The Eyes Have It Essays - Dragon, Wolf Nomads, Demon,

The Eyes Have It The Eyes Have It is a book of adventure. While reading it, I got the sense that before it was written into a book, it was a Role Playing Game, and the Games Master had played the adventure, liked how his players had conducted the adventure, and wrote it into a book. In this way it relates to my topic heavily, as it IS a Role Playing Game. In another way it doesn't relate to RPG's at all because it's a book, and not a game. But it relates to my topic in one pure sense - it's an adventure. All RPG's are adventures. The story begins as one Askar-Ben-Oba, son of the chief of the Wolf Nomads, must travel through a continent to marry his betrothed, one Maria Griswalda. Askar does not want to marry Maria, but he must. His tribe, the Wolf Nomads, was once a proud and happy race. They fought numerous battles and won the battles and also the fear and respect of their allies. But over time, they had softened. The Spider Queen, an undead creature, had the plan to take over all of the Yeomanry. The Yeomanry is where the story takes place, and is a huge continent where many different races and cultures live (like Asia and Africa put together with some aliens and snow thrown in.) the Spider Queen had the notion of destroying all this good for her own, and turning it into her black domain. She did. She casted a spell which made a huge black bubble. It spread like a plague and grew for leagues in every direction. Anything that entered this bubble never came out. The Spider Queen threw her min orcs, demons, kobolds, etc. into this bubble to plunder and destroy. This she did successfully. But one person would not take this sitting down. While the Wold Nomads, who were far away and too far to really receive the effects of this bubble, rested their haunches and became couch potatoes, one Kathryn Fern-Cliffe, daughter of King Buncombe the Green. Kathryn had the will and the need to destroy the Spider Queen. This she did, with the help of a magical gem, the Eye of Tiros. Kathryn used the magic power within the eye to destroy the Spider Queen. Once she was destroyed, life became normal in the Yeomanry. Kathryn also had the job of rebuilding the destruction of the Spider Queen. But while the Wolf Nomads were deteriorating, and Kathryn rebuilding, Kranoch, a king of a region in the Yeomanry, was plotting revenge on Kathryn. Her father had blinded Kranoch by an arrow while on an assault raid, and Kranoch wanted revenge. Kranoch gathered his armies and the left over minions of the Spider Queen, and made an army powerful enough to destroy Kathryn and her region of Sterich. Kranoch also wanted the Eye of Tiros, the magical gem, which he thought would cure his blindness. With this as his main driving force, he went on a rampage. Back to the Wolf Nomads for a moment. The Wolf Nomads were quickly deteriorating. Askar-Ben-Oba, the son of the chief, was to marry Maria Griswalda, the daughter of a wealthy Nomad who had gone to Sterich and made a fortune. Maria's sizeable dowry was badly needed to fund the Wolf Nomads in their daily lives and to rebuild themselves into the powerful tribe they once were. The story all comes together as Askar sets out on his journey to Sterich to marry Maria. On his journey, the Eye of Tiros is stolen, and he is framed as the thief when he sits in a seedy bar. The bar "patrons" found Askar as the dupe and framed him with the crime. Askar is punished, searched, and found innocent. But he does not get away with the theft cleanly, as he is still the prime suspect. Askar gets an iron collar fit around his neck, with a magic spell on it. The spell makes the collar around his neck shrink a little every day, so eventually it will strangle him. His only escape is to find the Eye of Tiros so the collar can be removed. Askar knows his only way to survive is by finding the Eye. This he sets out to do. But during his quest, he gets captured by Sea Pirates, meets up with a dwarf with a flying ship, and eventually reaches Kathryn in her quest to find the Eye of Tiros. The Eye is wanted not

Amalgam Definition and Uses

Amalgam Definition and Uses An amalgam is a type of alloy found in dentistry, mining, mirrors and other applications. Here is a look at an amalgams composition, uses, and the risks associated with use. Key Takeaways: Amalgam Simply put, an amalgam is an alloy of the element mercury.While mercury is a liquid element, amalgams tend to harden.Amalgams are use to make dental fillings, to bind to precious metals so they can be isolated later, and to produce mirror coatings.As with elements in other alloys, a small amount of mercury may be released by contact with an amalgam. Because mercury is toxic, amalgams may present health or environmental risks. Amalgam Definition An amalgam the name given to any alloy of mercury. Mercury forms alloys with almost all other metals, except iron, tungsten, tantalum, and platinum. Amalgams may occur naturally (e.g., arquerite, a natural amalgam of mercury and silver) or may be synthesized. Key uses of amalgams are in dentistry, gold extraction, and chemistry. Amalgamation (the formation of an amalgam) is usually an exothermic process that results in hexagonal or other structural forms. Amalgam Types and Uses Because the word amalgam already indicates the presence of mercury, amalgams are generally named according to the other metals in the alloy. Examples of important amalgams include: Dental Amalgam Dental amalgam is the name given to any amalgam used in dentistry. Amalgam is used as a restorative material (i.e., for fillings) because its fairly easy to shape once mixed, but hardens into a tough substance. Its also inexpensive. Most dental amalgam consists of mercury with silver. Other metals that may be used with or in place of silver include indium, copper, tin, and zinc. Traditionally, amalgam was stronger and longer-lasting than composite resins, but modern resins are more durable than they used to be and strong enough for use on teeth subject to wear, such as molars. There are disadvantages to using dental amalgam. Some people are allergic to the mercury or other elements in amalgam. According to Colgate, the American Dental Association (ADA) reports fewer than 100 cases of amalgam allergy have been reported, so its very rare. A more significant risk is posed by the release of small amounts of mercury vapor as the amalgam wears over time. This is primarily a concern for persons already exposed to mercury in daily life. Its recommended pregnant women avoid getting amalgam fillings. The ADA does not recommend getting existing amalgam fillings removed (unless they are worn or the tooth is damaged) because the removal process can damage existing healthy tissue and may result in the unnecessary release of mercury. When an amalgam filling is removed, a dentist uses suction to minimize mercury exposure and takes steps to prevent mercury from entering the plumbing. Silver and Gold Amalgam Mercury is used to recover silver and gold from their ores because the precious metals readily amalgamate (form an amalgam). There are different methods of using mercury with gold or silver, depending on the situation. In general, the ore is exposed to mercury and the heavy amalgam is recovered and processed to separate the mercury from the other metal. The patio process was developed in 1557 in Mexico to process silver ores, although silver amalgam is also used in the Washoe process and in panning for the metal. To extract gold, a slurry of crushed ore can be mixed with mercury or run across mercury-coated copper plates. A process called retorting separates the metals. Amalgam is heated in a distillation retort. The high vapor pressure of mercury allows for easy separation and recovery for re-use. Amalgam extraction has largely been replaced by other methods because of environmental concerns. Amalgam slugs may be found downstream of old mining operations to the present day. Retorting also released mercury in the form of vapor. Other Amalgams In the mid-19th century, tin amalgam was used as a reflective mirror coating for surfaces. Zinc amalgam is used in the Clemmensen Reduction for organic synthesis and the Jones reductor for analytical chemistry. Sodium amalgam is used as a reducing agent in chemistry. Aluminum amalgam is used to reduce imines to amines. Thallium amalgam is used in low temperature thermometers because it has a lower freezing point than pure mercury. Although normally considered a combination of metals, other substances may be considered amalgams. For example, ammonium amalgam (H3N-Hg-H), discovered by Humphry Davy and Jons Jakob Berzelius, is a substance that decomposes when it comes into contact with water or alcohol or in air at room temperature. The decomposition reaction forms ammonia, hydrogen gas, and mercury. Detecting Amalgam Because mercury salts dissolve in water to form toxic ions and compounds, its important to be able to detect the element in the environment. An amalgam probe is a piece of copper foil to which a nitric acid salt solution has been applied. If the probe is dipped in water that contains mercury ions, a copper amalgam forms on the foil and discolors it. Silver also reacts with copper to form spots, but they are easily rinsed away, while amalgam remains.

The business trajectory of Continental Airlines Essay

The business trajectory of Continental Airlines - Essay Example The organization had major problems starting by the fact that the employees were unmotivated and dissatisfied in their workplace. A lack of motivation and enthusiasm are two reasons why business enterprises fail (Sasson, 2012). The employees considered Continental Airlines a crummy place to work. The firm suffered from customer dissatisfaction. A Forbes study revealed that the company ranked tied for last within the industry in profits-sales-assets per employee (Nohria, et al., 2010). In a separate study by the U.S. Department of Transportation the firm ranked last in the industry in on-time percentage, baggage report, and complaints of poor service. There was a lack of teamwork among the employees of the company. Teamwork in the workplace is critical to accomplish the organization’s goals (Cross, 2012). The company was in desperate need of an overhaul and reorganization. The person that came to the rescue of the company was Gordon Bethune. Gordon Bethune was elevated to the p osition of Chief Executive Officer in 1994. Bethune was a former lieutenant in the U.S. Navy. In 1978 Jimmy Carter passed the Airline Deregulation Act. The law was designed to give commercial airlines the latitude to set fare prices and it enable airlines the ability to enter or exit a plane route. The deregulation movement presented a tremendous opportunity for the industry. A firm that was able to capitalize on deregulation was Southwest Airlines. On the other hand Continental Airlines did not implement any effective strategies to capitalize on deregulation. The main root of the problem was the lack of leadership from the executive management of the company. Another problem was that there was also a power struggle for ownership of the company which deterred attention from implementing operational strategies to be able to capitalize on deregulation. Mr. Bethune was able to lead the turnaround at Continental by implementing sound business strategies. Four strategies that Bethune implemented at the firm were: Fly to Win, Fund the Future, Make Reliability Reality, and Working Together. The Fly to Win Strategy was a product service plan. The company removed air capacity of unprofitable routes. The firm eliminated 18% of its flights in an effort to reduce costs by eliminating unprofitable flight routes. A lot of the flights that were eliminated were from the CAL Lite program. One of the new emphases of the company was in becoming a customer friendly airline. The firm concentrated in offering flights to places people wanted to go. The Fund the Future strategy emphasized finding capital to fund the operations of the company. The organization res tructured its plane fleet. It reduced its fleet type from 13 to 4 (Nohria, et al., 2010). The company matched airplane size with the size of customer markets. It also eliminated above market leases on planes. For instance Continental eliminated all 21 of its Airbus A300 and the 4,000 employees that served them. Despite the company’s initiatives the firm faced risk of bankruptcy once again in December of 1994 due to the fact that the

Lead like Jesus Essay Example | Topics and Well Written Essays - 250 words

Lead like Jesus - Essay Example It is a journey of patience, perseverance, and dedication. Leaders must be able to activate change in behavior which was achieved by Jesus in his disciple. Transformational leadership involves influencing the behavior of others and ensuring that they achieve greatness or objectives they need to achieve. The actions of Jesus reveal servant leadership that involves doing what he wants the follower to undertake (Blanchard and Hodges 6). Change in behavior is an action of motivation and the development of personal drive which influence personality development. The leadership depicted by Jesus covered all aspects of effective leadership including motivation, guidance, and the setting a role model for the mentors to follow and achieve success. In the talks and teaching of Jesus, the followers learnt of his objective, mission and role in the world and depicting to the learners the main reasons for the change. In spite of the challenges, role model leadership depicted by Jesus surpassed the current leadership strategies because of the involvement in the activities directly (Blanchard and Hodges 6). Therefore, the leadership of Jesus influenced the followers and enabled them to develop and become effective leaders as depicted in the

Paddy Power Case Study Essay Example for Free

Paddy Power Case Study Essay Alina Wheeler defined branding as a disciplined process used to build awareness and extend customer loyalty (). Branding is about seizing every opportunity (), a desire to lead, outpace the competition and give employees the best tools to reach customers. Paddy Power has accomplished to adhere to all those principles, all through their accession to becoming the largest betting firm in Ireland. The company had to rebrand, to become a broader-based entertainment company and to this extend a number of changes took place to establish their new identity and service brand. The image of a fun, friendly and fair was promoted to differentiate them from the competition and they made changes in their structure to facilitate each one of those elements. Making it fun entailed broadening the appeal of betting, bets on celebrities, elections, stocks, and anything people where interested in became available. They enhanced the customer’s experience with bigger brighter and better designed outlets, audio and video equipment and interaction terminals. They invested in training their staff to improve the customer’s experience and support their friendly image. They promoted their image of fairness through money back specials, putting emphasis on the circumstances rather than the rules. All those steps where aimed in enhancing the Paddy Power brand. Additionally by creating controversial advertisements and consistently denying to ‘playing by the rules’ they created a buzz around their brand, they became a topic of conversation and that led to enhanced brand recognition and awareness by the public. To demonstrate this we can consider the fact that the Paddy Power brand recognition in Ireland has now reached 90%. All those decisions changed the perception not only of the Paddy Power service brand but the perception of the betting industry. The closer we examine the company it becomes clear that they are determined to disassociate the brand from the ordinary, to create new rules instead of adhering to the existing ones, and this is what makes Paddy Power unique. When faced with restrictions on sponsorship they got a player to change his name to Paddy Power by deed poll, when their outdoor campaign of the Last Supper was deemed offensive and had to be removed they instead covered the poster with a sticker that read â€Å" There’s a place for fun and games. Apparently this is not it†. The company has also capitilised on opportunities to connect with different segments of the market. The launch of websites such paddypowerbingo.com directed at the female customer is an example of this. What is so unique about this approach is that the combination of fun, fair and friendly has set the company apart from the competition. The element of differentiation is really strong in the brand as no other betting firm approaches the market the same way. Paddy Power established their service brand by changing their image, coming closer to the consumer and by cutting through the proliferation of choices as in the mind of the consumer they became synonymous with providing an exceptional service, in every way.

Birth order and School Achievement Essay -- essays research papers

Birth order and School Achievement There has always been an attempt to figure out why some people do better in school than others. Is it due to financial stability? Is it attributed to parents’ own success as students? Very importantly, one’s birth order plays a role in one’s school achievement. I. Theory Growing up with siblings or the absence of siblings can be a major factor in determining academic success. Being the oldest, middle or youngest child does not necessarily determine academic success concretely without exception, but serves as a predictor of future academic success. School achievement is gauged by how far one goes in his or her education, starting from grade school, all the way up to graduate school. Before getting into the developmental stages across the life span and in the interest of time, I will only be discussing birth order in terms of the oldest child, middle child, youngest child and only child because configurations of five or more children occur only in 10% of the families with children. The average family in the U.S. has three (Toman, 1976). Also, I will be dividing the developmental stages into 3 stages: childhood, adolescence and adulthood. Childhood (Ages 1-12)   Ã‚  Ã‚  Ã‚  Ã‚  The firstborn child is likely to have intensified feelings of power and superiority, high anxiety, and overprotective tendencies (Feist & Feist, 2002). The firstborn children usually have a close relationship with the parents than laterborn children. The child has the experience of having his or her parents to him or herself and tends to feel like a rather important individual (Forer, 1969). For a while, these children are only children until a younger brother or sister is born. They experience a traumatic dethronement, which may development resentment towards the new baby. During this time in their life, firstborns may be jealous and want to seek mother and father’s affection. When it comes to school, in grade school, these children will try to seek attention by being a class clown or a rebellious child. Education itself may not be of interest to them. Report cards may show poor grades and unsatisfactory behavior. This makes sense because before the younger siblings were born, the firstborn child was anxiously awaited. Parents are so proud of the firstborn as their â€Å"pride and joy.†   Ã‚  Ã‚  Ã‚  Ã‚  The middle child or s... ...his or her final grade in the class. The students would then be grouped into categories of first born, second born, third born, fourth born, and so on. The students would then be ranked by grades along with their birth orders. I would try to determine the effect of birth order on school achievement. The professor would determine the students’ final grade. Conclusion   Ã‚  Ã‚  Ã‚  Ã‚  Whether or not this questionnaire would find significant results for birth order and grades (school achievement), it would be a good way just to see whether there was a correlation. Ultimately, I’m not sure if this group of students would be representative of the population. The group I picked is in California, so it would not be representative of the entire United States. School achievement can be attributed to many things besides birth order such as social influences. References Feist, G.J., & Feist, J. (2002). Theories of Personality (5th ed.). New York: McGraw-Hill. Forer, L.K. (1969). Birth Order and Life Roles. Springfield, Illinois, U.S.A.: Charles C. Thomas Publisher. Toman, W. (1976). Family Constellation (3rd ed.). New York: Springer Publishing Company, Inc. Birth order and School Achievement Essay -- essays research papers Birth order and School Achievement There has always been an attempt to figure out why some people do better in school than others. Is it due to financial stability? Is it attributed to parents’ own success as students? Very importantly, one’s birth order plays a role in one’s school achievement. I. Theory Growing up with siblings or the absence of siblings can be a major factor in determining academic success. Being the oldest, middle or youngest child does not necessarily determine academic success concretely without exception, but serves as a predictor of future academic success. School achievement is gauged by how far one goes in his or her education, starting from grade school, all the way up to graduate school. Before getting into the developmental stages across the life span and in the interest of time, I will only be discussing birth order in terms of the oldest child, middle child, youngest child and only child because configurations of five or more children occur only in 10% of the families with children. The average family in the U.S. has three (Toman, 1976). Also, I will be dividing the developmental stages into 3 stages: childhood, adolescence and adulthood. Childhood (Ages 1-12)   Ã‚  Ã‚  Ã‚  Ã‚  The firstborn child is likely to have intensified feelings of power and superiority, high anxiety, and overprotective tendencies (Feist & Feist, 2002). The firstborn children usually have a close relationship with the parents than laterborn children. The child has the experience of having his or her parents to him or herself and tends to feel like a rather important individual (Forer, 1969). For a while, these children are only children until a younger brother or sister is born. They experience a traumatic dethronement, which may development resentment towards the new baby. During this time in their life, firstborns may be jealous and want to seek mother and father’s affection. When it comes to school, in grade school, these children will try to seek attention by being a class clown or a rebellious child. Education itself may not be of interest to them. Report cards may show poor grades and unsatisfactory behavior. This makes sense because before the younger siblings were born, the firstborn child was anxiously awaited. Parents are so proud of the firstborn as their â€Å"pride and joy.†   Ã‚  Ã‚  Ã‚  Ã‚  The middle child or s... ...his or her final grade in the class. The students would then be grouped into categories of first born, second born, third born, fourth born, and so on. The students would then be ranked by grades along with their birth orders. I would try to determine the effect of birth order on school achievement. The professor would determine the students’ final grade. Conclusion   Ã‚  Ã‚  Ã‚  Ã‚  Whether or not this questionnaire would find significant results for birth order and grades (school achievement), it would be a good way just to see whether there was a correlation. Ultimately, I’m not sure if this group of students would be representative of the population. The group I picked is in California, so it would not be representative of the entire United States. School achievement can be attributed to many things besides birth order such as social influences. References Feist, G.J., & Feist, J. (2002). Theories of Personality (5th ed.). New York: McGraw-Hill. Forer, L.K. (1969). Birth Order and Life Roles. Springfield, Illinois, U.S.A.: Charles C. Thomas Publisher. Toman, W. (1976). Family Constellation (3rd ed.). New York: Springer Publishing Company, Inc.

Coca Cola Brand Building Strategy

Introduction-: Coca-Cola is a carbonated soft drink sold in stores, restaurants and vending machines internationally. The Coca-Cola Company claims that the beverage is sold in more than 200 countries. It is produced by The Coca-Cola Company in Atlanta, Georgia, and is often referred to simply as Coke or (in European and American countries) as cola, pop, or in some parts of the U. S. , soda. Originally intended as a patent medicine when it was invented in the late 19th century by John Pemberton, Coca-Cola was bought out by businessman As a Griggs Candler, whose marketing tactics led Coke to its dominance of the world soft-drink market throughout the 20th century. The company produces concentrate, which is then sold to licensed Coca-Cola bottlers throughout the world. The Coca-Cola Company has, on occasion, introduced other cola drinks under the Coke brand name. The most common of these is Diet Coke, with others including Caffeine-Free Coca-Cola, Diet Coke Caffeine-Free, Coca-Cola Cherry, Coca-Cola Zero, Coca-Cola Vanilla, and special editions with lemon, lime or coffee. Brand building strategy -: Brand development strategy of Coca Cola has been far reaching and has managed to remain in the limelight ever since it became a favorite with the non alcoholic drinkers. It has been noticed that brand loyalty is an important factor in maintaining the number one position. Founded in the year 1886, the Coca Cola company enjoys the status of being one of the biggest non alcoholic beverage companies of the world. It has a distribution system, which makes it unique from the rest of the non alcoholic beverage manufacturers. Over the years, Coca Cola has passed several tests of brand enhancement and the company makes it a point that the products under the banner Coca Cola continue to invade the minds of the consumers. The brand development strategy of Coca Cola comprised redesigning of its brand development policies and techniques to keep up with the changing mindset of its consumers. Earlier, this brand believed in the following: †¢ Afford ability †¢ Availability †¢ Acceptability However, this brand development strategy of Coca Cola was re worked to stress on the following instead: †¢ Price value †¢ Preference †¢ â€Å"Pervasive penetration†. The essence of brand building of the company lies in the fact that it wants its consumers accessibility to be â€Å"within an arm's reach of desire†. In an attempt to build its brand identity, as many as 20 brand attributes are tested every month involving as many as 4000 customers. The brand development strategy of Coca Cola is effective as it has been able to construct, manage As well as maintain its brand image. Another reason why this brand has gained unanimous acceptance all around the globe is due to the fact that it has been able to connect very well with its consumers. This implies brand loyalty. Brand loyalty has been instrumental in keeping up the brand image of Coca Cola. It believes in shelling out the best so that the consumers are retained by default. A part of the brand building technique is also to enhance â€Å"purchase frequency†. The company has also invested in various advertisement campaigns often engaging the services of celebrities around the globe. In addition to the consumers, there is another category of consumers, who increase the consumer base and they constitute the collectors of the brand. The collectors usually indulge in collecting old as well as upcoming logos of Coca Cola, bottles and literary matter. With regard to the brand development of Coca Cola Zero, the company came out with an advertisement, which was quite different from the conventional ones. In this regard, (no calorie beverage), it has shelled out three types of products. †¢ Coca Cola Classic †¢ Diet Coke †¢ Coca Cola Zero. There are few experts who believe that when Coca Cola had the tag line of â€Å"The Real Thing†, it was really that but with the invention of various categories of coke, the â€Å"real thing† changes to â€Å"many things†, and the original flavor is usually lost. Hence, the brand building strategies should be such that it does not confuse people and is able to retain consumers despite the fact that several new non alcoholic beverage firms are on the anvil. The Power of Brand Accessibility If you were another soft drink company, you might define your competitive frame of reference as the cola market or the soft drink market or even the beverage market. But Coke thinks of its business and its market share in terms of â€Å"share of human liquid consumption. †Ã‚   This makes water a competitor. In fact, a Coke executive has said that he won’t be satisfied until â€Å"there is a Coca-Cola faucet in every home. †Ã‚   Coca-Cola’s mantra is â€Å"within an arm’s reach of desire. † One Final Coca-Cola Fact A recent Coca-Cola annual report reported that the second most recognized expression in the world after â€Å"ok? † is â€Å"Coca-Cola. Brand Equity-: â€Å"The brand assets (or liabilities) linked to a brands name and symbol that add from a service. † Brand equity is difficult to measure because much of it depends on consumers' perception and opinions of a brand. When a product has high brand equity they are successf ul at retaining their current customers by keeping them satisfied with the quality of products and service. They are also successful at attracting new customers who have heard of the brand through successful marketing or word of mouth. Coca-Cola's brand equity is difficult to measure because they have extended their brand to include numerous products. In addition to the numerous of versions of Coca-Cola worldwide that compete against other beverage brands, Coca-Cola competes with itself. Nationally there are numerous versions / brands that are a part of the Coca-Cola family. Some of the brands include Coca-Cola Classic, Dasani Water, Full Throttle, Fanta, and Soy Products. In addition to competing against itself the Coca-Cola Company has saturated the market and consumers who may dislike one product may actually enjoy a different Coca-Cola product. However, the consumer may be unaware that the beverage is actually in the Coca-Cola family. As a result measuring brand equity may be difficult as consumers may be loyal and repeat customers of a brand and not know its origin. Coca Cola was taking its core product, Coke, and expanding the product in new form factors and new overseas markets. The brand promise stayed the same whether it was sold in a Coke store in New York or a road side stand in Mongolia – refreshment, good times, and pure Americana. Despite the numerous brands and the difficulty in measuring brand equity it is evident that Coca-Cola has high brand equity. They are a company who has been in business for many years they have gained the business of consumers in the soda market as well as numerous other beverage markets nationally and internationally. Their sales and growth show that they are a successful company Brand identity the brand identity is the audio-visual ‘face' of the brand – the cues that tell you that you are are in the right place. The brand definition is the formal description of what the brand stands for within different description categories – its personality, its values, its stories, its emotional benefits etc.. The brand proposition is the ‘deal' the brand is offering you at any given moment the coca-cola comp. has long been recognised as an organisation with significant brand equity with over four four hundread brands available in virtually every nook and crany of the world . the flag ship brand of coca cola has stood the rest of the time over 120 years. Infact coca-cola alone is recognized as the most valuable in the world by the respected inter brand corportionvalued at above US $ 67 billion , the coca-cola brand (coke)has become effectively become a part of modern world culture. hough its advertising campaign has changed over the years,coca-cola â€Å"THE REAL TASTE† has always stood for a†REAL† COLA DRINK with authenticity . the identity has been build by an decade with consistent values and diferentiated elements. Many competitors have aim at cokes but the brand continues to command a number one position globaly in ranking of brand equity. After all If u stand for the real thing every competitor is an imitator. the Coca-Cola bottle design differentiated the identity, the easier it is to protect from infringement. Just coca cols has remained to its time tested identity u have the equallly relivant to you. This brand identity should reflect your own unique equity and care essence this will ensure your brand creativity and identity that is meaning ful and sustainable in long term. [pic] Brand image- â€Å"A unique set of associations in the mind of customers concerning what a brand stands for and the implied promises the brand makes. † There could be hardly any person around the world that hasn't heard the name Coca Cola. Ever since it beginning as world's leading name in cold drinks, Coca Cola has created a strong brand image irrespective of age, sex and geographical locations. Millions of people around the world are consuming cold drinks or soft drinks as part of their daily meal. Coca Cola, ever since its inception has been the leader in soft drink market. Brand image is the significant factor affecting Coke’s sale. Coca-Cola’s brand name is very well known all over the world. Packaging changes have also affected sales and industry positioning, but in general, the public has tended not to be affected by new products. Coca-Cola’s bottling system also allows the company to take advantage of infinite growth opportunities around the world. This strategy gives Coke the opportunity to service a large geographic, diverse, area. Brand loyalty Brand loyalty is a central construct to marketing. Keeping the consumer satisfied, and loyal enough to frequently purchase just one brand, is more difficult in today’s marketplace than ever before. But today, major brands are experiencing heightened brand loyalty due to the growing popularity of the brand as a collectible. A recent Coca-Cola annual report reported that the second most recognized expression in the world after â€Å"ok? † is â€Å"Coca-Cola. † Brand personality:- Brand Personality identity is understood as the set of human characteristics associated with a brand. The brand image building strategy implies the definition of a brand personality and a user personality. Have you ever thought about your personal brand? Brand personalities that 1) Are well-known, 2) offer something different to the world than they do in terms of products and services ‘Coca-Cola’s’ brand personality reflects the positioning of its brand. The process of positioning a brand or product is a complex managerial task and must be done over time using all the elements of the marketing mix. Positioning is in the mind of the consumer and can be described as how the product is considered by that consumer. When researching the positioning of a product, consumers are often asked how they would describe that product if it were a person. The purpose of this is to develop a character statement. This can ensure that consumers have a clear view of the brand values that make up the brand personality, just like the values and beliefs that make up a person. Many people see ‘Coca-Cola’ as a part of their daily life. This imilarity between the brand and the consumer leads to a high degree of loyalty and makes the purchasing decision easier Brand Positioning:- The location of a brand in relation to its competitors in some pre-defined space. The space may be defined by criteria used by consumers, such as â€Å"value for money† or â€Å"age of consumer† etc. † 5 main factors that go into defining a brand position. 1. Brand Attributes What the brand deliv ers through features and benefits to consumers. 2. Consumer Expectations What consumers expect to receive from the brand. 3. Competitor attributes What the other brands in the market offer through features and benefits to consumers. 4. Price An easily quantifiable factor – Your prices vs. your competitors’ prices. 5. Consumer perceptions The perceived quality and value of your brand in consumer’s minds (i. e. , does your brand offer the cheap solution, the good value for the money solution, the high-end, high-price tag solution, etc.? ) The Coca-Cola Company produce a range of beverages suited to different ages, stages, lifestyles and occasions. This includes soft drinks, diet drinks, juices and juice drinks, waters, energy drinks, sports drinks and cordials. As part of a healthy, varied and balanced diet and an active lifestyle, all products can be enjoyed by the majority of people. It is committed to helping customers select the product that is best suited to their needs through the provision of detailed product information supported by general advice on healthy eating, drinking and lifestyles. It understands that balancing energy intake with energy output is key to a healthy body weight. We therefore provide choice through range of low or no-kilojoule products that are ideally suited to the needs of people who wish to reduce energy intake through beverage selection. Such products are readily available at a similar cost to an equivalent higher energy product. As one of the largest producers and marketers of non-alcoholic beverages we promote physical activity through our active lifestyles programme and sponsorship of sport. Through new product development we will continue to release a range of new types of drinks, including low or no kilojoule products as we look at ways in which to cater to those people who wish to reduce energy intake through selection of lower energy beverages. Children and the role of our beverages Coca cola respect and support the primary role that parents play in decisions affecting the lives of young children, including choices about diet and lifestyle. Beverage choice, like food selection, is a role for parents and we assist them in this through the provision of nutrition information and by making available a wide range of products suitable for all ages, stages and occasions. Coca-Cola's longstanding global policy ensures we do not directly market our products to children under the age of twelve. Our brands are not advertised during children's television times and we do not show children under 12 in advertising or promotional materials drinking our products outside of the presence of an adult. Our sampling events are directed to people over the age of 12. In the small number of schools where we provide vending machines we work with the school to provide a range of beverages, and ensure that lower energy products are priced attractively and the packaging is in a single serve size. Guidelines have been established to oversee the manner in which we work with schools and their tuck shops. It is company practice to sell diet drinks and sugar-free alternatives at a similar price to regular carbonated soft drinks. Retailers offering ‘specials' are encouraged to include both the regular and diet versions of our soft drinks. Through new product development it aim to develop more products that meet the unique needs of children and will work with nutrition experts as we do this. For healthy active and growing children, beverages higher in energy can be enjoyed as part of a balanced and varied diet. However, we also provide a range of low or no-kilojoule products also suitable for children. Supporting sport and physical activity Globally, The Coca-Cola Company has a long history of supporting sport and activity. have been a major Olympic Games sponsor since 1928 and also sponsor major international sporting events. Coca-Cola has been an All Black sponsor for the past decade and has also supported provincial netball and rugby. At a grassroots level, Coca-Cola has formed a partnership with the National Association of OSCAR (Out of School Care and Recreation) to develop and implement a national physical activity programme available to 75,000 young New Zealanders. In South Auckland, the Get Moving programme is working to encourage children to participate in local sports and recreation courses. The Pump water brand is now a major sponsor of the Heart Foundation's Jump Rope for Heart programme that runs in schools across New Zealand and through the Powerade sports drink brand, we support numerous sporting events around the country. Labelling All products of The Coca-Cola Company provide clear nutrition information in compliance with international regulations. Packaging Coca-Cola is committed to strict environmental guidelines, and to ensuring our packaging has as little impact as possible on the environment. To this end, a recycling project was introduced in New Zealand during 2001 which ensures our PET bottles contain an average of 10% recycled material. Information Programmes Coca cola’s consumer contact centre provides around the clock access to information about the companies. Pricing It is company practice to sell diet drinks and sugar-free soft drink alternatives at a similar price to regular carbonated soft drinks. Similarly, any competitions or promotions of Coca-Cola can be entered by our consumers who purchase diet Coke. Although at the discretion of retailers, special offers and reduced prices on soft drinks are usually available for both the regular and diet versions of our soft drinks Brand extension :- Brand extension or brand stretching is a marketing strategy in which a firm marketing a product with a well-developed image uses the same brand name in a different product category. Organizations use this strategy to increase and leverage brand equity (definition: the net worth and long-term sustainability just from the renowned name) [pic] [pic] [pic] [pic] [pic] Conclusion:- The progress and advancement in the field of technology in the fields of soft drink raw material, production, manufacturing, information and communication technology and logistics have great positive impacts on the operations and sales of Coca-Cola. The availability of new soft drink ingredients enables Coca-Cola to introduce new variety of its products to its existing consumers, not forgetting to attract the new consumer groups. The use of the latest information technology has made able the company to attract the new generation of soft drink consumers with the latest features of song downloading. Also the existence of company website has enabled the world to be in touch with the latest progress, promotions and offers of Coca-Cola.