The Rocking Horse Winner Essay Example | Topics and Well Written Essays - 1000 words

The Rocking Horse Winner - Essay Example The author has presented the theme of materialism and the negativities associated with the obsession for the attainment of materialistic satisfaction and how it leaves a negative impact on the life of an individual. The Rocking Horse is the story of a family which is living is discontentment despite of the fact that they are financially sound and have enough resources for the running of their family. Hester is particularly the character who is the most obsessed with money and her dissatisfaction and want for more money affects the entire family. The author has tried to explain how materialism fails to fulfill the emotional needs of the human beings and love and emotions are of great importance for a family. Lawrence explains this point by narrating the way in which the family lives and how their needs are not fulfilled despite of the increased money that comes home. He begins by explaining that Hester was a good looking woman who had beautiful children. He explained, â€Å"They live d in a pleasant house, with a garden, and they had discreet servants, and felt themselves superior to anyone in the neighborhood.† With these words, the author tries to express the fact that they had all the necessities which are needed for leading a healthy and happy life but the family was not leading a content life. Lawrence has then tried to explain the dissatisfaction that existed in the house and he has expressed the lack of love and emotions in the family. He has explained the basis for this discontentment which was mainly due to the greed on the part of the mother who wanted more money for the house. The children were not loved by her and she was also aware of this that she could not truly become attached to her children for some reason. There was always an aura of anxiousness in the house which was felt by all the family members in the form of whispers. All the members could hear the house whispering the lines, â€Å"There must be more money! There must be more money!† (Lawrence) These whispers best explain the main theme of the story that there was such an extreme desire for wealth in the house that the people living in the house could always feel this need around them in the form of whispers. This lack of love greatly disturbed Hester’s son who always wanted to be loved by her mother. He wanted to gain her attention which can clearly be seen when he converses with her about luck and tries to explain to her that he is lucky. Hester is blinded by her materialistic wants and she does not pay much heed to the innocent talks of the young boy. The young boy needs affection and care from his mother and this drives him to opt for betting on horse races at such an early age. Not only this, he discovers that if he rides a rocking horse, it assists him in knowing the winner of the race. He keeps on riding this horse frantically without caring about his health for the happiness and fulfillment of his mother’s worldly needs and in doing so he loses his life. The story further stresses upon the shortcomings of materialism and presenting that it not the most ideal way of living life by explaining the gloominess which still persists despite of money flowing into the house. This is narrated by the author when he explains how the mother is not happy to receive t housand pounds as her gift but she rather demands that she should

Holy Mosque of Mecca Essay Example | Topics and Well Written Essays - 3000 words

Holy Mosque of Mecca - Essay Example It is covered with silk. Pilgrims must, as their first duty, walk or run around the Ka’ba seven times murmuring prayers. It can be seen in the courtyard a particular well in which pious Mohammed is said to have dipped linen that is later made into shrouds. The hill of Arafat is hold with greatest reverence by pilgrims. It lies about thirteen miles east of Mecca. All those who make the pilgrimage to the Holy City go to Arafat. They travel on foot, donkeys, horses, and camels. Some caravans have two kinds of camels: one is for carrying baggage and other provisions, while the other bears the name â€Å"shugdufs† and is decorated with tents of carpets and curtains which protect the riders from the sun. Millions of Moslems flock to Mecca, just like centuries ago, beginning the month of December. During the Haj, streets are crowded as people continually come in filling the Haram mosque like a balloon growing larger up to its bursting point. With the growing number of followers and the increasing architectural and engineering possibilities, The Great Mosque of al-Haram is still on the path of restructuring and redesigning until today without losing its commodity, firmness, and delight – the elements of architecture. However, although great Moslem populations are open to constructions and renovations, the believers strictly adhere to their belief and strong Islamic culture and the 21st century architecture and methods of construction being implemented on the Great Mosque of al-Haram clearly threatens Islamic culture and belief. Architecture is known by many not only as a course in tertiary education and a profession that brings a promising career but an art of building. As Sir Henry Wotton said in The Elements of Architecture, published posthumously in 1651, it must possess â€Å"commodity, firmness, and delight;† in

Appropriation of Brand Extension

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

Macbeth coursework act 3 scene 4 Essay

Macbeth is so important in this scene because it’s all about him in this scene and every thing that happens is revolving round him. Before this Banquo was killed by Macbeths hired murderers. During this scene Macbeth, Lady Macbeth and the lords are in the dining hall. They are celebrating Macbeth becoming king of Scotland, Macbeth starts to make a toast to celebrate the event when one of the murderers runs in and tells him that Banquo is dead. Macbeth then says,†to our beloved friend who will be greatly missed.† After this Macbeth walks back to his seat to see Banquo sitting there in his seat reaching out to him drenched in blood. Macbeth is extremely shocked he drops his cup and gasps. Macbth starts to panic and walks back still staring at the seat where he saw Banquo’s apparition and says, â€Å"don’t shake thy gory locks at me.† In this particular age people really believed in ghosts and the supernatural. They also believed that you really would go to hell if you committed mortal sins in your life .They also believed that only god could make a man into a king and only god could take his life and if anyone were to take it into their own hands would pay dearly. ` Everything was going considerably smoothly up until this point at the banquet. Everything before this was quite relaxed until an excited mood starts to kick in during the banquet and it gets the audience excited and ready for more exciting stuff to happen. It sets an edgy unrelaxed and chaotic mood. We learn that Macbeth is now at this stage very paranoid and scared. Scared that someone will find out about what he has done and scared of the consequences. He knows deep down that he will have to keep killing to cover all this up and that is what he scared of. He said he would rather face a tiger than to keep on fighting with these ghosts and apparitions. Lady Macbeth constantly tries to reassure Macbeth that everything is all right and tries to calm down the lords who are present throughout all the commotion. She assures the worried lords that he will be fine saying â€Å"on a thought he will be alright again.† Macbeth is loosing it and is saying things to the lords â€Å"which of you have done this† in a very accusing manner. Ross then seems very concerned for Macbeth as he says â€Å"what sights my lord,† because Macbeth is the only one in the room who can see this apparition. In other words Ross is asking what are you seeing in these hallucinations. Macduff does not attend the banquo because he suspects Macbeth to be up to something mischievous and becoming king so quickly. This does not help Macbeth and Duncan’s grudge between each other as we see them fight later on in the play. After the banquet Macbeth is talking to Lady Macbeth still very shaken and anxious by what happened he says to her â€Å"it will have blood they say and blood will have blood.† He also says, â€Å"I am in blood steeped so far that should I wade no more returning were as tedious as go o ‘er.†Which basically means that that he is in this too deep now and he cant get out of the trouble he has landed himself in. Which is the constant state of paranoia guilty conciseness and regret he is in and can’t get out of. The symbolism in this scene during the banquet is the ghost of Banquo. It is a symbol of Macbeth’s guilt and the terrible thing he has done to his one time good friend Banquo. The blood also shows symbolism in a way that blood will have more blood. It might mean he may have to keep killing if he wishes to remain out of the list of suspects of murderers In other words he will kill any who oppose him or try to prove that he was the one who killed banquo and king Duncan. There is a lot of dramatic effectiveness in this scene. The moods change very suddenly during the banquet scene when Macbeth was making a speech the last thing you thought you were going to see is the bloody ghost of Banquo sitting there calling out to Macbeth. And before this it was all merriment with the lords all gathered round the table eating drinking and chatting to each other and all of a sudden this happened. There was also a lot of dramatic effectiveness in the language that was used such as â€Å"don’t shake thy gory locks at me,† â€Å"they say blood will have blood,† † what man dare, I dare approach the rugged Russian bear, the armed rhino or the hyrcan tiger, take any shape but that my firm nerves shall never tremble.† A lot of dramatic effectiveness was used to make this scene, powerful, shocking, gripping and in some parts frightening. A Shakespearean audience would be very surprised and excited watching a play of Macbeth. This is because back then the upper rich class who by the way would have been the only kind of people who would have seen this play, would not be as used to bloody and violent scenes as there are in Macbeth. So Shakespeare was in a way quite ahead of his time when it came to writing plays. On the other hand a modern audience would not in my opinion act too shocked at the frightening bits of this scene as modern society are more hardened toward violence. This scene is one of the main â€Å"thrilling† scenes in the play and I think that is important because it adds that thrilling element that I think a lot of plays and films need to not stay too boring and one noted. The Mcbeth play was written for the ruling king james who was in power at that time and for the rich audience of the shakespearian era.

Commercialization in Education Essay

Short Essay on Commercialization of Education â€Å"No, I want my child to study. I want him to get what I did not get in my childhood. I will give him education even if I have to pay a huge amount of money to the educational institutions† These are some lines which are said by the parents of this modern era. Every parent tries their level best to provide quality education to his ward and to fulfill their dreams they spend a lumpsum amount of money so that their ward is able to  study in the best educational institution. Schools, coaching centers, educational institutions, etc. , are prospering day by day. It seems as if they will give rise to a new industry named  educational industry. They charge lumsum amount of money to provide education and the parents blindly spend such amount to educate their ward. But the question is– ARE THESE INSTITUTIONS PROVIDING EDUCATION OR THEY ARE DOING BUSINESS IN THE NAME OF EDUCATION In this modern era, EDUCATION is no more giving knowledge or teaching a child so that he/she can know more and more about the society. Rather it has converted into a business in almost every institution charge a huge amount in return of the facilities they provide. In the best educational institutions of the world, donations are taken in return of registering an average student and giving him education. Advertisements made by the schools, colleges, coaching’s, etc. is a way of getting more and more customers in form of students and surely their business is prospering day by day. Basically the parents are being cheated in the name of education. Even if it gives rise to a new industry, this industry will not be able to fulfill its social responsibility towards the society. The system of education in the world has to improve; the meaning of education has to improve. Providing education should not be limited to providing lumsum amount of money. The meaning should be giving quality education to the youth to develop the world. This is not what â€Å"I† as an individual or â€Å"you† as an individual can do. For this many â€Å"I† have to come together to give rise to a â€Å"we† and this â€Å"we† will be able to convey this message to the world.

The Effect of the Salem Witch Trials on Puritanism

The Salem witch trials had a drastic affect on the Puritan religion. The trials helped shape and point the direction for the New England Colonies and the Puritan religion. The Salem witch trials outbreak began in 1692. In the past, there had only been about five convictions of people being accused of witchcraft; none of this resulted in any deaths(Wilborn 16). Usually just a fine was given, but by the end of 1692 there was already 150 arrests (17). Whether you were rich or poor, it didn’t seem to matter, anyone and everyone was being accused. No one felt safe at this time (Trask ix). Salem was one of the larger towns of the Massachusetts Bay area. It was first occupied by in 1626, and was originally called Naumkeag; a word that derived†¦show more content†¦Many of the villagers felt there was status difference between them and the townspeople of Salem; which the Salem villagers resented (Trask xi). The villagers also did not like the distance they had to travel in or der to attend services, nor did they approve of the progressive message they had being preached to them (Griffeth 163). In 1667 the villagers petitioned to be exempt from â€Å"military watches†. There reasons for the petition was said to be due to the fact that they were so remote there really was no watches. This however was a sign the villagers were pushing to be on its own, independent form their â€Å"mother† community. Salem however was resistant to this, because they had already lost a significant amount of territory and did not want to lose one of its valuable and taxable towns. For almost a century, Salem delayed in approving this petitions; using counter-proposals and political clout to put off giving Salem Village any independence (Trask xi). In 1670 the villagers went to Salem Villages General Court to petition to be allowed to establish and build the towns own meeting house or church and to be allowed to hire a minister to preach to their community. In 16 72 Salem gave in to Salem Villages request due to their religious arguments. Salem was allowed to build its first â€Å"parish† or church. The villagers were also allowed to elect amongst themselves, a five man committee to find a minister for the community. This throughout the years wasShow MoreRelatedThe Salem Witch Trials of 1692941 Words   |  4 PagesA. Plan of the investigation The Salem Witch Trials of 1692 were a dark and very crucial time in American history. The late sixteen hundreds consisted of relying on young girls for the truth; but to what extent did the puritan’s religion and culture have in the proceedings of the Salem Witch Trials? A focus on the religion that the puritans believed in and their culture will be discussed. Also, how their faith turned them against those who were accused of witchcraft. It is also neededRead MorePuritanism And Salem Witch Trials1332 Words   |  6 PagesPuritanism and the Salem Witch Trials started in 1692. Many people wonder what the Puritanism and Salem Witch Trials are. Puritanism is the act of colonists who had left England seeking religious tolerance. Puritanism and the Salem Witch Trials were a very important movemnt in history. The Salem Witch Trials were a series of hearings and prosecutions of people accused of witchcraft in colonial Massachusetts between February 1692 and May 1693. The Salem Witch Trials started due to a group of youngRead MoreThe Salem Witch Trials Essay1614 Words   |  7 Pagesblood bath that was the Salem Witch Trials, but what not many know is what caused it and how it affected Americans throughout History. In the summer of 1692, it all started. A couple of Puritans thought that their daughters were being influenced by the Devil, but what they did not know is what the doctor said would affect the whole town, and eve their ancestors. Thesis: Many peaceful years after the Puritans’ journey to the new world, trouble arose through the Salem Witch Trials by what happened, whatRead MoreThe Church Of Salem Village Essay1457 Words   |  6 Pages1690’s the church of Salem Village was conflicted about being too conservative, which caused a divide in the congregation. This division lead to social and political issues between the two groups. This rift resulted in presumably innocent people being accused of witchcraft. In 1689, Samuel Par ris was invited by the Salem Village church committee to take over church services after the dismissal of George Burroughs. This was not the first time that a minister had been fired from the Salem Village churchRead MoreThe Crucible by Arthur Miller1085 Words   |  5 Pagescharacter and the society. Arthur Miller in ‘The Crucible,’ deals with the internal/external conflicts of protagonist John Proctor, during the witch trials of Salem; showing the effects of â€Å"an individual opposed to the will of the majority.† Through the mass hysteria caused by Abigail, corruption of justice and weakness of man; we see clearly the effects of fear and how Miller’s work translates into his own situation, during the introduction of McCarthyism. The most dominant outward human conflictRead MoreThe Crucible by Arthur Miller Essay565 Words   |  3 PagesThe Crucible The Crucible is a novel based on the Salem Witch Trials in Massachusetts, written by Arthur Miller. The Crucible demonstrates forbidden temptation between John Proctor and Abigail Williams, honor and dishonor in the town of Salem, ruthless revenge, and the strive for high social status. The narrative style of this play is standard 1950s everyday language. The Crucible is set in a theocratic society of Puritanism in 1692. Miller uses imagery and figurative language when AbigailRead MoreThe Salem Witch Trials And Mccarthyism1353 Words   |  6 Pages†-George Santayana. The Salem Witch Trials show a lot about how this world’s beliefs grew and developed in early America and Europe. Much of the prosecution of witches started because of the Roman Catholic Church; they created the belief of witches that led to the Salem Witch Trials. The Trials in Salem were a time when the people were scared of magic and what it could do, that led to the deaths of multiple people. The McCarthy Trials also show a resemblance to the witch trials in Salem as the idea of whatRead MoreReligion Induced Fear And Its Effect On The Salem Witch Trials1954 Words   |  8 Pagesand its effect on the Salem witch trials During the Salem Witch Trials over a six month period over one hundred people were accused of witchcraft and nineteen people were hanged with no hard evidence (Louis-Jacques). Through the witchcraft craze, which lasted hundreds of years, many different methods were employed to prove a witch’s guilt. Salem used a very odd type of evidence, spectral evidence, which required no eyewitnesses and could be easily made up. Contrasted to many witch trials, which hadRead MoreThe Puritan Influence in Young Goodman Brown by Nathaniel Hawthorne451 Words   |  2 PagesNathaniel Hawthorne Nathaniel Hawthorne’s â€Å"Young Goodman Brown† (repr. in Thomas R. Arp, and Greg Johnson, Perrine’s Literature: Structure, Sound, and Sense, 8th ed. [Fort Worth: Harcourt, 2002] 316) is a short story with strong Puritan influence. Puritanism is a religion demanding strict moral conduct and strong faith. Puritans held that Christians should do only what the Bible commanded. Analyzing â€Å"Young Goodman Brown† is dependant upon understanding the Puritan faith. The influence of the PuritanRead MoreNegative Effects Of Puritan Culture On American Society1232 Words   |  5 Pageswitchcraft. They are living during the corrupt time of the Salem witch trials. Thomas Satterwhite Noble’s oil painting â€Å"The Witch Hill,† which typifies the mood described above, depicts a young woman being escorted to her execution because she has been accused of witchcraft. Looking at this work, it becomes clear that this alleged witch is a regular woman with a regular life. Her soft eyes suggest that she is innocent. During the Salem Witch Trials, various people , such as the woman in this painting,

case study student development - 1772 Words

Case Study Paper Hiring a Diverse Staff Southwest State University is hiring new Resident Assistants (RA). Southwest State University is a small public baccalaureate university of approximately 2,500 students. Second year hall director Marcus is serving his first year on the Resident Assistant Selection committee. The school holds twenty positions and currently has seven available. Cheryl is the head of the RA Selection committee and she is the Assistant Director of Residence Life. The committee will interview nineteen students and rank them from â€Å"best† to â€Å"not ready† for the position. In the ranking process, Cheryl asked them to take note of candidates’ race and ethnicity based on observable†¦show more content†¦It is good to have diversity in a staff, but if members are in different stages of development, it could have a ripple effect and turn the whole organization around. Marcus, who was a part of the search committee for new RA’s, seemed confused ab out the process of finding a new RA. Cheryl mentioned that interviewing was just one part of the selection, which indicated there is another part to the hiring process. Cheryl decided to go ahead and offer positions to the students of color, and these students of color will not have to do the second part of the process. Schuh mentions assessment as analyzing and interpreting evidence that describes institutional, divisional, or agency effectiveness (Schuh et al., 2011). Schuh then recommends evaluation to use the assessment to improve departmental and institutional effectiveness. To become effective as an organization, assessments and evaluations are important to produce success. Without assessment and evaluation, finding a good fit for a program will be hard. Cheryl did not do a full assessment of all the students when going through an interview process. She is having the students of color miss out on the next stage in the hiring process because they are of color. The justice in th is case is threatened because not every student has the same chance of actually becoming an RA from the beginning. The loss of trust could also be comprised in Marcus eyes towards Cheryl, because she does not trust or listen to hisShow MoreRelatedThe Importance Of The Personal Development For Citizenship Education1220 Words   |  5 PagesThe Importance of the Personal Development Purpose to Citizenship Education I believe there is an immense responsibility on a Social Studies teacher to develop good and responsible students who value their identity and citizenship. The Alberta Social Studies curriculum emphasizes that, â€Å"the dynamic relationship between citizenship and identity forms the basis for skills and learning outcomes in the program of studies† (Alberta Education 2005, p. 3). How a teacher chooses to explore the relationshipRead MoreChina s Higher Education System1712 Words   |  7 PagesResearch Methodology The study takes a comparative study approach. This approach is defined as putting two or more education systems side by side in order to determine their socio-economic, cultural, political, ideology in a context (Brickman and Fraser, 1968). This paper takes a view of China’s higher education systems in order to find out the strengths higher education for policy formation in South Sudan because currently there is no evidence of one. The emphasis here is that in examining the policyRead MoreResearch On Students Learning1100 Words   |  5 PagesResearch on students’ learning in physics classrooms has indicated that there is a noticeable gap between the objectives of the physics instructors while implementing the traditional instruction and the level of students’ conceptual understanding (Heron Meltzer, 2005). â€Å"Physics Education Research (PER)† groups aim to overcome the challenges of traditional instruction by developing new instructional methods and materials in order to teach more effectively (McDermott Redish, 1999). Several studies reportedRead MoreThere Are Four Primary Discipline Topics Mentioned Above1244 Words   |  5 PagesTheory (CRT), are the highlights of the dimensions that will influence the research through this exploratory participatory approach. This will be a case study utilizing a mixed method approach through social constructivist participatory analysis. 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Successful use of the Web 2.0 tools, such as, Google Drive, blogs, Wiki, instant messaging, social networking, media sharing, and podcasts showed a positive impact by stimulating students intellectually, and making communication easier in education (Amgad AlFaar, 2014; Fan et al., 2016; Hollinderbaumer, Hartz, and Uckert,Read MorePERSONAL ND PROFESSIONAL DEVELOPMENT Essays1351 Words   |  6 Pagesï » ¿ Lesson Plan – 2 PERSONAL AND PROFESSIONAL DEVELOPMENT Unit Title: Personal and Professional Development Topic: Personal Swot Analysis Week 2 Time: Variable Duration: 5 Hours Lecturers: Module Leader: Joy Meme Venue: Variable No of students: Variable Lesson Objectives: 1.Understanding of the use and concept of a Personal SWOT Analysis 2.Completion of a Personal SWOT Analysis 3.Reading and discussion of the article-â€Å"How to LeadRead MoreEssay on EDU701 COURSE1519 Words   |  7 PagesCOURSE INFORMATION Course Information Course: EDU701 Education and Human Development Semester: Sep 2013 Year: 2013 Phone: 03-55227401 Core Person /Instructor: Associate Prof. Dr. Ros Aizan Yahaya Email: dr.rosyahaya@gmail.com Office Hours By Appointment Texts Fagerlind, Ingemar and Saha, Lawrence, J. (1986). Education and National Development: A Comparative Perspective, New York: Pergamon Press. Ohmahe, Kenichi (1991), Beyond National Borders, Tokyo: Bantam Books. Olson, David, R. (Ed)Read MoreDevelopmental Case Study Of A Kindergartener987 Words   |  4 Pages Developmental Case Study of a Kindergartener Frances M. Morado University of Houston-Downtown Abstract This paper explores the cognitive development, psychosocial development, moral reasoning, and oral language development of a five year old, Hispanic male kindergartener, named Esteban. These different stages are tested with the use of Piaget, Erikson, and Kohlberg s theory as identified in the text, Slavin, R. (2015), Educational Psychology: Theory and Practice (11thRead MoreStudy Abroad Is Beneficial For All College Students Development1394 Words   |  6 Pagessignal to the reader how study abroad is beneficial to all college students development. The journals make it a point to say that the study abroad programs offered in universities are expanding and participation by students is increasing. Also stated, is professors that wish that their students who are excluded by their major from studying abroad to have a program that allows them to go abroad. This field of study is interesting because it positively affects the student s life afterward mainlyRead MoreQuantitative and Qua litative Research Questions and Hypothesis1050 Words   |  5 PagesHypothesis Yasmine Swindle Revised Problem Statement– Quantitative Study Jung (2007) found that general education teacher’s attitudes toward the integration of students with disabilities reflect a lack of confidence both in their own instructional skills and in the quality of support personnel currently provides. General and special education teachers are placed in inclusive classroom settings for the betterment of the student; however, planning is not as effective when general education teachers