Kids Story Essays - Checkers, NYPD Blue, , Term Papers

Kid's Story Andy Morgan went to mass every Sunday. He never missed one. He went with his mother, father, baby sister, and on occasion he brought his cat, checkers along. After mass they all went for lunch and a walk in the park. One day the unspeakable happened to checkers the cat; he passed away. And Andy was sad. The next Sunday Andy told his family that he did not want to attend mass that day. His family was shocked, especially his mother who wanted to know why. So she marched up to his room and asked "why don't you want to come with us to mass honey?" Andy looked up with a stream of tears flooding his face and said"because God doesn't love me anymore, he took Checkers away, and now I am sad". Andy's mother explained to Andy that God took checkers to a better place, and that he should be happy for checkers. She also explain to Andy that for every door that God closes, he opens a window. His mother's words consoled him, but Andy was still sad. Andy eventually went to mass that Sunday, and as was their custom, went for a walk in the park. While in the park Andy went off by himself, and walk through checkers favorite places. While looking up at checkers favorite tree, Andy spotted a homeless kitten with swirls on his coat. The kitten came down from the tree, and jump up unto Andy's arms. Andy then knew that God had not forsaken him, because he had sent him another cat, which Andy appropriately name Swirls. Andy never forgot about Checkers, but Swirls made him happy again.

The Evolution of Greek Tragedy

The Evolution of Greek Tragedy Today, a trip to the theater is still a special event, but in Ancient  Athens, it wasnt just a time for cultural enrichment or entertainment. It was a religious, competitive, and civic festival event, part of the annual City (or Greater) Dionysia: We might want to imagine the atmosphere of the ancient drama festivals as a combination of Mardi Gras, the gathering of the faithful in St Peters Square on Easter Day, the crowds that throng the Mall on the Fourth of July, and the hype of Oscars night.- Ian C. Storey When Cleisthenes reformed Athens to make it more democratic, it is thought that he included competition between the groups of citizens in the form of dramatic, performing dithyrambic choruses. Be that as it may, Tragedy- as also Comedy- was at first mere improvisation. The one originated with the authors of the  Dithyramb, the other with those of the phallic songs, which are still in use in many of our cities. Tragedy advanced by slow degrees; each new element that showed itself was in turn developed. Having passed through many changes, it found its natural form, and there it stopped.- Aristotle Poetics Taxes,  A Civic Obligation Well in advance of the Elaphebolion (an Athenian month that ran from late March to early April) event, the city magistrate selected 3 patrons of the arts (choregoi) to finance the performances. It was an onerous form of taxation (liturgy) the wealthy were required to perform- but not every year. And the wealthy had a choice: they could supply Athens with a performance or a battleship. This  obligation included: Housing and feeding the chorus and actors.Selecting chorus members (young men about to enter the military).Hiring a chorus director (didaskalos) who trained the 12-15 non-professional dancers (choreuts), for a year, to perform, sing, and dance in the chorus.Providing a place to train.Paying for a dedication to Dionysus if he won. Professionals and Amateur Actors While the chorus was composed of (well-trained) non-professionals, the playwright and actors had, as Didaskalia puts it, leisure with a passion for the theater. Some of the actors became such polished celebrities their participation would give an unfair advantage, so the lead actor, protagonist, was assigned by lot to a playwright who was expected to compose a tetralogy, direct, choreograph, and act in his own plays. A tetralogy consisted of three tragedies and a satyr play- like a dessert at the end of the heavy, serious drama. Partly humorous or farcical, satyr-plays featured the half human, half animal creatures known as satyrs. Visual Aids for the Audience By convention, the actors in tragedy appeared larger than life. Since there were about 17,000 open-air seats in the theater of Dionysus (on the south slope of the Acropolis), going more than halfway around the circular dance floor (orchestra), this exaggeration must have made the actors more recognizable. They wore long, colorful robes, high headdresses, cothurnoi (shoes), and masks with largemouth holes to facilitate ease of speech. Men played all the parts. One actor might play more than one role, since there were only 3 actors, even by Euripides (c. 484-407/406) day. A century earlier, in the 6th century, when the first dramatic competition was held, there was only one  actor whose role was to interact with the chorus. The semi-legendary playwright of the first play with an actor was Thespis (from whose name comes the word thespian). Stage Effects In addition to the actors accouterments, there were elaborate devices for special effects. For instance, cranes could whisk gods or people on and off stage. These cranes were called mechane or machina in Latin; hence, our term deus ex machina. The skene (from which, scene) a building or tent at the back of the stage that was used from the time of Aeschylus (c. 525-456), could be painted to provide scenery. The skene was at the edge of the circular orchestra (dance floor of the chorus). The skene also provided a flat roof for action, a backstage for the actors preparation, and a door. The ekkyklema was a contraption for rolling scenes or people onto the stage. Dionysia and the Theater At the City Dionysia, the tragedians each presented a tetralogy- four plays, consisting of three tragedies and a satyr play. The theater was in the temenos (sacred precinct) of Dionysus Eleuthereus. The priest was seated in the center of the first row of the theatron. It may be that there were originally 10 wedges (kekrides) of seats to correspond with the 10 tribes of Attica, but the number was 13 by the 4th century B.C. Tragedy Terms Tragic Irony  happens when the audience knows what is going to happen but the actor is still ignorant. Hamartia:  The downfall of the tragic hero is caused by hamartia. This isnt a willful act in violation of the laws of the gods, but a mistake or excess.Hubris:  Excessive pride can lead to the downfall of the tragic hero.Peripeteia:  A  sudden reversal of fortune.Catharsis:  Ritual cleansing and emotional cleansing by the end of the tragedy. Sources Roger Dunkles Introduction to Tragedy The Entrances and Exits of Actors and Chorus in Greek Plays, by Margarete Bieber.  American Journal of Archaeology, Vol. 58, No. 4. (Oct. , 1954), pp. 277-284.

Primate Conservation Essay Example | Topics and Well Written Essays - 1000 words

Primate Conservation - Essay Example The IUCN has classified 114 out of 379 existing species of primates on the high risk of extinction. Before knowing the steps we can take for conserving them, the reasons behind their extinction should also be known. The immediate threat to primate extinction is ignited through the unfair activities of the humans, which may be directly through habitat disturbance or hunting (intrinsic factors) and indirectly through the introduction of exotic species or a chain of secondary extinctions (extrinsic factors). There are other reasons behind it too, like any natural calamity-drought, famine or floods, or, because of any kind of disease. Also, extinction risk is higher in species of primates with a small population rather than a big one. This happens largely due to predation or a certain kind of any life risking disease which might spread from one primate to another in a particular group and hence lead to their extinction. The intrinsic factors, habitat change and hunting, are the most impo rtant threats to the survival of primates than any other factor (Extinction, n.d). Primates are succumbed to habitat changes because they are losing their homes and food which are most vital for their survival. Trees that are used for home and food by these primates are being cut down extensively to fulfill the market demand for lumber which is considered as a very good source for building material and for fuel. Secondly, farm land which has been cleared of forest trees are in huge demand by plantation owners for setting up business farming industry. Medical advances leading to higher birth rate and increase in immigration is also leading to further decrease in the number of primates in their territory. Thus, the problem of loss of habitat is made worse by human pressure on the forests. Primates require big area enough as homes and if not provided with ultimately lead their death and as we know, chances of existence of small population is very grim (Science daily, 2007). Another cru cial threat that is being faced by our so called relatives is hunting. There is an insatiable demand for bush meat that leads to hunting. Also, many body parts of these primates are used for making traditional Chinese medicine especially in the South East Asia. They are also hunted for the private pet trade (IUCN, 2008). As we all know primate conservation needs to be taken a step forward but in certain areas they are causing excessive damage to the farmer’s fields which is also a matter for concern. According to a research done in the adjoining areas of Budongo Forest Reserve in Uganda, they spoiled the crops of maize and cassava in that area extensively (Journal of Primatology, 2000). Any farmland closely situated to any forests or reserves has to face these consequences thus incurring a huge loss to the farmers. Another study done in Ambroseli National Park, Kenya, stated that there is a lot of aggressiveness amongst the inter group of primates. They try to snatch non natu ral foods from the tourists of the park. Many tourists also complained of monkeys attacking and injuring them around the lodge (African Journal of Ecology, 1998). Dr. Joves Engel, a research scientist in the division of International programs at the UW’s Washington National Private Research Centre says â€Å"

Is virtue ethics able to provide concrete ethical guidance to doctors Essay

Is virtue ethics able to provide concrete ethical guidance to doctors Why or why not - Essay Example This raises the question of the sort of person one should be rather than what they should do. Due to the assumption, virtue ethics is not considered as a normative rival in relation to utilitarian and deontological ethics. However, its revival serves as a reminder to moral philosophers that a full account of our moral life may not be given due to the normative theory elaboration. The grounds one might have for believing that a choice of action cannot be given by virtue ethics is based on the claim that it is concerned with character rather than action, meaning it is not able to provide concrete ethical guidance (Mukherjee, 223). The above claim highlights the contrast that is there between virtue ethics and the other two approaches. While virtue ethics is agent-centered the other two are said to be act-centered. The conflict problem comes about with supporting the general claim that virtue ethics does not give a course of action. Different virtues have different requirements and it is said that these different requirements can point us in different directions. This goes to support the idea that virtue ethics is not able to provide concrete ethical guidance to doctors (Hursthouse, 651). The Emperor of All Maladies gives a history of cancer. It is an ancient disease that was not talked about much but its effects brought about the need for it to be looked into. This was in an attempt to learn more about its personality and behavior. It traces back the origin of the disease, the triumphs and deaths encountered. It brings out the start, the progressiveness and the war waged against it by people who were determined to see that it comes to an end or find ways of preventing and curing the disease (Mukherjee, 224). A thirty year old kindergarten teacher named Carla Reed and a mother of three woke up one morning with a headache. As she later found out, it was not an ordinary headache. She was a very active

Disuss being and non-being in lao-zi's concept (老子) Essay

Disuss being and non-being in lao-zi's concept (è€ Ã¥ ­ ) - Essay Example Since nobody knew the name, they called it Tao – the mystery of mysteries. According to the Western culture there is a division between subject and object and prevents the subject from realizing the inner self. Material desires keep mounting and this affects efficiency leading to social problems. LaoZi’s idea of non-being can lessen such desires and enable people to develop with equilibrium. According to this philosophy, ‘being’ is not normal whereas ‘non-being’ is normal. ‘Being’ is not constant; there is continuous movement. ‘Non-being; is actually the denial of ‘being’. ‘Being’ is not limited to concrete material forms but includes abstract ideas and theories. The cosmic process consists of first by giving birth to all things by Dao and then the process of returning all things to Dao. Nonbeing (wu) and being (you) can be seen as the two ontological moments through which the dao manifests itself. From the state of nothingness, from the state of non-being, some forms are realized in the form of being. Hence to become being is to take the form of body. The realm of being comes rarely but the realm of non-being is much richer (Shen, n.d.). Human beings have great potential. Laozi says they should cherish what they have but always remain open to the unfathomable possibilities because the origin is the non-being. In the realm of being, all beings are constituted of opposites, you and wu being one such pair of opposites. You and wu can be analyzed on three different levels of meaning. In the first level, ontologically, you means the real, the actual, the being; wu means non-being, the potential or the possible. Spiritually you means fulfillment and constraint whereas wu means transcendence and freedom. Thirdly, you also means full, presence, whereas wu means void or absence. Non-being or nothingness is the natural state. This state is simply Dao to LaoZi.

How Social Media Has Helped Transform Event Management Media Essay

How Social Media Has Helped Transform Event Management Media Essay Social media has changed the way information is communicated completely. The fact that people have adapted social media and prefer to use social media to communicate and get in touch with the world is proof of the fact that social media is here to stay. Social media has become very important for communication, marketing and a sales discipline as well. Event managers know from their experience that the most effective way of communicating, selling or marketing is face to face, but the reach of this is very limited as you cant meet and approach every potential customer. Other forms of marketing that are less personal had a wider reach but social media has made it possible for event managers to get in touch with as many people as they want. Face to face conversations allow a consumer to get engaged with the brand. Social media also allows people to share experiences about a brand and become advocates of it. There are at least 41.3 million people online in the UK alone and twitter users allover the world are estimated to be around 35mn. Social media is like amplified word of mouth. The word spreads fast and to a number of people at a time. It is something that event managers had been waiting for. Event managers can now build their event strategy after taking advise from their customers directly on what to include in the content, promote the event, share the experience with others and also evaluate how they event went. Now the events life has increased as the event is kept alive in the mind of the consumer through videos and pictures that are shared with many other people. This also increases the reach of the event. Event managers now have to embrace the reality and make the event available online. Event management often involves 5 phases, I will discuss each phase and how social media has helped transform it. Step 1. Planning Every event requires planning. Planning an event is an extremely lenghthy and tedious job, many softwares and guidelines are available to do this work. It involves getting people together to make an event a success. Deciding on the venue, the food, emergency plans, promotion, attendees etc. An event will only work out if these things have been planned in detail and the right people to perform the task are there. Some ways in which social media makes this phase easier are: Skype: Skype can be used to communicate with people who are miles away, it allows people to brainstorm and contribute unique ideas to make the event better. Â  PBworks:Â  this platform also makes it easier for people to contribute ideas add notes and organize the entire event. It is used by organizers all over because of its document sharing features which makes information exchange much faster and easier. Step 2. Organizing and inviting Once the planning part is done, the event manager has to make sure that everything is going as planned and that the people who have been delegated responsibility are also working. Time management is crucial at this stage, because of delay by one person to do his duty can have disastrous results. Also the planner needs to start inviting people, these include guests and attendees, you have to make sure that all the people who make the event a success are invited and are able to come to the event. For this purpose social media is available to keep information on the event organized and also to publish guest lists and speaker lists. Starting a blog is another great idea that event managers can make use up, these blogs are updated on a regular basis and keeps the attendants informed about how the preparation of an event is progressing. Facebook can also create an invite to an event, it allows people to respond to the invite as well. Step 3. Promotion and distribution Promotion is important whether its for a brand or an event, without it consumers or interested people can not be brought in. a number of promotional techniques are available but can be divided into below the line(ATL) and above the line (BTL) ATL deals with indirect ways of promotion where there is no individual contact between the buyer and the seller, these include print ads, TV ads, billboards etc. BTL is about direct interaction with the customer, may include activities and organizing of certain events to invite people to the product, consumer reach is limited compared to ATL but is much more effective. Social media can also be called an ATL approach but it has a much wider reach so is more effective. The event management needs to make sure that it is promoted through every channel possible. Potential attendees should be able to access information about the event and ask questions easily. Social media like twitter, youtube, facebook, orkut should be used. Social media should be considered a primary mode of advertising. Twitter and facebook should be used because they are meant to transfer messages. A facebook page is more effective than a facebook group because everytime the page is updated it appears in the newsfeed, allowing more people to view it. Facebook event is also an important way of letting people know about the event and also knowing how many people are likely to attend the event. Step 4. Meet expectations The manager should optimize the event to meet people requirements, because if the event does not make the attendees satisfied they are also capable of creating bad publicity for the company. High speed wireless should be made available so people can communicate with each other and converse easily with the guests and other attendees. Often even before the event starts the attendees start having dialogues with the speakers on the event and after the event that communication is continued. The attendees should be able to tweet in their questions in real time and also get answers, other attendees should also be able to answer those questions for the speakers. This makes the whole event much more interesting. There should be live conference available for people who are unable to attend the event. This allows people miles away to attend the conference and interact with every one around, the event manger should try and make it a holistic experience for such people also. Live streaming can also allow the event managers to reach out people who could not attend the event, later on some videos should be uploaded of the event, so that the lifecycle of the event is lengthened. The event manager also needs to listen to what the audience has to say. If they complain about any aspect of the event like the food or a particular speaker then the event manager should take action to improve the situation. Twitter conversation should be tracked properly and if not than surveys should be used to see what consumers have to say about the event. This makes consumers feel important as their opinion is being listened to and it helps managers align the event to the needs of the consumers ensuring that the event is a success. Step 5: communication after the event Post event communication is also important to make sure that the impression of the event is positive and lasts long especially if more events have to be held later on; If this impression is not a good one than consumers are less likely to attend the one in the future. After the event make sure your attendees know how to remain in touch through social media, emails should be exchanged to facilitate communication. Thank you notes should be sent along with updates and other information. Event management is as much about relation building as it is about organizing the event.

Eating Disorders :: essays research papers

Addiction is having a devotion to something to a point where it becomes a habit and even obsessive. Anorexia and bulimia are forms of addiction (www.addictionscience.net). Eating disorders are patterns of persistent eating or dieting behavior. They can be caused by significant emotional, physical, and relational distress (www.addictionscience.net). Some eating disorders are Anorexia Nervosa, Bulimia Nervosa, and Binge eating. Anorexia is the relentless pursuit of thinness. Bulimia is the uncontrollable urge to eat large amounts of food in a short amount of time (Exploring Science 6th Edition Myers, David G). The media plays a big part in this it creates an artificial image that people are supposed to look picture perfect, such as supermodels and athletes.   Ã‚  Ã‚  Ã‚  Ã‚  People with anorexia are unable to maintain there average body weight and height for their age (www.aedweb.org). Most are afraid of gaining weight and usually see themselves as being fat, even thought they might be underweight (www.aedweb.org). People with anorexia often deal with depression and withdrawal. They begin strange behavior such as dividing there food into a â€Å"good/safe† category, and a â€Å"bad/dangerous† category (www.calpsy.net/org).   Ã‚  Ã‚  Ã‚  Ã‚  Individuals with Bulimia usually overeat during meals. After eating, they usually feel guilty and punish themselves by forcing themselves to vomit, or by using laxatives, enemas, or by over exercising (Exploring Science 6th Edition Myers, David G). They also deal with depression and loneliness often. People with Bulimia have difficulty talking about their inner feelings. They also have anxiety depression, and anger (Exploring Science 6th Edition Myers, David G). They also might have problems with impulse control, shoplifting, and may be very sexually adventurous. They may also take in the habit to abuse drugs and alcohol depending on severity (www.anred.com).   Ã‚  Ã‚  Ã‚  Ã‚  People who binge eats are usually overweight. They diet to make themselves hungry and then binge eat to make up for the hunger. However, also eat for emotional reasons because they feel it substitutes for their depression (www.addictionscience.net).   Ã‚  Ã‚  Ã‚  Ã‚  Some of the warning signs of eating disorders are with food behavior (Exploring Science 6th Edition Myers, David G). They will usually skip meals or only eat a small portion. They will not eat in front of other people and they mix strange food combinations, they will also have an excuse to never eat. Suddenly they will stop eating their favorite foods and only eat a few â€Å"safe† foods. Often find themselves wearing baggy clothes to cover up their â€Å"non-perfect† appearance (www.

How Do Maya Angelou and Grace Nichols Communicate What It Means to Be a Black Woman in Today’s Society Essay

How do Maya Angelou and Grace Nichols communicate what it means to be a black woman in today’s society? In this essay I will compare two poems. The two poems I will compare is Maya Angelou’s ‘Still I rise’ to Grace Nichols’ ‘Of course when they ask for poems about the ‘realities’ of Black women’. I think Maya Angelou’s ‘Still in rise’ has a rather different message to Grace Nichols’ poem. I think they are interesting to compare because Maya Angelo is lively and spirited about writing a poem about how strong black women are and how it is to be a black woman in today’s society. Whereas, Grace Nichols is more disgruntled and irritated about writing her poem. The first poem I will scrutinize is Maya Angelo’s ‘Still I rise’. The title ‘Still I rise’ shows strength and optimism as it is a short but strong meaning title. It means that Maya Angelou will always defend herself. It makes you feel no matter what you do to Maya Angelou she will just get back up again. This makes you believe that Maya Angelou is a strong person. In the first verse, Maya Angelou starts off using an accusatory tone when she says ‘you may write me down in history with you bitter, twisted lies’. This gives the impression that she is talking to white people when she says this. I think this means she doesn’t like what white people have wrote in their history books about black people’s past as it is over exaggerated and a lot of lies. Near the end of the first verse, she uses the simile ‘but still like dust, I’ll rise’. This is once again reinforcing the idea that she is a strong black woman. By using this simile she is also comparing herself and her race to dust and this suggests that you can’t get rid of black people and that they are everywhere you go, as dust is hard to get rid of and it is everywhere as you can’t control or capture it. In the second verse, Maya Angelou is more lively and spirited when she says ‘Does my sassiness upset you? ’ This suggests that she is getting more confident as she progresses through the poem. She also uses two rhetorical questions to grip the reader’s attention ‘why are you beset with gloom? Also, in the second verse she shows more confidence when she uses the phrase ‘‘cause I walk like I’ve got oil wells pumping in my living room. ’ The use of informal language ‘cause’ shows this. This phrase also makes me think that she feels powerful, rich and important. In the third stanza, she uses a lot of similes such as ‘Just like moons and like suns’ I think she has put this simile in because it is natural imagery and she wants black people to be described as this because it is not only a part of nature but the sun and moon are beautiful; vital to the world. In the next line she continues with the natural imagery by saying ‘With certainty of tides’. This is also natural imagery as she is comparing the black race with tides. I think she chose to use the natural imagery of tides here because not only is it once again vital to the world but it also creates a sense of power as tides and waves are incontrollable, powerful and constant and waves always come back so I think maybe she was also trying to reinforce the idea that she and her race are strong. However in the fourth verse, she stops using natural imagery and changes into an interrogative mode when she says ‘did you want to see me broken? Bowed head and lowered eyes? ’ Here she uses negative lexis such as ‘broken’ to create an image of a typical slave to the reader. I think she does this here as she wants to show people that herself and her race are not slaves and that you should not dwell on their past and think of them as slaves. In the fifth stanza, it’s more about her culture when she uses the simile ‘cause I laugh like I’ve got gold mines’ I think she is implying here that she is not rich in wealth but she is rich in culture and in spirit. I think this changes the atmosphere to a more relaxed mood as she is embracing her culture. Also, when she says ‘diggin in my own back yard’ it gives you a sense of black soulful language and reinforces the fact that she embraces her culture and language. However, in stanza six, it is a more harsh verse as she uses an accusatory tone once again. She creates an atmosphere of fury and annoyance by using onomatopoeia and harsh sounds such as ‘cut’ and ‘kill’. I think this was put in so people would remember the way white people treated slaves and how violent they were towards them. I think she is trying to give an insight of how it must have felt to be a slave and make people feel guilty for treating them so unfairly. At the end of this verse, she repeats herself ‘But still, like air, I’ll rise’. I think she does this to not only make people believe she is a strong, black woman, but to also make the poem memorable for the reader and make it stand out. Also, when she uses the simile ‘like air’ it makes you think that you can’t hurt her because she is ‘like air’ and you can’t cut or hurt air. I think air was a good simile to use here because air rises and I think Angelou was implying that she will rise above all expectations people have for her, black women and black men. Also, by using the word air Maya Angelou is trying to indicate that herself and the black race are now free as black people are now free from slavery. In the seventh stanza, the atmosphere changes and you can see Angelou’s pride in her culture and race. I think Maya Angelou is trying to create a different image for black women as she says ‘does my sexiness up set you? . This suggests that she is trying to make a new image for black women that is sexy and more elegant because before they were seen as only slaves. In the third and fourth line of this verse, she says ‘that I dance like I’ve got diamonds, at the meeting of my thighs’. By using the word diamond she is implying that black women are rare, precious and tough as those are the main characteristics of a diamond. I t hink she is suggesting black women should be treasured and kept safe as they are too precious to lose. In the last stanza, Angelou breaks free from the previous set structure of the quatrains and it’s a more symbolic structure; it does not have a pattern to it. I think this is because it is supposed to imitate the slaves breaking free. Also, it has a random lay out and I think this is reinforcing the idea that you can’t capture black people like slaves anymore and that black people shouldn’t be treated unfairly anymore. The last verse also has more energy to it as it speeds up more. I think this is because when black people broke free from slavery they were lively and more spirited and had more pride in their culture and race. Also, in the last verse, Angelou uses metaphors instead of similes now such as ‘I’m a black ocean, leaping and wide’. I think she changes from similes to metaphors in this verse because she has gained more confidence and pride. It has also become a more happier, lively verse again as she uses more positive lexis such as ‘daybreak’ and ‘wondrously clear’. This is because she is happy and proud of being black and wants black women and men to be perceived as happy and lively. She has not only broken free from the quatrains in this last verse, but she has also broken free from the AB rhyming sentences and is now using rhyming couplets as well as repetition of the words ‘I rise, I rise, I rise’ to show confidence, power and pride of what it means to be a black woman. Overall, throughout the whole of the poem, I believe that Maya Angelou was trying to change the perception of black women and make black women feel as confident and as proud as Angelou does of being black. Throughout the poem Angelou’s tone differs. As in the beginning, although she started with an accusatory tone, she went on and used positive lexis such as ‘hopes springing high’ this then changed from a interrogative mood to a more lively and spirited atmosphere. However, as the poem continues she starts to use negative lexis again and the interrogative mode re-appears making the poem seem more harsh to the reader, although, when you read on the poem ends in a more lively and happier tone as she uses more absolute phrases and starts to use metaphors rather than similes now; ‘I’m a black ocean, leaping and wide’. Angelou’s use of sound imagery is interesting as she makes the reader imagine not only pretty, natural images, but harsh, cruel images as well. For instance, ‘Just like moons and like suns’ and ‘Shoulders falling down like teardrops’. I think she does this so we all can see what she wants black people to be perceived as and also what black people used to be perceived as. Overall, I think Maya Angelou wrote this poem to change the perception of black women in today’s society. The second poem I will analyse is Grace Nichols ‘Of course when they ask for poems about the ‘realities’ of black women’. This is a poem with a slightly different message. Whereas, Maya Angelou’s poem was overall lively and spirited, Grace Nichols poem takes on a more sarcastic side of what it’s like to be a black woman, compared to a white woman, in today’s society and how she feels about being asked to write a poem on what it’s like to be a black woman. The heading of Grace Nichols poem’ Of course when they ask for poems about the ‘realities’ of black women’ shows a sarcastic side as she has put realities in inverted commas. This gives you the impression that she doesn’t want to write this poem as black women are no different from white women or any other race. The first verse of the poem starts with ‘what they really want at times is a specimen whose heart is in the dust’. When she uses the word they in the beginning I think she is talking about white people, racists and those that misunderstand her race. Also, when she says the word specimen it makes you think of a different species; something that needs to be studied. I think this is what she feels racists think of the black race. When she refers to ‘whose heart is in the dust’ this makes the reader believe she thinks people pity her race. When she says ‘a mother-of-sufferer’ she is referring to ancestors of slaves and this then links to ‘trampled/oppressed’ which is the typical slave image. She’s is saying here that ‘they’, meaning white people or people that misunderstand her race, want a slave to write a poem about how it is to be a black person living in today’s society. Grace Nichols then moves on and says ‘they want a little black blood undressed and validation for the abused stereotype already in their heads’. This means that racists want a black, vulnerable person to be proof for the typical slave image, that’s a black stereotype, in their minds. When she says ‘black blood’ she is implying that black people are completely different to any other race and even have different blood, even though black people are no different from white people. She is also implying, when she says ‘For the abused stereotype already in their head’, that the stereotype has been put into people’s heads by white, biased history books. When she says, in the next verse, ‘a perfect song’ she is referring to someone that is proud of their race and would like to write a poem about being black, for example Maya Angelou. Within the next few lines, Grace Nichols talks more about how not all black women are the same and how they can’t be categorised. When she says’ I say I can write no poem big enough to hold the essence’. This means she can’t write one poem for black people or any other race as there are too many personalities and individuals to put them all into one category. When she says ‘of a black woman or a white woman or a green woman’ she is then showing her sarcasm again when she says ‘green woman’ as you can’t have green women and what she is trying to say is that we are all equal . ‘And there are Black women and Black women’ this is once again reinforcing the idea that there is not just ‘the’ black woman. There are different types of black women and they are not all the same and are individuals. In the next line she uses a very good simile when she says ‘like a contrasting sky of rainbow spectrum’. I love this simile as she is saying that there isn’t only one colour black and that when you put all the different colours together it makes something beautiful, such as a rainbow. She is also using natural imagery here and it makes you think of how special black people are to this world. As you go on in the poem, she uses the well known phrase ‘don’t judge a book by its cover’ very well as she says ‘touch a black woman you mistake for a rock and feel her melting down to fudge’. I think this is implying the phrase ‘don’t judge a book by its cover’ as it is saying if you insult a black woman when you think she has ‘thick skin’ she could really be vulnerable inside. In her poem, she does not only talk about different types of people and race, but she also introduces the fact of the different types of language. ‘If need be we’ll trade a piece-a-pussy’. Here she uses her own language of Creole and mixes Caribbean English with English to create a sense of her own Caribbean culture and how proud she is to be black and have her own, unique culture. Also, during her poem, Grace Nichols refers to some famous black women as she says ‘and there are black women so dangerous in South Africa they prison them away’. Here she is talking about Winnie Mandela, Nelson Mandela’s wife. She also refers to Maya Angelou throughout her poem as she says’ and there are black women strong and eloquent and focused’. Here she talks about Maya Angelou and how proud she is of her race. However, at the end of the poem, she ends on a positive note as she says’ the twisted self-negating history we’ve inherited’. I think this means even though they see their history as twisted and cruel, she wants black people to focus on the present and make their history better than that of the ancestors that were slaves. She also says ‘crushing out with each dancing step’. This shows me that she wants to crush out their past history and therefore ends on a positive note. Overall, throughout the poem, I think Grace Nichols was trying to make black women proud of their culture and race and that they are no more different than white people or any other race. I think Grace Nichols didn’t have a set structure for the poem as it is sporadic and a random layout. I think she did this because there is not a set pattern for black women and that the layout represents this. Also, the layout is random and unique and that’s what she wants black women to be perceived as instead as being in a set pattern and categorised. Grace Nichols repeats several thing throughout her poem. ‘of a black woman or a white woman or a green woman’ is repeated a lot to emphasize the point that all races are equal and it doesn’t depend on colour for how we are treated. She also repeats the phrase ‘crushing out with each dancing step’ to make her point that you shouldn’t judge people by their past and that you should forget about you and your ancestors history and create new history. I think Grace Nichols used Creole to emphasize how she is proud of her culture and that black women should be proud as well and celebrate their own culture. I think these poems differ in messages and tones as Maya Angelou’s poem ‘still I rise’ her message is that black women should be proud about their culture and to be black and that Maya Angelou wants to change the perception of black women so that it is not the typical lave image but it is more sexy and elegant. Also, I think Maya Angelou was lively and spirited throughout most of her poem, although she had some accusatory tone and interrogative mode. However, Grace Nichols’s message was different from Maya Angelou’s as Grace Nichols wanted black women to be treated fairly and equally as any other race are and that she doesn’t think its right to define black women all in one category. Also, she didn’t think it was right to be asked to write a poem about how black women feel living in today’s society as it is no different from any other race woman. Grace Nichols’s tone throughout was mainly accusatory and angry. In some ways the two poems are similar as they both feel that their race should not be treated as slave just because some of their ancestors were in captivity as slaves in past history. Also, they both feel that their race should now think about the present and not focus on the past and believe you should forget about slavery and the past. They both also want black people to celebrate their culture. I think Grace Nichols’s poem portrays the black race better as Maya Angelou categorises the black race even though they are all individuals and can’t be put into just one category. Whereas, Grace Nichols says all the way through her poem that black people are individuals and all unique and you can’t categorise them. Also, I think Grace Nichols write not just about the good things about being a black woman, but she also write about the bad things, whereas, Maya Angelou doesn’t.

The Relationship of Brand Equity and Brand Extension Essays

The Relationship of Brand Equity and Brand Extension Essays The Relationship of Brand Equity and Brand Extension Essay The Relationship of Brand Equity and Brand Extension Essay Title The Relationship of Brand Equity and Brand Extension: Low Involvement products vs. High Involvement Products Background and Significance In the present, technology enhances modern goods production resulting producers can provide resemble products in physical aspects such as quality or packaging. These create no differentiate of products. Consequently, Product Brand as well as the customer’s perception is the significance that promotes product differentiates or product advantages. Marketing professionals and organizations focus with Brand and try to position their Brands into customer’s mind. That establishes the Brand Equity (Keller, 1998). â€Å" Brand equity is a set of assets (and liabilities) linked to a brand’s name and symbol that adds to (or subtracts from) the value provided by a product or service to a firm and/or that firm’s customers†(Aaker, 1996). Marketing Science Institute conducted the survey in fifty famous companies in the United States. As the survey, the main topic that was interesting to research is the Brand Equity. That means all successful organizations pay attention with the Brand Equity and prefer to support the budget for the well management of the existing Brand Equity. These organizations also realize that their brand equity eliminate the chance of using the price strategy. The price strategy may decrease the existing value of the brand equity. As the well management of brand equity, organizations attempt to gain the great marketing communication for creating their product differentiates. Additionally, the other researched topic in their interest is the estimation of Brand Equity (Keller, 1998). Brand Equity is the significant issue in the consideration of all organizations because it creates the brand loyalty that motivates product perception, increases the repeated buying behavior and elevates sales of other products from the same brand including prohibits any mind changing to competitor’s brands. In the crisis economy, consumers normally choose products from the strongest brand for avoiding wrong decision making. The strong brand also generates the brand equity in consumer’s perception leading to the capability of higher price setting for instance, the preserved fruit can from â€Å"Malee† can set its price 20% higher than others but Male earns more market share than UFC preserved fruit cans. Male is the top of the preserved fruit cans in the current market because the Male brand gains the great consumer’s perception resulting to the willingness of consumer to pay more for the well-known brand even if the product itself has slight differentiate from others. The strong brand can provide large income to any organization. Besides the significance of brand equity, the strong brand can converse to be currency value. The value of this strong brand is estimated more than the real asset value in the company’s balance sheet. For instance, Interbrand and Citigroup in the USA arranged the companies value stated that Coca-Cola earned the highest market brand value as 80 billion dollars in 1999 (see in table 1. 1 below). Table 1. 1  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Top Ten Brand Value in the World |No. Brand |Market Brand Value | | | |(Billion Dollars) | |1 |Coca-Cola |83. 8 | |2. |Microsoft |56. 7 | |3. |IBM |43. 8 | |4. GE |33. 5 | |5. |Ford |32. 2 | |6. |Disney |32. 3 | |7 |Intel |30. 0 | |8. |McDonald’s |26. 2 | |9. |ATT |24. | |10. |Marlboro |21. 0 | Source:   Narong Jiwangkul (1998), Brand is really about the customer relationship. BrandAge Magazine, Dec 7: p. 69-70. The strong brand offers the benefits in the Brand Extension that le ad the companies spend fewer budgets than creating a new product brand, for instance Unilever employed the brand extension strategy from its existing successful brand. Lux SuperRich Shampoo of Unilever extended from Lux Soap. In addition, new products as well as Sunsilk Extra Mild Shampoo with Almond Milk for all hair types or Sunsilk Hair Oil Treatment for root treatment and Sunsilk Blackshine Shampoo for black hair extended from the Parent Sunsilk Brand that is the strong brand in the shampoo market. These advance the big advantage over the competitors in the budgeting of brand awareness. As the well-known product brand, the opportunity of success is higher because customers experienced in the product quality (Unilever-PG, High Competition from Skin to Hair, 1998). In the electronic market, the brand extension can see in Sony electronic products. Sony brand is strong in the electronic market with the strengths of the specific categories as audio and picture. Sony extended to cover the Digital Camera market that gained customer’s favors since a last few years. But Sony earned the same successful level of other existing strong brands in digital camera market such as Fuji, Kodak and Canon (Digital Camera War, 1998). As the strong brand of Sony and its continuing image creation in modern and endless technology development, brand extension of Sony is successful in digital camera market with no doubt. The success of brand extension depends on the Consumer Evaluation of Brand Extension. That consists of many components such as Brand Attribute Association, Attitude toward the Original Brand, Fit between the Original and Extension Product Class comprising with Complement Fit, Substitute Fit and Transfer from the parent brand including Perceived Difficulty of Making the Extension (Keller, 1993). Customers may evaluate between the existing parent brand and the brand extension, then leading to their buying decision. As the significance and benefits of brand equity in consumer’s mind mentioned above, the researcher is interested in the study of the different levels of involvement in products and their relationship with brand equity that may influence the components of the Consumer Evaluation of Brand Extension. Research Objectives 1. To study the levels of brand equity in customer’s mind of the researched product. 2. To research the differences of brand equity in customer’s mind between products with the different level of involvement. In order to find suitable approach to build, manage and maintain brand equity among each different product categories. . To study the relationship between brand equity in customer’s mind and the components of the consumer evaluation for the brand extension. Research Problems 1. How does the Brand Equity in customer’s mind do in this research? 2. How do the different involvement relate to the different levels of the brand equity in customer’s mind? 3. How brand equity in customer’s mind relates to customer evaluation of brand extension? Scope of the Study The sample group in this research consists of males and females with the age between 18-45 who lived in Bangkok. Selected brands in this research are well known brands as the first one, yogurt extended brand to the pasteurized milk that represented the low involvement product. For this low involvement product, the researcher used a substitute product in this research. Other brand as initial vehicle product extended to all-purpose vehicles that represent the high involvement product. Definitions Customer-based Brand Equity refers to customers gain brand knowledge that consists of 1) Brand Awareness as recognition and recall, and 2) Brand Image as strength, favorability, and uniqueness. Involvement refers to the levels of product involvement between consumers and products depending on types of product, interest, attitude, price and so fort. The involvement can be categorized into two types as the followings: 1. High involvement product, in this research, the computer notebook that offered an extending brand to the Computer PC. 2. Low involvement product, in this research, the Air Condition that expanded to an extending brand as the fan. Brand Extension refers to any organization takes advantages of the well-known brand for launching new products to the market. The new products will be called as an Extending Brand and the existing brand is called a Parent Brand. Consumer Evaluation of Brand Extension refers to the process and elements of the consumer evaluation of the brand extension. It consists of: 1) Brand Attribute Association, 2) Attitude toward the Original Brand, 3) Fit between the Original and Extension Product Class comprising with Complement Fit, Substitute and Transfer of the Parent Brand, and 4) Perceived Difficulty of Making the Extension. Expected Benefits 1. The professional marketers may consider the components of the Brand Equity in their decision making for evaluating or improving the Brand Equity for their organizations. 2. The marketers or anyone who’s interested in may take the research result as the basic information of consumer behavior for the evaluation of the brand extension focusing with the cost effectiveness and the opportunity of success. 3. The research result may be the basic information for all professional marketers in long-term product strategy by considering the components in the consumer evaluation of the brand extension. That may be helpful for product strategy in the brand extension for the further success. 4. This research will be beneficial for learners and others for research conduction and well understood of Brand Name and the involvement between Brand and the influenced factors of consumer’s decision making. This research result can claim as the fundamental information for conducting the related research about Brand and the Customer Evaluation of Brand Extension. Literature Review This research aims to research about the consumer evaluation of the brand equity and study the involvement of the brand extension. The researcher studied related researches, theories, concepts and literatures focusing with the followings: 1. Concept of Consumer-based Brand Equity  ·Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Definition of Consumer-based Brand Equity  ·Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Consumer-based Brand Equity Measurement  ·Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Managing Brand Equity 2. Concept of Brand Extension  ·Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Advantages of Brand Extension  ·Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Disadvantages of Brand Extension 3. Concept of Consumer Evaluation of Brand Extension 4. Concept of Consumer Behavior and Consumer Decision Process  ·Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Consumer decision process Research Hypothesis As the theories, concepts and related literatures mentioned above, the researcher established the specific hypotheses for this research about the involvement between Consumer-based Brand Equity and the Consumer Evaluation of Brand Extension as the followings: 1. Brand differentiation is in consumer’s mind. The Brand Knowledge consists of a) Brand Awareness as brand recall and recognition, and b) Brand Image as strength, favorability and uniqueness. The high brand knowledge will stimulate high Brand Equity. The low brand knowledge will lead to the low Brand Equity. These show in both low and high involvement products. . As the levels of Consumer-based Brand Equity, the high involvement product may gain higher consumer-based brand equity than the low involvement product with the low consumer-based brand equity. 3. Consumer-based Brand Equity of any parent product has positive correlation with the Consumer Evaluation of Brand Extension. Details are as the followings: 1) Brand Att ribute Association, 2) Attitude toward the Original Brand, 3) Fit between the Original and Extension Product Class comprising with complement fit, substitute and transfer of the Parent Brand, and 4) Perceived Difficulty of Making the Extension. The Consumer-based Brand Equity and the Consumer Evaluation of Brand Extension vary in the similar direction. In both high and low involvement products, higher brand equity, higher consumer evaluation of brand extension or lower brand equity, lower consumer evaluation of brand extension. Research Methodology This research is the quantitative research with survey research method and specific questionnaire. The researcher established the research method involving with population, sample group, research tool, information collection, and statistical analysis as the details below: Population Population group of this research is consumers in Bangkok with the age between 18-45. Television and an extended brand as camera is the selected product in this research. Sample Group As the determination of sample group in this research, the researcher takes the principle of total variance between sample group and variances of random sampling of Taro Yamane (1976: 886-887). The population size is 2,657,186. The reliability is 95%. The standard deviation is 5%.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   =   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚     Ã‚  N   Ã‚  Ã‚     Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   (1+Ne2)   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   When  Ã‚   n   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   =  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The sampling size   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   N  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   =  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The population size   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   e  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   =  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Sampling variables   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   As these numbers mentioned above, the calculation becomes as: ‘n’  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   =  Ã‚  Ã‚  Ã‚  Ã‚  2,657,186 (1+2,657,186 (0. 05)2) =  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   399. 93 Hence, the sample size is equal to 400. Sampling Method The researcher takes both non-probability sampling and probability sampling in this research. Fifty districts in Bangkok (Office of Urban Design, Bangkok, 1998) are as Pranakorn, Dusit, Nongjok, Bangruk, Bangken, Bangkapi, Pathumwan, Pomprab-sattrupai, Prakanong, Minburee, Ladkrabang, Yannawa, Sumpanthawong, Payathai, Thonburi, BangkokYai, Hoykwang, Nongkham, Rajburana, Bangplad, Dindeang, Beungkum, Sathorn, Bangsue, Jatujak, Bangkorlaem, Pravej, Klongteoy, Suanloung, Jomthong, Donmuang, Rajchathevi, Ladprao, Wattana, Bangkae, Luksee, Saimai, Kannayaow, Sapansung, Wangthonglang, Klongsamwa, Bangna, Thaveewattana, Thungkrue and Bangbon. The researcher conducts the purposive sampling with the selected districts that gained abundant commercial and residential areas. These districts are separated by The Urban Design Act in 1975 (Office of Urban Design, Bangkok, 1998). The selected districts enhance the research approach and convenience of information collection. The abundant commercial and residential areas are 36 areas as: (see in the chart 3. 1) 1. Dusit, 2. Bangruk, 3. Bangken, 4. Bangkapi, 5. Prathumwan, 6. Pomprab-sattrupai, 7. Prakanong, 8. Yannawa, 9. Sampanthawong, 10. Payathai, 11. Thonburi, 12. BangkokYai, 13. Hoykwang, 14. Klongsan, 15. BangkokNoy, 16. Pasrijareon, 17. Rajchaburana, 18. Bangplad, 19. Dindeang, 20. Buongkum, 21. Sathorn, 22. Bangsue, 23. Jatujak, 24. Bangkorlam, 25. Pravej, 26. KlongTeoy, 27. Suanluong, 28. Jomthong, 29. Donmuang, 30. Rajchathevi, 31. Ladprao, 32. Wattana, 33. Bangkae, 34. Luksee, 35. Wangthonglang, and 36. Bangna. Then, researcher takes the probability sampling in the simple random sampling by the sampling selection of non-mimic sample. This method scales down the sample size to be 7 districts as 20% of commercial and residential areas as the followings: 1. Bangsue, 2. Thonburi, 3. Prathumwan, 4. Dusit, 5. Bangkapi, 6. Klongteoy, and 7. Bangplad. The researcher gathers information with the convenience sampling in each district until complete total 400 population. Type of Product in the Research This research emphasizes to study in Consumer-based Brand Equity and Consumer Evaluation of Brand Extension. The selected products in this research aree products that offer the brand extensions in horizontal and category. This research considers in products that have the differences in the market share. They will address the clear identification of the involvement between Consumer-based Brand Equity and Elements of Brand Extension. Details are as the followings: The low involvement product as Yogurt-sour milk earns the extending brand as pasteurized milk. Based on the marketing information in 1998, the market value of pasteurized milk was 18,000 million baht. Meji was the top brand with 52% market share. Foremost earned 17%. Dutch Milk shared market as 17% and Nongpoe Milk was 2%. Chokchai Milk was 5%. Calcemax earned 2% and others gained 5% (Krungthep Business, 1998). The selected yogurt in this research is Yakool and Betagent that presented the large differences of market share. As the high involvement product, the researcher selects, with the consideration of product market share, the vehicle products that provide the extending brand to the all-purpose vehicle. In 1998, Toyota gained the largest market share as 36%. Honda earned 30%. Nissan hold 14%. Mitsubishi had 6%. Mazda kept 2% and others earned 12% (Thansetthakit, 1998). Consequently, the selected brands in this research are Toyota and Mazda because they had huge differences in their market share. Research Tool Research tool is the specific questionnaire that was designed and developed for this research. It contains 5 sections with different questions and purposes as the followings: Section I  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Population characteristic involves with age, gender, marital status, education level, occupation and individual monthly income. Section II  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Consumer-based Brand Equity of Yogurt is examined by questions in this section. Section III  Ã‚  Ã‚  Ã‚  Ã‚   Consumer Evaluation of Brand Extension is determined as consumer attitude in brand extension of the product, pasteurized milk. Section VI  Ã‚  Ã‚  Ã‚  Ã‚   Consumer-based Brand Equity of vehicle products is evaluated in this section. Section V  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Consumer Evaluation of Brand Extension involves with consumer attitude in brand extension of all-purpose vehicle. A measuring tool for consumer-based brand equity is modified from Keller’s research (Keller, 1993). The other measuring tool for brand extension is developed from the research of Aaker and Keller (1990). These tools are qualified with the validity and reliability test. In addition, this questionnaire is determined the content validity by professional opinion. And then, this questionnaire is launched to do the pre-test with 20 people who had similar characteristics of the sampling group. The coming results assist to develop the final questionnaire that had been used in the real information gathering. Variances Individual product was suitable for variance measurement and scoring as the followings: 1. Consumer-based Brand Equity  Ã‚  Ã‚  Ã‚  Ã‚   This research followed the Keller’s concept in Consumer-based Brand Equity as Brand Knowledge. Brand Knowledge contained with Brand Awareness as brand recall and recognition, and Brand Image as strength, favorability and uniqueness. 2. The elements of Consumer Evaluation of Brand Extension  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   This research obtained the elements of Consumer Evaluation of Brand Extension from Aaker and Keller (1990). It consisted of Brand Attitude Associations, Attitude toward the Original Brand, Perceived Difficulty of Making the Extension and the element of Aaker and Keller (1992) in the perceived fit of the proposed extension with the company. Scoring Measurement of Brand Equity 1. Questions for the brand awareness were measured brand recall and recognition (Nantana Boripanthananun, 1997). 1. 1  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   What brands do you know?  ·Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The first brand in consumer recognition  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   3 points  ·Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The second brand in consumer recognition   2 points  ·Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The third brand in consumer recognition  Ã‚  Ã‚  Ã‚  Ã‚   1 point 1. 2     Do you know this â€Å"†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬  Brand?  ·Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Yes, I do. 1 point  ·Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   No, I don’t. 0 point 2. Questions for measuring the brand image involved with 3 aspects as strength, favorability and uniqueness. Keller (1993) expressed that many measurement tools indicated with the highest to lowest levels of consumer’s opinion were fit for measuring the brand image. Hence, researcher decided to take the measuring tool as the rating scale with 5 levels for both high and low involvement products as the followings: Absolutely agree  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Absolutely disagree  Ã‚  Ã‚   5  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   4  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   3  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   2  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   1 The best The worst 5  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   4  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   3  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   2  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   1 Outstanding  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   same as others 5  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   4  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   3  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   2  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚     Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   1   The pre-test generated the questions about product attribute in the final questionnaire that was used until complete process of information collection. Measurement of the Elements in Consumer Evaluation of Brand Extension 1. Brand Attribute Association contained the open-ended questions involving with brand recognition of consumer. As the Attribute toward the Original Brand, Aaker and Keller (1990) took the rating scale with 7 levels but the researcher modified and developed the new rating scale with 5 levels in both high and low involvement products as the followings: The best  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚     Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The worst 5  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   4  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   3  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   2  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚     Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   1 . Attitude toward Brand Extension was determined by the 5-level rating scale   in both high and low involvement products as the followings: The best  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The worst 5  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   4  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   3  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   2  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   1 Surely buy it  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Will never buy it 5  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   4  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   3  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   2  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   1 . Perceived Difficulty of Making the Extension was evaluated by 5-level rating scale in both high and low involvement products as: Absolutely agree  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Absolutely disagree  Ã‚  Ã‚   5  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã ‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   4  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   3  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   2  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   1 Need special knowledge  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   No need special knowledge 5  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   4  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   3  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   2  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   1 4. Perceived Fit of the Proposed Extension with the Company also took the 5-level rating scale for measuring in both high and low involvement products as: Very fit  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Not fit at all 5  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   4  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   3  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   2  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   1 High involvement  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚     Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Not involved at all between company and product 5  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   4  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   3  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   2  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   1 Research Analysis and Results As the complete information collection, researcher provides coding and computed the results by the computer and the software SPSS for WINDOWS. The research analysis obtains the descriptive statistics for clear identification of sample group’s characteristics, the percentage (%) for notable explanation of information, the inferential statistics, the Pearson’s product moment correlation coefficient and the statistical T-Test for evaluating the correlation of each pair of variances depending on the hypothesis. References Aaker D. A. (1996). Building Strong Brands, The Free Press, New York Crainer, Stuart   The real power of brands : making brands work for competitive Imprint London : FT Pitman, 1995 Descript 214 p. : ill. ; 25 cm Note The Financial Times/Pitman Publishing SeriesJacket Subject Brand name products Product management. Dhiti Butratana. (1998). THE MEASUREMENT OF BRAND EQUITY IN BEER CATEGORY. Chulalongkorn University. Bangkok (Thailand). Graduate School. Major Master. Arts (Advertising). Karat Latawan. (2000). CONSUMER-BASED BRAND EQUITY AND   CONSUMER EVALUATION OF BRAND EXTENSION. Chulalongkorn University. Bangkok (Thailand). Graduate School. Major Master. Arts (Advertising). Keller, K. L. (1993)   Conceptualizing, Measuring and Managing Customer-Based Brand Equity. Journal of Marketing 57, pp. 1–22. Narong Jiwangkul (1998), Brand is really about the customer relationship. BrandAge Magazine, Dec 7: p. 69-70. Piyawan Phumpho. (2000). BRAND LOYALTY, BRAND EXTENSION AND CONSUMER EVALUATION OF FACTORS AFFECTING BRAND EXTENSION. Chulalongkorn University. Bangkok (Thailand). Graduate School. Major Master. Arts (Advertising). Varrinya Leelayuvat. (2000). MEASURING BRAND EQUITY FROM BRAND- CONSUMER RELATIONSHIP. Chulalongkorn University. Bangkok (Thailand). Graduate School. Major Master. Arts (Advertising)Tauber, EM, 1981. Brand franchise extensions: new products benefit from existing brand names. Bus Horiz 24 2, pp. 36–40

Calculating Density - Worked Example Problem

Calculating Density Problem Density is a measure of how much matter is in a space. It is expressed in units of mass per volume, such as g/cm3 or kg/L. This is a worked example of how to calculate the density when given the volume and mass of a substance. Sample Density Problem A brick of salt measuring 10.0 cm x 10.0 cm x 2.0 cm weighs 433 grams. What is its density?Solution:Density is the amount of mass per unit volume, or:D M/VDensity Mass/VolumeStep 1: Calculate VolumeIn this example, you are given the dimensions of the object, so you have to calculate the volume. The formula for volume depends on the shape of the object, but its a simple calculation for a box: Volume length x width x thicknessVolume 10.0 cm x 10.0 cm x 2.0 cmVolume 200.0 cm3Step 2: Determine Density Now you have the mass and the volume, which is all the information you need to calculate density.Density Mass/VolumeDensity 433 g/200.0 cm3Density 2.165 g/cm3Answer:The density of the salt brick is 2.165 g/cm3. A Note About Significant Figures In this example, the length and mass measurements all had 3 significant figures. So, the answer for density should also be reported using this number of significant figures. Youll have to decide whether to truncate the value to read 2.16 or whether to round it up to 2.17.

Determinants of demand for airline tickets Term Paper

Determinants of demand for airline tickets - Term Paper Example Large carriers in the industry have quite dominated the market, but the tactics of small carriers have been expressed to develop, and be able to penetrate the difficult large carrier zones, by providing frequent services through low cost carrier. It also elaborates the yield management pricing strategy of airline industries to maximize their profits by providing similar services to their customers at different prices. Finally, other concerns that the customers and airlines should consider before respectively buying and selling their tickets, which may affect their satisfaction and benefits are discussed. Keywords: Airline Industry, Customers, Large Carriers, Small Carriers, Low Cost Carriers Pricing Strategy, Demand, Demand Elasticity, Tickets, Profits ,In Flight Amenities Air transportation is one of the fastest modes of travelling in the modern society that has embraced technology and is very concerned with time management. It is very flexible and timely, but not everyone has had t he opportunity to use it. The airfares are quite expensive and some societies may view air travelling as a luxury. However, airline customers are offered a variety of airline tickets to purchase according to their suitability. ... They include income, ticket price, competitor’s ticket price, economy state, customer’s income, availability of substitute mode of transport and substitute price, customer loyalty, fright frequency, and preference among other minor factors (2008). Airline Industry Oligopoly and Ticket Price Taking an example of U.S. market share of the airline industry, in the third quarter of 2009, the four largest carriers, Delta & North, American, United and Continental airlines held 21.8, 15.2, 13.0 and 10.1percents respectively, totaling up to 60.1 % while the others held the 39.9 %, which best refer to an oligopoly situation(â€Å"Airline competition,† 2011). In general Enz states that â€Å"air line in United States, European union and Asia are dominated by a few large carriers† (2010, 65). The Airline industry consists of numerous firms global wise, and at an individual nation level, that merge up at times to create competition in service production. An action by a ny firm carrier in the industry has an impact on the general market since they are interdependent on each other. An entry in the airline industry is often difficult, and the collusion of the few existing companies in the industry gives the merging group superior marketplace control. While providing similar products that at times may be having no variation, it is often associated with insignificant competition if not none preferring product differentiation for a firm uniqueness. If one firm decides to change the ticket price for its customers, then this action would adversely affect the demand of tickets and flow of customers in other firms. Stability of an airline firm in the industry becomes deeply connected to the action and reactions of every single airline firm. If one company

Budhist ethics and victimized children Essay Example | Topics and Well Written Essays - 500 words

Budhist ethics and victimized children - Essay Example Right thinking, religious and social citizenry have provided relief. Nevertheless, the end to the sufferings of these innocent victims still seems a distant dream. (Help for Victimized Children) The Buddhist ethics highlights the eightfold path that applies to the normal citizens, perpetrators of sufferings on the victimized children, and the victims themselves. The Buddhist ethics provides gripping insights to awaken concern and care, penitence to the perpetrators and solace to the victims. The jungle law of ‘Might is right† has predators and preys following it with their own interpretations of attack or escape. The carnivores kill to satisfy their hunger. However, the perpetrators of crime on children do so to satisfy their greed and lust. Greed is like a bottomless pit and it ends in tragic misery. Buddhist ethics exposes the debilitating consequence and futility of greed as also other fleshly desires. According to the second truth of Buddhist ethics, all sufferings are the results of tanha (cravings). The handling or mishandling of tanha produces fruitful results or sufferings, depending on the process. Tanha is not restricted to criminal actions alone. Tanha in all forms lead to sufferings, according to Buddhist ethics. The tanha for power and good life also leads to suffering. (Michael C. Brannigan) It is difficult to interpret this concept to victimized children because it is practically inconceivable and unreasonable to explain a horrified child why he or she must not crave for solace or good life. The Buddhist concept of anatman (no self, soullessness) provides the eightfold path to freedom from sufferings. This eightfold path of right view, right resolve, right speech, right conduct, right livelihood, right effort, right mindfulness, and right concentration is instrumental in a society eager to alleviate the sufferings of victimized children. The