Development of Jane Eyre Essay

At the opening of her incredible journey, Jane Eyre is a timid, shy, and headstrong girl. Through the course of her journey, her character does not exactly â€Å"change†, but rather expands and develops. Her first growth starts at the Lowood School, where she finally finds herself in a society with which she can relate and grow. The second advance appears in the place of Thornfield, a place of many wonders. Then, in the region of Morton and Marsh End (or Moor House), Jane really evolves into the person she is truly meant to be. While enrolled in the Lowood School, Jane finds true friends that are closer than even her own family. She starts as the shy, ever pleasing, little girl. Within her stay at the Lowood School, she meets Miss Temple and Helen Burns. Helen is a student at the school as well. She is and intelligent young girl who is forgetful, submissive, and tolerant. Helen’s submissive ways aggravate Jane to no extent, yet this does not faze Helen. Helen’s way is to not look for a home in the world but to look towards God and heaven for residence. Although her approach to life makes her docile, it does not make her oblivious to the many abuses put to the girls of Lowood, she just believes that justice will be found in God’s kingdom. That the bad will be punished and the good will be rewarded. Therefore, Helen’s methods teach Jane to count on God for support and guidance in her life. Meanwhile, Miss Temple, a teacher at the school, is a kind and loving woman. This woman has the heart of a celestial being and is fair and just to every one of her students. Miss Temple is able to command respect from everyone around her without even attempting. She is not afraid to stand up to her superiors when extraneous suffering has been put upon her students. Miss Temple’s part in Jane’s development is that she teaches her to unknowingly demand respect from everyone as a whole and to justly love anyone unconditionally, no matter the circumstances. In Thornfield, Jane reaches another developmental milestone. Until this point, Jane never really discovers a place she can find home. As she comes to perceive this dwelling as home, she befriends a few distinctive characters, mainly Adele Varens, the little French girl that she has been brought to Thornfield to teach. Not only in Adele the sole reason Jane made the fateful trip to Thornfield, she also plays a part in the process of Jane’s evolution. Jane is never spoiled in childhood or a doll to anyone. In contrast, this is exactly what Adele’s life is about. Adele, who everyone usually ignores, is spoiled beyond belief. Mostly, her elders treat her like a doll. Incidentally, Adele basically has the childhood that Jane can never partake in. From taking Adele under her wing, Jane also becomes a sort of mother-figure to the young girl, resulting from Adele’s mother running away from the girl. For the most part, Adele indoctrinates Jane to become a more free-spirited, playful, and spoiled young woman, coupled with the fact that Adele transforms Jane’s character into a more mother-like figure. While in the area of Morton and Marsh End, Jane makes some life changing discoveries to go along with her ever changing shape of a being. Here is where she meets unknowingly meets her family that she has no idea exists, and through these connections, she gains her fortune of money from her uncle, John Eyre. â€Å"How can someone’s character become more develop from a person without ever even meeting them?† one might ask. Well, John Eyre’s fortune makes a considerable impact on Jane’s life. Jane finally becomes an independent for once in her life. She no longer has to rely on anyone to take care of her or watch over her actions. By the vast amount of money she attains, Jane also realizes that she is generous and decides she cannot keep money she did not rightfully earn. Therefore, Jane splits the money with her cousins on the accord of she was not the only on that had legitimate claim to the money. Furthermore, while in Morton, Jane became a schoolteacher. Chiefly, when Jane was a teacher at the Lowood School, she had students that were willing to learn and usually had some educational background. One the other hand, the students at the new school in Morton were not exceptionally bright and most were not all that willing to learn. Consequently, Jane was learning to understand people more and found she could see the best in people, and in most cases, she discovers she can bring out a willingness to learn in her students. Throughout the series of her adventures, Jane uncovers distinct traits within herself that bring out the full blown Jane Eyre. Transforming from a timid, shy, and headstrong girl to a loving, respect commanding, free-spirited, playful, and generous young woman, Jane Eyre becomes a fully developed, well rounded person that knows the good in the world and how to pursue her dreams.

Kant Categorical Imperative Essay

Kant’s Categorical Imperative is made up of two formulations, Formula of Universal Law and The Formula of the End in Itself. The first formulation is best described by the following statement, â€Å"Act only according to that maxim whereby you can at the same time will that it should become a universal law without contradiction. † (Kant, 1785, 1993). What does this mean? A maxim is the fundamental rule of conduct or your moral belief upon which you chose to act. A universal law is a law that everyone must follow regardless of the outcome. How do we determine if the maxim can become universal? One of the first things to do is to ask yourself if it would be acceptable that everyone do the same thing that you are considering doing in that situation. We were given several examples in The Elements of Moral Philosophy and the one that made the most impact was â€Å"suppose a man needs money, but no one will lend it to him unless he promises to pay it back-which he knows he won’t be able to do. Should he make a false promises to get the loan? † (Rachels, 2012). If this happened the maxim or universal rule would be anytime you need a loan tell a lie that you will repay it and you will get the loan. This is not something that everyone would be willing to do because you will no longer believe others when they tell you this statement and no one would be willing to make the loans. The second thing you should do to determine if the maxim can become universal is look at your answer to the first question. Did you say â€Å"yes, I think that everyone will do it? †. If so, then ask yourself if it makes rational sense to want everyone in the same situation to do what you are contemplating doing. If your answer was no to either question then your maxim cannot become universal law because it is not considered moral. Overall, based on Kant, an act is morally right only if the primary rule of behavior, which is how you decide to act morally, can constantly and universally relate to you and others. The second formulation is best described by the following statement, â€Å"Act in such a way that you treat humanity, whether in your own person or in the person of any other, never merely as a means to an end, but always at the same time as an end. † (Kant, 1785, 1993). Basically, this means that morality consists of doing your duty to treat people, including yourself, and an end, never as a means to an end. Kant combined the second formulation with the first because we have a perfect duty to not use the humanity of ourselves or others merely as a means to some other end. Most ends are somewhat subjective because they need only be pursued if they are in line with some particular hypothetical imperative that a person may choose to adopt. (Categorical Imperative Explained, 2012). The second formulation also leads to the imperfect duty to further the ends of ourselves and others. If any person desires perfection in themselves or others, it would be their moral duty to pursue that end for all people equally, so long as that end does not contradict perfect duty. The question of whether or not Kant adequately addresses the problems evident in comparison of the two formulations cannot be summed up with a simple yes or no answer. He makes a good argument for both sides just as he opposes both sides. The difference is whether or not we have the right moral sense to determine why and how our decisions affect ourselves and others. Kant shows that you have struggles when rationality and practicality are conveyed to cover the same matter. So after all this we ask the question, â€Å"How plausible is the theory? † I think that it is a logical theory that clearly assists in making decisions. It provides a plausible account of morality because you can look at others and have a tendency to complete your actions based on those of others. Kantianism is a more consistent theory because it can be universally applied to all. It is more believable because even if the penalties of carrying out an action aren’t necessarily the best, the individual is still obligated to perform the action because it is their duty to do so. Kant’s theory focuses on the motivation of actions and has a clear and distinctive set of universal rules, and is morally sound. Consequently, ethically and morally they are doing the right thing. Bibliography Categorical Imperative Explained. (2012, April 12). Retrieved from Everything Explained: http://everything. explained. at/categorical_imperative/ (1993). In J. W. Ellington, Grounding for the Metaphysics of Morals (p. 30). Hackett. Kant, I. (1785, 1993). Grounding for the Metaphysics of Morals 3rd ed.. . In J. W. Wllington. Hackett. Rachels, J. (2012). The Elements of Moral Philosophy. McGraw-Hill. Reason – Wikipedia, the free encyclopedia. (n. d. ). Retrieved from http://en. wikipedia. org/wiki/Reason Chicago: Reason – Wikipedia, the free encyclopedia, http://en. wikipedia. org/wiki/Reason (accessed April 17, 2012). The Elements of Moral Philosophy. (n. d. ). Retrieved from http://jamesrachels. org/78improvedsentences. htm Chicago: The Elements of Moral Philosophy, http://jamesrachels. org/78improvedsentences. htm (accessed April 17, 2012).

How Do Psychologists Research Being in Love?

How have social psychologists researched ‘being in love'? What is love? According to McClelland (1986) â€Å"the mainstream view of love is that it is a state that arises from people mutually reinforcing each other or providing benefits to each other†. This is just one view and love is not that easy to define in one statement. The meaning of love is vast and there are a number of psychological theories that try to define and establish what this concept is. Being in love implies sexual desire and excitement, â€Å" the common expression that people use to describe their passionate desires for one another† (Martin, Carlson & Buskist, p 758). In order to examine the question as to how have social psychologist researched ‘being in love’, it will be necessary to discuss some of the theories that have been put forward, and look at their interpretation of the concept of ‘love’. The works of Robert Sternberg (1986,), John Lee (1973) Carlos Yela (1996) and Hatfield & Walster (1978) will be referred to in exploring the question of being in love Psychologist and Social Scientist Robert Sternberg (1986) proposed his triangular theory which categorised love relationships into three â€Å"orthogonal dimensions† which are intimacy, passion and commitment/decision commitment. Sternberg (1986) argues that without these three dimensions, you don’t have love. â€Å"Each dimension contributes to the quality of love in a relationship. The quality of a relationship is represented by the relative magnitude of each component† (Hassebrauck & Buhl, 1996). The first component, intimacy, refers to the feeling of warmth, closeness, of bonding and of connectedness with someone in a loving relationship. Intimacy comes about when information or secrets are shared between two people and no one else. The second element is passion. Passion leads to romance, which is an essential element, according to Sternberg, in a love relationship. Passion involves sexual consummation and physical attraction. The third element, commitment/decision commitment is a choice that is made by an individual to remain committed in a relationship. Although Sternberg theorized that the three elements are necessary to have love, he also went on to show that when one or more elements are missing, many variations of love are derived. Sternberg came up with seven different kinds of love that are liking, nfatuation, empty love, romantic love, compassionate love, fatuous love and consummate love. These seven variations form his triangle. One is able to easily identify the kind of love that is being expressed by looking at the mixture of elements that it is made up of. Carlos Yela (1996) proposed a structural theoretical model of love, which introduces some variations of Sternberg’s Triangular Theory model (1986). This was done to veri fy the usefulness of Sternberg’s theory to try to prove his four components: Erotic Passion, Romantic Passion, Intimacy and Commitment. The dynamic side of the model was tested and the results conclude that Sternberg’s model can be used as an explanation for love. Some weaknesses of Sternberg’s theory (1986) are that outside of the western world, it is invalid, as a different value system exists in non-western societies where the components of love are not emphasized by intimacy, passion and commitment. Thus this theory cannot be applied across cultures. Also, according to Acker and Davis (1992), there were many gaps in his research in that firstly, the population was not widely represented, as these were graduates and under graduates with ages ranging from 18 – 28 years. Also, the time frames on which this theory is based, where Sternberg states that as commitment speeds up, intimacy grows and where intimacy declines over time, is not mentioned. John Lee’s (1973) book ‘The Colors of Love’ used an analogy of colour wheel as a â€Å"conceptual scaffold† to compare his Love Styles. He went on to state that just as there are three primary colours on the wheel, so too there are three primary Love Styles. They are Eros, Ludus and Storge. Also, he went on to say that just as we can combine the primary colours on the colour wheel to produce secondary colours, so too can this be done with Love styles. Many combinations can be derived from this, but focus was placed on the three secondary love styles, which are Mania (Eros + Ludos), Pragma (Ludos+ Storge), and Agape (Eros + Storge). Eros is a passionate, physical love based on physical appearance and beauty. It entails a deep physical attraction, based primarily on sexual pleasure. Ludus love is classes as ‘game-playing’ where love is treated as a contest or sport. There is almost no commitment as when the relationship becomes too boring, they move on to their next conquest. Storge love is an affectionate love that slowly develops and is based on friendship or companionate love, and is considered to be honest, loyal, and mature. Mania is possessive love that is highly emotional where there is jealousy, obsession and conflict. Pragma love is pragmatic or logical love where individuals take a practical or rational approach in selecting their partner with the view that both parties benefit from the relationship and that they are compatible for each other. Agape love is selfless where there is unconditional caring, forgiving, and giving. Sacrifices are made for love and the happiness of the partner is put above their own. Hendrick and Hendrick (1988) stated that within a relationship, men and women use more than one love style and over time, the styles may vary. Hatfield & Walster’s (1978) book ‘A New Look at Love’, separates passionate love from companionate love. Hatfield et al (1978) describes passionate love as a state of intense physiological desire/longing to be with the other person, and companionate love as the feeling of affection, mutual understanding and respect for the people in our lives that we have deep feelings for. Hatfield spent a great deal of her professional career investigating passionate love (Livermore, 1993) and what was proposed to explain this were three factors: – physiological arousal, appropriate love object and cultural exposure. Passionate love occurs when physiological arousal is experienced in the presence of someone that the love label has been placed on and we term this as being in love as our culture teaches us this Passionate love is seen to be transitory, only lasting a short time, which then leads on to companionate love or friendship. Hatfield (1978) believed that the existence of both companionate and passionate love at the same time in a relationship to be rare to almost impossible, even though this combination is seen to be the ideal balance where there is security and stability of companionate love with the intensity of passionate love. There is evidence in support of this theory by Dutton & Aron (1974) Love on a suspension bridge wherby men were interviewed by an attractive woman whilst standing on a low and high suspension bridge. The results supported the hypothesis that the men on the high suspension bridge would feel more attracted to the woman than those on the low suspension bridge. This was assumed to be the case as because of their height there was an increase in their physiological arousal and as a result they mistook this for sexual attraction in the presence of the attractive woman. In conclusion, we have seen that there is no single definition of love and the each psychological view is different from the other. There is no hard and fast definition of love and what being in love is. We have also see how useful the different interpretations and viewpoints are. The psychological theories of love provide partial explanations for this most intense of human emotion. In summary, after examining the various theories, we can conclude that love is a complex subject of which there will always be new theories evolving as human life progresses and no one answer REFERENCES Acker, M. , & Davis, M. H. (1992). Intimacy, passion, and commitment in adult relationship: A test of the Triangular Theory of Love. Journal of Social and Personal Relationships, 9, 21-50. Dutton, D. G. and Aron, A. P. (1974). Some Evidence for Heightened Sexual Attraction Under Conditions of High Anxiety. Journal of Personality and Social Psychology, 30, 510-517. Hatfield, E. , & Walster, G. W. (1978). A new look at love. Lanham, MD: University Press of America. Hendrick, C. , and Hendrick, S. S. (1988). Lovers wear rose coloured glasses. Journal of Social and Personal Relationships, 5, 161-183 Hassebrauck, M. , Buhl, T. (1996). The Journal of Social Psychology, 136, 1, 121-122 Lee, J. (1973). The color wheel model of love. Chicago: Addison. Livermore, B. (1993). Lessons of love. Psychology Today, Mar/Apr 93 Martin, G. N. , Carlson, N. R. and Buskist, W. (2007). Psychology. 3rd edn. Essex: Pearsons Education Ltd. McClelland, D. (1986). Journal of Personality, 54, 2 , 334 – 353, Duke University. Press Sternberg, R. J. (1986). A triangular theory of love. Psychological Review, 93, 119-135. Yela, C. (1996). Componentes basicos del amor: Algunas matizaciones al modelo de R. J. Sternberg [Basic components of love: some refinements to the model of R. J. Sternberg]. Re-vista de Psicologia Social, 11(2), 185-201.

Performance Training for the Tactical Athlete Research Paper

Performance Training for the Tactical Athlete - Research Paper Example Nonetheless, experts’ advice that there is a limit beyond which no more increase in performance can be added by any additional stimuli (American College of Sports Medicine, 2006). They argue that this threshold is vital since it signifies the importance of time duration during an exercise. These are things that competitive athletes are too much aware of and have to be taken into consideration in any given exercise (Hamilton and Luttgens, 2002). Training specificity is said to be one of the key principle of exercise physiology. The principle holds that for an athlete must focus much on training as a way of improving performance. Therefore, the training program must reflect all the demands of the athlete’s specific movements as possible. This not only applies to the neuromuscular system, but also to the movement patterns of the exercise, intensity, and duration of the exercise (Baechle and Earle, 2008). Training experts argue that training specificity helps muscles to adapt to the kind of sporting activity that an athlete is involved in. As such, many athlete trainers do this by ensuring that the training program goes slightly beyond what may be expected in the field. For instance, an athlete who participates in short distance running such as 100 meter race may be required to make a four hundred meters laps round the field so as to enable his muscles adapt effectively for a short distance running. This explains why long distance runners tend to find it easy participating in short distance races without any metal or physical problem. Specificity has also been favored because it lowers the risk of injury during the athletic period because it adapts the body to the sport (Cinea, 2007). Nevertheless, many athletes are neglecting this principle during training, which has seen many athletes getting injuries that can easily be avoided. For instance, many long distance runners fail to complete races due to their inability to endure the race. Experts note

My summer place(after I read once more to the lake) Essay

My summer place(after I read once more to the lake) - Essay Example My two brothers and I would visit Crystal Lake twice a year, usually during our summer break. The years had passed, and the inevitable had happened, we had all grown apart. One of my brothers moved to the east, the other to the west, and we hadn’t spoken in quite some time. It was the morning of my birthday. I was staring out the window at the rain pouring from the ceilings of the heavens, covering the streets turning them into a swarm of distant rivers. I lay on my bed dreaming about the calmness of the lake and the never ending beauty that I for so long had seemed to have forgotten. For it was now only a dream inside my empty soulless mind. Too many years had passed and too many things had been forgotten. The memories were now merely a torn out page of an old book I had lost. And I too, just like that book, had been lost as well. The thoughts circling around in my head, like a dusty wind storm, started to give impressions of eagerness. I knew deep down inside me, that I couldn’t just sit here, on my birthday, again. I collected all of my unorganised thoughts and compiled them into one, sensible plan. I decided that I would venture off back to Crystal Lake. If I didn’t go, I knew I would eventually be driven to insanity. I also determined that I would give my brother’s a call. I hadn’t spoken to them in years, but I knew that Crystal Lake wouldn’t be the same as it was back when we were young without them. Unfortunately, neither brother was home when I called, so I left a message on their answering machines. I informed them that I would be returning to our spot, although I doubt they cared. But that wouldn’t stop me. I would still go on my quest back to Crystal Lake. I packed all of the relevant camping equipment, my large tent which I had kept all these years, together with an assortment of blankets. I had never been much of a fisherman, so I decided to prepare some food to take with

Marketing for Dell Computers Essay Example | Topics and Well Written Essays - 2750 words

Marketing for Dell Computers - Essay Example On account of promoting their printer business I am to describe their marketing management team the basic concepts of marketing related techniques to promote the sales of printers. Based on an overall analysis regarding past performances of the company, I adopted a systematic plan of marketing strategy for the promotion of company’s printer sales. I find this marketing strategy is worth for their management to achieve the objective within minimum time frame in an efficient and effective manner. On the basis of the case study on the company’s performance, and further analysis, I prepared a report incorporating various aspects and techniques of marketing management and submit to the Chairman-cum-CEO of the company. This report will definitely be a suitable guide for senior management team of M/s Dell Computers which would as I presume, rejuvenate the team for delivering their maximum efforts in a right perspective for achieving the goal. In this report the different stages of marketing, marketing approach, targeting, positioning and related relevant topics are explained. As a result to the efforts taken by me for the research and analysis , the best possible techniques and application of marketing management are narrated in this report and necessary recommendations compiled from the analysis are also mentioned at the end. The top management of the company must adhere to the guidance on account of rendering their best services to ensure improvement in sales of printers by reaching right customers across the difference parts of the world in right time. Here is a marketing related quote.† (Contardo 2004). Once Mr Peter Drucker, an eminent management thinker and the father of business consulting stated that "Because the purpose of business is to create a customer, the business enterprise has two--and only two--basic functions:

Business ethics Research Paper Example | Topics and Well Written Essays - 1000 words

Business ethics - Research Paper Example Business ethics is defined as the rules that govern the operation of an organization. Every business operates with a view of making profits. A business that adopts an ethical approach to their operations are more profitable than those that lack a clearly stipulated code of conduct (Weiss 72). Therefore, it is necessary for those businesses aiming to raise their profits to adopt and set an ethical approach that will govern the conduct of the employees and their mangers to enhance discipline and integrity. The levels of business ethics Business ethics is classified into the following three classes; the macro level, the individual and the corporate level. The macro level of business ethics defines and stipulates the role of business in the international fraternity. It further elaborates the different political and social systems like the free enterprise, centrally planned economies among others. The business tends to differentiate between ethical and unethical; this is usually called th e proper behavior at this level. Finally, this level defines the international ties and the role of business on the international scale (Weiss 74). The corporate level brings out the corporate social responsibility (CSR). This is usually defined as the obligations that different companies and business have in society, for example, education, health and others. This level also discusses the ethical issues facing individual and corporate entities (both private and public) when formulating and implementing strategies (Weiss 75). At this level, the behavior of employees both inside and outside the business is also checked. This is done to avoid mistrust, abuse of office and the separation of ownership within the management team, which is checked against business and personal interest. The individual level looks at the behavior and actions of individuals within organizations. An individual’s business ethics may be reliant on the personality, peer pressure, and the socio-political environment in which the person is exposed to. Importance of business ethics Business ethics can be regarded as an essential factor in the world of businesses. Ethics apply in all stages of development, starting from the production of a product, sales and marketing, customer handling, and finance. The role played at every stage is crucial in enhancing business success and gaining of corporate social responsibility. Therefore, it is critical for every business to adopt some ethics in its operations (Weiss 75). Every business strives to maintain the integrity in the face of the customer in an effort to build loyalty and respectful clientele relationships. It is also crucial to maintain goodwill of the business and to control the returns or try to maintain those returns, which in the long run bring the lasting solutions of the business success. The ethics also define the way the customer’s issues are handled, especially in the case of complains and seeking professional advice (W eiss 75). The customer tends to be influenced more by the services than the product a business is providing; therefore, handling such issues becomes a crucial issue for the business. When this is done ethically, the business creates a customer base, which is not easy to achieve without business ethics. It is essential for every wing or department to adopt an ethical strategy in various business responsibilities. This should extend to the various stakeholders including shareholders, employees and the community at large. Sometimes, it is hard

Motivation Essay Example | Topics and Well Written Essays - 1000 words

Motivation - Essay Example This is an interpretation of the fact that organizational goals have been attained with the inclusion of motivational strategies among the employees. In all organizations, it is the responsibility of the managers to ensure that the employees are always motivated through a study of the needs of these employees and organizing them according to the needs of the staff. In this case, therefore, the cases of dissatisfaction among the employees will be minimal since assessment of the needs of the staff are well scrutinized, making the employers have a chance to motivate these employees towards attaining the performance of the entire organization. Moreover, motivation has been accredited for its ability to drive the employees towards goal attainance, by aiding the employees get over the factors that restrained goal achievement (Gerhart, 2005). In light to this argument, motivation can be described as the direction towards setting the pace for goal attainment and completion. If the managers h ave the need to make their organizations achieve the best, the desire for accomplishment can only be possible if they motivate the employees. However, Herrera (2002) cautions all the managers against applying motivational strategies in the organization prior to consulting the employees on their opinions. In turn, the organization enjoys productive employees, who are self directed towards making tangible decisions regarding the organizational objectives. Studies indicate that employees who are motivated are more enthusiastic and are constantly on the move to ensure that the organization attains the best through dedicated service. These groups of motivated employees must be treated with utmost respect as are the custodians of the organizations. This is emphasized in the work by Holton, Dent & Rabbetts (2009) who argue that employee preparedness cannot be overruled in a discussion of successful organizations. From the research compiled by Panisoara & Panisoara (2006), high-quality perf ormance in organizations is greatly correlated with motivated workers. In the quest to achieve organizational goals, apposite motivation among the employees has led to the employees having the ability to deal with any form of challenges that they may face. This is also linked to the fact that the managers always allocate roles to the employees that are best suited so that they get contented while performing them. An industrial company mainly depends on human labour to achieve its goals. Human labour comprises of about 50 percent of the most valuable assets in these organizations. According to Ramlall (2004), employees in manufacturing companies carry the biggest responsibility on whether the company competes relatively in the market. As almost all companies do, they should try as much as possible to retain their current group of employees. In HS Engineering, the decrease in profits and turnover may be attributed to sloppiness among employees. With multiple operations going on in the company, motivation and rewarding of employees should be the first priority if they have to get back to their profit making ways. In an argument by Schepers, et al., (2005) an organization where the needs of employees are ignored, the turnover and profits rate must be at their lowest levels. Organizations must consider several factors when dealing in employee’s welfare. For instance, the cost of acquiring a new labour workforce in the United Kingdom is very costly. The U.K as a developed country, individuals

International Monetary Fund and World Bank Essay

International Monetary Fund and World Bank - Essay Example "Due to their considerable financial resources, technical assets, and global presence, the IFIs1 (i.e. the World Bank and the IMF, S.K.) have the capacity to assist in maintaining or recreating an environment of peace and stability."2 The World Bank's focus is on the provision of long-term loans to support development projects and programs. The IMF, on the other hand, concentrates on providing loans to stabilize countries facing short-term financial crises. The World Bank and IMF are directed by the governments of the world's richest countries. Combined, the "Group of 7"3 holds more than 40% of the votes on the Boards of Directors of these institutions and the U.S. alone accounts for almost 20% of the votes. It was the U.S. policy during the Reagan Administration in the early 1980s, to expand the role of the World Bank and IMF to manage developing economies4. The statutory purposes of the IMF are, first, utilizing a permanent institution for the purpose of ensuring international monetary cooperation which also makes available expertise to deal with relevant problems. Second, bringing about an increase in the balanced growth of international trade, which will result in significantly reduced levels of unemployment. Third, ensuring that the stability, orderly arrangements and avoidance of competitive depreciation in respect of exchanges is maintained. Fourth, elimination of restrictions which hinder world trade by helping in the establishment, in respect of current transactions, between members. Fifth, reducing the duration and lessening the amount of disparity in the international balances of payments of members5. Their fundamental difference is that the World Bank is primarily a developmental institution whereas the IMF is a cooperative institution that seeks to maintain an orderly system of payments and receipts between nations. Each has a different purpose, a distinct structure, receives its funding from different sources, assists different categories of members and strives to achieve its distinct goals through methods specific to itself. The primary aim of the World Bank was the financing of economic development and accordingly, the Bank's first loans, during the late 1940s, were disbursed in order to finance the reconstruction of the war-ravaged economies of Western Europe. When these nations recovered some measure of economic self-sufficiency, the Bank turned its attention to assisting the developing countries, to which it has given more than $330 billion as loans. The World Bank's main aim is to promote economic and social progress in developing countries, by bringing about an increase in their productivity in order to enable their citizens to have a better quality of life6. The IMF is involved in key policy negotiations with regard to the exchange rate and the budget deficit. The monitoring of country's economic performance by the IMF provides the basis of so-called IMF surveillance activities over members' economic policies. The World Bank, on the other hand, is far more involved in the actual reform process through its country-level representative office and its numerous technical missions. Moreover, the World Bank is also present in most of the line ministries; the reforms in health, education, industry, agriculture, transportation, the environment, and so on are under

Preparation, Pre-Negotiation, Negotiate and Post Negotiation Essay

Preparation, Pre-Negotiation, Negotiate and Post Negotiation - Essay Example Negotiations will start with identification of the common concern that the parties differ on, then educating each other on the needs and interests of each party follows and finally settlement options are discussed whereby the parties will bargain on the decision to be made. Negotiations occur on all aspects of life including, businesses, government and families and its chief aim is to act as a method of dispute resolution since disputes are bound to occur because people will have varying opinions on matters affecting their undertakings every day (Moore, 2011). In this regards, negotiation will have four stages, which are aimed at ensuring successful dispute resolution and they are: preparation, pre-negotiation, negotiate and post negotiation. Pre-Negotiation This is the first stage, and it occurs because prior to negotiations a decision has to be made with regards to when, the location of the meeting and who will attend the meeting so as to there is a clearly laid out plan to avoid d elays. This stage will ensure that all the parties have intelligence on the information to be discussed so as ensure that everyone’s position is known. Pre-negotiation helps in knowing the tactics to be used so as to avoid further conflicts and ensure that time is not wasted during the actual negotiation meeting. Preparation At this stage, clarification and prioritization of the facts of the dispute are made and this helps in distinguishing the facts from assumptions in the issue of concern. Questions and test assumptions are laid down, which help considering the range of the potential outcomes of the negotiation procedure. Strengths and weaknesses of the two opposing sides are considered, and this is helpful in trying to ascertain the best outcome. The Negotiation At this stage, items on the agenda or the issue of concern are discussed and questions are used on both parties so as to control the negotiation process. This stage is aimed at seeing an end to the agreement and th e problems are discussed so as to reach the best decision. This part is crucial as failure to come to an agreement thwarts the negotiation process and people need to understand the need for motivation and negotiating behaviors so as to ensure that everyone is satisfied with the decision that has been arrived at. Post Negotiation After a negation, there needs to be a follow up so as to ensure that the conflict does not occur again, and the decision is implemented. At this stage, what has been agreed on is recorded and articulated so as it can act as a reference incase the same issue comes up again in the future. Relevant people are notified on the decision that has been made, and all the facts about the final decision including benefits and limitations are communicated. Implementation of the agreement follows, and administrative procedures are set up, which are aimed at monitoring the progress in solving the problem that existed. Finally, evaluation of the negotiating performance is conducted which ensure that the decision arrived at is viable. (2) a. Definition Of Supply Chain Management And How It Connects To Purchasing. Supply chain management refers to the procedures that an organization puts in place to ensure that goods move raw materials and are delivered to customers when they require them (Farmer, Jessop & Jones, 2008). It deals with making a product and service and ascertaining that they are delivered to the customer and it will consist of five main components. The first one

Review of Michael vey Essay Example for Free

Review of Michael vey Essay The book I read was Michael Vey The Prisoner Of Cell 25 by Richard Paul Evans. This book was an action, adventure based young-adult fiction and it is based in modern day California. It revolves around a boy named Michael Vey and his two friends Ostin and Taylor. While Michael might seem like a loser to people because he is skinny and does not talk much he actually is the most powerful being on earth. He can transmit electricity through anything that can conduct it including humans! The book is mainly about how Michael has powers and has to hide them until his mother is abducted and he goes to find her but also finds out about other kids like him and there is this organization that uses them in a plan to control the world. The adventure is mostly told through the point of view of Michael but occasionally switches to a 3rd person view of the whole surrounding. I think that the author forges sentences that put you in the room and make you feel the pain and the frustration of the characters. The author perfectly mixes the real world with the abnormal events that happen to Michael Vey. The author starts out with a mysterious call between two men talking about blowing up a commercial airliner, which automatically sucks the reader into the book. It then transitions to the story of this boy named Michael Vey and while it all might seem perfectly normal the author then throws a curveball and introduce the powers that this boy possesses. The thing that I did not like is how he stalled the story after that. He introduced the fact that this skinny 14 year old kid can fry a person by simply touching them and then goes on to describe his boring day at school. Who does that? Although it annoyed me at first I was grateful that Richard Paul Evans (the author) did that with the story. If he did not we would have never met Taylor the crush in Michaels life. Who we later find out has the ability to reboot someones brain like a computer and can also read  someone’s mind. Then when he has introduced every-thing he takes a sharp turn into a different direction by having Michael’s mother and Taylor kidnapped by the Antagonist, and then begins the intense series of events. I like how the author controls the mood in this book. Initially the mood is very calm and it is unemotional eases you into the story. Then the mood changes rapidly for the rest of the story especially after Michael’s mother is kidnapped changes into an intense series of thrilling events kidnaps his mother. I would say that depending on the scene the author would either use a calm but sympathetic tone or and intense and aggressive tone He uses imagery a lot in his book when he describes different parts of the building structure that they are trapped in or he will depict an emotion that a character is feeling to an extent that you can relate to. For example when the antagonist puts Michael into a cell and manipulates his fears you really can see that play out in your mind. I think that in this book at least for me there were no boring slow parts. I just wanted to read more which is strange because usually all books have slow parts but this author mixes the right amount of suspense into each part that you want to find out what will happen next whether it is when the character and his mother are just talking or the character is in the rage of battle. This book reminded me of another amazing book with the same concepts. I can relate this to another book I read called Daniel X. I can relate because like Michael Vey prisoner of cell 25 Daniel X Keeps the world around the character normal while only making the events that happen to the character a sequence of abnormal events. Another book I can relate it to would be Max by James Patterson. I think that the author creates a perfect blend between past and present personal conflicts. He incorporates the setting by describing it vividly to the reader but also describes the characters reaction to the setting change so that the reader can relate to the characters feelings. I think that this work is a very well put together book. Even though In the earlier questions I make it sound like a ten on ten this book is not. I rate this book a 9/10 for the soul reason that it was on a very directed path and you could the events that were going to happen before they did by just reading the book. Even the twist that the author put in were not that book which made some of the book predictable and who really wants a book in which they know everything that is going to happen. In this book I had a lot of moments of truly being astonished by the characters views and what they would say. The line that meant the most to me in this book was when The Antagonist had given Michael Vey an ultimatum of either killing a innocent man or letting his mother die. Michael’s response to this was, â€Å"My mother would rather die then see me become a murderer† I liked this because it showed both the justice and willpower of Michael. I say this because I know for a fact that I would have killed that man because even if it would be the wrong thing to do I would take his life for my happiness. This was an amazing book and even though I did not want it to finish I enjoyed the ending greatly I think that I would give the ending of this book a 10/10 because it was an amazing way to finish of the book in such a way that there can be a sequel but it also did not end it happily. I say this because even though him. In conclusion I think that this book is a 10/10. Maybe I am being too kind but I really enjoyed it. Like all books it had its slow parts but even those were page-turners and they built up to the best parts of the book. I think that the character Michael Vey himself was very well made and even though he had superpowers he had his quirks, which made the book more relatable and fun to read.

Introduction To Psychology Essay Example for Free

Introduction To Psychology Essay Sylvia is 28 years old, stay-at-home mother raising two small children with her husband, who travels frequently for his work. Sylvia finds herself feeling bored and isolated a lot of the time. She finds herself overeating and then feeling bad about her weight gain. She has trouble sleeping at night and takes frequent naps during the day. She has persistent thoughts that she is an unlikable person and cannot manage to do anything right. She feels guilty that she is not a good enough mother to her children. When her husband is home, she questions if he loves her and secretly wonders if he does not. She feels hopeless that her life will get better and no longer enjoys doing things that she once did. It appears that Sylvia is struggling with Major Depression. In regard to case study 2, Sylvia’s husband is traveling a lot and not home very much. She is raising two children and doesn’t work. Sylvia questions if her husband still loves her and she feels hopeless, and no longer enjoys things she once did. Sylvia finds herself over eating and feeling bad about her weight. In addressing these issue Sylva is having, I’d like to address Charles Darwin’s evolutionary theory. The need to belong, having social bonds with family, friends, co-workers, our spouse creates a sense of happiness and joy in people. Humans are social beings by nature and when something good is happening in their lives and they share it with others, it makes them even feel better about the good news. People spend a great deal of time thinking about relationships, the joy and happiness these relationships bring them. When our need for social bonding is satisfied in balance with two other basic psychological needs, autonomy (a sense of personal control) and competence, we experience a deep sense of well being, and our self-esteem rides high (Myers, 2014). Therefor, ones self-esteem is gauged by how valued, loved  and accepted they feel. In the case with Sylvia she is suffering from attention and isolation not only from her husband, but other people. She is lacking a social bond with her husband because he is not around much and she has little social interaction with people because she is a stay at home mom. Sylvia is also lacking a career and that would challenge her and give her a feeling of accomplishment and being needed. Although Sylvia has children that need her love and attention, Sylvia is feeling isolated and lonely because of her need to interact with her husband who is not paying enough attention to her. Her husband is not acknowledging and praising her enough for how hard she works to raise the children and keep the home up. Which is making her feel ignored and unneeded, causing her to question herself worth and her husbands love for her. Sylvia is becoming depressed and using food for comfort and out of boredom. Because Sylvia is gaining weight, she feels unattractive, and her self-esteem is low do to her appearance and the lack of social interaction from her husband. Sylvia doesn’t feel loved by her husband, and most likely feels its do to her gaining weight and she thinks he does find her attractive anymore. Sylvia may feel her husband is ignoring her even when he is home because she is gaining weight. Sylvia’s husband ignoring her it’s causing her to feel rejected, which is causing her extreme pain and leading to her overeating and depression. There seems to be a lack of communication between Sylvia and her husband. The lack of communication, possibly even a silent treatment is causing Sylvia to feel hopeless because she doesn’t know what is wrong and she is longing, and in need of a relationship and attachment with her husband. The lack of outside interaction with other friends, family, and social events is causing Sylvia to feel isolated and lonely too. All of these environment stimulants taking place in Sylvia’s life maybe a direct cause to Sylvia’s depression. Sylvia is lacking the ability to pass on to the next level of the need for self-esteem, achievement, competence, and independence (Myers, 2014). Which could be contributing and triggering her major depression episode. A major depressive episode is not a disorder in itself, but rather more of a description or symptoms of part of a disorder most often depressive disorder or bipolar. A person suffering from a major depressive episode must have a depressed mood or a loss of interest in daily activities consistently for a minimum of a two-week time  span (Psych Central, 2013). In diagnosing the mood must reflect a change from the person’s normal mood. A person’s daily activities and functions, such as work, social routines and friends, education, family, and relationships must also have been negatively impacted by the change in their mood. A major depressive episode is also identified by presence of five or more of the following symptoms. The patient can show signs of significant weight loss or weight gain even not dieting or trying to lose or gain weight. The patient will also display a change in appetite almost everyday, either with an increase or a decrease in their normal eating habits. The weight change is typically set at an increase or decrease in weight of more than 5% per month. The patient will display a depressed mood almost the entire day and this sadness, emptiness, loneliness, crying, and distant is observed by others or indicted by the patient, is typically consistent every day for at least two weeks or more. Children may report the patient as being irritable or sad all the time. The patient can exhibit noticeable decrease in things, and pleasures they normally enjoy and love to do. These decreases in pleasures and activities that they normally enjoy will progressive decrease more and more everyday. The patient can have either insomnia or hypersomnia and is present everyday. Insomnia and hypersomnia can even alter from not being able to sleep at all, to sleeping all day. The patient will express feeling of worthlessness or even excessive inappropriate guilt almost everyday. The patient can have decreased ability to think and concentrate, even maybe very indecisive almost everyday. The patient may have repetitive thoughts of suicide without a plan or any idea of how they would kill themselves (Psych Central, 2013). As a general rule major depressive episode is not diagnosed when the patient has experience the loss of a loved one. Generally speaking, the above listed symptoms are common when morning the death of a loved one (Psych Central, 2013). Most practicing clinicians believe that depression is caused by equal combination biological, social, and psychological factors (Grohol, 2006). First off and most important is to get Sylvia’s major depression under control and she should be put on medication, an antidepressant, such as Zoloft to help treat her symptoms and stabilize her imbalance. I would recommend that Sylvia and her husband start psychotherapy together, such as marriage counseling to help repair their marital bond and help make her  husband more aware of how Sylvia is feeling. By making her husband more aware of how his wife is feeling and correcting the issues of lack of attention, lack of communication, lack of feeling needed, wanted and loved by her husband. Sylvia could also benefit from other forms of psychotherapy, such as group therapy. With Sylvia feelings of loneliness, isolation and worthlessness, it my opinion that putting Sylvia in a social environment, with other people experiencing similar problems, it will help her engage with others and identify with other people (Grohol, 2006). Psychotherapy can range from a wide variety of effective therapeutic treatments such as, cognitive behavioral therapy, behavioral therapy, interpersonal therapy, rational emotive therapy, to family therapy and psychodynamic approaches. Both independent and group sessions are commonly used, but it does depend on the severity of the depressive episode (Grohol, 2006). In this case study with Sylvia, my opinion would be to recommend her to get on an antidepressant and attend a group therapy, one on one cognitive behavioral therapy, and finally that her and her husband start family therapy. In my opinion it’s important to get both Sylvia and her husband working as a team together and making them both aware of how each is causing the other to feel and react. Sylvia’s doctor and psychiatrist should observe her for a period of time for the possibility of bipolar disorder. In many cases, mental disorders can be misdiagnosis, and really need observation from the doctor and therapy sessions to really pin point what is really going on with a patient. Many of these illnesses and disorders have symptoms and characteristics that are the same, so it’s important to work closely with your doctor and follow the treatment plans, including medication and therapeutic treatments, to accurately diagnosis and effectively treat the disorder correctly. References: 1. Grohol, J. (2006). Depression Treatment. Psych Central. Retrieved on August 12, 2014, from http://psychcentral.com/lib/depression-treatment/000646 2. Myers, David G. Exploring Psychology with Updates on DSM-5, 9th Edition. Worth Publishers, 06/2014. VitalBook file. 3. Psych Central. (2013). Major Depressive Episode Symptoms. Psych Central. Retrieved on August 11, 2014, from http://psychcentral.com/disorders/major-depressive-episode-symptoms/

Appropriation of Brand Extension

Appropriation of Brand Extension LITERATURE REVIEW This chapter intends to set the theoretical frame of the thesis by introducing the main areas needed to create the basis of our analysis, shaping the ways towards our own main purpose. Thus, it begins with the roots of brand extension and starts of with the concepts of brand, brand identity and brand hierarchy and then leads into brand extension and explains it as a means of growth for a brand. Narrowing down the scope, it goes into the typology of brand extension and identifies the successful and unsuccessful factors of brand extension. Finally it identifies certain rules for the success of brand extension and looks at different models used for the effectiveness of brand extension. 2.1 BRANDING: In todays world of increased competition and consumer awareness, the marketing of new products has become ever more complex. We have moved into a time where consumers are literate enough to choose their own products on the basis of their judgment and where competition among products and services gives them an opportunity to select the best product that would suit their need. Branding has become one of the most important issues in the launch of a new product. Having functional and emotional attributes attached to it, branding has gained popularity as consumer relates more and more to it. Historically examples of branding can be found as early as 9000 years ago when owners or manufacturers used to give distinctive and distinguishing symbol or name to their property or product. However it was the 19thcentury that arguably saw the dawn of the modern branding era and it was the industrial revolution that caused its birth. It was the industrial revolution that created the mass production t hat meant an ever- increasing proportion of people worked for a manufacturer and not themselves. They no longer needed to mark the products that they produced as their own; rather what they produced was collectively produced for one company. Before we proceed further, lets look more deeply into branding and then link that to the concept of brand extension. 2.1.1 DEFINITION AND EXPLANATION Different scholars have defined the word brand differently as different meaning or contexts have been attached to them. Balmer and Greyser (2003) have given the most explanatory definition of branding explaining both the traditional and their own perspective about branding. They have stepped forward from the traditional definitions of branding and have defined branding on the corporate level having corporate implications. According to them three type of definitions have been identified. The first two are traditional whereas the third one is the advanced version of branding which incorporates their point of view about branding. They are: Erstwhile. In its simplest sense a brand denotes a name, logotype, or trademark and was originally used to signify ownership as with branding of live stock. These are, increasingly, seen to be points of entry to the essence of a brand rather than the essence of branding per se. (Definition similar to the one given in Oxford Concise Dictionary) Established. This refers to the added values that a brand brings to a product. Products may or may not have brand values. Product brand values are superimposed by the organization by its marketing and communication experts and advisers. They are made memorable. In the main, such values are fashioned in the mind; not on the production floor. They are, essentially, synthetic. Whereas products are made in a factory, brand values exist in the mind. Brands can be timeless in a way that products may not be. However Balmer and Greyser(2003) have identified a new understanding about brands. They call this aspect of branding as emergent Emergent. While the category most certainly is established, the fundamental differences between this category and the other two are only beginning to be appreciated. This category refers to brands at the corporate level. Corporate brand values are not contrived; they need to be bona fide. The role of personnel and of culture in establishing and maintaining and understanding corporate brand values is of essence. In the words of Sir Michael Perry, a former Chairman of Unilever, brand is much more than a symbol to differentiate goods and services: In the modern world, brands are a key part of how individuals define themselves and their relationships with one another. More and more we are simply consumers We are what we wear, what we eat, what we drive. This description of brand explains that brand is much more than the physical and functional value that it holds. Its a bundle of attributes both functional and emotional. Thus brands not only meet our physical needs but also address our emotional needs. A blind test was conducted on Pepsi and Coca Cola. It was found that Pepsi was preferred over Coke in regards to its taste. Yet the sales of Coke are much higher than Pepsi that shows that despite being functionally better, people are emotionally attached to coke. Stephen King was Director of planning at one of the largest advertising agencies, J Walter Thompson, when he described brand as: People choose their brand as they choose their friends. You choose your friends not usually because of specific skills or physical attributes (though of course these come into it) but simply because you like them as people. It is the total person you choose, not a compendium of virtues and vices. 2.2 BRAND IDENTITY Brand identity refers to the public image of a product, line or service in the eyes of a consumer. McClendon (2003) considers that brand identity is something that exists in the minds and hearts of the consumers when they hear the name of the brand. He further adds that it is the identity of the brand that provides the real strength to the business. It is the visual link between the company and the consumer. Brand identity includes brand names, logos, positioning, brand associations and brand personality. Upshaw (1995) has identified brand identity as a brands DNA configuration. He supposes that the particular set of brand elements is blended in a unique way to establish how the brand will be perceived in the market place. According to Kapferer (2001), it is critical for each business to understand that the attributes of a brand represent the indispensable elements. Not all brand managers are aware of this. Yet in order to find out which of the extended brand elements is needed to me diate with the market, pre testing is done and this is considered to be the best method to avoid trails and errors. In his book, Aaker (2000) argues that a brand is more than a product. Creating an extension can benefit the parent brand by helping it break out of the box. According to him, there are several reasons for building a rich extended brand identity, reasons that are going to be illustrated in the following figure and explained underneath it. A richer brand identity is a more accurate reflection of the brand. Just as a person cannot be described in one or two words, neither can a brand. Three word taglines or an identity limited to attributes will simply not be accurate (Aaker, 2000, p. 54). Aaker (2000) considers that the identity of a brand represents what the brand stands for. Taking into consideration that the brand identity is inspirational, it must comprise and reflect the values and cultures of the entire organization. Moreover, customer concern should dominate the strategy of the business. And lastly, Aaker emphasizes in his picture that the extended identity provides a home for constructs that help the brand move beyond attributes. In particular, brand personality and symbols normally fail to make the cut when a terse brand position is developed, yet both are often extremely helpful strategically as well as tactically (Aaker, 2000, p.54). Balmer (2003) has emphasized on the concept of corporate identity and in his historiography model, we are currently in stage 4 in which the emphasis would be on organizational identity, corporate identity, corporate communication, corporate reputation and finally but most importantly corporate branding. 2.3 BRAND HIEARCHY TREE Brand structure can be illustrated logically by using the brand family tree together with all the related sub-brand branches. The figure below can be viewed as an organizational chart. The horizontal and vertical dimensions are grouped after numerous factors such as segment, product, quality and design (Aaker, 2000). The horizontal dimension shows the scope of the brand in terms of the sub brands that lie under the brand umbrella in the box visualized Colgate as a parent brand. The vertical dimension represents the brands and sub-brands that exist for an individual product- market entry (Aaker, 2000). The visualized overview of the whole brand guides the brand managers to keep an eye on its entire brand and to analyze if there are too many or too few. The question is how these brands can be reinforced, what message they deliver to the consumer and what improvements to the particular message can be done (Aaker, 2000). Keeping an eye on this hierarchy is quite important as it enables a company to identify the fit for new extension and also helps to maintain a clear vision of each product keeping in view the rest of the brands in the hierarchy. Thus its easy to maintain fit and leverage in brand extension with the help of this brand hierarchy. Every company would like to see its brand growing and prospering. Brands grow through two principle means. The first mean is called organic growth whereas the second one is called growth through extension. 2.4 ORGANIC GROWTH FOR BRANDS In this case making a brand or product frequently available or adding incentives to the brand makes it more popular. Sales of any one brand increase because what they have to offer becomes attractive to somebody, somewhere. Brands can be made more attractive by improving either the functional or emotional attributes of the brand. Thus in functional attributes we can improve any of the four Ps whereas in emotional one can improve the personality or image of the brand. A good example would be of Coca Cola and their distribution. Not only have they made it available from Atlanta to Zanzibar, from Moscow to Melbourne but also you can buy it from supermarkets, newsagents, cinema, restaurants, street corners, cafà ©, football stadium, pop concert and even at car parks where you have vending machine1. Whilst there are numerous marketing tools to achieve organic growth, this type of growth stems from three things: getting that brand used by more people, getting it used by the same people more often or getting people to use more of it on any of the occasions they use it in the first place. 2.5 GROWTH THROUGH EXTENSION The second and relatively newer way of growing brand is through extension, which is the core focus of this study. Before going into detail about how brands grow through extension, I will firstly define extension and try to differentiate the various types of extensions. Due to the relative immaturity of the concept, there is no standard definition of brand extension and various marketing scholars have given different definition to the same terminology. From the readings that I have conducted of books and research papers, its obvious that around a decade back scholars used to give a more generalized definition of brand extension. The generalization of the definition can be observed from the fact that brand extension was used for extension into both related and non-related products. The following definition will clarify my point of view. In a typical brand extension situation, an established brand name is applied to a new product in a category either related or unrelated, in order to capitalize on the equity of the core brand name (DeGraba and Sullivan, 1995; Pitta and Katsanis, 1995). Also certain research papers indicated that brand extension being generalized was then differentiated into two types as indicated by this piece of research work. Brand extensions come in two primary forms: horizontal and vertical. In a horizontal brand extension situation, an existing brand name is applied to a new product introduction in either a related product class, or in a product category completely new to the firm (Sheinin and Schmitt, 1994). A vertical brand extension, on the other hand, involves introducing a brand extension in the same product category as the core brand, but at a different price point and quality level (Keller and Aaker, 1992; Sullivan, 1990). In a vertical brand extension situation, a second brand name or descriptor is usually introduced alongside the core brand name, in order to demonstrate the link between the brand extension and the core brand name (e.g. Marriott Hotels, Courtyard Inn by Marriott). Most recently the word line extension has been given to extension done in the same product category whereas brand extension would refer to extension in unrelated products and in this study I will undertake this understanding of extension. Taylor (2003) has referred to them as direct and indirect stretch. Jobber (2003) has given the term brand extension to line extension whereas brand extension has been referred to as brand stretch. The current emphasis on the subject has been due to its enormous success. Consumers being the end users have become friendlier to the concept and are now accepting it as illustrated on the next page. Its obvious from this graph that consumers are becoming much friendlier to the concept then they were a decade ago and this shows the popularity of the concept and the frequency at which it has been used in the past decade. Lets get an insight into the various types of extension. 2.5.1 LINE EXTENSION OR DIRECT STRETCH Line extension is defined as being a variant of the same basic product. It might be a new flavor or a new size. Basically its a slight variation to the original product. Examples would be of Colgate. We used to have Colgate regular but now we have Colgate total, Colgate Max fresh Gel, my first Colgate for kids, Platinum, Deep clean etc. The basic purpose of this strategy is to encourage more people to use a brand. It can also be considered as a first step towards brand extension. But the only bad thing about too many variations in the products or having too many line extension is that it may confuse the user in regards to which product should he/she use. Also it may cause a cannibalization affect within the product range. 2.5.2 BRAND EXTENSION OR INDIRECT STRETCH Brand extension on the other hand would refer to extending your product range into a product category that wouldnt be commonly associated with it. A simple definition described below will illustrate my point of view. Brand extension is using the leverage of a well known brand name in one category to launch a new product in a different category. (Brandextension.org) Giles Lury in his book about Brand Watching has defined brand extension as: Brand extension is the use (and occasional misuse) of an existing brand name and equity to launch a product or service into a category or market not normally associated with that brand. (Lury, 1998) Thus in contrast to earlier scholars, who had generalized the concept of brand extension, new researchers have distinguished the concept well from line extension. 2.6 RATIONALE BEHIND USING BRAND EXTENSION Brand extension has gained a lot of popularity and is considered to be the key tool for launching new innovations. A survey was conducted by Brand gym in 2003 in which marketing directors were asked about brand extension. The following graph illustrates the response. The results indicated that 83% of the marketing directors thought that brand extension would be the main way of launching new innovation in the next two to three years. Yet research has also shown that only 50 percent of brand extension survives after the first three years. Firstly brand extension differs from line extension because where line extension offers customers more varieties or styles of the original brand in its original market, a brand extension takes an existing brand to pasture new ones. Taking Mars as an example we see that the original chocolate bar has been line extended into different styles including Mars Kingsize, Mars miniature and for a limited period Dark chocolate Mars. However when Mars launched the Mars ice cream, it entered a new market for the brand and as such had extended the brand franchise. Mars also extended into flavored milk drinks market with Mars in a bottle. The rationale behind brand extensions popularity is that its difficult and expensive to launch a completely new brand. The most often quoted statistic being that nine out of every ten new brands fail. New brands are therefore seen as a high, though sometimes high return strategy. On the other hand, brand extension is a cheaper and more reliable method of building on what already exists. Not surprisingly companies who have already invested a lot of money in creating a brand are keen to maximize its full potential. Finally it can be concluded that companies would like to leverage and thus give initial success to the new brand by exploiting the equity that has been established by the parent brand. 2.7 KELLER AND AAKERS WORK ON BRAND EXTENSION Keller and Aaker (1998) extending on their typology of product range extension and corporate brand extension have examined the impact of corporate marketing on a companys brand extension. In their research paper they have described how consumers evaluate brand extension in general and then concentrating on corporate brand extension, they have studied the impact of corporate marketing on consumer evaluation of corporate brand extension in the presence and absence of supporting product advertising. The initial research work describing product brand extension is as follows: Research on consumer responses to extensions of product brands, suggest that two key factors influence consumer evaluation. the types of association that make up the parent brand image the relationship between the parent brand and the extension product These factors affect the consumer belief about whether the new product fits as a member of the product line. In sum, the record therefore suggests that a variety of different associations for the parent brand can be transferred to an extension, assuming a basis of fit exists. Now an extension that they made in regards to brand extension was that they applied this concept to corporate brand extension. But before going further its important to know Aakers three dimensions of corporate credibility. They are: 1. Corporate expertise is the extent to which a company is thought able to competently make and sell its products and services. 2. Corporate trustworthiness is the extent to which a company is thought to be honest, dependable, and sensitive to consumer needs. 3. Corporate likability is the extent to which a company is thought likable, prestigious and interesting. This results gathered from this study have strategic implication both to the benefits/risks associated with brand extension and also to the effectiveness of brand extension. Thus a summary of the results are as follows. Firstly by showing that corporate marketing related to product innovation enhances perceptions of corporate credibility and extension fit, and thus much favorable extension evaluations, this study showed benefits for brands with reputation of high quality products. Secondly this study provided a more detailed account of particular dimensions of corporate credibility, namely corporate expertise, trust worthiness and likeability. Thus this study concluded that corporate expertise appeared to play a more influential role in evaluation of corporate brand extension than either corporate trustworthiness or likeability. Thirdly this study suggested the merits of leveraging a strong brand to introduce a new product. One advantage of using a brand extension strategy to name a new product is that a less concerted advertising effort may be necessary. To the extent that brands extensions are able to leverage existing parent brand associations in consumer memory, a company should find it easier to achieve brand image with an extension branding strategy instead of giving a new product a new name. The fact that corporate marketing activity impacted consumer evaluations of a corporate brand extension in the absence of any product specific advertising is further an empirical support for the benefit of adopting a brand extension strategy. Fourthly this study suggested that corporate marketing activity significantly influenced extension evaluations even when the extension was advertised on the basis of another image dimension point. Thus corporate image associations are more likely to transfer to an extension on the basis of the branding strategy. Lastly this study also suggested that where a company is in a situation of having a trade off between various strategies like reinforcing a strong association, strengthening a weak association or creating a new association, then it wholly depends on the situation of each of the elements to decide which strategy to choose. For example: In some cases, existing associations may be so strong that they may be better off emphasizing other information to fortify a weak or supply a missing association. 2.8 TYPES OF BRAND EXTENSION Limited work has been done on the typology of brand extension. From various research papers, books and websites that I have consulted regarding brand extension, very few have distributed brand extension into different types. (Brandextension.org) have generated the following typology of brand extension taking functional and emotional attributes of the brand into consideration. 1. Similar product in a different form from the original parent product. This is where a company changes the form of the product from the original parent product. An example is (frozen) Snickers Ice Cream Bars. The original Snickers bar is a shelf stable candy. The brand extension is a similar product, but in a different form. Jell-O Portable Pudding and Pudding Cups is Jell-O pudding in a different form and section of the store. 2. Distinctive flavor/ingredient/component in the new item. When a brand owns a flavor, ingredient or component, there may be other categories where consumers want that property. E.g. Peanut butter is a characteristic ingredient in Reeses Peanut Butter Cups candy. Chocolate is a characteristic ingredient of Hershey. Brand Extension Research identified Reeses Peanut Butter as a logical extension that capitalizes on this association. 3. Benefit/attribute/feature owned. Many brands own a benefit, attribute or feature that can be extended. E.g. Brand Extension Research showed Armor All brand was defined by automotive surface protection which can go beyond vinyl dressing. Paint needs protecting also. Arm Hammer owns a benefit of deodorizing. Their baking soda product has claimed that it removes odors from refrigerators, etc. As a result, they extended the brand into other products such as Arm Hammer underarm deodorant and cat litter deodorizer. 4. Expertise. Over time, certain brands may gain a reputation for having an expertise in a given area. Leverage can be achieved when extending into areas where this special expertise is deemed important. E.g. Hondas expertise in reliable engines led to lawn mowers, gas powered generators and a variety of other gasoline engine powered devices. What brand comes to mind when we think of baby products? Gerber. As a result of this acceptance of their expertise, they successfully launched Gerber Baby Powder, Gerber Baby Bottles, etc. Sara Lee is known for baked desserts, so why not other baked goods like bread. 5. Companion products. Some brand extensions are a natural companion to the products the company already makes. E.g. Contadina was a tomato paste and sauce brand. In brand extension research, consumers thought Contadina pasta was a logical companion product that would have the leverage of the Italian heritage of the parent. Aunt Jemima (the pancake mix brand) launched pancake syrup, as a companion to compete with Log Cabin syrup. 6. Vertical extensions. Some brand extensions are vertical extensions of what they currently offer. A brand can use their ingredient/component heritage to launch products in a more (or sometimes less) finished form. E.g. Nestlà ©s Toll House chocolate refrigerated cookies is an example. Most Toll House chocolate chips are used in cookies, so why not make a brand of Toll House chocolate chip cookies. Mrs. Fields Cookies were ready-to-eat. They offered frozen cookie dough, moving backwards as a vertical extension. Rice Krispies has always been used in kids treats. Kellogg offered Rice Krispies Treats ready-to-eat. 7. Same customer base. Many brand extensions represent a marketers effort to sell something else to its customer base. This works particularly well when that customer base is large and to some extent captive. E.g. VISA launched travelers checks directed to its credit card customers. 8. Designer image/status. Certain brands convey status and hence create an image for the user. E.g. Designer clothing labels have been extended to furniture, jewellery, perfume, cosmetics and a host of other items. Some brands promote a lifestyle and can extend to items that people wear, as a badge of identifying themselves with that lifestyle. The above-mentioned typology is quite useful as it indicate the key areas where extension is done along with the methodology used to extend the product line. Yet it must be said that not all research work would agree with this typology as it is felt that certain types confuses line and brand extension or in ways generalizes it more to extension rather than brand extension. For example: Adding attribute to the products in the same product line would be line extension and not brand extension. Still it is a good base for my research work and also for further research into the typology of brand extension. Aaker (1998) has described two types brand extension differentiating the concept on a corporate level. The first type described by him is product brand extension. A company makes a product brand extension when it uses an existing brand name distinct from its corporate name to introduce a new product outside its current product offering. With product brand extension consumers are often completely unaware of the company involved. The second type described by him is corporate brand extension. A corporate brand extension is one which relies on the corporate name to launch a new product . A corporate brand extension clearly identifies an organization with a product, and so evokes different reactions from consumers than a product brand extension. A corporate brand may create associations in consumers minds that reflect the values, program, and activities of the firm. 2.9 SEQUENTIAL STRETCHING AND UMBRELLA BRANDING Extension to parent brand is usually a sequential process in which brands are initially line extended and then brand extended. This sequential stretching of brands leads to the formation of a whole family of brands thus giving rise to the concept of Umbrella branding. As the name indicates, umbrella branding refers to extension of a parent brand into a variety of products such that a whole range of products would come under the same brand. Taylor (2003) has divided the sequential extension into three main steps namely core brand extension, direct stretch and indirect stretch. I will illustrate the concept using Dove as an example. Brand extension was a key driver of Doves explosive growth during the 1990s. Coupled with geographic expansion, it helped grow sales fivefold, to almost $1 billion. The brand continues to grow at 20 percent per year and is well on its way to hitting the $ 2 billion mark in the next few years. Let go through the sequential process and apply it to Dove. The first and most crucial step to be noted is that Dove didnt extend its product line until it had achieved the following two things. †¢ A strong bar business had been built †¢ The brand had satisfactory scores on attributes rating for mildness and moisturizing. An important thing to be noted is that extension took place only after Dove had secured its soap bar business and had improved it. Thus once there was strength in the brand, it extending it to other products. Stretching went through the following stages. Stage One: Core Range extensions: Dove remained a product brand with a single format at this stage. It extended (line extension) its product range by adding new versions such as sensitive skin that now accounts for up to a third of sales. Further growth of the bar through product and pack innovation, remains a key source of profitable growth. Diagrammatic illustration of this step would indicate the extension into the two types. Stage Two: Direct stretch: In this stage extension is done into markets that are quite relevant to the product line. In the case of dove, it extended its product range into bath and shower products. Yet till now dove is focused on personal washing. The key reasons of dove extension at this stage were strong product delivery and innovative packing that differentiated them from other products in the range. The following diagram illustrates their stretch in to shower and bath products. Stage three: Indirect stretch: Capitalizing on their skin care outlook, Dove decided to be ambitious and to move beyond the washing and bathing market. Although they started off selectively, they introduced products like deodorants and hair gels etc. that were once again a big success. This process of broadening a product range is referred to as Umbrella Branding as illustrated by the diagram given below. The dove success has been due to consistent marketing and a consistent communication campaign. Consistency has been a key part of building brand identity and has been an additional glue to tie together the extension. 2.10 BENEFITS AND DRAWBACKS ASSOCIATED WITH BRAND EXTENSION Brand extension being the most popular mean of brand growth has some surprising statistics. Success rate of brand extension is hard to find, especially as what constitutes a success varies enormously. Yet a survey conducted by OCC using a simple and effective definition of success (still being on shelf after six years after launch) found out that 50 percent of all brand extension fails. This figure is certainly an eye opener for most companies as half of the product fails using brand extension. Taylor (2003) has associated this huge failure figure due to Brand ego tripping and also gives effective steps to avoid it. But before we go into the detail of this concept, lets look into the benefits and drawbacks of brand extension. 2.10.1 BENEFITS ASSOCIATED WITH BRAND EXTENSION The remarkable popularity of the concept over the last decade is a confirmation of the fact that there are marked benefits that can be associated with brand extension. Taylor (2003) has described the consumer benefits of brand extension in which he has identified consumer knowledge, consumer trust and lower cost as the major benefits of brand extension. Tauber (1988) has differentiated the benefits on the basis of efficiency and effectiveness emphasizing more on the cost benefits. An existing strong brand promotes a new product or service as there is less need to create awareness and imagery. Thus in a way awareness is already present and the only thing left is Appropriation of Brand Extension Appropriation of Brand Extension LITERATURE REVIEW This chapter intends to set the theoretical frame of the thesis by introducing the main areas needed to create the basis of our analysis, shaping the ways towards our own main purpose. Thus, it begins with the roots of brand extension and starts of with the concepts of brand, brand identity and brand hierarchy and then leads into brand extension and explains it as a means of growth for a brand. Narrowing down the scope, it goes into the typology of brand extension and identifies the successful and unsuccessful factors of brand extension. Finally it identifies certain rules for the success of brand extension and looks at different models used for the effectiveness of brand extension. 2.1 BRANDING: In todays world of increased competition and consumer awareness, the marketing of new products has become ever more complex. We have moved into a time where consumers are literate enough to choose their own products on the basis of their judgment and where competition among products and services gives them an opportunity to select the best product that would suit their need. Branding has become one of the most important issues in the launch of a new product. Having functional and emotional attributes attached to it, branding has gained popularity as consumer relates more and more to it. Historically examples of branding can be found as early as 9000 years ago when owners or manufacturers used to give distinctive and distinguishing symbol or name to their property or product. However it was the 19thcentury that arguably saw the dawn of the modern branding era and it was the industrial revolution that caused its birth. It was the industrial revolution that created the mass production t hat meant an ever- increasing proportion of people worked for a manufacturer and not themselves. They no longer needed to mark the products that they produced as their own; rather what they produced was collectively produced for one company. Before we proceed further, lets look more deeply into branding and then link that to the concept of brand extension. 2.1.1 DEFINITION AND EXPLANATION Different scholars have defined the word brand differently as different meaning or contexts have been attached to them. Balmer and Greyser (2003) have given the most explanatory definition of branding explaining both the traditional and their own perspective about branding. They have stepped forward from the traditional definitions of branding and have defined branding on the corporate level having corporate implications. According to them three type of definitions have been identified. The first two are traditional whereas the third one is the advanced version of branding which incorporates their point of view about branding. They are: Erstwhile. In its simplest sense a brand denotes a name, logotype, or trademark and was originally used to signify ownership as with branding of live stock. These are, increasingly, seen to be points of entry to the essence of a brand rather than the essence of branding per se. (Definition similar to the one given in Oxford Concise Dictionary) Established. This refers to the added values that a brand brings to a product. Products may or may not have brand values. Product brand values are superimposed by the organization by its marketing and communication experts and advisers. They are made memorable. In the main, such values are fashioned in the mind; not on the production floor. They are, essentially, synthetic. Whereas products are made in a factory, brand values exist in the mind. Brands can be timeless in a way that products may not be. However Balmer and Greyser(2003) have identified a new understanding about brands. They call this aspect of branding as emergent Emergent. While the category most certainly is established, the fundamental differences between this category and the other two are only beginning to be appreciated. This category refers to brands at the corporate level. Corporate brand values are not contrived; they need to be bona fide. The role of personnel and of culture in establishing and maintaining and understanding corporate brand values is of essence. In the words of Sir Michael Perry, a former Chairman of Unilever, brand is much more than a symbol to differentiate goods and services: In the modern world, brands are a key part of how individuals define themselves and their relationships with one another. More and more we are simply consumers We are what we wear, what we eat, what we drive. This description of brand explains that brand is much more than the physical and functional value that it holds. Its a bundle of attributes both functional and emotional. Thus brands not only meet our physical needs but also address our emotional needs. A blind test was conducted on Pepsi and Coca Cola. It was found that Pepsi was preferred over Coke in regards to its taste. Yet the sales of Coke are much higher than Pepsi that shows that despite being functionally better, people are emotionally attached to coke. Stephen King was Director of planning at one of the largest advertising agencies, J Walter Thompson, when he described brand as: People choose their brand as they choose their friends. You choose your friends not usually because of specific skills or physical attributes (though of course these come into it) but simply because you like them as people. It is the total person you choose, not a compendium of virtues and vices. 2.2 BRAND IDENTITY Brand identity refers to the public image of a product, line or service in the eyes of a consumer. McClendon (2003) considers that brand identity is something that exists in the minds and hearts of the consumers when they hear the name of the brand. He further adds that it is the identity of the brand that provides the real strength to the business. It is the visual link between the company and the consumer. Brand identity includes brand names, logos, positioning, brand associations and brand personality. Upshaw (1995) has identified brand identity as a brands DNA configuration. He supposes that the particular set of brand elements is blended in a unique way to establish how the brand will be perceived in the market place. According to Kapferer (2001), it is critical for each business to understand that the attributes of a brand represent the indispensable elements. Not all brand managers are aware of this. Yet in order to find out which of the extended brand elements is needed to me diate with the market, pre testing is done and this is considered to be the best method to avoid trails and errors. In his book, Aaker (2000) argues that a brand is more than a product. Creating an extension can benefit the parent brand by helping it break out of the box. According to him, there are several reasons for building a rich extended brand identity, reasons that are going to be illustrated in the following figure and explained underneath it. A richer brand identity is a more accurate reflection of the brand. Just as a person cannot be described in one or two words, neither can a brand. Three word taglines or an identity limited to attributes will simply not be accurate (Aaker, 2000, p. 54). Aaker (2000) considers that the identity of a brand represents what the brand stands for. Taking into consideration that the brand identity is inspirational, it must comprise and reflect the values and cultures of the entire organization. Moreover, customer concern should dominate the strategy of the business. And lastly, Aaker emphasizes in his picture that the extended identity provides a home for constructs that help the brand move beyond attributes. In particular, brand personality and symbols normally fail to make the cut when a terse brand position is developed, yet both are often extremely helpful strategically as well as tactically (Aaker, 2000, p.54). Balmer (2003) has emphasized on the concept of corporate identity and in his historiography model, we are currently in stage 4 in which the emphasis would be on organizational identity, corporate identity, corporate communication, corporate reputation and finally but most importantly corporate branding. 2.3 BRAND HIEARCHY TREE Brand structure can be illustrated logically by using the brand family tree together with all the related sub-brand branches. The figure below can be viewed as an organizational chart. The horizontal and vertical dimensions are grouped after numerous factors such as segment, product, quality and design (Aaker, 2000). The horizontal dimension shows the scope of the brand in terms of the sub brands that lie under the brand umbrella in the box visualized Colgate as a parent brand. The vertical dimension represents the brands and sub-brands that exist for an individual product- market entry (Aaker, 2000). The visualized overview of the whole brand guides the brand managers to keep an eye on its entire brand and to analyze if there are too many or too few. The question is how these brands can be reinforced, what message they deliver to the consumer and what improvements to the particular message can be done (Aaker, 2000). Keeping an eye on this hierarchy is quite important as it enables a company to identify the fit for new extension and also helps to maintain a clear vision of each product keeping in view the rest of the brands in the hierarchy. Thus its easy to maintain fit and leverage in brand extension with the help of this brand hierarchy. Every company would like to see its brand growing and prospering. Brands grow through two principle means. The first mean is called organic growth whereas the second one is called growth through extension. 2.4 ORGANIC GROWTH FOR BRANDS In this case making a brand or product frequently available or adding incentives to the brand makes it more popular. Sales of any one brand increase because what they have to offer becomes attractive to somebody, somewhere. Brands can be made more attractive by improving either the functional or emotional attributes of the brand. Thus in functional attributes we can improve any of the four Ps whereas in emotional one can improve the personality or image of the brand. A good example would be of Coca Cola and their distribution. Not only have they made it available from Atlanta to Zanzibar, from Moscow to Melbourne but also you can buy it from supermarkets, newsagents, cinema, restaurants, street corners, cafà ©, football stadium, pop concert and even at car parks where you have vending machine1. Whilst there are numerous marketing tools to achieve organic growth, this type of growth stems from three things: getting that brand used by more people, getting it used by the same people more often or getting people to use more of it on any of the occasions they use it in the first place. 2.5 GROWTH THROUGH EXTENSION The second and relatively newer way of growing brand is through extension, which is the core focus of this study. Before going into detail about how brands grow through extension, I will firstly define extension and try to differentiate the various types of extensions. Due to the relative immaturity of the concept, there is no standard definition of brand extension and various marketing scholars have given different definition to the same terminology. From the readings that I have conducted of books and research papers, its obvious that around a decade back scholars used to give a more generalized definition of brand extension. The generalization of the definition can be observed from the fact that brand extension was used for extension into both related and non-related products. The following definition will clarify my point of view. In a typical brand extension situation, an established brand name is applied to a new product in a category either related or unrelated, in order to capitalize on the equity of the core brand name (DeGraba and Sullivan, 1995; Pitta and Katsanis, 1995). Also certain research papers indicated that brand extension being generalized was then differentiated into two types as indicated by this piece of research work. Brand extensions come in two primary forms: horizontal and vertical. In a horizontal brand extension situation, an existing brand name is applied to a new product introduction in either a related product class, or in a product category completely new to the firm (Sheinin and Schmitt, 1994). A vertical brand extension, on the other hand, involves introducing a brand extension in the same product category as the core brand, but at a different price point and quality level (Keller and Aaker, 1992; Sullivan, 1990). In a vertical brand extension situation, a second brand name or descriptor is usually introduced alongside the core brand name, in order to demonstrate the link between the brand extension and the core brand name (e.g. Marriott Hotels, Courtyard Inn by Marriott). Most recently the word line extension has been given to extension done in the same product category whereas brand extension would refer to extension in unrelated products and in this study I will undertake this understanding of extension. Taylor (2003) has referred to them as direct and indirect stretch. Jobber (2003) has given the term brand extension to line extension whereas brand extension has been referred to as brand stretch. The current emphasis on the subject has been due to its enormous success. Consumers being the end users have become friendlier to the concept and are now accepting it as illustrated on the next page. Its obvious from this graph that consumers are becoming much friendlier to the concept then they were a decade ago and this shows the popularity of the concept and the frequency at which it has been used in the past decade. Lets get an insight into the various types of extension. 2.5.1 LINE EXTENSION OR DIRECT STRETCH Line extension is defined as being a variant of the same basic product. It might be a new flavor or a new size. Basically its a slight variation to the original product. Examples would be of Colgate. We used to have Colgate regular but now we have Colgate total, Colgate Max fresh Gel, my first Colgate for kids, Platinum, Deep clean etc. The basic purpose of this strategy is to encourage more people to use a brand. It can also be considered as a first step towards brand extension. But the only bad thing about too many variations in the products or having too many line extension is that it may confuse the user in regards to which product should he/she use. Also it may cause a cannibalization affect within the product range. 2.5.2 BRAND EXTENSION OR INDIRECT STRETCH Brand extension on the other hand would refer to extending your product range into a product category that wouldnt be commonly associated with it. A simple definition described below will illustrate my point of view. Brand extension is using the leverage of a well known brand name in one category to launch a new product in a different category. (Brandextension.org) Giles Lury in his book about Brand Watching has defined brand extension as: Brand extension is the use (and occasional misuse) of an existing brand name and equity to launch a product or service into a category or market not normally associated with that brand. (Lury, 1998) Thus in contrast to earlier scholars, who had generalized the concept of brand extension, new researchers have distinguished the concept well from line extension. 2.6 RATIONALE BEHIND USING BRAND EXTENSION Brand extension has gained a lot of popularity and is considered to be the key tool for launching new innovations. A survey was conducted by Brand gym in 2003 in which marketing directors were asked about brand extension. The following graph illustrates the response. The results indicated that 83% of the marketing directors thought that brand extension would be the main way of launching new innovation in the next two to three years. Yet research has also shown that only 50 percent of brand extension survives after the first three years. Firstly brand extension differs from line extension because where line extension offers customers more varieties or styles of the original brand in its original market, a brand extension takes an existing brand to pasture new ones. Taking Mars as an example we see that the original chocolate bar has been line extended into different styles including Mars Kingsize, Mars miniature and for a limited period Dark chocolate Mars. However when Mars launched the Mars ice cream, it entered a new market for the brand and as such had extended the brand franchise. Mars also extended into flavored milk drinks market with Mars in a bottle. The rationale behind brand extensions popularity is that its difficult and expensive to launch a completely new brand. The most often quoted statistic being that nine out of every ten new brands fail. New brands are therefore seen as a high, though sometimes high return strategy. On the other hand, brand extension is a cheaper and more reliable method of building on what already exists. Not surprisingly companies who have already invested a lot of money in creating a brand are keen to maximize its full potential. Finally it can be concluded that companies would like to leverage and thus give initial success to the new brand by exploiting the equity that has been established by the parent brand. 2.7 KELLER AND AAKERS WORK ON BRAND EXTENSION Keller and Aaker (1998) extending on their typology of product range extension and corporate brand extension have examined the impact of corporate marketing on a companys brand extension. In their research paper they have described how consumers evaluate brand extension in general and then concentrating on corporate brand extension, they have studied the impact of corporate marketing on consumer evaluation of corporate brand extension in the presence and absence of supporting product advertising. The initial research work describing product brand extension is as follows: Research on consumer responses to extensions of product brands, suggest that two key factors influence consumer evaluation. the types of association that make up the parent brand image the relationship between the parent brand and the extension product These factors affect the consumer belief about whether the new product fits as a member of the product line. In sum, the record therefore suggests that a variety of different associations for the parent brand can be transferred to an extension, assuming a basis of fit exists. Now an extension that they made in regards to brand extension was that they applied this concept to corporate brand extension. But before going further its important to know Aakers three dimensions of corporate credibility. They are: 1. Corporate expertise is the extent to which a company is thought able to competently make and sell its products and services. 2. Corporate trustworthiness is the extent to which a company is thought to be honest, dependable, and sensitive to consumer needs. 3. Corporate likability is the extent to which a company is thought likable, prestigious and interesting. This results gathered from this study have strategic implication both to the benefits/risks associated with brand extension and also to the effectiveness of brand extension. Thus a summary of the results are as follows. Firstly by showing that corporate marketing related to product innovation enhances perceptions of corporate credibility and extension fit, and thus much favorable extension evaluations, this study showed benefits for brands with reputation of high quality products. Secondly this study provided a more detailed account of particular dimensions of corporate credibility, namely corporate expertise, trust worthiness and likeability. Thus this study concluded that corporate expertise appeared to play a more influential role in evaluation of corporate brand extension than either corporate trustworthiness or likeability. Thirdly this study suggested the merits of leveraging a strong brand to introduce a new product. One advantage of using a brand extension strategy to name a new product is that a less concerted advertising effort may be necessary. To the extent that brands extensions are able to leverage existing parent brand associations in consumer memory, a company should find it easier to achieve brand image with an extension branding strategy instead of giving a new product a new name. The fact that corporate marketing activity impacted consumer evaluations of a corporate brand extension in the absence of any product specific advertising is further an empirical support for the benefit of adopting a brand extension strategy. Fourthly this study suggested that corporate marketing activity significantly influenced extension evaluations even when the extension was advertised on the basis of another image dimension point. Thus corporate image associations are more likely to transfer to an extension on the basis of the branding strategy. Lastly this study also suggested that where a company is in a situation of having a trade off between various strategies like reinforcing a strong association, strengthening a weak association or creating a new association, then it wholly depends on the situation of each of the elements to decide which strategy to choose. For example: In some cases, existing associations may be so strong that they may be better off emphasizing other information to fortify a weak or supply a missing association. 2.8 TYPES OF BRAND EXTENSION Limited work has been done on the typology of brand extension. From various research papers, books and websites that I have consulted regarding brand extension, very few have distributed brand extension into different types. (Brandextension.org) have generated the following typology of brand extension taking functional and emotional attributes of the brand into consideration. 1. Similar product in a different form from the original parent product. This is where a company changes the form of the product from the original parent product. An example is (frozen) Snickers Ice Cream Bars. The original Snickers bar is a shelf stable candy. The brand extension is a similar product, but in a different form. Jell-O Portable Pudding and Pudding Cups is Jell-O pudding in a different form and section of the store. 2. Distinctive flavor/ingredient/component in the new item. When a brand owns a flavor, ingredient or component, there may be other categories where consumers want that property. E.g. Peanut butter is a characteristic ingredient in Reeses Peanut Butter Cups candy. Chocolate is a characteristic ingredient of Hershey. Brand Extension Research identified Reeses Peanut Butter as a logical extension that capitalizes on this association. 3. Benefit/attribute/feature owned. Many brands own a benefit, attribute or feature that can be extended. E.g. Brand Extension Research showed Armor All brand was defined by automotive surface protection which can go beyond vinyl dressing. Paint needs protecting also. Arm Hammer owns a benefit of deodorizing. Their baking soda product has claimed that it removes odors from refrigerators, etc. As a result, they extended the brand into other products such as Arm Hammer underarm deodorant and cat litter deodorizer. 4. Expertise. Over time, certain brands may gain a reputation for having an expertise in a given area. Leverage can be achieved when extending into areas where this special expertise is deemed important. E.g. Hondas expertise in reliable engines led to lawn mowers, gas powered generators and a variety of other gasoline engine powered devices. What brand comes to mind when we think of baby products? Gerber. As a result of this acceptance of their expertise, they successfully launched Gerber Baby Powder, Gerber Baby Bottles, etc. Sara Lee is known for baked desserts, so why not other baked goods like bread. 5. Companion products. Some brand extensions are a natural companion to the products the company already makes. E.g. Contadina was a tomato paste and sauce brand. In brand extension research, consumers thought Contadina pasta was a logical companion product that would have the leverage of the Italian heritage of the parent. Aunt Jemima (the pancake mix brand) launched pancake syrup, as a companion to compete with Log Cabin syrup. 6. Vertical extensions. Some brand extensions are vertical extensions of what they currently offer. A brand can use their ingredient/component heritage to launch products in a more (or sometimes less) finished form. E.g. Nestlà ©s Toll House chocolate refrigerated cookies is an example. Most Toll House chocolate chips are used in cookies, so why not make a brand of Toll House chocolate chip cookies. Mrs. Fields Cookies were ready-to-eat. They offered frozen cookie dough, moving backwards as a vertical extension. Rice Krispies has always been used in kids treats. Kellogg offered Rice Krispies Treats ready-to-eat. 7. Same customer base. Many brand extensions represent a marketers effort to sell something else to its customer base. This works particularly well when that customer base is large and to some extent captive. E.g. VISA launched travelers checks directed to its credit card customers. 8. Designer image/status. Certain brands convey status and hence create an image for the user. E.g. Designer clothing labels have been extended to furniture, jewellery, perfume, cosmetics and a host of other items. Some brands promote a lifestyle and can extend to items that people wear, as a badge of identifying themselves with that lifestyle. The above-mentioned typology is quite useful as it indicate the key areas where extension is done along with the methodology used to extend the product line. Yet it must be said that not all research work would agree with this typology as it is felt that certain types confuses line and brand extension or in ways generalizes it more to extension rather than brand extension. For example: Adding attribute to the products in the same product line would be line extension and not brand extension. Still it is a good base for my research work and also for further research into the typology of brand extension. Aaker (1998) has described two types brand extension differentiating the concept on a corporate level. The first type described by him is product brand extension. A company makes a product brand extension when it uses an existing brand name distinct from its corporate name to introduce a new product outside its current product offering. With product brand extension consumers are often completely unaware of the company involved. The second type described by him is corporate brand extension. A corporate brand extension is one which relies on the corporate name to launch a new product . A corporate brand extension clearly identifies an organization with a product, and so evokes different reactions from consumers than a product brand extension. A corporate brand may create associations in consumers minds that reflect the values, program, and activities of the firm. 2.9 SEQUENTIAL STRETCHING AND UMBRELLA BRANDING Extension to parent brand is usually a sequential process in which brands are initially line extended and then brand extended. This sequential stretching of brands leads to the formation of a whole family of brands thus giving rise to the concept of Umbrella branding. As the name indicates, umbrella branding refers to extension of a parent brand into a variety of products such that a whole range of products would come under the same brand. Taylor (2003) has divided the sequential extension into three main steps namely core brand extension, direct stretch and indirect stretch. I will illustrate the concept using Dove as an example. Brand extension was a key driver of Doves explosive growth during the 1990s. Coupled with geographic expansion, it helped grow sales fivefold, to almost $1 billion. The brand continues to grow at 20 percent per year and is well on its way to hitting the $ 2 billion mark in the next few years. Let go through the sequential process and apply it to Dove. The first and most crucial step to be noted is that Dove didnt extend its product line until it had achieved the following two things. †¢ A strong bar business had been built †¢ The brand had satisfactory scores on attributes rating for mildness and moisturizing. An important thing to be noted is that extension took place only after Dove had secured its soap bar business and had improved it. Thus once there was strength in the brand, it extending it to other products. Stretching went through the following stages. Stage One: Core Range extensions: Dove remained a product brand with a single format at this stage. It extended (line extension) its product range by adding new versions such as sensitive skin that now accounts for up to a third of sales. Further growth of the bar through product and pack innovation, remains a key source of profitable growth. Diagrammatic illustration of this step would indicate the extension into the two types. Stage Two: Direct stretch: In this stage extension is done into markets that are quite relevant to the product line. In the case of dove, it extended its product range into bath and shower products. Yet till now dove is focused on personal washing. The key reasons of dove extension at this stage were strong product delivery and innovative packing that differentiated them from other products in the range. The following diagram illustrates their stretch in to shower and bath products. Stage three: Indirect stretch: Capitalizing on their skin care outlook, Dove decided to be ambitious and to move beyond the washing and bathing market. Although they started off selectively, they introduced products like deodorants and hair gels etc. that were once again a big success. This process of broadening a product range is referred to as Umbrella Branding as illustrated by the diagram given below. The dove success has been due to consistent marketing and a consistent communication campaign. Consistency has been a key part of building brand identity and has been an additional glue to tie together the extension. 2.10 BENEFITS AND DRAWBACKS ASSOCIATED WITH BRAND EXTENSION Brand extension being the most popular mean of brand growth has some surprising statistics. Success rate of brand extension is hard to find, especially as what constitutes a success varies enormously. Yet a survey conducted by OCC using a simple and effective definition of success (still being on shelf after six years after launch) found out that 50 percent of all brand extension fails. This figure is certainly an eye opener for most companies as half of the product fails using brand extension. Taylor (2003) has associated this huge failure figure due to Brand ego tripping and also gives effective steps to avoid it. But before we go into the detail of this concept, lets look into the benefits and drawbacks of brand extension. 2.10.1 BENEFITS ASSOCIATED WITH BRAND EXTENSION The remarkable popularity of the concept over the last decade is a confirmation of the fact that there are marked benefits that can be associated with brand extension. Taylor (2003) has described the consumer benefits of brand extension in which he has identified consumer knowledge, consumer trust and lower cost as the major benefits of brand extension. Tauber (1988) has differentiated the benefits on the basis of efficiency and effectiveness emphasizing more on the cost benefits. An existing strong brand promotes a new product or service as there is less need to create awareness and imagery. Thus in a way awareness is already present and the only thing left is