Final Private Beta Phase, New Features - Focus

Final Private Beta Phase, New Features - Focus After one month online we are nearing the last stage of the private beta phase and wanted to celebrate this with our biggest update yet new features include: Export to MindManager and Freemind Auto-layout on import maps Zoom in/out Overview navigator Many more icons and colors As always, you can find more details on the update in the changelog. Wed appreciate your feedback on the new features. If something doesnt work for you, well try and find a better way. Weve also decided to make the feedback process more collaborative by setting up a discussion forum where our beta testers can discuss feature requests, bugs, and MindMeister in general. We are looking forward to a lively discussion! (for those who prefer to give their feedback in a less public way, the old feedback dialog option remains active) Final Private Beta Phase, New Features - Focus After one month online we are nearing the last stage of the private beta phase and wanted to celebrate this with our biggest update yet new features include: Export to MindManager and Freemind Auto-layout on import maps Zoom in/out Overview navigator Many more icons and colors As always, you can find more details on the update in the changelog. Wed appreciate your feedback on the new features. If something doesnt work for you, well try and find a better way. Weve also decided to make the feedback process more collaborative by setting up a discussion forum where our beta testers can discuss feature requests, bugs, and MindMeister in general. We are looking forward to a lively discussion! (for those who prefer to give their feedback in a less public way, the old feedback dialog option remains active)

How and When to Shift the Demand Curve

Use Of Conventional Fuels ( Coal And Oil ) For The...

The use of conventional fuels (coal and oil) for the production of energy has caused detrimental effects on the planet with the emissions of greenhouse gases. Switching most of, but hopefully entirely, the world’s population to alternative renewable energy is the only way to save Earth from the decline of the ozone layer. The ozone layer blocks UV radiation that causes many health problems for people and animals, but the ozone layer also aids in the regulation of the planets normal homeostasis. Without this perfect balance life could no longer sustain as it is known to be, or even possibly not at all. These renewable sources are far cleaner than conventional sources, which will in turn help everyone in the world. Along with the higher†¦show more content†¦Conventional energy sources cause damage directly to the Earth itself just to gather the oil. This large amount of time and effort is essentially a waste when the oil gathered is used so rapidly, the earth canâ€℠¢t even replace it at a rate to keep up with demand. This will lead to the loss of this seemingly simple commodity (Breede, Security and energy capture: the military perspective). The availability of the sun is just as you see it daily. Along with that, the conversion of solar rays to usable energy does not release any damaging greenhouse gases, unlike the beloved petroleum oil used to widely today. Where understandably anyway we gather energy will have some sort of impact on the planet, but the impact of the gathering, transportation, and burning (converting to usable energy) has a by far larger impact in just about every way, compared to any form of renewable energy (Union of Concerned Scientist, Environmental Impacts of Renewable Energy Technologies). Still with this knowledge the switch to renewable energy has been slow to progress. So to increase availability of renewable discovery of several different forms have been introduced to consumers, including the well-known solar, win d, geothermal but also the less common such as biomass, hydroelectric and hydrokinetic. This range of options is to make sure that fuels should be an absolute last resort. Some

My definition of the american dream Free Essays

The American dream that made people leave their homelands in the past only remained a dream because there are people who still have not â€Å"made it† in America. There is something amiss in the ruckus that is about the American Dream. On one side, the American Dream remains a dream wherein the corruption and the apathy of people continues to prevent it from coming true while on the other side, the American Dream comes with too high a price. We will write a custom essay sample on My definition of the american dream or any similar topic only for you Order Now It asks for the individual’s culture, it torments the person and convinces him into thinking that if you do not assimilate the American culture, you will never make it. For instance, the rules for acceptance are subtle enough to be left out in everyday discussions but for the typical alien who is either yellow or black, the message of â€Å"embrace of efface† resounds like a loud gong. The American Dream will always be a Utopian dream until people realize that material wealth is not the only path for success and happiness. For together with the positive values that the American dram has helped to bring about, there is the common criticism that such dream has ultimately resulted in the rejection of that which connects the â€Å"self† to the â€Å"other.† Just as freedom in America has brought about or permitted massive income inequalities, so did American individualism that resulted from this dream, help to produce an atmosphere of egoism and isolationism, and in more extreme cases, perpetuate poverty, racism, sexism, and self-indulgence. When left unchecked, this can cause disunity among our people. Americans should balance individualism with compassion for others. Peak performers who manifest the great American individualist characteristics start with potential. Yet history is littered with the bones of people who never converted potential into achievement. Inherent talents turn useful only when one examines what is his. One trait that makes the United States great is its inclusiveness. Everything gets taken in, including an interesting state of tension between a yearning for achievement on the one hand and the principles of equality on the other. The American dream is a dream that is obtainable but it all depends on one’s attitude. To illustrate this clearly, in Arthur Miller’s Death of a Salesman, the author uses the scene of Willy with Wagner, which is supposed to be just a short encounter with his boss. But as the scene progresses, the readers cannot help but empathize with Willy’s condition. Willy seems to be really stuck in the past. He brings all the promises of a dead man and counts on that more than his relationship with Howard and what was happening between the two of them at that point (Miller). Can we keep our own dreams alive and not get sabotaged by ourselves or by life? The American Dream promises people from all walks of life and all countries of origin that within this land, there is freedom from oppression, freedom from poverty and material wealth but for other people, it will only remain a dream for them. As Langston Hughes remarks,   â€Å"I am the people, humble, hungry, mean–Hungry yet today despite the dream.†Ã‚   There have been casualties during this fight for the American Dream. The land of the free is still a land of oppression and even though people would like to view it as a land of opportunity, it becomes more like a land of deception and false hopes. Another illustration on this issue is on page 77 of Barlow’s book, Between Fear and Hope: Globalization and Race in the United States, he mentions, â€Å"The global era’s pressure means that an increasing number of Americans feel left out of the social order† saying that â€Å"morbid symptoms especially racism and fear of foreigners have appeared. In short, globalization is producing a crisis in the middle-class social order.† (Barlow, p. 77). I think that more than the pressure of globalization on Americans, it is the use of the U.S. globalization as their tool for world domination that is anxiety-provoking. The US, according to many observers uses globalization to make foreign economies open up their markets such that these can be flooded with US-made cars, clothes, food, even movie stars, such that these foreign markets eagerly consume these products without really knowing who in the end benefits from this game. As the capitalist economy of the United States has survived socialism, many foreign nations are now being deprived of much-needed funds for their own development, and are left dependent on foreign made products, which in turn deplete their own dollar reserves. The result is an extreme polarization of wealth, and the overextension of the gap between the world’s richest and poorest nations. This is so true in the sense that in developing nations such as India, there are truly many customers willing to buy the products of the capitalists.   For instance, on the streets of India, we see many billboards of â€Å"Coke†, or of US cigarettes.   A person who purchases this product rarely has the time to ponder on the fact that part of the revenue made out of that sale enriches these already-rich capitalist nations. Perhaps engaging in nationalist policies such as patronizing one’s own products with a matching awareness and education campaign will help make these people realize that it is time to enrich one’s own country first, before contributing to the economies of others. An opportunity lies here because local manufacturers in developing countries will be forced to do more research and development to produce goods and services that can compete with foreign ones. The American dream and globalization play a very important and significant role in sustaining profitability no matter what the enterprise is or where such is located or how it is doing business.   Reality shows that any business enterprise cannot survive without adopting the competitive global business system through the use of technology. Indeed, cultures collide through trade, and whether or not in the process of trading, technology destroys the native arts and dumps down the societies everywhere. The influences of family norms, religion, or manners and even social practices have large influence in overall assessment of globalization.   Focusing on the markets and determining the available freedom exercised in exploring the marketplace are areas affected by these influences.   It is always best to study the mechanics of how the economy works in the real world. Studies show that the measurement of success in the economy is determined by certain formulas and applied economic principles yet one must also realize that creativity and innovations that originate from non-economic background must also be applied to come up with the right kind of mix. Man’s ingenuity, his analytical mind and logical reasoning must be shared, discussed with others who are into the same exercise so that better solutions to problems are formulated to make the country’s economy work in this rapidly changing world. The American dream has swept the manner in which the U.S. is managed as well as policy decisions that were formulated. Works cited Barlow, Andrew. Between Fear and Hope: Globalization and Race in the United States, 2003. Rowman Littlefield Publishers, Inc. Miller, Arthur. Death of a Salesman. Hughes, L.   Let America Be America Again. 1938.   Retrieved Jan 2, 2007 at: http://www.poetryconnection.net/poets/Langston_Hughes/2385 How to cite My definition of the american dream, Essay examples

The Butter Battle Book and the Cold War free essay sample

The Butter Battle Book The Butter Battle Book is a picture book written by Dr. Suess. This book was published in 1984, and it was written as an allegory to the Cold War. It is an anti-war story about the arms race, MAD, and nuclear weapons. This book was written in the Cold War era about the concerns of the time, and how all of life could be destroyed by nuclear war. The Cold War was the time after WWII that involved strong tensions between the Western Bloc and the United States. During the Cold War, the Soviet Union attempted to spread Communism, while the United States policy was to contain this spread (Containment). To increase tensions further, another fear was nuclear war. Countries feared that nuclear war would destroy their countries and possibly even the world. This book is about two different races that live on opposite sides of a brick wall. We will write a custom essay sample on The Butter Battle Book and the Cold War or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page The Yooks and the Zooks are fighting about what side they eat their bread on. The Yooks ate their bread with the butter side up, and the Zooks ate their bread with the butter side down. But one day a Zook by the name of Van Itch slung his sling shot at a Yooks Snickle-Berry-Switch. So the Yook that was on patrol went back to Cheif Yookeroo to get a improved weapon and a fancier suit to go with it. The next day he went back to the wall and Van Itch was there too. He had a better weapon and a better suit too. So Grandpa Yook went crying back to the Chief and again he got improved. The story keeps going in the same order until they come back to the wall with the same weapons and the same suit on Dr. Seuss incorporated many connections to the Cold War. The first connection was Grandpa and Van Itch. Grandpa is meant to represent the United States. Grandpa is a general, and since its a picture book, he stands in for the army. Grandpas strategy was also to use Containment, like the United States during this time. He never did anything but threaten to use the weapons, he stated: â€Å"In those days, of course, the Wall wasnt so high and I could look any Zook square in the eye. If he dared to come close I could give him a twitch. † Grandpa wasnt willing to go into Zook territory, he just wanted to set up a large base to keep them contained. This policy by Grandpa relates to the policy of the United States because his strategy intended to hold the Soviet Union to a certain geographical location. Van Itch on the other hand, is Grandpas enemy, he represents the Soviet Unions military and command, and he also has a fancy hat. Next there was chief Yookeroo. Yookeroo represents the president of the United States, presidents like Roosevelt, Truman, Eisenhower, Kennedy, but more directly related to Reagan. Chief Yookeroo tended to simply watch the race from afar, what most presidents did. Using Chief Yookeroo, Dr. Seuss points to a particular danger when the leader isnt in the trenches. Chief Yookeroo also tends to benefit from the international tensions and pushes the nation into an opposing relationship. This shows us Seuss opinions, about the president at this time. The presidents it seems continuously create larger and larger weapons to defeat their enemies. Time and time again the Zooks and the Yooks bring weapons to the wall to â€Å"battle† each other, yet they never attack each other. Eventually the Zooks bring larger and better weapons several times in a row, making Grandpa Yook upset and discouraged. It is assumed that the Zooks gained better weapons because of spies, while it is never clear who the spy is, we can infer that there was a spy because on several occasions they show up with the same weapons. Spies were an important part of the Cold War, many people were accused of being spies for their beliefs and many people were supposedly. spies defecting to the Soviet Union, and the United States. The Utterly Sputters weapon, would sprinkle the Zooks as it flew over. It is inferred that Dr. Seuss was referring to the chemical or poison weapons that were created in the Cold War, like Agent Orange, which was used in the Vietnam War. Eventually they both create the Big-Boy Boomeroo. Which was a representation of the nuclear bomb. Both were destructive and both sides threatened to use them without actually doing so. People were also scared and being â€Å"herded† and told to go into bomb shelters. This boomeroo was so dangerous that the Chief holds the bomb with and extendable stick, while the Back Room Boys, the scientists who created it, peer around the door of their room to see it, showing how even they were frightened of it. In the book, there was also a wall that separated the Zooks and the Yooks. The wall starts off being tiny, something that Grandpa Yook can see over. However, by the end of the story, it towers above the young Yook and his grandpa. The wall can be interpreted in several ways. The first way separating the Yooks and the Zooks from a friendly relationship. But its mostly a symbol for the Berlin wall. The wall was built when the East Germans allied with the Soviet Union. The purpose of the wall was to keep out the fascists they believed were still in West Germany. The wall was finally torn down in 1990, marking peace and the end of the Cold War. The wall separated the East and West Germans like it separated the Zooks and the Yooks. Dr. Seuss clearly meant for this book to be an allegory for the Cold War. He managed to place some of his own opinions in this book. He managed to demonstrate the Cold War in simple and relative terms. Through interpretation, we manage to find all the clues Seuss leaves and his many allegories to the Cold War. The Cold War was a tense time filled with almost pointless hate, and needless envy. Seuss does a great job describing the Cold War in simple terms.

Brand Image and Brand Association

Executive summary This marketing research has been carried out to study the importance of brand image and relate it to brand association. Two major hypotheses have been formulated after extensive literature review following already preset objectives.Advertising We will write a custom essay sample on Brand Image and Brand Association specifically for you for only $16.05 $11/page Learn More These hypotheses have been appropriately named H1 and H2, where H1 suggests that there is a correlation between brand image and brand association and H2 is based on the proposal that brand image and brand image influence how customers respond to a product in the market. A proper analysis of figures and facts collected has served to illustrate to prove the above hypotheses true. Introduction The importance of market research cannot be underestimated in today’s competitive business atmosphere. Information collected by the researchers comes in handy in helping the d ecision makers come up with functional strategies to help the business cut a niche in the market. By identifying the customers’ needs, businesses can come up with creative ways to attract the attention of the public to a product that is targeted at addressing this need. In order to serve the purpose of market research, this essay seeks to underscore the value of both brand image and brand association in relation to how products and services are received by the public. To this end, a proper literature review will be provided to study on common trends and influences of branding and specifically brand image and brand association. Accompanying the literature review is a set of primary data collected from the public through questionnaires and analyses of the data collected alongside their interpretation. Finally, limitations of the two aspects of branding-brand image and brand association will be pointed out before recommendations are made. Literature review Brand imaging is by fa r the most important component of marketing that will help a company get its product off its stores and into the houses of the intended customers. According to Aaker (1991), the more a brand appeals to the customers the more they will develop the need to purchase the product.Advertising Looking for essay on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More In this way, the brand image adds to the value of the product. The definition of brand image has come to be the subject of debate amongst scholars and researchers in the field of marketing (Dobni Zinkhan, 1990). One of the most renown researchers in the field Kevin Lane Keller defined brand image as â€Å"perceptions about a brand as reflected by the brand associations held in consumer memory† (1993). This definition has been supported by many of his peers including Andrew Mitchell who describes brand image as simply â€Å"all that a consumer can possibly associa te with a particular brand† (1982). Studies have shown that consumers of a particular product when going out to purchase the product seek to also get the image associated with the product. For instance, the various presentations of beer as making an individual tough causes many men to go for the particular drink that promises them the most power. They therefore consume the beer in the hope that it will make them appear tough in the eyes of other people. The best brand images will instantly evoke response from the consumers and will stand out from other brands in the same market (Till, 1998). When conducting an analysis of the brand image for a particular product, the researcher basically seeks to find out the first thing that comes to the mind of consumers when they hear of or see the product. The brand image is complemented by other branding aspects such as packaging, customer service and advertising. While the phrase brand image has come to be well developed to an extent tha t it has come to be regarded as an independent aspect of marketing concepts, there are many scholars who have categorically chosen not to use the words in their works, much as they may be studying concepts very similar to brand image. These professionals totally agree that consumers of particular products generally pick them up based on their physical appearance (Stanton, Etzel, Walker, 1994). This is basically what brand image is though these scholars would not use the word. Though this is just ‘calling a rose by any other name’ in the interest of professionalism, it is only prudent that these variants be given consideration.Advertising We will write a custom essay sample on Brand Image and Brand Association specifically for you for only $16.05 $11/page Learn More Some schools of thought have chosen to focus on the symbolism associated to brands and products. As a result, in place of the words brand image, the scholars involved in this li ne have coined words such as perceived product utility and symbolic utility Some other scholars have chosen to emphasize the human characteristics in the concept of product acceptance and have adopted phrases such as â€Å"the social and psychological nature of products† (Nilson, 1999). A third group that has chosen to disregard the words brand image have instead focused their attention on the meanings that consumers associate to the product. For instance, certain scholars have in the past used complex wordings such as â€Å"the psychological meaning of products† (Alreck, Settle 1999) to describe the concept of brand image. The methods for determining the levels of brand image are not uniformly applicable to particular cases. In the number of years that brand image has been generally accepted as a concept of marketing, various methods and tools have been developed and put into use in the analysis of the structuring of brand images. A lot of studies have been carried o ut to establish various ways of assessing brand images with some groups chosing to measure individual aspects of a brand (Rooney 1995). Other individuals have come up with methods to do a wholesome analysis of the particular brand image. Though studies have been taking place to try and establish a method to qualitatively and quantitatively measure aspects of brand image (Kanwar, Olson, Sims, 1981). Brand association is the amount to which a particular brand is linked to the particular product it describes in the eyes of the consumer. In general brand association is the identity that individuals use to distinguish a product from similar products (Aaker,1991; Stanton et al.,1994). There are a number of ways in which the manufacturers of a given product can help customers develop an association to the product. These include: Benefit to the customer Consumer benefit is the particular requirement that taken care of by a product. For example, skin protection by a sunscreen cream is consi dered its consumer benefit (Fournier, 1995.). The benefit of a product to the customer may be guided by either rationality or emotions. When rationality comes into play in determining the benefit to a consumer, it generally means that the value proposed by the brand is as close as possible to the benefit obtained from the product itself. If psychological and emotional associations are used to determine the value of a product, the benefit that the consumer gets from the product is not directly obtained from the functionality aspects of the particular product (Kassarjian, 1977).Advertising Looking for essay on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More For instance, the rational benefit of a car is the fact that it can help move from one place to another conveniently while the emotional benefit would be the prestige of owning a car. Attributes of the product The person in charge of marketing a particular product can choose to generally relate the brand that he is supporting to a particular usage or function (Calderon, Cervera, Molla, 1997). For instance, coffee can be associated with couple out on date in a cosy restaurant, by a fireplace. Consumer/customer Brands can also be associated to particular consumers or users. Marketers of a certain product need to identify the target group before they release it to the public (Quester, Farrelly, 1998). For instance, some products may be associated to individuals who own offices as would be in the case of filing cabinets. Celebrity When a product is associated to an individual who has some credible perception in the eyes of the public, the value associated to it automatically goes up (F inlay, 1996). This is the reasons why we see celebrities being contracted to endorse certain products. For instance, if a popular wrestler endorses an off-road vehicle, the public learn to associate the car to the toughness of the individual. Personality of the product Just like human beings, product can be classified depend on characteristics such as trustworthiness, strength, youthfulness and so on and so forth (Schiffman Kanuk, 1996). Objectives The Objectives of the research were to: To analyze the relation between brand image and brand association To establish the how brand image and brand association influence decisions made by customers in relation to product choice Research Questions What are the distinguishing and uniting factors of brand image and brand association? How are brand image and brand association to the decisions that customers make in relation to choice of products? Hypotheses There is a correlation between brand image and brand association. Brand image a nd brand association are the key determinants of how consumers respond to a given product. Data collection instrument (questionnaire) Quantitative method was used to collect data. This is a method which was developed in the natural sciences to study natural phenomena. It is positivist and objectivist as well as deductive: testing of theory. The questionnaire is one of the main instruments for gathering data using a social survey design. It is completed by the respondent. The questionnaire, which is one of the quantitative survey methods, was used in this research in order to collect the primary data. The reasons for using a questionnaire are that compared with the interview, the questionnaire is cheaper to administer, quicker to administer and convenient for respondents The development of questionnaire passes through three stages; planning stage, design stage and pilot stage. Therefore, the researcher has followed these stages for the questionnaire. In this research, the questionna ire was designed in relation to the literature review: the questions were formulated as closed questions to answer the research questions. The questions considered illustrate the relationship between brand image and brand association. Therefore questions 1 and 2 (as the opening questions) ask what the relationship is between the brand image and brand association, and which type of services they use. Question 3 explores how brand image influences choice of particular products while question 4 measures how decisions regarding the purchase of certain products are determined by brand association. Question 5 illustrates customer preference and how it is influenced by brand image and brand association. Questions 6 and 7 measure the interaction between brand image and brand association, as well as customers’ expectations of a particular brand. Questions 8 and 9 measure customer loyalty to a particular product based on its brand. Question 10 is a demographic question. However, all th e questions have been formulated to measure (directly or indirectly) the customer preference and loyalty in the relation to brand image and brand association. Furthermore, the layout of the questionnaire was designed by using some tactics in order to be clear as well as attractive for respondents. The researcher used the standard likert five point scales in the majority of questions to make it easer to collect the data (Crompton, nda). Some experiments recommend that demographic questions should be at the end of questionnaires because the data is sensitive; therefore the current researcher has considered that in the design of this questionnaire. In addition, ambiguous terms were avoided in the questions, and any long, repetitious, leading or double-barrelled items, and negative questions which could essentially reduce the effectiveness of the project. Content validity of the questionnaire (pilot study) Piloting is not only trying to ensure that survey questions operate well; it also has a role in ensuring that the research instruments as a whole function well. They add that a pilot study allows such a question to be identified. Also, it allows the researcher to determine the adequacy of instructions to respondents completing questionnaires. Moreover, it gives the researcher an idea of the questions: are they well phrased, or do they need modification? In this research, existing questions were utilized especially in the demographic part of the questionnaire. In addition, the questionnaire was pre-tested before redesigning the final questionnaire. Therefore, the first draft of the questionnaire was revised by checking that the questions cover the entire main points in the literature review which are related to customer preference and loyalty. The second draft was assessed by 10% of the sample (four people), two of whom are loyal clients of particular products and generally pick them based on brand image and brand association. The individuals were asked to commen t about the layout, content, and language clarity of the questionnaire. They gave some observations about it before the final draft was made. Sampling The size of the sample in this research was 40 respondents, who were selected according to the objectives of the study which are to examine customer preference as influenced by brand image and brand association. Therefore, the sample section had to comprise customers loyal to particular products based on how they were branded. They were selected from outside stores, because and a majority were the consumers of household commodities Data collection methods As mentioned above, a questionnaires was used to obtain data from the study group. The survey method was utilized in the collection of primary data. The questionnaires were distributed by three methods: Face to face Some respondents were met on a one on one basis and requested to fill the questionnaires. The reasons for using this approach was that it was cheap and hastened the proce ss of data collection. This method also allowed respondents to see the questionnaire forms and answer the questions easily. Getting individuals who would fit in the target group was however challenging. Email Most of the data was collected by email; a method that proved to be very effective in this research. The reasons for using this approach were that it was a cheap and quick method for collecting the data. It also allowed respondents to see the questionnaire forms and answer the questions easily. Telephone The third approach used in the collection of primary data was via telephone. This was however only used with a few respondents from the sample group. It was recognized that this is an expensive method of data collection, and it also came with the disadvantage of respondents not being able to see the questions; Its advantage was that was a very quick method of obtaining data and the answers received were also precise. Limitations This research was limited to a sample of 40. The research was carried out within a limited period of time. This study was limited in term of the honesty and thoroughness of the respondents in completing the questionnaires. Managerial implications Seeing that there is a direct correlation between product branding and customer preference and loyalty, it is only imperative that the company establishes strategies to help in enhancing the functions of selling the brand image and capitalizing on brand association. Recommendations The company should concentrate on service quality ensuring that it maintains and enhances the image of the product in the market. In addition to this, the company should concentrate on consumer loyalty by building a strong relationship with them through fulfilling their needs, preferences and expectations. Conclusion In this research, the literature review and the finding of the correlation test show that, there is a significant and moderate positive relationship between three variables in the branding, namel y: brand image, brand association, customer preference and customer loyalty. Reference List Aaker, D.A.,1991. Managing brand equity: Capitalizing on the value of brand name. NewYork: TheFreePress Alreck, P.L. Settle, R.B., 1999. Strategies building consumer brand preference.  Journal of Product and Brand Management. 8(2), pp65-93 Badri, M.A. ,Davis,D.L. Davis,D.F., 1995.Decision support for global marketing strategies: The effect of country of origin on product evaluation. Journal of Product and Brand Management. 4(5), pp87-152 Broniarczyk, S.M. Alba,J.W., 1994.The importance of in brand extension. Journal  of Marketing Research, 22(3), pp123-185 Calderon,H., Cervera,A. Molla, A., 1997. Brand assessment a key element of marketing strategy. Journal of Product and Brand Management, 6 (5), 165-255. Dobni, D., Zinkhan, G. M., 1990. In search of brand image: A foundation analysis  Advances in consumer research, 17 (2): pp110-119. Finlay, K., 1996. Reliable and valid measuremen t of memory content and structure as a function of brand usage pattern. Advances In Consumer Research, 23(1), pp282-288. Fournier, S., 1995. A brand as a character, a partner, and a person: Three perspectives on the question of brand personality. Advances In Consumer Research, 22, pp393-395. Kanwar, R., Olson, J. C., Sims, L. S., 1981. Toward conceptualizing and measuring cognitive structures. Advances In Consumer Research, 8(3), 122-127. Kassarjian, H. H., 1977. Content analysis in consumer research. Journal of Consumer  Research, 4(2), pp8-18. Keller, K. L., 1993. Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing Research, 29(5), pp1-22. Mitchell, A. A.,1982. Models of memory : Implications for measuring knowledge structures. Advances In Consumer Research, 9(4), pp945-951. Nilson,T.H., 1999. Competitive branding. New York: John Wiley Sons Ltd Quester,P. Farrelly,F., 1998. Brand and memory decay effects of sponsorship: The case of the au stralian formula one grand prix. Journal of Product and Brand Management, 7(6), pp235-362. Rooney, J.A., 1995.Branding: A trend for today and tomorrow. Journal of Product and  Brand Management, 4(4), pp65-98. Schiffman, L.G. Kanuk, L., 1996. Consumer behaviour. NewDelhi: Prentice-Hall Of India. Stanton,W., Etzel,I.J., Walker.B.J., 1994. Fundamentals of marketing. New York: McGraw-Hill, Inc. Till, B.D., 1998. Using celebrity endorsers effectively: Lessons from associative learning. Journal of Product and Brand Management, 7(5), pp145-209. This essay on Brand Image and Brand Association was written and submitted by user Harvey Cole to help you with your own studies. 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Julius Caesar Essays - Cultural Depictions Of Julius Caesar

Julius Caesar Essays - Cultural Depictions Of Julius Caesar Julius Caesar In Shakespeare's Julius Caesar, Decius Brutus and Mark Antony, both Roman Senators, eulogize Julius Caesar, each using a different technique and approach. Brutus, in a somewhat arrogant, to the point, eulogy, attempts to sway the people. He justifies conspiring against Caesar by stating that Caesar's ambition would have hurt Rome. However, in Antony's eulogy, he focuses on Caesar's positive traits, and cunningly disproves Brutus' justification for killing Caesar. The fickle Romans waver between leaders, responding emotionally, rather than intellectually, to the orators. Brutus seeks to explain why he conspired against Caesar. He begins his speech with "Romans, countrymen ...", appealing to their consciousness as citizens of Rome, who, he later says, will benefit as freeman with Caesar's death. This shows that Brutus knows how to lure the crowd, appealing to their better judgement as Romans. He declares that he is an honorable man, and tells them that he will let them judge the validity of his claims. That is, he will allow the truth to speak for itself. This encourages the crowd to believe him, as an honorable man. He says that he wants them to know the facts; "Censure me in your wisdom, and awake your senses that you may the better judge." Sharing information with the people is flattering and it almost guarantees acceptance. He gets their sympathy by saying that he loved Caesar, daring the people to find anyone who loved Caesar more. Brutus declares that he never wronged Caesar, that he cried for Caesar's love, was happy for his greatness, honore d him for his courage, but had to kill him because of Caesar's ambition. He says that the reason for killing Caesar was his great love for Rome. He justifies his actions by saying that he loved Caesar but, "Not that I loved Caesar less, but that I loved Rome more." He then asks rhetorically if the people would want to live their lives as slaves under Caesar's rule or would they prefer to live as freemen with Caesar dead. To anyone insulted by his speech he wonders if, as Romans who love their freedom, they could be offended or reject what he, Brutus, says. He poses the question, "Who is here so base that would be a bondman?" He stresses the point, repeating the line, "If any, speak, for him have I offended." "I pause for a reply.", allows them to respond to his rhetorical questions, giving them an even greater sense that he cares about them and their opinions. They can only respond, " None, Brutus, none." That is, none are offended, they do not disagree or argue with his words or his actions. Mark Antony's eulogy utilizes a different approach. He starts out by addressing the crowd as "Friends" because he wants to come to them as a friend rather than a ruler trying to gain power. He then says, "I come to bury Caesar, not to praise him.", thus he can ease in praises of Caesar without the crowd stopping him. He sounds very sincere when he says, "The noble Brutus hath told you Caesar was ambitious.... For Brutus is an honorable man." He repeats that statement three more times becoming increasingly sarcastic, saying finally, "Yet Brutus says he was ambitious, and sure he was an honorable man." Since the people responded positively to Brutus' speech, Antony could not insult Brutus' honesty in a direct manner. Yet, Antony disproves Caesar's ambition with three examples. One is when he gave the ransom of captives to the public treasury and not his own, another when he cried with the poor people, and finally when he refused the kingship that Antony offered him, three times. Anyon e who was ambitious would never have done any such things. Antony says, "I speak not to disprove what Brutus spoke." , but that is exactly what he does. Antony is using a dramatic effect on the people, first by entering on the stage with the body of Caesar, and at the end stating that his heart is still with the body of Caesar, ending his speech weeping. In justifying Caesar and disproving Brutus, the people see Antony as a potential successor to Caesar. They are swayed to him by his dramatics,