Spondylolysis Spondylolisthesis In Athletes Health And Social Care Essay

Spondylolysis is the loss of the structural unity of the vertebral pars interarticularis, whereas spondylolisthesis is associated with a bilateral spondylolysis and describes a comparative anterior interlingual rendition of one vertebral section relation to the following caudal section ( Herman et al. , 2003 ) . This essay will reexamine literature associating to the diagnosing and direction of spondylolysis and spondylolisthesis in jocks. To farther understand the diagnosing and direction of these conditions, the prevalence and cause of oncoming will be covered alongside the clinical presentation and imagination, and conservative and surgical direction.PrevalenceThe largest CT survey of the prevalence of lumbar spondylolysis in the grownup population was conducted by Brooks et Al. ( 2010 ) . The 2555 topics, holding been referred for a CT scan including the lumbar spinal column, were indiscriminately selected. The inclusion standard was topics aged over 20 old ages and the ground fo r referral non being low back hurting. The consequences highlighted 8 % of instances of lumbar spondylolysis. There was a ratio of 1.5:1 male to female and no important differences between the ages. The survey, although big, was non ideal. The CT scans were originally taken for different grounds for referral and hence assorted axial piece thicknesses were used and some with and without contrast agents. They were besides interpreted by three different radiographers for this survey. Therefore the survey, although randomised, was non standardised. Rossi and Dragoni ( 2001 ) conducted a big retrospective survey including both genders between ages 15 and 27, referred with back hurting impacting their athletics, to find the incidence of the pars defects, utilizing skiagraphy, in diagnostic elite jocks. Plain radiogram showed that 13.9 % had spondylolysis, with a male to female ratio of 4.5:1, and 81 % of lesions were at L5. These figures are higher than consequences by Micheli and Wood ( 1995 ) , where 100 topics aged 21 old ages and over and 100 topics aged 12 to 18 old ages, who presented with low back hurting, were retrospectively indiscriminately selected. They found 5 % of the grownup population, over 21 old ages, had spondylolysis. This figure along with the consequences from the Rossi and Dragoni ( 2001 ) survey are both much lower than the age group in the Micheli and Wood ( 1995 ) survey where 47 % were diagnosed with spondylolysis. The size of the survey was acceptable but it was a retrospective survey utilizing differe nt imagination, including field radiogram, bone scanning, MRI and individual photon emanation computed imaging ( SPECT ) to diagnos spondylolysis, so was non standardised. Gregg et Al. ( 2009 ) conducted a retrospective survey to place variables including age, gender, injured periodm athletics engagement, oncoming of symptoms and the individual leg hyperextension trial, associated with active spondylolysis. 82 patients who were referred for SPECT with low back hurting were included, 31 % of them had active spondylolysis. The consequences showed that age and gender have a important association with spondylolysis, bespeaking that a male who is less than 20 old ages of age is 3.5 times more likely to hold a positive bone scan. There was no item in the survey as to who assessed the individual leg hyperextension trial or interpreted the SPECT so is non known if the assessors were blinded. The variables were non specific and lacked item, like degree of sport engagement doing it hard to separate between school physical and elect sports. This could be why the survey found no relation between spondylolysis and athletics. The writers suggest that male childs are more susceptible to pars defects as, during adolescence, they have a reduced degree of lumbar spinal column bone mineral denseness in the cortical bone, which is the chief constituent of the pars interarticularis. Besides there were more males take parting in higher speed athleticss with torsional burden, like cricket, than females ( 70-40 % ) . Rossi and Dragoni ( 2001 ) found that the athleticss with the highest figure of spondylolysis or spondylolisthesis were plunging ( 40 % ) , wrestling, weight lifting, path and field, sailing, gymnastic exercises and football ( 16 % ) . These surveies demonstrate that the highest prevalence of spondylolysis and spondylolisthesis are in adolescent jocks, particularly male.Clinical PresentationActivity related back hurting has been related to diagnostic spondylolysis or spondylolisthesis in jocks ( Rossi and Dragoni, 2001 ) . El Rassi et Al. ( 2005 ) reported that 40 % of the 57 pediatric association football participants with spondylolysis remembered maximal speed kicking to be a trigger of the back hurting. In jocks low back hurting is the chief symptom, but may radiate into the leg. This can be straight associated with the spondylolysis where an extraosseous hematoma and hydrops occur at the site of the early break, which can compact the traversing nervus root and cause radiculopathy ( Sairyo et al. , 2009 ) . Patients with advanced spondylolisthesis may show with an antalgic pace with a vertically orientated sacrum and perchance a seeable step-off at the lumbosacral junction ( Herman et al. , 2003 ) . Hyperextension of the lumbar spinal column may do hurting ( Hu et al. , 2008 ) . The diagnostic one legged hyperextension trial was studied by Masci et Al. ( 2006 ) . Masci et Al. ( 2006 ) suggested the trial is non sensitive due to the subjective nature and besides because the motion can set emphasis on constructions other than the pars interarticularis, such as the aspect articulations and posterior phonograph record. It is hence priceless in clinical pattern.ImaginationImaging is indispensable to do a true diagnosing of a spondylolysis or spondylolisthesis ( Rossi and Dragoni, 2001 ) and to find the phase of the lesion, from active and acute to chronic and inactive, to be able to urge suited direction ( Brooks et al. , 2010 ) . The survey antecedently mentioned by Rossi and Dragoni ( 2001 ) concluded with a recommendation to execute radiological scrutinies in diagnostic jocks considered high hazard of spondylolysis. This was a surprising decision as although the survey confirmed a high incidence of spondylolysis, they had stated earlier in the paper that the value would most likely addition with add-on of different imaging modes and this survey had no comparing group to be able to do this recommendation. In the big survey mentioned antecedently by Brooks et Al. ( 2010 ) utilizing computed imaging ( CT ) imagination in the grownup population, it was hard to find whether CT scans are the best imagination for spondylolysis due to a deficiency of a comparative group to find whether all defects present were really diagnosed. Gregory et Al. ( 2004 ) assessed the value of uniting SPECT, which assesses metabolic activity of the bone, with rearward gauntry computerised imaging ( rg-CT ) , supplying morphological information, to look into spondylolysis. Patients who presented with low back hurting related to activity and hurting on lumbar extension were investigated by planar bone scintigraphy and SPECT. Reverse gauntry CT scans were so performed in all those with a positive SPECT. One of the writers viewed the images which may do some prejudice, and reported the rg-CT without blinding to the consequence of the SPECT. There were countries of increased scintigraphic activity on SPECT in 67.8 % and spondylolysis was confirmed on rg-CT in 44.9 % . They concluded that SPECT should be the first line probe for spondylolysis. Reverse gauntry CT identified chronic lesions which did non hold scintigraphic activity, but the writers suggest that magnetic resonance imagination ( MRI ) would be a better follow up probe as it has more possible to name pathologies other than spondylolysis. MRI, SPECT and CT consequences of 72 persons of a average age of 16 old ages, with extension back hurting were studied by Campbell et Al. ( 2005 ) . Each patient was screened with CT, SPECT and MRI on the same twenty-four hours. The writers assessed each image mode, but were blinded to the consequences of the other image modes. Pars defects were detected in 23 patients with a sum of 40 defects. When comparing combined CT and SPECT with MRI, the latter right graded 29 of the 40 defects. MRI was able to observe acute complete defects and chronic established defects, but limited in naming stress reaction and uncomplete defects. They conclude that MRI can be used as the first line scrutiny for striplings with back hurting and CT to be used in patients with acute defects or stress reaction, even though it failed to place a figure of patients diagnosed with stress reaction. Conflicting decisions recommend SPECT and CT for naming spondylolysis, where MRI detected 80 % of the lesions found on SPECT, with CT holding the same consequence ( Masci et al. , 2006 ) . From these surveies, either SPECT or MRI is suggested to be the first line of imagination for spondylolysis and spondylolysthesis, with a possible follow up with CT for acute defects or stress reaction. SPECT is highly sensitive for early diagnosing of acute spondylolysis, but non good for chronic lesions. CT is non really good at separating between active and inactive lesions, but utile to observe spondylolytic defects, nevertheless has high radiation. MRI has no ionising radiation and can separate between stress reaction, active and inactive spondylolysis ( Campbell et al. , 2005 ) . Therefore subjective information about the continuance of the status may be utile to make up one's mind which mode would be suited as it is indispensable that early phase emphasis breaks are indentified fleetly so as to pull off to optimize the long term result Masci et al. , 2006 ) .Conservative ManagementThe purpose of direction is to accomplish a bony or hempen brotherhood of the pars interarticular is to assist extinguish motion across the pars defect ( Debnath et al. , 2009 ) . A survey by Iwamoto et Al. ( 2004 ) reviewed 104 athletic topics with low back hurting and diagnosed spondylolysis. The topics were managed with discontinuance of the exacerbating athleticss and application of an antilordotic brace. Individual preparation was initiated harmonizing to each sporting activity, but developing type was non indicated. They reported on the 40 topics that had to halt athletics due to trouble and reported that 35 ( 87.5 % ) returned to their original athletics in an norm of 5.4 months ( and every bit early as 1 month ) and could go on activities despite non brotherhood of the pars defect. It does non advert the other 64 topics who were ab initio included in the survey and it was non clear how the topics were followed up. Similar direction is reported in the article by Sairyo et Al. ( 2009 ) , mentioned antecedently. After halting athletics and utilizing a brace symptoms had disappeared and MRI consequences after 3-6 months showed normal signal strength in all seven topics who had spondylolytic radiculopathy. El Rassi et Al. ( 2005 ) conducted a retrospective survey of 57 kids, average age of 13 old ages, with spondylolysis, diagnosed with radiogram and, if questionable pars defect, SPECT. The inclusion was extended association football engagement, radiographic grounds and two twelvemonth follow up. The imagination were evaluated by the same writer which could take to bias. The intervention was an antilordotic thoracolumbosacral brace worn full clip for three months and surcease of athleticss activities for at least three months. When the patient became symptomless a rehabilitation programme was initiated, including abdominal strengthening, hamstring stretching and pelvic joust exercisings. There was an issue with conformity, likely due to the age of the topics. Out of the 57 topics, 33 had first-class consequences and returned to their original degree of athletics and 20 had good consequences ( minimum hurting with vigorous athletics ) . All 27 patients in the compliant group had first-c lass consequences. Patients who stopped athletics had the best consequences. Radiographic healing was shown in 18 of the 57 but there was no statistical difference between those who stopped athletics and those who continued. Of the 32 who stopped athletics, all returned to the same degree of drama. Of the 25 topics who did non halt athletics, 18 returned to play, but merely 2 at the same degree. A good randomised controlled prospective clinical test by O & A ; acirc ; ˆâ„ ¢Sullivan et Al. ( 1997 ) studied specific bracing exercisings in patients with spondylolysis and spondylolisthesis. This is one of the few surveies in this country to hold a control group and a blinded research worker. Those recruited had low back hurting for longer than three months and spondylolysis or spondylolysthesis, diagnosed with radiogram or CT. Measurements of hurting, map, lumbar spinal column and hip scope of motion and abdominal enlisting forms were taken. Patients had to finish a conformity signifier. The specific exercising group had a standardised protocol following specific guidelines on deep abdominal and multifidus preparation. They progressed to functional keeping places and walking. The control group was non specific at all. They were educated by changing practicians with general exercising, such as swimming, walking, gym work and supervised exercising programmes, but no informa tion about the exercisings advised was given. Some patients in the control group besides received massage, heat and ultrasound intervention. Following 10 hebdomads of intercession, they had postal follow up at 3, 6 and 30 months. The consequences showed a lessening in hurting strength and hurting form tonss and decrease in functional disablement degrees in the specific exercising group. The control group had no important difference. The 30 month follow up found the decrease in hurting was maintained. This survey is utile with instances of spondylolysis and spondylolysthesis one time the symptoms have been there for three months. It would be interesting to compare the specific exercising group with brace in the acute conditions. The retrospective survey by Seitsalo ( 1990 ) compared conservative and surgical direction of spondylolisthesis. The operative group included 77 patients who had undergone merger, utilizing posterior or posterolateral attack, followed by the usage of a girdle for four months. The conservative group had remainder, limitation of activities and bracing exercisings for the spinal and abdominal musculuss. At follow up, 25 % of the conservative group and 13 % of the operative group had occasional mild hurting. Sport was enjoyed by 43 % of the conservative group and 57 % of the operative group, although it does non stipulate what the degree of athletics was. From these surveies, the recommendation for conservative direction would be specific bracing exercisings and surcease of athletics until symptom free. The biggest job with this direction in this patient group is conformity.Surgical ManagementSurgical intervention is normally reserved for jocks with diagnostic spondylolysis or spondylolisthesis who have failed conservative intervention of at least six months or for skeletally immature patients with a faux pas of 50 % or more ( Radcliff et al. , 2009 ) . A survey including 22 immature jocks, average age 20 old ages, was conducted to measure the result and return to feature after surgical fix of spondylolysis ( Debnath et al. , 2003 ) . Bucks merger uses a prison guard to mend the pars defect and was used in 19 of the patients. The follow up used spinal stabilization exercisings started at six hebdomads and a cardiovascular programme at 12 hebdomads. The Scott technique involves puting a wire around the transverse procedure bilaterally and was used in 3 patients. A lumbosacral girdle was worn following this process and an exercising programme commenced at 12 hebdomads. It does non province why each method was used although subsequently in the survey it mentions that the two groups were dissimilar in the degree of the defect. The result demonstrated 94 % of the Bucks fix group returned to active athletics ( professional football, cricket, professional golf and hockey ) within seven months of surgery and none of the Scott technique grou p were able to return to feature. Meaningful decisions were unable to be made though due to the little sample size and the two groups being excessively dissimilar in the degree of the defect. Nozawa et Al. ( 2003 ) assessed the result of 20 jocks treated surgically with segmental wire arrested development, which was similar to the Scott technique. At a average period of 3.5 old ages follow up, cadaverous merger was achieved in all instances and all of the patients returned to feature, but at varying degrees. Diagnostic spondylolysis and spondylolisthesis, which surveies demonstrate are more prevailing in the kid and stripling, can be a traumatic diagnosing for an jock ( Brooks et al. , 2010 ) . It is indispensable that the status is diagnosed fleetly with a thorough scrutiny, and referral for SPECT, CT or MRI is indispensable. Conservative direction is ever the first line of intervention, affecting surcease of athletics and specific stabilising exercisings. If the jock does non react to this intervention after six months, surgical direction should be undertaken ( Radcliff et al. , 2009 ) . In both cases it is likely that the jock would be able to return to feature albeit at varying degrees but it is still possible that they can go on at the same degree they participated in anterior to the status. A batch of the surveies were retrospective, non randomised and had no control. Better prospective, randomised, controlled surveies need to be undertaken. Future research would be utile in countr ies of bar and result. Prospective surveies affecting immature athletic groups with bing specific stabilization programmes would be valuable to see if these conditions could be avoided.

Continuing Academic Success Essay

It is a big step for someone who has been out of school for so long, to have the courage to begin the journey of higher education. Personally, it took me several years of contemplating if going back to school was the right move for me. I postponed it until I realized this was the only way I could provide my family with the life I’ve always dreamed of. I’ve came to realize that even though this will be a very challenging 4 years of my life, I will persevere as long as I keep my eyes on the price and stay motivated. There are many components to ensure success in my educational and career endeavors; such as, personal responsibility, use of the resources provided by the University, and have self-awareness. I’m sure to succeed as long as I apply myself and take advantage of the resources that are designed to assist in my academic life, subsequently into my professional life. It takes personal responsibility to succeed in any aspect of your life but it’s especia lly so in your educational path. It is up to you, to abide by the school rules and to complete the course work with integrity. You have to hold yourself accountable for your actions and thrive to be a better person. This is especially true in the online school environment as there’s no set time for class, it is up to the student to make time for class work as well as setting up study time. Time-management is an essential tool which will help make a student’s school experience a productive one because you will have time to digest the information being provided to you instead of rushing to get the work done just for the sake of getting it done. Making a schedule and abiding to it is your personal choice and if you want to succeed, you will have to master the skill of time-management and ask for your support systems help when needed. To succeed in school you need to have academic integrity. Academic integrity has a big influence in your academic success  as plagiarism has drastic consequences and can result in expulsion. Academic integrity shows your knowledge of the topic at hand, which is the goal in higher education. To understand some complex topics you might need more time and you need to schedule study time accordingly. Having strong personal responsibility is part of your everyday life as a student and it’s vital to academic success. Setting goals is a good way to stay motivated and work for a specific result within a certain amount of time. Having goals will help you map out the path you will be taking and the steps on how to get there. For effective goal setting, think of the things and/or experiences you want to have by a specific year or age. â€Å"Goal setting requires assessment and problem-solving skills as well as application and organization.† (Rader, 2005). As stated by Rader, goal-setting requires a lot of different skills and it is important to master them to achieve success in life. What has held me from returning was the college-level writing and the huge amount of research I will have to do. By the time I earn my Bachelor’s Degree, I want to be comfortable with the writing process and have confidence in my researching skills. This is one of the reasons I went bac k to school, for ones and for all get rid of the anxiety and fear of writing college-level papers. Setting goals in all aspects of your life will assist in keeping you accountable of your own actions. For example, once I’ve earned my degree I want to work for a hotel, in a large hotel chain, where I could be a part of the management team, preferably in the customer relations, customer service, or event planning departments. Another key tool for academic success is self-awareness. Periodically is it beneficial to do some self-exploration and get in touch with your basic ethical values. In essence every decision we make is made from a set of ethics we follow. A set of strong ethics is valuable in both your personal and professional life. I live by a set codes that keep me honest, fair and accountable of my own actions. Having a strong set of ethics prepares you with the tools you need to be a critical thinker and make proper decisions. Being aware of how you learn best is important as you want to use your time effectively and use platforms in which you know you will retain the information better. It is important to be able to reflect on our life and find ways of fixing what i s not working effective. Learning is not just academic but also personal. Critical thinking is one of the main objectives in higher education. A critical thinker analyzes all  options and makes an argument based on facts. To be a critical thinker you have to be able to look at different points of view openly and explore them as possibilities. You also have to able to think logically and analyze the information and find evidence to back it up. When all information is collected and analyzed, a critical thinker could create an argument with confidence. To become a better critical thinker I will work on mastering Benjamin Bloom’s taxonomy of learning which states that for maximize learning we need to master this 6 levels of thinking: knowledge, comprehension, application, analysis, synthesis, and evaluation. When I’m studying and going through course work I will keep this 3 levels in mind and will practice each level. The goal is to think all the way to level 6 which is creating an idea from the information learned. Mastering critical thinking will make the writing process easier and less chaotic. â€Å"The writing process is how you show your understanding of the course information and form your own opinion and are able to find supporting research for your ideas†(Kellogg, 2007). Personally the writing process is very intimidating and has stopped me for reaching my full potentials. Doing research here will give me a piece of mind that the information found here is factual and correct. Research papers will be a bit easier. Writing is the preferred communication by educational institution and the professional world. It is important when writing to be aware of grammar mistakes and also plagiarism. Being able to write a cohesive paper or extended text will take you further and is necessary for your academic success. University of Phoenix wants their students to success and has made available amazing resources to ensure that students are well equipped with the tools that will help them move forward towards their goals. The University Library will be the most useful tool for when doing research. Doing research here will give me a piece of mind that the information found is factual and correct. Research papers will be a bit easier to write. The Center of Writing Exc ellence has everything you need to be able to perfect your writing skills which will make the writing process simpler. The Life Resource Center is helpful when you have personal issues you need to work on from time-management to career and life coaching.When I need to focus on my future after school I could rely on the Phoenix Career Service where I could research job markets and also set up a career plan. Taking advantage of these all the resources the University has  to offer will ensure I don’t feel alone in this journey. It takes your full commitment to achieve continuing academic success. It’s a challenging adventure but a well worth one. The benefits of being able to become a life learner will open up your mind and it will provide a sense of drive. We are in charge of our own future and it important to try to achieve excellence. No one is responsible for my well-being but I, and I will do everything possible to succeed. References Lasley, T. (2010). Bloom’s taxonomy. In T. Hunt, J. Carper, T. Lasley, & C. Raisch (Eds.), Encyclopedia of educational reform and dissent. (pp. 107-110). Thousand Oaks, CA: SAGE Publications, Inc. doi: http://dx.doi.org.ezproxy.apollolibrary.com/10.4135/9781412957403.n5 Rader, L. A. (2005). Goal Setting for Students and Teachers: Six steps to success. Retrieved from http://search.proquest.com/docview/196863407?accuntid=458 References Kellogg, R. T., & Raulerson, Bascom A., I.,II. (2007). Improving the writing skills of college students. Psychonomic Bulletin & Review (Pre-2011), 14(2), 237-42. Retrieved from http://search.proquest.com/docview/204931203?accountid=458 Lasley, T. (2010). Bloom’s taxonomy. In T. Hunt, J. Carper, T. Lasley, & C. Raisch (Eds.), Encyclopedia of educational reform and dissent. (pp. 107-110). Thousand Oaks, CA: SAGE Publications, Inc. doi: http://dx.doi.org.ezproxy.apollolibrary.com/10.4135/9781412957403.n5 Rader, L. A. (2005). Goal Setting for Students and Teachers: Six steps to success. Retrieved from http://search.proquest.com/docview/196863407?accuntid=458

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Geography Question-Answer Format - Essay Example The Stone Age advanced to be more diverse and altered by progressive use of the tool. Besides, there is certainly a lot of evidence for the use of wood throughout the Paleolithic Age. Wood was used for making ladders, lighting fire, as a pigment (charcoal), drying wood and as digging sticks. One of the distinguishing features of the Paleolithic age was building of shelters and use of clothing which made habitation in unfriendly environment much easier. This became a permanent feature of man during this period. Secondly, one of the features that distinguished the early society that distinguished human from the other surviving non-human primates was their ostensibly omnivorous diet. Furthermore, humans had advanced communication skills by a way of coherent speech. Through communication and usage of words as symbols, hominids cold organize themselves into a culture with an identity. At the early stages of settlement, human beings discovered fire and its usage. Moreover, the early societ y diffused seeds and nuts onto the vegetation for plantation activities. Interestingly, through hunting and gathering activities, human’s occupation had a dramatic effect on the animal population causing migration and even extinction of some great mammalian species. It can be argued that the low population densities of the hunters, gatherers and scavenger human groups were attributed to the introduction of pastoralism and agriculture (Goudie). The second phase is plant cultivation, animal keeping and metal working. Historically, humans began to domesticate animals and to gather food  plants rather than just hunt animals. Although it is now recognized that some hunters and gathers had significant leisure, there is no doubt that through the controlled breeding of animals and plants humans were able to develop a more expandable and a reliable source of food; thereby, creating a solid and secure basis for cultural advancement. It opened doors fro

The Impact of Mobile Banking on the Finance Profession in Banking Article

The Impact of Mobile Banking on the Finance Profession in Banking Environment - Article Example   However, there is also a group of stakeholders, including the staff that is concerned about the negative consequences of mobile banking. The crucial question is then how the finance work in the banking environment would be affected. The trending developments regarding mobile banking are well documented. According to SWIFT (2005), mobile banking is still considered as one of the pertinent topics in the finance industry, as well as for banking institutions. This has been exacerbated by the growing ubiquity of mobile phones across the global population. In a population of about 7 billion people, as many as 5 billion people will be in the possession of mobile phones. At the same time, out of all that population, only 2 billion people will be holding the bank accounts. Consumers are now increasingly using their mobile phones in making payments and bank their money. Mobile banking is described as a growing business, with users expected to increase to about 900 million while the transac tion value is expected to exceed 1 trillion dollars by 2015. Finance staff would also have to reap from the benefits that accompany the mobile banking operation. It is agreeable that mobile transfer is cheaper than teller transfer by about fifty times and ATM transfer by about ten times. Mobile banking comes with a lot of flexibility, both to customers and the firm itself. For instance, the service makes it easy for the bank to combine and sell other services and products that are offered in the bank, such as credit cards and loans, with relative ease. Mobile banking is the best way of realizing drastic growth because it is one way for banking institutions to remain competitive (Delloitte 2010). In the most obvious way, the finance staff would is some of the stakeholders to gain when the banks gain. Tiwari, Buse, and Hersatt (2006) acknowledge that increased competition as a result of technological development and globalization has exposed banks to a challenging environment. Mobile banking innovation creates the allowance for the banks to retain their place by introducing the innovative services that are aimed at retaining the customers, as well as increase the revenues. However, the business is still immature, considering that only a few initiatives have succeeded in attracting a significant base of users. In other words, the service is still marred with a lot of uncertainties.  Ã‚  

Ethics in Practice - Case Study Example | Topics and Well Written Essays - 2000 words

Ethics in Practice - - Case Study Example All expect one of the photos were accessible to other but only to a few friends. The paper is an attempt to get into the shoes of that reporter and help solve the ethical dilemma. The point, which is important here to note is that by not allowing that article to the published, one, would be upholding the principles of â€Å"liberty† and â€Å"freedom†. Analysis has indicated only a handful of prominent philosophers in the Western world that have not gone on to mention â€Å"liberty† as a value or virtue. Whether it is Karl Marx or John Stuart Mill, John Rawls or Kant, Nietzsche or Aristotle, they all believe that liberty and freedom is what makes the integral part of the human essence. In the absence of freedom and liberty, humans are very much similar to other animals. In fact, John Rawls, one of greatest philosophers of the 21st century has gone to elaborate the concept of liberty and its limits in a great manner, which says, â€Å"Liberty can only be restricted for liberty itself† (Corey, Corey & Callanan, pp. 64-67, 2010). Quite understandably, by posting those photos in the newspaper, Jane would be restricting the freedom of t hose teachers since those photos were not for the entire world but for a handful of friends. The only rational behind restricting the freedom of those teachers would be if their freedom had limiting someone else’s liberty of information, informed consent or others (Livingstone, pp. 85-89, 2009). However, this is not the case here. Their â€Å"lewd† photos are a matter of their personal life and not their public lives and whatever they do, after they are done teaching, should not be of any concern to others. Everyone has a right to live his or her private or personal lives with minimum interference from the outside (Gilliland, Steiner & Skarlicki, pp. 36-37, 2007). This article would be worth publishing and in fact, it would have become imperative to publish the articles if these photos

Internet Filtration Software Essay Example | Topics and Well Written Essays - 750 words

Internet Filtration Software - Essay Example It was basically designed against the online porn companies, it also counteract the tactics of aggressive website. There are many internet software choices available; I choose two which I think are best and the most popular. The overall rating is full and it is one of the oldest and the trusted filtering software in the market. It has a ContentWatch pooled Dynamic Contextual Analysis, remote administration, an innovative, user-friendly interface. The filtration capability is not as good as Net Nanny but it is also trusted by many people worldwide. It gives the facility to check your computer usage from any other computer. That's why it's easier. It also controls the personal information from going out unlike Net Nanny, it monitors chats, pop-up blocking and also shows history reports. It can also work with every browser and windows version plus Mac3. CIPA stands for Children'sInternetProtectionAct; it is especially designed for the safeguard of children against obnoxious or unsafe material on theInternet. CIPA amendments direct schools and libraries to have Internet safety and a technology-based method of blocking access to anything which is harmful for the child4. AUP (acceptable usage policy) are rules applied by websites owner, but there are million of websites which do not follow these like wikipedia or all sorts of blogs. So in that case COPPA jumps in and make it all these things work as it can control these websites. Our school has many things under control like messengers, wikipedia, and every porn website. Even though COPPA is for under 13 it applied to us aswell. Question 5: COPPA: The Children's Online Privacy Protection Act (COPPA) is a law created to protect theprivacyof children under 135. COPPA have much tighter rules and laws as compare to that of CIPA as COPPA also controls the excessive use of wikipedia and blogs. REFERENCES - COPPA. 2008. CRM sources. Retrieved on 13th November 2008. http://searchcrm.techtarget.com/sDefinition/0,,sid11_gci1262738,00.html - Guide to Effective Searching of the Internet. May 1998. Search Tutorial. Retrieved on 13th November 2008. http://www.psychologia.uj.edu.pl/wolski/Metodologia/Teksty/Isrch.PDF - Net Nanny Parental Control 5.6. 2008.Top Reviews. Retrieved on 13th November 2008. http://internet-filter-review.toptenreviews.com/netnanny-review.html - Safe Eyes. 2008. Top Reviews. Retrieved on 13th November 2008. http://internet-filter-review.toptenreviews.com/safe-eyes-review.html - What is CIPA. 2008. Internet.com. Retrieved on 13t

Ozone Depletion and Global Warming Essay Example for Free

Ozone Depletion and Global Warming Essay There is no doubt that global warming is fast becoming a serious issue at this time. However, not all people are aware of the negative effects that global warming and ozone depletion can bring. They are also not aware of the fact that their day-to-day actions can contribute largely to the phenomenon. While ozone depletion and global warming is hard to deal with, there are numerous ways where people can contribute to the environment so that the situation will not become much worse than what is seen today. If people would like to help improve the environment, they should start within themselves by changing some of the ways they run the household. Recycling and reusing is a very practical thing to do especially nowadays when everything is high in terms of their cost. Recycling can decrease the amount of garbage that will be sent out to landfills. People should also choose to buy products made out of recycled materials. It is also important to conserve energy by turning appliances off when they are not in use, or by using Energy Star qualified products, or by modifying the house and using green power or installing solar panels. Spreading the word and participating in activities and programs that support the reduction of greenhouse gas emissions can also significantly help. Changing household ways can be easier compared to that of the workplace setting because there are less people to instruct and there are fewer appliances to check. Still, when working, people should always utilize office equipment such that they are only used when needed. Things that are not usually used should be powered off but things that are mostly used should not be turned off every time because constantly switching them on and off can use up more energy. Employees and companies should also make it a point to recycle and reuse their materials, especially paper. Papers should only be used for important communication or reports. Other less important things should be communicated through the Internet by email or instant messages.

Concepts and Strategies of Brand Management

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