Research Paper Example The company was faced with the major crisis when one of its most popular products, extra-strength Tylenol capsules were used as murder weapon to kill three people in Chicago on 30 September, 1982. Another three people also dies by consuming the capsules which had traces of cyanide. The PR efforts were successful in reaffirming company’s commitment towards the welfare of the people. The case study of Johnson & Johnson involved two types of public: internal public comprising of the company’s management and workforce; and external stakeholders like shareholders, public who uses the products, distributors, media and all those who directly or indirectly are impacted by the use and misuse of the products. The timely communication to the public by the Chairman of the company assured them of their fair intention to investigate the issue and to withdraw the lot that was used in the crime. It strengthened company’s credibility amongst its stakeholders. No, at that time, the company followed the best recourse to rebuild its image. The public messages and appearance of the CEO in the media greatly helped the company to project its stand on the issue. Indeed, Burke’s appearance on the ‘investigative news program 60 Minutes’ was the best strategic exercise in PR that not only convinced the public but also changed the opinion of the media about the company’s future. The projection of its image to the public influenced the factors that have direct implications on issues and define its stand to the issues and the way it is handled by them. The company used various tools of public relation. PR briefing was used to disseminate important information regarding company’s position vis-Ã  -vis the product, extra-strength Tylenol capsules. Accepting that cyanide was used in its premises was a huge step forward in establishing its credibility and transparency of the company’s functioning in the eyes of its various

Brand Extensions In Fashion

Brand Extensions In Fashion The Indian market and the Indian consumer are evolving. India is currently on its growth path, and India, currently the worlds twelfth-largest consumer market today is expected to become the fifth-largest consumer market by 2025 (Zachariah, 2012).The Indian consumer has become aware and is moving from need based to kind of need based, thanks to the upbeat mood of the economy and populations increasing integration with globalised lifestyle and consumption patterns (Gupta,2011).The Indian consumer market, primarily dominated by the younger generation, is also becoming increasingly sophisticated and brand conscious. The Indian consumer today prefers to carry out a research and compare various brands and product features, prices etc before making a purchase decision. In most cases their evaluation and the purchase decision is based on their previous experience with a brand or a friends suggestion. These changes in the Indian market and the Indian consumer have created opportunities as we ll as challenges for the Indian and the multinational companies operating in India, and these challenges have called for innovative and pragmatic responses from the marketers (winning with the Indian consumer, 2012 )(Zainulbhai, 2009).Thus, various companies, in order, to respond to the constantly changing consumers needs and to understand what they truly value, are trying to build their brands and businesses around this new Indian consumer. To keep at pace with the evolving market and to claim success in this rapidly changing marketplace, companies are innovating with increasing speed, efficiency, and quality and launching new products to satisfy constantly changing consumer demands. New product and brand development has thus, become one of the most powerful business activities (Gupta,2011). But one of the challenges of brand management in todays over-cluttered world of information is to generate strong and positive feelings towards a specific brand and build brand equity. The new products, brands thus, easily become prone to failures because building brand equity is difficult due to many factors like the high level of advertisement costs and the increasing competition (Zachariah,2012). Therefore, in an effort to reduce new product and brand failure rates and to maximize the returns for their stakeholders, more and more companies with strong brand equity are opting for brand extensions, as they believe that innovating products within established brands that consumers trust is a powerful strategy(Gupta, 2011) 1.1.2 Brand extension, an important marketing strategy Brand extension is a marketing strategy, in which a firm marketing a product with a well developed image uses the existing brand name, in the same or a different product category. Organizations use this strategy to increase and leverage brand equity. It increases awareness of the brand name and increases profitability from offerings in more than one product category. A brands extendibility depends on how strong consumers associations are to the brands values and goals (Jonathan Ablett, 2007).Brand extension is, thus one of the, new product development strategies to introduce new products, create awareness and promote new products benefits and to create sales, since launching a new brand is risky, time consuming and also requires a big budget. But like everything else there are various advantages as well as disadvantages of brand extensions. Some of the benefits being that it makes acceptance of new product easy and also has feedback benefits for the parent brand and the organization. Whereas, on the other hand, if the brand is extended into an unrelated market or is extended too far, then it might lose its reliability, and also, the new product might generate implications that in turn might damage the image of the core brand. Therefore, poor choices for brand extension may dilute and deteriorate the core brand and damage the brand equity, and result in a diluted or severely damaged brand image. In the past, along with many successful brand extensions there have also been many failures. The failure of extension may come from difficulty of connecting with parent brand, a lack of similarity and familiarity and inconsistent messages conveyed to the consumer(Ashok Gopal,2006).In case of brand extension failures, the equity of a brand can be significantly affected, and they can also disturb and confuse the original brand image and meaning in the mind of the consumer. Thus the marketers need to pay close attention to brand extension strategy, because one small mistake can be of considerable damage to the brand equity. A number of elements related to the existing brands, in a companys portfolio need to be considered. The current equity of the brand should be transferrable to the extended product/category and it is also essential that the effect a brands current equity will have in the branding strategy is well understood. So basically while evaluating a brand extension opportunity, some fundamental questions need to be considered by the brand managers, i.e. if it makes sense strategically, for the brand and the company in terms of its product and brand portfolio ; further, if it makes sense strategically, then will the change fit in terms of brands equity ; and lastly, if the change makes sense strategically and the brand logically fits into the new market, then will it be profitable for the company. 1.1.3 Role of consumer in evaluation of brand extension Another important factor to be closely studied by the marketers when considering brand extension is consumer. In fact, consumers evaluation of brand extension plays a major role in determining success or failure of an extension, with consumer playing a moderating role in the evaluation process. It is the consumer, who has the ability to process information into useful knowledge by measuring and comparing the difference between core brand and extension product on the basis of former experience and knowledge. Consumers evaluation is a part of consumers buying behavior process, which often takes place over a period of time. The consumers buying behavior process consists of, searching for, evaluating, purchasing and using of products and services that the consumers expect will satisfy their needs. The overall goal during this decision process is to evaluate various alternatives and choose the product that satisfies them in an optimal way. Therefore the brand managers and the marketers, c onsidering brand extensions are required to study the consumer buying behavior for better understanding of the consumer. 1.1.4 Brand extensions in the world of fashion In the world of brand extensions, fashion brands have a relatively easy path from clothing to fashion accessories. It is not uncommon, for example, to see brand names that may have started their lives associated with fine clothing become equally known for handbags, footwear, jewelry and other accessories. In fashion industry, brands from the luxury segment also get into extensions, through brand diffusion, wherein they mix haute couture with lower priced range of ready to wear, at the same time there are some luxury brands refuse to go in for the same, because they feel that this would just confuse the existing customers of the brand. But a perfect example of a fashion brand, which has successfully got into various line and category extensions, is Armani. The brand has successfully extended itself by sticking to the core values of the brand i.e. by been consistent in its strategy of launching exclusive products to a high end category of customers. Similarly, many fashion brands have successfully evolved and extended themselves into various lines and categories. For instance, Ralph Lauren, a brand that began almost 40 years ago with a collection of ties has today grown into an entire world, redefining American style. The brand includes childrens wear, eyewear, underwear, jeans wear, shoes, accessories, house wares, furs, luggage, and a range of many other products, and over the years the brand has not suffered from brand image dilution due to rapid expansion and instead has only strengthened with time is because, it has been able to maintain its American Aristocrat image all along, i.e. the brand has always stood for providing quality products, creating worlds and inviting people to take part in his in dream, and has been able to maintain it across the extensions. But not all brand extensions are accepted by the consumers, like in case of levis. In the early 1980, when the brand had attempted to introduce a tailored classics line of mens suits, the extension was not well accepted by the consumers due to the lack of fit between the brands informal, rugged, outdoor image and the image the company sought from its suits. 1.2 Problem Identification Consumers play a major role in determining the success and the failure of the brand extension. Consumers evaluation of brand-extensions is in turn influenced by various factors. Most of the existing literature on the same focuses on the western countries, thus limiting the validity of the findings to our country. This study aims to fill this gap by studying consumers evaluation of brand extensions in the Indian context, for the fashion and lifestyle brands in India. 1.3 Project Objective To define the role of brand equity in shaping consumers attitude about a brand extension. To determine the various factors that influence Indian consumers evaluations of brand extensions, especially of premium fashion and lifestyle brands based in Delhi, NCR. 1.4 Research Approach Literature Review: The approach to writing this paper included literature review to understand the context of consumers decision making, brand extension (branding strategy), and consumers attitude towards brands extensions. For a good understanding of the same, various case studies of brand extensions in the west and in India were explored. Studying various success and failure stories, helped in determining how consumers evaluate brand extensions and the various steps a brand needs to adopt when considering a brand extension. Methodology: Primary and secondary research methods were used for the study. Primary research method was used to ascertain the learning and reflections from the literature review for the Indian market and consumer. It was done with the help of quantitative research by conducting structured surveys, with the help of self administered questionnaires, with close ended questions. Secondary research method was used to study the premium fashion and lifestyle brands in India already into or working towards brand extensions. 1.5 Scope The research has helped in establishing the role and importance of various factors in shaping consumers attitude about brand extension and also the significance of consumers evaluation of brand extension in making it a success or a failure. 1.6 Significance and Value Since, India has heterogeneous consumer segments, and every segment has different needs, this study will be of great help for fashion and lifestyle brands in taking insightful decisions within consumers decision making/consumers evaluation parameters regarding brand extension in India. Moreover, a lot of fashion and lifestyle brands in India are diversifying into new segments due to many reasons like in order to increase their shop productivity, to make shoppers spend more time in their shops and buy more, etc, but at the same time there is also a lot of risk involved in extending into new segment. This study will help them to understand consumers evaluation criteria, which will in turn help them create a connection with their consumers. Limitations The limitation of the study is that the research could not explore the entire Indian market due to geographical constraints. Chapter 2: Literature Review 2.1 Brand Principles of Marketing, by Philip Kotler and Gary Armstrong and the American Marketing Association (2008) defined brand as a name, term, sign / symbol or a combination of these that identifies the maker or seller of the product and differentiates them from those of the competition. Aakers (1991) widely accepted definition of a brand is to identify the goods or services of whether one seller or a group of sellers, and to differentiate those goods or services from those of competitors. Brands are thus, valuable assets and tools influencing consumer behavior which includes awareness, choice, use, satisfaction, recommendation, trust and loyalty. They reduce information search costs and risk for consumers and deliver quality, values, promises, and lifestyle enhancement (Czellar, 2010) .According to Keller (2002) the benefits of a strong brand can be categorized under 4 different categories, namely, product-related effects, price-related effects, communication-related effects and channel related effects. Product-related effects of brand include consumer product evaluations, consumer confidence, perceptions of quality, and purchase rate positively related to a brand name. If consumers are well aware of a brand, their attitude and their purchase intention toward the brand are increased. Price-related effects refer to the fact that brand leaders have higher priced positions and consumers have a lower level of price sensitivity toward those leaders. Communication-related effects refer to how the evaluation of brand advertising can be positively biased when consumers have positive feelings toward a brand which is a well known and well-liked brand and the effect of the well-known brand, which is most likely to have competitive advantage in marketing activities, is the channel-related effect. 2.2 Fashion and Branding According to Solomon and Rabolt (2004), fashion is defined as a style that is accepted by a large group of people at a given time. Generally people use the term fashion and style interchangeably. In the fashion context, consumers choose a certain fashion brand over others because they are associated with a certain style (Ferney et al.2005).The way individuals have their own distinctive personalities and styles in the manner of living, speaking as well as dressing, the brands too can be associated with a particular personality, because branding has the propensity to distinguish a brand from others by creating an individual brand personality, by using different brand elements like name, logo, symbol, and package design(Newman and Patel ,2002).Branding is important in fashion retailing as the brand can project a specific image like personality, sex, lifestyle and age, to the target consumers. Like in case of a sports brand, the attribute of sporty feeling would be formed in consumers mi nd whereas a casual fashion brand would be associated with the casual attribute (Keller 2002). The brand image allows fashion merchandise to communicate a distinct symbolic meaning, through merchandise, store atmosphere, sales associate attraction with customers, and marketing campaign, between the retailers and the consumers (Ferney et al, 2005). Newman and Patel discovered that brand image is crucial in this intensely competitive fashion retail sector. As different types of fashion consumers are matched with particular clothing styles, brand image can create a point of difference and assist consumers in selecting a suitable fashion brand. A successful fashion brand can capture the market share and maintain a positive relationship with its customers, therefore creating an appropriate fashion brand is one of the primary ways for the marketers to differentiate the products from the competitors. In brief, fashion and branding are closely related (Solomon and Rabolt 2004; Newman and Pa tel, 2002). 2.3 Brand Equity In Building Strong Brands, David Aaker defined brand equity as a set of brand assets and liabilities linked to the brand-its name and symbols-that add value to, or subtract value from, a product or service. The major asset categories are brand loyalty, brand name awareness, perceived quality and brand associations. http://www.tvonlinesurveys.com/enquete/Brand%20equity%20model%20Aaker.bmp(Aakers Brand Equity Model) The model mainly talks about how brand equity is formed of five components and how each has a role to play in the performance of the brand and indicates that how the brand equity will rise with the increase in brand loyalty, brand name awareness, and perceived quality and with stronger and positive brand associations and also with the increase in the number of brand related proprietary assets. This model can thus be used to get to grips with a brands equity and gain insight into the relation between the different brand equity components and the future performance of the brand. Apart from the five components, the model also reflects indicators or the consequences of the pursued branding policy. (Aaker, 1991) The five components and the factors having an influence on these components are: Brand loyalty: Aaker (1991) defines brand loyalty as the attachment that a customer has to a brand. Two different levels of loyalty are classified: behavioral and cognitive loyalty (Keller, 1998). Behavioral loyalty can be indicated by a number of repeated purchases (Keller, 1998) or commitment to buy the brand as a primary choice .Cognitive loyalty refers to the consumers intention to buy the brand as the first choice .Another indicator of loyalty is the customers willingness to pay higher price for a brand in comparison with another brand offering similar benefits. The extent to which people are loyal to a brand is expressed in the following factors: Reduced marketing costs, as hanging on to loyal customers is way cheaper than charming potential new customers. Trade leverage, as loyal customers represent a stable source of revenue for the distributive level. Attracting new customers, as current customers can help boost name awareness and hence bring in new customers Time to respond to competitive threats, as loyal customers that are not quick to switch brands give a company more time to respond to competitive threats. (Aaker, 1991) Brand awareness: It is a key determinant of brand equity. It is defined as an individuals ability to recall and recognize a brand. Top-of-mind and brand dominance is other levels of awareness included by Aaker (1996) in measuring awareness. Awareness can affect customers perceptions, which lead to different brand choice and even loyalty (Aaker, 1996). A brand with strong brand recall (unaided awareness) and top of mind can affect customers perceptions, which lead to different customer choice inside a product category. The extent to which a brand is known among the public ,can be measured using the following parameters: Anchor to which associations can be attached (depending on the strength of the brand name, more or fewer associations can be attached to it, which will, in turn ,eventually influence brand awareness) Familiarity and liking (consumers with a positive attitude towards a brand ,will talk about it more and spread brand awareness) Signal of substance/commitment to a brand. Brand to be considered during the purchasing process (to what extent does the brand form part of the evoked set of brands in a consumers mind) (Aaker, 1991) Perceived quality: It is defined as the customers judgment about a products overall excellence or superiority in comparison to alternatives brand and overall superiority that ultimately motivates the customer to purchase the product (Aaker and Jacobson, 1994). It is difficult for customers to make a rational judgment of the quality. They are likely using quality attributes like color, flavor, form, and appearance of the product and the availability of production information to infer quality. The extent to which a brand is considered to provide good quality products can be measured on the basis of the following criteria: The quality offered by the product / brand is a reason to buy it. Level of differentiation/position in relation to competing brands. Price, as the product becomes more complex to assess and status is at play, consumers tend to take price as a quality indicator. Availability in different sales channels, i.e. consumers have a higher quality perception of brands that are widely available. The number of brand extensions (this can tell the consumer the brand stands for a certain quality guarantee that is applicable on a wide scale) (Aaker, 1991) Brand associations: Consumer must first be aware of the brand in order to develop a set of associations. Brand association contains the meaning of the brand for consumers; it is anything linked in memory to a brand (Aaker, 1991). Brand associations are mostly grouped into a product-related attribute like brand performance and non product related attributes like brand personality and organizational associations. Customers evaluate a product not merely by whether the product can perform the functions for which it is designed for but the reasons to buy this brand over the competitors. Brand personalities include symbolic attributes (Aaker, 1996; Keller, 1993) which are the intangible features that meet consumers needs for social approval, personal expression or self-esteem. The associations triggered by a brand can be assessed on the basis of the following indicators: The extent to which a brand name is able to retrieve associations from the consumers brain, such as information from TV advertising. The extent to which association contribute to brand differentiation in relation to the competition (these can be abstract association or associations with concrete product benefits) The extent to which brand associations play a role in the buying process (the greater this extent ,the higher the total brand equity) The extent to which brand associations create positive attitude/feelings(the greater this extent, the higher the total brand equity) The number of brand extensions in the market (the greater this number, the greater the opportunity to add brand associations) (Aaker, 1991) Other proprietary assets: Some of the examples are patent and intellectual property rights, relations with trade partners, etc. (the more the proprietary rights a brand has accumulated, the greater the brands competitive edge in those fields) (Aaker, 1991) The model also provides an insight into the criteria that indicate to what degree actual value is created with both consumer and company due to pursued branding policy. However, this model does not make a clear distinction between added value brand can have for the consumer /customer and added value it can have for the brand owner/company and does not even discuss the process that goes into building strong brands, and is only useful to gain insight into the various brand equity components and the relation between them. (Wood, 2000) 2.4 Kellers Customer-based Brand equity model This model depicts the process that goes into building strong brands. It is set in the realm of brand added value, i.e. the focus of this model is on the added value a brand offers its customers/consumers. Kevin Lane Keller introduced this customer-based brand equity model, and has defined it as the differential effect that consumers brand knowledge has on their response to the marketing of that brand (Keller 1993).Differential consumer response is mainly based on consumers knowledge of the brand as well as the favorability of associations. The model is made up of various steps, which should be taken in a fixed order. The model talks about the six dimensions of brand equity, namely, brand salience, brand performance, brand imagery, consumer judgments, consumer feelings and brand resonance. According to Keller, the highest level of brand equity is realized when the top of the pyramid is attained. In his view, the resonance comes about when the consumer has a high level of awareness of and familiarity with the brand and holds some strong, favorable and unique associations in memory. (Keller, Strategic brand management, 2002) http://markhendrikse.squarespace.com/storage/post-images/july-2009/cmmemodel.jpg?__SQUARESPACE_CACHEVERSION=1247443493748 (Kellers customer based brand equity model) The six dimensions and the process that goes into building of strong brands, as identified by Keller are: Brand Salience: The first step in the development of a strong brand involves describing its identity, and revolves around the question: Who am I? .To achieve this, the brand managers need to ensure that the customers should be able to identify with the brand. A clear associative link between the brand and a specific product class/category has to be established in the mind of the consumer, this also further helps in creating a solid footing for the building of brand awareness and knowledge. Salience basically refers to how familiar consumers are with a brand and whether the brand is actively considered when consumers find themselves in purchase or consumption situations. A high level of salience means that a consumer has knowledge of both the depth and the width of a brand, (depth here refers to the ease with which a brand can be activated in the consumers brain, while width refers to the extent to which happens when the consumer is making a purchase decision.)Brand Salience is thus a precondition for moving up on the brand pyramid. (Keller, 2002) (Keller, Strategic Brand Management: a european perspective, 2008) Brand performance and brand imagery: when brand salience has been realized, the process moves on to the next steps in the development of brand meaning. The second step basically answers the question: What am I?This question is answered by using intrinsic (tangible) and extrinsic (intangible) characteristics of a brand.(Intrinsic characteristics refer to the degree to which a product/service is seen to perform by consumers, and extrinsic characteristics refers to how consumers think about a brand. In order to boost overall brand equity the focus needs to be on both brand performance and brand imagery, since they together add on to the brand associations. Raising brand performance starts by delivering a product/service that fulfills current customers needs, followed by attempts to surpass the triggered customer expectations. Brand imagery on the other hand can be increased by tailoring to consumerspshyco-social needs. Imagery refers to what people think about a brand (in terms of value and meaning) and not so much about what exactly the product does or can do (in terms of functionality).It can be raised directly by creating brand experience or indirectly through advertisement. In the end, these two dimensions together need to bring about certain brand associations that are strong, positive and unique. These dimensions also play an important role in creating brand loyalty. (Keller, 2002) Brand judgments and brand feelings: After realizing strong, positive and unique brand associations, the third step deals with the way consumers think and feel about a brand. This step basically contains the responses to the efforts from step 2(performance and imagery).the brand is evaluated and judged at this stage, formulating a certain attitude towards the brand. The two dimensions at play here are: brand judgments (rational) and brand feelings (emotional).the former denotes the opinion consumers have of a brand, and how they evaluate the brand. The opinion in this case is formed rationally and based on three criteria, quality, reliability and superiority. Brand feelings on the other hand are the emotional reactions by consumers to brands and their marketing efforts. What feelings does the brand evoke in the consumer, and in the social environment? Are these feelings intense or not, positive or negative? These feelings can very strong and can have an affect on brand observation dur ing actual use of the product. These feelings are based on various factors, namely, warmth, pleasure, tension, security, social acceptance and self respect. (Keller, 2002) Brand resonance: once when the consumer has acquired a positive idea of the brand in both a rational and an emotional sense, a solid base is created to further jump on to the last stage. This stage answers the question whether the consumer is willing to enter into a (lasting) relationship with a brand. If this stage is attained, then its considered as the brand has achieved true brand loyalty, where the consumer identifies him/herself with the values of the brand to a considerable degree and is willing to invest in a relationship. Brand resonance is an ultimate relationship between a brand and a consumer. The closeness of the bond can be measured using factors like loyalty, emotional bond, being a member of a brand community and active brand involvement. (Keller, 2002) Brand equity if used appropriately, possesses a huge potential to create advantages and benefits for the firm, the trade and the consumer. Some of the benefits of strong brand equity being, improved perceptions of product performance, greater loyalty, less vulnerability to competitive marketing actions and marketing crises, larger margins , more inelastic consumer response to price increases and more elastic consumer response to price decreases ,greater trade cooperation and support ,increased marketing communication effectiveness along with licensing opportunities and additional brand extension opportunities.(Wood ,2000 ; Feldwick, 1996) 2.5 Brand equity and brand extension Brand equity can be leveraged by building it, borrowing it, or by buying it. Building brand equity is not an easy task due to the rapid increase in the number of brands and the intense competition that is prevalent in many industries. Thus, the brands generally prefer to opt for the alternatives to building brand equity i.e. by borrowing it or buying it. (Moisescu, 2005; Tuominen, 1999) Since the study focuses on the role of brand equity in brand extensions, leveraging brand equity by borrowing it, will be discussed. Borrowing brand equity: According to Tuominen (1999), many firms borrow on the brand equity in their brand names by extending existing brand names to other products, which is referred to as brand extension. There are two types of brand extensions namely, a line and a category extension. A line extension is when a current brand name is used to enter new market segment in the existing product class, whereas, a category extension is when the current brand name is used to enter a different product class. A line extension occurs when a company introduces additional items in the same product category under the same brand name. A line extension often involves a different size, color, flavor or ingredient, a different form or a different application for the brand (Richard Elliot, 2006). Products in line extensions are technically congruent, i.e., similar in many attributes. They belong to the same product category or subclass. The vast majority of new-product activity consists of line extens ions. Excess manufacturing capacity often drives a company to introduce additional items. The company might want to meet the consumers desire for variety. The company may recognize a latent consumer want and try to capitalize on it (Moisescu, 2005). The company may want to match a competitors successful line extension. Many companies introduce line extensions primarily to command more shelf space from resellers. Line extensions involve risks. There is a chance that the brand name will lose its specific meaning. This is called the line-extension trap (Eun Young Kim, 2000) .The other risk is that many line extensions will not sell enough to cover their deve