INTERPROFESSIONAL WORKING Essay Example | Topics and Well Written Essays - 2500 words

INTERPROFESSIONAL WORKING - Essay Example Any illness or medical condition always worsens with the advancement of age, and thus it is very necessary that the patients should be given proper treatment as and when the time is abundant. But while looking at the case study of Mrs. Ivy, it is hard not to notice the negligence of various authorities and the mention of lexis such as â€Å"waiting list† and â€Å"Social services would not get involved without proper†¦Ã¢â‚¬  Selfishness is really a very amazing temperament of a human being – My point being, since Mrs. Ivy needed tremendous care and a supervisory body while she developed her Dementia, her daughter should have let Mrs. Ivy stay at her home rather than looking for a flat or government’s care centers. And there is not a mention of what her son did for her after the part that â€Å"he lives far away†. A person can not always expect the government to stand by their ‘parent’s’ side at their time of need. After all, it is logical to say, that the government can not possibly cater all the dying people. We as humans should also realize our responsibility and thus her children should have favored her to stay with either one of them. The government of Britain has set up various trusts and policies to help the elderly (particularly with mental problems such as Alzheimer, Dementia, etc. Some of the current active policies are as follows: As Mr. Tisdall notes in his book â€Å"Children, Young people and social inclusion: Participation for What?† (2006), the chief motive behind this policy states that it is really hard for children of mentally disabled parents to cope up with their parents, economic conditions and personal lives. Therefore, the government has set up this program to help the mentally disabled parents of such children to pass along the troubled times. This program by the government is basically focused on health related issues of asylums, refugees, minorities, and

Heterosexual Marriage Essay Example for Free

Heterosexual Marriage Essay In our time we can see different sex marriages: homosexual and heterosexual, but which one is better for us. None of us would be in the world if we didn’t have a mother and father. God created a man and a woman as the top of his creativity. As they say a woman completes a man and a man completes a woman. This is openness to a new life, which implies a necessity of heterosexual union. In my opinion, the word marriage should only apply to a union between a man and a woman because this marriage is legal everywhere, they have the human procreation, and better raise them children. First of all, I think that union between man and woman is legal everywhere because it is not just in the government law and in religion too. In the world this marriage is legal in all countries, and acceptable in all religious movements. The state recognizes this relationship as a public institution in its laws because the relationship makes a unique and essential contribution to the common good. In some countries they do not recognize gay-marriage, just the union between female and male. For example, in Bible God said:† It is not good for man to be alone†, a man leaving his parents and being jointed to his wife. The Bible clearly identifies marriage as being between a man and a woman. The second thought is heterosexual marriage having the human procreation. The purpose of marriage is to procreation children, so same sex marriage comes down to the biology of the sex organs. For example, a man and woman can have a child, but a woman and a woman, or a man and a man cannot. Therefore, same-sex couples cannot procreate a new life; they cannot realize this basic function of marriage. The heterosexual have every opportunity to continue to race, and also a healthy way that is not bad for the child. The last important thought, that a union between a man and a woman can better raise a child. The marital union also, provides the best conditions for raising children: namely, the stable, loving relationship of a mother and a father present only in marriage. They will not confuse the child who he or she is. For example, father is always your child’s teacher; a mother also, gives more affection and love. If we combine these two thoughts together, the children will growth completely. So, I think that the kids need both parents: a father and a mother to grow in good family. I can say that the word marriage should only apply to a union between a man and a woman because this marriage is legal everywhere, they have the human procreation, and better raise them children. This marriage is the lifetime union of a man and a woman, primarily for the purpose of build a family and provide a stable environment for that family. This is assurances of the descendant’s family, duration of their family, and savings family’s tradition. This type of marriage suitable to the human more than any others, this gives more conditions continuation of human race, and can stay legal everywhere.

A Risk Neutral Framework For The Pricing Of Credit Derivatives :: Business Finance Essays

A Risk Neutral Framework For The Pricing Of Credit Derivatives 1. INTRODUCTION Considerable research effort has gone into Credit Derivatives since the early 1990’s. The roots of credit derivatives can be traced back to the notion that the credit risk of a firm can be captured by the credit rating ascribed to it. This premise is also the cornerstone of loan pricing and credit risk management models the world over, including J.P. Morgan’s CreditMetricsTM. Empirical research enables the predictability of the event of default as well as the Loss in the Event of Default (LIED). This information is expressed in terms of a ‘transition matrix’ - a matrix that traces out the probabilities the migration of a firm’s credit rating. Rating agencies such as Standard & Poor (S&P) provide transition matrices computed from periods of data about bonds - default record and post-default behaviour in the US markets. Lack of adequate data precludes the computation of such matrices in the Indian context, although it is possible to map ratings of Indian rating agencies such as CRISIL onto S&P ratings. 2. TYPES OF CREDIT DERIVATIVES Here is a brief description of some popular types of credit derivatives: 2.1 Credit Default Swaps A credit default swap provides a hedge against default on some payment, such as a bond. The counterparty buying credit protection pays the provider a certain amount in return for a guarantee to make good the loss in the event of default. 2.2 Total Return Swaps In this contract, the ‘payer’ gives a ‘receiver’ the total return on an asset in return for the returns on a benchmark asset, typically a risk-free asset. The payer has thus eliminated the risk of default in return for a lower but certain risk-free rate of return. 2.3 Credit Spread Derivatives Credit spread derivatives take the form of credit spread options, forwards or swaps. A credit spread call option, for example, is a call option written on the level of the spreads for a given bond. The option, thus increases in value as the spread increases, so that the value of the bond is protected. 3. RISK-NEUTRALITY Hypothesising the existence of a ‘risk-neutral’ world is extremely useful in the pricing of instruments whose value is derived from a stochastic process. In the real world, the present price is less than the expected net present value of the likely outcomes in future. Thus, for example, if the price of a commodity can become either Rs.

Basque and Kosovo: A quest for freedom

In the latter part of the 1990’s, the region of Kosovo gained international media attention when the armies of Serbian President Slobodan Milosevic were deployed with the purpose of crushing the desire of the majority Albanian initiative for independence (BBC News 4, 2006).In the chronology of the 20th century, the two opposing sides in the country, Serbs and the native Albanians, had launched attempts to wrest control of the volatile region (BBC, 2006). Yugoslavia was then known as the Kingdom of Serbs, Croats and Slovenes before the onset of the First World War (BBC 3, 2008).In 1929, the state was reconstituted to the name Yugoslavia (BBC 3, 2008). Though an ethnically diverse autonomous state, tribal irritation was still very prevalent (BBC 3, 2008). During the leadership of Josip Broz Tito, the province of Kosovo and Vojodina was accorded autonomy by the government (BBC 3, 2008). But after Tito’s demise, the country began to disintegrate (BBC 3, 2008). It should be noted that the Serbians constituted only a small fraction of the entire population, the province of Kosovo was held in high reverence by the Serbs (BBC 4, 2006).To the Serbs, Kosovo was the bassinet of the heritage, erudition and their identity (BBC 4, 2006). In the constitution of the former Yugoslavia, the fundamental law set the parameters of the state of Kosovo as a semi-independent province of Serbia (BBC 4, 2006). The movement for independence began to gain stem in the 1980’s with the demise of then Yugoslav dictator Josip Broz Tito (BBC 4, 2006). The portents of trouble in the Kosovo province started in the powder keg town of Mitrovica (BBC 1, 2008).Two hand grenades were lobbed at the two world bodies’ buildings (BBC 1, 2008). The first grenade exploded in the vicinity of a United Nations edifice, the other failing to explode at the new offices of the European Union delegation (BBC 1, 2008). In the former Yugoslav capital city of Belgrade, protestors hurled roc ks and destroyed windows in the United States embassy office as crowd control forces attempted to defend against an estimated 1,000 protestors (BBC 1, 2008). The US embassy was not totally caught off guard (BBC 2, 2008).The American diplomatic building was empty at the time the rioters began their assault on the complex (BBC 2, 2008). Many foreign states had been wary that the security authorities in the country would do much of anything to try and establish control of the situation (BBC 2, 2008). The primary factor that became the trigger in the minds of the protesters was by twin events (BBC 2, 2008). First, the rioters were incensed by the promulgation of the Kosovo province of their independence (BBC 2, 2008).The other was the rapid action of the United States and many other countries to officially recognize the new nation (BBC 2, 2008). In a moment, history was made for the people of Kosovo (BBC 1, 2008). Premier Hashim Thaci declared that the new independent nation would be fo unded on respecting the rights of all native groups in the province (BBC 1, 2008). In the 1990’s various movements for the securing of independence was established on the principles of non violent aggression (BBC 4, 2008). In 1991, tribal Albanians leaders had on its won declared independence for their state (BBC 4, 2008).In the summer of 1998, many Albanians were beginning to stage protest actions against the authority of Serbia (BBC 4, 2008). As the increasing protests grew, Milosevic sent police and army contingents in the region to destroy the independence movement (BBC 4, 2008). 1999 saw the international trying to broker and finalize an accord for the restoration of order in the troubled region (BBC 4, 2008). The accord was accepted with reservations by the tribal Albanians but was turned down by Serbian leader Slobodan Milosevic (BBC 4, 2008). Basque: protecting a language and a way of lifeIf the struggle in Kosovo was centered on the conflict of losing a cultural and national center, the Euskera-speaking Basques have been trying to defend their use of their language (BBC 5, 1999). For many millennia, the people of the Basque region in Spain have focused the main primer of their struggle on the preservation of their language and culture (BBC 5, 1999). But the history of the Basques as a people has been a mystery to many (BBC 5, 1999). Even their language, Euskera, is not connected with any of the Indo-European language groups spoken in the rest of European continent (BBC 5, 1999).Not only is the preservation of their native language at the core of the struggle of the Basque people, but also its defense (BBC 5, 1999). When democracy was revived in Spain after the 1975 demise of Spanish dictator General Francisco Franco, the language has since began to thrive and flourish (BBC 5, 1999). Of the estimated 2. 5 million Basques, Euskera is spoken by 30 percent of the population (BBC 5, 1999). An overwhelming majority of Basque children take up the lang uage at schools teaching Eukera (BBC 5, 1999). The earliest history of the Basque people pictures them as hardy and belligerent warriors (BBC 5, 1999).They fought off many invading armies from their territories (BBC 5, 1999). This they accomplished against the mighty Roman Empire, the ferocious Vikings and the Germanic tribe of the Visigoths, as well as Muslim trespassers (BBC 5, 1999). Hence many of the invading forces chose to steer away from the region (BBC 5, 1999). Also, Basques have developed the image of fearsome fisher folk (BBC 5, 1999). They were believed to have constructed vessels that they used to travel large swaths of ocean to fish for whales and cod fish (BBC 5, 1999).It was also believed that the Basques landed on the North American continent centuries before the discovery of the continent by Christopher Columbus (BBC 5, 1999). Ironically, a great number of the crew of Columbus’ ships was comprised of Basques (BBC 5, 1999). The struggle for an independent hom eland began during the incumbency of Spanish strongman General Francisco Franco (BBC 5, 1999). In the Spanish Civil War during the 1930’s, the Basques opposed the Nationalist armies of Franco sent to crush them (BBC 5, 1999). In anger, Franco declared the regions and its provinces as renegades (BBC 5, 1999).Franco found the task of crushing the nation difficult, and this is where the armed schismatic group, the ETA, or Euskadi Ta Azkatasuna, was formed (BBC 6, 2008). The ETA began as a student protest group in the 1960’s fiercely opposed to the stifling military rule (BBC 6, 2008). During the rule of General Franco, the Eureska language was interdicted, their unique culture was outlawed and members of the academe were incarcerated and persecuted (BBC 6, 2008). In the ensuing years of the struggle of the ETA, 820 people, many of them members of Spain’s police and politicians at odds with the demands of the ETA (BBC 6, 2008).Both the Basque state and the region of Catalonia have more than just their standing being components of Spain (Jason Richard Young, 2008). These two entities also want to have a greater separation from that larger political body (Young, 2008). The history for the drive of independence in the Basque region originate in the 7th century, with the Catalonia cause coming in at around the 10th and the 13th centuries (Young, 2008). How are they similar with the Yugoslav independence movement? Both of the movements in Spain and Yugoslavia were floundered nationalism (Young, 2008).Both of the movements flopped in the integration of their ethnic components to a singular common identity (Young, 2008). The nationalisms of Serbia and the Basques were conceived as political machinations (Young, 2008). These were conceptualized as programs to preserve and protect their individual erudite associations form infiltration from assimilation from other groups, as well as recognition as a distinct ethnic state (Young, 2008). The French withd rawal from the Pyrenees in 1530 has somewhat built a wall of separation among the Spanish and French Basques (Robert Clark, 1979).References BBC 1. (2008). Kosovo MP’s proclaim independence. Retrieved January 13, 2009, from http://news. bbc. co. uk/2/hi/europe/7249034. stm BBC 2. (2008). Serbia faces crossroads over Kosovo. Retrieved January 13, 2009, from http://news. bbc. co. uk/2/hi/europe/7258842. stm BBC 3. (2008). How Yugoslavia vanished from maps. Retrieved January 13, 2009, from http://news. bbc. co. uk/2/hi/europe/7251376. stm BBC 4. (2006). Flashbacks to Kosovo’s war. Retrieved January 13, 2009, from http://news. bbc. co. uk/2/hi/europe/5165042. stm BBC 5. (1999).Analysis: Basque pride. Retrieved January 13, 2009, from http://news. bbc. co. uk/2/hi/europe/548545. stm BBC 6. (2008). Who are ETA? Retrieved January 13, 2009, from http://news. bbc. co. uk/2/hi/europe/3500728. stm Clark, R. P. (1979). The Basques, the Franco years and beyond. Nevada, U. S. A: Univ ersity of Nevada Press. Young, J. R. (2008). Nationalism and ethnicity as identity politics in Eastern Europe and the Basque country. Retrieved January 13, 2009, from https://circle. ubc. ca/bitstream/2429/2262/1/ubc_2009_spring_young_jason. pdf

Barbie Is A Good Role Model

First appearing in 1959 at the American International Toy Fair, Barbie has since become the best selling doll in the world. Barbie has become so popular, that several controversies have come up about her, the most recurrent being whether or not Barbie serves as a good role model for little girls. This paper aims to provide argumentative elements based on facts and reason that support the idea that Barbie is indeed a good role model for little girls. The argument that I wish to make is that Barbie’s biography is indicative of values that women hold dear and that mothers wish of their little girls when they grow up.Barbie's full name is Barbara Millicent Roberts. She was born a healthy baby girl to George and Margaret Roberts of Willows, Wisconsin. Barbie attended Willows High School in Willows, Wisconsin and Manhattan International High School in New York City. Barbie’s senior year in high school introduced her to Ken Carson, who would later be her boyfriend. Barbie has had over forty pets including cats and dogs, horses, a panda, a lion cub, and a zebra. She has owned pink convertibles, trailers, jeeps and more.She also holds a pilot's license, and operates commercial airliners in addition to serving as a flight attendant. She has been, among many others, a veterinarian, an astronaut and a diplomat. Barbie has a lot of friends including Hispanic Teresa, African American Christie and Steven (Christie's boyfriend). (Lord 2) Liberalism has been a positive value to America which has shaped the improvement of many sectors in society. Women in particular have forwarded the feminist movement successfully from the 60s through the 70s, lobbying for equality in treatment and dignity.Barbie’s plethora of abilities indicates the woman’s ability to take on any task given to her and do well in it. Her ability to drive convertibles and trucks and planes alike signifies that women need not bend over to masculine predominance and can actually do thin gs that men used to do for them on their own. Even Barbie’s relationship with Ken, riddled with breakups and reconciliations as it was, showed a Barbie that was not dependent on a man. This is the very core of the feminist movement that every little girl should be aware of.Little girls who are avid fans of Barbie run the easy possibility of being exposed to these lofty ideas of gender equality very early on in their lives. It could lead them to assert themselves in class, gather courage to participate in school activities and sporting events and have strength to fight against anyone that might want to take advantage of her. Animal rights have been a long standing issue in society. The welfare of house pets and the survival of endangered species are of primary concern to humankind.Towards the goals of animal rights movements, Barbie promotes kindness in the pets that she has had. Her many pets teach little girls the importance of taking care of one’s animals. Advertisem ents of Barbie with a new pet always show the young woman taking the best of care of her little darlings. Also, her array of pets includes endangered species, which at the very least gathers awareness from the little ones who idolize her. Who knows how many little girls were inspired to be marine biologists or veterinarians because they were fans of Barbie and her pets during their childhood years?In the era of terrorism, racial disputes and bickering abound all over the world. In the United States, violence in schools due to racial discrimination has reached an all time high. People are very suspicious of anyone who doesn’t look like them. New people are always regarded with fear or anger, especially if they are of a foreign race. But what does Barbie show our little girls at home? She shows them that having friends isn’t a matter of picking people you have a lot of things in common with; it is a matter of talking to people, of talking about your differences and findi ng the beauty in them.Barbie’s being white doesn’t hinder her from being friends with people of different colors, whether it’s Hispanic Theresa or African-American Christie. Barbie’s selection of friends is not hindered by prejudice. All these three explanations tied to three very contentious issues of today prove that Barbie is one of the good girls. It proves that Barbie is a believer in women’s rights. That she is a feminist by heart and that her nature as a young strong woman who can take on any task and not any man get in her way is the woman of today.It proves that Barbie is a supporter of animal rights. Her care for her pets condemns animal cruelty and her inclusion of endangered species among the animals she takes care of shows her concern for the dangers these animals face. It proves that Barbie is no racist, she is an open minded young lady who has made friends because of heart and not skin color. Barbie’s biography speaks of a goo d young lady, who serves as a good role model for all the little girls who love her. Sources: Lord, M. G. , Forever Barbie: The Unauthorized Biography of a Real Doll. Paperback

Violence And Pornography Essays - Anti-pornography Feminism

Violence And Pornography Essays - Anti-pornography Feminism Violence and Pornography Pornography Sex or Subordination? In the late Seventies, America became shocked and outraged by the rape, mutilation, and murder of over a dozen young, beautiful girls. The man who committed these murders, Ted Bundy, was later apprehended and executed. During his detention in various penitentiaries, he was mentally probed and prodded by psychologist and psychoanalysts hoping to discover the root of his violent actions and sexual frustrations. Many theories arose in attempts to explain the motivational factors behind his murderous escapades. However, the strongest and most feasible of these theories came not from the psychologists, but from the man himself, "as a teenager, my buddies and I would all sneak around and watch porn. As I grew older, I became more and more interested and involved in it, [pornography] became an obsession. I got so involved in it, I wanted to incorporate [porn] into my life, but I couldn?t behave like that and maintain the success I had worked so hard for. I generated an alter-ego to fulfill my fantasies under-cover. Pornography was a means of unlocking the evil I had burried inside myself" (Leidholdt 47). Is it possible that pornography is acting as the key to unlocking the evil in more unstable minds? According to Edward Donnerstein, a leading researcher in the pornography field, "the relationship between sexually violent images in the media and subsequent aggression and . . . callous attitudes towards women is much stonger statistically than the relationship between smoking and cancer" (Itzin 22). After considering the increase in rape and molestation, sexual harassment, and other sex crimes over the last few decades, and also the corresponding increase of business in the pornography industry, the link between violence and pornogrpahy needs considerable study and examination. Once the evidence you will encounter in this paper is evaluated and quantified, it will be hard not come away with the realization that habitual use of pornographic material promotes unrealistic and unattainable desires in men that can leac to violent behavior toward women. In order to properly discuss pornography, and be able to link it to violence, we must first come to a basic and agreeable understanding of what the word pornography means. The term pornogrpahy originates from two greek words, porne, which means harlot, and graphein, which means to write (Webster?s 286). My belief is that the combination of the two words was originally meant to describe, in literature, the sexual escapades of women deemed to be whores. As time has passed, this definition of pornography has grown to include any and all obscene literature and pictures. At the present date, the term is basically a blanket which covers all types of material such as explicit literature, photography, films, and video tapes with varying degrees of sexual content. For Catherine Itzin?s research purposes pornogrpahy has been divided into three categories: The sexually explicit and violent; the sexually explicit and nonviolent, but subordinating and dehumanizing; and the sexually explicit, nonviolent, and nonsubordinating that is based upon mutuality. The sexually explicit and violent is graphic, showing penetration and ejaculation. Also, it shows the violent act toward a woman. The second example shows the graphic sexual act and climax, but not a violent act. This example shows the woman being dressed is a costume or being ?talked down? to in order to reduce her to something not human; such as a body part or just something to have sex with, a body opening or an orifice. Not only does ?erotica? show the entire graphic sexual act, it also depicts an attraction between two people. Her research consistently shows that harmful effects are associated with the first two, but that the third ?erotica?, is harmless (22). These three categories basically exist as tools of discerning content. Although sometimes they overlap without a true distinction, as in when the film is graphic in the sexual act and also in violence, but shows the act as being a mutual activity between the people participating. In my view, to further divide pornography, it is possible to break it down into even simpler categories: soft and hard core pornography. Hard core pornography is a combination of the sexually explicit and violent and the sexually explicit and nonviolent, but subordinating

Flyboys Essays

Flyboys Essays Flyboys Essay Flyboys Essay Fly Boys: Lafayette Escadrille 1917 World War I began in Europe in 1914, however the United States had still not entered the war by 1917. Over nine million people would eventually die in World War 1. Young Americans went to France to fight and to learn to fly airplanes, they joined the Lafayette Escadrille squadron. They were fighting the Germans who had better planes, weapons, and everything necessary to win they had more experienced pilots as well. The expectancy for a pilot was three to six weeks. One of the main characters in the movie: Blaine Rawlings was forced to leave his home in Texas after the family ranch was foreclosed.Eugene Skinner an African American who was a professional boxer and had been living in France, decided to give back and join. Briggs Lowry couldn’t do anything right, so his father makes him join, when all the men are assigned to a room mate he refuses to stay in the same room as the African American. William Jensen’s family had a history of f amily members in the military, and Eddie Beagle was running away from a crime he had commited, with a toy gun. When their leader Cassidy dies Rawlings takes the leader position and tries to save an help his squadron.William Jensen continued to fly for the rest of the war (he mad a melt down and couln’t fly). Eugene Skinner (African American) joined the U. S. forces when they entered the war, but was not allowed to fly. However he became one of the first pilots in the U. S. Airmail service. Eddie Beagle married a French girl and started his own flying circus. As for Blaine Rawlings he went to Paris to try and reunite with Lucienne the girl he falls in love with while in France, but couln’t find her so he returned to Texas and built one of the largest ranches and he never flew again. This was based on a true story!

Agnostic

Agnostic Agnostic Agnostic By Maeve Maddox I thought I knew the meaning of the word agnostic until I read this in an article about the Common Core State Standards: Some teachers were angered, not by his pedagogical vision per se but by the fact that the author of the standards seemed to be telling them how to teach, even when the standards themselves are agnostic about pedagogy. Thomas Huxley (1825-1895) coined the word agnostic to describe his attitude towards God and religion. He felt he lacked sufficient knowledge to determine if God existed or not. He formed the word by adding the prefix a- to the word gnostic. The prefix added the sense of â€Å"without, not, -less.† Gnostic means â€Å"knowledge.† Agnostic means â€Å"lack of knowledge.† The word agnostic can be a noun or an adjective. An agnostic is a person who withholds an opinion as to whether or not God exists. As an adjective, agnostic means â€Å"relating to the belief that the existence of anything beyond and behind material phenomena is unknown and (as far as can be judged) unknowable.† The use of agnostic in a nonreligious context led me to uses I’d been unaware of. Here are some examples: Progressive adherents defend the Common Core State Standards Initiative as culturally and morally agnostic.   I had to [think of] a recipe that would be apple agnostic- it had to work no matter if they were sweet or tart, red or green, tender or crisp. Political agnostics are people who ignore politics and current events. The rescues I knew that did foster homes were mostly purebred rescues, like for collies or Persian [cats], says Wootton,I didnt know of any that just took dogs, or just took catsWe are breed-agnostic we dont discriminate. I am coming round to a sugar-agnostic position. The burgeoning use of the word agnostic in nonreligious contexts may derive from its use in the world of technology. A software program that will run on any computer operating system is said to be â€Å"platform agnostic. In extended use, agnostic can mean â€Å"not committed to a particular point of view, â€Å"non-partisan,† or â€Å"equivocal.† To me, the use of agnostic to refer to apples, sugar, and dogs seems more than a little inapt. And a word that can mean â€Å"equivocal† doesn’t seem the best choice to describe educational standards. Want to improve your English in five minutes a day? Get a subscription and start receiving our writing tips and exercises daily! Keep learning! Browse the Vocabulary category, check our popular posts, or choose a related post below:30 Synonyms for â€Å"Meeting†Use a Dash for Number RangesDouble Possessive

California History Essay Example | Topics and Well Written Essays - 1000 words - 1

California History - Essay Example Had I surveyed myself, the percentage would have been even lower. The story of Califia is largely classified as a myth but to what extent is known only to Spanish explorers. The island of California, as described in a 1510 novel by Garci Ordonez de Montalvo, was located near the coast of Southeast Asia and inhabited by only women, large, muscular Amazon women. Califia was well known for her humanitarian efforts and for her sense of loyalty to the island people. She dealt fairly with friend and foe alike and had the ability to travel the world whenever she pleased. The weapons were made of gold as were all other metallic objects because gold was the only type of metal found on the island. A glorious, exotic setting to be sure whether it was real or imagined (Wright, 2005). When Spanish explores found what is today known as Baja California, they thought it to be an island. No shame in this as GPS positioning systems would not exist for another half a millennia or so. Maybe the explorers found gold or dark woman when they landed, no one knows, or maybe the recently published novel was fresh on their mind and the story was deemed worthy of naming a previously unknown (to Europeans) piece of land. The name ‘California’, as some have suggested, may not originate from Queen Califia at all but was derived from a combination of the Spanish words Caliente and fornia meaning ‘hot oven.’ Others point to the Latin words Calida and Fornax meaning ‘hot furnace’ (Zwinger, 1961). Baja California’s climate has certainly been described accurately as both metaphors but the Amazon story is much more entrancing. The romantic and adventurous lives that the Spanish explorers led is evidence enough to me that they would likely nam e what they found to be a large exotic island after a large, exotic and adventurous Queen rather than the benign and unimaginative name.

Politics of the Middle East Essay Example | Topics and Well Written Essays - 3500 words

Politics of the Middle East - Essay Example Historically, governments throughout the Arab world has been structured according to Islamic tradition and law in one form or another. This dates back to the Constitution of Medina, which was established by the Prophet Muhammad himself. This constitution provides the framework for Islamic tradition. The Prophet Muhammad is a revered figure and, while this establishment of a constitution did not imply written government law, it served to form the foundation for Muslim culture world wide. This culture has existed for centuries, and remains to this day. As mankind advances intellectually and technologically, however, the Arab Spring is an example of an increasing frustration with long standing values and principles that have remained in place across generations. It must be noted that the Arab Spring is not a fight against Islam. On the contrary, it is a fight for more individual freedoms and rights and a gradual loosening of cultural restrictions that have been in place since the time o f the Prophet. This needs to be balanced with a desire to maintain a strong Islamic faith, which when coupled with cultural norms, can prove quite difficult to do. From the foundation of Islam, much of the Arab world was tribal based. There were multiple tribes and families represented, and Muhammad saw Islam as a way to bring them all together under a common religious banner. This Constitution, therefore, was the first formal agreement amongst all of the tribes represented in the region, and actually led the way to the formation of the first Islamic state in the region.

Innovation - PAYPAL make the life more easier Essay

Innovation - PAYPAL make the life more easier - Essay Example In 2002, PayPal was acquired by EBay Inc. and made the official payment channel of the worldwide sites of EBay electronic commerce business wing. PayPal is chosen as the innovation topic for the essay because the establishment of PayPal was followed by huge success and popularity of the same in the international financial services and online payments domain. The essay would include a discussion of why PayPal can be considered to be a radical innovation in the electronic commerce and financial services domain. A review of the different literary works presented on the topic of innovation is done to link the theories of innovation to the practical example of PayPal as a breakthrough innovation. A section of the essay would include a discussion of the conditions and background which led to the establishment and success of PayPal in the global business platform. The essay would be suitably concluded with a summary of the findings from the report and with a small discussion regarding the future strategies that are likely to be used by PayPal for continued success and sustainability. PayPal was initially set up as a technology push innovation and later ensured continued success through sustainable innovative practices. This technological innovation was a result of the combination of technological advances and improvement in the use of materials and processes within different businesses. The innovation was fuelled and supported by the boom of electronic commerce activities across the globe. The cross border electronic commerce transactions conducted by millions of people across the globe created the need for a unique, safe, secure and globally usable online payment transfer domain. The innovators of PayPal tapped in this market need and used the advances in technology like access to internet, development of financial services domains and electronic commerce businesses to create the online

750 words essay Example | Topics and Well Written Essays - 750 words

750 words - Essay Example Buddhism summarizes a spiritual life in four tenets. This entails the truth of suffering, the truth of the reason for suffering, the truth of suffering’s end, the truth of the path that leads towards enlightenment. The first tenet means that life must always possess suffering. In turn, suffering is an inalienable part of life that individuals should not hold as strange. Acceptance of suffering does not connote nihilism, but acceptance of the world as it occurs. In such a pragmatic frame, the individual learns how one can rectify the problem of suffering. The religion does not deny the concept of pleasure, but classifies the same as a fleeting value (Ganeri 67). This also applies to happiness, which is a monetary feeling. In the end, sickness, aging, and death are the only inevitable elements. The second truth deals with the cause of suffering. The Buddha states that desire and ignorance are the two main causes of suffering. Desire relates to pursuit for pleasure, material thin gs, and immortality. Since these wants are insatiable, desiring them fuels suffering in people. Ignorance, on the other hand, refers to not perceiving the world as it occurs. When an individual lacks insight and foresight, the mind remains static since it is unable to perceive the true nature of life. Buddhism emphasizes on the mind as the principal precept for attaining Nirvana. This is because the mind is essential in controlling desires and emotions. The texts liken this principle to the act of herding an ox such that it does not stray into other people’s farms. Buddhism recognizes that the senses may become uncontrollable if the individual does not chain them with one’s mind. In this view, indulgence in desires and limited application of the mind in life suffocates the spirituality of a person. Buddhism emphasizes on the need for learning in order to achieve enlightenment. When a person is born,

Final phil Essay Example | Topics and Well Written Essays - 1500 words

Final phil - Essay Example A little history of Hinduism has it that Hinduism and Buddhism were originated in South Asia. The history of Hindu has far more than that of Hinduism. It was used by Persian conquerors, since the middle of the first millennium BCE; refer to the indigenous populations living in the surroundings of the river flowing along the north- western frontiers of the Indian subcontinent, Sindhu. The prophet Gautama Buddha, who was the prince of the kingdom Kapilavatthu named Siddhartha, at the Himalayan Foothills, around 490 BCE, who was to become Gautama Buddha after his renunciation, founded Buddhism. Hinduism also means the emergence of Vedas, in which the Upanishads were composed between the 7th and 3rd century and also it became a part of the Vedas. Buddhism was emerged as a part of Shramana movements, around the 5th century.â€Å"Hinduism has the belief of monotheistic (one God) as well as polytheistic (many Gods) elements: the one Supreme Being (Brahman) also exists simultaneously in the deities of the Creator (Brahma), the Reality or Sustainer (Vishnu) and the Destroyer (Shiva)† (Hinduism par.6). According to the Buddhism philosophy, there is no god which does not believe in the concept of god. â€Å"In fact, often those who scorn others, claiming some unconvincing excuse, are unable to look the target of their ridicule directly in the eye, perhaps because they see their ownselves there† (Ikeda & Nanda p.9). The reincarnation and ultimate salvation was taught by Buddhism and rejected Vedas of Hinduism. An important principle of Hinduism is the Law of Karma. It is important to note that Buddhism has the doctrines, which were written in Pali –a canon text. Yoga is one of the important disciplines of Hinduism. Through Yoga, one can get a controlled body and mind. In Buddhism, they have the concept for salvation which is depended on oneself and not to others. Traditional worship of God is known as pooja in Hindu. There will be a pooja room in every Hindu’s house. However, it is important to note that the doctrine of Hinduism is not a fixed uniform, on contrary it is inclusive, broad and further its tolerant to many points of view (Chapter 19: Asian Thought p.411). Buddhism was found not only in India, but also in other countries like Sri Lanka (Ceylon), Myanmar (Burma), China, Korea, Thailand, Tibet and Japan. They also rejected the caste system which is in Hinduism. Moreover, Buddhism has a founder in Gautama Buddha, while Hinduism does not have any founder of its own. It was originated as a civilisation in the surroundings of River Sindhu. There are the four noble truths in Buddhism.â€Å"The doctrine of the Four Noble Truths then focuses on the relationship between suffering and attachment or desire† (Chapter 19: Asian Thought p.412). The Buddhist strongly rejects the doctrine of rebirth and karma, followed by the Buddhist doctrine of eight-hold path. Hinduism allows complete freedom to individual. It is extr emely liberal and catholic. And, also Sanskrit has got importance in this religion. Hindus have the belief that there are two stages of life. They are: Vanaprastha and Sannyasa, - man withdraws himself from all worldly activities, retires into the forest and prepares himself for taking Sannyasa. This is the life of a Vanaprastha sanyasa after vanaprasta and he leads a meditation life. Dharma, Reincarnation, and Karma are the basic tenets of Buddhism. The law

750 words essay Example | Topics and Well Written Essays - 750 words

750 words - Essay Example Buddhism summarizes a spiritual life in four tenets. This entails the truth of suffering, the truth of the reason for suffering, the truth of suffering’s end, the truth of the path that leads towards enlightenment. The first tenet means that life must always possess suffering. In turn, suffering is an inalienable part of life that individuals should not hold as strange. Acceptance of suffering does not connote nihilism, but acceptance of the world as it occurs. In such a pragmatic frame, the individual learns how one can rectify the problem of suffering. The religion does not deny the concept of pleasure, but classifies the same as a fleeting value (Ganeri 67). This also applies to happiness, which is a monetary feeling. In the end, sickness, aging, and death are the only inevitable elements. The second truth deals with the cause of suffering. The Buddha states that desire and ignorance are the two main causes of suffering. Desire relates to pursuit for pleasure, material thin gs, and immortality. Since these wants are insatiable, desiring them fuels suffering in people. Ignorance, on the other hand, refers to not perceiving the world as it occurs. When an individual lacks insight and foresight, the mind remains static since it is unable to perceive the true nature of life. Buddhism emphasizes on the mind as the principal precept for attaining Nirvana. This is because the mind is essential in controlling desires and emotions. The texts liken this principle to the act of herding an ox such that it does not stray into other people’s farms. Buddhism recognizes that the senses may become uncontrollable if the individual does not chain them with one’s mind. In this view, indulgence in desires and limited application of the mind in life suffocates the spirituality of a person. Buddhism emphasizes on the need for learning in order to achieve enlightenment. When a person is born,

Critical analysis of a rhetorical message, which is, A Raisen Bran Essay

Critical analysis of a rhetorical message, which is, A Raisen Bran cereal box - Essay Example Raisin Bran Cereal is a popular cereal mostly for middle class and upper class households in the United States. This article analyzes the relationship between the features of the box and the popularity of the cereal in middle class and upper class households, in the United States. The sun-like graphic on the box imply that the Raisin bran cereal is a morning cereal that gives a person energy to start a bright new day. The purple color dominant on the box associates the serial with royalty. In that, one feels royal and wears confidence throughout the day after having Raisin Bran Cereals for breakfast. A Raisin Bran Cereal box has a sun like graphic, which signifies that when one takes the cereal as a morning meal, it gives one the energy to start a new day. The purple color, which is so dominant the box, brings out royalty. Hence, it shows that one will wear the feeling of loyalty after taking the cereal hence giving one confidence to face a new day. The Raisin Bran Cereal boxes, according to my visits to different stores, are attractively displayed on the shelves. The stickers on the shelves are put in a manner that one cannot pass without noticing the cereals. The cereals also have different offers and gifts attached on them hence making it have a considerable sale. The Kellogg’s company is well known for its nutritious products, which are juice, the cereals, toaster pastries etc. Apart from that, the company has contradicted itself by diverting from its nutritious popularity, by also producing non-healthy fruit flavored snacks, which have chemicals in the name of fruit flavors. This has made the company has a tainted image. The colorful Raisin Bran has been strategically made to catch the eye of the customer. It has an image of a happy face (a happy sun) to brighten it up more. It also shows how the cereals in the box look like (Biddle 59). The sides of the box also instruct one on how to mix the cereal, what to mix it with and make it

Own Self Concepts Essay Example for Free

Own Self Concepts Essay Own Self Concepts SPC 2300 – 12 Own Self Concepts 1. Define one change you would like to make in yourself. It might be a behavior or anything about yourself that you would like to alter. * I would like to change one of my behaviors about myself. The worst quality about me is that I am always late no matter what the case may be. I am not late on purpose, but it seems like something always puts me behind schedule. It drives both my family and friends crazy. They have learned when I say I will be there in thirty minutes, to expect me in about an hour. This is a behavior of mine that I need to work on immediately. . Write a specific goal for making the change, being sure your goal is realistic and fair. Use affirming, motivational language in your goal. For example, â€Å"I will show my best friends that I am paying attention when they talk to me. † * This is something about myself I have needed to change for a long time. It is not something I do intentionally to drive my family and friends crazy. I need to become a little more time oriented, so that I can be where I say I am going to be, at a certain time. I will show my family and friends that I can be on time to their events. My first goal is to sit down with a calendar, and write down already known events and times. This way I will not schedule more than one event at a time. Next, by having a planner, I can add any new events that occur in future. I will be able to check available dates and make sure I have nothing already planned. Lastly, by sticking to my schedule and planning ahead it should reduce the amount of time I am late. I know I always have to expect the unexpected, but at least I have control over the already known about. 3. Observe or think of others who are models for what you want to be. Write down what they do. For example, â€Å"Tracy nods a lot and repeats back what others say so they know she is listening. † * A model person for me to observe and take tips from would be my mother. She will have a whole list of things to accomplish within her day, and gets them all done and on time. She has a monthly day planner that she carries with her at all times. She always makes sure to add important and upcoming events, as well as any of her daily to-dos to the planner. My mom also makes sure not to make more plans than she can fulfill within her day. It seems to work for my mom, so I don’t see why it wouldn’t work for me. . What context or setting is required for you to achieve your goal? For example, â€Å"I will talk with my friends in private, distraction-free settings. † * I will need to follow the schedule I set for myself and not let myself get distracted from my original plans. It might even be good for my family and friends to be a little bit stricter when it co mes to my tardiness. For the most part, this behavior is something I have to train myself on. No one else can do this for me. I have got to learn how to manage my time better, so that I will arrive at events when I am supposed to be there. . Identify potential barriers to the change. Some potential barriers that may cause some problems for my change will be the exact people who request the change of me. I will admit that I do control a lot of my tardiness, but not all of it is my fault. I will be on my way somewhere, when a friend asks me to do something for them. They promise it will only take five minutes. At that point, it is usually over an hour when they are done with me. I have got to learn to tell my family and friends no sometimes, in order to fulfill prior obligations.

Advantages and Disadvantages of Rebranding

Advantages and Disadvantages of Rebranding Introduction Brand identity awareness as we understand it now appeared in the 19th century with the introduction of packaged goods. As soon as products were no longer produced by local manufacturer the need for the brand image occurred. Mass production has a wider market orientation and often cheaper price. But competition with local products which were already familiar to consumers was impossible without differentiation and strong appealing image. Many brands image was intentionally created to simulate local farmers products and therefore appear as something familiar to the potential customer. Perfect illustrations provide such known brands as Uncle Bens rice and Kelloggs breakfast cereal, till now they have an image of home-made products. And from this contemporary branding originated: manufacturers with the help of advertising started to associate other kinds of brand values, such as youthfulness, fun, luxury, honesty, quality assurance, source or ownership, and producers responsibility. They learned how to differentiate and to create emotional bonding with the help of identity signs. Recent environmental trends are forcing top managers to give even greater and greater attention to brand identity to guarantee competitive advantage. For every business the key to success is the right brand identity which should present a positive image of the company and set the stage for a strong reputation. Temporal (2002) stated The brand is the foundation of the business. Weak brand can tear up the foundation. Therefore the creation of strong brand identity is crucial for companies to encourage positive attitudes and provide an important competitive advantage. The corporate name and logo are two essential components of the corporate identity construct; they are the symbols of brand. Furthermore, they are the most pervasive elements in corporate and brand communications, and play a main role in the communication of the desired positioning strategy. The right logo and clear visual identity are critical for any companys success. Though a brand can have an old-fashioned logo, even the minor change can jeopardize its appeal to loyal customers. In the advertising history there are a lot of examples of rebranding which gone wrong. Wheeler (2009) in her book brings an example of Kelloggs corn flakes which wanted slightly change the name of cereals from Coco Pops to Choco Pops in 1999. The result was deplorable and its customer base strongly resisted. If the brand image is strong, a sudden change could alienate customers. On the other hand, successful rebrand can help the company or a product to reach unprecedented market position. In the 1950s nobody knew a widespread and popular fruit called kiwi, because it was called the Chinese gooseberry and was not popular at all. American importers decided that it needed a makeover. Fruit is imported from New Zealand, so they decided to rename it kiwifruit to honour the flightless national bird of New Zealand. With the new name market position improved dramatically. The importance of the right name and appropriate professionally designed logo hardly can be underestimated. If brand symbols were not created well in the beginning it is never too late to do a rebrand. Though changing these symbols is controversial and requires enormous physical, financial and psychological investments. Rebranding has become a real trend in the last decades, with some companies rebranding several times. There are plenty of successful and unsuccessful examples of rebranding which was done for all possible reasons from attempt to rebrand itself to desire to shed the company negative image. Obviously, the risks of changing the established brand identity are high and benefits are not guaranteed. With a new identity it is normally very difficult to estimate actual monetary benefits. However, there are numerous examples of companies changing names and logos, rebranding, and creating new identities for a variety of reasons, all with successful results. The aim of this study is therefore to give an answer to the following research question: Why evolution of brand identity is better than revolution? and When revolution is necessity? The paper is a secondary research and is based on information from books and specialized magazines, also in electronic form. It is structured in order to provide a clear and systematic understanding of the advantages, disadvantages and causes of changing the established brand identity. Brand identity Brand image and brand identityÂÂ   Difference between brand identity and image is not obvious and often confused. According to Collins dictionary brand image is the attributes of a brand as perceived by potential and actual customers. Therefore brand image is mostly visual oriented and dealing with such issues as logo design, name, tagline, corporate colours and fonts. On the contrary brand identity refers to the core attributes of a brand itself, its philosophy and its values. Brand identity is so-called brand personality a marvellous aggregate which form the uniqueness of brand; it is an individuality which singles out the brand. Brand identity is the facade of the company or organisation and should be an accurate representation of it. On the other hand it is the total proposition and promises that a company makes to consumers. But the press and the competition can also influence brand identity. To establish and maintain distinguishable identity every aspect of a business has to be taken into consideration. Aaker (2004) mentioned in his works that companies have to make substantial efforts to make sure that what customers perceive the company in desired way. A well-built image works for the company, bringing an individual, memorable identity which fits perfectly with the companys aims and strategies. A strong brand identity always brings a company above its competitors all by itself. Though development of such a strong brand takes time and financial inputs it is a worthy investment. (Aaker, pp 183-185) Different levels of identity change When companies decide to undertake corporate identity changes, they are usually redeveloping the visual image in terms of logo and corporate design. Such efforts do not normally involve a change in brand values so that the brand itself, its personality and core values remains the same. Unfortunately, very often this fallacy led companies to believe that the visual changes itself will change the brand identity. But changes to signage or logo design do not necessarily change the perception of consumer. Certain characteristics like the indefinable associations with this brand or consumer perception of quality and service are deep-rooted into the brand identity and cannot be changed that easily. As it is important for any brand to maintain a modern look even surface changes of the visual image are positive and the visual identity needs to change over time. But entire change of the image can provoke consumer concerns about changes in brand values or possible ownership. If there is an appealing for consumers strong brand identity then extensive changes may destroy emotional attachments. People are always afraid to notice sudden unjustified changes in the behaviour of other people. Same negative reaction is unavoidable when the accustomed brands which customer prefer exhibit similar sudden changes. Alternatively, if the goal is to significantly improve the standing of the brand, then corporate identity changes can be accompanied by considerable changes to all the related issues like organizational culture or service standards. Normal completion of such changes will improve consumers perception of the company and its services. Consequently the changes will, over the longer term, have a corresponding positive effect on brand image. Brand symbols: logo and company name The role of the logo Confident branding and a well-built branding strategy uses design to communicate a message that appeals to the target audience a message that creates confidence in the brand quality while differentiating it between the competitors. In the branding strategy the importance of the logo as a component in reflecting a brand can hardly be overestimated. If the logo does not to qualify than a new brand strategy and a new logo should be considered. A logo as an important part of brand marketing can say many things about a company. A logo can make the perception of the company either negative or positive. The mission of the logo is to effectively brand the company. Therefore logo can be considered a god one if it is correctly represents the values and goals of the company. Though branding is not come to a simple logo design. The logo is only one piece of the branding strategy. But nevertheless logo is a powerful symbol that can provide consumers with instant brand recognition of the business and the services or products that company offer. Good logo has to arose strong associations with the brand identity and be entirely based on a brand strategy. Without the strategy behind it a logo can put across the wrong message and in return weaken the brand identity. Consistent brand message implemented in well designed logo helps to increase consumer recognition. A logo represents business, illuminates it, is able to promote core values and draw focus from competitors. Being attractive, easy to read and memorable a logo establishes a familiarity among other brands and makes a differentiation. A logo is absolutely essential for both small and large businesses. Any business would be are faceless and forgettable without a logo. A professionally made logo can catch the attention of potential clients and invite their interest in a company. A logo is kind of business special mark. When customers visit a store, use products or even receive official emails, a logo becomes a business personal signature. It informs new customers about targets and values of the company and greets old customers with remembrance. Nowadays in competitive market environment logo plays the main role in differentiation one product from another. A logo helps people positively recognise the business as being professional, credible and authentic. A logo should be well-executed and look great, also it should be truthful in what it communicates and not be exaggerative or deceptive, to show that a business is credible. And most importantly, a logo should represent the brand identity values confidently to invite trust from customers and being authentic. Brand design To describe the visual design elements of a brand experience, such as aÂÂ  graphic logo designÂÂ  and the most significant sides of a brand a term brand design is used. Professional designers can develop a brand design in a way to connect the company with its customers, to create the right image, and communicate the right information about product benefits. The brands effect on buyers preferences and continued loyalty are the keys. (Shimp (2003), p. 136) The main goal of branding is to make product or service emotionally appealing for consumers. Brand design is concerning with designing the consumers familiarity with the brand. Consequently it is important to communicate to the customers anÂÂ  imageÂÂ  of the company, products and services that is value oriented. Then again the brand unique value is constitutes of the level of consumers awareness. With every new experience to the brand, customers repeatedly pick up on the brands benefits and qualities. Logo and name design A logo design is critical for the brand identity as it has a role of a symbol of the product. Without brand identity and consequently logo design it would be almost impossible to sell products or services. The truth is, people normally buy not only the products and services, but they also buy a promise, reputation and identity. All mentioned above qualities the logo design should represent. Any logo design consists of two key elements: the logos text (company name) and the graphic or picture that accompanies it. The look of a companys name conveys meaning and is as significant as picture. Different fonts convey different meanings and emotions to the potential customer and using the right font is vital. However logo design images frequently become the key recognition component of any companys marketing promotions. In order to have right brand positioning and the strength brand a corporate logo or product logo should be well designed. An image should be simple and bold, making it easy to see at a glance and should work well with the company name. A strong, balanced image with no little extras that confuse its look would be appropriate for any company. Additionally it is always important to make sure that logo looks good in black and white, as well as in colour. The logo should not be just nice, but it should communicate certain values which are important for the company. The logo design has to communicate the nature of the business clearly and has graphic imagery that looks appropriate for the business. Corporations are moved in new and different directions by internal and external factors. Thus with the lapse of time logos can lose their meaning. Many famous companies have successfully introduced a new logo or re-positioned existing ones. Different kinds of design The most widely used font-based design focuses primarily on text and typeface but can incorporate other elements as well. The logos of IBM, Microsoft and Sony, for instance, use type treatments with a twist that makes them distinctive. This type is best suited for companies whose name effectively describes what they do and can convey the message without graphical elements. The subtype of a font-based design is usage of monograms and anagrams. The letter(s) represent a symbol of the company and are often used when initials translate graphically better than the actual name. This type is a wholly typographically oriented, usually involving initials or abbreviations. This design type is preferable when communication funds are limited and should be focused on name recognition. Also when the company name is already reasonably distinctive and when the goal is to associate products with the company more clearly and directly than a symbol permits. Using a monogram is possible only if a company is big enough to afford teaching the public what the monogram means. Another well known type consists of a simple but strong graphic symbol, an emblem on a product. The symbol is often abstract, complements an aspect of a business or service and represents a company by association. The logos of Nike or Apple are like this. Also there are plenty of company logo designs that literally illustrate what a company does, such as when a house-painting company uses an illustration of a brush in its logo. This type is worth using when the company name is too long, too generic, doesnt translate well globally, or has no personality. As well as a monogram it can be costly and difficult to create public awareness for the symbol type. Small businesses with limited marketing budgets often use a combination of a symbol with words. Combination can be loose or integral and the elements can be used together or separately. A well designed combined logotype can effectively communicate what a company does as well as reflect the company personality. Since combined logo communicate the idea behind easily, less marketing is required for the logo to be effective. Therefore, combined logos are the most cost effective type of logo design available. Distinctive tag line Solis (2010) describes a tag line as an amusing or memorable phrase designed to catch attention in an advertisement. (Solis (2010), p.247) A tag line normally consists of three to seven words phrase that accompanies the logo. It expresses the companys most important benefits and on the other hand what a company wants to communicate to customers about its work. Despite the effortlessly appearance of some great tag lines, creating and refining one takes a lot of time and hard work, just like designing a great logo. However the benefits of taking the time to craft a great tag line are indisputable. Main quality index of a great tag lines is it stickiness in to the consumers memory. Let us examine the example of Hallmark greeting cards tag line. When you care enough to send the very best, appeals to the human desire to be viewed as having good taste and an enjoyment for luxury. With this tag line Hallmark positioned itself as the choice for quality. Company was founded by J. C. Hall, so the name Hallmark was a natural. Hallmark was an official series of marks, instituted by statute in 1300, and subsequently modified, stamped by the Guild of Goldsmiths at one of its assay offices on gold, silver, or platinum (since 1975) articles to guarantee purity, date of manufacture. (Collins Dictionary)Therefore it was also brilliant from a marketing perspective because the word itself means a mark of authenticity or excellence. The name attaches the image of quality to a product in the best possible way. The tag line makes the most of the image with words that stick in the mind. Creating a fine logo and distinctive tag line are significant for a brand identity as they provide the right image of the company and give it capability to be memorable enough. Therefore these are also critical qualities for the competitive capacity. Change of brand symbols In the dynamic environment of the recent decades the very idea of changing brand symbols name and logo is a prevalent phenomenon in every given area of business. Redesign in most of the cases is caused by the emotional apprehension of top management. The company logo design seems to become obsolete or doesnt have the same advertising appeal that it did a few years ago. Other common reason for redesign can be narrow circumstances, time and/or budget deficit in which logo was created. To conclude, the decision of the company logo redesign is one of the most doubtful decisions any company can make due to enormous risks involved. Changing an established name or logo requires judicious approach to a problems, carefulness and consideration. A correctly executed logo redesign can positively impact the company brand and therefore help to achieve a competitive posture in the market. Even most important corporations sometimes change their brand identity and logo design. When changes in market focus are occurred the need of logo redesign often became inevitable. Because company needs a logo that is more conforming to new circumstances and more appropriate for a new demographics. Logo redesign can help to achieve current business goals. Decision to change logo should be deliberate and scrupulous as it includes numerous issues. First of all there are different levels of changes possible: a makeover (a new design) and a repair. Repair Logo repair is suitable in case the logo just need a little simplification, or perhaps a more technically proficient rendering. This is the least difficult case and the most frequent as the modern technologies require new technical specifications. For example logo design should be easily reproduced on web colours. Also stationery and letterhead design can be unfoundedly expensive to reproduce if the colours are not suitable. In addition too complicated logo with small details also can be problematic. A logo repair involves a re-rendering of the artwork so that a new improved logo become versatile and more adaptable and can be used in a range of a media. Also not the least of the factors logo repair allows for slow integration into the branding material brochures, cards and signs. After the logo has been re-rendered into new editable format, the various design components can be improved, such as colours and fonts. Brand symbols gradual change Paul Temporal (2002) discusses few examples of the companies which are not going to change their logos anytime soon. As they already have spent tremendous sums of money to get their logos into the public eye. For instance it is definitely not the design that makes the Nike logo swoosh impressive, but the recognition factor. This logo was created by Caroline Davidson in 1971 for only $35, yet its still a strong, memorable logo, effective even without colour and easily scalable. It represents the wing of the Greek goddess of victory, Nike and is perfect for a sporting apparel business. However, Nike is still trying to make their image more amusing. The Nike font style has been transformed many times, in an attempt to keep up with changes in taste and design sensibility. The Microsoft Windows logo also went through number of insignificant design changes. Introduced in 1995 the first logo was extremely simple just a graphic representation of a flying window. Afterwards the Windows icon had become much more refined: 3D, glowing and with a new font. It still remained in the same design family as the transformation was not beyond recognition, but became glossy and modern. Apple was the first computer firm which did not use its name as its corporate identity, even the word Macintosh is the name of an apple variety. The idea of selling a computer under the name and image of an apple was conceived by Steve Jobs and his colleagues. Apple computers also developed their Apple icon from a rainbow-striped version to a solid and much classier modern icon in the late nineties. The Apple icon has remained pretty stable over the years, but its treatment has changed on several occasions in order to maintain the logos strength while adapting to the corporations current marketing focus. Makeover Brand symbols makeover is a creation of a new image and new attributes for the brand image. Logos are main symbols of a companys brand identify and are fundamental to consumer recognition. Decision to make a logo redesign has its risks and rewards. According to Aaker a company logo can be maintained for up to 20 years serving as an enduring symbol of a company impact and existence. (Aaker (2004), pp 112-127) However a company can decide to change its logo for several significant reasons which include changing customer and industry trends or changes in the companys business focus and market strategy. Also a merger and acquisition is a frequent reason for logo makeover, as new logo should represent new merged company. The process of changing an already established logo should be approached carefully, it is important to define whether there is a need for a completely new logo or a significant makeover of the already existing logo. The risks involved in changing the current logo include first of all potential losses in brand equity that has been built after lots of hard work and significant financial investment over the years. Also customers brand loyalty can be affected. Current clients used to seeing previous logo in company marketing collaterals like envelopes, business cards and letterheads may not immediately connect with the new logo. Logo makeover is a risky and difficult step which can be performed only once. Since the first time it can be interpreted and justified as an improvement. Any more changes can unfavourably affect the company. The reputation would be affected, and the company would look unsure of its identity, its future and its consumer environment. On the other hand a well executed logo makeover can help a company project a new image as a forward thinking company and achieve new visions of possibilities. The benefits of a logo redesign or significant makeover could include repositioning of the companys brand in the mind of customers and reflection of the company new business focus or direction. While a logo makeover gives the impression of relatively painless process, it includes a total renovation of the brand identity. Though represents a considerable costs, risks and disturbance to the marketing effectiveness. Logo makeover can significantly shape company brand identify and relationship with already existing customers. Despite all the risks and potential expenses a successful logo makeover can bring a great profit to the company. Change of brand identity Brand identity assessment The starting point of any brand identity transformation is careful appraisal and defining target market and unique selling position of the company. Afterwards these findings will facilitate the development of new brand identity. Brand identity include everything from customer perception and experience to quality, brand look and design, to customer care, retail and website, and even the tone and voice of communications. Defining corporate identity is often difficult, and the clues to what factors shape identity vary widely among industries and firms. To be ready for change at any time, managers must be more aware of how key stakeholders, such as employees, customers, investors and the community, view the companys identity. Change, when necessary, should then be structured so that it does not run counter to this perceived view. Effective rebrands are based on a detailed analysis of every activity in the company including objectives, target markets, budget and resources, timeframe, known and unknown parameters, approval structure and stakeholders. Opposition to change in a brand identity is inevitable in most of the cases. Therefore managements task is to identify potential opposition and find ways to neutralize it. It is often useful to start the process of rebranding with discussion involving all the employees of the main idea behind the companys business, what its customers need and what they will need in the future. Sometimes a research can be helpful to determine the potential as well as current situation. When the idea is defined a model that will best represent that idea should be considered. Only after these steps are successfully implemented new visual identity, actual logo and all other new imagery can be created. Lofty aims of rebranding Value of the brand can be hardly overestimated and all the companies are striving to possess this intangible value. Therefore as temporal progress is going further some companies may find it necessary to revise their brand identity in order to have an up-to-date image, to be relevant and appealing to potential and actual consumers and the changing market situation. Lambkin and Muzellec (2006) studied more than 150 rebranding examples and formulate a hypothesis that regardless of reasons it invoke, rebranding aims at appealing, regaining, transferring and/or recreating the corporate brand equity. The aim of rebranding is therefore always a vast improvement of the brand image, though not always reachable. Rebranding can mean a variety of different things, from simple change of the company name to more deep changes of the brand identity policy such as change of logo and colour palette. Rebranding is relevantly easy if the changes are intentionally small to ensure continuity with the past, but also to reposition the company as contemporary. Difficult case is a complete rebranding which means change of the brand image in order to reposition the established brand in the market. Rebranding is always made in attempt of reposition the brand in the market and minds of consumers when brand identity is not anymore appealing, current brand positioning is not valid for the target market anymore, or target market changes. Sometimes companies make rebranding to distance themselves from certain negative connotations of the previous branding. For example if the brand has a controversial image, a repositioning is required to improve the flawed reputation. However the main reason for a rebranding is to communicate a new message for a company. The goal of rebranding is to renovate brand image and differentiate situation for stakeholders and market position. Far from just a change of visual identity, rebranding should be part of an overall brand strategy for a product or service. (Lambkin, Muzellec (2006), p. 2) Brand image is one of the most precious assets, and that value is a culmination of many years investment and commitment. Deep understanding of initial brand values and thorough research are required for the rebranding undertaking because of the huge impact on a company position that rebranding or even change of a logo can invoke. Launch of the new brand identity should be also made in a delicate and systematic manner in order to avoid pushing away old customers, while aiming to attract new one. Establishing trust and emotional bounds based on careful strategy are critical in the rebranding process. Appropriate rebranding strategy, consistent product or service quality, sensible pricing and effective distribution will help to rebuilt brand awareness and create associations in customer memory after rebrand implementation. Rebranding is expensive and involves a quantity of risks. Necessity to explain to loyal customers the reasons of rebranding and its benefits has to be anticipated. This is an expensive and not one hundred per cent successful undertaking. A company normally decide to undertake rebranding with all its cost, efforts and risks only if there are very good reasons for it. Reasons for brand identity change Though rebranding is always an earnest undertaking reasons for it can be sometimes ridiculous or unfounded. A company might want to transfer already existing identity into a new name, identity policy or positioning for a number of reasons, in order to respond to external or internal concerns. The most common reason is attempt to stay modern, signal a change in direction, focus, attitude or strategy, if a company has a feeling that the brand image has become old-fashioned. In a fast-changing environment it can be useful to change because of globalisation, declining profitability or consumer indifference. The other reason is differentiation from competitors and willingness to overcome them. Gaining bad press or bad events experience would normally promote a corporate identity change. Also the launch of new businesses that are significantly different from the traditional one can be a reason. However big companies very often have so-called rebranding cycles in order to stay current with the times or set themselves ahead of the competition. (Temporal (2002), pp 112-117) Companies also utilize rebranding as an effective marketing tool to hide discomposure of the past and to shed negative connotations that could potentially affect profitability. The attraction of new customers Ambition to target a new market is a most common reason for rebranding. A good example of such attempt can be Cadillac which in recent times designed a range of new cars to provide a trendy, youthful look to their brand image.ÂÂ   A lot of companies nowadays want to appear modern and progressive. A practice of changing company logo and name in attempt to attract new customers became one of the most common and widespread in recent decades. The name for a product sometimes doesnt sound good and the logo can be obsolete or inappropriate for the marketing strategy. However logo or brand symbols redesign in order to make company current or fashionable is the worst possible solution. There is always a high risk that change of the logo will alienate customers instead of attracting new one. Recent rebranding of the Pepsi logo which was made in attempt to attract new customers is perfect example of how unsuccessful it can be. Made by Arnell Group the Pepsi rebranding took three year and cost approximately $1 billion. Pepsi wanted to make a complete packaging and marketing rebranding of its soft drinks. The white stripe on the new logo supposed to be smiles, but all the efforts were barren, consumer

Enquiries Concerning Human Understanding by David Hume Essay examples -

The way in which a concept comes to exist in one’s mind is itself a concept worth examining. Many philosophers have looked for the origin of thought in the human mind, and many different reasons for this origin have been put forth. As a philosopher, it is only fitting that Hume would propose his own framework for human thinking. For Hume, perceptions are developed either as the understanding of the outside world, or as recollections of these events or alterations of these memories within the mind ¹. This distinction is important, as it allows Hume to differentiate perceptions as true or false notions. With this, Hume puts forward his concepts of belief and fiction. Belief is defined in perceptions that one, simply put, believes, and fiction encompasses the thoughts that are not believed. These definitions seem redundant when viewed as so, but further examination of Hume’s framework sheds light on the meaning of what he attempts to establish concerning belief. In order to fully understand the difference between belief and fiction, Hume’s definition of thought must first be studied. Hume splits perceptions of the mind into two sections – impressions and ideas – and the distinctions between the two are significant (Hume, 18). For Hume, the most important aspect of perceptions is the force in which one experiences the thought. Impressions are defined as, â€Å"all our more lively perceptions, when we hear, or see, or feel, or love, or hate, or desire, or will† (p. 18). On the other hand, â€Å"the most lively thought is still inferior to the dullest sensation† (p. 17). Here, Hume elaborates on the concept of force in ideas, stating that ideas are simply less forceful than impressions. As he continues, Hume explains that our thoughts of ... ...ntrollable, and while this feeling is hard to define, it is simply known, as â€Å"every man is every moment conscious of the sentiment represented by it† (p. 50). A major distinction to note is that belief is generated through custom. Belief in some perception is guided by the framework built by past experiences which leads you to make judgments about the world. This framework allows you to believe in what you observe, and to reject any ideas that do not make sense in regards to the custom. While Hume may not have been exact in some aspects, the writings provided remain strong, and this allows for an understanding of belief and fiction. Work Cited David Hume, Enquiries Concerning Human Understanding, in Enquiries Concerning Human Understanding and Concerning the Principles of Morals: Third Edition, ed. P.H. Nidditch (London: Oxford University Press, 1975), p. 18.

Friendship and Facebook Essay

Facebook started out as a simple social networking site, and has now grown to be one of the biggest companies in the world. One would typically join the site to be social with others, but it seems like it is almost distancing people from one another. Facebook users tend to have hundreds of friends, but how many of those can actually be considered real friends? The meaning of friendship seems to be forgotten when it comes to Facebook. Facebook is affecting friendship in society today because people use it too much, have too many â€Å"friends†, and do not put as much effort in to their â€Å"real life† friends. The idea of Facebook seems like it would be a great way to maintain social relationships, but because people are using it so much it is actually isolating them more than anything. If Facebook was used in moderation, it would probably bring people a lot closer than it does now. Many of the millions of people that have a Facebook tend to check their page multiple times a day. It has become a new addiction for people, and for some, a very serious addiction. Many people today can spend countless hours accessing the site, even when they are out in public! When out in a social situation, take a look around the room and notice how many people are glued to their phones. It’s absolutely absurd. Before the use of smartphones and Facebook, people actually socialized with one another when they were together. Now it seems like people are letting it take over their lives, and not looking around to see what’s going on right in front of them in the real world. Friends don’t spend as much time together because they are too busy tagging each other, or looking at the other’s comments or pictures. If people used Facebook less, it would have a more positive effect on friendship. Most people in the world do not have hundreds or even thousands of friends, but on Facebook that is the norm. It has almost become like a popularity contest to see how many friends one can acquire. The more people one becomes friends with the harder it is to stay in touch with all of them. By having all of these â€Å"friends†, it seems like people aren’t focusing on what it means to really be a true friend. Junghyun Kim and Jong-Eun Roselyn Lee did a study on the effects of the number of Facebook friends one has: Having too many Facebook friends, on the other hand, will not necessarily increase social support one can receive, for most of the ‘friendships’ may be superficial at best. It takes much time and effort to build and maintain mutual companionship with friends. Given the average number of close offline friends is only nine, it is not surprising that Facebook users maintain close connections with less than 3% of their Facebook friends. It is likely that the larger one’s Facebook network becomes, the less time and effort can be invested in each individual (Kim and Lee). People shouldn’t refer to Facebook friends as â€Å"friends†, because most of the time those people aren’t true friends. A friend is someone who is always there, and is an important person in life that is trustworthy. It seems like people today are more focused on commenting on someone’s post, rather than actually taking the time to spend time with them. People need to take the time to realize who their true friends are, and try to make sure they stay close with them. Facebook actually has a maximum number of friends one can have at a time. Amy Dempsey stated â€Å"Holding on to old friendships via Facebook may prevent us from forming new connections in the real world† (Dempsey). Amy later goes on to quote Oxford University professor Robin Dunbar, â€Å"According to Facebook, the reason for the 5,000-friend cap is that anything beyond that can make it too difficult to maintain an environment where you can stay engaged with your friends in a meaningful way†(Dunbar). It seems like the quality of friendship is diminishing in this society. People do not have the time to keep in touch with hundreds of people and actually have a close relationship with all of them. It shouldn’t matter how many friends one has, the quality of the friendship is much more important. Since people are using this site so much, their important relationships are suffering. Facebook may seem like it is bringing friends closer together, but it is actually just doing the opposite of that. Facebook is becoming detrimental to friendships because people are using it too much, are acquiring too many friends, and therefore are letting it affect their meaningful friendships. Life is so short, and people should take the time to appreciate their true friends who are right in front of them, rather than to try to keep in touch with people that they may barely even know. If Facebook keeps on growing and continuing the way that it is, it does not look too good for meaningful friendships. It really is simple, spend more time with friends and less time on Facebook. Work Cited Dempsey, Amy. Toronto, Star. â€Å"5000: Maximum Number of Friends Allowed on Facebook 1578: Number of Crystal Kapteyn’s Facebook Friends150: Meaningful Friendships Humans Can Handle15: Number if Bestfriends5: Intimate Friends.† Toronto Star (Canada) n.d.: Newspaper Source. Web. 6 December 2012. Junghyun, Kim, and Lee Jong-Eun Roselyn. â€Å"The Facebook Paths To Happiness: Effects of the Number of Facbook Friends and Self-Presentation on Subjective Well-being.† Cyberpyschology, Behavior & Social Networking 14.6 (2011): 359-364. Academic Search Premier. Web. 4 Dec. 2012.

Essential Parts of a Business Letter Essay

Essential Parts of a Business Letter 1. Heading The heading is the return address of the sender. Many companies use letterhead paper which displays their address and the logo; if you do not use letterhead paper, write the sender’s address just below the date. 2. Date Include the date that you have written or sent the letter just below the letterhead, or above the sender’s address if you do not have letterhead paper. 3. Inside Address This is the address that you are sending your letter to; make sure it is written as completely as possible, and includes titles and names if these are known. This is displayed on the left hand margin of the page, and positioned so that it shows through the window in an envelope. 4. Salutation Begin the letter with a formal greeting, beginning with the word â€Å"Dear† and including the recipient’s surname. Always use a title for a business letter, unless you are close friends with the recipient. Using Mr. or Ms. along with a last name is a very professional salutation. 5. Body A business letter is rarely hand written, and depending on the style of letter you choose, paragraphs may be indented. Leave a blank line between paragraphs, as well as between the body of the letter and the salutation. A line should also be left between the body of the letter and the close. Write in professional language, avoiding slang, swearing and colloquialism. Keep a friendly tone, even if you are delivering bad news. It is good practice to use the final paragraph to detail any actions that you require the recipients to undertake. 6. Signature Conclude the letter by writing â€Å"Yours Faithfully† if you have begun the letter with ‘Dear Sir’, and â€Å"Yours Sincerely† if the salutation addresses the recipient by name. Below the space for your signature, write your full name and title. You may wish to include direct contact information, such as a telephone number or email address. Never use a postscript – write everything you need to in the body of the letter. Business Letter Styles and Formats Modified Block Style Modified block business letters use a slightly different format from the full block business letters. In the modified block style the return address, date, and the signature line are slightly to the right of the center of the paper. It is recommended you to tab over to the center of the letter and not use Ctrl-E which would distort the block. Figure [ 1 ]. Modified Block Style Semi-Modified Block Style A semi (modified) block style business letter is justified against the left margin with the exception of including the your return address, the reference line, and your closing, signature, and printed name. These are tabbed about one third to the right of the page. Figure [ 2 ]. Semi-Modified Block Style Simplified Style Simplified Style is a form letter that is almost akin to a form of Full Straight but just without any opening and closing greetings. Usually this letter in the go to people who are currently working in that company. Sometimes this simple Form letter writing is very simple without the need to look at neatness and order. The parts of a letter from a simplified style. Figure [ 3 ]. Simplified Style Indented Style Indented Style is a form of a letter in which the letters in go have a paragraph formation line shaped stairs going down. The shape of this Curve usually have a paragraph so that it doesn’t look clean but looks structured primarily in the shape of a Letter addressed in a line any a formations such as the ladder down. The parts of a letter from a indented style. Figure [ 4 ]. Indented Style Hanging Indentation Style Usually the business letters are written on the letter head of the company. In case you have to write your letter in a white paper, please write your address before you start writing your letter. There are few people who suggest writing the sender’s address just below the date. This is also acceptable. There is not strict rule to suggest what is best for you. Let your sense of business judgment rule. Figure [ 5 ]. Hanging Indentation Style Kinds of Business Letters Letter of Intent A letter of intent spells out in detail the circumstances under which an agreement between the writer and the reader would be made. It is not a contract; it merely states the intent to enter an agreement. Sales Letter Written to persuade the recipient to buy a product or service, sales letters are usually a part of a direct-mail marketing campaign and often are accompanied by packets, brochures, illustrations and/or catalogs. Information Request Letter In an information request letter, the writer requests information and explains why he needs it and/or how it will be used. Information Response Letter An information response letter is written in response to a request. Its purpose is to answer questions or provide requested information. It also may promote the business’s products or services. Customer Claim Response Letter In a customer claim response letter, the writer attempts to rectify the complaint spelled out in the customer’s claim letter. It should regain the recipient’s confidence in the business and promote it. Order Request Letter An order request is a letter in which a purchase is authorized. It lists the items being ordered vertically and typically includes the quantity, order number, description and unit price of each item. ——————————————– [ 1 ]. Read more: Essential Parts of Business Letters | eHow.com http://www.ehow.com/list_6684034_essential-parts-business-letters.html#ixzz2HogzmPZI [ 2 ]. http://www.austinschools.org/campus/small/latest_news/keyboarding/directions/BlockStyleFormat.html [ 3 ]. http://wiki.answers.com/Q/Semi-block_styles_of_business_letter [ 4 ]. http://sendy-frandika.blogspot.com/2012/11/format-and-style-bussiness-letter.html [ 5 ]. http://sendy-frandika.blogspot.com/2012/11/format-and-style-bussiness-letter.html [ 6 ]. http://sendy-frandika.blogspot.com/2012/11/format-and-style-bussiness-letter.html [ 7 ]. : Kinds of Business Letters | eHow.com http://www.ehow.com/facts_5101793_kinds-business-letters.html#ixzz2Hooy1G00

Tourism in Rotorua, New Zealand

I have chosen Rotorua because I think it is a very interesting and important place to New Zealand as a tourist destination and has many distinctive characteristics which include physical characteristics, beliefs, attitudes and what to do in Rotorua. These characteristics are represented in my initial thoughts which are geothermal activity, culture and attractions. I am Rotorua and I am one of New Zealand’s prime tourist destinations. I have many highlights that encourage tourists to come and visit me as a destination. Whether seeking to experience Maori culture, geothermal earth forces, spa rejuvenation, thrills and adventure, or any of the other natural assets such as 16 lakes, some of the world's best mountain biking trails, fantastic trout fishing and myriad forest walking tracks† (Kia Ora welcome to Rotorua, home of the world's highest rafted waterfall, n. d. ). I deliver it all! All of these fun filled and relaxing activities make me a unique destination. I represen t authenticity, energy, fun, culture and learning opportunities. I am home to natural energetic geothermal activity and this is my primary attraction. I have a distinctive smell of sulphur that lets my tourists know they have entered my exquisite boundaries. My key geothermal areas include spectacular geysers, remarkable mud pools and calming thermal pools that have attracted visitors to my region since the 1800’s (Houghton & Scott, 2000). You can experience my relaxing Wai Ora Spa which is the only mud bath complex with therapeutic water and geothermal mud in New Zealand. I have a striking natural landscape that attracts visitors, and it never disappoints. I have a lot of evidence that supports me being a vigorous volcanic region including hissing steam that comes from my roadside vents (Houghton & Scott, 2000). At my many thermal parks I have silica terraces and fumaroles that display striking colours such as red, pink, orange and green (Houghton & Scott, 2000). Some of my breath-taking thermal parks include Te Puia, Wai-o-tapu and Waimangu. Te Puia is known for the famous stunning Pohutu Geyser which erupts up to 20 times a day and reaches heights of over 30m. (Te Whakarewarewa Thermal Valley , n. . ). Wai-o-tapu is a distinctive volcanic area which has a natural bush setting. At Wai-o-tapu the Lady Knox geyser erupts at 10. 15am everyday with heights that reach up to 20metres (Lady Knox Geyser, 2010). The dynamic Waimangu Volcanic Valley has the world’s largest hot water spring and also has the inferno crater which has magical geyser action (Waimangu Volcanic Valley, n. d. ). Many of my tourists that visit Waimangu enjoy walk ing through the peaceful forest passing by mud pools, hot streams and looking down into geothermal craters. My geothermal activity is very important to my destination as it offers authenticity. I am also the homeland of the unique Maori culture that encompasses warmth, spirit and history. â€Å"As wealth and education attainment increase, culture becomes more important as a destination driver† (Yeoman, 2008). This is very important to me as culture is offers a lot to my destination. I comprise many wholesome opportunities to come face to face with Maori culture found in energizing performances and displays and by meeting my people from the Te Arawa tribe. The Te Arawa tribe has now lived on my land for over 600 years. Magical tribal stories relate to their settlement and the developments of their tribe. These are woven into poi, song and haka which are featured in cultural performances. The Te Arawa tribe have guided my visitors as far back as the 19th century when people used to come and visit the historic and unique pink and white terraces at Lake Rotomahana. These were known as the eighth wonder of the world because of the beauty of the natural sinter formations. The pink and white terraces were destroyed in the Mount Tarawera eruption in 1886 that killed 150 people (Mount Tarawera Explodes, 2009). Since the 1930’s the site has been excavated and now thousands of my tourists come and visit my momentous buried village. There are also many night time activities I offer to my tourists that can further their understanding and knowledge of Maori culture. Some of these include the welcoming Matariki, gracious Tamaki Tours and the impressive Te Puia. I also have a thriving arts and craft cultural community. Traditional Maori carving and weaving can be found throughout my gardens and public and private buildings. I also have a community of artists, craftspeople, performers and musicians. My major annual festival and art events include Opera in the Pa, Te Ihi Te Wehi that is a performing arts festival and the Magna Short Film Festivals that include drama and film exhibitions. (What’s On, 2006) These are just many of the breathtaking cultural experiences I can offer tourists as a destination. A key trend in my destination is the development and presentation of the Maori culture and its relevance to my country as a whole. The cultural capital of a destination is how consumers talk about a place (Yeoman, 2008). This is why many people are now coming to my destination as they want to extend their knowledge on Maori culture as it is very important and authentic to New Zealand as a country. My secondary attraction’s includes many fun filled activities. I offer a large range that suits many people from all over the world who seek different experiences. My largest secondary attraction is the Agrodome. It is a world famous and world-class agricultural theme park. Here you can take part in a number of activities such as the sheep show, aqua jetting, farm tours, the swoop, zorb, and various other activities. The sheep show attracts a large number of Asian tourists who enjoy a memorable authentic experience learning about farms and New Zealand history (Agroadventures, 2006). The zorb, swoop and aqua jet attracts those wanting thrill seeking experiences. This is key trend and it emphasizes how diverse my destination is by providing many different opportunities to partake in many unique experiences in one destination. Another one of my very popular attractions is the enjoyable skyline skyrides situated on Mt Ngongotaha. Here you can take in my magnificent views while enjoying a ride on a gondola, go on the luge, try the skyswing or simply dine at the Cableway Restaurant. Skyline skyrides is an amazing attraction that everybody enjoys and it showcases the beauty of my natural landscape. This is a key trend as my natural landscape and its beauty and uniqueness are present throughout my destination. For those who love the outdoors and nature I have two very popular wildlife parks, Paradise Valley Springs and Rainbow Springs Wildlife Park. At Paradise Valley Springs you can relax and take in the fresh air as you stroll through the park. I have various animals that my visitors can get close to including lions, deer, angora goats, donkeys and emus (Welcome to paradise, n. d). Also here at Paradise Valley Springs I have a freshwater spring called Te Waireks, also known as sweet water. You can drink this pure water straight and it is very cleansing. As a destination I believe I am very interesting, diverse and unique and have many characteristics that are appealing. These include both physical and cultural characteristics that offer a wide range of variety that suits everybody. I believe that I don’t disappoint and everybody should come and visit me. I am a very captivating destination that offers authenticity and beauty, while providing many different cultural and learning opportunities to my trusty visitors. I have chosen the logo, â€Å"Rotorua, I offer it all!!! †Ã¢â‚¬ . I have chosen this slogan because I think it is important to tourism branding as it shows how diverse Rotorua is and how many different experiences it offers.