Innocence Is The Quality Of Being Free From Guilt, Sin Or...

Innocence is the quality of being free from guilt, sin or moral wrong. A synonym for the word child is innocent . This broad concept of childhood innocence is thoroughly explored through its significance throughout The Catcher In The Rye by J.D. Salinger. It exposes the theme of the coming of age, as well as the circumstances that accompany it, all revolving around the loss of innocence. The protagonist, Holden Claufield, is an open-minded yet phony individual whom experiences this loss himself in various aspects of his adolescence. As a protector of innocence, Holden is devoted to preventing his own maturity, maintaining childhood naivete and he struggles to accept that change is inevitable. Through feigning adulthood, Holden yearns to prolong his own innocence. Preserving mental bonds to childhood is a predominant compulsion to him. In the moment that Holden is walking down Fifth Avenue and pondering upon disappearing from New York, he states, â€Å"Every time I d get to the en d of a block I d make believe I was talking to my brother Allie. I d say to him, Allie, don t let me disappear. Please, Allie. † (198). Holden hits the nadir of his life in wanting to run away from everything and therefore undergoes a psychotic breakdown as perceived in his speculation. It seems as though Holden s younger brother Allie is his only solace, as he is one of the few people that he refers to with sincere affection throughout the novel. Holden s constant reference to AllieShow MoreRelatedThe Loss Of Innocence By William Golding2100 Words   |  9 PagesMutated Innocence: Rough Copy Innocence is a characteristic that humans possess from birth. It is a quality of being free from guilt, sin, or moral wrong. When humans begin to mature, their innocence can evolve into one that benefits them as they start to gain knowledge or have experience; alternatively, it can also lead to a disadvantage, as a result of humans tending to misuse what they achieve through their life. In Lord of the Flies, William Golding displays the central theme of innocence, as aRead More Alienation and Moral Dilemma as Portrayed by Nathaniel Hawthorne1869 Words   |  8 PagesAlienation and Moral Dilemma as Portrayed by Nathaniel Hawthorne Nathaniel Hawthorn was born in Salem, Massachusetts in 1804 during Puritan times. He created many stories that reflect his life experiences growing up as a Puritan. He writes stories that end with a moral that was learned through the struggles of the characters. These characters are almost always faced with a dilemma where they must choose what is right versus what is wrong. Another common theme in his writing is alienationRead MoreRelationship Between Law and Journalism2155 Words   |  9 Pagesof society. The lawyer should in a very real and vital sense consider society’s welfare. Criticisms many and various are made upon the courts and lawyer and the machinery set up to establish, in legal ways, justice. All considered criticisms result from a feeling that neither law nor journalism is justifying itself, as it might do, in its relation to present day society. We are told, and with considerable truth, that we have a disorganized judicial system without unity and without adequate effectivenessRead More Revelation through Experience in Heart of Darkness, Going After Cacciato, and The Things They Carri3247 Words   |  13 Pagesforced to explore the darkest corners of being that exist inside every human being, male and female. Almost all of the novels are set during wartime and focus on the trials and tribulations faced by the common soldier. In his book The Great War and Modern Memory, Paul Fussell suggests that war literature can generally be broken down into three stages; the first being the innocence stage before the soldier goes to battle, the second being the loss of innocence precipitated by experiencing the horrorsRead MoreFemale Characters in Hamlet4091 Words   |  17 Page sIntroduction Shakespearean tragedy is a story of one, or at most two persons. As a rule, they are male protagonists. But to say that Shakespeare’s female characters are shallow, undeveloped and used just as a decoration on the stage is very wrong. Women in Shakespeare’s tragedies have no leading role and they are, to paraphrase Northrop Frye,[1] not tragic heroines, but heroines in a tragedy. All female characters in Shakespeare’s tragedies have one thing in common – they end up dead. It isRead MoreOscar Wildes The Picture Of Dorian Gray1807 Words   |  8 Pagesestablished on an affection. What is important most to Dorian, Lord Henry and the society is that whether a man is attarative rather than he is great on a basic level .Lady Narborough notes to Dorian, there is pretty much nothing qualification amongst morals and appearance: you are made to be great—you look so great. During Victorian period, men and ladies hunt down a perfect relationship in light of the desires of a demanding society. Breaking down the characters in Oscar Wilde s works demonstrateRead MoreCRM 1301 Midterm uOttawa Carolyn Gordon Essay10218 Words   |  41 Pagesthey shall stone them with stones: their blood shall be upon them. Assumptions of Demonology Secularization: a systematic and general attempt to explain something The world is a battlefield between supernatural forces of good and bad Deviance = sin Cause and cure of deviant behaviour in the realm of the supernatural Deviance has cosmic consequences 1. Harmful to victims 2. God 3. The entire cosmos Two paths to Demonic Deviance Temptation Model: Individuals are tempted and persuaded byRead MoreEvil a Learned Behavior6329 Words   |  26 Pagesemotions are constantly on the dark side for such a long period of time. What is right from wrong when the hate in our hearts makes us all make terrible mistakes and commit evil. The writings of Confucius say, â€Å"There is no light without darkness, no positive without negative, no good without evil.† Throughout the history of humanity, humans have committed inconceivable and unthinkable acts of cruelty towards one another. From the brutal wars during the times of the ancient Greeks and Romans, to the modernRead MoreANALIZ TEXT INTERPRETATION AND ANALYSIS28843 Words   |  116 Pagesarranged sequence of interrelated events that constitute the basic narrative structure of a novel or a short story. Events of any kind, of course, inevitably involve people, and for this reason it is virtually impossible to discuss plot in isolation from character. Character and plot are, in fact, intimately and reciprocally related, especially in modern fiction. A major function of plot can be said to be the representation of characters in action, though as we will see the action involved can be internalRead MoreJuvenile Crime Issues in Today’s Criminal Justice System18893 Words   |  76 Pages21st Century, Eleventh Edition, by Frank Schmalleger. Published by Prentice Hall. Copyright  © 2011 by Pearson Education, Inc. 542 PA R T 5 Special Issues We fight for our children, that they may enjoy the promise of America. We fight for their innocence and their dreams. It is a fight for our future. —Former U.S. Attorney General Alberto R. Gonzales Our society’s fearful of our kids. I think we don’t know how to set limits on them. They begin to behave in severely outrageous ways, and nobody stops

Communication Breakdown Free Essays

Communication Breakdown Deborah Tannen in her essay â€Å"Sex Lies and Conversation† points out the problems in communication between genders. She focuses on conversational styles and on how a person’s expectations of one’s reaction may cause misunderstanding. She emphasizes the importance of something she calls cross cultural communication. We will write a custom essay sample on Communication Breakdown or any similar topic only for you Order Now Tannen believes that in order to communicate properly with the opposite sex we must learn their culture and adapt to conversation with them. First, Tannen describes the differences in how children socialize. Most of what we know about communication we learned when we were children. When women are little girls, they have best friends, ones we can share our secrets with. When we get a little older and have a relationship with the opposite sex we expect the same kind of communication. Tannen believes the importance is not necessarily the topic but the feeling that you get from conversation and points out ,â€Å"What is important is not the individual subjects that are disclosed but the sense of closeness, of a life shared, that emerges when people tell their thoughts, feelings and impressions† (51). We must learn to socialize with the opposite sex the same way we do with the same sex. If we could learn to connect and have the â€Å"sense of closeness† with the opposite sex we might be able to communicate successfully. Tannen’s research has shown that men socialize differently as boys and â€Å"Since they don’t assume talk is the cement that binds the relationship, men don’t know what kind of talk women want, and they don’t miss it when it isn’t there†(51). Tannen points out that boys learn to communicate in larger groups, often struggling not to be in the subaltern position of the conversation. Men do not like to listen; they like to feel like they are the superior person in the conversation. (51) Communication starts in childhood and what we have learned to expect from conversations. Next, Tannen observes how men and women listen to each other and how this can cause misunderstanding between genders . She feels that there is confusion about what women expect and declares, â€Å"When women talk to each other in a close, comfortable setting, they often overlap, finish each other’s sentences and anticipate what the other is about to say† (53). Tannen also talks about listener noise. Women often will say â€Å"mhm† or â€Å"uhuh† and men do not do these things when they talk to each other. Women are looking for that â€Å"listener noise† and if he is silent, she thinks he is ignoring her but on the same token Tannen notes, â€Å"Men who expect silent attention interpret a stream of listener noise as overreaction or impatience† (53). Body language and conversational habits are causing women to feel like they are being ignored and men to feel as if they are being interrupted. When a woman is having a conversation they expect the listener to â€Å"express agreement† and be supportive of the conversation. Men, on the other hand, feel it is their conversational duty to express other positions in the argument. (53) Learning the importance of building a rapport with the person you are talking to may be another way to have successful conversation with the opposite sex. Finally, Tannen believes that learning how the opposite sex communicates is the key. If we can learn what to expect when communicating with someone then we can learn how to respond. Tannen suggests â€Å" A sociolinguistic approach by which male-female conversation is seen as cross- cultural communication allows us to understand the problem and forge solutions without blaming either party†(54). Tannen stresses the importance of telling the other person how you feel about their communication with you and advises,† Women who feel abandoned and deprived when their husbands won’t listen to or report daily news may be happy to discover their husbands trying to adapt once they understand the place of small talk in women’s relationships† (55). It is really not the male or females fault that we communicate the way we do but it is our fault if we do not speak up and tell them it bothers us. When we are in a relationship with another person we just have to adapt to the way they communicate to make the relationship work. If a woman learns to accept that her husband is not going to communicate with her like her best girlfriend did in her childhood then she can look for other people to hold those types of conversation with. (55) Learning to communicate with the opposite sex involves many different things. Communication is something that is learned in childhood but mostly with the same sex. In order to have a successful relationship with good communication we must understand that men and women have very different body language when communicating and that they do not respond the same. Accepting that there is a difference in the communication of genders and learning to adapt is paramount in relationships. Tannen, Deborah. â€Å"Sex, Lies and Conversation. † The Norton Mix. Judy Sieg. New York: W. W. Norton Company, 2012. 45-55. Print. How to cite Communication Breakdown, Essay examples

The Catcher In The Rye Creative Writing free essay sample

The Catcher In The Rye: Creative Writing Assignment Essay, Research Paper The Catcher in the Rye: Creative Writing Assignment Why the snake pit do so many people # 8217 ; s lives revolve around some stupid football games played on a Sunday afternoon. I mean, do people really bask watching a clump of overgrown idiots bang into each other for 3 hours? There are sometimes when I am amused by what happens in the game, but I can catch the high spots in five proceedingss on the intelligence alternatively of blowing my hole gross outing twenty-four hours. These idiots ( participants ) are acquiring paid 1000000s of dollars to run around on a football field all twenty-four hours long. That # 8217 ; s merely the beginning of the money they make. They get paid 1000000s to be in a commercial or say that they wear a peculiar trade name of gym shoes or something stupid like that. These cats have every modern convenience. They have warmers built into the benches for when it gets cold outside. For Christ interest, when it is hot outside they have fans that blow cold H2O on them, kind of like an air conditioner. Some of these cats even have the nervus to give up on a drama or two. They can even acknowledge to their fans thatthey didn # 8217 ; t want to acquire hurt or something truly stupid like that and anticipate them to still hearten for them. The worst portion about really traveling to wa tch a game at the bowl instead than on Television is the monetary values. To purchase a ticket for a place in the bowl truly is non that bad, but after that they charge an arm and a leg for whatever you buy. They do non allow people convey their ain nutrient into the game so when the witnesss get hungry the sunuvabitch # 8217 ; s charge hideous sums on the same nutrient that they sell in a supermarket for a one-fourth the monetary value. Peoples about have top be every bit rich as the participants to convey a whole household to the game and be able to feed them without traveling broke in the procedure. Anyway, the thing that pisses me off the most is these guiltless childs. It is non truly the childs that piss me off but the fact that they look at these idiot in uniforms and think of them as function theoretical accounts. Jesus Christ many of them are current or former drug user # 8217 ; s, steroid maltreaters, or even bridal maltreaters. Why do are youth look up to them? Hopefully they will recognize most of them are no function theoretical accounts. The people who should be their function theoretical accounts are the people which are in their lives on a day-to-day footing, non these bogus jocks. Parents, grandparents, aunts, uncles, instructors are merely some of the existent theoretical accounts our young person should look up to. However, no affair what I think, the amentias will go on to happen every Sunday.

Jay Ryan Essays - Oily Fish, Fisheries, Ichthyology, Sport Fish

Jay Ryan 3/25/99 American Enterprise: It's Worth Fishing For It was about 10:00 at night when my father enters my room and awakens me to get ready for our over night fishing trip. A long drive was ahead of us so I took the liberty to get some sleep. We finally made it to the boat dock around 11:00 and ended up leaving the harbor around midnight. Once more I had a long trip ahead of me so again I fell asleep. At around 4:00 in the morning I was awakened to the loud clanging of a bell. I had remembered that the captain of the boat had mentioned that if a bell were to sound that all passengers were to report to the deck immediately. The bell was more or likely a sign of boils. Boils were the bubbles in the water created when tuna was swimming around a school of bait. So of course I jumped up and ran with anticipation that we would be fishing so soon. Yet when I finally reached the deck I had found that the captain was merely having a test on how prompt the passengers were. Extremely disappointed and annoyed that first off the captain had that ner ve to wake me and then there weren't any fish, I retreated to my bunk. Once again I was awakened to the sound of a clanging bell. Unsure what the captain had to offer up on the deck I contemplated whether or not I should return to the deck. Remembering that I was adventurer, I took the risk and quickly jumped up, ran up the stairs, and once more was on the deck. This time I was greeted by a very bright sun and quickly ran to get my pole. Upon retrieving my pole I heard some one yell, "Boils off the bow" with out thinking twice I grabbed the anchovy, baited my hook, and dropped the bait over the side of the boat with high hopes that a tuna fish would find it most desirable. Yet time and time again I was unsuccessful. Seeing that everyone else on the boat wasn't having quite as hard of a time as me I was quickly becoming discouraged. Down to one my last anchovies I decided what the heck I might as well give it one more try. Once more I tossed the anchovy over the side of the boat and watched as it suddenly swam out of sight and then instantly my line began to run in a frenzy. Up and down, left and right, and any which way that fish felt he could get away. Feeling the tension on the string I slowly reeled him in. The closer and closer he got the more of a fight he put up. Adrenaline now took over my system. Seeing the fish I became overwhelmed with excitement, don't forget it had taken me about an hour to finally get a bite. With the fish in my grasp the line suddenly snapped. It was so close; it had to have been at least a 10-pound catch. With the excitement of the previous battle going through my mind I wasn't giving up now. My last anchovy, it's my pride, against the survival of a tuna. I ended that day with a 15-pound catch. It had been the largest fish caught on that boat. While sitting in my economics class, we were asked to evaluate the American Enterprise System and compare it to a modern day scenario. Of course my fishing trip stood out like a sore thumb. I then took each part of the trip and analyzed it. First off the false alarm by the captain represents Communism. Communism gets you all excited and wanting to get started yet when you finally arrive you find nothing. A matter of fact you find your self stranded in the middle of darkness wondering why you even got up. The only thing for a citizen under communist power can do is act much like I did and retreat. Now the American Enterprise System is what I awoke to the next morning. You find that skepticism is present and you don't know whether to lay there in bed or get

Performance Appraisal in Improving Employees Performance

Performance Appraisal in Improving Employees Performance Management Appraisal and Review of Employee Performance In every organisation, there is a need to review employee performance to encourage future growth of the organisation. Performance is defined as the degree of success in achievement of duties that are assigned to an individual. It states how well the employees are meeting their job requirements. Performance appraisal may act as an effective management intervention to improve employee performance in various ways.Advertising We will write a custom essay sample on Performance Appraisal in Improving Employees’ Performance specifically for you for only $16.05 $11/page Learn More One of such ways is that performance appraisal is crucial in conducting reviews of employees’ presentation to know their capabilities and contribution in relation to the objectives of the organisation. With full recognition of one’s abilities, it becomes possible for an employee to capitalise on areas that he or s he is well talented. However, it is important to note that performance appraisal does not include the evaluation of an employee’s personal characters, which may influence his or her productivity in terms of realisation of his or her duties and obligations. Performance appraisals act as crucial tools for managers to provide effective management. One of the effective approaches of management involves keeping workers in an organisation motivated in the effort to improve their performance. Indeed, effective management is a practice used by managers to help them deal with the problems and difficulties in their organisations. It can also be interpreted as an art of managing things in the correct and satisfactory way by involving employees when it comes to deciding how this goal can be achieved. Employees in most organisations patiently wait for appraisal times with much worry and terror. They feel that results from appraisals will determine if they will retain or lose their job. Al though appraisals should be used to make decisions whether to fire or to keep the employee, the main aim of an appraisal should be directed towards helping the employee improve their performance since this endeavour will automatically translate to excellent organisational performance. Performance Appraisal and Employee Performance Performance appraisal is a critical analysis and a detailed discussion of the performance of an employee that is measured based on the outcome of the employees’ assigned duties and tasks. Performance appraisal is one of the effective strategies, which can be used by supervisors to help in improving workers’ performance.Advertising Looking for essay on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More It is a methodology for providing assistance to others to realise their full capabilities besides helping them to succeed in achieving their goals. Performance appraisal boosts communication between employees and managers, which on the other hand promotes the input of the former in terms of participation and concentration. Effective communication in a performance appraisal process is vital in ensuring that areas where employees are deemed ineffective are successfully addressed. A supervisor’s main function is to assist employees in terms of offering support, direction, and giving results to help in correcting their performance weaknesses besides growing their current and new skills to ensure their responsibilities are made bigger. Performance appraisal succeeds when an employee is involved in the process of identifying the problems and/or coming up with ways, solutions, and plans to help in solving the identified problems. This strategy is incredible in improving the performance of employees. Using performance appraisal in determining employees’ input is essential in their preparation for extra tasks, addressing problems related to with perf ormance, and deriving a plan to help in their development. It is also important when workers are not able to use information acquired from training or when they require assistance to improve their performance. Performance appraisal boosts staff morale, confidence, and productivity. In the context of employee performance, performance appraisal is important in employees’ goal setting processes. Performance appraisal is therefore a working strategy whose main agenda is to encourage employees to work positively towards achieving the goals and objectives of their respective organisations.

Assignment #1 Example | Topics and Well Written Essays - 250 words - 1

#1 - Assignment Example Based on your response, a reader should clearly be able to decide when an entity or event qualifies as an instance of this concept. Systematized Concept –A failed state is a sovereign state that has failed in providing its citizens with some of the basic conditions like security, education and health care usually due to poverty or fractious

Cancer testis antigens (CTAs) Literature review

Cancer testis antigens (CTAs) - Literature review Example The antigen HOM-TES-14 which is repeatedly encountered during CDNA expression library is encoded by the SCP-1 gene, which is mainly expressed during prophase of mitosis in spermatocytes and involved in homologous chromosomes pairing therefore is less restricted in its expression. CTA is expressed less in non-seminomatous germ cell tumors than seminomas germ cell tumors (Chen, et al., 2013). There are CTA that are encoded on the X-chromosome called the X-CTA genes and those that are not referred to as non-CTA genes. More than half of all CTA are X-CTA and often constitute multi-gene families organized in well-defined clusters along the X-chromosome where different members are arranged into complex direct and inverted repeats. The genes encoding non-X-CT antigens are distributed throughout the genome and are mostly single copies (Cheng, et al., 2011). The X-CTA genes are expressed basically on the spermatogonia that are proliferating germ cells while non-X-CTA are expressed in the late stages of differentiation such as spermatogenesis in the normal testis. MAGE-A3, MAGE-8, MAGE-A10, XAGE-2 and XAGE-3 have been found to be expressed in the placenta in addition to testicular expression. The CTAs have different functions as various CTAs are expressed during different stages of spermatogenesis (Fratta, et al., 2011). In tumors of diverse histotypes, CTAs are largely distributed. Among various kinds of tumors, CTA varies and is depicted by data from the evaluation of its transcripts (Fratta, et al., 2011). The division of cells resulting to nuclei whereby the total chromosome number is reduced by a half its original number is termed as meiosis. The nuclei that arise from the parent nuclei are normally same as the parent nuclei but they genetic makeup is normally different. This is because genetic diversity is permitted during reproduction. Meiosis is composed of two phases, Meiosis I and II. It is through these stages that meiosis gives rise to

Pharmacology question (Neostigmine) Essay Example | Topics and Well Written Essays - 1500 words

Pharmacology question (Neostigmine) - Essay Example Ach is rapidly inactivated by ChE and endplate returns to its resting potential. However, if there is prolonged depolarization induced by these drugs, there is no further generation of action potential after the initial twitch and there is loss of electrical excitability at the motor endplate. Directly acting muscle relaxant: They exert direct action on the skeletal muscle, by interfering with the release of Ca2+ from the sarcoplasmic reticulum, they interfere with the excitation-contraction coupling (Bhattacharya 2003). Treatment of respiratory paralysis arising from an adverse reaction or overdose of a neuromuscular blocking agent should be by positive pressure artificial respiration with oxygen and maintenance of a patient airway until the recovery of normal respiration is assured. With the competitive blocking agents, this may be hastened by the administration of neostigmine methyl sulphate (0.5 to 2mg, intravenously) or edrophonium (10mg intravenously, repeated as required.) (Hardman 1996). Neostigmine is a quaternary ammonium compound that inhibits cholinesterase activity and thus prolongs and intensifies the physiological actions of acetylcholine. It probably also has direct effects on skeletal muscle fibres. To reverse neuromuscular blockade produced by competitive neuromuscular blockers, the usual adult dose in the UK is 50 to 70micrograms/kg given by intravenous injection over a period of 60 seconds; in the USA lower doses of 0.5 to 2mg are used. Additional neostigmine may be given until the muscle power is normal but a total of 5mg should not be exceeded. Similar doses may be used in children; the BNFC recommends a dose of 50 to 80micrograms/kg in neonates and children, to a maximum of 2.5mg in those under 12 years of age. The patient should be well ventilated until complete recovery of normal respiration is assured. To counteract any muscarinic effects in adults 0.6 to 1.2mg of atropine sulfate is given by intravenous injection with or before the dose of neostig mine; neonates and children up to 18 years of age may be given 20micrograms/kg of atropine sulfate (to a maximum of 600micrograms in those aged 1 month and over). It has been suggested that in the presence of bradycardia atropine sulfate should be given several minutes before neostigmine. Glycopyrronium bromide has been used as an alternative to atropine sulfate. Adverse effects The adverse effects of neostigmine are chiefly due to

Java-Whitepaper Essay Example for Free

Java-Whitepaper Essay This white paper compares C++/Qt with Java/AWT/Swing for developing large-scale, real-world software with graphical user interfaces. References are made to independent reports that examine various aspects of the two toolsets. 1 A Comparison of Qt and Java 1. What Do We Compare? When selecting an environment for a large software development project, there are many aspects that must be considered. The programming language is one of the most significant aspects, since its choice has considerable impact on what other options are available. For example, in a GUI development project, developers will need a GUI library that provides ready-made user interface components, for example, buttons and menus. Since the selection of the GUI library itself has a large impact on the development of a project, it is not uncommon for the GUI library to be chosen first, with the programming language being determined by the languages for which the library is available. Usually, there is only one language per library. Other software components like database access libraries or communication libraries must also be taken into consideration, but they rarely have such a strong impact on the overall design as the GUI libraries. In this white paper, the objective is to compare the C++/Qt environment with the Java/AWT/Swing environment. In order to do this in the most useful way, we will begin by comparing the programming languages involved, i. e. C++ and Java, and then compare the two GUI libraries, Qt for C++ and AWT/Swing for Java. 2. Comparing C++ and Java When discussing the various benefits and drawbacks of particular programming languages, the debate often degenerates into arguments that are based on personal experience and preference rather than any objective criteria. Personal preferences and experience should be taken into account when selecting a programming language for a project, but because it is subjective, it cannot be considered here. Instead we will look at issues such as programmer-efficiency, runtime-efficiency and memory-efficiency since these can be quantified and have been examined in scientifically conducted research, although we will also incorporate information based on the practical exerience of projects that have been implemented in our own company. 2. 1. Programmer-efficiency Programmer-efficiency describes how efficiently (i. e. how quickly and accurately) a programmer with a given degree of experience and knowledge can implement a certain set of requirements in a particular programming language, including debugging and project setup time. Since developer salaries are one of the primary cost factors for any programming project, programmer-efficiency greatly affects the 2 A Comparison of Qt and Java cost-efficiency of the project. To some extent, programmer-efficiency is also determined by the tools available. The main design goal of Java is increased programmer-efficiency compared to other general-purpose programming languages, rather than increased memory- or runtime-efficiency. Java has several features designed to make it more programmer-efficient. For example, unlike C++ (or C), the programmer does not have to explicitly free (give back) allocated memory resources to the operating system. Freeing unused memory (garbage collection) is handled automatically by the Java runtime system, at the expense of memory- and runtime-efficiency (see below). This liberates the programmer from the burden of keeping track of allocated memory, a tedious task that is a major cause of bugs. This feature alone should significantly increase the programmer-efficiency of Java programmers, compared to C++ (or C) programmers. Research shows that in practice, garbage collection and other Java features, do not have a major influence on the programmer-efficiency. One of the classic software estimation models, Barry Boehm’s CoCoMo1 predicts the cost and schedule of a software project using cost drivers which take into account variables like the general experience of a programmers, the experience with the programming language in question, the targeted reliability of the program, etc. Boehm writes that the amount of effort per source statement was highly independent of the language level. Other research, for example, A method of programming measurement and estimation by C. E. Walston and C. P. Felix of IBM2, points in the same direction. Both the reports cited here pre-date the advent of Java by many years, although they seem to reveal a general principle that the sophistication of a general-purpose programming language has, compared with other aspects, like the experience of the developers, no significant influence on the overall project costs. There is more recent research that explicitly includes Java and which supports this hypothesis. In An empirical comparison of C, C++, Java, Perl, Python, Rexx, and Tcl3, Lutz Prechelt of the University of Karlsruhe, describes an experiment he conducted in which computer science students were assigned a particular design and development task and asked to implement the specification provided in any of the languages C, C++, or Java which they could freely choose according to their personal preferences (the other languages were examined in a different part of the research project). The data gathered shows almost the same results for C++ and Java (with C running third in most aspects). This is also backed up by our own experience: if programmers can choose their favorite programming language (which is usually the one they have most experience of), programmers with the same level of experience (measured for example, in years of programming experience in general) achieve about the same programmer-efficiency. Another interesting aspect that we noted (but which is not yet supported by any formal 3 A Comparison of Qt and Java research) is that less experienced developers seem to achieve somewhat better results with Java, medium-experienced developers achieve about the same results with both programming languages, nd experienced developers achieve better results with C++. These findings could be due to better tools being available for C++; nevertheless this is an aspect that must be taken into account. An interesting way to quantify programmer-efficiency is the Function Point method developed by Capers Jones. Function points are a software metric that only depend on the functionality, not on the implementation. Working from the function points, it is possible to compute the lines of code needed per function point as well as the language level which describes how many function points can be implemented in a certain amount of time. Intriguingly, both the values for the lines of code per function point and the language level are identical for C++ and Java (6 for the language level, compared with C’s 3. 5 and Tcl’s 5, and 53 for the lines of code per function point, compared with C’s 91 and Tcl’s 64). In conclusion: both research and practice contradict the claim that Java programmers achieve a higher programmer-efficiency than C++ programmers. 2. 2. Runtime-efficiency We have seen that Java’s programmer-efficiency appears to be illusory. We will now examine its runtime efficiency. Again, Prechelt provides useful data. The amount of data he provides is huge, but he arrives at the conclusion that a Java program must be expected to run at least 1. 22 times as long as a C/C++ program. Note that he says at least; the average runtime of Java programs is even longer. Our own experience shows that Java programs tend to run about 2-3 times as long than their equivalent C/C++ programs for the same task. Not surprisingly, Java loses even more ground when the tasks are CPU-bound. When it comes to programs with a graphical user interface, the increased latency of Java programs is worse than the runtime performance hit. Usability studies show that users do not care about whether a long running task takes, say, two or three minutes, but they do care when a program does not show an immediate reaction to their interaction, for example when they press a button. These studies show that the limit of what a user accepts before they consider a program to be unresponsive can be as little as 0. 7 seconds. Well return to this issue when we compare graphical user interfaces in Java and C++ programs. An explanation about why Java programs are slower than C++ is in order. C++ programs are compiled by the C++ compiler into a binary format that can be executed directly by the CPU; the whole program execution thus takes place in 4 A Comparison of Qt and Java hardware. (This is an oversimplification since most modern CPUs execute microcode, but this does not affect the issues discussed here. ) On the other hand, the Java compiler compiles the source code into bytecode which is not executed directly by the CPU, but rather by another piece of software, the Java Virtual Machine (JVM). The JVM in turn, runs on the CPU. The execution of the bytecode of a Java program does not take place in (fast) hardware, but instead in (much slower) software emulation. Work has been undertaken to develop Just in Time (JIT) compilers to address Java’s runtime efficiency problem, but no universal solution has yet emerged. It is the semi-interpreted nature of Java programs that makes the compile once, run anywhere approach of Java possible in the first place. Once a Java program is compiled into bytecode, it can be executed on any platform which has a JVM. In practice, this is not always the case, because of implementation differences in different JVMs, and because of the necessity to sometimes use native, non-Java code, usually written in C or C++, together with Java programs. But is the use of platform-independent bytecode the right approach for crossplatform applications? With a good cross-platform toolkit like Qt and good compilers on the various platforms, programmers can achieve almost the same by compiling their source code once for each platform: write once, compile everywhere. It can be argued that for this to work, developers need access to all the platforms they want to support, while with Java, in theory at least, developers only need access to one platform running the Java development tools and a JVM. In practice, no responsible software manufacturer will ever certify their software for a platform the software hasnt been tested on, so they would still need access to all the relevant platforms. The question arises why it should be necessary to run the Java Virtual Machine in software; if a program can be implemented in software, it should also be possible to have hardware implement the same unctionality. This is what the Java designers had in mind when they developed the language; they assumed that the performance penalty would disappear as soon as Java CPUs that implement the JVM in hardware would become available. But after five years, such Java CPUs have not become generally available. Java automatically de-allocates (frees) unused memory. The programmer allocates memory, and the JVM keeps track of all the allocated memory blocks and the references to them. As soon as a memory block is no longer referenced, it can be reclaimed. This is done in a process called garbage collection in which the JVM periodically checks all the allocated memory blocks, and removes any which are no longer referred to. Garbage collection is very convenient, but the trade offs are greater memory consumption and slower runtime speed.. With C++, the programmer can (and should) delete blocks of memory as soon as they are no longer required. With Java, blocks are not deleted until the next garbage collection run, and this depends on the implementation on the JVM being used. Prechtelt provides figures which state that on average ( ) and with a confidence of 80%, the Java programs consume at least 32 MB (or 297%) more memory than the C/C++ programs ( ). In addition to the higher memory requirements, the garbage collection process itself requires processing power which is consequently not available to the actual application functionality, leading to slower overall runtimes. Since the garbage collector runs periodically, it can occasionally lead to Java programs freezing for a few seconds. The best JVM implementations keep the occurrence of such freezes to a minimum, but the freezes have not been eliminated entirely. When dealing with external programs and devices, for example, during I/O or when interacting with a database, it is usually desirable to close the file or database connection as soon as it is no longer required. Using C++’s destructors, this happens as soon as the programmer calls delete. In Java, closing may not occur until the next garbage collecting sweep, which at best may tie up resources unnecessarily, and at worst risks the open resources ending up in an inconsistent state. The fact that Java programs keep memory blocks around longer than is strictly necessary is especially problematic for embedded devices where memory is often at a premium. It is no coincidence that there is (at the time of writing) no complete implementation of the Java platform for embedded devices, only partial implementations that implement a subset. The main reason why garbage collection is more expensive than explicit memory management by the programmer is that with the Java scheme, information is lost. In a C++ program, the programmer knows both where their memory blocks are (by storing pointers to them) and knows when they are not needed any longer. In a Java 6 A Comparison of Qt and Java program, the latter information is not available to the JVM (even though it is known to the programmer), and thus the JVM has to manually find unreferenced blocks. A Java programmer can make use of their knowledge of when a memory block is not needed any longer by deleting all references that are still around and triggering garbage collection manually, but this requires as much effort on the part of the programmer as with the explicit memory management in C++, and still the JVM has to look at each block during garbage collection to determine which ones are no longer used. Technically, there is nothing that prevents the implementation and use of garbage collection in C++ programs, and there are commercial programs and libraries available that offer this. But because of the disadvantages mentioned above, few C++ programmers make use of this. The Qt toolkit takes a more efficient approach to easing the memory management task for its programmers: when an object is deleted, all dependant objects are automatically deleted too. Qt’s approach does not interfere with the programmer’s freedom to delete manually when they wish to. Because manual memory management burdens programmers, C and C++ have been accused of being prone to generate unstable, bug-ridden software. Although the danger of producing memory corruption (which typically leads to program crashes) is certainly higher with C and C++, good education, tools and experience can greatly reduce the risks. Memory management can be learned like anything else, and there are a large number of tools available, both commercial and open source, that help programmers ensure that there are no memory errors in the program; for example, Insure++ by Parasoft, Purify by Rational and the open source Electric Fence. C++s flexible memory management system also makes it possible to write custom memory profilers that are adapted to whichever type of application a programmer writes. To sum up this discussion, we have found C++ to provide much better runtime- and memory-efficiency than Java, while having comparable programmer-efficiency. 2. 4. Available libraries and tools The Java platform includes an impressive number of packages that provide hundreds of classes for all kinds of purposes, including graphical user interfaces, security, networking and other tasks. This is certainly an advantage of the Java platform. For each package available on the Java platform, there is at least one corresponding library for C++, although it can be difficult to assemble the various libraries that would be needed for a C++ project and make them all work together correctly. However, this strength of Java is also one of its weaknesses. It becomes increasingly difficult for the individual programmer to find their way through the huge APIs. For any given task, you can be almost certain that somewhere, there is 7 A Comparison of Qt and Java functionality that would accomplish the task or at least help with its implementation. But it can be very difficult to find the right package and the right class. Also, with an increasing number of packages, the size of the Java platform has increased considerably. This has led to subsets e. g. , for embedded systems, but with a subset, the advantage of having everything readily available disappears. As an aside, the size of the Java platform makes it almost impossible for smaller manufacturers to ship a Java system independent from Sun Microsystems, Java’s inventor, and this reduces competition. If Java has an advantage on the side of available libraries, C++ clearly has an advantage when it comes to available tools. Because of the considerable maturity of the C and C++ family of languages, many tools for all aspects of application development have been developed, including: design, debugging, and profiling tools. While there are Java tools appearing all the time, they seldom measure up to their C++ counterparts. This is often even the case with tools with the same functionality coming from the same manufacturer; compare, for example, Rational’s Quantify, a profiler for Java and for C/C++. The most important tool any developer of a compiled language uses, is still the compiler. C++ has the advantage of having compilers that are clearly superior in execution speed. In order to be able to ship their compilers (and other tools) on various platforms, vendors tend to implement their Java tools in Java itself, with all the aforementioned memory and efficiency problems. There are a few Java compilers written in a native language like C (for example, IBM’s Jikes), but these are the exception, and seldom used. 3. Comparing AWT/Swing and Qt So far, we have compared the programming language Java and the programming language C++. But as we discussed at the beginning of this article, the programming language is only one of the aspects to consider in GUI development. We will now compare the packages for GUI development that are shipped with Java, i. e. AWT and Swing, with the cross-platform GUI toolkit, Qt, from the Norwegian supplier, Trolltech. We have confined the comparision on the C++ side to the Qt GUI toolkit, since unlike MFC (Microsoft Foundation Classes) and similar toolkits, This seems to contradict Java’s cross-platform philosophy and may be due to the the initial AWT version being reputedly developed in under fourteen days. Because of these and a number of other problems with the AWT, it has since been augmented by the Swing toolkit. Swing relies on the AWT (and consequently on the native libraries) only for very basic things like creating rectangular windows, handling events and executing primitive drawing operations. Everything else is handled within Swing, including all the drawing of the GUI components. This does away with the problem of applications looking and behaving differently on different platforms. Unfortunately, because Swing is mostly implemented in Java itself, it lacks efficiency. As a result, Swing programs are not only slow when performing computations, but also when drawing and handling the user interface, leading to poor responsiveness. As mentioned earlier, poor responsiveness is one of the things that users are least willing to tolerate in a GUI application. On today’s standard commodity hardware, it is not unusual to be able to watch how a Swing button is redrawn when the mouse is pressed over it. While this situation will surely improve with faster hardware, this does not address the fundamental problem that complex user interfaces developed with Swing are inherently slow. The Qt toolkit follows a similar approach; like Swing, it only relies on the native libraries only for very basic things and handles the drawing of GUI components itself. This brings Qt the same advantages as Swing (for example, applications look and behave the same on different platforms), but since Qt is entirely implemented in C++ and thus compiled to native code; it does not have Swing’s efficiency problems. User interfaces written with Qt are typically very fast; because of Qts smart use of caching techniques, they are sometimes even faster than comparable programs written using only the native libraries. Theoretically, an optimal native program should always be at least as fast as an equivalent optimal Qt program; however, making a native program optimal is much more difficult and requires more programming skills than making a Qt program optimal. Both Qt and Swing employ a styling technique that lets programs display in any one of a number of styles, independent of the platform they are running on. This is possible because both Qt and Swing handle the drawing themselves and can draw GUI elements in whichever style is desired. Qt even ships with a style that emulates the default look-and-feel in Swing programs, along with styles that emulate the 9 A Comparison of Qt and Java Win32 look-and-feel, the Motif look-and-feel, and—in the Macintosh version— the MacOS X Aqua style. 3. 2. Programming Paradigms In Qt and Swing While programming APIs to some extent are a matter of the programmers personal taste, there are some APIs that lend themselves to simple, short, and elegant application code far more readily than others.

A Hero of Our Time by Mikhail Lermontov Essay -- Hero of Our Time, Vla

In his novel A Hero of Our Time translated by Vladimir Nabokov, Mikhail Lermontov creates a character named, Pechorin based on his opinions to 19th century Russian society. Pechorin is cruel, selfish, and careless to the people but ironically, Pechorin’s refusal to marry either Princess Marry or Vera, reveals him to be as an honorable man. Although, Pechorin describes his life as full of boredom and his opinion to love is different, Lermontov again explains he should be represented as a respectful man. By Pechorin’s behavior and thoughts, Lermontov demonstrates an honorable man is not consistently sympathetic and understandable because truly, Pechorin’s behavior and thoughts are to depict how life may describe as meaningless and purposeless. Lermontov expresses Pechorin’s selfishness by the rejection to Princess Marry and Vera in which ironically, those also represent him as an honorable man and that he explains the meaningless life. Pechorin has an unusual mind and character that no other men will have during 19th century. The first impression of Pechorin drives people to think him as a disrespectful man because for the most of the time, his actions are blamable. For example, when Pechorin kills Grushnitsky in the duel and after, then he meets Princess Marry right away, he says â€Å"I cannot marry you. Even if you wished it now, you would soon regret it† (162). Lermontov fully proves the disrespectful behavior of him because he killed a man over a girl’s love and he right away rejects the girl’s love. However, Lermontov’s real view is Pechorin killed Grushnitsky because they both did not truly love Princess Marry; instead, Pechorin already knew it was a jealousy that was coming from each other in which it supports how honorable ma... ...ctfully to the people around him but still, he may represent as an honorable man because of his thoughts and behaviors to 19th century Russian society. First, the event of Princess Marry and Vera explains Pechorin is a respectful man because he rejects those two girls’ love for their own lives and by explaining the meaningless life to them. Second, Lermontov’s beliefs that a life is apathy by Pechorin’s behavior and thoughts lead Pechorin as an honorable man. Most of the people believe an honorable man is one who says a life is not boredom and acts carefully and responsibly to his or her people. However, Lermontov explains an honorable man’s character alters by a society situation such as Pechorin. An honorable man’s action and belief may alter and that people still have to respect them because an honorable man is made by the people and the society.

A Room With A View English Literature Essay

In the gap of the fresh Forster nowadayss repression within the English category system taking to a life with no position which is represented by the fact that Lucy and Charlotte did non acquire the suites overlooking the Arno that they expected. Charlotte represents the stiff and conventional society that is keeping Lucy back. Charlotte ‘s â€Å" protecting embracing † gave Lucy the â€Å" esthesis of fog † . She wants Lucy to act in a â€Å" ladylike † manner and wants her to avoid any improper behavior with immature work forces. Charlotte holds Lucy back from showing her true emotions with George Emerson possibly because of being humiliated herself in a love matter many old ages ago. â€Å" I have met the type before. They rarely keep their feats to themselves. † This has prevented Charlotte from seeing that true love exists and so nowadayss to Lucy â€Å" the complete image of a cheerless, loveless universe † with no position. Forster besi des shows the reader that there are romantic characteristics concealed inside her. This is shown when she in secret tells Miss Lavish about George and Lucy ‘s buss who so proceeds to compose her novel about it. This same repression is seen with Lucy who plays her piano with passion demoing that merely through her music can Lucy genuinely express herself otherwise she is merely an ordinary conventional miss. â€Å" If Miss Honeychurch of all time takes to populate as she plays, it will be really exciting † ( p30 ) Mr Beebe is waiting for the minute when Lucy can interrupt free from Charlotte and take a more bold and audacious life. When Lucy returns to her place in England â€Å" the drawing room drapes at Windy Corner had been pulled to run into for the rug was new and merited protection from the August Sun. They were heavy drapes, making about to the land, and the visible radiation that filtered through them was subdued and varied † . The pulling room drapes pro tect the furniture from the detrimental beams of the Sun, merely as Lucy has been protected in Italy by Charlotte. There is no position and the visible radiation has been blocked. This symbolises how Lucy is repressed and prevented from seeing the true nature of life. They are denied the beauty of a â€Å" position † . Cecil besides attempts to protect Lucy with his restricting thoughts. Cecil ‘s attitude towards adult females is chesty and dismissive: he treats Lucy ‘s thoughts as if they are of â€Å" feminine inconsequence † and wants her to conform to an image of a Leonardo picture of enigma and soundlessness, in which he is ever dominant. When Lucy thinks of Cecil â€Å" it ‘s ever in a room † and one â€Å" with no position † ( p99 ) . This illustrates how Cecil is quashing Lucy ‘s feelings, supplying her with a life of humdrum and so forestalling her seeing the true position of life. Forster uses Italy to rouse Lucy to new ways of thought and the gap up of Windowss to see the universe. â€Å" The well-known universe had broken up, and at that place emerged Florence, a charming metropolis where people thought and did the most extraordinary things † that has â€Å" the power, possibly to arouse passions, good and bad, and convey them to speedy fulfillment † ( p51 ) . Italy is uninhibited by category limitations and this esthesis of equality and freedom shakes the foundations of Lucy ‘s old position of the universe. It is a topographic point where anything can go on. Lucy ‘s position on life ab initio begins to open up by George and Mr Emerson trading suites. â€Å" I have a position, I have a position†¦ This is my boy†¦ his name ‘s George. He has a position, excessively. † Mr Emerson is talking of their positions of the river, but the Forster intends the text to hold a dual significance. The Emersons ‘ position has to make with more than the quality of their suites and Forster implies a metaphorical significance in that the Ralph waldo emersons have a superior position of life which is much freer and more exciting. Miss Lavish takes her Baedeker guidebook and later loses her in Santo Croce when â€Å" for one ravishing minute Italy appeared † to Lucy. Inside the church he meets the Ralph waldo emersons who show her how to bask the church by following her bosom non by her guidebook. Their philosophic position helps Lucy in her geographic expedition of her ain life and the universe. â€Å" The baneful appeal of Italy worked on her, and alternatively of geting information, she began to be happy † . Furthermore when Lucy witnesses the slaying and the Italian falls at her pess she is overwhelmed the spontaneousness of the incident. When she regains consciousness after fainting and is rescued by George, she realises that she â€Å" every bit good as the deceasing adult male, had crossed some religious boundary † . Lucy begins to gain that her image of the universe based on how others think she should be is being replaced by self-generated reaction and natural inherent aptitude. A new position is opening up for her. â€Å" She contemplated the River Arno, whose boom was proposing some unexpected tune to her ears † . This position of the river symbolises the great alteration inside Lucy and the journey to happen her true position of life. Lucy nevertheless is non reborn into a passionate adult female until she is kissed by George. â€Å" The position was organizing at last † . Forster is demoing how Lucy ‘s find of her position mirrors her personal find. Her experiences in Italy alteration her, giving her new eyes to see the universe, and a position of her ain psyche as good. Finally Lucy at stopping points additions freedom to look out of Windowss. She is able to see clearly what she wants from life. George tells her that Cecil merely sees her as an object to be admired and will ne'er love her adequate to allow her independency, while George loves her for who she genuinely is. â€Å" Conventional, Cecil, you ‘re that, for you may understand beautiful things, but you do n't cognize how to utilize them ; and you wrap yourself up in art and books and music, and would seek to wrap up me. I wo n't be stifled, non by the most glorious music, for people are more glorious, and you hide them from me. † She so breaks off her battle with Cecil and in making this she breaks the societal codification of society. A last minute meeting with Mr Emerson convinces Lucy to acknowledge and move upon her love for George. â€Å" How he managed to beef up her. It was as if he had made her see the whole of everything at one time. † At the very terminal of th e novel George and Lucy have eloped and have returned to the same Pension in Italy and look out from the same window to the future universe. Although they both look out to the same position of Italy it is with a really different position of the universe. George ‘s position has become clear through his relationship with Lucy who has given him a point to his being and Lucy ‘s position has changed both emotionally and by interrupting off from her societal category. They both have a actual and metaphorical â€Å" room with a position † one that involves populating for the minute and non merely for society. In decision Forster ‘s rubric â€Å" A Room with a Position † is really affectional because through Lucy ‘s eyes we have strayed through the streets of Florence and returned somewhat changed, unable to look at the universe in the same old manner. We all need the room to show our personal truths and the openness and freedom to love that the positions in Forster ‘s fresh represent.

Bring Safe Drinking Water to the World Essay

Lack of clean water for drinking affect many people in every continent. Around one-fifth of the population in the world stays in areas of physical scarcity while five hundred million people are said to be approaching this situation. This problem is more serious in Africa than in any other continent. Lack of safe water for drinking is explored in the accompanying paper. In this paper, results of lack of clean drinking water in Africa is assessed more so in Sub-Saharan Africa. This paper also explores the impact of water scarcity on stability of Africa and the World. It further evaluates how United Nations have helped solve the problem and ways in which developing countries can ensure they have adequate clean water. Lack of safe water for drinking is a one of the leading problem in the world. It has an impact on over 1.1 billion people all over the world. Safe drinking water is defined by World health Organization, United Nations Children’s Fund and Joint Monitoring Program for Water Supply and Sanitation as water that has microbial, physical and chemical characteristics that meet the guidelines of National standard on quality of drinking water (Campbell, Caldwell, Hopkins, Heaney, Wing, Wilson, et al. 2013). Lack of safe drinking water is looked through a population to water equation treated by hydrologists as 7,700 cubic meters per person. This is the threshold for meeting water requirement for every industrial, agricultural production and the environment. It is said that a threshold of less than 1,000 cubic meters of water represent water scarcity and below 500 cubic meters of water represent a state of absolute scarcity. Inadequate safe drinking water is a major challenge to many countries. It is a major problem for developing countries that are racing forward towards physical limits of expansion of fresh water, expanding urban settlement, commercialization of agriculture and industrial sectors. Fresh water is a crucial resource in development of Africa. It is said that Africa continent has a population of 800 million people. 405 of the total population in Africa lack access to safe drinking water. It is argued that half of people living in rural areas of safe drinking water. It is reported that Sub-Saharan Africa has more water stress than other parts of the world. Sub-Saharan Africa has a population of over 320 million people have no access to quality water. It is said to be the only region in the world that will not be able to meet the 2015 millennium development goal. In 2012, a Conference on ‘’Water Scarcity in Africa: issues and Challenges† was presented with information that by 2030, 255 million to 760 millions in Africa will be staying in areas with high water stress (Barone, 2008). Scarcity of safe drinking water has lead to poor heal in Sub-Saharan Africa. People in water deprived areas use unsafe water that causes spread of waterborne diseases such as cholera, diarrhea, typhoid fever, malaria, trachoma, typhus and plague. Scarcity of safe water forces people to respond by storing water in their households. This further increases chances of water contamination and spread of malaria due to mosquitoes. Infected people with waterborne diseases reduce chances of community development and productivity due to lack of strength. Government resources are used to buy medicine for these people. This takes away funds meant for food supply, school fees and other development projects. It is estimated by Water Supply and Sanitation Collaborative Council that treatment of diarrhea caused by water contamination in Sub-Saharan Africa takes away 12% of countries’ health budget. Government in the areas channels their energy and part of fund allocated for other expenditures to helping people affected by lack of water at the expense of other essential services like maintaining peace and security in the region. Human Development report suggests that use of water by human is mainly on agriculture and irrigation. In Sub-Saharan Africa, agricultural activities account from over 80% of the total water consumption. Majority of people in this region depend on agriculture. In rural areas, 90% of families rely on producing their own food hence water scarcity leads to loss of food security. Conflict arises in this region due to political interferences in irrigated land due to land tenure and ownership problems. Governments in this part of the world lack funds and skilled human resources that can support technology and infrastructure needed for good water management and crop irrigation. Scarcity of safe water makes people use waste water for irrigation. This makes a lot of people to eat food with disease causing organisms. Women in this part of the world are burdened by lack of clean water for drinking. They are the collectors, managers as well as guardian of water in domestic spheres which include household chores such as washing, child rearing and cooking. They spend a considerable amount of time fetching water (Dreibelbis, Winch, Leontsini, Hulland, Ram, Unicomb, et al., 2013). This causes a decrease in the time available for education. Their health is also at risk of skeletal damage caused by carrying heavy loads of water every day over long distances. Loss of potential school days and education prevents the next generation of women from holding professional employments. Access to safe water for drinking will make women in Sub-Saharan Africa increase time allocated to education which will make them take leadership positions. Scarcity of water makes many children in this region drop out of school to help in household chores which are made more intense by lack of water. Increase in population in Africa and lack of safe water for drinking has caused a lot of strain and conflict on relations between communities and between countries.It has been argued that Nile River is a source of conflict in nine countries. Water fro Nile River is the only source of sustaining life in both Sudan and Egypt. Egyptians use military force to make sure they retain control over Nile River because she has no other source of water. This conflict runs from the colonial era when England textile factories depended on Sudan and Egypt agricultural activities. After the colonial era, Egypt continued to create political instability in Ethiopia. It blocked international financing agencies from giving loans to Ethiopia in order to finance projects on the river. The conflict is now real because Ethiopia has now managed to carry out water projects on her own like building hydro-power dams and irrigation programs. Egypt has been reported to issue threats of war to Tanzania and Ethiopia. In 1970s, Egypt armed Somalia separatist rebels in Ethiopia in the Somali invasion. The nine involved states have had agreements and treaties in a bid to control conflict. However, treaties and agreements have resulted to inequitable rights of using water from Nile River between countries. An example is a treaty between Great Britain and Ethiopia, Emperor Menelik II, king of kings of Ethiopia. He agreed with the government of His Britannic Majesty not to construct or permit construction projects across Blue Nile, the Sobat and Lake Tana in 1902. In 1906, an agreement between Britain and Government of Independent state of Congo would not construct or permit any construction of projects over or near Semliki or Isango rivet that would reduce the amount of water entering Lake Albert. In 1925, conflict between Egypt and Ethiopia escalated because Ethiopia opposed earlier agreements (Dreibelbis et al., 2013). The League of Nations demanded Italy and British government give an explanation on sovereignty of Ethiopia on Lake Tana. The League of Nations did not help resolve the conflict because there was no self enforcing and reliable mechanism to protect the property rights of stakeholders which is necessary for international water development to be applied. Due to failure of United Nations to help solve the Nile basin conflict, nine riparian states formed a partnership called Nile Basin Initiative. Its mandate is to develop Nile River in a cooperative way, sharing social-economic benefits that promote regional security and peace. World Bank agreed to support the work of Nile Basin Initiative as a development partner as well as an administrator of multi donor Nile Basin Trust Fund. Disputes have also erupted in Niger River Basin. Disagreements and disputes in this basin are caused by limited access to safe drinking water. The disputes are between communities in Mali, Nigeria, and Niger. River flows and rainfall have reduced from 1970s leading to tension between two communities that live in the basin. The two communities are pastoralists and farmers. Pastoralists are forced by lack of water to travel farther with their herds. On the other hand, farmers expand their cropland to take care of increasing population. This reduces pathways that are available to herder and their livestock. Tension increased due to poor policy decisions. In Lokoga in Nigeria, government started dredging Niger River in early 2009 to increase commercial shipping (Huang, Jacangelo & Schwab, 2011). The government of Nigeria argued that dredging would help reduce flooding but late farmer suffered from floods in 2010. Farmers resulted to building homes and cultivating land away from the river leading to reduction in land available for grazing. This has facilitated conflict between the two communities greatly. New dams rose built by the government of Nigeria raised ecological issues that provoked hard negotiations over sharing of resources equitably in Niger Basin (Loftus, 2009). It was reported that Mali and Niger did not support construction of dams across the river. Navigation of the river was also constrained by the availability of large boats when water is deep enough. Climate change in Niger Basin has caused a high degree of variability in river flows, rainfall and temperature. The international community is doing little in helping the conflicting countries in the Niger Basin resolve the conflict. Scarcity of safe drinking water has also led to a lot of competition in Volta River basin. Volter River basin is said to be one of the poorest part in Africa continent and is shared by six West African states. People in the basin depend on agriculture as their means of livelihood. The population in West Africa is growing at the rate of 3% thus putting pressure on water resources and land. Burkina Faso is increasing agricultural development upstream using surface resources such as water (Okun, 1991). Water development in Burkina Faso has had a negative impact on Akosombo Dam which Ghana depends on for its energy supply. In 1998, low water level caused energy crisis in Ghana which ended up blaming Burkina Faso water project. Low water levels could have been caused by other factors such as unreliable rainfall variability. Peaceful conflict resolutions could be hindered in the future by insufficient communication between Ghana and Burkina Faso (Ram, Kelsey, Miarintsoa, Rakotomalala, Duns ton, & Quick, 2007). Ghana wants to create dams for power generation while Burkina Faso plans to use water for irrigation hence causing conflicts of interest. This conflict received international community recognition which formed a major inter-governmental program to enhance regional cooperation. Green cross water for peace project was put in place to ensure full and also active involvement of representatives of civil societies across the region in generation of basin’s agreement, management policies and principles. Developing countries can learn form developed countries on how to have adequate water supply and sanitation facilities, management of floods, pollution, management of rivers and large dams. Ram et al. (2007) argues that good governance can help address the lack of safe drinking water. He further argues that good governance is essential in procuring loans and aid for water projects form international organizations like world bank, International Monetary Fund, Africa Development bank and from developed countries like Britain, Germany, china, France, united Sates of America and Russia (Rosenberg, 2010). An example of a country that applied good governance to address water problem is South Africa. After Apartheid, the government of South Africa inherited huge problems of access to safe drinking water. It had a population of over 15 million people lacked access to clean water. The government managed to commit itself to high standards and investment subsidies to achieve its goal. From that time South Africa has made good progress to a point where it reached the universal access to improved water source in its urban centers. Similarly, the percentage of people in rural areas with access to clean water increased from sixty six percent to seventy nine percent from 1991 to 2010 (Loftus, 2009). Good governance will help government in developing countries partner with institutions that will help turn all underperforming utilities into good service providers. They would also benefit from the expertise in local, national and international sectors. Research has shown that it is difficult to change processes in water sectors. There has been friction between stakeholder and partners in determining priorities. This led to ambiguities in the role and responsibilities allocation resulting to the high cost of transaction. Just like in developed countries, good governance in developing countries will enable providers and policymakers are accountable to water users. This assists in improving services and enhancing consumer understanding the need for changes and the possible contribution of public private partnership (Ram et al., 2007). Great relationship with international financial institutions will enable developed countries have an adequate supply of safe water. World Bank is known to finance building of infrastructure such as funds to dig boreholes. It usually subsidizes the cost of infrastructure through inter-governmental transfers, donor projects and social development funds (Okun, 1991). Developing countries should consider the use of use Decentralized Mebran Filtration system. This technology provides safe drinking water that is clean. This system employs effective ways of removing surrogate bacteria and parasites from drinking water hat is responsible for contamination of water. This method is affordable to low income countries. Decentralized Mebran Filtration system is appropriate where central municipal water treatment is not possible. It aims to apply integrated bench scale and field scale approach in evaluating sustainability of Decentralized Mebran Filtration system in providing safe drinking water (Huang et al., 2011). Another possible solution is applying desalinization technology. This technology is said to filter salty water through membranes and removing salt through a process of electro dialysis and the reverse osmosis. The technology has worked in over one hundred and thirty countries in Middle East and in North Africa. With this technology, countries that are currently using it produce over six billion gallons of safe drinking water a day. Recycling and filtration should also be encouraged because the two methods are easy and cheap. Conserving water can also be achieved on a smaller scale beginning with improvement in homes (EMD, 2009). Developed countries should explore and exploit underground water. A country like Kenya and Namibia has discovered a 10,000 year old supply of water in underground aquifers. This underground water can satisfy the needs of Namibia for over four hundred years. Researchers argue that throughout Africa, there is twenty times more underground water than volume of surface water. The population of Africa is expected to increase to over two billion in 2050. This implies that countries need to explore other sources of water since traditional sources of fresh water are affected by changes in climate, lack of rainfall and rises in temperature that evaporate lakes and rivers. Other methods that developing countries should encourage their citizens to use include boiling water. It is an efficient method of water sterilization though boiling is costly in terms of fuel use. Another method is solar disinfection by use of ultraviolet radiation. This method is cheap and less damaging. It involves putting water in transparent plastic bottles and exposing it to sunlight for about forty eight hours. This technology cost people nothing by only plastic bottles full of water on corrugated metal roof. Low income countries should also start water projects like water dams and rain catchment systems. These methods are simple and inexpensive. A well close to a village or in a village ensures people do not walk long distances in search of water. It saves time hence making sure there is enough time allocated for other things like learning (Barone, 2008). Campbell et al. (2013) argues that integrated research can help countries achieve adequate supply of safe water for drinking. He attributes the lack of water to fear and inadequate reorganization by communities. He points out that global research can help solve the problem of water scarcity and proper sanitation. This implies that United Nations should put more effort in bringing solutions to water problems. African countries can achieve adequate supply of clean water if they invest in integrated research and funding. They should also put in place policies and infrastructures that attract foreign investments from developed countries such as United States of America, France, China and Russia. Lack of safe water for drinking is a global problem. It affects both developed countries as well as developing countries. United Nations should look for ways to deal with water scarcity and amicable ways of resolving political instabilities resulting from water stress. Developing countries should learn from developed countries on the most appropriate ways of providing clean water. They should maintain good governance and a good environment that can attract foreign investors as well as donors. Through collective effort from all stakeholders, the problem of water can be solved. References Barone, J. (2008). Better Water. Discovery, 29(5), 31-32. Campbell, R. L., Caldwell, D., Hopkins, B., Heaney, C. D., Wing, S., Wilson, S. M., et al. (2013). Integrating Research and Community Organizing to Address Water and Sanitation Concerns in a Community Bordering a Landfill. Journal of Environmental Health, 75(10), 48-50. Dreibelbis, R., Winch, P. J., Leontsini, E., Hulland, K. R., Ram, P. K., Unicomb, L., et al. (2013). The Integrated Behavioural Model for Water, Sanitation, and Hygiene: a systematic review of behavioural models and a framework for designing and evaluating behaviour change interventions in infrastructure-restricted settings. BMC Public Health, 13(1), 1015. EMD Millipore (2013, September 23). EMD Millipore Donates $30,000 to Charity: Water in Recognition of World Water Week. Pharma Business Week, p. 22. Huang, H., Jacangelo, J. G., & Schwab, K. J. (2011). Decentralized Membrane Filtration System for Sustainable and Safe Drinking Water Supply in Low-Income Countries: Baseline Study. Journal of Environmental Engineering, 137(11), 981-989. Loftus, A. (2009). Rethinking Political Ecologies of Water. Third World Quarterly, 30(5), 953-968. Okun, D. A. (1991). A Water and Sanitation Strategy for the Developing World. Environment: Science and Policy for Sustainable Development, 33(8), 16-43. Ram, P. K., Kelsey, E., Miarintsoa, R. R., Rakotomalala, O., Dunston, C., & Quick, R. E. (2007). Bringing Safe Water to Remote Populations: An Evaluation of a Portable Point-of-Use Intervention in Rural Madagascar. American Journal of Public Health, 97(3), 398-400. Rosenberg, T. (2010). The burden of thirst. Washington, D.C.: National Geographic Magazine. Source document

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Kellers Model Of Customer Based Brand Equity Marketing Essay How do consumers evaluate service brands: An investigation of the performance of Harrods as a service brand to get their brand image Background of the Research Branding has been one the most exciting yet phenomenal marketing concept of the 21st century. A brand can be viewed as a promise made with consumers, the promise of providing consistent quality and satisfaction (Balmer Greyser, 2003). Therefore the term brand can be defined as a name, symbol, design or a combination of these to identify a product in the marketplace (Keller, 2006). Brands have become very important in recent years and are part of our everyday life and with so much choice available it becomes difficult to choose a particular branded product. Usually consumers tend to select products that are familiar to them, products that tend to have a clear meaningful set of values, attributes and brand names that are trusted (Keller, 2006). Both physical goods and services can be branded, however there has been a vast focus towards the branding of physical goods and very little work carried out on the branding of services (OCass Grace, 2004). The growth of services has been rapid across the world and it has become important to understand the tools that can be used to brand a service to initiate differentiation. Branding of physical products tends to be simpler because the consumer is able to hold, touch and feel the end product. Branding a service is slightly more complicated due to its intangible nature, because youre not going home with an item but more of an experience that occurs with services. Many scholars such as de Chernatony and DallOlmo Riley (1999), Berry (2000), McDonald, de Chernatony and Harris (2001) and OCass and Grace (2003, 2004) have taken an approach to create a framework that can be used towards branding a service. Most of these frameworks are created to measure services that are intangible such as banks, hotels, airline, financial and consultant services. This study will be focusing on the branding of Harrods services. The study has been motivated by the nature of service branding and the frameworks that have been created by scholars previously mentioned. However not all of these frameworks are applicable for this study and therefore will be concentrating only on the framework created by OCass and Grace (2004). The main reason being the framework created by OCass and Grace (2004) is the only one that measures service brands from the consumers point of view. The service brand model by OCass and Grace (2004) will be used against services being offered by Harrods. Harrods is basically famous for the luxury and high class products it offers, however this research emphasises on the services it offers. The main services Harrods offers are as follows: Karim Fayed hearing centre Beauty Sports Fitness Financial and property services Home lifestyle The studio Interior Design Innovation Furniture and interior design Food Fashion and accessories Fine Jewellery Weddings Occasions Corporate gifting services Healthcare Airport Services This research is not particularly focusing on one service it provides, rather it takes all these services in general and the respondents would be the customers of Harrods who have used any of its services. Aims and Objectives The main aim of this project is as followed. What are the service branding factors taken into consideration by consumers when selecting a luxury brand service provider; Harrods? The following objectives have been suggested and need be reached for a successful achievement of the project aim a) To identify, examine and discuss the relevant service branding associations consumers hold towards service brands b) To identify and discuss all the relevant service branding associations directly linked towards Harrods Services c) To examine how important are the service brand association for Harrods service consumers d) To evaluate the influence these associations have on the purchase of services from Harrods Literature Review Overview What is Brand? A brand is basically a trademark or a distinctive name of a product or manufacturer, it conveys and portrays the image of the product; word brand refers to a name, term, symbol, sign or design used by a firm to differentiate its offerings from those of its competitors, to identify a product with a particular seller, Kotler, (1999) stated. Developing a good brand has become a major task for many organizations today because it provides a number of advantages. Strong brands help the firm establish an identity in the market place (Aaker, 1991). A successful brand has a recognizable name which provides specific attributes to the consumer (i.e. quality, elegance, value). According to The Economist (1988) the basic purpose of branding is to build the products image, this image will influence the perceived worth of the product and will increase the brands value to the customer, leading to brand loyalty. From the marketing perspective, Kotler (1994) believes brands convey a few meanings to th e consumers like: Benefit: The help and benefit sought provided by the firm to its consumers, which is transformed by its attributes Culture: The brand reflects an organizations image and equity Personality: The brand is regarded with certain characteristics Users self-image: The brand reflects or consistent with consumers self-image Brand Value: Both physical and mental values provided by the brand to its customers Attribute: The functions of the product brand provide Companies normally develop brands as a source or mode to attract and keep customers by promoting value, image, prestige, or lifestyle. Hence, a brand is not just a symbol but comprises of core product, packaging and marketing communication, which includes many important meanings and values of a firm; the objective of brand building is to develop more valuable profits and benefits to the company. Relationship of Brands and Their Equity According to Motameni and Shahrokhi (1998) today brands play an important part in marketing strategy because it has become an important marketing component for the company and a source of information for the consumers. Branding and brand equity has been a key topic of interest to the researchers of marketing for many years. The term brand can be explained as a name, term, sign, symbol, or design, or a combinations of them which is intended to identify the goods and the services of a seller or a group of sellers to differentiate them from those of competitors (Kotler, 2005. pp 42). This topic of branding and brand equity has been a detailed research topic in the marketing literature. Aaker (1991) and Keller (1993) have gave some thorough insight into brand equity, and both have provided theoretical schemes that link brand equity with various consumer response variables. Brand equity has emerged as a marketing imperative, so too has the need to fully understand and manage brand associations (OCass Grace, 2003). Aaker (1996) has defined brand equity as a set of assets (and liabilities) linked to a brands name and symbol that adds to (or subtract from) the value provided by a product or service to a firm and/or that firms customers. Aaker has also identified five assets of brand equity: brand awareness, brand loyalty, perceived quality, brand associations and other proprietary brand assets. Aaker (1996) also presented brand isentity model which is very important in elaborating the concept of brand identity. Fig. 2.1 Source (Aaker 1996) The brand is a very important tool for marketers as consumers use it as a reminder to conclude certain product attributes such as quality (Krishnan Hartline, 2001). Lim OCass (2000) stated that brands are seen to be valuable assets and sources of differentiation that plays a vital role in marketing strategy. Branded goods make it simpler for consumers to identify the product in the marketplace (Lassar et al, 1995), brands also reduce the consumers search costs, perceived risk and signals the quality of the product (Keller, 2006). Kellers Model of Customer Based Brand Equity On the hand Keller (1993, 1998) has proposed a knowledge based framework which is a customer based brand equity model. The framework consists of two dimensions commonly known as brand awareness and brand image. The model consists of product related and non product related attributes (OCass Grace, 2003; Keller, 2003). The product related attributes are explained as the components of the core product or service wanted by consumers (Keller, 1993). The related attributes of service can be described as the process that takes place before, during or after receiving the service. For example when a customer uses a dry cleaning service they are paying for getting their clothing cleaned and the price charged is usually for the unseen elements such as the use of premises, detergent, cleaning equipment and employee expertise (OCass Grace, 2003). The non product related attributes refers to all other attributes that are external to the function or the process of the service offering (Keller, 1993). The four non product related categories are: price, user and usage imagery, brand personality and feelings and experiences. Price is considered a non product related attribute as it remains external to the purchase or consumption of a service (Keller, 1993, 1998). In terms of branding the price does not directly reflect the service or performance. Moreover price is established as an important association in brand image evaluation and a strong quality indicator (OCass Grace, 2004, Keller, 1998). User imagery is related to the type of person who is going to use the product or service (Keller, 1998). The attributes are usually formed by the consumers own experience via contact of brand users or by the image represented by marketing communications. On the other hand usage imagery illustrates the situational factors in which the brand is used (Keller, 1998). For example time of day, week or year, location, or type of activity. The user and usage imagery typically reflects the conventional users of a product or service in the context within which it is used. Brand personality has been defined as set of human characteristics or traits that consumers attribute to a brand (Keller, 2006, p.369). In simpler terms brand personality can be expressed by both demographic and psychographic characteristics, providing a concept upon which the brand can be positioned in the consumers mind. Brand personality or personality characteristics are used to target consumers, hence attracting that particular market where the people can relate themselves to how they see their ideal self (Keller, 2006, p.66). A well established brand personality has the ability to increase emotional ties with the brand along with developing trust and loyalty. According to Keller (1998) feelings and experiences which are also non product related attributes, have become important in terms of consumer evaluations of brands, often occurring through the evaluation of advertising. In the context of services, it is important to evaluate the feelings and experiences of service brands. For the reason that production and consumption occur simultaneously in services, the service experience is the active structure of meanings associated with the behaviours, thoughts and feelings that occur during consumption, which directly impacts on the consumers perceived brand image (Keller, 1998, 2006). The measurement of brand equity has also been a high interest area of study. There are direct and indirect measures for brand equity. The direct approach is an attempt made to assess the value added by the brand to the product (Keller, 1993). The indirect approach focuses on the identification of the potential sources of brand equity (Aaker, 1991; Keller, 1993). Both these approach can be given a merit, however Keller (1993) argues that direct and indirect approach to measuring brand equity are complementary and should be used together. Concept of Service Branding in the Marketing Literature Basically branding is basically an effective marketing strategy, tool and technique which have been utilized with great results for organizations and enormous success in the past (Rooney 1995). Nowadays, branding is facing a new popularity due to new and innovative applications. Though there have been times when branding was less than successful. Now marketers are working to get the appropriate applications in the given settings. All the problems regarding branding strategy in current time include the selection of a proper brand name. Coonan (1993) stated that this fundamental issue will impact on the success of a branding strategy. Marketers have to choose the advertising strategy to support and communicate the name, once a name is selected. Hence keeping the brand in a strong position is a critical concern. New areas of branding include corporate, industrial, and service branding. These non-traditional branding environments are becoming the future for marketers using branding strategy. To add to the new branding areas, there are new branding techniques. These techniques include brand extensions and ingredient branding. New strategies, techniques, and arenas for branding have to be managed. The organization must support and identify with the strategy. The goals, objectives, and mission of any organization should be in line with the branding strategy employed. There has been a lot of work carried out on branding and brand equity by academic researchers like Keller (1993, 1998) and Aaker (1991, 1996), but majority of their work has been focused on physical goods branding. In the last decade there has been many frameworks created to assist marketers to realise how consumers think about, and respond to brands, as a result enabling marketers to implement effective consumer centred marketing activities. Turley and Moore (1995) have stated that there is an increased growth of service economies throughout the world, but the branding literature has mainly explored branding in terms of physical goods, whereas the branding of services has been minimal and left out of the picture. Several researches have been done on services marketing that has focused on topics such as measuring service quality, service failure to service switching but the examination into branding of services has not been undertaken (OCass Grace, 2004). Keller (1993, 1998) and Aaker (1996) have suggested branding frameworks that can be applied to measure brand equity, however these frameworks are excellent when used towards physical goods but are not fully adaptable for service brands as some attributes need to be taken out or completely adjusted. Keller (1993, 1998) has created a construct known as dimensions of brand knowledge which is an in-depth analytical view of the brand from the perspective of the consumer. The model has been criticised because only a small section of the model has been empirically tested to date and the model overlooks the variations found in the area of consumer evaluation concerning goods and services (OCass Grace, 2003). Keller (1998) has however argued that hi s model can be applied to both branding of goods and services. With respect Berry (2000) has criticised that these models by Keller (1993, 1998) and Aaker (1996) have some aspects in common across the two domains of goods and services, but the application of these models can be questioned. The reason being the marketing principles of goods and services are inconsistent because the difference between the two domains. The core offering of goods is different from the offerings of a service, because core service offering of a service is more complex and largely compromises of elements such as processes, people and physical facilities (Tax Stuart, 1997 cited in OCass Grace, 2004). As a result the evaluation of service brands by consumers maybe different as there maybe the need for more or newer attributes required in examining service brands than physical goods brands, hence the models by Keller (1993, 1998) and Aaker (1996) are inconsistent and cannot be completely relied on when eval uating consumer perceptions of service brands. Service When exploring the concept of service Youngs contribution is very important. Youngs (2000: P 43) says, A service, combined with goods products, is experienced and evaluated by customers who have particular goals and motivations for consuming the service. Gronroos (1990) stated that service is an activity or series of activities of more or less intangible nature. He also stated that service normally, but not necessarily, takes place in interactions between the customers and the service employees and/ or physical resources of goods and/or systems of the service provider, which are provided as solutions to customers problems. Young (2000) has mentioned three areas of service, to elaborate it in much better way. First is that service takes place via interaction of consumers and the service provider, it can be a company or an individual. The other factors are the physical resources or the environments playing a vital medium role in the process of service production and consumption. Third service is needed by consumers to provide certain functions such as problem-solving. Boone and Kurtz (1994) have worked on services and according to them each of service characteristics is as follows: 1. Intangibility: Customer cannot sample a service before purchasing it that appealing to customers sense of sight, hearing, smell, taste, and touch. 2. Inseparability: Customer perceptions of the service provider become their perceptions of the service itself. Often Customers are unable to judge the quality of a service before purchase. 3. Perish-ability: The organization cannot put an unsold service into storage. 4. Difficult to Standardizes: It is mostly impossible to standardize offerings among sellers of the same service or even to standardize the service of a single seller. 5. Buyer Involvement: It is very important that buyers are often involved in the development and distribution of services. 6. Service quality is actually high variable in all aspects. When goods and services are compared on the grounds of their characteristics following table can be helpful in doing comparison. Fig. 2.2 Comparison of products and services and service branding implications (Source Grace and OCass 2003) Kristen (2008) stated that when its about providing service, knowing the expectation of customers and the customers perception of the service encounter is a vital component to delivering superior service. Delivering superior service, especially in the hospitality industry creates a myriad of opportunities for the service organization to surpass the competitive and become a recognized leader in the service industry. It only stands to rationalize that the concept of the service encounter directly affects satisfaction, loyalty and future behavioural intensions; which in turn, has a direct affect on the organizations success and financial stability. There are four basic unique features of services: intangibility, inseparability of production and consumption, heterogeneity and perishability. Heterogeneity of Service Brands The advertising that positions the brand should be met by frontline staff as if imitating the brand. Regular planning, control, automation and regular reviews of performance improvement and consumer reaction should be made use of to overcome heterogeneity and quality control difficulties of service brands (Chernatony Riley, 1999). The human element in service condition cannot be subjected to quality control measures as a product from a factory, thus each service experience is potentially distinctive, where consistency can prove difficult to achieve on a regular basis (Berry, 2000). Berry (2000) believes the concurrent product and consumption of services can enable to customise the service brand to serve the needs of particular consumers better, thereby making the practice of marketing the responsibility of every employee. The previous branding strategy is unlikely to accommodate differing consumer needs because of the rigid structure and almost inflexible approach. By making brandin g an internal as well as external activity, may help ensure consistency across time and differing situations (Chernatony Segal-Horn, 2003). Internal branding also known as internal marketing, has received great deal of attention and an area of vast interest, which has created a consistent organisational culture revolving around the brand concept. Within the service company the brand concept needs to be understood, which allows the brand to become an internal cohesive device, enabling employees to retain flexibility to deal with different people and situations, while conforming to the brand concept. As a consequence employee relations and internal communications are essential means to motivate and retain consumer conscious employees and ensure greater consistency in service quality (Chernatony Riley, 1999). Employees with positive attitudes and behaviour can increase consumer satisfaction with the service brand, which results in increased market share and sales. Intangibility of Service Brands The factor of intangibility of the services of the organization makes it hard for customers to identify and assess the quality of a service and differentiating between other competing brands. There is also a concern to firms as they find it difficult to set accurate prices for services. To overcome this problem number of branding strategies can be implemented. It has been suggested the size and reputation of companies, which are perceived associations of the firms brand name, that are used by consumers as an indicator to measure the quality when selecting between very intangible services (Chernatony Riley, 1999). It has also been noted by Balmer and Greyser (2003) that consumers are willing to pay higher premiums for services of a company with a strong reputation. Moreover firms that recognise the company name as the brand name, categorised by a distinctive corporate identity, personality and image is considered an important service branding strategy, providing endorsements recognit ion and acceptance as well as making the service more meaningful hence tangible (Balmer Greyser, 2003; Berry, 2000). Another service branding strategy that has been encouraged is the use of unique logos or physical facilities that consumers can immediately associate with specific service providers by offering relevant tangible clues (Chernatony Riley, 1999). Many researchers have considered the branding of goods and services have their similarities; however specific nature of services requires tailored approaches (McDonald, de Chernatony and Harris 2001). Since every service is based on series of performances, service brands become a target of being perceived as commodities. To overcome this problem McDonald, de Chernatony and Harris (2001) have taken a different approach and recommended to make service brands more tangible to provide consumers with favourable set of perceptions. The authors have distinguished an effective way to carry this out is by using physical components associated with the service. For example making changes to the physical elements associated with the brand such as staff uniform, consistent office decorations to the type music played in store. However making these changes doesnt assure that consumers will have a positive view when assessing the service, because the actual service the company provides cannot be imp roved due to these changes being made. Inseparability of Service Brands As consumers are involved in services production, their expectation usually differ between encounters, mainly due to the fact how they interact with different service providers. The main influence of satisfaction with a service brand is caused by the similarity between expected and perceived behaviour, making it complex to control service quality (Summers, 1996 cited in Chernatony Riley, 1999). Moreover there is an increased emphasis towards selecting and training staff to provide a service that is consistent, however it has been argued firms should emphasis the use of corporate branding to establish a favourable consumer nature towards the company (Balmer, 1995). According to this perspective, the company brand provides consistency to the employees behaviour while maintaining consumers expectations. On the other hand it has been stated that by involving consumers in the production process, firms are better able to adapt services to individual needs. Perishability of Service Brands Service brands face a great challenge not only does the firm have to build a strong image and reputation to attract consumers (Balmer Greyser, 2003), but also preventing competitors from making promises that attract consumers away, even before the service brand has been experienced. Services cannot be stored and the service encounter often does not involve any transfer of ownership. In services such as life insurance or pensions the service is purchased long before the benefits have been received and evaluated. To overcome these difficulties it has been suggested the company should build strong brand image and reputation as one of the branding options available. Another problem arising from the characteristic of perishability is the difficulty in synchronising supply and demand. Service firms need to formulate strategies either to cope with fluctuating demand or make adjustments to match capacity and demand more closely, or they will not only face financial problems but branding iss ues as well (Chernatony Riley, 1999). The brand as recognised by consumers, encapsulates both the quality of the service and the efficiency with which the service is provided. Chernatony Riley (1999) have provided an example that the brand image of a supermarket chain depends not only on the price and the product they stock , but also how quickly and efficiently customers can pay for the good and exit the store. Long waits at queues can adversely affect the image, unless ways are found to speed up the queues or persuade consumers to shop outside peak times. Therefore organisation systems become part of the branding process that enable the delivery of promises with regards to service quality, speed and efficiency. Frameworks of Branding of Services Because of the unique features of services, consumers have a complex time evaluating the content and quality of a service prior to, during and after the usage of the service. It has been stated by Krishnan and Hartline (2001) branding is more important in services due to the complexity faced by consumers in assessing the purchase of a service. Branding of services is critical for the reason that consumers view services as a commodity. Branding of services has not been a well researched area; hence the literature is slow in development and primarily basic in nature (de Chernatony Segal-Horn, 2003; Grace OCass, 2002). Berry (2000) has suggested service brands should be distinctive, relevant, memorable and flexible and should be named same as the company rather than another name. The intangibility of services makes it difficult for consumers to evaluate the quality of the service. Regarding the growth of services across the world and the incompatibility of brand equity frameworks used for services, academics such as Berry (2000) Chernatony and Riley (1999) McDonald, Chernatony and Harris (2001) have tried to resolve this issue by creating a framework that can be examined towards consumer service branding. Chernatony and Rileys model Chernatony and Riley (1999) have carried out research with brand consultants about what they thought the difference is between goods and service brands and how they address this issue and in doing so they have come up with the double vortex brand model. The study was implemented using qualitative approach consisting of semi structured in-depth interviews with selected brand consultants in the UK. The purpose of the interview was to find out how brand consultants make sense of brands and do consultants have similar views regarding the components of the brand. The aim of this model is to find out can branding be equally used towards goods and services, and consultants perceptions towards the principle of branding a service is similar to branding for goods. In order to describe in simple terms the complex nature of brands the authors Chernatony and Riley (1999) had discovered that all participants had adopted a mental model of some description. Brand elements such as functional capabili ties, symbolic features, signs of ownership, distinctive name, service, shorthand notation and legal protection were all referred by consultants that were interviewed and these elements are used to make the double vortex model. Service Branding of Service Brand Equity Berry (2000) has taken a different approach by analysing strategies of 14 mature service companies and has created the service branding model of service brand equity. Berry (2000) believes that brand equity is made up of two components: brand awareness and brand meaning (brand image). The following has also been argued by Berry (2000) that the most important source of brand awareness is the companys presented brand, being the companys controlled communications. The controlled communications typically consists of advertising, service facilities, the appearance of service providers, the company name and logo (Brassington Pettitt, 2006). The secondary impact on brand awareness is the external communications, which is usually information consumers receive about the service that are uncontrolled by the company. Brand meaning on the other hand is said to be mainly influenced by customers experience with a particular service company (Berry, 2000). The reason being service businesses are sa id to be labour intensive, consisting of human interactions and performance, rather than machinery. Berry (2000) has emphasised that this construct plays a critical role in building the brand. The secondary influence on brand meaning is said to be the companys presented brand and the external communications. The service brand model by Berry (2000) has introduced new conceptual elements such as servicescapes, controlled and uncontrolled communications, which are significant towards branding of services. These are the typical elements which are missing from the brand knowledge model constructed by Keller (1998). Service Brand Model In response OCass and Grace (2003, 2004) have created their own version of the service brand model. This model has been constructed by adopting various measures from other branding models and potential branding dimensions applicable for services to create an integrated approach to resolve issues in consumer service branding. The authors believe by identifying the dimensions within the consumers consciousness they can gain greater knowledge of what brands mean to consumers as well as begin to understand to what extent such dimensions impact on the brand attitudes and purchase intentions of service consumers. This construct specifically gathers first hand responses of consumers evaluation of service brands in terms of how they see the brand, what expectations they have and overall feelings attitudes towards the service brand. This model by OCass and Grace (2004) includes the following dimensions: core service, interpersonal service, perceived values, se