Free Essays on Turkey

Intro of the EU? Turkey Brief country overview â€Å"The lands of Turkey are located at a point where the three continents, making up the old world, Asia, Africa and Europe are closest to each other, and straddle the point where Europe and Asia meet† (turkishembassy.org/countryprofile/index.htm). With a population of 68,109,469(July 2003) growing at a rate of 1.16% Turkey has two main ethnic groups; Turkish 80% and Kurdish 20% who are mostly Sunni Muslims covering a population of 99,8% with the other 0.2% being mostly Christians or Jews. Turkey gained its independence as a national state from the Ottoman Empire on 29 October 1923 and adopted a constitution only on 7 November 1982. The Gross Domestic Product for the year 2002 was $489.7 billion which is growing at a rate of 7.8%. The per capita GDP of Turkey is $7,300 (2002 est.). The inflation rate and unemployment rates remain high at 45.2% (2002 est.) and 10.8% (2002 est.) respectively. Turkey’s annual budget comprises of an exceeding expenditure over revenue; re venues at $42.4 billion and expenditure mount to $69.1 billion (2001). The industrial production growth rate is 8.5% for 2002. Turkey’s exports and imports for the year 2002 sum up to $35.1 billion f.o.b. and $50.8 billion c.i.f. Turkey is a current member of a large number of international organizations such as, AsDB, Australia Group, BIS, BSEC, CE, CERN (observer), EAPC, EBRD, ECE, ECO, ESCAP, EU (applicant), FAO, IAEA, IBRD, ICAO, ICC, ICFTU, ICRM, IDA, IDB, IEA, IFAD, IFC, IFRCS, IHO, ILO, IMF, IMO, Interpol, IOC, IOM (observer), ISO, ITU, MONUC, NATO, NEA, NSG, OAS (observer), OECD, OIC, OPCW, OSCE, PCA, UN, UNCTAD, UNESCO, UNHCR, UNIDO, UNIKOM, UNMIBH, UNMIK, UNMISET, UNOMIG, UNRWA, UPU, WCO, WEU (associate), WFTU, WHO, WIPO, WMO, WToO, WTrO, ZC. (politinfo.com/infodesk/countryfacts/tu.html © Copyright 2001-2004 PolitInfo.com. InfoDesk Contributors and Copyright Information). The relatio... Free Essays on Turkey Free Essays on Turkey Intro of the EU? Turkey Brief country overview â€Å"The lands of Turkey are located at a point where the three continents, making up the old world, Asia, Africa and Europe are closest to each other, and straddle the point where Europe and Asia meet† (turkishembassy.org/countryprofile/index.htm). With a population of 68,109,469(July 2003) growing at a rate of 1.16% Turkey has two main ethnic groups; Turkish 80% and Kurdish 20% who are mostly Sunni Muslims covering a population of 99,8% with the other 0.2% being mostly Christians or Jews. Turkey gained its independence as a national state from the Ottoman Empire on 29 October 1923 and adopted a constitution only on 7 November 1982. The Gross Domestic Product for the year 2002 was $489.7 billion which is growing at a rate of 7.8%. The per capita GDP of Turkey is $7,300 (2002 est.). The inflation rate and unemployment rates remain high at 45.2% (2002 est.) and 10.8% (2002 est.) respectively. Turkey’s annual budget comprises of an exceeding expenditure over revenue; re venues at $42.4 billion and expenditure mount to $69.1 billion (2001). The industrial production growth rate is 8.5% for 2002. Turkey’s exports and imports for the year 2002 sum up to $35.1 billion f.o.b. and $50.8 billion c.i.f. Turkey is a current member of a large number of international organizations such as, AsDB, Australia Group, BIS, BSEC, CE, CERN (observer), EAPC, EBRD, ECE, ECO, ESCAP, EU (applicant), FAO, IAEA, IBRD, ICAO, ICC, ICFTU, ICRM, IDA, IDB, IEA, IFAD, IFC, IFRCS, IHO, ILO, IMF, IMO, Interpol, IOC, IOM (observer), ISO, ITU, MONUC, NATO, NEA, NSG, OAS (observer), OECD, OIC, OPCW, OSCE, PCA, UN, UNCTAD, UNESCO, UNHCR, UNIDO, UNIKOM, UNMIBH, UNMIK, UNMISET, UNOMIG, UNRWA, UPU, WCO, WEU (associate), WFTU, WHO, WIPO, WMO, WToO, WTrO, ZC. (politinfo.com/infodesk/countryfacts/tu.html © Copyright 2001-2004 PolitInfo.com. InfoDesk Contributors and Copyright Information). The relatio...

Sweeney Todd Essay Example | Topics and Well Written Essays - 500 words

Sweeney Todd - Essay Example The first and the second scenes have a musical effect that gives more information on the life of Sweeny and how the activities that happen around him have shaped his life. Music is used to build emotions and create an interaction between the audience and the characters (Wheeler). In the first scene, the music played in the background; â€Å"No Place like London† depicts London as an amazing place, and makes the audience keen to learn more about the city. The events that take place show the transition from one city to the other. Sweeny Todd and his companion Anthony are coming back to London after being away for such a time. Anthony is genuinely happy but Todd does not seem enthusiastic. The music played describes London and sets the mood of the play. Wooten in his book ‘The Music Lesson’ suggests that there is a connection between music and the audience (30). Music helps to create the overall mood of the play and bring a connection with the audience. This relation is important in capturing the attention of the audience. The next scene features Anthony, a character in the play, walking down the lane. He is captivated by the exquisite blonde woman singing through the window. She is singing to the caged birds and wonders why they are caged and yet they sing so happily. The song ‘Green Finch and Linnet Bird’ attracts Anthony and he develops interest in the woman and wants to rescue her. According to the book ‘This is your Brain on Music’, the author, Daniel Levitin opines that there is a strong psychological relationship between music and the people who relate to it (40). In this case, the music sang by Todd’s daughter captivated the young gentleman and he made plans to woo her. Music speaks to the heart and affects the way people think and reason. The scenes use music to depict the effect that it has in the play. Music is a powerful tool in literature. It helps to create moods, themes, attitudes and emotions. A combination of the

Havoc Mouldings Essay Example | Topics and Well Written Essays - 2000 words

Havoc Mouldings - Essay Example There will be some human resource and ethical issues but they can be dealt competently by taking necessary steps for mitigating their risks. Introduction of Havoc Mouldings Ltd. Havoc Mouldings Ltd. has been present in the market since 1977 and it has been mainly offering its services to the UK aerospace, marine, motor and chemical process industries. The product range of the company comprises of kayaks, hulls and decks for yachts, data buoys, mooring buoys, process cylinders, kit car bodies, after market body kits and radar domes; all of these products are manufactured by hand so that the customers are provided the best quality. Recently, the company has been approached by Boeing from USA for setting up and manufacturing of various precision parts required for smart bombs along with an innovative and latest cruise missile. There are certain challenges which the organisation has to deal with such as strict rules and regulations regarding usage of hazardous materials, installation of equipment for ventilation and investment in vacuum moulding process for fulfilling the requirements of Boeing. ... The main aim of these developments in IT is to provide the companies ample opportunities for enhancing their production levels and respond quickly to the customer’s demands (Agrawal, Subramania & Kapoor, 2010, p.201; Caldas & David, 2005, p.4). Considering the scenario of Havoc Mouldings, it will have to implement the new methods of operations management. According to Wamba and Bendavid (2008), the manufacturing processes have evolved from lean processes to agile ones that have the ability of anticipating the changes in customer’s requirements (p.3) and they are so flexible that they can quickly incorporate the modifications in the final output (Inman et al., 2011, p.346). An organisation has to utilise various technology theories that have been developed by the researchers in the field of IT so that it can ensure that it has the latest production process and IT system installed within the firm (Smith, McKeen & Singh, 2007, p.52). The best technology theory that is comp atible with the current business environment is Technology Adaptation Theory. According to Bardhan, Whitaker and Mithas (2006), this theory states that the technology is the main driver for altering the working environment of the organisation so that it creates innovative conditions and routines along with some problems; the issues associated with new technology have to be realized and technology has to be modified for resolving them (p.23). Hence, technological changes are part of a continuous cycle of adjustment to the new working conditions. As we all know that everything in this world has both positive aspects as well as negative aspects. The positive aspect needs to be considered

Consider the Plan of Ayala in light of the Declaration of the Rights Essay

Consider the Plan of Ayala in light of the Declaration of the Rights of Man - Essay Example This is because â€Å"one’s right ends when another’s right begins†. Aside from that, the Declaration of the Rights of Man was perpetrated to curb the abuse of power of the legislative and executive powers of those that are in position which was one of the strongest causes of chaos and disillusionment among societies. The declaration is supposed to provide utmost transparency of the government’s responsibility to its people which indeed gave way to the close scrutiny of those in power’s action at any moment by all political institutions, thus, preventing contestations of principles and exercising power that only appeals to a chosen few. Some of the provisions of the Declaration of the Rights of Man would be gender equality, liberty without encroaching on the rights of others, right to property, security, resistance to oppression, sovereignty of the nation, laws based on the general will and etc. (Declaration of the Rights of Man, 1789). There are a lot of considerations of the Plan de Ayala in the light of the Declaration of the Rights of Man. First of all, Plan de Ayala was a movement that was surged because of the desire and need to end the tyranny and be able to redeem Mexico and its people from dictatorships. What was happening at this time was that the Mexican people who were led by Don Francisco I. Madero are now taking the law in their hands as the government or any political institution which is supposed to make sure the rights of man is served is already controlled by a single party which is headed by Madero. Aside from that, what rightly belongs to the people are not being served and moral laws are being crossed. To provide concise examples of Madero’s abuse, he clearly went against his commitment to push for revolution which he gloriously initiated to prosper the land. This is because of the fact that he gave in to corruption that defeats the purpose of the National Sovereignty and keeps it out of the equatio n; the numerous jailing and killings of revolutionary elements who helped him bag his presidency so all the power would be centered to him alone; the brute force done towards people who question or demand from him the fulfillment of the promises of the revolution, these people whom he called rebels to cover up to his brutality; and forcing more people into an alliance with him to form a new dictatorship where only their specific interests and rights are served (Womack, J., 1969). Thus, because of all the corruption of not only the people but also of the government and the other political institutions, the people of Mexico took initiative to solve anarchy and tyranny by seeking help from the remaining pro-Revolution chief justices to lead the movement. Aside from overthrowing Madero and Porfiro Diaz, an ally, they seek to regain what is rightful to each Mexican such as giving back the fields, timber, and water usurped by the landlords from citizens who actually have the titles to the se corresponding properties. However for the landlords who do not have documents to support their claim of property, the goods will still be confiscated from the corrupt leaders and will be nationalized - to be given to the victims of war, pensions for widows and orphans etc. (Womack, J., 1969). This course of act, overthrowing their leader is a right they can demand for as it is

Setting up a business - new business case study questions Essay Example for Free

Setting up a business new business case study questions Essay AO1: Knowledge AO2: Application and analysis: developing your explanation and using examples relevant to Josefs business. Explain two ways in which a bank can help a new business such as Josefs (4 marks) The first way in which a bank can help Josef is by giving him a loan of à ¯Ã‚ ¿Ã‚ ½10,000 to help him to set up his business, there are many start up costs ie: equipment and computers that he will need to cover and it is important that he has enough money. Another way they can help is by offering advice; the bank can appoint a small business advisor as Josef is a young, inexperienced small business owner, they can help him with financial issues, keeping records and taxes. Would completing a business plan make sure that Josefs business was successful? Give reason for your answer. (9 marks) AO1: Kn. 1 mark AO2: App 2 marks (explain and developing your point, with examples relevant to Josefs business AO3 / AO4: Evaluation: Justify (give reasons) your ideas. Drawing up a business plan would certainly help Josefs business but it does not guarantee its success. It is important for Josef to put together a plan as it helps him realise everything that needs to be done, for example, all the different market research and promotions. He will also put together forecasts for cash flow and budgets and this will help him foresee any problems so therefore he can organise an overdraft for that time. The business plan will certainly help him obtain a loan which will allow him to invest the money into developing his service and keeping ahead of the competition this will help him be successful. On the other hand the business plan may not be accurate and could lead to bad decision making. The banks may not have faith in his business idea and may not lend him money, therefore not having cash in his business to cover all his start up costs. More importantly he may not run the business very well and this will lead to many problems further down the line. I think a business plan is very important to guide an entrepreneur but it must also be flexible and reviewed over time. Explain two reasons why someone might choose to buy a franchise from The Greenhouse (5 marks) AO1: Kn: state reasons AO2: Ap An give the benefits and provide a detailed explanation using examples from the case study As stated in the case study the Greenhouse restaurants are known for their quality food and quality service, the business is already a success and an entrepreneur maybe interested because they know the business will do well because of its excellent reputation, it is seen as less of a risk. Another benefit of owning the Greenhouse franchise is that an entrepreneur will receive training from the franchiser, much of the hard work is done in terms of marketing and design of the restaurants and menus etc this will save an entrepreneur a lot of cost and therefore allowing them to enjoy higher profit margins. Phil and Sandra are thinking of offering higher wages than those paid in other restaurants. Do you think that this is the best way to motivate staff? Give reasons for your answer. (9 marks) AO1: Kn. 1 mark AO2: App 2 marks (explain and developing your point, with examples relevant to the business) AO3 / AO4: Evaluation: 6 marks Justify (give reasons) your ideas. There are many ways in which Phil and Sandra can try to motivate their workforce to work harder. Offering higher wages is just one way and in many cases can be appropriate. Money is the main motivate for many people, especially those employed in the low wage catering industry and if wages increase your workers are less likely to leave and more likely to feel happier in the work place and work more productively. Some people view wages as an indication of their worth however many other people and theorists believe that other things are just as important, such as free health insurance, being recognised for hard work through rewards such as employee of the month and also given trust and extra responsibility. All of these are important in building confidence of your workforce and therefore an effective workforce. Although money is a motivator for some it could increase the costs of Phils and Sandras business and they maybe better off choosing other non-monetary methods to ensure they make as much profit as they can. Explain why batch production might be a better way for Connie to make cakes (5 marks) AO1: Kn: state reasons AO2: Ap An give the benefits and provide a detailed explanation using examples from the case study Connie makes different types of cakes, birthday, weddings and other occasions, if she bakes them in batches than it will be more efficient as it can save on costs ie: cooking fuel. It will also save a lot of time as baking one individual cake at a time would take much longer than if they were baked in batches. Being more efficient will save money and help connie make more profit.

The Importance Of Branding

The Importance Of Branding 1. INTRODUCTION: Now a day, the companies have recognized the importance of branding as an important key to success. This assignment is aims to analyse the importance of branding and its role in ensuring success in business. The scope of assignment covers the introduction to the brand, need of branding, key concepts in branding, importance of branding, brand architecture and role of branding for creating value. The exploratory studies include the both business to business (B2B) and business to consumer (B2C) markets. The research is based upon secondary data, collected from secondary sources such as journal articles, scholarly reviews, books and websites. In the end, a conclusion has been presented, based upon the research findings along with recommendations. 2. BRANDING: The American Marketing Association (AMA) defines the brand as, a design, name, symbol, term, logo or symbol or combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors. The branding is, endowing products and services with the power of a brand (Kotler and Keller, 2009, p241). The Malhotra (2012) defines the branding as, process of utilizing marketing strategies to enhance their products or services image so that it is more readily recollected by the customer. A product or service is called brand only when its dimensions differentiate from others, but satisfy the same need. The point of difference can be related to products performance (functional, tangible and rational) or related to the image/abstract of brand (intangible, emotional or symbolic). The success of branding strategy of a company is mainly dependent on its brand planning, consists of branding models. The Keller (2009, p2) presents two important models for building brand. (a) Brand Positioning Model: The focus of the brand positioning model is to establish the competitive advantage in the minds of customers. Its all about positioning brand better than others. The competitive positioning can be developed through four steps. Competitive Framework of Reference: identify the competitors and the nature of competition in the market. Creating Point of Difference (POD): identify the attributes and features, different from competitors products. Creating Point of Parity (POP): Identify the attributes and features, similar to the competitors products. Creating Brand Mantra: A core promise or brand essence, three to five word phrases, presents the spirit of the brand. Like Nokia Connecting People, TESCO, every little help, Sony Ericson Finger Talk, McDonald I M loving it (Gangal, 2011); (TESCO-Strategy, 2012). (b) Brand Resonance Model: The brand resonance model focuses creating intense and loyal relationships with customers. The key components of this model are following (Appendix 1) (Keller, 2009); these four steps are also guided by brand pyramid (six building blocks) consist of brand salience, brand meaning, brand response, brand judgement, brand feeling and brand resonance, which help in connoting the sequence. Brand identity: Describe who are you? Through brand awareness. Brand Meaning: Describe what are you? Through defining POP POD. Brand Response: Describe what about you? Through positive actions. Brand Relationships: Describe what about you and me? Through loyalty. 1.1 Need of Branding: The marketers engage in creating brand and promoting brands due to many reasons, because they understand the significance of branding into their business. The different authors / researchers presents the different reasons (motives), behind making their brands. The Kotler and Keller (2009, p241) and CMS (2011) indicates towards differentiating motive as a major reason of branding. The marketers are engaged in branding, because they want to make their products different than other branded and non-branded products, so that the consumer can easily identify their brand, otherwise, without branding, the consumer cannot identify the products of a particular seller (brand). The Malhotra (2012) presents the reason behind branding is to enhance the image of a product that can be recalled by customers. When consumers are having high image of product in their minds, they can easily recognize the brand among other brands. A chocolate lover can easily recognize KitKat Chocolate as it is his favourite chocolate brand and he is having high image in its mind, so he would be only KitKat chocolate among other chocolate brands. The ultimate impact of high brand image results in higher sales and higher customer loyalty. The Foster (2011); Hankinson (2012, p974) states that the branding plays vital role in the success of business. When a company does create brands of its products and services, it enjoys many benefits such as, (a) branding differentiates the companys products from other products. (b) branding provides the company with communication ways in order to communicate the messages, principles, values and characteristics of products to customers. (c) Branding builds the report of company in the market, as new products with good quality and reasonable quality are best known in the market. (d) Branding is an effective way of developing the loyalty of customers. (e) Once the brand is established, the companies also feel ease to launch a new brand or product under its established brands. (f) Strong brands also help the company in difficult times or at the time of crises. (g) branding helps the companys in winning the purchase decisions of customers. (h) branding increases the branding recall among customer and ends up with strong customer loyalty. 1.2 Key Concepts of Branding: The key concepts of branding are the pillars, which help the companies to promote their brands towards their target customers. (a) Brand Positioning: Branding positioning is all about placing an image of the brand in the minds of customers. The Keller (2009, p6) describes the positioning as, act of designing the companys offering and image to occupy a distinctive place in the minds of the target market. (c) Brand Attributes: The brand attributes are bundle of features and characteristics which highlights personality aspects of brand (Managementstudyguide.com, 2009). The brand attributes are developed through actions, images and advertising. (c) Brand Elements: The brand elements are components, which creates the identity of brands such as name, slogan, colour, characters, symbol, sound, jingle, shape, graphic, tastes and movements etc. (Kerr, 2012). For example, the symbol of Honda (H), slogan of TESCO every little helps, character of KFC KFC + old man, the yellow colour of McDonalds (M) and jingle of Nokia (Tune) etc. are the examples of brand elements, which creates the brand. (d) Brand Personality: The personality of brand is, sum total of characteristics of the organization or its culture, which reflects the organizations philosophy and mission (brandXpress.net, 2008). (e) Unique Selling Propositions (USP): The effectiveness of branding strategy can be enhanced through better identification and highlighting the USPs. The USPs are the key characteristics and factors, which presents that the companys product is better than competitors products (Kerr, 2012). (f) Brand Image: The brand image is basically customers set of beliefs about a specific brand (Managementstudyguide.com, 2009). The image of a brand is built up with the core association about brand in the mind of customers. (g) Emotional Branding: The emotional branding is consumers attachment to a specific, relevant and strong emotion (bonding), love or companionship to the brand (Rossiter and Bellman, 2012, p291). The focus of companies is to gain the emotional attachment of people, because when people are emotionally attached to a brand, it creates attitudinal loyalty that is beyond of behavioural loyalty. The emotional branding is effective for those products, which seeks the high involvement of people and positively motivated. The traditional advertising (based upon USPs) is also much effective for creating emotional attachment, but the impact of customers positive experience of products is effective in highly competitive dynamic environment. (h) Internal Branding: Due to the paradigm shift from product to services, a need of internal branding has been increased rapidly. There people actually deliver the services to final customers, so their role is vital in service delivery. They can deliver the service only when they truly understand the brand identity, commitments, values and elements, which can be communicated to internal employees through internal branding (Patla and Pandit, 2012, p115). The effectiveness of internal branding can be measured through employee complaints and feedbacks. Further, employees emotional attachment and lesser communication gap also enhance the efficiency of internal branding (Franà §ois-Gagne, 2012). 1.3 Importance of Branding: The most distinctive capability of marketing managers is to create, maintain, enhance and protect the brands, because they know the importance of branding for their business. It is said that the great brands, such as Nike, Sony, Mercedes etc. are not accidently become great, but they are the result of planned and thoughtful branding strategies (Keller, 2009). The important aspect of branding is that it enables the companies to launch their own brands and also protect their brand through registering copyrights (Kotler and Keller, 2009, p242). The high street clothing brands such as Next, Nike, Levis and Wallis etc. are running their own branded products through registering their own brands, which not only differentiate them from market competitors but also protect their brands from the copy. The big retailers such as TESCO, Sainsburys, Morrisons and Primark etc. have also launched their private label brands, which helped the companies establish their own brands in competition and thei r brands and trade market are registered, so its protection for them due to branding. According to CMS (2011), branding also supports the advertising strategy of a company, because when people are quite familiar with the brand name, colour, logo, symbol or any other brand element, then people, when they see advertised, feels their emotional attachment and feelings for the brand. In addition, if the people are having a good branding experience, then a high level of attachment will be formed and it will take the customers towards buying decisions and remain loyal. The key aspect of a brand is that, an effective branding strategy does not work for a sole brand but also works for the entire companys brand. The Kerr (2012) states that an effective branding increases the sales, but the impact of effective branding is not limited to the one brand or service, but all other brands receive the impact, associated with a particular brand. An effective branding of Apply iPhone 4 is not only promotes the brand equity of Apple and promotion of iPhone 4, but also promotes the other iPhone models and products of Apple. The Ashton and Pressey (2011, p1027) claim the branding reduces the competition. This concept is similar to the differentiation strategy, opposite of cost leadership strategy. A company that is facing high competition from its competitor can avoid the competition through differentiating its products from others with the help of branding. There are many examples about avoiding competition from branding. The Mercedes is a brand of automobiles, but it positioned itself as premium and luxury brand, bring out itself out from competition of regular car brands. TESCO belongs to the retail industry, but it positioned itself as wholesaler or cheaper product brand. Redbull belongs to the beverage industry, but it positioned itself as energy drink and separated itself from other beverage brands. This is how branding differentiates the products from the competition. The red action and blue ocean strategy also help the companies to avoid from competition (Appendix 2) (Kim and Mauborgne, 2010). The key responsibility of brands is to create value for their stakeholders. According to Kotler and Keller (2009, p242), the branding works for both consumers and companies. For consumers, brandings help them in identifying their favourite brands, because when brands are identical, consumer can easily recognize them. It also helps the consumers to identify the brands, based upon the experience, which brands satisfy their needs and which dont. Consumers are also saving from risks of buying such products, which are not giving them the true value of money. In the modern world, in which consumers are time starved, complicated and more rushed, so branding makes their lives easy with decision making and reducing risk. From the perspective of the firm, the key form of the value of a company is monetary benefits that means branding increases the returns on investment for their companys stakeholders through increasing sales. Further, brands also provide other benefits to companies. Branding simplifies the product tracing, product handling, maintaining accounting records, organizing inventory, legal protection and predicting demand for a particular product. Nestle UK Ireland is dealing in many brands across the UK, so branding of Nestle provides the company to differentiate its products from other companys products. The in-house facilities include locating the product, handling inventory and maintaining records of products (Kotler and Keller, 2009). Apart from internal attribute characteristics, brand elements and associations the branding strategy also leverages the brand equity from secondary sources such as Things (third party endorsements, events, causes), places (channels, country of origin), People (employee, celebrities, endorsements) and other sources (company, alliances, ingredients and extensions) (Appendix 4). The brand uses the foreign brand names, language and country of origin (Coo) in order to enhance brand equity of their product (Melnyk, Klein and V-lckner, 2012, p21); (Herstein, 2012, p147). The branding creates the value for its stakeholders through increasing sales, profitability and return on investment. When a strong brand is successful in achieving loyalty (both behavioural and attitudinal), then customers make repeat purchase and also recommends its fellows and friends to buy from the particular company (called positive word of mouth and referral group impact) (Kapferer, 2008, p20). Further, the strong brand can easily charge higher from their loyal customers, so using the premium pricing strategy for strong brand is an easy and strong brand also makes the customers less elastic to price increase (Kotler and Keller, 2009, p244). In short, from a financial perspective, the strong brands can get higher returns on investments. 1.5 Role of Brand Architecture: The brand architecture represents the structure of brands in an organization. Brand architecture basically sets of all components of the brand, like brands visual requirements, operational requirements, story, promises, meaning and personality traits, under a single unified structure (Moderandi Inc, 2006). In brand architecture, the corporate brands or umbrella brands (overreaching brand, top brand) are used across the products in the company such as; Virgin Train, Virgin Cola, Virgin Mobiles and Virgin airlines etc. Brand architecture can be unitary (one company name for all brands: Virgins), hybrid (sub-brands work individually but linked with company brand: Nestle SA), and diversified (brands are marketed individually: Yams Food (Pizza Hut, KFC) Pepsi Brands) (MarketingforWAHM.com, 2012, p260). There are several benefits of advantage of brand architecture (Verma, 2009); (Kotler and Keller, 2009); (KENNEDY and McCOLL, 2012); (a) the company can easily manage the products across fa mily brands. (b) The consumers can easily recognize the brands as part of their favourite brand. (c) It develops understanding about brands, how brands are related to specific portfolio and how they are different from each others. (d) It also reflects that how sub-brands along with corporate brand support the core purpose of the overall corporate brand. (d) It helps to develop new brand elements for new products. (e) It can help to assess performance of corporate brand, family brand and sub-brands individually. The characteristics of brand architecture, simplicity, no more than two levels, flexibility and proper arrangement of brands improves the performance of brand architecture (Daye, 2009). 1.6 Branding for Business to Business (B2B) markets: The previous discussion on branding and its importance presents the role of branding for business to consumers (B2C) markets. The business to business (B2B) branding is almost same as B2C branding but there are few differences, which indicates towards using slight approach for B2B branding. (a) The corporate brand is more visible in B2B branding than product branding. (b) The B2B target market is smaller than B2C large customer population (selection of advertising strategy is important). (c) The contracts with customers are long term (so pricing and product details are important). (d) The decisions of branding in B2B are more inclined towards functional aspects. (e) B2B buyers are using rational decision making rather than emotional decision making. (f) B2B buyers focus business relationships more than individual sales. (g) B2B buyers are elastic more on price (Brown, 2009); (Miller, 2007). These differences stimulate the marketers to take different approach for branding in business to business markets. In B2B branding, the companies build their brand equity and achieve competitive advantage through their core brand values. For example, the brand value of Dell is flexibility, Sony is famous due to innovation and IBM is having brand value of quality. So, when buyers (other companies) would like to make purpose decisions, they would focus on key value of company before making buying decision (Hague, 2010). Secondly, the B2B buyers make buying decisions on the basis of product performance, product availability, product price and services (guaranty warranty), so marketers of B2B markets highlights these particular benefits of their products in advertising rather than focusing on attributes of products. Further they focus on tangible advertising materials such as indoor and outdoor material, one to one marketing, relationship marketing etc. One research findings states brands when personified as a human can be used to manage B2B customers relationship with in a B2B network (Gupta, Melew ar and Bourlaskis, 2010, p395). 1.7 Implications for Brand Managers: This section highlights the implications for brand managers, because there are some counter arguments on a few concepts of branding and suggestions for brand managers to understand these keep points in order to correct their focus and ripe the optimal benefits of branding (Malhotra, 2012) (Royston, 2006). Branding should be simple: The people can remember and recall the brands, which are simple and having positive associations. The complex brand elements and ideas are difficult to remember and recall. Brandings should be safe: The game of branding should be played safe. Especially in global brand marketing, brand managers must focus on following local culture, customs, norms and legislations that would keep the brand safe from social or legal threats. Branding should be different: The success of branding is only when it is different from competitors through using innovative strategies and methods as part of branding strategy. Its all about creating opportunities through telling the customers that you are different than competitors. A brand is not only a Logo: Although the logo and brand name is an important element of branding (CMS, 2011), but brand is not only the logo. Brand Loyalty never was telling: The success of branding strategy is not evaluated how good you are doing advertising and promotions in order to tell the people they should trust you, but this trust must be initiated by people by themselves that would reflect the true effect of branding. Positioning is presence: Now a day, actions speak louder than words. The positioning of brand is not what people feel about your brand, but what you really make them feel about your brand. 2. CONCLUSION: The findings of secondary research conclude that the branding is having significant importance for the success of business. The marketers get several advantages of branding such as, greater financial returns, greater loyalty, improved brand perception, larger margins, improved employee performance, opportunities of extensions and licensing, improved communication, less threat from competition and more elastics to price increase and less elastic to a price decrease and overall success of the business. For consumers, the branding helps the customers to select their favourite brand, make buying decisions easily and reduce the risk of buying less valued product against their money. Apart from business to consumer markets, the branding is also very helpful for business to business markets. Brand architecture is good practice of arranging the brand into sequence in accordance with their positions in architecture as corporate brand, sub-brand, line extensions etc. The use of brand architect ure is helpful for companies to manage their brands effectively. The implications for brand managers are to understand the true spirit of the brand, develop effective associations and manage the brand across the architecture in order to reap the maximum benefits of architecture.

The Roles of NREM and REM Sleep On Memory Consolidation Essay -- Resea

The Roles of NREM and REM Sleep On Memory Consolidation All mammals exhibit Rapid-Eye-Movement, or REM, sleep, and yet on certain levels this type of sleep would seem to be disadvantageous. During REM sleep, which is when most dreams occur, the brain uses much more energy than during non-REM (NREM) sleep. (1) This "waste" of energy coupled with the increased vulnerability of this state on account of the body's paralysis at this time suggests that there must be a very important reason, or reasons, for the existence of REM sleep and in extension of dreams. Determining the function of dreams, however, has proved very problematic with many arguments which directly oppose each other. Some of the primary functions of dreaming have been tied to is role in development, its production of neuro-proteins, and also to how it may allow for the "rehearsal" of neurons and neuronal pathways. The influence of dreaming on learning is one of the hottest debates. Some argue that dreams aid in learning, others that dreams aid in forgetting, and yet other s that dreams have no effect on learning or memory. That REM sleep seems to aid in development might argue that REM sleep may be connected to learning. It seems that most scientists believe that REM sleep aids in certain memory consolidations although some argue that it actually leads to "reverse learning. Before discussing the role of NREM and REM in learning, it is necessary to clarify the identity of and differences between the two. This type of sleep is marked by different stages based on different the different brainwaves exhibited. REM sleep differs from NREM in that most dreams occur during REM sleep although the two activities are not synonymous. REM is also marked by an incre... ...ource http://serendip.brynmawr.edu/bb/neuro/neuro03/web1/alippman.html 3)The REM Sleep-Memory Consolidation Hypothesis," article on Center for Sleep Research's homepage, Interesting site for sleep disorders http://www.nrip.ucla.edu/sleepresearch/science/1058full.html 4)Nature website, good for scientific articles http://www.nature.com/doifinder/10.1038/news020218/020218-20 5)MIT News website, interesting articles http://web.mit.edu/newsoffice/2002/dreams.html 6); TALK ABOUT SLEEP, Inc., basics answers about sleep http://serendip.brynmawr.edu/bb/neuro/neuro03/web2/)%20http://www.talkaboutsleep.com/basics/Sleep_Understanding_NINDS.htm 7)Harvard Undergraduate Society for Neuroscience, connected to Computer Science Program http://hcs.harvard.edu/~husn/BRAIN/vol1/sleep.html 8)UCSC Psych Website, http://psych.ucsc.edu/dreams/Articles/purpose.html