The Problem with Exotic Pets in America

Abstract Many Americans love to have exotic pets, not thinking of the consequences of ownership. Right now there is a widespread problem in America: In places such as Florida, numerous types of exotic pets are becoming an invasive species as a result of being released back into the wild. The Problem with Exotic Pets in America.Exotic pets have always been a concern to a variety of people: health care officials who treat bites from these animals, insurance companies who have to cover businesses that employ performers who have live exotic animals In their acts (such s ‘Siegfried and Ron and customs agents who Inspect cargo ships for Illegal animals Just to name a few. The problem however, has taken a turn for the worse recently as a result of several things which have occurred not Just in the past year, but also In the past decade. Exotic animals are becoming a problem In the US and a hazard to people, pets, and livestock.Some background Information will now be provided. Almost e veryone above the age of 20 remembers what happened to Roy Horn of Siegfried and Roy when Monterey, the tiger Roy was working with, bit him on the neck and dragged him away. This brought Into focus the warning about -you can take the animal out of the wild, but you can't take the wild out of the animal. † As reported by Miguel Marquee (2003) to CNN, Roy horn was critically injured as a result of the attack and audience members Initially thought It was part of the act until they heard Rosy scream behind the curtain.Some say this act alone brought an end to performers using live animals, not just exotic animals, in their acts. According to the National Invasive Species Center's website (n. D. ). , one form of exotic pet that became an invasive species is the Northern Snaked. This species of fish, originally from mainland China, was brought to the US as an Import and was sold mostly in Asian fish markets as food but also in some pet shops as an exotic pet. When it was discovered in a lake in Maryland in 2002 and in other places such as the Potomac River, it was outlawed and labeled an invasive species.This was mostly due to Its rapid reproduction rate and high level of aggressiveness. Because It had no known natural predators, It soon became the apex predator In the waters where It lived and devoured the local indigenous fish. Like the Asian Carp, Northern Skinheads continue to be a problem on the east coast, but unlike the Asian Carp, their numbers are decreasing through the efforts of the Department of Agriculture and the Department of Fish and Wildlife.For purposes to this essay, the impact the Burmese Python NAS and on southern Florida will be used to demonstrate the problem with exotic pets. On October 27, 2011, a 16 foot Burmese Python was captured by South Florida Water Management workers in the Everglades National Park. This snake was credited with being â€Å"one of the largest ever found in southern Florida† and after killing the Python wit h a hooting, a 76 pound adult deer was discovered inside (Douglas, B. 2011). Considering the size of the deer this particular snake was able to eat, one needs to ask the question of what could have happened if this snake had been captured in an inhabited rural area. Considering the size of the snake and its diet, it would no doubt seek out easy prey such as pets or even small children. Sadly, this is not the first time a large snake such as a Python was captured in the wilds of Florida and the problem is not exclusive to Just snakes.Although snakes form the predominant indigenous return being caught, Florida is also plagued with the Nile Monitor Lizard and several aggressive species of iguanas such as the spiny-tailed iguana and the green iguana (National Biological Information Infrastructure, n. D. ). In an article written by Seal and Carmela (2009), Florida instituted a program called the ‘Python Patrol,' in which members of the Park Ranger Service and several other agencies actively look for creatures such as Pythons and other invasive species.The article describes some of the duties and responsibilities of the ‘Python Patrol' and also discusses some of the problems they face and their concerns. An example of one of the things the ‘Python Patrol' looks for in the Everglades are nests and states that the everglades are a perfect habitat for the Burmese Python. They also cite in one instance how the largest cache of eggs found was 83 eggs. Another problem they cite in the article is that in the everglades, the snakes are able to grow at an accelerated rate due to the abundance of food.One thing to note about the Burmese Python is that it can reach up to 20 feet in length and weigh as much as 200 pounds when fully grown. This fact makes it an extremely dangerous predator. The one key thing that links all of the previously discussed information together is that these animals all started off as exotic pets. The problem is more prevalent in Flor ida then in other areas as most of these animals were released by their owners back into the wild rather than being given to a zoo or other appropriate agency for safekeeping and care.In 1992, according to an article written by B. Coronet (2009), Hurricane Andrew destroyed several pet shops containing numerous snakes and other exotic pets. In the aftermath of the storm, many of these snakes escaped into the countryside and have been breeding for 19 ears (an interesting side note to this article is the picture on the website where the article is located showing a Burmese Python in a struggle with an American Alligator). However, for every snake caught how many more remain unaccounted for in the wild and how large have they grown?When one considers that a Python is a stealthy ambush predator, trying to take a census of the Burmese Python population is practically impossible and rather silly: In the wild, the Python's skin coloration and pattern make it virtually invisible to the naked eye. In closing, the capture and eradication of the Burmese Python may never truly be accomplished. As man expands and encroaches upon what little wilderness remains, there are bound to be encounters and clashes with wildlife. The Burmese Python is no exception: it NAS been captured on roads in Florida towns near marshes, under brush piles in backyards, and in several homes.When one does appear in a Florida neighborhood, local authorities are notified and a specially trained crew is sent to retrieve the animal. This would appear as only a stop-gap measure at best: Currently, attempts to control the spread of the Python have met with somewhat positive results, but as previously stated, the more man encroaches on nature the more request these encounters will occur. The best we can hope for is that these encounters do not result in violence or the death off child.

The Biomedical Mode of Health

The biomedical model of health Introduction In health psychology it is seen that health is defined by different models. One such model is the biomedical model of health which revolves around the aspect of a healthy body. The model was introduced in the nineteenth century and has been used widely to diagnose diseases by the doctors. According to the model every disease or disorder is caused by a physical harm. In other words the diseases or disorders are caused by germs or genes which might be changing the internal environment of the body to cause the disease.Although it has been introduced in the nineteenth century, the roots of the model date back to the 17th century when Cartesian dualism existed. After its introduction the model replaced the previously famous Humoral paradigm in the twentieth century. The discovery of antibiotics proved to be a breakthrough in the approval of the model. However in the late twentieth century some of the sociologists again started questioning the in tegrity of the biomedical model of health as they considered the social wellbeing of an individual to be as important as the biological well being (Curtis 2002; Taylor 2008; Lovallo 2005; Havelka et al 2009).Biomedical Model of Health The biomedical model of health takes its roots from the Cartesian Dualism which is dated back to the seventeenth century in the times of Descartes. Cartesian Dualism revolved around the aspect that both mind and body are two separate entities irrespective of their functions. In a similar fashion the model considers physical causes to be the main reason for the disease. The model has replaced the previously followed Humoral Paradigm which was formed by the Greeks.According to this paradigm the diseases in a human body are caused by a certain abnormality in the four basic fluids of the body. In those times the four basic fluids of the body were believed to be blood, black bile, yellow bile and phlegm. The treatment of this paradigm also revolved around t he maintenance of these four basic fluids. One thing that the Humoral paradigm and biomedical model of health have in common is that both of them consider bodily factors to be the cause of the disease (Curtis 2002).The biomedical model of health revolves around certain factors which have to be present. The model states that for a person to be unhealthy they have to have some sort of biological abnormality. It also states that every disease has some specific cause which has to be diagnosed by the doctor in order to cure the patient. It also involves the process of treatment and states that the human body can be reversed back to the normal condition if the right treatment is served to the diseased person. It states that psychological and social processes do not take part in the disease causing process.Moreover it also assumes that mind and body are two different entities that have no such relation with each other and lastly the health of the whole society is dependent on the resources that are available to the medical society as a whole (Taylor 2008). The model is largely followed all over the world and its principles are also seen to be the most convincing these days. It is because of this model that researches are being conducted on the biochemical and genetic processes of the body to find out about the different diseases.Moreover all the doctors being trained these days are trained on the principles of this model as they have to learn about the internal environment of a human being so that they can treat them. In other words they have to understand the human body so that they can intervene in the process of disease that may be causing harm to the patient (Curtis 2002; Taylor & Field 2007). It has helped to carry out several projects have proved to be a breakthrough in treating various diseases occurring in the society. The Human Genome Project is an example of the advantages of this model.Human Genome Project was a project launched in the year 1990 by interna tional authorities to find out the sequencing of the human genome along with the identification of the chemical base pairs. Human genomes are the genes which contain information about the hereditary characteristics that an individual would possess. In human beings these are found in the form of genes located on the chromosomes. It is this human genome project which allowed the doctors to learn a lot about the structure of chromosomes, the proteins coded by the genes, and the number of genes in a human being.It has also made the surgeries safe and effective. Moreover it has also assisted in controlling the diseases occurring all over the world and this can be noticed in the statistics of morality in the different nations. The diseases which were previously considered to be untreatable can now be treated because of the knowledge acquired after the introduction of this model. As an example the cases of pneumonia and appendicitis can be considered which previously were untreatable. Pneu monia is a disease caused by the bacteria Pneumococcus and affects the lungs whereas appendicitis is the inflammation of the appendix.Pneumonia is a life threatening condition which could not be cured previously but nowadays it can be cured with the help of antibiotics. Appendicitis is also a lethal condition which can be cured with the help of surgery. (Taylor & Field 2007; Havelka et al 2009; Robbins et al 2005). Limitations of the Biomedical Model of Health The biomedical model of health has its own shortcomings and is termed as reductionist by the opponents. In other words it does not broaden its concept towards the factors other than genes and chemicals for example the factors relating to economic or social environment of the individual.This however is covered by the holistic approach which takes the whole situation in consideration before taking a step. Similarly another factor that is mentioned is the relation of the model to the physical causes of the diseases concerned. The opponents point out that not all the diseases are related to physical causes but some of them are caused by a multitude of the factors. An example of the heart disease atherosclerosis can be cited here in which the factors of genetics, diet, and lifestyle play a role (Curtis 2002).It is also criticized to be more related to the aspect of curing rather than preventing the disease. It is believed to be totally ignoring the aspects of social and psychological variants which do have a role in the progression of a disease. The treatment process is also related to these variants and again this model does not take into consideration these variants because of which some treatments do not go successful (Taylor 2008). Lastly, the model emphasizes on the body in particular irrespective of the role that mind plays in the health of an individual.This aspect of the model can be denied because the research these days show that the mind plays a great role in influencing the body. Some diseases may be caused because the person may be living in unstable economic conditions and these conditions are not taken into consideration by the model. An example can be cited here in the therapies that are recommended for people who are suffering from different diseases. For example the cognitive therapy recommended for patients suffering from cancer. Cognitive therapy is recommended in the treatment of certain cancers as individuals undergoing he treatment suffer from symptoms like pain, memory loss, lack of concentration, irrational behaviour and mood swings. Cognitive therapies can help in relieving all these symptoms as shown by different researches. (Curtis 2002; Scipio et al 2006). Conclusion The biomedical model of health has been questioned by many sociologists as it does not take the aspect of social well being in its definition. Health is a factor which is dependent on all the aspects of life as put down by the sociologists.Economic and social factors should also be considered wh en analyzing the health of an individual. These factors also determine the emotions of an individual and hence the person can be sociologically unfit. In other words it is not necessary for a healthy person to be sociologically fit in the current definition of the biomedical model of health. In the latter half of the twentieth century it was realized that the biomedical model of health can be applied to the ones who are diseased biologically but not the ones who are unfit by other means.This approach therefore led to the adaptation of a new approach known as holistic approach. It is seen that nowadays the biomedical model is adopted for curing purposes along with other factors of society when curing a disease (Curtis 2002; Taylor & Field 2007; Derick & Halligan 1970; Checkland et al 2008). References Lovallo, W. R. , & Lovallo, W. R. (2005). Stress & health: Biological and psychological interactions. Thousand Oaks, Calif: Sage Publications. Checkland, K. , Harrison, S. , McDonald, R . , Grant, S. , Campbell, S. , & Guthrie, B. (January 01, 2008).Biomedicine, holism and general medical practice: responses to the 2004 General Practitioner contract. Sociology of Health & Illness, 30, 5, 788-803. Havelka, M. , Lucanin, J. D. , & Lucanin, D. (January 01, 2009). Biopsychosocial model–the integrated approach to health and disease. Collegium Antropologicum, 33, 1, 303-10. Taylor, S. E. (2008). Health psychology. New York: McGraw-Hill Higher Education. Curtis, A. J. (2002). Health psychology. London: Routledge. Taylor, S. , & Field, D. (2007). Sociology of health and health care. Oxford: Blackwell Pub.Wade, Derick T, & Halligan, Peter W. (1970). Do biomedical models of illness make for good healthcare systems?. BMJ Publishing Group Ltd. Kumar, Vinay, Abul K. Abbas, Nelson Fausto, Stanley L. Robbins, and Ramzi S. Cotran. Robbins and Cotran Pathologic Basis of Disease. Philadelphia: Elsevier Saunders, 2005. Abernethy AP, Keefe FJ, McCrory DC, Scipio CD, Matchar DB. Behavioural therapies for the management of cancer pain: a systematic review. In: Flor H, Kalso E, Dostrovsky JO, editors. Proceedings of the 11th World Congress on Pain. Seattle: IASP Press; 2006. p. 789–98.

Intercultural Competence Worksheet Essay

1. What does â€Å"intercultural† communication mean to you? Intercultural communication to me means many things. It mainly means the way that people communicate throughout the different cultures that they derive from. Intercultural communication is basically the way that one person from a particular country would communicate with someone from America. Every culture has their own set of non-verbal gestures that could mean something completely different to an opposing culture. Verbal communication differs between different cultures and ethnic groups as well. Here is an example from Chapter One’s reading that I found to be quite interesting: â€Å"Latinos make up nearly a third of the populations of California and Texas, and they constitute at least 20 percent of the people in Arizona, Florida, Nevada, and New Mexico†. I live in Florida and found this interesting because the population of the town that I live in is well over one half populated with Latinos. We are forced to communicate and understand their cultures in order to better understand them on a personal level. Intercultural Competence: Interpersonal Communication across Cultures, Sixth Edition, by Myron W. Lustig and Jolene Koester. Published by Allyn & Bacon. Copyright  © 2010 by Pearson Education, Inc. 2. Define â€Å"intracultural† communication. How is this definition both similar and different to â€Å"intercultural† communication? According to Yahoo.com,†Intracultural communication† is often a trigger for stereotypes. First a definition of â€Å"Intracultural communication† is the type of communication that takes place between members of the same dominant  culture, but with slightly different values, as opposed to â€Å"intercultural communication† which is the communication between two distinct cultures. An example of intracultural communication triggering a stereotype would be if a person in the dominant culture, let’s say of the United States, spoke Ebonics. If a non-Ebonics speaking person hears Ebonics, a dialect of English with slang,they may assume the person is of low intelligence, and is a criminal or violent in nature. Ebonics is a language that is widely spoken among many African Americans as well as those from very southern states. For example, in my town we have what we call â€Å"Rednecks† who have their own language. I understand it but I have personally come into contact with people from up North who cannot understand a word of what that person is saying. http://voices.yahoo.com/intracultural-intercultural-causes-stereotypes-13680.html 3. What are some reasons and approaches behind mastering intercultural communication? Mastering Intercultural Communication can be master by the BASIC dimensions of Intercultural Competence. Here are the skills needed in order to master Intercultural Communication: Display of Respect- The ability to show respect and positive regard for another person Orientation to Knowledge- The terms people use to explain themselves and the world around them Empathy- The capacity to behave as though you understand the world as others do Interaction Management- Skill in regulating conversations Task Role Behavior- Behaviors that involve the initiation of ideas related to group problem solving activities Relational Role Behavior- Behaviors associated with Interpersonal Harmony and Mediation Tolerance for Ambiguity- The ability to react to new and ambiguous situations with little visible discomfort Interaction Posture- The ability to respond to others in descriptive, nonevaluative, and non-judgmental ways. These BASIC descriptions of behaviors are seen as cross cultural. What that means is that no matter the culture that a person may be in, these skills are always used in one way or another. Intercultural Competence: Interpersonal Communication across Cultures, Sixth Edition, by Myron W. Lustig and Jolene Koester. Published by Allyn & Bacon. Copyright  © 2010 by Pearson Education, Inc. Part 2: Intercultural Encounters Activity Instructions: Describe and analyze a recent intercultural encounter with someone of a different age, ethnicity, race, or religion. In at least 450 words, respond and include details to the following questions: 1. Briefly describe the person and the place. 2. How were you changed by the encounter? 3. What do you wish you had known to deal better with this intercultural encounter? A recent intercultural encounter that I was a part of was at my house in a conversation that I engaged in with my father in law. Our conversation was about his religion and how it differs from my particular faith. You see, my father in law is a very wise man in his mid-fifties. He has a lot of experience about a lot of interesting things. He was raised in the Jehovah Witness faith and talks about it every chance he gets. One evening, he was over at my house to enjoy a nice dinner with the rest of our family and something in the conversation was brought up about religion. My family and I, as well as his wife practice the Pentecostal faith. My father in law does not believe in it what so ever. As a matter of fact, he says that our faith goes against his completely. Now, while discussing the different aspects of his faith, I learned about why they choose not to participate in holidays or birthday activities. Jehovah Witnesses are seen as the people who believe that heaven is here on Earth, which is not true. When someone sees a Jehovah Witness coming to the door, what is it that they typically do? They slam the door in their faces and tell them to leave. To be honest, I was guilty of  the same exact thing until I learned more about how my father in law believes. All my life, I was taught about the Pentecostal faith; I was taught to not listen to Jehovah Witnesses because they â€Å"didn’t believe that Jesus Christ died for our sins on the cross†. Something that I learned thru this encounter to be entirely not true. Honestly, there have been so many times that I have apologized to my father in law for thinking that their faith was not holy, that they did not know our one true God. Boy was I wrong! I have been changed thru this encounter and the countless others that I have had to be more understanding of other’s religions and views of Christ Our Lord. Who really knows what the right religion is anyway? There are so many things that I wish I had known before judging people like my father in law. I did not give him a chance at all. His faith combined with mine has a lot of common characteristics; something I find to be very interesting. I ask him questions that I am curious about and he answers. I have also made friends with a very nice lady that attends his segregation and she comes to our house occasionally as well. He understands and respects my faith and doesn’t try to push his on me. I highly respect and love him for that.

Compare and Contrast the benefits of shopping online rather than Essay

Compare and Contrast the benefits of shopping online rather than shopping in a store - Essay Example Therefore, the storage cost of products are eliminated which will help the online stores in providing better deals to the customers. Better Choice: Compared to a retail store there are ample choices available online. A retail store has limitation of space for storage of products. But there is no such limitation in the case of online store. Therefore, various products will be listed in the online store among which the customers can choose the best of their choice. Product Comparison: This is one feature of an online store that cannot be provided by an actual retail store. Customized product comparisons are available to a customer through online stores. Products can be compared based on price, features, quality and many other product attributes. Product Feedback: On many online stores, the user feedbacks and ratings for a product will be available. A feedback and rating given by a customer is very much helpful for the next customer in the online store. This feature is unavailable in a retail outlet. More time for Shopping: In the case of online shopping, customers can spend more time for shopping compared to that of shopping in a retail outlet. Shopping online is least tiresome. Therefore, there are enough and more time for the customers to make the best product

Midterm study guide Essay Example | Topics and Well Written Essays - 2000 words - 1

Midterm study guide - Essay Example Mantiklos dedicated the sculpture to Apollo, the hunter, hoping for gift in return (Helen, Fred, & Christin, 2005, p. 787). What is a kouros? Kouros is a statue built to the size, sometimes larger than the actual size of the objet that it represented. Most of Kouros were made of marble except in limited occasions where they were made from other sculptor materials. Kouros had a standing frontal posture with one of the legs displaced forward in a manner of walking. The arms were close to the body, rested on the thighs. Kouros depicted strict symmetry and different parts of the anatomy constructed as simple geometric forms (Helen, Fred, & Christin, 2005, pp. 805-810). The favorite subject of Greek artists was male instead of females. Female nudity was rare in Greek art because it had either religious or erotic implications. Therefore, women as the subject of art were restricted to vase paintings of courtesans and slave girls. The portrayal of nude goddesses was considered scandalous and artists rarely sculpted woman (Helen, Fred, & Christin, 2005, p. 835). The Greek temple layout was based on an architectural design of megaron, a form of building that has been in use since the Bronze Age. The temple was organized into rectangular cellas that had protruding walls called antae. The protrusions framed a porch called pronaos at one end. The building was cordoned off by a margin, the adyton that served the purpose of admission of priests. Two or more columns supported the porch. The temple was constructed on a raised platform called stylobate. As a design rule, the external colonnade contained along the long side twice the number of columns in the short side. Columns comprised of three parts; the base, the shaft and the top (capital) (Helen, Fred, & Christin, 2005, pp. 923-925). What is the center of the temple – what were temples for? Greek temples served as homes for gods and goddesses whose role was

Business Case Study Essay Example | Topics and Well Written Essays - 2000 words

Business Case Study - Essay Example The paper discusses the history of the Airline, strengths, weaknesses, opportunities and threats (SWOT), discusses an appropriate strategy that can be adopted by the airline to achieve growth. Southwest (2009) Southwest airline was formed in 1971 by Herb Kelleher and Rollin King, their main aim was to offer freights to customers at the lowest price possible and also make sure consumers arrived at their destinations on time. The company has expanded over the years and today the airline offers services to over seventy million consumers in a year. (Southwest (2009)) In 1979 the company introduced a self service ticket booking machine, this increased convenience to consumers. However in this year the airline could only offer services to 3 states, in 1983 the airline expanded and increased its destinations to over 34 cities. After the September 11 attack the airline still recorded a profit but its revenue declined by60%, in the following year the number of destinations increased to 58 cities. In 2004 the company was ranked as the fourth largest carrier given that the number of consumers per years had increased and the company had made profits for over 30 year in a row. (Southwest (2009)) Today the airline is still one of the best performing countries and its strategy has helped the company to achieve high growth and make profits over the years, the number of destinations have increased and due ... However a major problem is that other airlines have adopted the company's strategies and this has reduced its competitive position in the airline industry. (Southwest (2009)) B. SWOT analysis: This section discusses the strengths, weaknesses, opportunities and threats of Southwest airlines: Strengths: There are a number of internal strengths of the company, these strengths include: 1. Low fare prices: The company offers low fare prices, the low fare prices results into increased ticket demand; increased usage helps the company to realize economies of scale and therefore achieves high profits. 2. Online booking: The company has an advantage in that over 50% of booking are made online, it online booking services helps promote convenience to the customers. 3. unionized workers and flexible working hours: One in four employees of the company is a union member. However the company is still able to negotiate flexible working hours despite many employees being members of a union. (Robinson (2002)) Weaknesses: The company has a number of weaknesses and they include: 1. International freights: The company only offers services to a limited number of destinations, the company offers services to58 destinations only, it offers short distance freights and does not offer international freights that would help the company increase number of freights and revenue. (Robinson (2002)) 2. Boeing 737: The company only uses one product which is Boeing 7373 and this may be considered a major drawback to the company given that its reputation could be highly affected if the safety of such aircrafts is compromised. 3. Unionized workers: A large number of the company's employees are unionized, this affects the company given that negotiation regarding wages and working hours are done by a

Summary on a research article Essay Example | Topics and Well Written Essays - 500 words

Summary on a research article - Essay Example The researchers then evaluated the selected responses using hermeneutics to find common themes and "initial inklings about the structure of the phenomena" (p.91). The study found that there was a relationship between the stress of performing the duties of a Jordanian nurse and the incidence of PTSD. The study also found that the stress was made more traumatic by the lack of professional and personal support systems. The researchers identified several common feelings that were the cause of their work-related stress. The study reported that a feeling of isolation and alienation, and empathy and helplessness were common threads that ran throughout the descriptive reports. The study established initial trustworthiness by the credentials of the researchers and the publication in the peer-reviewed journal Accident and Emergency Nursing. The study adhered to scientifically sound methods and acceptable research ethics. The study by Jonsson and Halabai (2006) had been pre-approved by the Ethical Committee at the Jordan University Hospital (p.92). According to Padgett (1998), "A trustworthy study is one that is carried out fairly and ethically and whose findings represent as closely as possible the experiences of the respondents".

Prevention of Mother-to-Child Transmission of HIV Infection Essay

Prevention of Mother-to-Child Transmission of HIV Infection - Essay Example This method of prevention involves education about HIV in the society, safe-sex practices, avoiding sharing of contaminated needles for intravenous drugs. Proper moral behavior is necessary to follow these norms (Kapoor, p.248). 3. Prevention of transmission of HIV infection from infected mothers to their babies by anti-retroviral therapy. This therapy is instituted both to the pregnant mother and also to the baby after delivery. Transmission of infection is also prevented by avoiding breast feeding (Kapoor, p.248). All pregnant women attending antenatal clinics during pregnancy should be counseled about HIV infection. They should be educated about the disease and the modes of transmission. The women should be encouraged to take up HIV test voluntarily. They should be informed about the importance and implications of the test and also the course of management if found positive. Women with high-risk behavior should be advised about window period and repetition of the test after 3-6 months if the HIV test is negative (Kapoor, p.248). Any woman who is found to be HIV positive should be taken into confidentiality and counseled appropriately. She should be motivated, be taught 'positive thinking' and informed that 'HIV is not AIDS'. She should also be warned against transmission of the disease to others and how to prevent it by following simple steps like using condoms. The option of termination or continuation of pregnancy should be left to her, but she must be advised about antiretroviral therapy for the baby if she decides to continue the pregnancy (Kapoor, p.248). Anti-Retroviral Therapy (ARV) Administration of ARV to the HIV positive pregnant mother decreases the risk of MTCT by reducing the viral load in the mother and also by preventing fixing of the virus in the baby (Kapoor, p.248). Monotherapy with zidovudine causes only suboptimal suppression. Hence it is recommended to use optimal combination of anti-retroviral drugs as is used in non-pregnant women (Chen, p.1616). The treatment currently used in the treatment of adults with HIV infection is 'highly active antiretroviral therapy' (HAART) (Chen, p.1616). It consists of a protease inhibitor or a nonnucleoside reverse-transcriptase inhibitor (NNRTI) such as efavirenz and two nucleoside reverse-transcriptase inhibitors (NRTIs). However, this treatment should be instituted only after 10-12 weeks of gestation to prevent teratogenic effects. All infants born to HIV positive mothers and having received ARV should be followed up long-term irrespective of their HIV status (Chen, p.1616). Nevirapine (NVP) for Prevention of MTCT NVP is a NNRTI. It directly binds to the HIV-1 reverse transcriptase, inhibits the synthesis of viral DNA and thus inhibits the viral replication. After a single dose of 200 mg to the mother, it crosses the placenta efficiently. Added to this advantage, it has a long half-life of 40 hours (Kapoor, p.249). In neonates and infants, the dose is 2mg/kg (Kapoor, p.249). The advantage of NVP therapy is that the administration is a simple two-dose regimen to be taken by mouth. Also, it is inexpensive, easier to maintain confidentiality, does not

Foreign policy analysis Essay Example | Topics and Well Written Essays - 1000 words

Foreign policy analysis - Essay Example According to Rational Actor Model, the government is seen as a unitary actor and policy making is done keeping in mind the cost and benefit analysis. This model assumes that policy makers are faithful and execute their role with full justice. This model is unrealistic because it is logical and asses policy on basis of cost and not on its ulterior motive and subject value. In this model, the investigation is made to understand the rational thinking of the person involved in policy making. As per (Zakiuum,2009)â€Å"The Rational Actor Model is used to understand the decisions that a nation-state or organization makes†. In Rationale Actor Model the goal and objective of a country is analyzed primarily. In Cuban missile crisis, Russian president installed nuclear missile in Cuba to defend Cuba from Unites States. The objective of then U.S. president Kennedy was to obstruct communism in the western region. Kennedy has attempted to overthrow Castro and his government many times but was unsuccessful. In this Cuban missile crisis, Kennedy wanted maximum to avoid a nuclear war which was on a brink of happening. He analyzed many options but decided blockade of Cuba as it would initiate a positive response from Russia. â€Å"On October 20, 1962, President Kennedy directs implementing a military blockade on Cuba: a full "quarantine", preventing anything or anyone from going into or leaving Cuba".†(Marxist,2000).Here the cost of the policy is not taken in to consideration but the safety of United States was in mind of Kennedy. It is not necessary that always the political leaders will act in rationale manner as human mind is egoistic. 2. Evaluate the impact of re-unification on Germany’s foreign policy. The German re-unification was a treaty signed between two German states in October 3rd 1990 in Berlin. This event has shocked the world and triggered many chain of actions. The re-unification had a tremendous impact on allies of Germany as they thought t hings were happening too fast and the international security can be at risk. America and Great Britain assumed that Germany’s unwillingness to sign NATO membership even can create more trouble. According to the (Emabssy of ,2011)â€Å"United Germany’s integration in the foreign policy context was regulated under a separate treaty signed by the two German states and the four allied powers†. The new German policy implies a considerable shift in the country’s stand towards Europe and other foreign nations. As per (Hellman,2011)â€Å"These foreign policy self-image changes are extensive and profound, and pertain not only to the self-image of a small foreign policy elite, but that of the German public in general†. Being a unified country, Germany is more confident and is trying relentlessly for a permanent seat in U.N. Security council. Germany also participated in the â€Å"P5 plus Germany† which is comprised of U.N. security members to discuss about the nuclear activities of Iran. Germany has showed its self confidence in its relation with foreign nations especially with European Union and Afghanistan. Not only European Union is t he centre of German foreign policy but its allies with U.S. regarding NATO membership is strong. Germany as a unified nation also shares a close tie with Russia. 3. Assess the impact of political change and instability on Russia’s foreign policy. The Russian foreign policy is significantly affected by the internal political factors and the action of executive leader .While U.S governors visited foreign nations to promote business, Russian governor Tatarstan formulated his own laws regarding foreign investment and attempted to build alliances with UN and other international organization without the consent from central authority. In his article(Charap,2007)states that â€Å"

Integrative Response on Festivals Essay Example for Free

Integrative Response on Festivals Essay The organization of a festival brings a positive economic impact on the community. Not only does the community as a whole benefit from the economic effect but also the individuals gain significantly from the organization of festivals. These effects are more pronounced as the beneficial effects get replicated. A festival is a usually a series of cultural events, celebrations or entertainment organized by an association, group, person or a company. Included in these are concerts, carnivals, exhibitions or even a circus. The maximum number of days usually limited to 15 days. Shorter festivals like many church festivals are less than 3 days. From another standpoint, festival is a period of time that is set aside for feasting or celebration. On the other hand festivals are an organized series of acts and performances, say we have a film festival. Usually festivals have the involvement of the local community and are focused on a theme. It may be an annual event like the annual camping event that is held near Sydney every Easter. Usually, these events attract a number of visitors to the venue; this can range from mere 150 to 5,000. There are some unusual festivals also like the Luton Festival of Transport that attracts 1100 classic cars, buses, bikes and other interesting road vehicles. The organization of festivals brings significant economic benefits to the local community. The benefits to the local community occur because of the spending that is done by the organizers themselves and the visitors to the area. From the macroeconomic perspective the GDP of the area goes up and so also the tax collection from the community. Moreover, these festivals help create jobs and bring in additional income by way of wages and salaries. There are several festivals that have operating expenditures of over $1million and have a total attendance that is more than 5 times the strength of the local community. There are different sources of funding, some have the backing of government agencies, some have the backing of non-government agencies and some are entirely sponsored by corporations. These funds help the economy. The federal government, the local government and the municipality share the increase in taxes. The increase in GDP usually provides a direct boost to restaurants, recreation and accommodation. Moreover, the persons or groups that are involved in the cultural, recreation and community events get a boost. Examples of festivals that have brought significant economic benefits to their communities are The Blue Skies Music Festival (Clarendon), Mudcat Festival (Dunnville) and Olde Sandwich Towne Festival (Windsor). Let us take the microeconomic perspective of the organization of festivals. Most of the hotels in the area often turn away potential bookings. What does this mean? This means that there is an increase in demand for hotel bookings. There is an outward shift in the demand curve. At the same rates, more hotel bookings are demanded during festival periods. Some hotels anticipating increased demand raise the room rates. In other words there is an overall increase in the revenues for the hotels. Similarly, there is an increase in the demand for local transport and other services. This increase in demand is not just limited to those industries that are directly related to the festivals. When the performers, organizers or journalists experience increased income, then in accordance to their marginal propensity to consume their consumption also increases. This creates the multiplier effect of new expenditure and income (Raj. R, 2003). To sum, festivals invigorate the economy of the community. They benefit businesses, government and individuals. Festivals bring in a flow of funds and this removes the ennui of the local economy. Reference: Raj. R, 2003, Impact of Festivals on Cultural Tourism, retrieved on: January 13, 2007, from: www. nottingham. ac. uk/ttri/pdf/conference/raj%20razaq. pdf

Importance of Brands and Branding

Importance of Brands and Branding Abstract Repetitive failures cost companies millions of dollars in redesign costs, liabilities, and transaction costs. However, by far the most serious cost of these failures is the lost business that results from customer defection. For service companies, the task of providing error-free services is even more challenging because their intangible nature renders subjective perceptions of quality. Equally troublesome is the uncontrollable element of customer participation in the service process because production and consumption occur as a simultaneous process. Despite these challenges however, service quality and customer satisfaction are closely related constructs. When service providers continuously strive to develop error-free processes, customer satisfaction is sure to follow. Chapter 1: Introduction Many marketers are rethinking their branding because competitive pressures, new channels, and changing customer needs have eroded their brands positions of strength. However, increased marketing expenditures to reposition brands often fail to produce any improvements in either overall image or market share. Experience has shown that companies should focus on achievable rather than aspirational positioning, and that three steps can help ensure success: 1. Ensure relevance to a customers frame of reference. Be fully aware of the brands â€Å"frame of reference† so that a repositioning strategy will resonate with customers. Look at a combination of customers attitudes and the situations in which the brand is used to obtain the most powerful customer insights. 2. Secure the customers â€Å"permission† for the positioning. Recognize that permission amounts to a reasonable and logical extension of the brand in the customers eyes. Leverage a brands unique emotional benefits to carry customers from their current brand perception to the intended one. 3. Deliver on the brands new promise. Identify the pathway of performance â€Å"signals† that will convince customers of the new brand positioning. Develop product/service programs to ensure consistent performance on these signals. Track and assess performance against customer signals prior to launching the new positioning. Adopt an â€Å"interim positioning† to establish brand credibility and performance. An array of factors is requiring marketers today to rethink their brand positioning. Changing customer needs are often eroding the brands established position. At the same time, increasing competitive pressures created by new entrants and product innovations, and the proliferation of new channels and promotional campaigns, are driving marketers back to the drawing board. Many CEOs and CMOs, however, find themselves displeased with the results of their repositioning efforts. Increased marketing expenditures devoted to repositioning brands in the minds of consumers often fail to produce any improvements in either overall image or market share. Why do these well-intentioned efforts turn into marketing failures? While there are many causes, companies often fail to focus on achievable brand positioning rather than branding in service sector. Too often, their efforts target an ambitious goal that outstrips the actual ability of the brand to deliver on what it has promised to customers. Or the goal is too far from customers current brand perception to be a realistic brand objective. For example: In the late 1 980s Oldsmobile wanted to revitalize its brand and gear it to a younger audience. Thus marketers at General Motors launched a creative campaign around the tagline, â€Å"Not your fathers Oldsmobile,† highlighting the cars improved styling and new features. But for many younger consumers, this was too much of a stretch for the brand. The product modifications did not go far enough to meet the needs and expectations of the new customer set they were targeting. As a result, Oldsmobile recognized the need to shift its campaign. Eventually, GM closed its Oldsmobile division. More recently, United Airlines Rising campaign attempted to position the brand as the most passenger-centric airline, with a clear understanding of customer problems and the solutions needed to fix them. The campaign had the effect of raising expectations, which were quickly deflated, however, by the brands inability to deliver against the promises made as part of its bold new positioning platform. Consequently, United was forced to change its central brand message — no longer emphasizing Rising. Many high-tech businesses have recently repositioned themselves as e-business brands. However little effort was made by these brands to clearly differentiate themselves from one another despite the millions of dollars spent on elaborate marketing programs. The net effect, according to their research, has been to sow confusion in the minds of customers, rather than to forge strong brand identities. These examples — and most marketers can cite many others — underscore the imperative to pursue a brand positioning that is eminently achievable, not just attractive. Based on our experience, three steps can help ensure that they make this distinction: 1) ensuring relevance to a customers frame of reference; 2) securing the customers â€Å"permission† for the positioning; and 3) making sure that the brand delivers on its promise. Be Relevant to the Customers Frame of Reference: When repositioning a brand, its essential for marketers to capture not just the emotional and physical needs of the customer but the dynamics of the situation in which those needs occur. We refer to this as the customers â€Å"frame of reference.† For example, while isotonic beverages like Gatorade and Powerade are thirst-quenching drinks, consumers tend to think of them in the broader context of sports, exercise, and physical activity. Importantly, the frame of reference sets the parameters for customers consideration set — the brands they will choose from. Indeed, most customers have a very specific definition of what the brand is and what it can be relative to their frame of reference. Repositioning a brand too far from this frame of reference creates customer confusion that makes a positioning unsuccessful. Attempting to brand Gatorade, for example, within a social, lighthearted context would probably be stretching the brand too far from the current sports/physical activity frame of reference. Similarly, a communications company known for data services for business customers would likely be positioning the brand too far outside of the customers frame of reference if it suddenly tried to launch a â€Å"friends-and-family† calling plan. Being fully aware of the frame of reference for a brand can help ensure that its repositioning strategy will resonate with customers. But the frame of reference is usually a combination of both customers attitudes and the situations in which the brand is used. As a result, we typically find the most powerful customer insights and segmentation come from looking at a combination of these factors In some categories, customers broader attitudes are the dominant factor. How customers think about pet-related brands, for example, can be seen in the context of how they treat their own pets — whether they view them as family members, best friends/companions, or in a less personal way. If customers view pets as family members, the optimal message for the brand will appeal to such human qualities as nurturing and pampering. This â€Å"family member† orientation or frame of reference may help support a brand extension to a full range of pet services, such as grooming and accessories. Other customer needs are not as consistent, but better understood within the context of specific situations or sub-categories. In the field of airline travel, for example, the customers frame of reference may be a function of the type of trip they are taking. The customer who is used to traveling within the U.S. in cramped coach-class conditions, for example, will have a much different set of needs and expectations than the traveler who is used to flying to international destinations with all the comforts of first-class service. As a result, in most instances the frame of reference is built upon a combination of both of the above attitudinal and situational forces. For example, while consumers may generally have a health-conscious attitude about the foods they eat, on certain â€Å"special† occasions they may allow themselves to become more indulgent, creating what we call a â€Å"need state.† A strong brand identity can also help marketers secure the desired permission from consumers. Because Victorias Secret owns or is associated with the notion of intimate moments, for example, it would be easier for that brand to get permission to introduce a new line of lingerie or perfume with a sensual connotation than it would be to launch a line of jeans or handbags. In repositioning, marketers must embrace the idea that they are brand â€Å"stewards,† while customers define their relationship with the brand and determine the basis for the relationship. A steward must spend more time deeply understanding what customers really think about the brand and where potential â€Å"bridges† to growth and new branding exist. For example, Smuckers could leverage the â€Å"wholesome goodness† their loyal customers attribute to them instead of solely focusing on themselves as fruit processors. Marketers should not attempt to cover the waterfront here, but instead focus on the relevant interrelated â€Å"hot buttons† that will clearly convey the message. For example, in the case of a technology brand positioning itself as â€Å"humanizing technology for everyday people,† the strongest set of pathways to the positioning came from product signals such as customized hardware and specific application platforms (e.g., games, household management) rather than from equipment with the latest features and innovative design. The pathway modeling also indicated the strong signal value of the brands customer service representatives having an understanding of an individual customers needs. This important service signal led to the broader customer perception of the brand as caring — an important personality signal for the brand to deliver on its positioning. Additionally, the marketer learned that having technicians follow through with customers to issue resolution w as a critical service signal that led to the broader personality signal of the brand being professional — another key for the brand to live up to its positioning. With these insights, the marketer could allocate resources accordingly, ensuring that the more important signals were being appropriately supported. Develop necessary product/service programs to ensure consistent performance on these signals to the customer. For example, if the brand positioning is built around superior customer satisfaction, but frontline sales people are measured on revenue rather than satisfaction, it is unlikely that consistent performance will be achieved. So, if airline gate agents are the first and most important contact point for customers, they should be empowered to solve customers issues instead of redirecting them to customer service personnel. In the technology brand example, given the importance of the customer service representatives and service technicians, there should be a greater emphasis on the quality of the service delivered rather than on the number of customers that can be serviced over a given time period. Make sure approaches are in place to track and assess your performance against these customer signals prior to the formal launching of the new positioning. Applying rigorous quality assurance procedures to key elements of the new brand experience will often ensure that customers are not disappointed, or fail to have their expectations met. Current data-collection methods allow for rapid response and can be leveraged to determine whether the launch programs are having their desired effect on brand perceptions. Due to the complexities of brand positioning, many marketers are correctly choosing to move to an â€Å"interim positioning.† This interim positioning is designed to establish brand credibility and performance on the road to fully achieving the longer-term aspirational positioning. Such a positioning focuses on those aspects of the brand on which the organization is currently able to deliver. Interim positioning is often essential when a brand stakes out new territory considered â€Å"up market,† addresses an important or longstanding deficiency, or is attempting to redefine its competitive set. As the brand evolves (based on customers changing perceptions), additional components of the new platform can be put into place and confidently communicated to consumers. Target Stores successfully employed an interim positioning as it evolved the brand up market from a position as a discount retailer of national brands to a contemporary â€Å"urban chic† retail brand pro viding good value. The interim positioning emphasized value without sacrificing style and involved specific merchandising efforts such as stylized color blocking and associations with name designers (e.g., Frank Gehry). As the brand evolved to its current positioning, it further emphasized the â€Å"designer† theme in its advertising, often having models wearing various house wares as high fashion. By focusing on achievable instead of aspirational brand positioning, companies can help ensure meaningful market share results while enhancing their brand image. This requires, however that the new brand position fits comfortably within the customers frame of reference, and that it not attempt to overreach. Marketers must also secure the customers permission to extend the brand by building a bridge of relevant benefits to carry customers from the current to the intended brand position. Implementing the performance delivery systems to ensure the brand is able to live up to its new promise is the final critical step in building and executing a successful brand positioning program. Chapter 2: Literature Review 2.1 Branding: Definition and benefits Literature gives several definitions of the term brand. The common themes are that a brand is more than just a combination of a name, a design, a symbol or other features that differentiate a good or a service from others. It is a unique set of tangible and intangible added values that are perceived and valued by the customer. In addition a brand is said to have personality, an emotional bond to the customer that grows out of the perceived characteristics. These certain features of a brand grow out of a complex set of added values that can comprise of history and tradition, additional services, marketing messages, quality, popularity of the product amongst a certain group of users (status) and others. These basiss of a brand perception prove that a strong brand can not be established over night The development of a brand takes time, strong financial marketing muscle and good marketing skills such as Insight into customer needs, Ability to offer products or services that meet those needs, Creativity to produce exiting and compelling advertising, Ability to communicate differentiation in a way that customers understand and that motivates them. Without this process they do not have a brand but only a name and a sign for a product. Brands have benefits for both, the brand owners as sellers and the customers: Benefits of a brand for Sellers Customers Identifies the companies products, makes repeat purchases easier Facilitates promotion efforts Fosters brand loyalty stabilises market share Allows to charge premium prices and thus to get better margins Allows to extend the brand to new products, new markets and to new geographic areas Can communicate directly with the customer, reach over the shoulder of the retailer More leverage with middlemen Is more resistant to price competition Can have a long life Is more forgiving of mistakes Helps identify products Helps evaluate the quality of a product Helps to reduce perceived risk in buying, provides assurance of quality, reliability etc. Is dependable (consistent in quality) May offer psychological reward (status symbol) â€Å"rout map† through a range of alternatives Saves customer time Is easier to process mentally With this potential a brand can offer an important competitive advantage for a seller who has decided for a differentiation strategy. Even in markets with many similar products or services a brand can provide some sort of uniqueness to a certain product. Depending from the strength of a brand the branded product thus can be positioned towards a more monopolistic situation. With all these characteristics a brand is important in an organisations marketing mix. Although it is basically a certain feature of the category â€Å"product†, it influences every component of the marketing mix: The product gets a higher value in the perception of the customers. This influences the pricing policy in the way that often a premium can be charged. The promotional strategy and mix will be different because it is more focused on the brand than on the individual product. For instance the introduction of a new product under a well established umbrella brand requires a very different promotion campaign than the introduction of a new brand or an unbranded product. The decision for the place and the marketing channel is influenced because a branded product with a higher perceived value might be placed in an environment that is well related to the brands personality, e.g. gourmet shop vs. food department in a supermarket. 2.2 Branding strategies: Besides the more general decision for the use of brands the decision for the branding strategies is important. There are several aspects to be considered: Ownership of brands Structure of brand systems Regarding the ownership, Dibb (1997) and Kotler (1999) differentiate between five categories: These decisions need to be taken carefully. They offer not only large opportunities but also various risks: A company which has strong manufacturer brands may decide to sell the same or similar products to retailers for use as their own label brands. If consumers become aware of this they might change their perception of the manufacturer brand: â€Å"They get the same product for a lower price under my retailers brand.† or â€Å"They sell the same thing under another name very cheap. This product is not exclusive anymore. I go for another brand then.† Extensive permissions for the licensed use of a strong brand for other products can destroy the value of the brand. Pierre Cardin has lost lots of its luxury appeal since various goods with this name can be found in every department store. The structure of brand systems describes how an organisations products and brands are related. Dibb (1997) distinguishes between: 2.3 Branding for service industries: 2.3.1 Reason for branding services: Although the principles for branding of goods and services are generally the same there occur some differences. These arise from the different natures of both categories. The main differences that influence branding policies are that services Have a changing level of quality, The consumer has to become involved in the consumption of a service actively, They are intangible and not storable. When a brand in general gives the consumer more confidence in his choice this is even more important for services. Their quality and other features are more difficult to asses. Because of their intangibility and complexity it is harder for the customer to distinguish between the offers from the wide range of service companies are working in the market place. This especially applies to the market of accounting, auditing and consulting where consolidation and globalisation increase competition. In an FT-article about branding accounting services (Kelly 1998) a branding expert states that â€Å"more than 70 % of the Fortune 500 companies said branding is increasingly important in helping them to choose where to get a service. They want to be able to tell who is good at what.† 2.3.2 Drivers for the use of branding in the accounting/consulting industry with a focus on the Big Five (former Big Six) firms: The Big Five accounting firms have a long history up to 75 to 100 years. These firms have developed from smaller entities through co-operations and mergers. Often new products and new markets have been developed by â€Å"buying in†, by buying the expertise and the access in the form of other firms. For many small and medium accounting and auditing firms it is attractive to join the association (in most cases) of one of the large players for the following reasons: The form of an association with independent member firms allows to retain a level of individuality although in some cases this is not long-lasting. The membership in an large powerful firm gives a competitive advantage (reputation, access to knowledge, access to new markets, higher market share, cost savings through sharing resources, e.g. for training and recruitment etc.). Partners of these smaller firms are often offered to become partners in the large firm. For a long time the industry did not put much effort in the development of brands. The tradition and long lasting reputation of the Big Five itself gave their names a considerable brand value. For quite a long time this was fairly enough for their purposes. In Kellys (1998) article a professional firms branding expert states that for many years the accountancy firms hid behind the â€Å"convenient parapet† of the Big Six brand label. In the audit market most shareholders were happy to have any audit firm as long as it was from the Big Six.Other factors were legal limitations for advertising. Accounting firms were first allowed to advertise in 1984. That means that marketing and communications focused mainly on activities like excellent work and the power of word of mouth, job advertisements (as the only allowed advertisements they were used as a means to present the company), speaking at conferences, publishing articles in professional journals, co-operating with universities and business schools and so on. Accounting firms saw themselves as a conservative i ndustry with discretion as one of their services. In their minds this didnt go together with an aggressive marketing campaign.In the last years the industry has seen some developments that required new strategies: Globalisation: A global client needs a global auditor because companies are legally required to prepare consolidated financial statements including all subsidies around the world. This is much easier if you have all subsidies audited by the same firm. In addition global clients have a high need for specialised consulting. They often prefer a consultant that is as global as they are to get more expertise and consistency. Stagnation in the core business: The traditional auditing business does not show high growth rates. An individual firms growth can mainly be achieved at the expense of competitors. Growth in consulting services: On the contrary to the auditing business there is an enormous growth for consulting services. The accounting firms have traditionally done some consulting and now they developed these activities aggressively. This had two results: A growing variety of services offered these new products had to be communicated to existing and potential clients Accounting firms came into direct competition with the traditional consulting firms which had their own brands and reputation Need for qualified people: With the development of new products/services all firms needed much more highly qualified people. Recruitment became an important issue. (For example: The German member firm of PricewaterhouseCoopers took on about 1000 new employees in 1998, the first year after the merger.) This led to a competition to attract the best university students. All these factors together increased competition amongst the Big Five. For this industry excellent quality is not a means to get a competitive advantage, it is an important requirement for any success at all. A large variety of services is important; but the customer will perceive it only in the moment he needs a certain service. In this situation the Big Five did not manage to differentiate themselves successfully from competition. A survey conducted by PricewaterhouseCoopers during the merger process revealed that â€Å"the business community and the general public did not and do not perceive any compelling differences between and among either the Big Six or the Big Five. Not only did all firms appear to have similar defining qualities, they were also not sending any consistent messages about their organisations to external audiences.†Here a strong brand with a personality and a clear message can be a valuable means for differentiation and thus for gaining a competitive advantage. By now we can say that the Big Five have become aware of this. Now they invest heavily to reposition themselves and to develop their good names to real power brands. 2.4 Benefits of branding: Branding is the process of creating distinctive and durable perceptions in the minds of consumers. A brand is a persistent, unique business identity intertwined with associations of personality, quality, origin, liking and more. Heres why the effort to brand their company or their self pays off.  · Memorability: A brand serves as a convenient container for a reputation and good will. Its hard for customers to go back to that whats its name store or to refer business to the plumber from the Yellow Pages. In addition to an effective company name, it helps when people have material reminders reinforcing the identity of companies they will want to do repeat business with: refrigerator magnets, tote bags, date books, coasters, key rings, first aid kits, etc. Memorability can come from using and sticking with an unusual color combination (FedExs purple and orange), distinctive behavior (the gas station whose attendants literally run to clean your windshield), or with an individual, even a style of clothing (Author Tom Wolfes white suits). Develop their own identifiers and nail them to their company name in the minds of their public.  · Loyalty: When people have a positive experience with a memorable brand, theyre more likely to buy that product or service again than competing brands. People who closely bond with a brand identity are not only more likely to repurchase what they bought, but also to buy related items of the same brand, to recommend the brand to others and to resist the lure of a competitors price cut. The brand identity helps to create and to anchor such loyalty. Consider the legions of car owners who travel up to 2,000 miles at their own expense to attend a Saturn celebration at the companys plant in Spring Hill, Tennessee. Thats loyalty. And supposedly, more people have the motorcycle brand Harley-Davidson tattooed on their body than any other brand name. Thats out-of-this-world loyalty.  · Familiarity. Branding has a big effect on non-customers too. Psychologists have shown that familiarity induces liking. Consequently, people who have never done business with you but have encountered their company identity sufficient times may become willing to recommend them even when they have no personal knowledge of their products or services. Seeing their ads on local buses, having their pen on their desk, reading about them in the Hometown News, they spread the word for them when a friend or colleague asks if they know a ____ and thats what they do.  · Premium image, premium price: Branding can lift what they sell out of the realm of a commodity, so that instead of dealing with price-shoppers they have buyers eager to pay more for their goods than for those of competitors. Think of some peoples willingness to buy the currently in brand of bottled water, versus toting along an unlabeled bottle of the same stuff filled from the office water cooler.The distinctive value inherent in a brand can even lead people to dismiss evidence they would normally use to make buying decisions. I once saw one middle-aged Cambridge, Massachusetts, intellectual argue to several colleagues that Dunkin Donuts coffee tastes better than Starbucks. So contradictory was this claim to the two companies reputations for this demographic group that the colleagues refused to put the matter to a taste test.  · Extensions: With a well-established brand, they can spread the respect they will earn to a related new product, service or location and more easily win acceptance of the newcomer. For instance, when a winery with a good reputation starts up regional winery tours, and then adds foreign ones, each business introduction benefits from the positive perceptions already in place.  · Greater company equity: Making their company into a brand usually means that they can get more money for the company when they decide to sell it. A Coca-Cola executive once said that if all the companys facilities and inventory vanished all around the world, he could walk into any bank and take out a loan based only on the right to the Coca-Cola name and formula.  · Lower marketing expenses: Although they must invest money to create a brand, once its created they can maintain it without having to tell the whole story about the brand every time they market it. For instance, a jingle people in their area have heard a zillion times continues to promote the company when its played without any words.  · For consumers, less risk: When someone feels under pressure to make a wise decision, he or she tends to choose the brand-name supplier over the no-name one. As the saying goes, Theyll never be fired for buying IBM. By building a brand, they fatten their bottom line. 2.5 Brand structures for services industries: As for services, literature suggests to use the companies name a so called corporate brand as the overall family brand for all the services offered. Murphy (1990) calls this the â€Å"monolithic approach†. He argues that especially for companies which offer an enormous array of services (e.g. consultants, banks) corporate names must be used to deliver more generalised benefits of quality, value and integrity. de Chernatony (1996) comes to the conclusion that corporate brands are a crucial means to help make the service offering more tangible in consumers minds and can enhance consumers perceptions and trust in the range of services provided by the company. One disadvantage of corporate brands little opportunity for developing second or sub-brands for differentiated product lines- applies more to branded products. However Murphy (1990) states that many companies have chosen an approach of â€Å"local autonomy but group-wide coherence† as a system whereby individual divisions and products are largely free-standing but mention is made in all literature and on all stationery and products that â€Å"company A is member of the XYZ group†. This approach is very common amongst the Big Five accounting and auditing firms. It allows their national member firms, to exploit the groups brand name and their own (brand) name at the same time. Many member firms that had joined the global firms have lon Importance of Brands and Branding Importance of Brands and Branding Abstract Repetitive failures cost companies millions of dollars in redesign costs, liabilities, and transaction costs. However, by far the most serious cost of these failures is the lost business that results from customer defection. For service companies, the task of providing error-free services is even more challenging because their intangible nature renders subjective perceptions of quality. Equally troublesome is the uncontrollable element of customer participation in the service process because production and consumption occur as a simultaneous process. Despite these challenges however, service quality and customer satisfaction are closely related constructs. When service providers continuously strive to develop error-free processes, customer satisfaction is sure to follow. Chapter 1: Introduction Many marketers are rethinking their branding because competitive pressures, new channels, and changing customer needs have eroded their brands positions of strength. However, increased marketing expenditures to reposition brands often fail to produce any improvements in either overall image or market share. Experience has shown that companies should focus on achievable rather than aspirational positioning, and that three steps can help ensure success: 1. Ensure relevance to a customers frame of reference. Be fully aware of the brands â€Å"frame of reference† so that a repositioning strategy will resonate with customers. Look at a combination of customers attitudes and the situations in which the brand is used to obtain the most powerful customer insights. 2. Secure the customers â€Å"permission† for the positioning. Recognize that permission amounts to a reasonable and logical extension of the brand in the customers eyes. Leverage a brands unique emotional benefits to carry customers from their current brand perception to the intended one. 3. Deliver on the brands new promise. Identify the pathway of performance â€Å"signals† that will convince customers of the new brand positioning. Develop product/service programs to ensure consistent performance on these signals. Track and assess performance against customer signals prior to launching the new positioning. Adopt an â€Å"interim positioning† to establish brand credibility and performance. An array of factors is requiring marketers today to rethink their brand positioning. Changing customer needs are often eroding the brands established position. At the same time, increasing competitive pressures created by new entrants and product innovations, and the proliferation of new channels and promotional campaigns, are driving marketers back to the drawing board. Many CEOs and CMOs, however, find themselves displeased with the results of their repositioning efforts. Increased marketing expenditures devoted to repositioning brands in the minds of consumers often fail to produce any improvements in either overall image or market share. Why do these well-intentioned efforts turn into marketing failures? While there are many causes, companies often fail to focus on achievable brand positioning rather than branding in service sector. Too often, their efforts target an ambitious goal that outstrips the actual ability of the brand to deliver on what it has promised to customers. Or the goal is too far from customers current brand perception to be a realistic brand objective. For example: In the late 1 980s Oldsmobile wanted to revitalize its brand and gear it to a younger audience. Thus marketers at General Motors launched a creative campaign around the tagline, â€Å"Not your fathers Oldsmobile,† highlighting the cars improved styling and new features. But for many younger consumers, this was too much of a stretch for the brand. The product modifications did not go far enough to meet the needs and expectations of the new customer set they were targeting. As a result, Oldsmobile recognized the need to shift its campaign. Eventually, GM closed its Oldsmobile division. More recently, United Airlines Rising campaign attempted to position the brand as the most passenger-centric airline, with a clear understanding of customer problems and the solutions needed to fix them. The campaign had the effect of raising expectations, which were quickly deflated, however, by the brands inability to deliver against the promises made as part of its bold new positioning platform. Consequently, United was forced to change its central brand message — no longer emphasizing Rising. Many high-tech businesses have recently repositioned themselves as e-business brands. However little effort was made by these brands to clearly differentiate themselves from one another despite the millions of dollars spent on elaborate marketing programs. The net effect, according to their research, has been to sow confusion in the minds of customers, rather than to forge strong brand identities. These examples — and most marketers can cite many others — underscore the imperative to pursue a brand positioning that is eminently achievable, not just attractive. Based on our experience, three steps can help ensure that they make this distinction: 1) ensuring relevance to a customers frame of reference; 2) securing the customers â€Å"permission† for the positioning; and 3) making sure that the brand delivers on its promise. Be Relevant to the Customers Frame of Reference: When repositioning a brand, its essential for marketers to capture not just the emotional and physical needs of the customer but the dynamics of the situation in which those needs occur. We refer to this as the customers â€Å"frame of reference.† For example, while isotonic beverages like Gatorade and Powerade are thirst-quenching drinks, consumers tend to think of them in the broader context of sports, exercise, and physical activity. Importantly, the frame of reference sets the parameters for customers consideration set — the brands they will choose from. Indeed, most customers have a very specific definition of what the brand is and what it can be relative to their frame of reference. Repositioning a brand too far from this frame of reference creates customer confusion that makes a positioning unsuccessful. Attempting to brand Gatorade, for example, within a social, lighthearted context would probably be stretching the brand too far from the current sports/physical activity frame of reference. Similarly, a communications company known for data services for business customers would likely be positioning the brand too far outside of the customers frame of reference if it suddenly tried to launch a â€Å"friends-and-family† calling plan. Being fully aware of the frame of reference for a brand can help ensure that its repositioning strategy will resonate with customers. But the frame of reference is usually a combination of both customers attitudes and the situations in which the brand is used. As a result, we typically find the most powerful customer insights and segmentation come from looking at a combination of these factors In some categories, customers broader attitudes are the dominant factor. How customers think about pet-related brands, for example, can be seen in the context of how they treat their own pets — whether they view them as family members, best friends/companions, or in a less personal way. If customers view pets as family members, the optimal message for the brand will appeal to such human qualities as nurturing and pampering. This â€Å"family member† orientation or frame of reference may help support a brand extension to a full range of pet services, such as grooming and accessories. Other customer needs are not as consistent, but better understood within the context of specific situations or sub-categories. In the field of airline travel, for example, the customers frame of reference may be a function of the type of trip they are taking. The customer who is used to traveling within the U.S. in cramped coach-class conditions, for example, will have a much different set of needs and expectations than the traveler who is used to flying to international destinations with all the comforts of first-class service. As a result, in most instances the frame of reference is built upon a combination of both of the above attitudinal and situational forces. For example, while consumers may generally have a health-conscious attitude about the foods they eat, on certain â€Å"special† occasions they may allow themselves to become more indulgent, creating what we call a â€Å"need state.† A strong brand identity can also help marketers secure the desired permission from consumers. Because Victorias Secret owns or is associated with the notion of intimate moments, for example, it would be easier for that brand to get permission to introduce a new line of lingerie or perfume with a sensual connotation than it would be to launch a line of jeans or handbags. In repositioning, marketers must embrace the idea that they are brand â€Å"stewards,† while customers define their relationship with the brand and determine the basis for the relationship. A steward must spend more time deeply understanding what customers really think about the brand and where potential â€Å"bridges† to growth and new branding exist. For example, Smuckers could leverage the â€Å"wholesome goodness† their loyal customers attribute to them instead of solely focusing on themselves as fruit processors. Marketers should not attempt to cover the waterfront here, but instead focus on the relevant interrelated â€Å"hot buttons† that will clearly convey the message. For example, in the case of a technology brand positioning itself as â€Å"humanizing technology for everyday people,† the strongest set of pathways to the positioning came from product signals such as customized hardware and specific application platforms (e.g., games, household management) rather than from equipment with the latest features and innovative design. The pathway modeling also indicated the strong signal value of the brands customer service representatives having an understanding of an individual customers needs. This important service signal led to the broader customer perception of the brand as caring — an important personality signal for the brand to deliver on its positioning. Additionally, the marketer learned that having technicians follow through with customers to issue resolution w as a critical service signal that led to the broader personality signal of the brand being professional — another key for the brand to live up to its positioning. With these insights, the marketer could allocate resources accordingly, ensuring that the more important signals were being appropriately supported. Develop necessary product/service programs to ensure consistent performance on these signals to the customer. For example, if the brand positioning is built around superior customer satisfaction, but frontline sales people are measured on revenue rather than satisfaction, it is unlikely that consistent performance will be achieved. So, if airline gate agents are the first and most important contact point for customers, they should be empowered to solve customers issues instead of redirecting them to customer service personnel. In the technology brand example, given the importance of the customer service representatives and service technicians, there should be a greater emphasis on the quality of the service delivered rather than on the number of customers that can be serviced over a given time period. Make sure approaches are in place to track and assess your performance against these customer signals prior to the formal launching of the new positioning. Applying rigorous quality assurance procedures to key elements of the new brand experience will often ensure that customers are not disappointed, or fail to have their expectations met. Current data-collection methods allow for rapid response and can be leveraged to determine whether the launch programs are having their desired effect on brand perceptions. Due to the complexities of brand positioning, many marketers are correctly choosing to move to an â€Å"interim positioning.† This interim positioning is designed to establish brand credibility and performance on the road to fully achieving the longer-term aspirational positioning. Such a positioning focuses on those aspects of the brand on which the organization is currently able to deliver. Interim positioning is often essential when a brand stakes out new territory considered â€Å"up market,† addresses an important or longstanding deficiency, or is attempting to redefine its competitive set. As the brand evolves (based on customers changing perceptions), additional components of the new platform can be put into place and confidently communicated to consumers. Target Stores successfully employed an interim positioning as it evolved the brand up market from a position as a discount retailer of national brands to a contemporary â€Å"urban chic† retail brand pro viding good value. The interim positioning emphasized value without sacrificing style and involved specific merchandising efforts such as stylized color blocking and associations with name designers (e.g., Frank Gehry). As the brand evolved to its current positioning, it further emphasized the â€Å"designer† theme in its advertising, often having models wearing various house wares as high fashion. By focusing on achievable instead of aspirational brand positioning, companies can help ensure meaningful market share results while enhancing their brand image. This requires, however that the new brand position fits comfortably within the customers frame of reference, and that it not attempt to overreach. Marketers must also secure the customers permission to extend the brand by building a bridge of relevant benefits to carry customers from the current to the intended brand position. Implementing the performance delivery systems to ensure the brand is able to live up to its new promise is the final critical step in building and executing a successful brand positioning program. Chapter 2: Literature Review 2.1 Branding: Definition and benefits Literature gives several definitions of the term brand. The common themes are that a brand is more than just a combination of a name, a design, a symbol or other features that differentiate a good or a service from others. It is a unique set of tangible and intangible added values that are perceived and valued by the customer. In addition a brand is said to have personality, an emotional bond to the customer that grows out of the perceived characteristics. These certain features of a brand grow out of a complex set of added values that can comprise of history and tradition, additional services, marketing messages, quality, popularity of the product amongst a certain group of users (status) and others. These basiss of a brand perception prove that a strong brand can not be established over night The development of a brand takes time, strong financial marketing muscle and good marketing skills such as Insight into customer needs, Ability to offer products or services that meet those needs, Creativity to produce exiting and compelling advertising, Ability to communicate differentiation in a way that customers understand and that motivates them. Without this process they do not have a brand but only a name and a sign for a product. Brands have benefits for both, the brand owners as sellers and the customers: Benefits of a brand for Sellers Customers Identifies the companies products, makes repeat purchases easier Facilitates promotion efforts Fosters brand loyalty stabilises market share Allows to charge premium prices and thus to get better margins Allows to extend the brand to new products, new markets and to new geographic areas Can communicate directly with the customer, reach over the shoulder of the retailer More leverage with middlemen Is more resistant to price competition Can have a long life Is more forgiving of mistakes Helps identify products Helps evaluate the quality of a product Helps to reduce perceived risk in buying, provides assurance of quality, reliability etc. Is dependable (consistent in quality) May offer psychological reward (status symbol) â€Å"rout map† through a range of alternatives Saves customer time Is easier to process mentally With this potential a brand can offer an important competitive advantage for a seller who has decided for a differentiation strategy. Even in markets with many similar products or services a brand can provide some sort of uniqueness to a certain product. Depending from the strength of a brand the branded product thus can be positioned towards a more monopolistic situation. With all these characteristics a brand is important in an organisations marketing mix. Although it is basically a certain feature of the category â€Å"product†, it influences every component of the marketing mix: The product gets a higher value in the perception of the customers. This influences the pricing policy in the way that often a premium can be charged. The promotional strategy and mix will be different because it is more focused on the brand than on the individual product. For instance the introduction of a new product under a well established umbrella brand requires a very different promotion campaign than the introduction of a new brand or an unbranded product. The decision for the place and the marketing channel is influenced because a branded product with a higher perceived value might be placed in an environment that is well related to the brands personality, e.g. gourmet shop vs. food department in a supermarket. 2.2 Branding strategies: Besides the more general decision for the use of brands the decision for the branding strategies is important. There are several aspects to be considered: Ownership of brands Structure of brand systems Regarding the ownership, Dibb (1997) and Kotler (1999) differentiate between five categories: These decisions need to be taken carefully. They offer not only large opportunities but also various risks: A company which has strong manufacturer brands may decide to sell the same or similar products to retailers for use as their own label brands. If consumers become aware of this they might change their perception of the manufacturer brand: â€Å"They get the same product for a lower price under my retailers brand.† or â€Å"They sell the same thing under another name very cheap. This product is not exclusive anymore. I go for another brand then.† Extensive permissions for the licensed use of a strong brand for other products can destroy the value of the brand. Pierre Cardin has lost lots of its luxury appeal since various goods with this name can be found in every department store. The structure of brand systems describes how an organisations products and brands are related. Dibb (1997) distinguishes between: 2.3 Branding for service industries: 2.3.1 Reason for branding services: Although the principles for branding of goods and services are generally the same there occur some differences. These arise from the different natures of both categories. The main differences that influence branding policies are that services Have a changing level of quality, The consumer has to become involved in the consumption of a service actively, They are intangible and not storable. When a brand in general gives the consumer more confidence in his choice this is even more important for services. Their quality and other features are more difficult to asses. Because of their intangibility and complexity it is harder for the customer to distinguish between the offers from the wide range of service companies are working in the market place. This especially applies to the market of accounting, auditing and consulting where consolidation and globalisation increase competition. In an FT-article about branding accounting services (Kelly 1998) a branding expert states that â€Å"more than 70 % of the Fortune 500 companies said branding is increasingly important in helping them to choose where to get a service. They want to be able to tell who is good at what.† 2.3.2 Drivers for the use of branding in the accounting/consulting industry with a focus on the Big Five (former Big Six) firms: The Big Five accounting firms have a long history up to 75 to 100 years. These firms have developed from smaller entities through co-operations and mergers. Often new products and new markets have been developed by â€Å"buying in†, by buying the expertise and the access in the form of other firms. For many small and medium accounting and auditing firms it is attractive to join the association (in most cases) of one of the large players for the following reasons: The form of an association with independent member firms allows to retain a level of individuality although in some cases this is not long-lasting. The membership in an large powerful firm gives a competitive advantage (reputation, access to knowledge, access to new markets, higher market share, cost savings through sharing resources, e.g. for training and recruitment etc.). Partners of these smaller firms are often offered to become partners in the large firm. For a long time the industry did not put much effort in the development of brands. The tradition and long lasting reputation of the Big Five itself gave their names a considerable brand value. For quite a long time this was fairly enough for their purposes. In Kellys (1998) article a professional firms branding expert states that for many years the accountancy firms hid behind the â€Å"convenient parapet† of the Big Six brand label. In the audit market most shareholders were happy to have any audit firm as long as it was from the Big Six.Other factors were legal limitations for advertising. Accounting firms were first allowed to advertise in 1984. That means that marketing and communications focused mainly on activities like excellent work and the power of word of mouth, job advertisements (as the only allowed advertisements they were used as a means to present the company), speaking at conferences, publishing articles in professional journals, co-operating with universities and business schools and so on. Accounting firms saw themselves as a conservative i ndustry with discretion as one of their services. In their minds this didnt go together with an aggressive marketing campaign.In the last years the industry has seen some developments that required new strategies: Globalisation: A global client needs a global auditor because companies are legally required to prepare consolidated financial statements including all subsidies around the world. This is much easier if you have all subsidies audited by the same firm. In addition global clients have a high need for specialised consulting. They often prefer a consultant that is as global as they are to get more expertise and consistency. Stagnation in the core business: The traditional auditing business does not show high growth rates. An individual firms growth can mainly be achieved at the expense of competitors. Growth in consulting services: On the contrary to the auditing business there is an enormous growth for consulting services. The accounting firms have traditionally done some consulting and now they developed these activities aggressively. This had two results: A growing variety of services offered these new products had to be communicated to existing and potential clients Accounting firms came into direct competition with the traditional consulting firms which had their own brands and reputation Need for qualified people: With the development of new products/services all firms needed much more highly qualified people. Recruitment became an important issue. (For example: The German member firm of PricewaterhouseCoopers took on about 1000 new employees in 1998, the first year after the merger.) This led to a competition to attract the best university students. All these factors together increased competition amongst the Big Five. For this industry excellent quality is not a means to get a competitive advantage, it is an important requirement for any success at all. A large variety of services is important; but the customer will perceive it only in the moment he needs a certain service. In this situation the Big Five did not manage to differentiate themselves successfully from competition. A survey conducted by PricewaterhouseCoopers during the merger process revealed that â€Å"the business community and the general public did not and do not perceive any compelling differences between and among either the Big Six or the Big Five. Not only did all firms appear to have similar defining qualities, they were also not sending any consistent messages about their organisations to external audiences.†Here a strong brand with a personality and a clear message can be a valuable means for differentiation and thus for gaining a competitive advantage. By now we can say that the Big Five have become aware of this. Now they invest heavily to reposition themselves and to develop their good names to real power brands. 2.4 Benefits of branding: Branding is the process of creating distinctive and durable perceptions in the minds of consumers. A brand is a persistent, unique business identity intertwined with associations of personality, quality, origin, liking and more. Heres why the effort to brand their company or their self pays off.  · Memorability: A brand serves as a convenient container for a reputation and good will. Its hard for customers to go back to that whats its name store or to refer business to the plumber from the Yellow Pages. In addition to an effective company name, it helps when people have material reminders reinforcing the identity of companies they will want to do repeat business with: refrigerator magnets, tote bags, date books, coasters, key rings, first aid kits, etc. Memorability can come from using and sticking with an unusual color combination (FedExs purple and orange), distinctive behavior (the gas station whose attendants literally run to clean your windshield), or with an individual, even a style of clothing (Author Tom Wolfes white suits). Develop their own identifiers and nail them to their company name in the minds of their public.  · Loyalty: When people have a positive experience with a memorable brand, theyre more likely to buy that product or service again than competing brands. People who closely bond with a brand identity are not only more likely to repurchase what they bought, but also to buy related items of the same brand, to recommend the brand to others and to resist the lure of a competitors price cut. The brand identity helps to create and to anchor such loyalty. Consider the legions of car owners who travel up to 2,000 miles at their own expense to attend a Saturn celebration at the companys plant in Spring Hill, Tennessee. Thats loyalty. And supposedly, more people have the motorcycle brand Harley-Davidson tattooed on their body than any other brand name. Thats out-of-this-world loyalty.  · Familiarity. Branding has a big effect on non-customers too. Psychologists have shown that familiarity induces liking. Consequently, people who have never done business with you but have encountered their company identity sufficient times may become willing to recommend them even when they have no personal knowledge of their products or services. Seeing their ads on local buses, having their pen on their desk, reading about them in the Hometown News, they spread the word for them when a friend or colleague asks if they know a ____ and thats what they do.  · Premium image, premium price: Branding can lift what they sell out of the realm of a commodity, so that instead of dealing with price-shoppers they have buyers eager to pay more for their goods than for those of competitors. Think of some peoples willingness to buy the currently in brand of bottled water, versus toting along an unlabeled bottle of the same stuff filled from the office water cooler.The distinctive value inherent in a brand can even lead people to dismiss evidence they would normally use to make buying decisions. I once saw one middle-aged Cambridge, Massachusetts, intellectual argue to several colleagues that Dunkin Donuts coffee tastes better than Starbucks. So contradictory was this claim to the two companies reputations for this demographic group that the colleagues refused to put the matter to a taste test.  · Extensions: With a well-established brand, they can spread the respect they will earn to a related new product, service or location and more easily win acceptance of the newcomer. For instance, when a winery with a good reputation starts up regional winery tours, and then adds foreign ones, each business introduction benefits from the positive perceptions already in place.  · Greater company equity: Making their company into a brand usually means that they can get more money for the company when they decide to sell it. A Coca-Cola executive once said that if all the companys facilities and inventory vanished all around the world, he could walk into any bank and take out a loan based only on the right to the Coca-Cola name and formula.  · Lower marketing expenses: Although they must invest money to create a brand, once its created they can maintain it without having to tell the whole story about the brand every time they market it. For instance, a jingle people in their area have heard a zillion times continues to promote the company when its played without any words.  · For consumers, less risk: When someone feels under pressure to make a wise decision, he or she tends to choose the brand-name supplier over the no-name one. As the saying goes, Theyll never be fired for buying IBM. By building a brand, they fatten their bottom line. 2.5 Brand structures for services industries: As for services, literature suggests to use the companies name a so called corporate brand as the overall family brand for all the services offered. Murphy (1990) calls this the â€Å"monolithic approach†. He argues that especially for companies which offer an enormous array of services (e.g. consultants, banks) corporate names must be used to deliver more generalised benefits of quality, value and integrity. de Chernatony (1996) comes to the conclusion that corporate brands are a crucial means to help make the service offering more tangible in consumers minds and can enhance consumers perceptions and trust in the range of services provided by the company. One disadvantage of corporate brands little opportunity for developing second or sub-brands for differentiated product lines- applies more to branded products. However Murphy (1990) states that many companies have chosen an approach of â€Å"local autonomy but group-wide coherence† as a system whereby individual divisions and products are largely free-standing but mention is made in all literature and on all stationery and products that â€Å"company A is member of the XYZ group†. This approach is very common amongst the Big Five accounting and auditing firms. It allows their national member firms, to exploit the groups brand name and their own (brand) name at the same time. Many member firms that had joined the global firms have lon