United Nation Organization Essay Example for Free

United Nation Organization Essay United Nations Organisation was established after World War II with a motto to maintain world peace. And this in fact is known to every one of us in general. But the question is, was this really successful in doing the same i.e., maintaining the peace in every part of the world or are there any failures? Perhaps this is also one of the most important area to assess. Successes and Failures of the United Nations since its establishment, i believe is a very essential topic to be focused. Here are some of the positive roles played by UN and its failures. Successes of the United Nations The First and foremost it has prevented the occurrence of any further world wars. Instrumental in the maintenance of international balance of power. It played a Significant role in disarming the world and making it nuclear free. Various treaty negotiations like Partial Test Ban Treaty and Nuclear non-proliferation treaty have been signed under UN. Demise of colonialism and imperialism on one hand and apartheid on the other had UN sanctions behind them. UN Acted as vanguard for the protection of human rights of the people of the world, Universal Declaration of Human Rights, 1948. Despite crippled by Bretton Woods Institutions, UN has played limited but effective role on economic matters. Supported the North-South dialogue and aspired for emergence of new international economic order. Agencies of United Nations like WHO, UNICFF, UNESCO have keenly participated in the transformation of the international social sector. Peace keeping operations, peaceful resolution of disputes and refugee concerns had always been on the list of core issues. Since 1945, the UN has been credited with negotiating 172 peaceful settlements that have ended regional conflicts. The world body was also instrumental in institutionalization of international laws and world legal frame work. Passage of various conventions and declarations on child, women, climate, etc, highlights the extra-political affairs of the otherwise political world body. It has successfully controlled the situation in Serbia, Yugoslavia and Balkan areas. A number of peace missions in Africa has done reasonably well to control the situation. Failures of the United Nations: UN opinion on Hungary and Czechoslovakia were ignored by the erstwhile Soviet Union in 1950s. Israel had been taking unilateral action through decades in its geographical vicinity and nothing substantial has come out even by September 2010. No emphatic role in crisis of worst kinds like the Cuban Missile Crisis, Vietnam crisis etc. UN was nowhere in the picture when the NATO rained bombs over former Yugoslavia. Uni-polarity and unilateralism has shaken the relevance of the world body. Unilateral action in Iraq was bereft of UN sanction. Failed to generate a universal consensus to protect the deteriorating world climate, even at Copenhagen in 2009. Number of nuclear powers in the world has kept on increasing. UN Could not control the horizontal expansion and proliferation of weapons and arms. Financial dependence on the industrialized nations has at times deviated UN from neutrality and impartiality. The world body has failed to reflect the democratic aspiration of the world. Without being democratic itself, it talks of democratization of the world. Aids is crossing regions and boundaries both in spread and intensity. Domestic situation of near anarchy in Iraq and many regions of Afghanistan, despite on active UN. The US President scheme of withdrawal has not able to bring any specific solutions in the region. In fact, the situation has been further aggravated. The UN totally exposed in the case of US invasion on Iraq in name for the search weapon of mass destruction. US has withdrawn its combat forces but the law and order and mutual distrust has worsened and at this juncture UN seems to be clueless.

Elizabeth Essay -- essays papers

Elizabeth The 1998 movie â€Å"Elizabeth,† directed by Shekhar Kapur, from a script by Michael Hirst, is a historical epic that takes place during and after the mid-16th-century period when England’s Princess Elizabeth was nearly eliminated by her half-sister, Queen Mary. It portrays the events of Mary’s death, Elizabeth’s ascension to the throne, and the struggles and events that she must overcome in order to preserve the strength of the English Monarchy, and establish Protestantism as the chief English religion. She must also maintain her stability and safety as a female ruler in a male-dominated society. The movie is beautifully made, with eloquent and realistic costumes, and prominent actors, and it successfully turns an important historical period into a riveting drama filled with action and romance. However, looking at â€Å"Elizabeth† from a historical standpoint, it is lacking in terms of accuracy. The chronological events in the movie do not follow with the historical events, and instances that happened over many years are crammed into a short period of time. Also, many events are exaggerated, or even completely made up in order to add to the dramatic appeal of the movie. Despite these flaws, â€Å"Elizabeth† does correctly relate the main aspects of Queen Elizabeth I’s rule. Elizabeth was born in 1533, the daughter of the infamous Henry VIII and his second wife, Anne Boleyn. When Elizabeth was three, her mother was beheaded for treason and adultery, and Parliament declared her marriage to Henry invalid, which made Elizabeth illegitimate. Her chances of ever ascending the throne were again thwarted by the birth of Edward, the son of Henry and his third wife. When Edward, a Protestant, died in 1553, his older half-sister, Mary, a Catholic, took the throne. Mary always held bitter feelings toward Elizabeth because Anne Boleyn treated Catherine of Aragon, Mary‘s mother, badly. To avoid angering Mary, Elizabeth â€Å"conformed outwardly to Catholicism,† but she secretly hoped and plotted to restore Protestantism. She was briefly locked up in the Tower of London, and was almost executed. The movie begins with the execution of three Protestant activists, ordered by Mary, illustrating her hatred and intolerance for Protestants. In order to avoid angering Mary, â€Å"Elizabeth continually had to proclaim her pious distaste for heresy.†(Jagger) In the movie, Mary ... ...o about two hours, and make these two hours interesting. To do so, facts had to be manipulated in order to make the movie more interesting and easy to follow. Important characters were omitted, conspiracies grouped together, and people were misrepresented. Elizabeth was portrayed as a happy and fun-loving young woman, when historians describe her as a somewhat cold-hearted woman who shared her father’s nasty temper. The filmmakers turned the history into a drama that has the essential characteristics of any entertaining movie: suspense, good guys and bad guys, and a riveting love story. They were not attempting to make an accurate documentary of Elizabethan England, but a dramatized interpretation of it that would be enjoyable to viewers, and provoke interest in the Elizabethan era. Bibliography: Hartl, John. Movie Review: ‘Elizabeth’ is unstuffy historical epic, stirring up overlooked British history† November 20. McCaffrey, Wallace, Susan Doran, Chris Haigh, and Norman Jones. Ridley, Jasper. The Shrewdness of Virtue . London: Viking Penguin Inc, 1987 Encyclopedia Britannica 1999-2000 Elizabeth I. Crown Copyright, 1997, 1998, 1999.

Legal Reasoning

Introduction:This paper aims to draft what I believe to be the US Supreme Court opinion for the case of Brigham City, Utah V. Stuart including the concurring and dissenting opinions. Knowledge from of the Fourth Amendments will be used to draft the opinion or opinions and an identification of particular justices with each of the opinion will be made as much as possible.In as much that the Supreme Court has made the decision (May 22, 2006) on the matter, at the time of theis, this paper is now converted into a digest of the case but still following the structure of the original instruction that is to draft (now to analyze) the opinion (now the decision) of the Supreme Court with the concurring and dissenting opinions.2. Analysis:Facts:   The policemen were responding to a 3 a.m. call about a loud party by arriving at the house in question when the said policemen heard shouting inside said house. They then proceeded down the driveway, and saw two juveniles drinking beer in the backya rd. The police then entered the yard where they saw through a screen door and windows an altercation in the kitchen between four adults and a juvenile, who punched one of the adults, causing him to spit blood in a sink. (Cornell Law School, n.d.) (Paraphrasing made)An officer from the group of policemen opened the screen door and announced the officers’ presence. After having been ignored amid the commotion, the officer entered the kitchen and again cried out, whereupon the squabble gradually subsided. The officers made an arrest of the respondents and charged them with contributing to the delinquency of a minor and related offenses. The trial court granted private respondents’ motion to suppress all evidence obtained after the officers entered the home on the ground that the warrantless entry violated the Fourth Amendment, and the Utah Court of Appeals affirmed.The State Supreme Court affirmed further by holding that the injury caused by the juvenile’s punch wa s insufficient to trigger the â€Å"emergency aid doctrine† because it did not give rise to an objectively reasonable belief that an unconscious, semiconscious, or missing person feared injured or dead was in the home. In addition, the same Supreme Court suggested the doctrine was inapplicable because the officers had not sought to assist the injured adult but had acted exclusively in a law enforcement capacity. It further held that the entry did not fall within the exigent circumstances exception to the warrant requirement.   (Cornell Law School, n.d.) (Paraphrasing made)The issue in said case is whether or not the police may enter a home without a warrant under the given circumstances as described above.The US Federal Supreme Court held that the police may enter a home without a warrant when they have an objectively reasonable basis for believing that an occupant is seriously injured or imminently threatened with such injury. The Supreme Court said:Because the Fourth Amen dment’s ultimate touchstone is â€Å"reasonableness,† the warrant requirement is subject to certain exceptions. For example, one exigency obviating the requirement is the need to render emergency assistance to occupants of private property who are seriously injured or threatened with such injury. Mincey v. Arizona, 437 U.S. 385. This Court has repeatedly rejected respondents’ contention that, in assessing the reasonableness of an entry, consideration should be given to the subjective motivations of individual officers. Because the officers’ subjective motivation is irrelevant, Bond v. United States, 529 U. S. 334, n. 2, it does not matter here whether they entered the kitchen to arrest respondents and gather evidence or to assist the injured and prevent further violence. Indianapolis v. Edmond, 531 U. S. 32, and Florida v. Wells, 495 U. S. 1, distinguished.Relying on this Court’s holding in Welsh v. Wisconsin, 466 U. S. 740, that â€Å"an importan t factor to be considered when determining whether any exigency exists is the gravity of the underlying offense for which the arrest is being made,† respondents further contend that their conduct was not serious enough to justify the officers’ intrusion into the home. This contention is misplaced. In Welsh, the â€Å"only potential emergency† confronting the officers was the need to preserve evidence of the suspect’s blood-alcohol level, an exigency the Court held insufficient under the circumstances to justify a warrantless entry into the suspect’s home. Ibid. Here, the officers were confronted with ongoing violence occurring within the home, a situation Welsh did not address. (Cornell Law School, n.d.)The Supreme Court further added that the officers’ entry here was plainly reasonable under the circumstances. It said that given the tumult at the house when they arrived, it was obvious that knocking on the front door would have been futile a nd that moreover, in light of the fracas they observed in the kitchen, the officers had an objectively reasonable basis for believing both that the injured adult might need help and that the violence was just beginning.The court explained that nothing in the Fourth Amendment required them to wait until another blow rendered someone unconscious, semiconscious, or worse before entering. It further said: â€Å"The manner of their entry was also reasonable, since nobody heard the first announcement of their presence, and it was only after the announcing officer stepped into the kitchen and announced himself again that the tumult subsided. That announcement was at least equivalent to a knock on the screen door and, under the circumstances; there was no violation of the Fourth Amendment’s knock-and-announce rule. Furthermore, once the announcement was made, the officers were free to enter; it would serve no purpose to make them stand dumbly at the door awaiting a response, while t hose within brawled on, oblivious to their presence.† (Cornell Law School, n.d.) (Paraphrasing made)The Supreme Court reversed and remanded the UTAH Supreme Court’s decision via a unanimous decision, hence there, is no dissenting opinion.   Chief Justice ROBERTS delivered the opinion for a unanimous Court while Justice STEVENS filed a concurring opinion.3. Conclusion:The case was unique in the sense that a state court namely the UTAH Supreme Court, which has decided unanimously, was reversed by the US Federal Supreme Court also unanimously. The case involves the interpretation of the Fourth Amendment where there the policemen were upheld in effecting the arrest in the absence of the warrant since the case is case falling under justified exceptions.Bibliography:Bond v. United States, 529 U. S.Cornell Law School, (n.d.), BRIGHAM CITY v. STUART (No. 05-502) , 2005 UT 13, 122 P. 3d 506, reversed and remanded, {www document}   URL   http://www.law.cornell.edu/supct/htm l/05-502.ZS.html, Accessed June 10,2006. Florida v. Wells, 495 U. S. 1Fourth Amendment , United States Constitution Indianapolis v. Edmond, 531 U. S. 32Mincey v. Arizona, 437 U. S. 385 Welsh v. Wisconsin, 466 U. S. 740

evolution - 898 Words

The majority of people in this world believe that a spiritual being created earth. In fact, quot;most religions and cultures believe the universe was created by a creative hand, either a sky god or some other physical objectquot; (Encarta 1). Think of it, as a trial to see which will win, creation or evolution. It has been the most argued debate in all of history, but creationism is more logical than evolution. To first understand what creation is about, we have to know what creation is. The Bible defines creation as the action by God that brought the universe and all its contents into being. The Bible also states, quot;God created great whales and every living creature that moveth, and so God created man in his own image, in the†¦show more content†¦Michael Behe, author of the recent bestseller Darwins Black Box, states, quot;I was amazed that people believe in evolution when there was this clear argument against itquot; (Behe 3). At first Darwinism was taught at schools, but there were so many flaws that these ideas were turned down, and a different form of evolution was taught. The new form was then taught along with a type of scientific creation (Encarta 2). This shows that schools feel that Darwin was wrong, and Darwin is evolutions top scholar. nbsp;nbsp;nbsp;nbsp;nbsp;In order to disprove a way of thinking we must first know what we are trying to disprove. The definition of evolution is the complex process by which living organisms originated on earth and have been diversified and modified through sustained changes in form and function (Encarta 2). Thomas Robert Malthus first stated that the human population was growing too fast for the food supply. This, he said, quot;Is regulated by disease, famine, and warquot; (Infopedia 1). Darwin applied this to animals and plants and came up with the theory of evolution by natural selection. His theory stated that the children of a species intensely compete for survival. Those young that survive to produce the next generation tend to be embodying favorable natural variations and these variations are passed on by heredity. Therefore, each generation willShow MoreRelatedEvolution And Evolution Of Evolution957 Words   |  4 Pagesthe theory of evolution. To understand why the teachin g of evolution in school is important, it’s important to understand what it is, how it works, and how we benefit from its evolutionary history. Evolution is the steady development of different kinds of living organisms that have diversified from earlier forms throughout the generations. Without evolution, biology wouldn’t make sense because evolution is its key principle that connects and explains many facets of life. Evolution is a very importantRead MoreEvolution And Evolution Of Evolution1333 Words   |  6 PagesWhat is Evolution? Evolution is the modification of characteristics of living organisms over generations (StrangeScience.net, 2015); it is the gradual process of development by which the present diversity of living organisms arose from the earliest forms of life, which is believed to have been ongoing for at least the past 3000 million years (Hine, 2004). Common ancestry are groups of living organisms that share the most recent common ancestor, by which scientific evidence proves that all life onRead MoreEvolution And Evolution Of Evolution1054 Words   |  5 Pages Evolution is something that can be taken into different meanings, from the way you live. Some people can accept evolution and some can’t. The meaning of evolution is the way a different animal or species came to be, and how they are linked to a different of species that all share a common ancestor (an introduction to evolution). There is a lot of evidence to shows that evolution is can be proven like DNA Sequences, Fossil Records, Cladograms, and analogous/homologous structures, because there areRead MoreEvolution And Evolution Of Evolution1328 Words   |  6 PagesWhat is the theory of evolution? Many people who don’t understand science or Biology don’t know how to answer this question. â€Å"Evolution is the process of biological change by which descendants come to differ from their ancestors.† In our society today, there is many conflicts that exist between creationism which is the belief that a higher power created the Earth and made living things and the theory of evolution. Some people are debating whether to teach evolution in schools because theRead MoreEvolution And Evolution Of Evolution1079 Words   |  5 PagesEver wondered when the course of humans began or better yet if people started the way that they are? Modern humans started 200,000 years ago, but were not alway like this. The process of evolution brought us to humans. According to Evolution: The Human Story, evolution is the process by which organisms change over the course of generations. It is also compelling because ancestors can give rise to other relatives or descendants. Archeologists now know that not only humans evolved because paleontologistsRead MoreEvolution And Evolution Of Evolution884 Words   |  4 Pages Evolution Evolution, a change in the genetic makeup of a subgroup, or population, of a species (Nowicki 10). Every living thing in the world is capable of evolving into something. Cells evolve to perform different tasks and to become stronger. Charles Darwin is the founder of evolution, he realized that species change over time to ensure survival. The future of evolution can not be predicted. Everything in our universe starts out as a single celled organism. All life traces back to three billionRead MoreEvolution Of Evolution And Evolution2000 Words   |  8 Pages Title: Evolution Author: Annette Gonzalez December 9, 2014 Abstract: This paper will cover the topic of evolution of organisms. Evolution is the process of constant change from a lower, more simple to better, complex state (Merriam-Webster, 2014). In this essay, there are different philosophies that support the idea of evolution. For instance, there is anatomical, homology, natural selection evidence. This ideas will be explained in more detail in the body of the paperRead MoreEvolution And Evolution Of Evolution983 Words   |  4 PagesMost things in science all eventually lead back to one thing, evolution. Evolution has been an interesting topic since mankind could wrap its mind around the concept. Whether one believes in it or not, it is hard to deny the cold hard facts that back up how every being has changed from its original form of life. From plants to humans, everything has adapted and evolved to be able to adjust to climate changes, habitats disappearing, and new predators. All it takes is for one mutated gene to get aRead MoreEvolution And Evolution Of Evolution1154 Words   |  5 Pages EVOLUTION Evolution is a scientific theory that was first introduced in the mid 1800’s and it refers to the biological changes that take place within a population of a specific species over the course of many generations. This theory was one of the most scientifically groundbreaking discoveries of our time, and since its discovery, scientists have been working hard to find more and more evidence on the subject. Although there is much controversy on the subject of evolution, it is hard to ignoreRead MoreEvolution And Evolution Of Evolution1110 Words   |  5 PagesEvolution What is evolution? How did life even come about? People really ask this questions not knowing how this thing called life came about. With this being said this is where we come back to the question of what is evolution. Evolution the process in which life undergo changes over time. Also where organisms are transformed or adjust into something different in order to cope with different surrounding changes. Just like anything else there is more to evolution than just a change over time there

Book Report on Fundamental Principles of the Metaphysic of...

Book Report on Fundamental Principles of the Metaphysic of Morals by Kant Kant states (38,) act as if the maxim of thy action were to become by thy will a universal law of nature. This categorical imperative forms the basis of his book, Fundamental Principles of the Metaphysics of Morals. Though at times his writing is confusing Kant lays out his logic as to what a categorical imperative is. Kant divides the book into three sections. The first explains the transition from everyday moral beliefs to the philosophy of those morals. The transition from popular moral philosophy to the metaphysics of morals is explained in Section II. Kant ends the book explaining how the metaphysics of morals is seen in everyday moral†¦show more content†¦Kant provides two reasons to study the metaphysics of morals. First, to understand a priori morals we must investigate their course. Second, morals may be corrupted if we fail to understand and estimate them correctly. Section 1 begins with the idea that the only thing absolutely good is a good will(11). Accord ing to Kant acts of courage and perseverance can be negative if a dubious idea is driving them. Kant uses Duty as an example of good will but provides three qualifications. For an action to have moral worth it must be done from duty. He is careful to distinguish three forms of duty; from duty, conforming to duty and as duty requires (15). A morally good action is not based on anything or done out of want for any object or inclination. It is performed simply because it is. For example, a man rescues a cat from a tree because he knows there is a reward offered. The man performs the act for a monetary purpose. An act driven by any possible reaction can not be based on good will. Good will is good in itself (12). In Section II Kant provides an in-depth explanation of what a categorical imperative is. He first defines an imperative as a command that is obligatory for a will (30). In other words it is something we ought to do. He goes on to differentiate the two kinds of impera tives, hypothetical and imperative. An action based on a hypothetical imperative is done for the result while aShow MoreRelatedKant and Equality7623 Words   |  31 PagesKANT AND EQUALITY Some readers of this essay will have become impatient by now; because they believe that the problem that perplexes me has been definitively solved by Immanuel Kant. It is certainly true that Kant held strong opinions on this matter. In an often-quoted passage, he reports a personal conversion from elitism: â€Å"I am myself a researcher by inclination. I feel the whole thirst for knowledge and the eager unrest to move further on into it, also satisfaction with each acquisition. ThereRead MoreLegal and Ethical Aspects of Health and Social Care2148 Words   |  9 PagesEthics refers to beliefs and value system to moral community, social and professionals groups.   To live in the society and to have flourishing people within the society individuals must have rules and regulations in place so that people can be prevented from any kind of harm and so that they can live a healthy life style. Ethics promotes education and training to assist individuals to develop the skills needed to co mpete and to achieve the response for moral action. Warnock (19980) cited in (Banks 2006)Read MoreThe Moral Status And Considerateness Of Nonhuman Animals2364 Words   |  10 Pages Assignment 1 Jurisprudence Essay Assignment Table of Contents 1 Introduction 2 Rights 3 Speciesism 4 Philosophy of nonhuman right 4.1 Moral status and considerability 4.2 Utilitariansim 4.3 Contractualism 5 Medical experimentations 5.1 Chimpanzees should be protected? 5.2 Human in vegetative states available? 6 Cases claiming rights for nonhuman animals 7 Conclusion Question 4 Nonhuman animal rights 1 Introduction Hominum causa omen ius constitutum, a phraseRead MoreThe Controversy of Physician-Assisted Suicide2574 Words   |  10 Pageshighly controversial for many years in the United States, and the controversy continues today with no apparent end in sight. The idea that a doctor would assist a voluntary patient with that patients death is repugnant to many people on ethical, moral and philosophical grounds. Still, physician-assisted suicide is legal in Oregon, Montana and Washington State, and in four other states (North Carolina, Utah, Wyoming and Ohio) physician-assisted suicide is not a technically illegal albeit it is notRead MoreSources of Ethics20199 Words   |  81 Pages3- PHILOSOPHICAL: 55 2.31- Contribution Of In Ethics By The Source Of Philosophical Systems: 55 2.32- Contribution of Aristotle: 57 2.33- Contributions By Other Important Philosophers: 58 2.34- Rights Theory: 64 2.35- Contribution By KANT: 65 2.36- Contribution By ROSS: 66 2.4- CULTURAL: 68 2.5- LEGAL SYSTEM: 71 2.6- CODES OF ETHICS: 74 2.61- Company Codes: 74 Code of ethics (corporate or business ethics) 74 code of ethics(business of ethics) 75 Code of conductRead MoreProfessional Ethics10396 Words   |  42 Pagesnetwork of individuals, each with his own agenda in life, each working primarily for his own profit, and each interacting with others only if it is to his benefit. Business is a social world governed by self interest, and moral evaluations of self interest that determine moral evaluations of the business world.  Ã‚   My purpose in this essay is to defend the egoism that the business world depends upon. Business is about production and trade. Production is a consequence of individuals’ taking responsibilityRead Moreethical decision making16006 Words   |  65 Pageslike there are no â€Å"right† answers. What are your reactions to the three ethical dilemmas? What other information would be helpful to know about these situations to make a decision? CHAPTER FOCUS Virtue or Character Ethics Principle-Based Ethics: Developing Moral Rules Utilitarian Theories: Doing the Most Good for the Most People Deontological Theories: Balancing Rights and Obligations Justice in Health Care Values and Health Policy Ethics of Care Ethical Problems Faced by Community

Impending Death inThe Stranger by Albert Camus Essay

In The Stranger by Albert Camus, the main character, Meursault, is an absurdist who lives in the moment and refuses to be distracted by societal norms. He views the world as random and is indifferent to it. But to many French people living in Algeria, religion, social order and character are intertwined and are imperative to human life. Camus uses the crucifix and the courtroom to convey the idea that religion is man’s desperate attempt to create meaning in life where there is none. The entire second half of the novel is set in the courtroom, which symbolizes society’s views towards life and social order. After Meursault murderers an Arab man on the beach while vacationing with his friends, he is convicted and is placed on trial for his†¦show more content†¦Both Meursault’s lawyer and the prosecutor create explanations for Meursault’s crime that are based on reason and logic. The prosecutor even claims to have figured out the intent behind Meursault’s actions saying, â€Å"I have retraced for you the course of events which led this man to kill with full knowledge of his actions†(100). However, rationalizing behavior only serves to deny the alarming idea that the world is completely random. Therefore, Meursault’s trial shows absurdity and society’s futile attempt to impose rationality on every aspect of the universe. The crucifix not only symbolizes Christianity, but also the afterlife, social order, and society’s acceptance of a deeper meaning. When the magistrate demands to know why Meursault continued to shoot the Arab’s body, he is unable to get the answer he wants. Meursault quietly observes when â€Å"he took out a silver crucifix which he brandished as he came toward me...Speaking very quickly and passionately, he told me that he believed in God, that it was his conviction that no man was so guilty that God did not forgive him, but in order for that to happen a man must repent and in so doing become like a child whose heart is open and ready to embrace all...He was waving his crucifix almost directly over my head† (68). Although the magistrate tries to be threatening, Meursault views him as being foolish because it didnt matter why he hesitated

Keller’s Brand Value Chain Free Essays

The Brand Value Chain(BVC) is a structured approach to assessing the sorces and outcomes of brand equity and the manner by which marketing activities create brand value. It provides insights to support the various decision makers in the company and stresses that every member of the company contribute to this branding effort. It believes that the value of rand ultimately resides with customers. We will write a custom essay sample on Keller’s Brand Value Chain or any similar topic only for you Order Now There are several steps to this when we look at this value creation process. Step I) Firm invests in a marketing program targeting actual or potential customers * Step II) The associated marketing activity then affects the customer mind-set –what the customers know and feel about the brand. * Step III) This produces the brand’s performance in the marketplace – how much and when customers purchase, the price that they pay and so forth. * Step IV)The investors considers this market performance and other factors to arrive at an assessment of shareholder value in general and a value of the brand. This model also assumes that there are a number of linking factors that intervene between these stages. These linking factors determine the extent to which value created at one stage transfers or â€Å"multiplies† to the next stage. * The three stages of multipliers moderates transfer between the marketing program and the three value stages: the program quality multiplier, the marketplace condition multiplier and the investment sentiment multiplier. Step I) Marketing Program Investment Firm invests in a marketing program targeting actual or potential customers. This can be intentional or unintentional.It is outlined by many activities such as product research, development, design, trade or intermediary support; marketing comm incl advertising, promotion, sponsorship, direct and interactive marketing, personal seling, publicity and personal relations and employee training. Big not always good. Multiplier I) Program Quality Multiplier The ability of the marketing program to affect the consumers will depend on its quality. The question is on what basis should it be judged. There are four major ones 1) Clarity: The understability of the brand is what is meant here.A brand with strong clarity will be easily interprested and evaluated by the consumers. It should leave an imprint and should not leave a doubt in the consumers mind when a brand is put in front off them. The program should answer the question of what is the brand. 2) Relevance: This is the meaningfulness of the program. A brand with strong relevance should make consumers take the brand seriously. It should make them believe that the brand exists for a reason. It should be clear to them about WHY they need it. 3) Distinctiveness: It is matter of uniqueness.The program should be differentiated so it doesn’t get lost in the sea of millions of other programs available to the consumers. It should be able to explain the brand to the people by grabbing their attention. 4) Consistency: The marketing program needs to cohesive and well-integrated. All the aspects must converge to create an impact on customers. And, it should also not differentiate from the past programs greatly and if there is a need to there needs to be a balance of continuity and change while evolving the brand in the right direction. Step II) Consumer Mind-SetThe associated marketing activity then affects the customer mind-set – what the customers know and feel about the brand. The mind-set includes everything that exists in the minds of the consumers: thoughts, feelings, experiences, images, perception and attitudes. If we understand this we can pretty much gauge the value of the brand. There are mainly five dimensions 1) Brand Awareness: The extent and ease with which customers recall and reorganize the brand and can identify the products and services with which it is associated. It measures consumers’ knowledge of a brand’s existence.This is probably the first step to having a mind-set as without knowing a brand, one cannot judge it. A deep and broad brand awareness is what most companies look for. 2) Brand Association: The strength, favorability and uniqueness of perceived attributes and benefits for the brand. This is the sectors which give key sources of brand equity as these are the means that satisfy the needs of the consumers. If they see that a brand fulfills a task that they need whether functionally, aesthetically, socially or otherwise, it would have major brand associations. ) Brand Attitudes: These are overall evaluations of the brand in terms of its quality and satisfaction it generates. Positive brand judgements. A customer after fulfilled with his need needs to feel that the brand is awesome. 4) Brand Attachment: The degree of loyalty the customer feels towards the brand. A strong form of attachment, adherence, is the consumer’s resistance to change and the ability of a brand to withstand bad news like product or service failure. In extreme cases, it could lead to addiction. It is the next step after strong brand attitudes. ) Brand Activity: The extent to which customers use the bran, talk to others about the brand and seek out brand information, promotions and events. The interesting thing here is how brand awareness and associations are part of salience when it comes to CBBE. The Brand Attitudes deals with judgements and feelings and brand attachment and activity is to do with resonance. Essentially the brand building process is putting out in customer mind-set. The above two steps relate to price premiums and elasticity. Especially the second one. Multiplier II) Marketplace Conditions MultiplierThe extent to which value created in the minds of customers affects market performance depends on factors beyond the individual. An individual might have high resonance with the brand but if the market conditions that is the external environment of the brand is not supportive, it can be disastrous for the brand’s market performance. Some of these factors include: 1) Competitive Superiority: If the competition has better programs, it is definetly going to harm your brand as the mindspace for your line of product cateogory will be taken by that of your competitor. ) Channel and Other Intermediary Support: After your brand is out there in the market, it goes into the hands of various other intermediaries such as franchisees, distributers, retailers etc. who have as much impact on the brand as the marketing program itself. So, unless they reinforce the same brand values that the marketing program does. 3) Customer Size and Profile: In the end, it depends on your customers, who are they? What are they capable of spending? Is it Profitable to cater them? These questions are as important as any.Unless the customer size is huge and hence, the profile is broad, a marketing program may not have enough impact. Step III) Market Performance This produces the brand’s performance in the marketplace – how much an d when customers purchase, the price that they pay and so forth. Brand value is created by several ways: 1) Price Premiums and Elasticity: Greater price premiums and ore elastic responses to price decreases and ineleastic responses to price increases. This is contributed by the first two things. 2) Market Share: The amount of the brand that people buy in a particular category. ) Brand Expansion: The success of the brand allows it to have the ability to add enhancements to the revenue streams by category extensions and new-products. 4) Cost Structure: Reduced marketing program expenditures thanks to the prevailing customer mind-set. When customers already have favorable opinions and knowledge about a brand. Any aspect is likely to be more effective for the expenditure level. Also lower cost because ads are more memorable, sales calls, more productive and so on. 5) All these lead to Brand Profitability. Multiplier III) Investor Sentiment MultiplierFinancial analysts and investors consider those of factors in arriving at their brand valuations and investment decisions. Some of them include: 1) Market Dynamics: The financial market that the brand is important as it fives the brand the necessary tools for its success. These include interest rate, investor sentiment, supply of capital etc. 2) Growth Potential: The rate at which the economy grows, country policies, PESTEL. Etc affects the growth of the brand too. 3) Risk Profile: Despite of the success of the brand, it might be risky based on the needs it fulfills. Its vulnerability about its facilitating and inhibiting factors. ) Brand Contribution: The importance that the brand has in its bigger portfolio also matters. If it is consequential, the ups and downs of the market performance may really affect the shareholder value. Step V) Shareholder Value The final step which involves both current and forecasted information about the brand as well as many consideations, the financial market formulates opinions and assessments that have very direct financial implication for the brand value. The most important indicators are the stock price, the P/E multiples and overall market capitalization for the firm. How to cite Keller’s Brand Value Chain, Papers