Hawaii Research Paper Example | Topics and Well Written Essays - 1250 words

Hawaii - Research Paper Example The islands present a variety of features from volcanic eruptions to glacial features on Mauna Kea volcano as well as abundant rain forests of tropical trees, ferns and flowering plants to desert grass and cactus. Hawaiian physical geography has a number of components that include: In physical geography, according to Gabler, Peterson & Trapasso (2006), earth is taken as a system with inputs of energy. Earth is otherwise a closed system to the input and output of matter. Other than meteorites and gas molecules, nothing can enter the earth’s surface. Another example of earth’s system being a closed one is hydrosphere. Water in the atmosphere is present in all its three forms – liquid, gas and hard ice. It can change shape from one state to another but the output remains the same in the system. The same is not true of the earth’s sub systems. That’s why they are called open systems. Flow of energy is unhindered over a sub system’s physical boundaries as inputs and outputs. Taking the example of a stream as an open sub system where energy remains in the form of soil, rock fragments, solar energy and precipitation; all these forms of energy enter the stream excluding heat energy that scatters into the atmosphere and the str eam bed. Water and the matter of the stream ends into the ocean and the stream system get input from the precipitation. Same is true of the physical geography of Hawaii. Due to continuous eruption of lava from with in the ocean body, Hawaii islands have come into form. Hawaii’s coastlines present one of the most vivid and changing environment. All spheres of earth meet at its coastline—hydrosphere, lithosphere, atmosphere, and biosphere. In the Hawaii islands, the movement of energy and processes happen the same, as energy release from lava eruption and sun energy warms water bodies and oceans; water evaporates into the atmosphere and releases back in the form of rain on land and pass through streams and rivers, and finally enter

Marketing Reasearch Topshop Essay Example for Free

Marketing Reasearch Topshop Essay Many organisations use marketing research to contribute to the development of their businesses because Market research can improve marketing strategies. Market research gives you concrete feedback regarding the product or service. You can use the information from market studies in your marketing strategy to define your target market, position your product, and price it appropriately. TOPSHOP is one of the world’s most internationally recognized fashion design talent schemes its part of the Arcadia Group, which owns a number of other retail outlets, it seems to be the single biggest supporter of emerging design talent in the UK. Arcadia Group ones over than 500 stores in more than 30 markets, supporting franchisees. Retail is a popular market as many new designers and stores are always popping Using marketing research is the most common kind of research as you can determine your market how you need to brand your product. Also finding competitors can be very useful when selling similar products for example a very popular fashion necessity like leggings. These leather leggings are popular in London at the moment and many stores are selling them however as TOPSHOP is such a popular brand people would rather spend  £33 at TOPSHOP then  £12.99 at a more basic store even with the significant price difference. This shows the importance of market research and branding, TOPSHOP’s reputation and brand awareness allows them to sell product at a higher price than other market competitors. Both products are made from the same material 100% Polyurethane but TOPSHOPS modifies the basic shape by adding multiple seams and a metal zipper, this adds a more fashionable twist then other companies which then allow TOPSHOP’s marketing team to increase the price to beat competitors. Topshop is a British clothes retailer specialized in womens clothing and fashion accessories. Topshop started life in 1964 as Peter Robinsons Topshop. By the 1970s Topshop had the first stand-alone store which was opened in 1974 however in 1994 the brand began to grow and set up at 214 Oxford Store. TOPSHOP first had a reputation of being a tacky low price clothing outlet. As the brand started growing they created TOPSHOP ‘plus to appeal to a larger market and compete with potential market competitors, which has now earned the fame of now leading fashion retailer. This success is owed to market strategy made in 1994 by going upscale. TOPSHOP ‘plus products will arrive first in the market and will be of high quality and very low comparative price. TOPSHOP plus stock up to date fashion clothes and accessories before any of its competitors does in the market because of the brand status many sellers want to work with TOPSHOP as they have so much publicity and celebrity endorsement. The endorsement from the British super model Kate Moss acted to strengthen Top Shops image as being first class in fashion clothing additionally the collection arrived in stores, designed to capture the models unique sense of style, Kate Moss for Top shop was one of the most hotly anticipated high street collaborations. Over time, TOPSHOP will come to be known not only as just the fashion accessory provider but much rather a trend setter especially with its in-house designer brands and those exclusively introduced and introduced by fashion industry leaders. Due to its various marketing efforts, innovations in the business and exclusive services for its customers, it is now the biggest and the most differentiated name in the fashion industry especially when it comes to retailers in the field.

Role Of Armed Forces During Disaster Relief

Role Of Armed Forces During Disaster Relief 1. Although the man has made extensive progress in his relatively short existence on earth, he is still virtually helpless in front of vagaries of nature. Natural disasters such as cyclones, flood and earthquakes ravage mans domain at will and cause much loss to life and property. Despite everyones concern for disasters and technological developments in the world, the response to disasters has been knee jerk and uncoordinated at international, national and state levels. The problem is more acute in developing countries rather than in developed ones. The United Nations and its specialised agencies have always had an interest in and commitment to disaster relief. Therefore, there are various disaster relief, preparedness, prevention and mitigation programmes being carried out by various United Nations Organisations  [1]  . 2. The trend of occurrence of disasters is increasing and will escalate in future. Disasters like tsunamis and earthquakes, which have been the most destructive, along with the floods and droughts that arise from extreme weather conditions, are expected to get worse due to adverse impact of climate change. In the 21st century, the 2001 Bhuj earthquake; the 2004 tsunami; the 2005 earthquake in Kashmir; heavy rainfall in Mumbai in 2006 when nearly 1 m rain fell in a single day; the 2008 Bihar Kosi disaster; the August 2010 cloud burst in Leh; and, most recently, the September 2011 Sikkim earthquake have seen the armed forces as first responders  [2]  . 3. In Indian context it is unlikely that the local civil administration will have the resources available immediately to deal with a major disaster such as the earthquake that occurred in Gujarat in 2001 or the Tsunami of 2004. Therefore, it is essential that the state governments prepare detail disaster management plans and keep the resources in terms of men and material ready for use at short notice. There is a need for civil administration at the district and state levels to organise disaster relief cells with a pool of reserve. At present due to the inability of local administration to deal with natural calamities, armed forces are invariably employed for disaster relief. 4. In spite of breakdown of communications and the absence of a major strength of troops and resources, the response of the armed forces has always been prompt and won the respect of all concerned. The mainstay and strength of the Armed forces vis-à  -vis civilian organisations has been the sense of discipline, training to respond to orders, adaptability, selfless dedication to the cause, genuine concern and focused action. These factors have always resulted in many individuals and NGOs wanting to route assistance through the Armed forces. Seeing the good work being done by the Armed forces, the government organisations, NGOs and civil agencies then join in the relief effort. This generates a spirit of cooperation. The mere presence of Armed forces troops instils a sense of security and gives solace to the affected people  [3]  . Disaster Response Activities 5. Disaster management, which involves assessment and response, can be seen in various activities. The following are various activities of emergency response. Warning. Search and Rescue. Evacuation and Migration. Response and Relief. Logistics and Supply. Communication and Information Management. Rehabilitation. Post-Disaster Assessment  [4]  . 6. Natural calamities impart lessons at a huge cost of life and property. But if these lessons do not lead us to learning, then the cost will seem even heavier. At the time recurrence of disaster, the failure to learn from the previous incidents hurts the most. The massive earthquake in Gujarat and the subsequent chaos were indicators of how important prior planning is in managing relief and rehabilitation during various disasters. The Kutchh region required massive immediate assistance , however civil administration was unprepared for such crisis. Indian armed forces were employed for the relief from the begining. This made the need for a proper disaster mitigation plan very apparent. Learning from experience is essential in building a knowledge resource which would help in being better prepared in the future. CHAPTER II METHODOLOGY 1. Hypothesis. A common thread in a countrys response to disaster situation is military support to civilian authorities. India disaster relief mechanism in the present form lacks the required synergy between civil and military organisations to facilitate a synergised response. 2. Statement of Problem. The civil administration often falls back on the armed forces for assistance in crisis situations. Efficient disaster management mechanism, therefore, should incorporate the armed forces at each stage. The formulated plans should specify the assistance likely to be required in disaster situations. The most efficient system will be to have seamless integration in operations, with an aim of core competency areas of each establishment giving its best in least time. The aim of the study is to examine the disaster relief mechanism existing in the country and analyze the interplay of various organizations in handling the disaster situation. Justification for the Study 3. Over the past few years, the Government has introduced a paradigm shift in the approach to disasters. Corner stone of this approach is the realisation that disaster management has to be multi-disciplinary and spanning across all the sectors of development. As calamities evoke extraordinary response, the civil authoritys reliance on the Armed Forces has also ever increased. Due to their quick response, Armed forces have become a mantra in the hands of the state to respond to such calamities spanning from Law and Order problems to large scale disasters. Despite our country being extremely vulnerable and prone to natural calamities, no detailed hazard and vulnerability assessments have been carried out either at the State or the National level  [5]  . 4. Is the country adequately prepared with infrastructure and strategy against various natural disasters? There are differences of opinion on this issue. According to some, there are certain limitations, but overall, the country is well equipped. Others, however point out that the country does not have detailed vulnerability assessments, forcing it to only respond to calamities and organise reconstruction  [6]  . It is in this context that this study assumes greater importance. It will analyse various facets of disaster preparedness, evaluate existing structures for disasters management and put forward its recommendations. 5. For the purpose of this study disasters related to war, civil disturbance and slow disasters (Like crop failure, famine etc) will be kept out. Natural disasters (Like floods, earthquake etc) and the response of armed forces in helping civil administration would be the focus of the study. The study is basically confined to the role of Armed forces, to include Air Force and Navy in providing assistance to the civil authorities in all natural calamities. 6. Method of Data Collection. Data and information has been collected from Military Papers, periodicals, newspapers and books. Disaster management setup of the country has been derived from NDMA 2005 Ministry of Home Affairs documents on disaster management. 7. Organisation of the Dissertation. The research paper is covered under the following Chapters :- (a) Introduction. (b) Methodology. (c) National policy on disaster management. (d) Role of armed forces. (e) International disaster relief system. (f) Current concerns and recommendations. CHAPTER III NATIONAL POLICY ON DISASTER MANAGEMENT As of now, the government has no concrete disaster management policy. Many disasters are first created by us and then crores of rupees are spent on rescue and relief operations. The government should focus more on a sustainable model of development which can avoid disasters. Sunder Lal Bhauguna 1. Evolution of Disaster Management in India. Disaster management in India has evolved from an activity-based reactive setup to a proactive institutionalized structure; from single faculty domain to a multi-stakeholder setup; and from a relief-based approach to a multi-dimensional pro-active holistic approach for reducing risk. The beginnings of an institutional structure for disaster management can be traced to the British period following the series of disasters such as famines of 1900, 1905, 1907 1943, and the Bihar-Nepal earthquake of 1937. Over the past century, the disaster management in India has undergone substantive changes in its composition, nature and policy  [7]  . 2. Emergence of Institutional Arrangement in India. A permanent and institutionalised setup began in the decade of 1990s with set up of a disaster management cell under the Ministry of Agriculture, following the declaration of the decade of1990 as the International Decade of Natural Disaster Reduction (IDNDR) by the UN General Assembly. Following series of disasters such as Latur Earthquake (1993), Malpa Landslide (1994),Orissa Super Cyclone (1999) and Bhuj Earthquake (2001), a high powered Committee under the Chairmanship of Mr. J.C. Pant, Secretary, Ministry of Agriculture was constituted for drawing up a systematic, comprehensive and holistic approach towards disasters  [8]  . There was a shift in policy from an approach of relief through financial aid to a holistic one for addressing disaster management. Consequently, the disaster management division was shifted under the Ministry of Home Affairs in 2002 and a hierarchical structure for disaster management evolved in India2. Organisation and Structure of Disaster Management 3. Disaster management division is headed by Joint Secretary in ministry of home affairs, who is assisted by three Directors, Under Secretaries, Section Officers, Technical Officer, Senior Economic Investigator consultants and other supporting staff. The upper echelon of the structure also consists of Secretary (Border Management), Home Secretary, Minister of State in charge and the Home Minister. 4. Shifting from the relief and response mode, disaster management structure in India started to address the issues of early warning systems, forecasting and monitoring setup for various weather related hazards. A structure for flow of information, in the form of warnings, alerts and updates about the oncoming hazard, also emerged in this framework. A high powered group was setup by involving representatives of different ministries and departments. Some of these ministries were also designated as nodal authorities for specific disasters3. Disaster Management Act, 2005 5. This Act provides for the effective management of disasters in the country. NDMA provides institutional mechanisms for formulating and monitoring the implementation of the disaster management. It also ensures measures by the various branches of the Government for prevention and mitigation of disasters and prompt response during any disaster situation. The Act provides for setting up of National Disaster Management Authority under Chairmanship of the Prime Minister, State Disaster Management Authorities under the Chairmanship of the Chief Ministers, District Disaster Management Authorities under the Chairmanship of Collectors/District Magistrates/Deputy Commissioners. 6. The Act further provides for the constitution of different Executive Committee at national and state levels. Under its aegis, the National Institute of Disaster Management (NIDM) for capacity building and National Disaster Response Force (NDRF) for response purpose have been set up. It also mandates the concerned Ministries and Departments to draw up their own plans in accordance with the National Plan. The Act further contains the provisions for financial mechanisms such as creation of funds for response, National Disaster Mitigation Fund and similar funds at the state and district levels for the purpose of disaster management. The Act also provides specific roles to local bodies in disaster management4. National Level Institutions 7. National Disaster Management Authority (NDMA). The National Disaster Management Authority (NDMA) was initially constituted on May 30, 2005 under the Chairmanship of Prime Minister. The NDMA has been mandated with laying down policies on disaster management and guidelines which would be followed by different ministries, departments of central government and state government in taking measures for disaster risk reduction. It has also laid down guidelines to be followed by the state government authorities in drawing up the State Plans and to take such measures for the management of disasters, Details of these responsibilities are given as under :- (a) Lay down policies on disaster management. (b) Approve the National Plan. (c) Approve plans prepared by various ministries or departments of the government of India in accordance with the National Plan for disaster management. (d) Lay down guidelines for the State Authorities in drawing up the State Plan. (e) Lay down guidelines for the different ministries or departments of the government for the purpose of integrating the measures for prevention of disasters and the mitigation of their effects in their development plans projects. (f) Coordinate the implementation of the policy and plan for disaster management within the country. (g) Recommend provision of funds for the purpose of disaster mitigation. (h) Provide support to other countries affected by disasters on the recommendation of Central Government. (j) Take other measures for the prevention of disaster, mitigation, preparedness and capacity building for dealing with the disaster situation . (k) Lay down policies and guidelines for functioning of the National Institute for Disaster Management  [9]  . 8. Composition of NDMA. Besides the nine members nominated by the Prime Minister, Chairperson of the Authority, the Organisational structure consists of a Secretary and five Joint Secretaries including one Financial Advisor. There are 10 posts of Joint Advisors and Directors, 14 Assistant Advisors, Under Secretaries and Assistant Financial Advisor and Duty Officer along with supporting staff  [10]  . 9. State Disaster Management Authority (SDMA). The Disaster Management Act, 2005 provides for constitution of SDMAs in all the states and UTs. The Act envisages establishment of State Executive Committee, to be headed by Chief Secretary of the state Government with four other Secretaries of such departments as the state Government may think fit. It has the responsibility for coordinating and monitoring the implementation of the National Policy, the National Plan and the State Plan. 10. District Disaster Management Authority (DDMA). NDMA provides for constitution of DDMA for every district of a state. The District Magistrate/ District Collector/Deputy Commissioner heads the Authority as Chairperson besides an elected representative of the local authority as Co-Chairperson. The District Authority is responsible for planning, coordination and implementation of disaster management and to take such measures for disaster management as provided in the guidelines. The District Authority also has the power to examine the construction in any area in the district to enforce the safety standards and also to arrange for relief measures and respond to the disaster at the district level. 11. National Institute of Disaster Management (NIDM). In the backdrop of the International decade of Natural Disaster Reduction (IDNDR), a National centre of disaster management has been established at the Indian Institute for Public Administration in 1995. The Centre was subsequently upgraded and designated as the National Institute of Disaster management on 16th October 2003. Disaster management act, 2005 entrusts the institute with various responsibilities, such as to develop the training modules, undertake research and documentation for disaster management, organise the training programmes, organise study courses, conferences, and seminars to promote disaster management. It is also responsible for publication of journals, research papers and books on disaster management  [11]  . 12. National Disaster Response Force. The National Disaster Response Force has been constituted under Disaster management act, 2005 by up-gradation/conversion of eight standard battalions of central para military forces i.e. two battalions each from Border Security Force, Indo-Tibetan Border Police, Central Industrial Security Force and Central Reserve Police Force to build them up as a specialist force to respond to disaster or disaster like situations. 13. The eight battalions of NDRF consist of 144 specialised teams trained in various types of natural, manmade and non-natural disasters.72 of such teams are designed to cater to the Chemical, Biological, Radiological and Nuclear(CBRN) calamities besides natural calamities. Each NDRF battalion consists of 1149 personnel organised in 18 teams comprising of 45 personnel, who are being equipped and trained for rendering effective response to any disaster situation, both natural and manmade. All these eight battalions are being trained in natural disasters while four of them are being additionally trained for handling CBRN disasters. Based on vulnerability profile of different regions of the country, these specialist battalions have been presently stationed at the following eight places:- Bhatinda. Gr. Noida. Vadodara. Pune (talegaon). Bhubaneshwar (mundali). Kolkata. Guwahati. Patna. Chennai (Arakkonam).  [12]   14. The Government of India has approved the raising of two additional battalions of National Disaster Response Force by up gradation and conversion of one battalion each of Border Security Force and Central Reserve Police Force to be located in the states of Bihar (Bihata, Patna) and Andhra Pradesh (Vijaywada) respectively. The administrative approval for raising the two battalions was issued on 13-10- 2010  [13]  . 15. State Disaster Response Force. The states/UTs have also been advised to set up their Specialist Response Force for responding to disasters on the lines of National Disaster Response Force by the Ministry of Home Affairs. The Central Government is providing assistance for training of trainers. The state governments have been also advised to utilise 10 percent of their State Disaster Response Fund and Capacity Building Grant for procuring the search and rescue equipment and for training purposes of the Response Force  [14]  . Civil Defence 16. Role of Civil Defence. During times of emergencies, the CD organisation has the vital role of mobilising the citizens and helping civil administration for saving life and property, minimising damage, and raising public morale. 225 towns have been nominated as CD towns. 17. Each town has nucleus of four Permanent Staff along with 400 CD Volunteers for a two lakh population. It is expected that each state will have one CD Training Institute with permanent strength of 36 personnel, five vehicles and other equipments. The District Magistrate is designated as a Controller for CD Towns. The present strength of CD volunteers is 5.72 lakhs, out of which 5.11 lakhs are already trained. The target strength of CD volunteers has been fixed at 13 lakhs based on the population of CD towns as per 2001 census  [15]  . National Crisis Management 18. For effective implementation of necessary relief measures in the wake of a natural disaster, the Cabinet has established a Committee. On the constitution of this committee of the cabinet, the concerned Secretary will provide all the necessary information and data to and seek directions of the cabinet committee in all the matters concerning disaster relief. In the absence of this cabinet Committee, all matters relating to disaster relief will be reported to the Cabinet Secretary. 19. National Crisis Management Committee. A National Crisis Management Committee (NCMC) has been constituted in the Cabinet Secretariat. The composition of the Committee is as under  [16]  :- (a) Cabinet Secretary Chairman. (b) Secretary to Prime Minister Member. (c) Secretary (MHA) Member. (d) Secretary (MOD) Member. (e) Director (IB) Member. (f) Secretary (RAW) Member. (g) Secretary (Agriculture) Co-opted Member. (h) An Officer of Cabinet Secretariat Convener. 20. Calamities Relief Fund. The government has earmarked two funds i.e. Calamities Relief Fund and National Fund for Calamities. The nodal agency for recommending release of these two funds is the Crisis Management Group in the Ministry of Agriculture, which is headed by Central Relief Commissioner. The allocation for the all the states under these funds is done by the Finance Commission for a duration of five years, based on the vulnerability of the states to Natural calamities and average expenditure. National Fund for Calamities is additional fund besides Calamities Relief Fund ; while 75 percent of CRF is contributed by the centre, the allocation under National Fund for Calamities is entirely by the centre and more or less discretionary  [17]  . Forecasting Warning 21. Forecasting about climate change is pre requisite for taking preparedness measure to respond to the disaster is the most important element of disaster management. The Ministry of Environment Forest , Ministry of Earth Sciences , Ministry of Science Technology, Ministry of Agriculture, Ministry of Water Resources, Ministry of Human Resource Development, Ministry of Non-conventional Energy, Defence Research Development Organization, Ministry of Defence, Ministry of Health and Family Welfare, Indian Space Research Organization and Indian Meteorological Department promote and undertake climate and climate change related research in the country  [18]  . (a) Atmosphere Watch Stations. A network of 10 Global Atmosphere Watch Stations consisting of Allahabad, Jodhpur, Kodaikanal, Minicoy, Mohanbari, Port Blair, Pune, Nagpur, Srinagar and Vishakhapatnam, is maintained by IMD as per WMO protocols and standards since 1974 to generate data and information on the exchange of trace materials between the atmosphere and the earths surface, making atmospheric turbidity and air quality measurements to quantify trends and acid rain threats. (b) Atmospheric monitoring. There are 25 types of atmospheric monitoring networks that are operated and coordinated by the IMD. This includes meteorological, climatologically, environment, air pollution and other specialized observation of atmospheric trace constituents. (c) Cyclone Warning. The IMD has established an observation network for detecting cyclones through 10 cyclone detection radars along the coasts. The detection range of these radars is 400 km. INSAT-1B satellite also monitors cyclonic movements. Ships and commercial radars are also utilized for cyclonic warnings. About 260 merchant ships have meteorological observation systems. (d) Flood Forecast. The Ministry of water resources has an effective flood forecast system with 157 flood forecasting centres covering 62 river basins. Along with IMD, they monitor rainfall water levels in the reservoirs. India has also developed radars which give accurate estimate of rainfall up to 200 km around the radar site. (e) Tsunami warning. Post tsunami dated 26th December, 2004, Ministry of Earth Sciences has established the Indian National Tsunami Warning System at Indian National Centre for Ocean Information Services (INCOIS), Hyderabad. The Tsunami Early Warning System (TEWS) was made operational on 15th Oct 2007. This agency has developed a protocol for issue for Tsunami Watch, Alert and Warnings. The Centre gives information to all responders about the origin, time, location of the epicentre, magnitude and depth of an earthquake inside the ocean and accordingly issues bulletins. (f) Avalanche Warning. DRDOs network of more than fifty laboratories is deeply engaged in developing Defence technologies. Centre for Snow and Avalanche Study Establishment (SASE) is one of the laboratories of the DRDO located at Chandigarh with its primary function to do research in the field of snow and avalanches and to provide avalanche control measures and forecasting support to Armed forces. Role of Voluntary Organisations 22. The role of voluntary organisations is to help people overcome the problems created by natural calamities by providing relief services to the people. They also works as the eyes and ears by acting as the intermediary between the masses and the government agencies to avoid duplication, ensure proper distribution of resources and organise vigilance groups for preventing of misuse of resources. 23. Some of the activities under taken by voluntary organisations are:- (a) Establishing free food distribution centres, distributing blankets, clothes and medicines to prevent epidemics. (b) Organising necessary relief camps, first aid centres, and immunisation camps. (c) Organisation relief teams and sending them to far-flung affected areas to provide relief and monitor relief programmes. (d) Organising awareness programmes about different relief activities initiated by Government and Non Government Organisations. (e) Generating employment opportunities in the affected areas. (f) Adoption of families of the affected areas. CHAPTER IV ROLE OF ARMED FORCES 1. The armed forces of any nation are probably best organised to provide support for establishing a various of public services like public works, communications, transport, medical services, search rescue, and support activities. They are able to react quickly in a self contained, self sufficient and mobile fashion. Armed forces personnel are well trained in the skills necessary to perform their professional activities and can function under an integrated / flexible management system. So there is an enormous potential inherent in them to provide enormous capability to restore emergency services. 2. During the natural calamities, when many parts of the country are affected by them and it is beyond the capability of local administration to organise the rescue and relief, armed forces may be called upon to provide / organise relief measures. Armed Forces may also be called upon to provide assistance to other friendly countries, in case this has been requested for. One such example is that of Bangladesh. In 1991, when it was hit by worst cyclone in the history of the country the US armed forces, carried out relief operations  [19]  . In addition Indian Air Force also sent six helicopters for airlifting relief material to the affected areas. 3. Each year Armed Forces are called upon on several occasions for rendering assistance to civil administration throughout the nation during monsoon season for providing rescue and relief during the floods. The role of the armed forces during relief, rescue operations after Uttarkashi earthquake, Latur earthquake in Maharashtra, Chamoli earthquake and Floods in Orissa are well known. 4. Assistance Provided by Armed Forces. The Armed Forces may be called upon to render following type of assistance during natural calamities  [20]  :- (a) Infrastructure for Command and Control. (b) Medical Aid. (c) Transportation of Relief Material. (d) Establishment of Relief Camps. (e) Construction and Repair of Roads and Bridges. (f) Maintenance of Essential Services. (g) Evacuation of People to Safer Areas. (h) Stage management of International Relief. 5. Since the civil administration remains ill equipped for undertaking quick response to major disasters, the armed forces has been the primary option. As one of the most dedicated, professional, and modern armed forces in the world, the Indian armed forces respond to any disastrous situation with all their might. It is due to their technical competence, trained manpower, and logistical capabilities that they are always ready to rapidly undertake any kind of disaster-related rescue and relief operations. 6. They are also located in most remote areas where natural calamities are frequent. For instance, when the tsunami hit the Indian coast on December 26, 2004, the Indian armed forces, co-coordinated by the Integrated Defence Staff (IDS), efficiently handled relief, rescue, and evacuation work under Operation Sea Wave, including extending aid to Sri Lanka and Maldives under Operation Rainbow and Operation Castor, respectively. 7. Whether, it was the Kashmir earthquake of 2005, the tropical cyclone in Bangladesh in, 2007, the fire at Burrabazar in Kolkata in 2008, the serial blasts at Bangalore and Ahmedabad in 2008, or the Mumbai attack of November 2008, the roles played by the armed forces are numerous. In August 2010, when Leh, was hit by flash floods which killed many people and left many other injured, the Indian Armed forcess resp

A New Nation of Individuals :: Literature Papers

A New Nation of Individuals Abstract As John Savage articulates, â€Å"Nothing costs enough here,† in Huxley’s Brave New World (1932) of bottled automata, where maelstroms of soma-ingesting, Malthusian orgies casually toss human life about (239). Nothing is dear when the freedom to choose disappears because individuals â€Å"don’t know what it’s like being anything else† (74). Removing choice is simply a method of brainwashing that only subdues human nature for the short-run. Consider Sigmund Freud's views of private property: In abolishing private property we deprive the human love of aggression, certainly a strong one, though certainly not the strongest; but we have in no way altered the differences in power and influence which are misused by aggressiveness, nor have we altered anything in its nature. Aggressiveness was not created by property. (Kumar 384) Aggressiveness, too, was not created by choice. This essay proposes a utopia based on individual freedom, derived from a laissez-faire economy and semi-socialist meritocracy. A New Nation of Individuals First existed the individual; then a group of individuals established government via a social contract. Thus, as Percy Bysshe Shelley writes, "(g)overnment has no rights; it is a delegation from several individuals for the purpose of securing their own. It is therefore just, only so far as it exists by their consent, useful only so far as it operates to their well-being" (qtd. in Chianese 282). Such basic democracy founded the United States of America—yet modern democracy has gone terribly awry, and power now lies in the hands of few rather than many. Ideally, "(t)he highest purpose of Nature, which is the development of all the capacities which can be achieved by mankind, is attainable only in society, and more specifically in the society with the greatest freedom," and the greatest freedom can only be obtained, as Thoreau believed, through a government that governs least (202). In order for the individual to maintain full rights and a completely separate, private sphere of self, government must be just large enough to protect man's unalienable rights, Thomas Jefferson's "life, liberty and pursuit of happiness," but not overstep its boundaries onto the slippery slope of tyranny or oppression. A utopian society should thus stem from a meritocracy that allows for maximum individuality and freedom of choice while protecting man from one another, specifically through universal education and healthcare, and a laissez-faire economy founded on a flat-rate sales tax. A New Nation of Individuals :: Literature Papers A New Nation of Individuals Abstract As John Savage articulates, â€Å"Nothing costs enough here,† in Huxley’s Brave New World (1932) of bottled automata, where maelstroms of soma-ingesting, Malthusian orgies casually toss human life about (239). Nothing is dear when the freedom to choose disappears because individuals â€Å"don’t know what it’s like being anything else† (74). Removing choice is simply a method of brainwashing that only subdues human nature for the short-run. Consider Sigmund Freud's views of private property: In abolishing private property we deprive the human love of aggression, certainly a strong one, though certainly not the strongest; but we have in no way altered the differences in power and influence which are misused by aggressiveness, nor have we altered anything in its nature. Aggressiveness was not created by property. (Kumar 384) Aggressiveness, too, was not created by choice. This essay proposes a utopia based on individual freedom, derived from a laissez-faire economy and semi-socialist meritocracy. A New Nation of Individuals First existed the individual; then a group of individuals established government via a social contract. Thus, as Percy Bysshe Shelley writes, "(g)overnment has no rights; it is a delegation from several individuals for the purpose of securing their own. It is therefore just, only so far as it exists by their consent, useful only so far as it operates to their well-being" (qtd. in Chianese 282). Such basic democracy founded the United States of America—yet modern democracy has gone terribly awry, and power now lies in the hands of few rather than many. Ideally, "(t)he highest purpose of Nature, which is the development of all the capacities which can be achieved by mankind, is attainable only in society, and more specifically in the society with the greatest freedom," and the greatest freedom can only be obtained, as Thoreau believed, through a government that governs least (202). In order for the individual to maintain full rights and a completely separate, private sphere of self, government must be just large enough to protect man's unalienable rights, Thomas Jefferson's "life, liberty and pursuit of happiness," but not overstep its boundaries onto the slippery slope of tyranny or oppression. A utopian society should thus stem from a meritocracy that allows for maximum individuality and freedom of choice while protecting man from one another, specifically through universal education and healthcare, and a laissez-faire economy founded on a flat-rate sales tax.

Function of Art

Function of Art Art connects people by offering an idea they can relate to. It is important as it helps to improve and learn in areas of communication, expression, and historical understanding. Another reason art is important is its interwoven relationship with culture on the basis that culture is articulated and influenced by art. It is a way to communicate and express ones thoughts and dreams through cinema, dance, literature, music, painting, sculpture, and theater. As a child I grew up in the Bay Area and was introduced to art at a very young age.I was very fortunate to be exposed to several types of art forms from going to the San Francisco ballet, the de Young Museum, the Curran or Orpheum Theater, and San Francisco Symphony. Even though I was introduced to art at a young age I did not come to fully appreciate art until much later in life. From kindergarten to fourth grade I took ballet. From fifth grade thru high school I was involved in music, theatre, and art through differe nt mediums such as painting, clay, and wire. I tend to lean toward art in the form of painting or theatre for inspiration.The artist that stands out is Jackson Pollock, an American painter whose form of painting is referred to as abstract expressionism. Jackson Pollock’s art conveys the mindset of Abstract Expressionism. The painting has a life of its own. Pollock’s paintings are a spirited technique of pouring and dripping paint onto a canvas on the floor. It has been said that Pollock is more at ease working on the floor as he feels closer to his painting literally seeing it from every side becoming one with the painting. Pollock’s painting aborts traditional composition and lacks a fundamental motif.His works stimulates the viewer’s peripheral vision thus one’s eyes are continuously moving. I am fascinated by his work, and can attain creative and inspiration from his paintings. Theatre stimulates creativity in problem solving and challenges perc eptions about the world and about one’s self. It provides an outlet for emotions, thoughts, and dreams and if only for a few moments explore a new role or understand problems faced by figures of literature or historical. Theatre is at the center of is communication.Like any arts theatre allows us to communicate and understand others in new and different ways. In today's increasingly information-centered world theatre provides guidance in the practical characteristics of communication. Participating in theatre made it easy for me to speak in public, be more persuasive both in oral and written communications and able to put myself into someone else’s shoes. It also made me a more positive, confident and discipline. Through theatre I learn to cooperate, work together, contribute, collaborative, listen and accept the viewpoints of others.Theatre is an important tool for preparing one to live and work in a world that is increasingly team-oriented rather than hierarchical. I have researched the subject of art serving a societal purpose. Art bring awareness to humanities by means of presenting truths that cannot be articulated in another way. Art connects a society by offering an idea most can relate to. Philosophies that come from art lead to an enriched society, as long as we take action based on the values seen in art. Art can inspire sympathetic but reveal misconceptions, which are parts of the human experience as related in society.Perception can be a beneficial as one gains a better understanding of their place in society and about society as a whole. If the individual puts this new understanding into practice society will profit. Although I have some background in the arts, I would like to further my learning and discover more areas, such as music, cinema, and dance. I find value in painting as it helps develop insightful meaning and entice creativity in me. Theatre has helped me to develop an understanding for the world and the physical elements within it.Finally, art should be viewed as serving a purpose to society an important aspect that connects people by offering an idea that people can relate to. If the people act upon their artistic ideas society can better Because of this art should not exist solely for its own sake. Art is a drive to communicate an interpretive way, not bound by status quo. It is a sign of evolving society. Art is a way to express inner thoughts and feelings that words cannot. It is an emotional and physical outlet with symbols and meaning for us to interpret. Art is this and more, and its function is to expand communication on higher levels of thinking.

Program Evaluation for Non-Profit Organization

An organization needs to put in place an evaluation process to ascertain whether it is accomplishing its goals or not. Such evaluation would then become a very important part of the ensuing planning process. There are two ways in which an organization conducts an evaluation. One is intended to proceed with the evaluation through the goals established by the organization. The other is to conduct the evaluation through the processes in place in the organization. With goal-based evaluation, the organization seeks to understand whether the avowed goals have been achieved or exceeded. It has an emphasis on outputs instead of processes. Even with limited resources and difficult situations, the goal-based evaluation looks at the outputs based on the inputs and other raw materials put into the process. It is usually useful for organizations that are beating deadlines, or seeking to meet targets given limited resources, time, and manpower. Results are given primacy in this kind of evaluation (Edvardsson & Hansson, 2003). Process-based evaluation focuses on efficiency and effectiveness. It is geared towards minimizing costs while ensuring that the goals are achieved. With this kind of evaluation, the goals to be achieved are given and are expected to be delivered. In doing so, the organization is freed from looking at the achievement of the goals because such is expected. What the organization is focusing on, however, is the way that the goals are being achieved. Are they effective and efficient? Are they contributing to the overall objectives of the organization? Is there a way that such processes could be improved and geared to help the organization achieve more? Are the policies of the organization sound and the different departments coordinating smoothly with each other? Through these questions, the organization is taking a look at the way in which it can achieve its goals by improving its processes. The goals are important but processes are more important in certain respects because of their systemic nature. Depending on the circumstances, however, a goal-based organization may be more important than a process-oriented one (Ott, 2001). In addition to this, process-based evaluation takes a look at the policies, programs, coordination systems, and other processes at work in the organization. It makes use of a systemic view of the organization and seeks to integrate every important aspect of the organization in the evaluation process. It is more comprehensive than goal-based evaluation as it may take more time to be completed (Ott, 2001). Application of Evaluation Styles Goal-based evaluation may be more appropriate in situations where the non-profit organization is evaluating together with their clientele. In the case of an organization dedicated to community development, a goal-based evaluation would be suitable for a discussion with the community regarding the achievements of the goals. Usually, if the goals are not accomplished or achieved, the people, together with the non-profit organization can brainstorm on the problems that are being faced by the community. In addition to this, it would be important to evaluate themselves about the hindrances that they face in accomplishing the goals identified during the planning phase. Goal-based evaluation also looks at the actual outputs of the organization’s project. If the project is about reducing the number of substance addicts in the neighborhood, then a goal-based evaluation would say that the program is successful if there is a significant decline in the number of offenders. On the other hand, process-based evaluation would take a look at the overall systemic performance of the organization. Even if the results are phenomenal if the processes are not firmly in place, then such an evaluation would be careful in proclaiming success. It would look at the coordination systems, the teamwork of the organization, as well as the ethical side of things. With such an evaluation, it becomes important to look at the overall strategy of the organization instead of simply focusing on achieved goals (Ott, 2001). Establishing the Framework of a New Nonprofit Organization As a new Executive Director of a nonprofit organization, there are several things I need to do in order to ensure that the organization is setup and would thrive in the process. Without the necessary legal and financial framework, the nonprofit organization is bound to fail. The following strategies outline what needs to be done for this organization. The first step, of course, would be to define what the organization is all about—the kinds of services to be offered and the way it will be structured. The vision, mission, and goals of the organization have to be defined. The structure, on the other hand, would enable the organization to achieve its goals. Registration and Legal Personality The nonprofit organization should acquire its legal personality by being registered with the Securities and Exchange Commission or its equivalent. Through this, the nonprofit organization will be able to transact legally under the laws of the country and will be able to purchase property and open accounts under its own name. This also prevents unscrupulous persons to setup accounts and secure properties in their own names at the expense of the organization. With a legal personality, however, also comes responsibility. As such, the organization may sue persons and it can also be sued. It therefore needs to comply with legal requirements of organizations. Securing Advisers The nonprofit organization also needs legal and financial advisers so that it would not violate any law or ordinance even accidentally. A legal counsel would be needed. Although there are lawyers offering pro-bono services, it would also be a good idea to include the lawyer’s fee in the budget of the organization. Securing Funding As part of the strategy of the organization, the Executive director also needs to look for sources of funding from different organizations. Private corporations and even countries do fund initiatives for development. It takes a careful research of these organizations. Without a steady source of funding, the organization will not prosper and will only flounder if there is no steady funding. As part of the financial framework of the organization, there should also be a means to ensure transparency and accountability. This would be important in ensuring that the donors trust the organization and for the organization to adhere to governmental rules such as Sarbanes-Oxley. Although SOX, as Sarbanes-Oxley is called, was meant for companies for profit, it has provisions for non-profit organizations. Adhering to these accounting regulations can also help in enhancing the overall strategy, integrity, and transparency of the organization. Reference Edvardsson, K. & Hansson, S. O. (2003). When is a goal rational?. Social Choice and Welfare, 24 (2), 343-361. Ott, J. S. (2001). The Nature of the Nonprofit Sector. New York: Westview Press. Â   Â  

Essays on Abortion

Essays on Abortion Essays on abortion should contain general medical information related to the abortion procedure. The essays on abortion should contain data about when an abortion is permissible and how it is performed. The essays on abortion should also contain data about what is abortion, what are the implications of abortion and at what stage abortion is harmful for the pregnant woman. Sometimes the unborn child is aborted when it is on its earlier stage so that the mother faces no problem in terms of her life saving and if abortion gets late and the mother reaches at a stage that is late, the abortion should not be done or it will be dangerous for the life of the mother. There are many risks involved in abortion such as loss of mother’s life, internal bleeding, and improper abortion outcomes and inappropriate after affects. All the essays on abortion discuss the issue of abortion but they are written keeping the view the type of essay of abortion.The argumentative essay on abortion or argu ment essay on abortion discusses the case of abortion in terms of arguments in which the outcomes, necessities and implications in terms of abortion are discussed. Essays on abortions are written for helping the common people to learn about abortion and its affects. Essay on abortion should be written with complete expertise as any incorrect information can affect an individual adversely. For writing persuasive essays on abortion, you should keep in mind that your essay on abortion should be organized. Essays on abortions should be informative so that they can be used for guidance purposes. An essay on abortions should work as a guiding document for those who wish to gain that information. To write an essay on abortion, the topic of the essay on abortion must be well researched so that you include only that information that is correct and accurate. In an abortion essay, you must highlight the issue for which you are going to write an essay on abortion. You must define what abortion is and proceed towards its commencement, the reasons for which it is necessary and the after affects of abortion. The custom essays on abortion should be informational but they must not contain irrelevant information. Whatever is present in custom essays on abortion should be according to the topic of the abortion essays. A persuasive essay on abortion is that which is well researched, which contains relevant information, which has a clearly defined introduction and conclusion and which contains the background information regarding abortion. Free essays on abortion can be obtained from various websites, which assist the writers of abortion essays. Remember the writing of an abortion essay is an exercise that should be done with utmost care and skill and after collection of much information. The list of the most popular essay topics on Abortion: 1. Abortion Wars: Why the Controversy? 2. Christian Perspective on Abortion 3. Effects Of Abortion 4. The Legal History of Abortion 5. Is Abortion Murder? 6. Abortion for and against arguments 7. Abortion in America 8. Teenage Abortion 9. Abortion should be encouraged. 10. Abortion. Another name for murder or a desperate necessity. 11. Abortion and Euthanasia 12. Why Abortion Should Be Outlawed? 13. Abortion in California 14. Why do some Christians oppose abortion? 15. Misleading Claims about Abortion 16. Types of Abortion 17. Should Abortion be Legalized? 18. The Abortion Predicament 19. Abortion = Genocide 20. Abortion: a matter of choice 21. Abortion: The value of life can not be questioned. 22. Abortion vs. Adoption 23. Presbyterian Church and Abortion 24. Abortion: Pros and Cons

Know Your Eschatology

Know Your Eschatology Know Your Eschatology Know Your Eschatology By Maeve Maddox Political discussion these days often slips into the area of religion, particularly a belief in something called the Rapture. This might be a good time to look at some Christian theological terms and their definitions. eschatology [Ä•skÉ™-tÃ… lÉ™-jÄ“] 1844, from Gk. eskhatos last, furthest, remote. As a theological term it means the study of last things, i.e. death, judgment, heaven, and hell. parousia [prÃ… «-sÄ“É™, pÉ™-rÃ… «zÄ“-É™] -A Greek term that means arrival or coming. It is usually used to mean the Second Coming of Christ. Millennium [mÉ™-lÄ•nÄ“-É™m] from L. mille thousand + annus year, hence a period of 1,000 years. In Christian theology it denotes a period of 1,000 years during which Christ rules on Earth, a golden age, a time of universal peace. Amillennialism The a is a negative. This is the teaching that there is no literal 1,000 year reign of Christ as referenced in Revelation 20. Instead, it teaches that we are in the Millennium now. At the end of this millennium Christ will return. The final judgment will take place and the heavens and the earth will then be destroyed and remade. Antichrist a figure who opposes God. The word is used to describe a spirit of rebellion against God. Taken literally it refers to a specific future person who actively opposes Christ. He is able to perform miracles. Some believe he will be an incarnation of Satan. Christ will defeat him in a final battle. Armageddon [rmÉ™-gÄ•dn] the battle in which Christ destroys Satan, hence any complete disaster resulting in the end of the world. Tribulation a seven-year interval when a world religious-political leader called the Antichrist takes power. Rapture from Medieval Latin raptura, seizure, rape, kidnapping from Latin raptus a carrying off. An eschatological event in which true Christians are caught up in the air to meet the returning Christ. NOTE: There is disagreement as to whether the Rapture will take place before, after, or during the Tribulation. Historical Premillennialism a belief held by a large percentage of Christians during the first three centuries of Christianity. It is the belief that the Antichrist appears on earth and sets off the seven-year Tribulation. At the end of the seven years Christ comes, the saved are raptured, and his Church rules the Earth for a Millennium. During this thousand years of peace the faithful live in Jerusalem, occupying spiritual bodies. After this period, all people are judged. The faithful will spend eternity on a new earth, not in heaven. NOTE: After Christianity became the official religion of Rome in the fourth century CE, this belief was declared a heresy and suppressed. The belief reappeared in the 19th century and, with several variations, has again become widespread. Post-millennialism [pÃ… stmÉ™-lÄ•nÄ“-É™-lÄ ­zÉ™m] the belief that Jesus established the Kingdom of God in the first century and that we are already in the Millennium (not an exact 1,000 years, but a very long time). The Second Coming will occur after (post) this current Millennium. Pre-millennialism [prÄ“mÄ ­-lÄ•nÄ“-É™-lÄ ­zÉ™m] (1844) the belief that the Millennium lies in the future. Christ will come, bind Satan and his helpers, and rule over a peaceful earth for 1,000 years. At the end of that time Christ will release Satan and his angels who will raise an army which Jesus will destroy in the Battle of Armageddon. The Last Judgment will occur and a new heaven and new earth created. Want to improve your English in five minutes a day? Get a subscription and start receiving our writing tips and exercises daily! Keep learning! Browse the Expressions category, check our popular posts, or choose a related post below:30 Religious Terms You Should KnowComma Before But12 Misunderstood and Misquoted Shakespearean Expressions

Pros and cons of sex educations in school system Essay

Pros and cons of sex educations in school system - Essay Example ‘If they know about they will do it; knowledge is dangerous.’ It’s no surprise that the far right fanatical religious factions are advocating this concept much the same as it has for many centuries. Fortunately, the vast majority of Americans have taken the responsible viewpoint that not teaching sex-ed in schools would be indefensible as knowledge is power and the lack of it, especially in this instance, would be harmful to the children all parents wish to protect. According to the World Health Organization, there is no data suggesting that such courses promote increased levels of sexual activity. In addition, abstinence-only programs were substantially less effective than wide-ranging sex-ed classes which include safe-sex practices along with abstinence. These conclusions came at the end of a study conducted on 35 sexual education programs throughout the world. Nationwide research by Planned Parenthood and the Guttmacher Institute produced the same deductions. M ost parents understand that increased awareness promotes only increased responsibility as, according to a 1999 study conducted by Hickman-Brown Research, 93 percent of the American population wants sex to be taught at least during high school while 84 percent say it should be taught during middle school. Most parents acknowledge the reality that young people are sexually active at an earlier age than previous generations. Today, two-thirds of U.S. high school students have experienced sex by their senior year. These teenagers are contracting and spreading sexually transmitted diseases, in part, because of their lack of knowledge. People under the age of 24 are responsible for 65 percent of all sexually transmitted infections contracted in this country according to the Kaiser Family Foundation and the Centers for Disease Control (Masland, 2006). The factions opposed to sex education have imposed at least some of their will on the rest of society and the children have suffered for it. Sex education classes in America’s public schools have been scaled back so as to not offend the vocal minority. What parents want and think their kids are learning falls well short of what is actually being taught. Parents simply want their kids to know the dangers and how to avoid them, just as in any other aspect of their lives. â€Å"Contrary to common wisdom, when it comes to sex education, parents want it all, from abstinence to homosexuality,† said Steve Rabin, senior vice president of the Kaiser Family Foundation (Levine, 2000). The study by the Kaiser Foundation surveyed over a thousand secondary school kids, parents and sex-ed teachers along with more than 300 school principles. The majority of parents, according to the study, believe that discussions regarding rape were essential in sex-ed curriculum and that teaching about homosexuality is imperative as well. In addition, parents also want schools to discuss abortion, pregnancy, sexually transmitted disease s and the use of contraception. Rape is a reality and parents, it has been proven, realize that the more information their girls acquire regarding prevention and how to deal with the psychological aftermath can be nothing but helpful. As with the other subjects parents wish to be covered in school, the more knowledge, the better off their kids will be. Unfortunately, these important aspects of sexual education are sorely lacking in schools despite parental wishes and in opposition to what research has

Housing and Benefits for Asylum Seekers in UK Essay

Housing and Benefits for Asylum Seekers in UK - Essay Example Housing is at the very cornerstone of reception and resettlement (BRC 1987, 96-99; Carey-Wood etal. 1995, 66-72; Majke 1991, 267- 283; Refugee Council 1997; Robinson 1993, 170-186) and controlling access to housing has become an increasingly important part of the government's asylum and immigration strategy. Without adequate shelter, few other opportunities exist for those unfortunate enough to be destitute. With no permanent address, there is little chance of establishing the minimum rights of citizenship, which offer inclusion into the host society. Social exclusion has been a reality for many thousands of asylum seekers over a prolonged period of time. This was true even before the more draconian measures introduced in the Immigration and Asylum Act 1999. The prevailing environment of competition, performance review and value for money has had the effect of increasingly marginalising the most vulnerable groups in British society. In all but a few notable exceptions, the needs of asylum seekers have been inadequately addressed by either public or private sectors (Zetter and Pearl 1999a, 24-27). This has been due to a combination of institutional inertia and political sensitivity - both cock-up and conspiracy. The most recent legislative measures have further exacerbated the process of exclusion, generating additional hardship for an already overburdened group by extending uncertainty and increasing dependency. In reality, the rights and entitlements of refugees are little changed by the Immigration and Asylum Act 1999. They remain eligible to receive support and assistance in terms of both benefits and housing from the public sector. This is an important distinction from asylum seekers. Refugees are individuals or households whose status under the 1951 Geneva Convention has been approved by the UK government: that is, their 'well founded fear of persecution' has been accepted. They are likely to have either permanent or long-term status of residence in the UK and generally share in the usual rights of citizenship. (Duke, 1995, 12-18) Those with refugee status are eligible for assistance under the homelessness legislation and qualify for the housing register. To a large extent, such households have fewer institutional barriers to overcome than asylum seekers. Asylum seekers have no such clarity of outcome, for which they depend on the result of their pending application. While in this state of limbo, they are disqualified from access to employment, benefits or permanent housing, and are thus placed at the very margins of society. Indeed, at certain times within the mid-1990s, large numbers of single asylum seekers were actually destitute. (Joly, 1996, 121-128) The political reality behind the asylum legislation appears, therefore, to indicate a reliance on two cardinal principles above all other considerations: 1. the control and limitation of public expenditure, particularly personal benefits 2. the maintenance of an image of political toughness. (Robinson, 1985, 305- 330) It seems likely that excessive zeal in investigating applications and a

Venus Compared Term Paper Example | Topics and Well Written Essays - 750 words

Venus Compared - Term Paper Example The ancient Greeks used it as a means of worship, honoring their gods and goddesses with as perfect representations as they could create. Inheriting that tradition from the Greeks, the Romans developed an artistic approach that would both honor their gods and commemorate cultural and individual achievements. It was here that the figure of Venus first came to life only to be subsumed by the Middle Ages and reborn in the light of the Renaissance which has itself been reflected in later periods. Even as the figure of the goddess herself remains relatively similar in terms of subject matter and context, depictions of Venus from the ancient period through the Renaissance and into the more modern age demonstrate vastly different approaches to the concept of female perfection. Such differences are easy to see when comparing the ancient Capitoline Venus (second century BC) with the famous Renaissance painting of her in Botticelli's painting "Birth of Venus" (1485) and the Botero's contempora ry statue of her in the form of the "Broadgate Venus" (1989). The Capitoline Venus is a marble statue created during the Roman era, probably during the 2nd century BC. The statue presents a very lifelike woman as she shyly prepares to step into a bath. She folds into herself a little bit, which is different from many of the other statues of the time which stood boldly nude and upright. Most of her weight is carried on one foot with her hips and shoulders twisted a bit in a counterpose position. Her shoulders curve in toward her chest and her upper body seems to hover over her lower body, as if she is attempting to protect it from prying eyes. This impression is heightened by her arms which fold inward with an obvious attempt at covering her breasts and pubic area even though she doesn't actually touch her body. Her pose suggests modesty and chastity, both characteristics she protects (Guerber, 1990). However, she is not the vision of perfection one might imagine. â€Å"Her modesty in covering her breasts with her hand only serves to emphasize them, while her head turns shyly to one side. However, the beauty of her body is impaired by the too large head weighed down by the hair and the common facial features† (Morton, 1990, p. 366). The beauty of her body suggests her divine nature as something worthy of worship while her pose, particularly as compared to other statues of the time, suggests her function; however, the not-so-perfect head may also be a reflection of the Roman's understanding that their gods and goddesses were not perfect. They had their own flaws, petty jealousies, and other weaknesses. The way this statue is made thus reflects the cultural beliefs in which it was made. Goddesses might be divine and have a degree of perfection well beyond the ability of normal women, but they still had their modesty, they still moved like mortal women, and they still had their own small flaws that got in the way. The period between the fall of Rome and the rise of the Renaissance saw very little art celebrating goddesses of any kind, so it isn't until the Renaissance that Venus was able to reemerge into the art world. When she did, she did so in a big way. Understood broadly as the goddess of love, Venus was reborn in statues and paintings throughout Italy with perhaps one of the most famous portrayals performed by Botticelli. While she had appeared in other works before him, Boticelli made a splash with his â€Å"Birth of Venus† (1485). In this image, Venus is again portrayed in the nude as she had been in ancient art, which was breaking the rules of the time as only divinities (Jesus, Mary, and the saints) were accepted when depicted nude. He did draw a line, though, in determining

Telecommuting at IBM Case Study Example | Topics and Well Written Essays - 1750 words

Telecommuting at IBM - Case Study Example This report analyzes the success and concerns of this initiative by identifying the process and the special features of this technological trend. A deeper insight is gained into the reasons for it being accepted or rejected for adoption by the employees at IBM Indiana and also proposes an action plan to address any immediate and long-term concerns to aid its implementation and sustenance. Prior to identifying the concerns in implementation, an understanding of the feedback from the employees and a quantitative analysis of the results would be useful for framing further initiatives for the success of telecommuting initiative for IBM, Indiana. Telecommuting is a practice among the corporate world "where paid workers work away from their normal place of work, usually from home" (InnoVisions Canada, n.d.). The reasons for telecommuting are many and it includes reducing layoffs, costs of real estate, etc. It is beneficial for both the organization as well the employees and offers advantages on both professional and personal fronts. While for the organization it offers the advantage of "increased productivity from the employees, reducing costs on real-estate, lesser absenteeism, etc. the benefits for the employees are in terms of flexibility in working hours, less commuting, more freedom of work, improved lifestyle, etc. (InnoVisions Canada, n.d.) 2. Summary of problems faced However, there are a few concerns that have been identified from the feedback given by the employees and addressing them is of importance to the organization. At the Indiana office where it is initially implemented, it is observed that about 10% of the telecommuters still complain of the lack of efficient support system and that the PCs, the phone lines and the scheduling are inefficient to sustain this initiative. They observed that the PCs provided to them are outdated IBM desktops with low configuration which makes them inefficient in complying with the latest technologies needed to implement this technique. The inefficiency of the support system to ensure the home phone to ring instead of directing the call to the voice mail is a major concern for all. Also, the lack of peer interaction, difficulty in exchanging information, reduced team work environment, lack of networking and socialization are other concerns expressed by these telecommuters. Lack of interaction with peers is r esulting in frustration and a feeling of isolation is creeping in many of these employees (wps.prenhall.com, pp164-169). Some also are yet to adapt to the new way of working at home and find that it is encroaching into their private life with less time for personal life due to reasons like workholism, lack of space at home, etc. There are some who find the exchange of data becoming difficult, but the major concern is the affect on print quality due to broken linkages in the support system. Also, the inefficiency of the system to access important data crucial for immediate solutions which otherwise can be accessed through the office LANs

Language and Content Objectives Essay Example | Topics and Well Written Essays - 250 words

Language and Content Objectives - Essay Example Language and content learning can be segregated in three domains, i.e. Social Language (SL), School Navigational Language (SNL) and Curriculum Content Language (CCL). While all these domains aim at developing the linguistic skills and communication abilities of pupils at their early life, their core purposes differ widely in their application. For instance, the objective of SL is mainly to assist the learners to communicate with their family members and friends when conducting their daily activities. Thus, at a larger paradigm it helps in creating a social status for the learners amid their surrounding community. Again, SNL helps the learners to communicate with their peers and teachers, inducing a degree of formalism in their language, when communicating within the school environment. Accordingly, CCL emphasises helping learners to communicate with teachers, instructors as well as peers, wherein the learners focus on obtaining instructions and following them within the classroom env ironment. Thus, it can be stated that while SL is a much casual approach, SNL and CCL are gradually more systematic and formal procedures of communication that the learners need to implement in their day-to-day interaction (Haynes & Zacarian, 2010; Bailey & Heritage,

Math Research Paper Example | Topics and Well Written Essays - 250 words - 1

Math - Research Paper Example Secondly, the teachers may opt to enroll for a course that offers them an opportunity to learn more about their profession and the changes that are taking place (Harwell, 2003). Through the course, the professionals can develop greatly in terms of acquisition of ideas. Thirdly, professional development can be attained through actin research. Through action research, the teachers can try out different methods or approaches that lead to effective teaching in the classroom (Harwell, 2003). For instance, the teacher may opt to go for peer teaching or observation that allows the students reflect on concepts taught in class and even assess the performance as a teacher. Lastly, professional development can be attained through the teacher joining groups that are professional in nature. These groups allow for the teachers to be more conversant with the concepts they teach in class and even become active in the quest to do more research on the concepts they teach in class (Harwell, 2003). Conclusively, learning is a continuous process and professional development can be attained through various approaches like enrolling for a course, action research, changing the methods of teaching and even joining professional bodies in one’s

Telecommuting at IBM Case Study Example | Topics and Well Written Essays - 1750 words

Telecommuting at IBM - Case Study Example This report analyzes the success and concerns of this initiative by identifying the process and the special features of this technological trend. A deeper insight is gained into the reasons for it being accepted or rejected for adoption by the employees at IBM Indiana and also proposes an action plan to address any immediate and long-term concerns to aid its implementation and sustenance. Prior to identifying the concerns in implementation, an understanding of the feedback from the employees and a quantitative analysis of the results would be useful for framing further initiatives for the success of telecommuting initiative for IBM, Indiana. Telecommuting is a practice among the corporate world "where paid workers work away from their normal place of work, usually from home" (InnoVisions Canada, n.d.). The reasons for telecommuting are many and it includes reducing layoffs, costs of real estate, etc. It is beneficial for both the organization as well the employees and offers advantages on both professional and personal fronts. While for the organization it offers the advantage of "increased productivity from the employees, reducing costs on real-estate, lesser absenteeism, etc. the benefits for the employees are in terms of flexibility in working hours, less commuting, more freedom of work, improved lifestyle, etc. (InnoVisions Canada, n.d.) 2. Summary of problems faced However, there are a few concerns that have been identified from the feedback given by the employees and addressing them is of importance to the organization. At the Indiana office where it is initially implemented, it is observed that about 10% of the telecommuters still complain of the lack of efficient support system and that the PCs, the phone lines and the scheduling are inefficient to sustain this initiative. They observed that the PCs provided to them are outdated IBM desktops with low configuration which makes them inefficient in complying with the latest technologies needed to implement this technique. The inefficiency of the support system to ensure the home phone to ring instead of directing the call to the voice mail is a major concern for all. Also, the lack of peer interaction, difficulty in exchanging information, reduced team work environment, lack of networking and socialization are other concerns expressed by these telecommuters. Lack of interaction with peers is r esulting in frustration and a feeling of isolation is creeping in many of these employees (wps.prenhall.com, pp164-169). Some also are yet to adapt to the new way of working at home and find that it is encroaching into their private life with less time for personal life due to reasons like workholism, lack of space at home, etc. There are some who find the exchange of data becoming difficult, but the major concern is the affect on print quality due to broken linkages in the support system. Also, the inefficiency of the system to access important data crucial for immediate solutions which otherwise can be accessed through the office LANs

Math Research Paper Example | Topics and Well Written Essays - 250 words - 1

Math - Research Paper Example Secondly, the teachers may opt to enroll for a course that offers them an opportunity to learn more about their profession and the changes that are taking place (Harwell, 2003). Through the course, the professionals can develop greatly in terms of acquisition of ideas. Thirdly, professional development can be attained through actin research. Through action research, the teachers can try out different methods or approaches that lead to effective teaching in the classroom (Harwell, 2003). For instance, the teacher may opt to go for peer teaching or observation that allows the students reflect on concepts taught in class and even assess the performance as a teacher. Lastly, professional development can be attained through the teacher joining groups that are professional in nature. These groups allow for the teachers to be more conversant with the concepts they teach in class and even become active in the quest to do more research on the concepts they teach in class (Harwell, 2003). Conclusively, learning is a continuous process and professional development can be attained through various approaches like enrolling for a course, action research, changing the methods of teaching and even joining professional bodies in one’s

Piagets Theories Essay Example for Free

Piagets Theories Essay The summary of Piaget’s theories includes stages of learning through cognitive development. The cognitive perspective was revolutionized by Jean Piaget, a Swiss psychologist. Piaget proposed â€Å"that all people pass in a fixed sequence through a series of universal stages of cognitive development†. (Feldman, 2008, p. 20) Piaget’s theory outlined four stages of development. Piaget’s Four Stages of Learning The four stages of learning are sensorimotor, birth to 2 years old, preoperational, ages 2 to 4, concrete operations, ages 7 to 11, and formal operations, ages 11 to 15. Campbell, 1976, p. 1) Piaget’s four stage learning model demonstrates how the mind processes new information encountered at different ages. The child does not move from one stage to the next until it has reached physical maturation and has experienced relevant situations. (Feldman, 2008, p. 151) In the sensorimotor stage the infant learns through interaction with the environment, which could include mouthing and touching items to build an understanding of oneself at this stage of cognitive development. The infant is unable to speak therefore learns through assimilation. (Campbell, 1976, p. 1) Catherine P. Cook-Cottone used Piaget’s Theory of Cognitive Development to analyze student counseling sessions. In her article â€Å"Using Piaget’s Theory of Cognitive Development to Understand the Construction of Healing Narratives† she identifies the stages of learning of students in sessions. Students in the sensorimotor stage â€Å"may enter the counseling situation with a very limited ability to conceptualize and describe their presenting problems†. Cook-Cottone, Fall 2004, Volume 7, p. 182) In the pre-operational stage conceptualizing abstractly is not possible. There needs to be concrete physical situations for the child to understand there is a difference. The child needs to see objects in simple ways with important features setting it apart from other objects. (Feldman, 2008, p. 151) In â€Å"Using Piaget’s Theory of Cognitive Development to Understand the Construction of Healing Narratives† there is a sequence of learning for the students in therapy who work through resolving their problems. Cook-Cottone, Fall 2004, Volume 7) In pre-operational stage students are able to label the areas of concerns. â€Å"As students gain therapueutic experience with concepts or issues, they begin to develop increasingly organized schemata for the problem-related experences†. (Cook-Cottone, Fall 2004, Volume 7, p. 182) Concrete operations stage the child begins to think abstractly and is able to conceptualize. (Feldman, 2008, p. 151) The child creates logical explanations for the physical experience it is relating to or sees. Catherine P.  Cook-Cotton states â€Å"Once labels are consistently used in the counseling situation, students narratives become increasing more focused on making many connections among experiences. (Cook-Cottone, Fall 2004, Volume 7, p. 183) The fourth and final learning stage is formal operations. This stage is the final learning phase for an individual. There is no longer a need for concrete objects to reason, and hypothesis begins. (Campbell, 1976) In â€Å"Using Piaget’s Theory of Cognitive Development to Understand the Construction of Healing Narratives† the students â€Å".. ave achieved a formal integration of the problem-specific content, they begin to make a sophisticated associations among more abstract ideas in addtion to being able to make associations amoung concrete experiences†. (Cook-Cottone, Fall 2004, Volume 7, p. 183) Piaget’s Theory vs. B. F. Skinner Operant Theory With â€Å"operant conditioning, formulated and championed by psychologist B. F. Skinner, individuals learn to act deliberately on their environments in order to bring about desired consequences†. (Feldman, 2008, p. 19) Cognitive Development operates on the individual assessing, learning and developing through inner self and their experience with the environment. With operant conditioning the individual learns by reinforcing a behavior through a series of rewards or consequences to avoid the behavior. In other words, positive or negative consequences determine the learning, and ultimate behavioral outcome. Conclusion Piaget’s theory of cognitive development revolutionized the way learning was observed. The focus turned to how an individual learns from within instead of observing the environment and what the individual learns from their surroundings.

Brand Extensions In Fashion

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