Program Proposal Essay Example | Topics and Well Written Essays - 6000 words

Program Proposal - Essay Example hes to Syndrome X factors ,as were accessible on independent premise, somewhere in the range of 15 years back; Record the current advancement of the all encompassing methodology; List out nutraceuticals that have been acknowledged.; Trace improvements in other nutraceuticals.;Correlate condition X states with nutraceutical cures both as driving medication just as help prescription inside the comprehensive methodology; Have an away from on favorable circumstances of different methodologies state allopathy;Similarly have an away from of weaknesses of different methodologies; Map out administration systems with predefined degrees of seriousness; Train the members in the specialty of balancing and calibrating such procedures relying on the current case; Review clinical phases of acquiring remedially endorsement for nutraceuticals,and study development of law in restorative endorsement. Condition X is a sickness state which has been recognized, in the no so distant past, alongside the group of stars of maladies it includes. The idea is a developing one and is an immeasurably significant idea. Its significance is improved by the way that a huge populace experiences Syndrome X manifestations and has the dread of growing into more infection state in the event that one specific sickness state is overlooked or not sufficiently tended to. Consequently, an upgraded comprehension of the all encompassing conceptualization of condition X would realize a vastly improved way to deal with treatment draws near. A regular methodology is to treat just one of the illness states inside the group of stars of the infection states recognized under condition X and concentrate either way of life put together or allopathy based treatment with respect to this specific methodology. This causes the human services framework to overlook a few different manifestations which may be irritating som ewhere else. As and when these side effects become observable these are again taken up with both of the above methodologies for treatment. It is generally recognized that the standard methodology is to concentrate on allopathic medications with way of life commitments coming just as beneficial

Herpes Simplex Virus

Herpes Simplex Virus Type 1 Infection at the Molecular Level Research Paper Virology 24 November 2008 Abstract Herpes simplex infection type 1 (HSV-1) contamination is broad and causes huge malady in people. The structure, the study of disease transmission, pathogensis and invulnerable reaction are inspected in this survey, just as explicit approaches to decrease and dispose of pathology and related illnesses. The infection normally contaminates mucosal zones and starts the quest for its objective host cell. After authoritative to the host cell film by means of groups of glycoproteins, the virion is then phagocytosed.Soon the core is seized and all ordinary host cell instruments are stopped. Replication of HSV-1 is explicit encoding quick early, early and late qualities. When the infection replication process is finished the infection exits epithelial cells close to the site of disease through a procedure known as cell lysis. Tactile neurons are the particular objective of HSV-1, whe re it would then be able to go to the trigeminal ganglia (TG) stoma by means of neuronal microtubular systems. Both natural and versatile safe frameworks react to the disease with different antibodies, interleukins and interferons.Once the virion arrives at the sensory system, the insusceptible reactions can't identify it in spite of the fact that they attempt to contain it admirably well. HSV-1 enters an inert stage, normally by means of idle related transcripts, not making pathogenesis yet incapable fend off by methods for the host insusceptible framework. Following a distressing circumstance or likewise UV actuation, HSV-1 goes down nerve filaments to re-contaminate cells close to the first site of disease. This procedure is known to proceed all through the life expectancy of the contaminated individual, ordinarily without fatalities.When the host invulnerable reaction can't contain the infection in the TG, a few related maladies, for example, encephalitis and keratits result. Qu alities associated with infection replication and host qualities, to wipe out the infection, have been moved to cause invert impacts and are presently utilized as antivirals. Albeit no immunization has been endorsed for use against HSV-1, different endeavors have been made. This exploration paper characterizes the infection contamination at an atomic level just as exhibits alterations of the infection qualities to cause turn around impacts and researches only a couple of the sicknesses associated with HSV-1.Introduction Herpes simplex infections type 1 and 2 are notable individuals from the family Herpesviridae, subfamily Alphaherpesvirinae, which cause long lasting, inactive disease in people. Herpes simplex infection type 1 (HSV-1) ordinarily remains the reason for mouth blisters, gingivostomatitis, and skin sores in the orofacial region, just as numerous uncommon however deadly conditions (1). Herpes simplex infection type 2 (HSV-2) is basically connected with genital region cont amination. Around the world, roughly 33% of individuals show clinical signs of HSV-1 disease (2).HSV-1 is neurotropic, contaminating various cell types however building up dormancy in the trigeminal ganglia (TG). HSV-1 reactivates, in light of specific upgrades, for example, passionate or physical pressure or UV light, and is shipped along nerve strands to mucosal or cutaneous locales (1). Contaminated cells give indications of the core changing shape and nucleolus removal with an arrangement of multinucleated monster cells. Cells degenerate, lyse and vesicles of liquid containing the infection situate between the epidermis and dermal layer of the skin shaping a sore (2).Although HSV-1 taints an enormous level of the populace, few really show manifestations of malady. HSV Structure and Genome HSV-1 is a wrapped twofold abandoned DNA (dsDNA) infection comprising of four components. Initial, an external envelope with glycoprotein spikes on its surface. Second, a covering layer includi ng a few viral proteins significant during HSV-1 disease. Third, an iscosahedral capsid encompassing the last compartment, the electron dark center containing the dsDNA genome wrapped as a spool. The envelope is comprised of 13 diverse viral glycoproteins installed in a lipid bilayer.The viral genome of 152 kb, encode most of the proteins of the develop virion. Covalently connected L (long) and S (short) segments are separated into special long (Ul), flanked by stomach muscle and b’a’ rehashed portions, and novel short (Us), flanked by air conditioning and c’a’ rehashed sections. Homologous recombination between terminal rehashes brings about four straight isomers at equimolar focuses (see figure 1). Every one of the four isomers, including P (model), IL (reversal of the L segment), IS (reversal of the S segment) and ISL (reversal of both the S and the L part), encode 90 interesting translation qualities fundamental for viral replication (3).HSV Replicati on Infection is first initialted by the connection to the host cell glucosaminoglycans, as a rule heparin sulfate and chondroiton sulfate, with viral glycoprotein C (gC). This bond results in at any rate five glycoprtoeins, gB, gC, gD, gH and gL, authoritative to other cell surface receptors, for example, Herpesvirus passage middle person or nectin 1? or then again ? (4). Combination of the viral envelope follows, and the de-encompassed covering capsid is shipped to the atomic pores through the microtubular arrange, where DNA is discharged into the nucleus.Nuclear pore complex acknowledges the viral DNA from the capsid, limiting the dissemination of DNA to the cytoplasm, and the exchange is finished by atomic pore proteins (5). The viral genome circularizes after entering the core, and translation of the five prompt early qualities (IE) is finished by the host RNA polymerase II. Among the IE qualities are ICP0, ICP4, ICP22, ICP27 and ICP47. Host interpretation, RNA joining and trans port are restrained during replication, known as host cell shut off. Early (E) viral qualities encode chemicals in nucleotide digestion and viral DNA replication and require the nearness of IE genes.Viral E quality items, including viral DNA polymerase, single-abandoned DNA-restricting protein, root restricting protein and DNA helicase-primase, collect on the parental viral DNA and start DNA amalgamation in replication compartments. Three DNA replication causes tie by viral source restricting protein, separate the DNA strands and start viral DNA amalgamation. Articulation of the late (L) qualities starts and creates basic parts of the virion. Capsid get together happens in the cytoplasm and the related proteins are then shipped to the nucleus.Progeny DNA concatamers are cut into monomers and are embedded into the capsid. Cleavage and pressing of HSV-1 genome requires two cis-acting components, pac1 and pac2. Next the nucleocapsid develops and departure by going through the Golgi dev ice with the covering layer and the virion envelope. (3) HSV Latency After contamination of the mucosa or epithelial scraped spot, HSV-1 enters tactile neurons close to the site of disease and the covering and nucleocapsid travel by retrograde axonal vehicle to cell neuronal soma discharging viral DNA and VP16, when the infection may enter lytic replication or the inactive state.Lytic replication brings about neuronal cell demise as portrayed previously. (2,3) During dormancy the genome circularizes and enters a vigorously chromatinated state where no irresistible infection is created and most of viral quality articulation is hushed. Inactivity related transcripts (LAT), mRNA qualities, are the main transcripts found in dormant neurons (6). Articulation of LATs isn't completely required for support of inactivity. Reactivation triggers the infection to be moved the other way, antrograde, and re-contamination happens at the underlying site of disease. HSV and the Immune SystemThe invu lnerable reaction to HSV-1 incorporates both natural and versatile safe reactions. Intrinsic insusceptibility is the primary line of protection including normal executioner (NK) cells, macrophages, dendritic cells, and different cytokines and supplement proteins. Beginning reaction includes discharged proteins, for example, defensins and supplement proteins. Supplement proteins tie HSV antigens bringing about the cleavage of supplement particles. This, trailed by the arrangement of the film assault complex, pulverizes the infection. HSV gC obstructs the supplement course, checking the impacts of complement.The versatile safe reaction is activated with B cell memory upgraded because of the infection. An antiviral state is actuated by contaminated epithelial cells and inhabitant interferon delivering cells (IPCs), emitting interferon ? furthermore, ? , taking action cells for apoptosis. Tumor corruption factors ? (TNF-? ) is likewise created by IPCs and goes about as an autocrine sign al invigorating separation of ICPs to dendritic cells. They can go to the lymph hubs to invigorate CD4+ T cells to deliver IFN-? also, interleukin 10 (IL-10). After disease and replication, HSV-1 decimates tainted cells and goes to tangible neurons.Polymorphonuclear leukocytes, macrophages, NK and TCR+ T cells penetrate the TG, control the contamination and forestall the spread of the infection to raise by cells, including the cerebrum. The versatile safe reaction is driven by the intrinsic resistant reaction. Antigen introducing cells move from the site of contamination to the territorial lymph hub to introduce CD4+ and CD8+ T cells and B cells. Lacking supplement falls prompts less lively memory reaction to HSV-1. Antibodies against gD and the gH-gL complex are found to ensure against HSV-1 and are seen as cross receptive to different strains of HSV.Macrophages immerse viral proteins and cell particles from lysed cells and furthermore discharge cytokines preferring the T aide (Th) cell CD4+ reaction. CD8+ cytoxic T lymphocytes (CTL) are delivered and they respond with epitopes showed on tainted cells, which are then focused for apoptosis. See figure 2. The IE protein ICP 27 contains intense CTL epitopes. The viability of gB to prompt a CTL reaction recommends gB is the immunodominant antigen of HSV-1. (2) Beneficial Modifications of Genes Associated with Herpes Simplex Virus type 1 and Relative Associated DiseasesOccasionally

Could You REALLY Pay Off this 3-Month Payday Loan in 3 Months

Could You REALLY Pay Off this 3-Month Payday Loan in 3 Months Could You REALLY Pay Off a 3-Month Payday Loan in 3 Months? Could You REALLY Pay Off a 3-Month Payday Loan in 3 Months?Sure, a longer payday loan means more time to pay the loan off, but it also means higher costsâ€"with no additional benefits.One of the biggest problems with payday loans is their incredibly short payment terms. With an average term of only two weeks, it can quite hard for most folks to pay the loan off on-time.But recently some payday lenders have  sought to offer payday loans with slightly longer terms, like three months. So are these a safer bet?Lets do some math.In order to figure out the cost of a three-month payday loan, youll need a loan calculator. Since we haven’t perfected our loan calculator technology yet, we used this one.Youll also have to know how much youre borrowing,  and its APR, or annual percentage rate. The APR measures how much a loan would cost you in fees and interest over the course of a full year. Its a standard measure that lets you make an apples to apples  cost comparison between loans.Many pay day loans have APRs as high as 400 percent (and some have APRS that are, gulp, way  higher). But for now, we’ll use 300 percent as our APR, and well use $1,000 for our loan amount.If you take out a $1,000 payday loan at a 300 percent  APR, you’ll need to pay back $1,536.90 at the end of three months.So, is that realistic? Maybe. Three months to pay back $1,536.90 works out to a rate of $128.08 a week. But while those numbers might  seem  reasonable, the reality is something altogether different.Paying off a 3-month payday loan in one lump sum is hard.When it comes to loans, longer payment terms are almost always better. Longer terms mean more manageable payments and more opportunities to improve your credit score by making said payments on time.And, hey, if youre able to pay the loan off early, thats great! Youll save money on interest.But with a three-month payday loan,  all these benefits might be totally absent. First off, there are the more manageable payments, which a payda y loan is unlikely to have.Unlike installment loans, which break your repayment up into a series of smaller payments, payday loans generally rely on lump-sum repayment, which means that you pay the loan off all at once.Studies have shown that people have a hard time paying their payday loans back on time, and lump sum repayment is a huge factor. Paying a loan off in small chunks is much easier for them than saving up the money to pay off the entire balance.In other words, saving up$1,536.90 over three months is a lot harder than only paying $128.08 once every week.You cant save you money by paying off a 3-month payday loan early.Next,  theres paying your loan off early to save interest. This wont work with most payday loans and cash advances, as their fees and interest are charged at a flat rate.  That means the interest doesnt accrue on your balance over-time. Instead, it is calculated up-front and immediately added to your repayment amount.When interest is being charged as a flat- rate, early repayment doesnt earn you any discounts or added bonuses. Well, okay, it  does  get you out debt, which is pretty nifty. But if youre going to take out a loan, you want one that can benefit your finances in the long-term.Even leaving out their sky-high interest rates, payday loans offer very little in way of long-term benefits.A 3-month payday loan wont help your credit.Lastly,  there are the opportunities to improve your credit score. Even if a payday lender  were to report your payments to the credit bureaus, paying the loan off in one payment would have a smaller positive effect on your score than paying it off in multiple installments.But thats pretty much a moot point, as payday lenders very rarely report any payment information at all. This is pretty standard for most no credit check loans and bad credit loans. (OppLoans, on the other hand,  does  report to credit bureaus.)Installment loans provide a better alternative.Since coming up with $1,500 all at once is too big an ask for most people, you’ll probably better off getting an installment loan. Thats a loan that lets you pay back your loan a little bit at a time in series of smaller, regularly scheduled paymentseach of which goes towards both the interest  and  the principal loan amount,Ideally, you want a  lender who performs a soft credit check and genuinely cares about your ability to repay the loan. Whilst this might sound funny, some predatory lenders out there rely on their customers being unable to pay their loan back on time.The more those customers roll their loan over and extend the payment terms, the more money these lenders stand to make. You want a lender  whose loans are designed to be paid off the first time, not the fifth.To learn more about the negative impacts of payday loans, check out these related posts and articles from OppLoans:5 Alarming Payday Loan StatisticsPayday Loan Rollover: How Short-Term Loans Turn Into Long-Term DebtWhat’s Worse: An Overdraft Fee or A Payday Loan?Do you think three-month payday loans are harder or easier to pay off than two-week loans? We want to hear about it!  You can  email us  or you can find us on  Facebook  and  Twitter.Visit OppLoans on  YouTube  |  Facebook  |  Twitter  |  LinkedIN

Managing Threats At St Peter s Home Essay - 1468 Words

Managing Threats to Data At St Peter’s we take many steps to ensure the safety of our data. To protect our computers from viruses we use up to date antivirus software. It is important that your antivirus software is up to date because ne viruses are always being made and discovered. When they find a new virus the antivirus software becomes programmed to protect your computer from them therefore the more you update your antivirus the more protected you are as your computer can protect you from more viruses. At St Peter’s our computers are updated as soon as new software is released. In order to ensure no important work is lost St Peter’s does a backup of the school server every hour. This data is then stored off site so then if an accident such as a fire were to occur at school our data would be protected and we would be able to recover our work. In order to stop our school logins from being hacked we have a unique username and password to access our information. We change this password every 4 weeks this is important because if somebody does find out your password they cannot use it for an extended period of time. At St Peter’s we have a backup generator so that if a power cut does occur we can still run the server. Another way to ensure your data is protected is by encrypting your important files, this allows you to put a password on them so that nobody else can access or alter them. File Types JPEG- Good for compressing detailed images without sacrificing quality. IsShow MoreRelatedMarks Spencer Case Study6101 Words   |  25 PagesPorters Five Forces Model................................................. Page 4 INTERNAL ANALYSIS 3.0 Auditing the Resources of MS.......................................... Page 5 4.0 Value Chain Analysis....................................................... Page 8 5.0 Analysing the Culture Stakeholders in 1998 ....................... Page 11 6.0 Evaluation of MS ´ Strategy............................................. Page 15 6.1 SWOT Analysis...............................................Read MoreSwot Analysis of Marks and Spencer During 1995-19996970 Words   |  28 Pagesfirst in its country of origin, the UK, and later internationally. However, the late 1990’s saw a reversal of fortune for this company. In this case study, we look at the relevant issues surrounding this decline and the initiative to turn this problem around. The topics that will be discussed include the business environment, resource and competence analysis, strategic leadership, culture, strategic options, managing change, and the future of Marks and Spencer. Business Environment The environment encapsulatesRead More Impacts Upon Skinclads Business in the Next Five Years Essay3898 Words   |  16 Pageslikely to impact upon Skinclad’s business over the next five years, reviews the internal factors, existing marketing mix and highlights possible problems areas. The Swot analysis lists the main strength of the business, its weakness and likely threats and opportunities the company may face in the future. Finally, the report identifies recommendations and possible options for improving production and the financial viability of Skinclad. MACRO ENVIRONMENTAL FACTORS PEST ANALYSIS A1 ARead MoreStrategic Management, Its Phases and Useful Concepts for the Formulation and Implementation of Value-Oriented Corporate Level Strategy6710 Words   |  27 PagesExternal Environment 19 A.2 PESTLE-Analysis 19 A.3 Porter’s Five Forces 20 A.4 Porter’s four corners analysis 21 A.5 Porter’s Value Chain 22 A.6 SWOT Analysis 22 A.7 BCG- Portfolio 23 A.8 McKinsey Co. 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Motivation And Motivation For Job Satisfaction And...

The meaning of motivation has been defined as follows: the psychological process that gives behavior purpose and direction (Kreitner, 1995); the internal drive to satisfy an unsatisfied need (Higgins, 1994); the will to achieve (Bedeian, 1993); and an inclination to act in a purposive manner to achieve specific needs (Buford, Bedeian, Linder, 1995). What motivates people can vary from person to person. For example, one person may be motivated by monetary rewards or extrinsic factors, while others are motivated by recognition and achievement or intrinsic factors (Linder, 1998). Motivation plays a vital role in an agency’s management. The key factor is to identify the method of each employee’s motivation and work on that to increase job satisfaction and decrease job burnout. A successful leader will need to understand different motivational theories and must be able to determine which strategy or combination of strategies works best to motivate each member of their t eam. The Problem Currently, the partial hospitalization program is experiencing difficulties with staff motivation, morale, and performance which in turn are having a negative effect on clinical outcomes. The Director has started taking steps toward improving certain aspects of the program, but her methodology is not well thought out or planned. In an effort to provide guidance to the Director, this paper will evaluate the current motivational approaches being used along with developing a motivationalShow MoreRelatedEmployee Perception Of The Job Requirements At Social Service Agencies1386 Words   |  6 Pagesservice agencies. This means that community demands are increasing and workers take on more client’s, deadlines, and increased accountability. This study seeks to explore employee perception of the job requirements at social service agencies in regards to the demands, organizational support and satisfaction. 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Midterm Assessment Analysing T-accounts Balance Sheet and Profit

Essays on Midterm Assessment: Analysing T-accounts Balance Sheet and Profit and Loss Account for a small US company Essay Running Head: Analyzing Financial ments of a small US company ANALYSING T-ACCOUNTS BALANCE SHEET PROFIT AND LOSS ACCOUNT FOR A SMALL US COMPANY Customer Inserts His / Her Name Customer Inserts Grade Course Customer Inserts Tutor’s Name Assignment Part 1 - Requirements The accounting entries for each of the events, which took place within a small distribution company, have been accounted for under various relevant T accounts in Exhibit 1.1 in attached Excel sheet. Assignment Part 2 - Requirements Vertical analysis of financial statements of a Company For business purposes and to clarify the better financial position and performance of a Company, vertical analysis of financial statements of enterprises is performed in order enlighten various financial analysis and comparative outlook of a Company financial standing and result. Vertical analysis is basically the display of every line items of financial statements as a percentage or rate of gross revenues, which exactly tells that where are each penny of Company’s earned revenue is utilizing and what is its overall flow of expenditures towards attaining the final net profit for the Company (Netplaces.com, 2014). In addition, same analysis is performed with respect to balance sheet of Company as well. The vertical analysis of Profit and Loss statement and Balance sheet of a Company has been performed in Exhibit 1.2 of excel file attached. Horizontal analysis of financial statements of a Company On the other hand, the major aspect and intention behind performing and developing a horizontal analysis on any Company’ s financial statements, is to analyze and critically evaluates the figure work incorporated in such statements from one financial year to another one (Berry, 2011). This analysis is basically termed as the trend analysis in typical accounting literature, and it would clearly points out the recent trends with which a particular line item of financial statements of a company is affected with. Moreover, the horizontal analysis of Profit and Loss statement and Balance sheet of a Company has been performed in Exhibit 1.3 of excel file attached. Cash flow Statement of Company A cash flow statement of Company is prepared with the help of the financial statements of Company in Exhibit 1.4 of attached excel file. Brief Analysis on financial performance of Company A Dupont  model is used here to analyze the financial performance of Company, particular to its current year financial results accruing and forming several heads and classification of overall revenue figure that company has earned in 2013. This model successfully demonstrates the overall company performance in terms of, where its ultimate return on equity is developing from. Moreover, the prime strength of Dupont models of financial evaluation is typical means through which, it takes an indirect consideration over the broad scale of financial information to determine and analyze the ultimate outcomes which it provides on clear basis   (Guidotti, 2013). For instance, with the help of following figure, asset turnover percentage input, is indirectly flowing some great extent of informational data with regard to different facets and breakups of overall financial analysis, including line items of balance sheet, profit and loss statement, and their overall interlocking interactions. Source:  (Guidotti, 2013) However, when implementing and analyzing the financial data of the company in question, it would be much appropriate and feasible to accurately divide the overall financial performance of a company under its ultimate net of return on equity basis. Although, a core structure of such model would be quite different from one company performances to another, but, as far as our company is concerned this model would certainly depict a unique and clear mode of financial outcomes analysis with regard to company’s current and past financial performances. Key Findings The overall analysis performed and calculations made and demonstration of various set of financial techniques implicated in order to meet and critically evaluated varied financial standings and outcomes of a Company, following are some key findings as a result of this analytical report; On the basis of vertical analysis, the income statement of a company can be clearly viewed from the overall proportion or percentage of gross revenue as a product of other line item of presented in such statement. Moreover, such analysis also enabled the presentation of balance sheet framework in a more congenial manner as well, and it is due to each line item of assets and liabilities and share holders equity can be truly represented as the percentage of assets and liabilities and equity in particular. This would highly facilitate the users of financial statements as they would not need to indulge themselves in analyzing diversified and head aching figures work and terms. Moreover, horizontal analysis depicts the change in figure and proportional means of such figures, of comparative years of financial information for two years and more. With regard to company analyzed, a considerable fluctuated line items under our analysis includes the transformation of company from profit earning entity to loss generating company from 2012 to 2013, which is proportionally accruing the net change of 1300%. In addition, due to this substantial change, an overall fluctuating picture has been presented by the profit and loss statement of a company analyzed with horizontal techniques. As far as balance sheet is considered, a horizontal analysis strongly depicts and highlights two major line items in 2013 which have been significantly varied as compare to last year financial scenarios. This includes the major fall in accumulated account receivables and a rise in share capital structure of a company. However, cash flow analysis of Company provides a positive inflow of cash resources towards the company during the year, which is mainly due to the reasons of payment received from debtors, receipt of cash from banks in form of loans and accounting for non cash items from the profitability of company, including depreciation, amortization and doubtful debts expenses. REFERENCES Netplaces.com, (2014).  Vertical and Horizontal Analysis - Accounting. [online] Available at: http://www.netplaces.com/accounting/the-best-use-of-your-financial-statements/vertical-and-horizontal-analysis.htm [Accessed 19 Aug. 2014]. Berry, L. (2011).  Financial accounting demystified. 1st ed. New York, NY: McGraw-Hill. Guidotti, D. (2013).  Strengths and Shortfalls of Dupont Analysis. [online] PFhub - Business, Financial Economic News. Available at: http://www.pfhub.com/strengths-and-shortfalls-of-dupont-analysis/ [Accessed 19 Aug. 2014].

Beowulf Essay Introduction Example For Students

Beowulf Essay Introduction The strength of his rational mind is not diminishing the pains of his emotions. On thecontrary, the speaker is losing his sanity as time progresses. In the past, perhaps, thespeakers rational thought processes allowed him to cope with failed romances. However,in the presence of this love for his dark mistress, all his logical mental abilities areoverpowered. His rational mind, which he depends on for truth and sanity, has left him inthe face of love. The torment of love has made it impossible for the speaker to maketruthful, objective observations about his world (Companion to 43). In this poem,Shakespeare claims that it is love, not reason, that shapes ones perception of the world,for ones mind, the ideal and rational judgment-maker, is subject to and overwhelmed bythe whims of emotion (Companion to 44). At the beginning of Sonnet 147, the speakerslove is described as a fever, but as the sonnet continues, the effects of love intensify. Towards the end of the poem, love has completely overwhelmed his mind, inducing him tobecome frantic-mad (Line 10). He continues, My thoughts and my discourse as madmens are, /At random from the truth vainly expressed (Lines 10 and 11). The languageShakespeare chooses further emphasizes the crazed effect love has had on the speakersmind (Rowse, A Biography 72). The word discourse, for instance, derives from Latin,meaning to run about. The use of this word creates a clear image of a mad man runningwild and uncontrolled. This love not only makes him go insane, it also blinds him from thetruth (Rowse, A Biography, 74). He says, For I have sworn thee fair and thought theebright, /Who art as black as hell, as dark as night (Lines 13 and 14) . The speakerslogical mind knows that his woman is evil, yet his love for her blinds him and he sees heras beautiful. Love, then, is, for Shakespeare, a force that operates within several differentcontexts. As such, love has a multi-faceted definition, which yields to a multi-facetedidentity. Shakespeare defines love in three different ways. First, love can be seen as an internal force fighting against other internal forces, as we seein Sonnet 147, where the speakers inner turmoil stems from the battle of his love againsthis reason within himself. Second, Shakespeare epics love as an internal force whichbattles external forces, such as social pressures. Finally, Shakespeare portrays love on aneven larger scale, where Love is an external power that, independent of any individual,struggles against and then defeats Time, another external entity (Booth 14). Clearly, iflove is an overwhelming, forceful entity that defeats time, death, social pressures, andreason, then love is no longer simply an internalized emotion; it is also an externalizedpower which can exist independent of human beings (Booth 22). Sonnet 147 deals withlove as an internal agony where there is no mention of outside forces at play. This is apersonal poem where Shak espeare uses the metaphor of disease and illness to representthe obsessive love which has taken over his speakers senses (The Works 119) . Thespeaker describes an internal battle where his mind is being devoured by his crazedsickness, love. Both his love and his reason though, are internalized, sparring forces. Incontrast to poem 147, Sonnet 130 describes the experiences of a mans struggle againstexternal, social factors, such as his cultures romantic ideal for ones beloved. Here, thespeakers love is an internal force which overcomes external factors, as the speaker useslove as a justification for his adoring relationship with a woman (The Works 134). InSonnet 116, Shakespeare goes one step further, and depicts two external forces, Love and

Race in Ancient Egypt

Race describes classification of human into distinct groups by considering factors such as heritable phenotypic characteristics or geographic ancestry. It is influenced by such traits as appearance, culture, ethnicity, and socio-economic status of individuals.Advertising We will write a custom essay sample on Race in Ancient Egypt specifically for you for only $16.05 $11/page Learn More Race in ancient Egypt In the Ancient Egypt, there was minimal consideration in terms of race. Majority of population were black individuals, while the entire world was devoid of racism. Importantly, the dark skin was never seen as a sign of being inferior, this being depicted by the entire artworks from the ancient Egypt, Greece, and Rome. Civilization originated from Western countries, when the European powers colonized Africa in the nineteenth century. This resulted to the introduction of numerous adverse effects within the black community. The black pharaohs sprang fro m African civilization that had flourished on the southern banks of the Nile, and reunified and filled the landscape with glorious monuments. Western scholars began to pay attention to the skin tone of Egyptian individuals, as they viewed the blacks as being primitive and inferior compared to the white explorers. It is believed that all ancient Egyptians, from King Tut to Cleopatra, were black Africans. They ruled Ancient Egypt for thousands of years, after conquering non-black rule and accomplishing numerous tasks. Moreover, the stability of Egypt was always restored by the black leaders from the south. Ancient Egyptians had no racial distinctions between their populations, and they acknowledged and depicted the distinct differences that existed between themselves and the Libyans, Asiatic, Persians, Greeks, and Romans. Due to race infiltration in Egypt, majority of the black people were under-educated and denied the facts that spelled out the true history of Ancient Egypt, achievem ents of the black population, and their original works and practices. This was being spearheaded and promoted by the Europeans and Arab invaders. Racism affected the research process and findings, as most of the findings were only attributed to the whites, including their works. Moreover, various artifacts and certain achievements by the blacks were changed to depict the whites as being supreme.Advertising Looking for essay on african american? Let's see if we can help you! Get your first paper with 15% OFF Learn More The black population was regarded as having no influence on development of early civilization in Egypt, although they had the greatest influence in majority of the developments that had taken place in the ancient times. Racism was distributed across generations of teachers, students, and the public through misinformation of various known facts that described true black Africans. Ancient Egypt was full of numerous artifacts that existed from the ancient ti mes. These were made and designed by native Africans and later discovered by the white explorers who came as a result of colonization within Ancient Egypt, including the discovery of seven large stone statues of Nubian pharaohs, various portraits of blacks that were changed to depict white supremacists and so on. Majority of the occurrences, artifacts, and discoveries were turned round because of the existing racism to depict the strengths and achievements of the whites at the expense of the black population in ancient Egypt. Conclusion Ancient Egypt faced racism because of the introduction of civilization after the process of colonization in the nineteenth century, when the whites promoted oppression of the black population in terms of education, information, and the general achievements that had been brought by the black Africans. This led to majority of the achievements, works, and artifacts and so on, that were done and accomplished by the blacks being linked and notated to the whites. This essay on Race in Ancient Egypt was written and submitted by user M00nst0ne to help you with your own studies. You are free to use it for research and reference purposes in order to write your own paper; however, you must cite it accordingly. You can donate your paper here.

Role and Functions of Law Paper Essays - Free Essays, Term Papers

Role and Functions of Law Paper Essays - Free Essays, Term Papers Role and Functions of Law Paper Role and Functions of Law Paper Jennifer Quiles LAW/421 October 31, 2013 Stephen L. Clearly Role and Functions of Law Paper As Cipollone claimed victory, becoming the first party to be paid for damages in a liability case, the country began to see the implications of federal laws. (Melvin, 2011) Understanding just who Cipollone was and what this case was about is important to understand the role the laws played in the case. Cipollone was the son of a smoker who died of cancer, a commonly known side effect of smoking today. Cipollone sought for damages because he felt that his mother died as a result of the cigarette company and their negligence. He felt that they had committed fraud in their failure to properly warn about the harmful effects they had on ones health and they also committed fraud in their ways of advertising. He also felt that there was a conspiracy to hide important information, about the serious and harmful effects smoking had, obtained through medical and scientific research from the public. (Melvin, 2011) His mother smoked for 42 years, almost her whole life, and began smoking in 1942. This was before the Federal Cigarette Labeling and Advertising Act was put in to place in 1965. The Public Health Cigarette Smoking Act of 1969 went on to say that the state was not allowed to rule on cases that involved cases that were properly labeled. The case was preempted by federal law, meaning there was a federal law that superseded any state laws. When the case was originally brought to the United States Supreme Court, in 1991, it was thrown out for this reason. Cipollone had relied solely on State laws that were in place. This left Cipollone no other choice but to file suit based on federal law. Cipollone did not see his victory until the case was reargued in 1992. It is important to understand what federal laws are in place in all different types of situations because of Article VI in the Constitution. If there is a federal law in place it preempts any state law on that particular issue. Perhaps if Cipollone had known he would have been better prepared and had a more appropriate claim when he tried the case in court the first time. When working in the public education sector, there are many laws in place to protect teachers, students, and community members. There are school boards that are appointed through elections to ensure that these laws are being followed. Schools must comply with the regulations set through local, state and federal levels. Some if the federal laws that govern schools are FERPA, (educational and privacy rights), Healthy, Hunger-Free Kids Act of 2010, (replacement to the National School Lunch Program), and the Americans with Disabilities Act, (a 2008 amendment to protect the rights of disabled employees). (National School Board Association, 2013) In all there are many federal, local and state laws within the public school system. Understanding changes and differences are equally important. If not they have the possibility of encountering liability claims from all different ends. References Melvin, S. P. (2011). The legal environment of business: A managerial approach: Theory to practice. New York, NY: McGraw-Hill/Irwin. National School Board Association. (2013). Federal Regulations. Retrieved from nsba.org/SchoolLaw/Federal-Regulations

My educational goals and career plans Research Paper

My educational goals and career plans - Research Paper Example Likewise, it is my work as an assistant cook at the Especially 4 U Restaurant which tops my impressive list of community service and work experience.   Very simply put - I love to cook. Every dish I cook is an expression of my creativity and my caring, and there is no greater satisfaction than that of watching people relish my food. My dream is to become a top chef. I believe that the best path towards achieving this goal is to earn top notch educational credentials in food and nutrition, and simultaneously gain as much hands-on, practical knowledge as possible. I then hope to travel round the globe, work under the master chefs of various countries, and go on to become a cordon bleu chef. My ultimate goal is to open my own restaurant, exhibiting my individualistic, distinctive style of cooking: a style rooted in the warmth and love of home-cooked food. I am confident that my strengths, which include the determination to excel in whatever I do, my committed work ethic, my extroversion and love of social interaction, and, above all, my passion for cooking will help me to achieve my goal. As a person who is dedicated to community service, I also hope to harness my future education and career to provide succor to the lesser privileged and contribute to the food needs of those in

Winning a Lottery Essay Example | Topics and Well Written Essays - 750 words

Winning a Lottery - Essay Example The article's headline says, "Artist Wins Million." Included a picture of your surrounded by your family and friends. Everyone in the picture was smiling. But, the reality is different. With the help of this letter, I want to tell you some negative effects of sudden wealth. But my message is very clear that sudden wealth can bring nothing but unhappiness. It may directly effect on your personality, relationships, and lifestyle.Winning a lottery will create a sense of isolationism and you will be separated from friends and family. This could happen if the winner like you relocated into a new setting; therefore, it will disconnect you from your friends and family. As, what, I have recently experienced in my life. You could furthermore appeal new family and associates who could be characterized as being 'false' as their concerns are in the cash and not in your friendship. For example, there have been normal situations of distant or estranged relations abruptly and unexpectantly seeming out of the azure when hearing of a family member's latest fortunes. Eventually the one-by-one may not be adept to differentiate their authentic associates from the 'false' ones. They may then isolate themselves from all of them or just accept the realization that some of their associates are only actually involved in what the victor can do for them and not the victor themselves. Drastic change is abnormal and thus the one-by-one may not be adept ... There may furthermore be too much force on the individual. There are family constituents, associates as well as economic advisors, all of who have inconsistent and vying interests. This can lead to stress and tension as well as a lesson dilemma for the one-by-one as a outcome of them having to conclude between who they should hear to and take recommendations from. This could finally manifest itself into a pattern of guilt and hostility in the direction of these persons and loved ones. For this cause, the lottery can conceive an painful position for you and you may not have had to make such significant conclusions and choices. This could conceive an unhealthy and dejected state of brain for you that could finally lead to contradictory tendency. However, I would like to state that it is not triumphant the lottery that directs to persons committing suicide, but diverse socio-economic components and variables that are the genuine determinants of suicide. For example, if or not the one-by-one was struck as a progeny or if he/she came from a lone parent family are significant components that should be taken into account as they play a key function in forming a person's mind. The one-by-one could furthermore have been psychologically unstable in the first place. Therefore suicide can not be verified to be exactly associated to triumphant the lottery as the person's psychological state of brain before triumphant is a key determinant. Conclusion All in all, lottery winning will create troubles in your coming life. And you could be more irresponsible and unnecessary with your money than you must be. In the long run, the amount that you have won could be enormously

Concepts and Strategies of Brand Management

Concepts and Strategies of Brand Management ABSTRACT Branded products can be seen everywhere around us at all time, and is a way of communication for the buyer of the product. Brand management will play a more significant role in future marketing competition, so research on the brand management is likely to become more meaningful and interesting. Brand management can really create value like increasing more adaptability, uniqueness, recognition etc. All in all, brand management is significant and can add value to firms. The project discusses all about deciding and evaluating brand name. the logo and colour of the brand play an important role in attracting the consumers. Moreover after deciding the brand name, it is mandatory to register the name at trademark registration office. All this process is followed by launching or re-launching the new product or the recalled product respectively. Moreover companies have realised that the role of the company does not got over by mere launching the brand but they have to do continuous marketing to sustain in the competitive market. Over period of time, the value of product decline due to many factors and companies have to work on the revitalizing the brand image and thus leads to success of the product. The brand name is thus one of the most powerful sources of identity CHAPTER – 1 INTRODUCTION TO BRAND A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well. is a well said verse by Jeffrey Preston Bezos, the President, Chief Executive Officer and Chairman of the board of Amazon.com BRAND A brand is a name or trademark connected with a product or producer. Brands have become increasingly important components of culture and the economy, now being dscribed as cultural accessories and personal philosophies. According to the American Marketing Association (AMA), brand is a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition. Technically speaking, whenever a marketer creates a new name, logo, or symbol for a new product or service, he or she has created a brand. Now the question still is not clear about what all brand is about so we can say that brand is a promise, brand is and associated image and everyone and everything is brand. A BRAND IS A PROMISE First and foremost, a brand is a promise. It says you know the name, you can trust the promise. As all promises, it is trusted only as far as those promises are met. Trust is a critical first step and brands aim to accelerate that step by leveraging the implied promise of the brand. A BRAND IS AN ASSOCIATED IMAGE Most brands have a logo which acts as a short-cut to remind us of the brand promise. The logo uses color, shape, letters and images to create a distinctive image that is designed both to catch our eye and to guide our thoughts in the right direction. The brand may also be associated with tunes, celebrities, catchphrases and so on. All parts of the brand image works as a psychological trigger or stimulus that causes an association to all other thoughts we have about the brand. EVERYTHING AND EVERYONE IS A BRAND If you get down to the detail, everything is a brand, because we build our understanding of the world by creating associations about everything. A tree has an implied promise of beauty and shade. Even words are brands. When I say speed, you will conjure up images of fast cars, etc. People are brands, too. When people see you, or even hear your name, they will recall the image they have of you, (which is something you can actively manage or let happen). In a company where people are visible to customers, such as a service business, the people are very much a part the brand. The brand name is thus one of the most powerful sources of identity. When a brand questions its identity, the best answer is therefore to thoroughly examine its name and so try to understand the reasoning behind its creation. In doing so, we can discover the brands intentions and programme. Many brands make every effort to acquit qualities which their brand name fails to reflect or simply excludes altogether. A name-like an identity-has to be managed. Certain names may have a double meaning. The purpose of communication then is to select one and drop the other. IMPORTANCE OF BRAND Branding is a very powerful component in buisness. The brand must have a logo to make branding easier and more possible. The consumers decide if they will buy a product or use a service based on how they view the brand. The brand itself tells us or let us imagine how good ir bad the product is even we never tasted it before. All that brand promotion and advertising really do tell us how great a brand can be (like Nike). Once the customer likes your brand he/she will definitely come back for the repeated services or pproducts. The qualities of the product or services are ensured through the mind of customers from the image of the brand. Therefore, Brand is not only convinient for buisness for repeated customer purchase but also easier for customers to filter out the countless generic items. Brand gives consumer the reason to buy it and wastes less time for customer to choose a particular product or service. TYPES OF BRAND There are two main types of brand – manufacturer brands and own-label brands. MANUFACTURER BRANDS Manufacturer brands are created by producers and bear their chosen brand name. The producer is responsible for marketing the brand. The brand is owned by the producer. By building their brand names, manufacturers can gain widespread distribution (for example by retailers who want to sell the brand) and build customer loyalty (think about the manufacturer brands that you feel loyal to). OWN LABEL BRANDS Own-label brands are created and owned by businesses that operate in the distribution channel – often referred to as distributors. Often these distributors are retailers, but not exclusively. Sometimes the retailers entire product range will be own-label. However, more often, the distributor will mix own-label and manufacturers brands. Own-label branding – if well carried out – can often offer the consumer excellent value for money and provide the distributor with additional bargaining power when it comes to negotiating prices and terms with manufacturer brands BRAND EQUITY Brand equity refers to the value of a brand. Brand equity is based on the extent to which the brand has high brand loyalty, name awareness, perceived quality and strong product associations. Brand equity also includes other intangible assets such as patents, trademarks and channel relationships. The list below shows the worlds top 10 brands in 2002 (as measured by value): {Rank Brand Value ($ billions)} Coca-Cola..($69.6) Microsoft.($64.1) IBM($51.2) GE..($41.3) Intel.($30.9) Nokia.($30.0) Disney($29.3) McDonalds..($26.4) Marlboro..($24.2) Mercedes.($21.0) Source: Interbrand; JP Morgan Chase, 2002 CHAPTER 2 THE BRAND : SOURCE OF VALUE FOR THE CONSUMER The brand is a focal point for all the positive and negative impression created by buyer over time as he comes in contact with the brands product, distribution channel, personnel and communication. A brand continues to be, at least in the short term, a good example for quality even after the patent has expired. The life of patent is extented, thanks to brans, thus explaining the importance of branding in the pharmaceutical or the chemical industry. The brand performs an economic function in consumers mind and thus has a lasting and memorable effect on the companys activities. Legally a brand is simply a symbol which distinguishes a companys product and certifies its origin and thus obtains its value through registration and conformity. The value of brand comes from its ability to gain an exclusive, positive and prominent meaning in the minds of a large number of consumers. The tangible and intangible benefits which are derived from the consumption of a product of a brand are encapsulated in the strong brand. When a brand is created at first it is worth nothing. Over the time the logo acquires significance by means of advertising. Advertising are forgotten quickly whereas a brand stays in memory along with the implications which are attached to it by public. The brand is thus stocked in the mind of potential consumers. Hence, brand can be considered as an asset of the company. ADVANTAGES OF STRONG BRAND Greater perception of product or service performance. Greater marketing communication effectiveness Greater customer retention and loyalty More appreciative consumer response on price increase or decrease Has very high awareness Receives a lot of free publicity/buzz Is admired and has high purchase intent Enables the owner to charge a price premium Results in increased market share, especially for the target customers Provides increased bargaining power with business partners Provides a platform for growth beyond the current products and product categories Helps attract and retain talented employees Helps the management team align employees in support of the brands promise Often provides clarity for budgeting and capital investment decision Increases an organizations sales, profit margins, stock price and market valuation Larger margin Less vulnerability to competitive marketing action and marketing crisis Greater trade cooperation and support Possible licensing and franchising opportunities Greater brand extension opportunities ROLE OF BRAND IN PRODUCT CHARACTERIZATION The product can be characterized into three types : The qualities which are noticed by contact, before buying. Eg. Decision to buy a pair of socks. The choice is made according to the visible characteristics i.e the pattern, the style, the material, the feel, the elasticity and the price. The qualities which are noticed uniquely by experience, thus after buying. Eg. Automobile market. The performance, consumption and style can be assessed before buying the car but road-holding, the pleasure of driving, reliability and quality cannot be entirely appreciated through test drive. Credence qualities which cannot be verified even after consumption and which you have to take on trust. Eg. In the market for upmarket car, the feeling that we have made it, that certain feeling of fulfillment and personal success through buying and owing a BMW are typically the results of pure faith. Hence the role of brand is made clearer by this classification of sought-after qualities. The brand is a sign whose function is to disclose the hidden qualities of the product which are inaccessible to contact (sight, touch, hearing, smell) and possibly those which are accessible through experience but where the consumer does not want to take the risk of trying the product. As we can see, a brand provides not only a source of information but performs certain other functions which justify its attractiveness and its monetary return when it is valued by buyers. FUNCTIONS OF BRAND FOR CONSUMER The eight function of brand are presented in the table given below. The first two are mechanical and concern the essence of the brand i.e to function as a recognized symbol in order to facilitate choice and to gain time. The following three functions reduce the perceived risk. The last three have a more pleasurable side to them ethics show that the buyers are expecting, more and more, responsible behavior from their brands. FUNCTION CONSUMER BENEFIT Identification To be clearly seen, to make sense of the offer, to quickly identify the sought-after products. Practicality To allow saving of time and energy through identical repurchasing and loyalty. Guarantee To be sure of finding the same quality no matter where or when you buy the product or service. Optimization To be sure of buying the best product in its category, the best performer for the particular purpose. Characterization To have confirmation of your self-image or the image that you present to others. Continuity Satisfaction brought about through familiarity and intimacy with the brand that you have been consuming for years. Hedonistic Satisfaction linked to the attractiveness of the brand, to its logo, to its communication. Ethical Satisfaction linked to the responsible behavior of the brand in its relationship with society. Table : The function of the brand for the consumer. Hence we can say that brand plays an important role in the company. The brand of a company is created by the company and its customers together. The company has to make clear through its brand the promise it makes to its customers, based on the strategies and vision for the future of its business and products. It is vital that the company fully comprehends exactly what the customers expect from the brand, and that it continually lives up to this expectations. The aim of brand management is to create a brand that will build this long-term relationship an unshakeable bond between the company and its customers. Brand management involves the design and implementation of marketing programs and activities to build, measure, and manage brand equity.1 These concepts and techniques are to improve the long-term profitability of the brand strategies. CHAPTER – 3 BRAND MANAGEMENT Brand management is the application of marketing techniques to a specific product, product line, or brand. It seeks to increase the products perceived value to the customer and thereby increase brand franchise and brand equity. Brand management is a dynamic and a continuous process that needs consistent investment of time and money. The boardroom must ensure that brand management is allocated a specific budget as it is much more than mere marketing communications. Due to the intangible nature of branding, the results may not accrue in a short period of time a it takes time and reinforcement to build customer loyalty. Brand management is all about the total approach says about defining the brand and control its management by the leaders of the company. Once the approach is finalised than create the promise by describing all about the product followed by making the promise by doing marketing of the product and inject the information about the product into the mind of consumer. Lastly it is important to keep the promise, what you have made during the marketing of the product. TOTAL APPROACH Brand management starts with understanding what brand really means. This starts with the leaders of the company who define the brand and control its management. It also reaches all the way down the company and especially to the people who interface with customers or who create the products which customers use. Brand management performed to its full extent means starting and ending the management of the whole company through the brand. It is simply far too important to leave to the marketing department. CREATING THE PROMISE Creating the promise means defining the brand. A good brand promise is memorable and desirable. It cannot be effective if nobody remembers it, and is no good either if nobody wants it. A good brand promise evokes feelings, because feelings drive actions. The promise must be unique and identified with you alone. The right promise comes through a deep understanding of the marketplace and the customers who are going to use the product. It also comes from a deep understanding of the capabilities and motivations of the people in the company. MAKING THE PROMISE Once the promise is created, the next step is to somehow inject it into the minds of the customers, the staff and everyone who receives anything from you or has any impact on what you deliver. This is where marketing people come into their own. Although it is still not their sole preserve, a large part of marketing, which includes advertising and PR, is about positioning the company and its products in the minds of customers and against your competitors. KEEPING THE PROMISE Creating and making the right promise is one thing, but then you have to keep it. If you do not, you brand will still exist, but now the promise will be of slipshod products and inconsistent delivery. Keeping promises means managing capability. It means consistent processes that are capable of delivering what is required. It means technology and systems which are reliable and usable. It means motivated people who are willing and able to deliver the goods. Marketers see a brand as an implied promise that the level of quality people have come to expect from a brand will continue with future purchases of the same product. This may increase sales by making a comparison with competing products favourable. It may also enable the manufacturer to charge more for the product. The value of the brand is determined by the amount of profit it generates for the manufacturer. Brand management includes the trademark registration of the brand, brand selection and evaluation, launching a brand sustaining a brand, brand extension. The trademark registration in India follows the trademark registration procedures and specific laws. CHAPTER – 4 BRAND SELECTION AND EVALUATION In the next five years, we will see a rapidly changing landscape across the globe, where the opportunities for businesses to benefit from corporate and product branding efforts will be larger than ever before. The growing emphasis on branding will move up the boardroom agenda and it is strongly believed that branding will become one of the most prominent drivers of value across the globe in the next two decades. Businesses with a sustainable business model and with a visionary and passionate CEO with branding talent will benefit from the rising opportunities for competing in the modern marketplace and potentially taking on the global scene. It needs to be no less than the CEO who embodies the branding efforts and serves as the companys and thereby the brands primary advocate and nurturer. The approach is particularly well suited to companies whose top executives have a passion and talent for brand strategy, but in tomorrows tough environment all top-executives must be able to represent and lead the brand. The top executives of world class companies are directly involved in leading the branding vision, strategy and implementation, and spend a significant amount of their work hours to drive their brands forward and to achieve even better results. Tomorrows CEO must be a brand champion who leads corporate and product branding strategies, all strategic brand-portfolio decisions and constantly monitors the implementation of the brand locally, regionally and globally. A strong CEO has credibility and respect not only because of business talent and organizational power but also because of the depth of experience, knowledge, and insight. A suggestion from a visionary CEO with branding talent and managerial experience in branding and marketing is the key driver of the branding efforts and results in any successful organization internally and externally. The selection and evaluation of a product or service name is one of the brand name components. We know that : It ensures legal protection of certain product or service characteristics, which prevents competition from copying them It allows producers and salesmen to obtain a loyal and profitable consumer group It allows easier adjustment to segmented markets as the companies are able to function on the principle of one brand name one segment It allows the company image to be established It allows a connection with the desired product or service position It makes the product attractive for the consumer It creates various advantages and exclusiveness for the product or service METHODS USED TO CHOOSE A PRODUCT NAME Just as parents carefully choose names for their children, companies have the same difficult and extremely responsible task for naming products. They conduct qualitative research by which we can evaluate the relation to the product, its use, the product image and its comparison to competition. They organize brainstorming meetings from which we get an enormous amount of suggestions for the new names. They offer a chain associates with associations which relates to the product or individual names.they form a base for name suggestions. They apply eureka method helping with various literature, computer scattering of letters and creating new names. They test the name suggestion in target groups. PROCESS OF SELECTING AND EVALUATING BRAND NAMES The process of selecting and evaluating brand names runs according to the following steps : Identification of goals and criteria for brand name. Creating bank names Selection of suggestion Evaluating the consumer Evaluating legal protection Final name decision IDENTIFICATION OF GOALS AND CRITERIA FOR BRAND NAME The basis for a targeted search of a suitable name is determining the starting points, which means criteria that are expressed by a suitable name. Apart from general ones such as easy to remember, popularity, easy pronunciation etc. it is essential to determine specific ones that derive from the desired brand name position which will carry such a name. CREATING BANK NAMES In creating bank names it is important to rely on many sources. In this way we are able to rely on many sources. In this way we are able to avoid fixations on only one idea which narrows the creative process. The purpose of this phase is to obtain various suggestions according to the pre determined starting points. SELECTION OF SUGGESTION The next level in finding a suitable name is the selection of suggestion which have been made. A qualified team of experts that consists of many different people does the selection. The selection is finished when 8-12 suggestions that the most correspond to the expert teams opinion have been chosen. EVALUATING THE CONSUMER When a qualified team of experts make its suggestion, the most suitable bank name in their opinion, it is important to evaluate them in target groups. This must be done, because the name of the brand will be given to a product or service which will fulfil the needs of certain groups of people. The chosen name must be likeable and suitable for this group of people. EVALUATING LEGAL PROTECTION Before the final decision of the most suitable suggestion it is essential to check whether the client can register the name of the brand. In most cases the client or the holder of the brands name can do this before the testing of consumer suggestions. FINAL NAME DECISION The final decision on the chosen name depends on the client, who must consider not only the outcome of the evaluation by target consumer groups but also the position he wishes the product to have. After selecting the brand name the important things on which we should focus is its character, its visual symbol and logotypes, its colour, geographical and historical roots. BRAND CHARACTER One of the most important assets of an enterprise is the brand. The character of the brand is a critical success factor for the enterprise (and for the value of the brand). Character can be seen in terms of the attention, affection and trust awarded to the brand by the market. For a brand to have character, it needs to have positive public awareness. It also needs to have clarity, and a consistent brand proposition. This means that customers know what to expect from the brand in terms of product quality, customer service and so on. It also means that people supporting the brand (whether your own staff or third parties) know how to deliver the brand proposition. VISUAL SYMBOLS AND LOGOTYPES Everybody knows Nikes dash, Adidas three stripes, Nestlà ©s nest, Amuls girl. These symbols help us to understand the brands culture and personality. They are actually chosen as such, the corporate specifications handed over to graphic identity and design agencies mainly pertain to the brands personality traits and values. Logo should be: simple distinctive intuitive COLOUR PSYCHOLOGY AND BRAND Colour is one of the most important components in creating brand identity. The purpose of a brand identity system is to encode a brand in peoples memory and retrieve it from their memory. In a visual system, the two most powerful components are the consistent recognizable shapes and colours. It is best if these shapes and colours are distinctive. Colour can have a significant affect on peoples perception of a product or brand. For instance, burgundy and forest green are perceived to be upscale while an orange label or package indicates an inexpensive item. Third, colours can actually have an affect on a persons state of mind and cognitive ability as demonstrated by numerous research studies. For instance, pink has been shown to increase a persons appetite and calm prison inmates. Be aware that colors can have different symbolic meanings in different countries and cultures. BRAND NAME The importance of an image has become an emotional part of everyone. A brand name represents the image, character and personality of a brand. A brand name should be clear, lucid, easy to remember, distinct from the competition and should not be generic to the category. It should become customers Top of the mind brand (TOMB). Most successful brand names would satisfy these criterions to quite an extent. Brand names that are linked to associations of their origins or product will create first impressions to the user. BRAND IMAGE The vast flow of names today makes it harder to differentiate them unless they come out with their own uniqueness. This way, they could come to their special position in everyday life. The image following a particular name is also determined by the role of communication it undergoes; of which the followings are included: its manner, personality, behavior, ethics, values, etc. The importance of brands depends on the true ambitions of the company. It is important to take into account several factors and market circumstances before finalizing the brand name and its image. Company should take into account several factors and market circumstances like company goals, consumer wishes and expectations, trade groups and several other groups. A company builds its brand image through trade communication with its consumers. That is how a company informs the consumer of what the brand represents, what its values are, what the company is offering or guaranteeing the consumer, what its advantages are, its qualities etc. The consumers interpret all obtained information and form a subjective perception of the brand or its image. CHAPTER – 5 TRADEMARK REGISTRATION LEGISLATION (INDIA TRADEMARK LAW) The Indian law of trademarks is enshrined the new Trade Marks Act, 1999 came into force with effect from September 15, 2003. The old Trade and Merchandise Marks Act, 1958 was repealed at the same time. The new Trademarks Act of 1999 is in line with the World Trade Organisation recommendations and is in conformity with the TRIPS Agreement to which India is a signatory. MAIN FEATURES OF NEW LEGISLATION IN INDIA Under the new Trademarks Act of 1999 Registration of Service Marks allowed in addition to Trademarks for goods. No separate application necessary for each category/class of goods or services; a single application would do, however filing fee will be charged separately for each class of goods/services. The term of registration of trademark is ten years, subject to renewal thereafter The system of maintaining registration of trademark in Part A and Part B with different legal rights, dispensed away. Registration of trademarks which are imitations of well known trademarks not permitted. Registration of Collective Marks owned by associations allowed. Offences relating to trademark made cognizable. Filing Fees enhanced by more than 8 times. Extension of application of convention countries. WHAT IS A TRADEMARK ? A Mark` may consist of a word or invented word, signature, device, letter, numeral, brand, heading, label, name written in a particular style, the shape of goods other than those for which a mark is proposed to be used, or any combination thereof or a combination of colors and so forth. Subject to certain conditions, a trademark may also be symbolized by the name of a person, living or dead. For the purpose of registration, a mark chosen should be capable of distinguishing goods or services of one person from those of the others. Further it should not be deceptively similar to an existing mark of another person and not the one expressly prohibited under the Act. The marks devoid of any distinctive character, or which are only indicative of the kind, quality, quantity, purpose, value or geographical origin of the goods, or which are marks already in vogue in the trade due to their customary use may not be registered. But these disqualifications do not apply to marks, which have already acquired distinction due to their popularity and consistent use. Internationally acclaimed brand names are freely available for use in Indi Concepts and Strategies of Brand Management Concepts and Strategies of Brand Management ABSTRACT Branded products can be seen everywhere around us at all time, and is a way of communication for the buyer of the product. Brand management will play a more significant role in future marketing competition, so research on the brand management is likely to become more meaningful and interesting. Brand management can really create value like increasing more adaptability, uniqueness, recognition etc. All in all, brand management is significant and can add value to firms. The project discusses all about deciding and evaluating brand name. the logo and colour of the brand play an important role in attracting the consumers. Moreover after deciding the brand name, it is mandatory to register the name at trademark registration office. All this process is followed by launching or re-launching the new product or the recalled product respectively. Moreover companies have realised that the role of the company does not got over by mere launching the brand but they have to do continuous marketing to sustain in the competitive market. Over period of time, the value of product decline due to many factors and companies have to work on the revitalizing the brand image and thus leads to success of the product. The brand name is thus one of the most powerful sources of identity CHAPTER – 1 INTRODUCTION TO BRAND A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well. is a well said verse by Jeffrey Preston Bezos, the President, Chief Executive Officer and Chairman of the board of Amazon.com BRAND A brand is a name or trademark connected with a product or producer. Brands have become increasingly important components of culture and the economy, now being dscribed as cultural accessories and personal philosophies. According to the American Marketing Association (AMA), brand is a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition. Technically speaking, whenever a marketer creates a new name, logo, or symbol for a new product or service, he or she has created a brand. Now the question still is not clear about what all brand is about so we can say that brand is a promise, brand is and associated image and everyone and everything is brand. A BRAND IS A PROMISE First and foremost, a brand is a promise. It says you know the name, you can trust the promise. As all promises, it is trusted only as far as those promises are met. Trust is a critical first step and brands aim to accelerate that step by leveraging the implied promise of the brand. A BRAND IS AN ASSOCIATED IMAGE Most brands have a logo which acts as a short-cut to remind us of the brand promise. The logo uses color, shape, letters and images to create a distinctive image that is designed both to catch our eye and to guide our thoughts in the right direction. The brand may also be associated with tunes, celebrities, catchphrases and so on. All parts of the brand image works as a psychological trigger or stimulus that causes an association to all other thoughts we have about the brand. EVERYTHING AND EVERYONE IS A BRAND If you get down to the detail, everything is a brand, because we build our understanding of the world by creating associations about everything. A tree has an implied promise of beauty and shade. Even words are brands. When I say speed, you will conjure up images of fast cars, etc. People are brands, too. When people see you, or even hear your name, they will recall the image they have of you, (which is something you can actively manage or let happen). In a company where people are visible to customers, such as a service business, the people are very much a part the brand. The brand name is thus one of the most powerful sources of identity. When a brand questions its identity, the best answer is therefore to thoroughly examine its name and so try to understand the reasoning behind its creation. In doing so, we can discover the brands intentions and programme. Many brands make every effort to acquit qualities which their brand name fails to reflect or simply excludes altogether. A name-like an identity-has to be managed. Certain names may have a double meaning. The purpose of communication then is to select one and drop the other. IMPORTANCE OF BRAND Branding is a very powerful component in buisness. The brand must have a logo to make branding easier and more possible. The consumers decide if they will buy a product or use a service based on how they view the brand. The brand itself tells us or let us imagine how good ir bad the product is even we never tasted it before. All that brand promotion and advertising really do tell us how great a brand can be (like Nike). Once the customer likes your brand he/she will definitely come back for the repeated services or pproducts. The qualities of the product or services are ensured through the mind of customers from the image of the brand. Therefore, Brand is not only convinient for buisness for repeated customer purchase but also easier for customers to filter out the countless generic items. Brand gives consumer the reason to buy it and wastes less time for customer to choose a particular product or service. TYPES OF BRAND There are two main types of brand – manufacturer brands and own-label brands. MANUFACTURER BRANDS Manufacturer brands are created by producers and bear their chosen brand name. The producer is responsible for marketing the brand. The brand is owned by the producer. By building their brand names, manufacturers can gain widespread distribution (for example by retailers who want to sell the brand) and build customer loyalty (think about the manufacturer brands that you feel loyal to). OWN LABEL BRANDS Own-label brands are created and owned by businesses that operate in the distribution channel – often referred to as distributors. Often these distributors are retailers, but not exclusively. Sometimes the retailers entire product range will be own-label. However, more often, the distributor will mix own-label and manufacturers brands. Own-label branding – if well carried out – can often offer the consumer excellent value for money and provide the distributor with additional bargaining power when it comes to negotiating prices and terms with manufacturer brands BRAND EQUITY Brand equity refers to the value of a brand. Brand equity is based on the extent to which the brand has high brand loyalty, name awareness, perceived quality and strong product associations. Brand equity also includes other intangible assets such as patents, trademarks and channel relationships. The list below shows the worlds top 10 brands in 2002 (as measured by value): {Rank Brand Value ($ billions)} Coca-Cola..($69.6) Microsoft.($64.1) IBM($51.2) GE..($41.3) Intel.($30.9) Nokia.($30.0) Disney($29.3) McDonalds..($26.4) Marlboro..($24.2) Mercedes.($21.0) Source: Interbrand; JP Morgan Chase, 2002 CHAPTER 2 THE BRAND : SOURCE OF VALUE FOR THE CONSUMER The brand is a focal point for all the positive and negative impression created by buyer over time as he comes in contact with the brands product, distribution channel, personnel and communication. A brand continues to be, at least in the short term, a good example for quality even after the patent has expired. The life of patent is extented, thanks to brans, thus explaining the importance of branding in the pharmaceutical or the chemical industry. The brand performs an economic function in consumers mind and thus has a lasting and memorable effect on the companys activities. Legally a brand is simply a symbol which distinguishes a companys product and certifies its origin and thus obtains its value through registration and conformity. The value of brand comes from its ability to gain an exclusive, positive and prominent meaning in the minds of a large number of consumers. The tangible and intangible benefits which are derived from the consumption of a product of a brand are encapsulated in the strong brand. When a brand is created at first it is worth nothing. Over the time the logo acquires significance by means of advertising. Advertising are forgotten quickly whereas a brand stays in memory along with the implications which are attached to it by public. The brand is thus stocked in the mind of potential consumers. Hence, brand can be considered as an asset of the company. ADVANTAGES OF STRONG BRAND Greater perception of product or service performance. Greater marketing communication effectiveness Greater customer retention and loyalty More appreciative consumer response on price increase or decrease Has very high awareness Receives a lot of free publicity/buzz Is admired and has high purchase intent Enables the owner to charge a price premium Results in increased market share, especially for the target customers Provides increased bargaining power with business partners Provides a platform for growth beyond the current products and product categories Helps attract and retain talented employees Helps the management team align employees in support of the brands promise Often provides clarity for budgeting and capital investment decision Increases an organizations sales, profit margins, stock price and market valuation Larger margin Less vulnerability to competitive marketing action and marketing crisis Greater trade cooperation and support Possible licensing and franchising opportunities Greater brand extension opportunities ROLE OF BRAND IN PRODUCT CHARACTERIZATION The product can be characterized into three types : The qualities which are noticed by contact, before buying. Eg. Decision to buy a pair of socks. The choice is made according to the visible characteristics i.e the pattern, the style, the material, the feel, the elasticity and the price. The qualities which are noticed uniquely by experience, thus after buying. Eg. Automobile market. The performance, consumption and style can be assessed before buying the car but road-holding, the pleasure of driving, reliability and quality cannot be entirely appreciated through test drive. Credence qualities which cannot be verified even after consumption and which you have to take on trust. Eg. In the market for upmarket car, the feeling that we have made it, that certain feeling of fulfillment and personal success through buying and owing a BMW are typically the results of pure faith. Hence the role of brand is made clearer by this classification of sought-after qualities. The brand is a sign whose function is to disclose the hidden qualities of the product which are inaccessible to contact (sight, touch, hearing, smell) and possibly those which are accessible through experience but where the consumer does not want to take the risk of trying the product. As we can see, a brand provides not only a source of information but performs certain other functions which justify its attractiveness and its monetary return when it is valued by buyers. FUNCTIONS OF BRAND FOR CONSUMER The eight function of brand are presented in the table given below. The first two are mechanical and concern the essence of the brand i.e to function as a recognized symbol in order to facilitate choice and to gain time. The following three functions reduce the perceived risk. The last three have a more pleasurable side to them ethics show that the buyers are expecting, more and more, responsible behavior from their brands. FUNCTION CONSUMER BENEFIT Identification To be clearly seen, to make sense of the offer, to quickly identify the sought-after products. Practicality To allow saving of time and energy through identical repurchasing and loyalty. Guarantee To be sure of finding the same quality no matter where or when you buy the product or service. Optimization To be sure of buying the best product in its category, the best performer for the particular purpose. Characterization To have confirmation of your self-image or the image that you present to others. Continuity Satisfaction brought about through familiarity and intimacy with the brand that you have been consuming for years. Hedonistic Satisfaction linked to the attractiveness of the brand, to its logo, to its communication. Ethical Satisfaction linked to the responsible behavior of the brand in its relationship with society. Table : The function of the brand for the consumer. Hence we can say that brand plays an important role in the company. The brand of a company is created by the company and its customers together. The company has to make clear through its brand the promise it makes to its customers, based on the strategies and vision for the future of its business and products. It is vital that the company fully comprehends exactly what the customers expect from the brand, and that it continually lives up to this expectations. The aim of brand management is to create a brand that will build this long-term relationship an unshakeable bond between the company and its customers. Brand management involves the design and implementation of marketing programs and activities to build, measure, and manage brand equity.1 These concepts and techniques are to improve the long-term profitability of the brand strategies. CHAPTER – 3 BRAND MANAGEMENT Brand management is the application of marketing techniques to a specific product, product line, or brand. It seeks to increase the products perceived value to the customer and thereby increase brand franchise and brand equity. Brand management is a dynamic and a continuous process that needs consistent investment of time and money. The boardroom must ensure that brand management is allocated a specific budget as it is much more than mere marketing communications. Due to the intangible nature of branding, the results may not accrue in a short period of time a it takes time and reinforcement to build customer loyalty. Brand management is all about the total approach says about defining the brand and control its management by the leaders of the company. Once the approach is finalised than create the promise by describing all about the product followed by making the promise by doing marketing of the product and inject the information about the product into the mind of consumer. Lastly it is important to keep the promise, what you have made during the marketing of the product. TOTAL APPROACH Brand management starts with understanding what brand really means. This starts with the leaders of the company who define the brand and control its management. It also reaches all the way down the company and especially to the people who interface with customers or who create the products which customers use. Brand management performed to its full extent means starting and ending the management of the whole company through the brand. It is simply far too important to leave to the marketing department. CREATING THE PROMISE Creating the promise means defining the brand. A good brand promise is memorable and desirable. It cannot be effective if nobody remembers it, and is no good either if nobody wants it. A good brand promise evokes feelings, because feelings drive actions. The promise must be unique and identified with you alone. The right promise comes through a deep understanding of the marketplace and the customers who are going to use the product. It also comes from a deep understanding of the capabilities and motivations of the people in the company. MAKING THE PROMISE Once the promise is created, the next step is to somehow inject it into the minds of the customers, the staff and everyone who receives anything from you or has any impact on what you deliver. This is where marketing people come into their own. Although it is still not their sole preserve, a large part of marketing, which includes advertising and PR, is about positioning the company and its products in the minds of customers and against your competitors. KEEPING THE PROMISE Creating and making the right promise is one thing, but then you have to keep it. If you do not, you brand will still exist, but now the promise will be of slipshod products and inconsistent delivery. Keeping promises means managing capability. It means consistent processes that are capable of delivering what is required. It means technology and systems which are reliable and usable. It means motivated people who are willing and able to deliver the goods. Marketers see a brand as an implied promise that the level of quality people have come to expect from a brand will continue with future purchases of the same product. This may increase sales by making a comparison with competing products favourable. It may also enable the manufacturer to charge more for the product. The value of the brand is determined by the amount of profit it generates for the manufacturer. Brand management includes the trademark registration of the brand, brand selection and evaluation, launching a brand sustaining a brand, brand extension. The trademark registration in India follows the trademark registration procedures and specific laws. CHAPTER – 4 BRAND SELECTION AND EVALUATION In the next five years, we will see a rapidly changing landscape across the globe, where the opportunities for businesses to benefit from corporate and product branding efforts will be larger than ever before. The growing emphasis on branding will move up the boardroom agenda and it is strongly believed that branding will become one of the most prominent drivers of value across the globe in the next two decades. Businesses with a sustainable business model and with a visionary and passionate CEO with branding talent will benefit from the rising opportunities for competing in the modern marketplace and potentially taking on the global scene. It needs to be no less than the CEO who embodies the branding efforts and serves as the companys and thereby the brands primary advocate and nurturer. The approach is particularly well suited to companies whose top executives have a passion and talent for brand strategy, but in tomorrows tough environment all top-executives must be able to represent and lead the brand. The top executives of world class companies are directly involved in leading the branding vision, strategy and implementation, and spend a significant amount of their work hours to drive their brands forward and to achieve even better results. Tomorrows CEO must be a brand champion who leads corporate and product branding strategies, all strategic brand-portfolio decisions and constantly monitors the implementation of the brand locally, regionally and globally. A strong CEO has credibility and respect not only because of business talent and organizational power but also because of the depth of experience, knowledge, and insight. A suggestion from a visionary CEO with branding talent and managerial experience in branding and marketing is the key driver of the branding efforts and results in any successful organization internally and externally. The selection and evaluation of a product or service name is one of the brand name components. We know that : It ensures legal protection of certain product or service characteristics, which prevents competition from copying them It allows producers and salesmen to obtain a loyal and profitable consumer group It allows easier adjustment to segmented markets as the companies are able to function on the principle of one brand name one segment It allows the company image to be established It allows a connection with the desired product or service position It makes the product attractive for the consumer It creates various advantages and exclusiveness for the product or service METHODS USED TO CHOOSE A PRODUCT NAME Just as parents carefully choose names for their children, companies have the same difficult and extremely responsible task for naming products. They conduct qualitative research by which we can evaluate the relation to the product, its use, the product image and its comparison to competition. They organize brainstorming meetings from which we get an enormous amount of suggestions for the new names. They offer a chain associates with associations which relates to the product or individual names.they form a base for name suggestions. They apply eureka method helping with various literature, computer scattering of letters and creating new names. They test the name suggestion in target groups. PROCESS OF SELECTING AND EVALUATING BRAND NAMES The process of selecting and evaluating brand names runs according to the following steps : Identification of goals and criteria for brand name. Creating bank names Selection of suggestion Evaluating the consumer Evaluating legal protection Final name decision IDENTIFICATION OF GOALS AND CRITERIA FOR BRAND NAME The basis for a targeted search of a suitable name is determining the starting points, which means criteria that are expressed by a suitable name. Apart from general ones such as easy to remember, popularity, easy pronunciation etc. it is essential to determine specific ones that derive from the desired brand name position which will carry such a name. CREATING BANK NAMES In creating bank names it is important to rely on many sources. In this way we are able to rely on many sources. In this way we are able to avoid fixations on only one idea which narrows the creative process. The purpose of this phase is to obtain various suggestions according to the pre determined starting points. SELECTION OF SUGGESTION The next level in finding a suitable name is the selection of suggestion which have been made. A qualified team of experts that consists of many different people does the selection. The selection is finished when 8-12 suggestions that the most correspond to the expert teams opinion have been chosen. EVALUATING THE CONSUMER When a qualified team of experts make its suggestion, the most suitable bank name in their opinion, it is important to evaluate them in target groups. This must be done, because the name of the brand will be given to a product or service which will fulfil the needs of certain groups of people. The chosen name must be likeable and suitable for this group of people. EVALUATING LEGAL PROTECTION Before the final decision of the most suitable suggestion it is essential to check whether the client can register the name of the brand. In most cases the client or the holder of the brands name can do this before the testing of consumer suggestions. FINAL NAME DECISION The final decision on the chosen name depends on the client, who must consider not only the outcome of the evaluation by target consumer groups but also the position he wishes the product to have. After selecting the brand name the important things on which we should focus is its character, its visual symbol and logotypes, its colour, geographical and historical roots. BRAND CHARACTER One of the most important assets of an enterprise is the brand. The character of the brand is a critical success factor for the enterprise (and for the value of the brand). Character can be seen in terms of the attention, affection and trust awarded to the brand by the market. For a brand to have character, it needs to have positive public awareness. It also needs to have clarity, and a consistent brand proposition. This means that customers know what to expect from the brand in terms of product quality, customer service and so on. It also means that people supporting the brand (whether your own staff or third parties) know how to deliver the brand proposition. VISUAL SYMBOLS AND LOGOTYPES Everybody knows Nikes dash, Adidas three stripes, Nestlà ©s nest, Amuls girl. These symbols help us to understand the brands culture and personality. They are actually chosen as such, the corporate specifications handed over to graphic identity and design agencies mainly pertain to the brands personality traits and values. Logo should be: simple distinctive intuitive COLOUR PSYCHOLOGY AND BRAND Colour is one of the most important components in creating brand identity. The purpose of a brand identity system is to encode a brand in peoples memory and retrieve it from their memory. In a visual system, the two most powerful components are the consistent recognizable shapes and colours. It is best if these shapes and colours are distinctive. Colour can have a significant affect on peoples perception of a product or brand. For instance, burgundy and forest green are perceived to be upscale while an orange label or package indicates an inexpensive item. Third, colours can actually have an affect on a persons state of mind and cognitive ability as demonstrated by numerous research studies. For instance, pink has been shown to increase a persons appetite and calm prison inmates. Be aware that colors can have different symbolic meanings in different countries and cultures. BRAND NAME The importance of an image has become an emotional part of everyone. A brand name represents the image, character and personality of a brand. A brand name should be clear, lucid, easy to remember, distinct from the competition and should not be generic to the category. It should become customers Top of the mind brand (TOMB). Most successful brand names would satisfy these criterions to quite an extent. Brand names that are linked to associations of their origins or product will create first impressions to the user. BRAND IMAGE The vast flow of names today makes it harder to differentiate them unless they come out with their own uniqueness. This way, they could come to their special position in everyday life. The image following a particular name is also determined by the role of communication it undergoes; of which the followings are included: its manner, personality, behavior, ethics, values, etc. The importance of brands depends on the true ambitions of the company. It is important to take into account several factors and market circumstances before finalizing the brand name and its image. Company should take into account several factors and market circumstances like company goals, consumer wishes and expectations, trade groups and several other groups. A company builds its brand image through trade communication with its consumers. That is how a company informs the consumer of what the brand represents, what its values are, what the company is offering or guaranteeing the consumer, what its advantages are, its qualities etc. The consumers interpret all obtained information and form a subjective perception of the brand or its image. CHAPTER – 5 TRADEMARK REGISTRATION LEGISLATION (INDIA TRADEMARK LAW) The Indian law of trademarks is enshrined the new Trade Marks Act, 1999 came into force with effect from September 15, 2003. The old Trade and Merchandise Marks Act, 1958 was repealed at the same time. The new Trademarks Act of 1999 is in line with the World Trade Organisation recommendations and is in conformity with the TRIPS Agreement to which India is a signatory. MAIN FEATURES OF NEW LEGISLATION IN INDIA Under the new Trademarks Act of 1999 Registration of Service Marks allowed in addition to Trademarks for goods. No separate application necessary for each category/class of goods or services; a single application would do, however filing fee will be charged separately for each class of goods/services. The term of registration of trademark is ten years, subject to renewal thereafter The system of maintaining registration of trademark in Part A and Part B with different legal rights, dispensed away. Registration of trademarks which are imitations of well known trademarks not permitted. Registration of Collective Marks owned by associations allowed. Offences relating to trademark made cognizable. Filing Fees enhanced by more than 8 times. Extension of application of convention countries. WHAT IS A TRADEMARK ? A Mark` may consist of a word or invented word, signature, device, letter, numeral, brand, heading, label, name written in a particular style, the shape of goods other than those for which a mark is proposed to be used, or any combination thereof or a combination of colors and so forth. Subject to certain conditions, a trademark may also be symbolized by the name of a person, living or dead. For the purpose of registration, a mark chosen should be capable of distinguishing goods or services of one person from those of the others. Further it should not be deceptively similar to an existing mark of another person and not the one expressly prohibited under the Act. The marks devoid of any distinctive character, or which are only indicative of the kind, quality, quantity, purpose, value or geographical origin of the goods, or which are marks already in vogue in the trade due to their customary use may not be registered. But these disqualifications do not apply to marks, which have already acquired distinction due to their popularity and consistent use. Internationally acclaimed brand names are freely available for use in Indi