The Impact of Branding on the Purchase Decision of Consumer Essay

The Impact of Branding on the Purchase Decision of Consumer - Essay Example The researcher states that a number of scholars argue that, in this present business environment, brands are imperative for organizations to sustain in the market. Apart from that, scholars have also identified the role played by brands in influencing the purchase decision of the consumers. This report will aim at underpinning the relationship between branding and purchase decision of consumers. The focus will, however, be on the UK market. On successful completion of the project, the influence of brands on the purchase decision of a consumer can be uncovered. Hence the study has high significance for business research. The topic of the study is ‘the impact of branding on the purchase decision of consumer’. In other words, the study will try to get insights into the role of branding in attracting customers towards the company. One of the most obvious reasons for choosing this topic is that there were hardly any studies done on this topic previously. This topic is also important because it appeals to the mass population. Furthermore, branding and consumer behavior are relatively new concepts in the field of marketing but have gained huge popularity in the recent past. There are several studies related to brandings such as the importance of branding for a com pany, branding and its relation to the stakeholders etc., but customers relationship with a brand has hardly received any attention. This study will also shed light on the relationship between sponsorship and branding. Therefore, this study has high relevance in the field of marketing and can open new dimensions of business. The study has several objectives but it will be divided into three broader objectives. Branding is a broader topic and consists of several other related concepts. Therefore, one of the prime objectives of the study is to get insights into the related concepts of branding. Apart from that, this study will also try to identify the advantages of having a brand in a company. Along with that, how users get benefitted by it will be identified. The main aim of the study is to find the relationship between customers and brands. Therefore, another objective of the study is to know how branding influences the purchasing decision of a company. The final objective of the st udy is also related to the concept of branding. In this case, the study will try to uncover the relationship of sponsorship with a brand. In simple words, the study will aim to unearth how sponsorship connects with a brand.  

Plot and character outlines Essay Example for Free

Plot and character outlines Essay He also wants different colored rabbits that he can feed with the alfalfa that he will collect. Lennies dream doesnt come true as his child like nature means that he tries to stroke Curlys wifes hair and not wanting her to scream he breaks her neck. He then flees to the brush where George told him to hide if anything went wrong. George wanting to protect Lennie from the pain of being hung decides instead to shoot him in the back of the head similar to the way Candys dog was so mercilessly killed. Another character who has a dream is Candy. Candy is a decrepit old man who is described as a swamper who lost his hand at the end of his useful life on the ranch. He wishes to join George and lennie to escape the ranch. His dream is to join George and lennie and seeks security in his old age. He is desperate and determined to make it happen as he is afraid he will end up like his dog as he will be sacked as soon as he becomes too old to do any work. Candy is considered useless as he only has one hand I got hurt four years ago theyll can me pretty soon. Candys only friend on the ranch was his dog who was shot and so he seeks company and doesnt want to be lonely any more, wants company in his old age I wont have no place to go, an I cant get no more jobs Candys dream doesnt come true as he has to abandon his plans as lennie is killed and George has to leave town as many of the men at the ranch believe that he might have been conspiring with lennie. At this Candy,s American dream is crushed. The next character who dreams is Crooks. He is a black stable hand, lives by himself in the harness room, a shed attached to the barn. Injured when a horse kicked him, Crooks has a body that is bent to the left because of his crooked spine. The stable hand has many horse care items in his room, as well as personal belongings he keeps because he is a more permanent tenant. He is a proud man but he feels segregated from the other guys and so spends most of his time in his room reading. He used to own his own hand but he lost it He dreams of one day being accepted and being able to sit in the bunk house and play cards he wants to be able to fit in and find his own place in society, have somebody that he can talk to A guy needs somebody to be near him. A guy goes nuts if he aint got nobody. He wanted to join George and Lennie but he pulls out after George finds out that Lennie and candy have been talking to crooks about the land and Crooks wanting to avoid disappointment decides that it is best he pulls out as George is not happy. Curlys wife also has a dream. Curlys wife is a seductive, pretty woman who not happy with her marriage to curly seeks excitement and a new life A show came through, an I met one of the actors. He says I could go with that show. But my ol lady wouldnt let me If Id went, I wouldnt be livin like this, you bet. she doesnt like Curlys and says he is a mean guy she is also happy when Lennie breaks Curlys hand as she says its good you busted curly up. Her dream is to become a big movie star as she makes reference to Nother time I met a guy, an he was in pitchers he says he was gonna put me in the movies. Says I was a natural. Soons he get back to Hollywood he was gonna write to me about it I never got that letter I always thought my ol lady stole it. Her dream was to go on stage and entertain as she also tried to run away with the circus A show came through, an I met one of the actors. He says I could go with that show. But my ol lady wouldnt let me If Id went, I wouldnt be livin like this, you bet. this makes reference to the fact that she is lonely as the only woman on the ranch and resents her life. Curlys wife trys to leave the ranch when she comes across lennie and they get talking, she lets Lennie touch her hair but he gets carried away and ends up killing her. Her dreams of fame and belonging are dashed as she dies before she gets the chance to leave the ranch. The last character who has a dream is Curly. He is the boss son, a young, pugnacious character, once a semi-professional boxer. He is described by others, with some irony, as handy. He is very jealous and protective of his wife and immediately develops a dislike toward Lennie. He is married but his marriage is a shame as his wife feels lonely and spends half her time supposedly looking for curly. His wife could be described as a promiscuous as she seems to take a interest in the other men on the ranch. Curly is a small guy and doesnt like big guys, like all small guys, he dont like big guys His dream was to become a professional boxer but he had to stay on the ranch, he feels insecure and possessive of his wife, as she has a promiscuous personality. Seems like Curly is cockier than ever since he got married. His dreams were dashed as he had to stay on the ranch and was not allowed to follow his dream, this may be why he is so bitter and angry . He also cannot even keep his wife as she seems to wander off a lot. His dreams are further crushed as his hand is badly damaged in a fight with Lennie. As his hand is broken he will never be able to fight again, as well as the shame of being beaten by someone who is considered to be mentally handicapped really damaged his reputation. To sum up, most the characters in the book have a dream of some sort. All of the characters dreams in the book of mice and men do not come true . Lennie and Georges dream is slashed by Lennie killing Curlys wife and her dreams are slashed as she is killed but Curlys wife dose finally decide to leave Curly which was part of her dream. Candys dream dies with Lennie as George is not interested in the farm anymore. Crooks had his dream when he used to own his own bit of land but it was taken away from him and so his dream was crushed. They chased their dreams but none of them came true which has reference to the American dream which many people chased but most never achieve. By marc di-trolio Show preview only The above preview is unformatted text This student written piece of work is one of many that can be found in our GCSE John Steinbeck section.

King James I :: Papers

King James I born June 19, 1566, Edinburgh Castle, Edinburgh, Scotland died March 27, 1625, Theobalds, Hertfordshire, England King of Scotland (as James VI) from 1567 to 1625 and first Stuart king of England from 1603 to 1625, who styled himself â€Å"king of Great Britain.† James was a strong advocate of royal absolutism, and his conflicts with an increasingly self-assertive Parliament set the stage for the rebellion against his successor, Charles I. James was the only son of Mary, Queen of Scots, and her second husband, Henry Stewart, Lord Darnley. Eight months after James's birth his father died when his house was destroyed by an explosion. After her third marriage, to James Hepburn, Earl of Bothwell, Mary was defeated by rebel Scottish lords and abdicated the throne. James, one year old, became king of Scotland on July 24, 1567; Mary left the kingdom on May 16, 1568, and never saw her son again. During his minority James was surrounded by a small band of the great Scottish lords, from whom emerged the four successive regents, the earls of Moray, Lennox, Mar, and Morton. There did not exist in Scotland the great gulf between rulers and ruled that separated the Tudors and their subjects in England. For nine generations the Stuarts had in fact been merely the ruling family among many equals, and James all his life retained a feeling for those of the great Scottish lords who gained his confidence. The young king was kept fairly isolated but was given a good education until the age of 14. He studied Greek, French, and Latin and made good use of a library of classical and religious writings that his tutors, George Buchanan and Peter Young, assembled for him. James's education aroused in him literary ambitions rarely found in princes but which also tended to make him a pedant. Before James was 12 he had taken the government nominally into his own hands when the Earl of Morton was driven from the regency in 1578. For several years more, however, James remained the puppet of contending intriguers and faction leaders. After falling under the influence of the Duke of Lennox, a Roman Catholic who schemed to win back Scotland for the imprisoned Queen Mary, James was kidnapped by William Ruthven, 1st Earl of Gowrie, in 1582 and was forced to denounce Lennox. The following year James escaped from his Protestant captors and began to pursue his own policies as king.

Learning How to Become a Massage Therapist Essay

All in all, my massage career was not only financially rewarding but emotionally satisfying as well, knowing that I was helping people overcome their stresses in life and helping them live a healthier life with less pain. It all started with rubbing my grandfather’s feet as a kid. Who knew that I was developing my sense of touch for the relief of stress when competing with my brothers to see who could get my grandfather to fall asleep the fastest by rubbing his feet? I had no idea that in those early days, I would take that knowledge and turn it into a worthwhile career. And yet as satisfying as it was, it was much more taxing on my body than I had anticipated. But becoming a massage therapist wasn’t as easy as just going to school to learn a few strokes. It first took learning Anatomy, Physiology, Kinesiology, and Pathology, then learning various techniques and putting them to practice. The whole process was a bit daunting at first, because at the time, I really didn’t have any knowledge of muscles, bones, ligaments, or tendons much less about the many systems in our bodies, like the cardio vascular system, respiratory system or the endocrine system. The book studying alone took a lot of time, because there was a lot to memorize. I honestly didn’t know that there was going to be that much book learning. But much like Frederick Douglass in Learning to Read and Write, where he said â€Å"When I was sent on errands, I always took my book with me, and by doing one part of my errand quickly, I found time to get a lesson in,† I carried my book with me much everywhere I went so that if I had just a few extra minutes, I could study. Despite all the memorization, the main part to massage therapy was learning the actual so ft tissue manipulation techniques and putting them to good use. The most common type of massage that is practiced in the United States is called Swedish massage. The origin of Swedish massage was developed by Per Henrik Ling (1776-1889), who was a Swedish physiologist, when he developed what he called â€Å"medical gymnastics†, which later became what we call Swedish massage today. The parts to Swedish massage are effleurage, kneading, friction, stretching and tapotement. In  class, we first learned these techniques from our books one part at a time, and one section of the body at a time. We then spent time practicing what we had learned on our fellow students. I won’t lie; it was really nice getting 4 massages a week, even though at the beginning of school, we were still learning proper technique and some other students simply did not know what they were doing. But, there were many times I had fallen asleep during the practical part of class as we each practiced our approach to the various parts of massage. As the weeks and months went by, the learning curve became easier and easier to overcome as everyone became more familiar with all the information in the book and improved their technique from the many hours of practice daily in class. Not only were we practicing the proper movements in massage, but also appropriate positioning of a client to maintain modesty. Yes, because of the very nature of massage, and because the client is usually n aked and vulnerable, part of the learning process was how to flip a client carefully, without exposing them to the entire room, especially since we were in a large room with all of our fellow students. This part was probably the trickiest, considering that a sheet can easily shift as a person is moving and flipping over underneath it and just isn’t as simple as it may seem. Many times, the sheet would get hung up on a body part that ultimately would display someone’s nether regions to the rest of the free world that might be within eyesight. But with practice, it became easier and perhaps like second nature. Perhaps one of the most surprising things about my experience in learning how to become a Massage Therapist was how sore my whole body would be after a week in class. Even though I was pretty fit at the time, and worked out regularly, massage therapy proved to work my muscles in ways that I hadn’t done so before. Not only did my hands hurt, which was expected with all the repetitive motion, but my neck and back as well for the very same reason. By the time I had finished with my internship at the school, I felt like I had been beaten up by tropical storm. However, taking the Texas State Boards for my license was probably the most stressful and taxing event of the entire process in becoming a Massage Therapist. Even though I was very confident in my knowledge for the multiple-choice exam, the one thing that most people had failed in the past was the video portion of the test, to demonstrate proper draping of a client. Thankfully, I didn’t have to flip my client on the table, and the possibility of flashing the  camera was lessoned. In the end, it was a shame that I eventually had to stop working as a Massage Therapist because of an injury in my hands. Carpal tunnel isn’t just a syndrome that affects people who type regularly; it can affect anyone that overuses their wrists or hands. It caused such debilitating pain for me, which made me change a fulfilling career that I took considerable care to learn as much as I could to make me as strong of a Massage Therapist as I could manage.

The Term Emotional Intelligence by Daniel Goleman

The origin of the term emotional intelligence is from a book by Daniel Goleman in 1995 and this book has made it one of the hottest subjects to be discussed in corporate America. This led to an article in the Harvard Business Review two years ago, and that attracted more readers than all articles published in the magazine during the last 40 years. This had such an effect on the CEO of Johnson & Johnson that he sent out the article to all 400 executives in the company. (Emotional Intelligence: What it is and why it Matters) In the book, Goleman had divided the subject as consisting of five emotional competencies and these were to identify and name the emotional states of the person and to understand its link to emotions thought and action; to manage one's emotional states and thus to control emotions or to change unwanted emotional states into ones that could tackle the situation better; to get into emotional situations which were more likely to be connected with the drive to achieve and be successful; to read, be sensitive and thus influence emotions of other people; and finally to be able to start and maintain satisfactory interpersonal relationships. In the theory of Goleman, these emotional competencies are built in a hierarchy, and one has to be able to find them out so that they can be managed. One of the important aspects is to be able to achieve drive to achieve emotional states. These abilities lead the person to the situation where he can achieve the objective of reading and influencing the emotions of other people in a positive manner. It is not that emotions do not exist and there are always feelings in our minds. This is not appreciated by organizations who value being rational, but not having emotional management. Emotional intelligence: Wikipedia, the free Encyclopedia) It is not enough to have the old fashioned cognitive intelligence to be successful at work, but it also needs the capacity in the person to stop negative emotions like anger and non-belief in one self. Instead the person should be capable of concentrating on congeniality and confidence. This is the belief of a new group of psychologists. This concept was first highlighted by Daniel Goleman in his book â€Å"Emotional Intelligence why it can matter more than IQ†. He is still continuing on his work and the new book is â€Å"Working with Emotional Intelligence†. In the book his concentration is on the use that emotional intelligence can be put at work and that is supposed to be managed more by intelligence than feelings. It has been seen that all types of people need emotional intelligence, and even the bosses who have to deal with a lot of people also need it a lot. (Does 'emotional intelligence' matter in the workplace? ) This is also not like IQ which does not change much for the person, but this factor can be learnt, and probably some types of failures help build it up. As an example, one can take the case of J. K. Rowling who is the author of Harry Potter. She has certainly learnt a lot through experience as she was first divorced and then had to live separately with her children in Edinburgh. On top of that the first book that she had written, out of the ten books now, was rejected by the publishers. (Succeeding with Emotional Intelligence) Her experience certainly gave her a lot of emotional stress bearing capacity, and permitted her to wait enough to be able to finally bring out her best. So far as we are concerned, let us now take the case of a person who has just been appointed as a trainee manager and is very hot headed. This is most often an emotional intelligence problem. Let us find out how he can be guided to be a better manager. At the outset, one has to understand that emotional intelligence is a very difficult quality for evaluation. In school we have girls who are smart, well organized and industrious. She is also caring about other students in the class, but she is not liked by her classmates and her name is left out of all invitations. She gets to hear of the lunch plans, but is not invited. This trend continues even when she is working. Boys may have a similar situation and be so smart that they are liked by all the moms and dads in the area. He may be even smart enough to merit special schools, but is not able to continue. Finally he is compelled to take up menial jobs for survival. These examples tell us clearly not to depend on our emotions, as we are taught to believe that emotions are not â€Å"life† and give us a distorted view of life. When any question of emotions come up, it is viewed as being childish and the individual is thought of being a baby. When another child runs to help the afflicted child, we call the other child as being a baby. One can say clearly that our lives are determined by our intellectual capacity in our minds, but that is often not true in real life. We pride our capacity to memorize and solve problems, spell words and calculate mathematically. These capacities are reflected in the report card and decide the grades that we get. (Emotional Intelligence Training) When an individual is not able to perform well in these measures, he is considered to be â€Å"brainless†, but that does not mean that all of them have no success in life later. This is not true for companies which today test the emotional intelligence of their employees, and many companies are already doing it. It is also true that different types of jobs require different types of emotional intelligence. A sales man requires the capacity to be able to judge the moods of the potential customers, and based on that, he has to decide when to try and sell and when to just keep quiet. On the other hand when a person is trying to become a painter or a professional tennis player, they have to gather up the capacity for a lot of self discipline and motivation. It is also seen that women have different capacities from men on certain emotional traits, and this information is based on large scale assessments of EQ. (Does 'emotional intelligence' matter in the workplace? ) It is seen that, in general women have better measures of empathy and social responsibility but a lot less on self confidence and tolerance of stress. This requires women in many organizations to learn self confidence through the use of meditation, yoga and jogging. On the other side, the men have to learn listening to other workers and the customers, and thus understand their moods and gain their trust. These are also very important qualities of being a leader, being able to work in a team and maintain good relations with other workers. (Does 'emotional intelligence' matter in the workplace? It is thus clear that the disability of our trainee manager is due to his being a â€Å"smart† boy and thus not learning enough of emotional qualities for being a successful manager. We can also see that this is not unusual among male managers. At the same time, it requires a lot of cognitive ability for any person to get admitted into a course of science. The high ability is required for just an admission into a course for any renowned school like Berkeley, but the question here is that once the admission process is over, then it becomes a question of keeping up with the other students in the course. That does not require a high IQ but requires more of a suitable social and emotional build up in the individual. This can be viewed in another way and that is a scientist probably requires an IQ of 120 or thereabouts to get a doctorate and then a job. At the same time, the individual should have the capacity to be able to get along with the colleagues and juniors, and that is probably as good as having another 10 or 15 points higher of IQ. (Emotional Intelligence: What it is and why it Matters) A somewhat similar situation exists for managers. It is not that they require a high intellectual capacity, but they have to have the capacity to get along well with others, and a manager without that capacity is likely to fail as a manager. To solve this problem in the trainee that we are talking about, an actor was put among the group of managers being trained. As a part of their training, the managers were given the task of jointly deciding on the bonus to be given to the subordinates for a particular period. The actor was the person among the group who spoke first and gave the future managers the initial ideas of solving the problem. Within the group with the problematic trainee, the actor projected a lot of cheer and enthusiasm, along with warmth about the employees. This brought about the transmission of a similar feeling to the group, including the trainee. This led good emotions among the group, and improved the cooperation, spirit of fairness and better group performance. This attitude among the managers led to a fairer distribution of money among the people and thus was of use to the organization. This activity also continued for some time, in other similar activities, and similar results were seen. In terms of emotional intelligence the required quality can be called empathy, and this has been known by the psychologists to contribute a lot to the success of individuals. (Emotional Intelligence: What it is and why it Matters) Let us look at the case of Aaron Feuerstein, and his Malden Mills Polartec factory, which was totally destroyed by fir in 1995. He personally paid the salaries of the workers for three months while the factory was rebuilt. (Succeeding with Emotional Intelligence) The importance of this quality was found out more than twenty years ago at Harvard by Rosenthal and others. They said that people who were good at identifying emotions of other people were more successful in work as also in the social aspects. This aspect was also found important among apparel sales representatives as their quality of empathy was given value by the retail sales buyers. It was reported in a survey that the buyers wanted representatives who could listen to them with patience and comprehend their difficulties and requirements. (Emotional Intelligence: What it is and why it Matters) It is important to understand that emotional competence refers to personal and social skills and those qualities lead to a better level of work. The capacity to understand the feelings of another person enables the first to develop a certain amount of influence on the second person. At the same time, people who are able to control or regulate their own emotions ultimately find it easier to develop qualities like Initiative or achievement drive. The entire concept of emotional intelligence has been developed over a long period of time. The development was through research and theoretical discussions on personality and social reactions, as well as psychology. This view was also accepted by Goleman. He has said clearly that that the abilities linked with emotional intelligence have been a part of the psychologists for a long period of time. (Emotional Intelligence: What it is and why it Matters) The manager's and the supervisors' behavior as also their treatment of their sub-ordinates ultimately determine whether they stay or they leave. They have to look after the individual needs, wants and expectations of these people every day. That in turn affects the attitudes, performances and satisfaction of the employees. It involves great stress in leading so many people and meeting their needs and expectations all the time, while at the same time performing up to the requirements of the top management. It is said that two-fifths of the departures of people from an organization are due to an effective relationship among the employees and their immediate bosses. If there is no trust between them, then the performance is naturally inferior. All employees want support and care from the supervisor and manager, who at the same time has their best interests in mind. It is with this view that team leaders and project managers are viewed as being responsible for the environment at work where different types of people come to work, to achieve success on diverse jobs in a short period. The continuation of working in the political environment of organizations can lead to a lot of difficulties for the individual – frustration, anxiety, suspicion, resentment. This lets production fall behind schedule, and ultimately people leave the organization. (Who Needs Emotional Intelligence Skills)