Assignment#7 Case Study Example | Topics and Well Written Essays - 500 words

Assignment#7 - Case Study Example On the other hand, nations also owe a similar responsibility to their citizens and, in addition, they also have the onus to ensure their well being. In immigration cases, the judges consider a lot of aspects and prescribe â€Å"excessively high standard of proof† of persecution from the asylum seekers before deciding their cases (p.236). In this context, it becomes relevant that such immigrants often may not be in a position to fulfill the demands of the host nations. From the instances of the application of inconsistent regulations as well as the lack of â€Å"objective human rights assessments† while deciding immigration cases, it transpires that there is an element of bias prevailing among some of the judges (p.236). Due to their lack of adequate insight into the socio-political situations in the refugees’ homelands, these judges downplay their â€Å"likelihood of prosecution† (p.236). This may, perhaps, be the reason for the large volume of cases pending in various immigration courts. On the other hand, evidence also suggests to the pendency of a large number of social security adjudications in the country. On a surface level, since the government of a nation has an obligation to ensure the welfare of its citizens, it may appear that social security of own people deserves precedence over the rights of the people from other countries. However, this issue needs to be understood and explored on a deeper level. Asylum seekers are usually people who have no alternative other than seek refuge in an alien country because of turmoil and possible persecution in their nation of origin. In this regard, it needs to be appreciated that in normal circumstances, unless there is threat to a person’s value and belief systems, he or she may not want to abandon the homeland. Thus, it becomes evident that asylum seekers are leaving their countries due to the obvious threat to or violation of their human rights. On the other hand, the question of social security

Historical Events Paper Research Example | Topics and Well Written Essays - 750 words

Historical Events - Research Paper Example The development and expansion story of education has just remained to be one of the expanding accesses with various differences arising at every dawn of collegiate growth in each new era. Higher educational institutions were largely supported by the educational philanthropists whenever reflected back in the 12th century during the time of medieval universities development (Riesman, 2001). The higher education system is perceived to have mainly originated in the United States whereby its development has been influenced by a series of events. The federal government became directly linked to the higher education during the time of the civil war. During this period, the southern congressmen who had a tendency of opposing the legislature were missing in the action. Most of the proposals and objectives were created under the Morril Act of 1862 that was in pursuit of the educational motion gearing programs. Among the programs proved to subdue the higher educational programs included: mechanical, agricultural, and military sciences encompassing the liberal arts. The state decided to attach some new programs like agricultural and engineering to historic colleges. This was aimed at boosting the political strength and expansion of the university definition scope and the curricula between 1887 and 1914. This Act of Morril was termed as the land grant-act due to the collective su pport gain exert on colleges to enhance development. The second Morril Act of 1890 considered to be the latest stimulated the expansion power of the federal engagement in the education development. This led to the funding of projects that related to land-grant campuses (Razzell, 2006). Basing on the Morril Act with the federal legislation furry, African –Americans were faced with great attention through the receivership of mixed results due to differences experienced in treatment. This act provided the policy of strictly funding the African-American

The history of Italian Mobsters Essay Example | Topics and Well Written Essays - 750 words

The history of Italian Mobsters - Essay Example Why is this so? Where does this image of the gangster come from? Why as a "monster" type are we both attracted and repulsed by his (or less often her) screen presence?† (Florida State University, 2011). Indeed, the Mob's heroic reputation was a major part of the censorship of the early Hays Code (Florida State University, 2011). The Italian mob were complex social agents: They were both ruthless social parasites and community guards, representatives of Italian communities and their secret shame, successful businessmen and criminals. The Italian mafia were far from alone: In The Ethnic Myth, Steinberg (1991) points out that at one point one sixth of the organized crime in New York was Jewish! But it is true that the Italians were powerful in New Jersey, New York, Chicago and Las Vegas. La Cosa Nostra was a Sicilian institution, but in America, its start and success had to do with one factor: Prohibition. â€Å"The Prohibition era of the 1920s gave rise to the organized crime sy ndicate in the United States. Federal efforts to enforce prohibition, including raids on speakeasies, were countered by well-organized bootlegging operations with national and international connections. A particularly notorious gang of the times was Al Capone's mob in Chicago. There were also gangs in Detroit, New York and other cities. Wars among gangs, producing grisly killings, frequently made headlines† (US History, 2011). The FBI traces the history of La Cosa Nostra from Sicily: â€Å"These enterprises evolved over the course of 3,000 years during numerous periods of invasion and exploitation by numerous conquering armies in Italy. Over the millennia, Sicilians became more clannish and began to rely on familial ties for safety, protection, justice, and survival. An underground secret society formed initially as resistance fighters against the invaders and to exact frontier vigilante justice against oppression. A member was known as a â€Å"Man Of Honor,† respected and admired because he protected his family and friends and kept silent even unto death. Sicilians weren’t concerned if the group profited from its actions because it came at the expense of the oppressive authorities. These secret societies eventually grew into the Mafia† (2011). It is important to note, though, that not all of the people in La Cosa Nostra in America were native mobsters in Sicily. Rather, the social form was transplanted because of new conditions. It was difficult for immigrants to eke out a living in the America of the early 1900s. Prohibition made an obvious opportunity emerge: The distribution, production and consumption of alcohol would be the business model. As the Nevada Observer (1987) put it in their comprehensive time line of La Cosa Nostra (LCN), â€Å"Although organized crime had existed in the United States prior to this time, it was the bonanza of Prohibition which enabled the small, but powerful, LCN to capitalize upon its international contacts, its reputation for ruthlessness, and--above all--its rigidly disciplined structure of cooperating gangs to establish the position of unrivaled eminence it holds in the American underworld today†. But La Cosa Nostra didn't end with Prohibition. Once the organizations were created, it was too easy to use them for all sorts of other enterprises.

Charlie Chaplin's Modern Times (1936) Essay Example | Topics and Well Written Essays - 1000 words

Charlie Chaplin's Modern Times (1936) - Essay Example Chaplain, the producer of the movie, had a vision of scientific management in 1930 when the movie was produced. The era of 1930 was a period of economic misfortune, social struggles and industrial standardization (Tomlinson 660). The period’s culture was powerfully depicted by the entertainment of the thirties. In Modern Times film, the producer has constructed scenes wisely to portray his opinions of the period’s prominent management styles. The elements used in the workshop to produce the movie exhibit replaceability, standardization, specialization and centralization. These elements have been used intentionally by the producer to display criticism of classical management ideas. At the time the film was being produced, US was trapped in economic slouch that led to high unemployment rates, which consequently led to dwindling of corporate earnings. Because of these economic hardships, there came up unrelenting obsession due to the urge to save time and energy as a way of raising profit (Robinson 12). Industry leaders and business owners of the period began to turn to ever enlightening minds of scientists for help and profitability. During this time, there developed a strong consensus that math and science were the only solutions to the problems of the period. Scientists were progressing rapidly in their activities to make their labor effective and efficient. Unfortunately, for other humans within the labor force, during the scientific age had scientific views that led to great injustices. The Modern Times film unfortunately failed to suggest how employees can be managed as mechanized entities instead of just ordinary humans. Most scientific minds like Fredric k Taylor, managers and CEOs accepted and suggested classical management theorists to place proposals to work in their factories (Tomlinson 661). The Modern Times film has highlighted this aspect in brief. The film opens with a juxtaposition of a heard of crazed sheep with a street hustling with a mass

Historical Events Paper Research Example | Topics and Well Written Essays - 750 words

Historical Events - Research Paper Example The development and expansion story of education has just remained to be one of the expanding accesses with various differences arising at every dawn of collegiate growth in each new era. Higher educational institutions were largely supported by the educational philanthropists whenever reflected back in the 12th century during the time of medieval universities development (Riesman, 2001). The higher education system is perceived to have mainly originated in the United States whereby its development has been influenced by a series of events. The federal government became directly linked to the higher education during the time of the civil war. During this period, the southern congressmen who had a tendency of opposing the legislature were missing in the action. Most of the proposals and objectives were created under the Morril Act of 1862 that was in pursuit of the educational motion gearing programs. Among the programs proved to subdue the higher educational programs included: mechanical, agricultural, and military sciences encompassing the liberal arts. The state decided to attach some new programs like agricultural and engineering to historic colleges. This was aimed at boosting the political strength and expansion of the university definition scope and the curricula between 1887 and 1914. This Act of Morril was termed as the land grant-act due to the collective su pport gain exert on colleges to enhance development. The second Morril Act of 1890 considered to be the latest stimulated the expansion power of the federal engagement in the education development. This led to the funding of projects that related to land-grant campuses (Razzell, 2006). Basing on the Morril Act with the federal legislation furry, African –Americans were faced with great attention through the receivership of mixed results due to differences experienced in treatment. This act provided the policy of strictly funding the African-American

Charlie Chaplin's Modern Times (1936) Essay Example | Topics and Well Written Essays - 1000 words

Charlie Chaplin's Modern Times (1936) - Essay Example Chaplain, the producer of the movie, had a vision of scientific management in 1930 when the movie was produced. The era of 1930 was a period of economic misfortune, social struggles and industrial standardization (Tomlinson 660). The period’s culture was powerfully depicted by the entertainment of the thirties. In Modern Times film, the producer has constructed scenes wisely to portray his opinions of the period’s prominent management styles. The elements used in the workshop to produce the movie exhibit replaceability, standardization, specialization and centralization. These elements have been used intentionally by the producer to display criticism of classical management ideas. At the time the film was being produced, US was trapped in economic slouch that led to high unemployment rates, which consequently led to dwindling of corporate earnings. Because of these economic hardships, there came up unrelenting obsession due to the urge to save time and energy as a way of raising profit (Robinson 12). Industry leaders and business owners of the period began to turn to ever enlightening minds of scientists for help and profitability. During this time, there developed a strong consensus that math and science were the only solutions to the problems of the period. Scientists were progressing rapidly in their activities to make their labor effective and efficient. Unfortunately, for other humans within the labor force, during the scientific age had scientific views that led to great injustices. The Modern Times film unfortunately failed to suggest how employees can be managed as mechanized entities instead of just ordinary humans. Most scientific minds like Fredric k Taylor, managers and CEOs accepted and suggested classical management theorists to place proposals to work in their factories (Tomlinson 661). The Modern Times film has highlighted this aspect in brief. The film opens with a juxtaposition of a heard of crazed sheep with a street hustling with a mass

Solomon, Consumer Behaviour Essay Example for Free

Solomon, Consumer Behaviour Essay When we say personality, actually everyone can understand what it is meant to be but actually it is hard to define a formal description of â€Å"Personality†. One answer can lie in the concept of personality, which refeers to a person’s unique psychological make up and how it concsistently influences the ay a person’s responds to his/her environment. From now on when we say â€Å"Personality†, we mean all of the distinctive, consistent and structured relations between an individual ‘s inner and outer environment. Personality is also be described as â€Å" the particular combination of emotional, attitudinal, and behavioral response patterns of an individual† Some psychologists may argue that the concept of personality may not be valid. Many studies find that people do not seem to exhibit stable personalities. Because people do not necessarily behave the same way in all situations, they argue that this is merely a convenient way to categorize people. It’s a bit hard to accept because we tend to see others in a limited range of situations and so they do appear to act consistently. Marketing strategies often include some aspect of personality. These dimensions are usually considered in conjunction with a person’s choice of leisure activities, political beliefs, aesthetic tastes, and other personal factors that help us to understand consumer lifestyle. Freudian Theories: Who is Sigmund Freud? Sigmund, born Sigismund Schlomo Freud (6 May 1856 – 23 September 1939), was an Austrian neurologist who founded the discipline of psychoanalysis. An early neurological researcher into cerebral palsy, aphasia and microscopic neuroanatomy, Freud later developed theories about the unconscious mind and the mechanism of repression, and established the field of verbal psychotherapy by creating psychoanalysis, a clinical method for treating psychopathology through dialogue between a patient (or analysand) and a psychoanalyst. Psychoanalysis has in turn helped inspire the development of many other forms of psychotherapy, some diverging from Freuds original ideas and approach. * http://en. wikipedia. org/wiki/Sigmund_Freud Sigmund Freud proposed the idea that much of one’s adult personality stems from a fundamental conflict between a person’s desire to gratify his/her physical needs and the necessity to function as a responsible member of society. The id seeks out immediate gratification. The superego is the counterweight to the id. It is a person’s conscience. The ego is the system that mediates between the two. It tries to find ways to gratify the id that are acceptable to society. This is called the Pleasure Principle. â€Å"Id† is selfish and illogical. It is the â€Å"Party Animal† of the mind. It’s about immidiate gratification. Id operates according to the pleasure principle which our basic desire to maximize pleasure and avoid pain guides our behaviour. Id directs a person’s physical energy toward pleasurable acts without regard for any consequences. â€Å"Superego† is the counterweight to the id. The superego is essentially the person’s consicience. The superego internalizes society’s rules and tries to prevent the id from seeking selfish gratification. â€Å"Ego† mediates between the id and superego, it acts as a refree in the fight between temptation and virtue. The ego tries to balance these opposing forces according to the reality principle which means it finds way to gratify the id that the outside world will find acceptable. These conflicts occur on an unconcious level , so the person is not necessarily awere of the underlying reasons for his/her behaviour. Freud’s ideas highlights the potential importance of unconscious motives that guide our purchases. Consumer researchers have adapted some of Freud’s ideas. Consumers cannot necessarily tell us their true motivation when they choose products, even if we can devise a sensitive way to ask them directly. The Freudian perspective also raises the possibility that the ego relies on the symbolism in products to compromise between the demands of the id and the prohibitions of the superego. The person channels her unacceptable desire into acceptable outlets when she uses products that signify these underlying desires. This is the connection between product symbolism and motivation: The product stands for, or represents, a consumer’s true goal, which is socially unacceptable or unattainable. By acquiring the product, the person vicariously experiences the forbidden fruit. Phallic Symbols: are male-oriented symbolism that appeals to women. According to Freud’s idea the use of some objects that resemmble sex organs. For example: Cigars, trees, swords, buttons,trains and cars are look alike male sex organs. In addition to those mentioned, tunnels and button holes are symbolysed as female sex organs. Most Freudian applications in marketing relate to a product’s supposed sexual symbolism. For example owning a sports car for a man going through a mid-life crysis is a substitute for sexual gratification. Motivational Research: Motivational research borrowed Freudian ideas to understand the deeper meanings of products and advertisements. The approach assumed that we channel socially unacceptable needs into acceptable outlets including product substitutes. Motivational Research relies on depth interviews with individual consumers instead of asking many consumers a few general questions about product usage. Motivational Researcher probes deeply into each respondents’ purchase motivations. It might take several hours and the respondent can not immediately articulate his/her latent or underlying motives. The researcher can reach these only after extensive questioning and interpretation. Ernst Diechter was a psychoanalyst who trained with Freud’s disciples in Vienna. Dichter conducted in-depth interview studies on more than 230 products. There are both appeals and criticism associated with motivational research. * Criticisms * Invalid or works too well * Gave advertisers the power to manipulate consumers * Research lacked sufficient rigor and validity because the interpretations are so subjective. * The analyst bases his conclusions on his own judgement after an interview with a small number of people * The doubt of if the finding would generalize to a market or not * Too sexually based because of The Orthodox Freduian Theory * Appeal * Less expensive than large-scale surveysÃ'Ž * Powerful hook for promotional strategy * Intuitively plausible findings (after the fact) * Enhanced validity with other techniques Motives and Associated Products * Power-masculinity-virility: Sugar products large breakfasts, power tools – Coffee , Red meat, heavy shoes, toy guns, buying fur coats to women, shaving with a razor * Security: Ice Cream(to feel like a loved child again), Full drawer of neatly ironed shirts * Eroticism: Sweets (to lick) gloves (to be removed by women as a form of undressing) * Moral purity-cleanliness: White Bread , Cotton Fabrics , oatmeal (sacrifice, virtue) * Social acceptance: Companionship: Ice CreamÃ'Ž Love and Affection: Toys (to express love for children) Acceptance: Soap Beauty products * Individuality: Foreign Cars, Vodka, Perfumes * Status: Health Problems (To show one has a high stress , important job! ) Carpets (to show one does not step on ground with bare feet) * Femininity: Cakes and cookies, dolls, silk, tea, household curios (anthics) * Reward: Cigarettes, Alcohol, Candy, Ice CreamÃ'Ž * Mastery over environment: Kitchen appliences, boats, sporting goods, cigarette lighters * Disalienation (a desire to feel connectedness to things) : Morning radio broadcast, skiing * Magic-mystery: Soups (healing power), paints (changes mood of room), unwrapping gifts Other interpretations were hard for some researchers to swallow; such as the observation that women equate the act of baking a cake with birth, or that men are reluctant to give blood because they feel it drains their vital fluids. However, American people sometimes say a pregnant woman has â€Å"A bun in the owen† When the Red Cross hired Ernest Diechter to boost blood donation rates he reported that men (but not women) tend to intensely overestimate the amount of blood they give. As a result the red cross, counteracted men’s fear of losing their virility when the organization symbolically equated the act of blood with fertilizing a female egg: â€Å" The gift of life. † Neo Freudian Theories Alfred Adler He was cooperating with Freud and Carl Jung but later in the Freudian Theories the emphasis on sex was not accepted by Alfred Adler. Adler called it individual psychology because he believed a human to be an indivisible whole, an individuum. He also imagined a person to be connected or associated with the surrounding world to form an independent school of psychotherapy and personality theory. Following this split, Adler would come to have an enormous, independent effect on the disciplines of counseling and psychotherapy as they developed over the course of the 20th century. Adler emphasized the importance of equality in preventing various forms of psychopathology, and espoused the development of social interest and democratic family structures for raising children. His most famous concept is the inferiority complex which speaks to the problem of self-esteem and its negative effects on human health (e. g. sometimes producing a paradoxical superiority striving). His emphasis on power dynamics is rooted in the philosophy of Nietzsche, whose works were published a few decades before Adlers. However, Adlers conceptualization of the Will to Power focuses on the individuals creative power to change for the better. Adler argued for holism, viewing the individual holistically rather than reductively, the  latter being the dominant lens for viewing human psychology. Adler was also among the first in psychology to argue in favor of feminism making the case that power dynamics between men and women (and associations with masculinity and femininity) are crucial to understanding human psychology. Adler is considered, along with Freud and Jung, to be one of the three founding figures of depth psychology, which emphasizes the unconscious and psychodynamic. Caren Horney: According to Horney; individual’s reaction to percieved real threats ,anxiety, is stronger than sexuality or libido. Individuals have ways and neurotic tendencies to cope up with emotional problems in daily life. These tendencies occur as moving towards others (compliant), away from others (detached) or against others (The aggressive). Compliant people are more likely to gravitate toward name brand products. (Celal Birsen – Turkish Umbrella Manufacturer) Detached people are more likely to be tea drinkers. Aggressive people prefer brands with a strong masculine orientation. We can clearly see that in Old Spice Commercials with Terry Crews. Another approach by Harry Stack Sullivan focused that personality evolves in both internal and external daily communicatiosn to overcome anxiety. Carl Jung: Carl Jung was also a disciple of Freud but their relationship ended in part because Jung did not accept Freud’s emphasis on sexual aspects of personality. Jung developed his own method psychotherapy known as analytical psychology. He believed that we all share a collective unconscious. You can think of this collective unconscious as a storehouse of memories we inherited from our ancestors. From these shared memories, we recognize archetypes. An archetype is a universally recognized idea or behavior pattern. They typically involve themes like birth and death and appear in myths, stories, and dreams He is the founder of Analitical Psychology He mentioned the â€Å"id† as the power source of unconscious ego. Unconscious can be classified into personal and collective unconscious. Jung believed that cummulative experiences of past generations shape who we are today(Experiences have been inherited from past generation to next generation) which is collective unconscious. People are afraid of dark because their distant anchestors had good reasons to fear it. Personal unconscious means rudimentary ideas and subdued beliefs and livings. Many psychological concepts were first proposed by Jung, including the Archetype, the Collective Unconscious, the Complex, and synchronicity. A popular psychometric instrument has been principally developed from Jungs theories. Persona,one of the most common archetypes defined by Carl Jung, has a major factor while personality is shaped. It is the visible part of our personality by other people, it is the mask we wear during interacting in environment. The other two major archetypes are anima and animus. Anima is the feminine characteristics within a male personality, and animus is the masculine characteristics within a female personality. BrandAsset ® Valuator of Archetyes is created by BrandAsset ® Consulting: A Young Rubicam Brands Company. The model shows the relationships among the Archetypes. For each healthy personality, there is a corresponding Shadow. A healthy personality is one in which the Archetypes overwhelm their corresponding Shadows. A sick personality results when one or more Shadows prevail. When a brand’s Shadows dominate, this cues the agency to take action to guide the brand to a healthier personality. Agency uses the valuator to get opions of brands, keep the brand away from ome than one shoadow characteristic and move brand into a healthier positions. BrandAsset Valuator ® Archetypes Trait Theory : Trait theory focuses on the quantitative measurement of personality traits. Personality traits are the identifiable characteristics that define a person. For instance, we might say that someone is an introvert (quite and reserved) or an extrovert(Socially outgoing). Some of the most relevant traits for consumer behavior are listed below * Innovativeness is the degree to which a person likes to try new things. * Materialism is the amount of emphasis a person places on acquiring and owning products * Self-consciousness is the degree to which a person deliberately monitors and controls the image of the self that he or she projects to others. * Need for cognition is the degree to which a person likes to think about things and by extension, expends the necessary effort to process brand information. * Frugality is the tendency to deny short-term purchases and to make due with what they already own. David Reisman first introduced the terms inner-directed and outer-directed more than 30 years ago. There are several differences that exist between idiocentric (an individualist orientation) and allocentric (a group orientation) personalities. | Idiocentrics | Allocentrics |Ã'Ž | (individualist orientation)| (group orientation)| Contentment| More satisfied with current life| Less satisfied with current life| Health Consciousness| Less likely to avoid unhealthy foods| More likely to avoid unhealthy foods| Food Preparation| Spend less time preparing food| Love kitchen; spend more time preparing food| Workaholics| More likely to work hard and stay late at work| Less likely to work hard| Travel and Entertainment| More interested in traveling to other cultures| Visit library and read more|Ã'Ž Problems with Trait Theory The use of standard personality trait measurements to predict product choices has met with mixed success. It is simply hard to predict consumer behavior based on personality! There are several explanations; * Scales not valid/reliable –Results may not be stable over time * Tests borrow scales used for mentally ill marketers â€Å"borrow† those results to apply a more general population * Inappropriate testing conditions and not well trained test administers * Ad hoc instrument changes – reduces ability to compare test results across consumer samples * Use of global measures to predict specific brand purchases * â€Å"Shotgun approach† (no thought of scale application) – No specific advance knowledge about how test results is going to be conducted about purchases of specific brands. Researchers are recognised that Trait researches can not fully describe what the purchase decision is mainly caused by but a part of it. Marketers have to incorprate personality data with information about people social and economic conditions for it to be useful. Brand Personality Brand personality is set of traits people attribute to a product as if it were a person. Brands borrow personality traits of individuals or groups to convey an image they want customers to form of them. Many of the most recognizeable figures in popular culture are spokescharacters for long-standing brands, such as Mr. Muscle in Turkish advertisements. Animism: Brands carry their energy, attractiveness and soul on products as living creatures (Quaker Oats man and their credibility are reflected to a product package so that consumers may assume producers as shrewd and fair as Quaker Oats. Brand equity is the extent to which a consumer holds strong, favorable, and unique associations with a brand in memory—and the extent to which s/he is willing to pay more for the branded version of a product than for a nonbranded (generic) version . Like people, brand personalities do change over time. Brands’ popularity may vary from year to year. Herebelow it’s the most popular companies in Turkey in years 2010 and 2011. One year can make significant changes in brands equity. http://www. businews. eu/wp-content/uploads/2011/06/egsa50-1. jpg To give you another idea of how much things change Americans ranked these brands as the most stylish in year 1993 and 2008 Top 5 Stylish 1993 * Levis * Nike * Bugle Boy * Guess * L. A. Gear Top 5 Stylish – 2008Ã'Ž * Victoria’s Secret * Ralph Lauren * Nine West * Calvin Klein * Coach Doppelganger Brand Image When a company makes too many false or misguiding advertisesments, consumers can give humoristic and rebellios responses. This may be a web site attack or a fan-made(or anti-fan) video that make fun of it on Youtube and other similar content sharing social media. This is called Doppelganger Brand Image (Which means the bad twin of that brand) For example Turk Telekom’s ADSL connection also known as TTNT ADSLÃ'Ž Logo of London 2012 Olympics. The british tabloids have been less than kind; one paper described the design as a â€Å"Toileting monkey†. Also it has got some critisism due to it symbolysis Semitic Quote to â€Å"Sion†. An anti logo group got 50000 people to sign a petition demanding that organizors change the design. Some marketing experts feel that this outcry is a good thing because most young Britons are very blase about the prospect of the Olympics taking place in their backyard. So this will get their blood pumping. As an example of Animism; Adidas Brand creates a focus group of children and asks them to image, Adidas is going to join a party and tell them how they imagine adidas in the party. The kids responded that Adidas would be hanging around the keg with its pals, talking about girls unfortunely they also said Nike would be with the girls. The results reminded Adidas’ brand managers they had some work to do. Brand Action| Trait Inference| Brand Examples|Ã'Ž Brand is repositioned several times or changes slogan repeatedly | Flighty, schizophrenic| Ford, Geico, Puma| Brand uses continuing character in advertising | Familiar, comfortable | Marlboro, Turkcell, Arcelik| Brand charges high prices and uses exclusive distribution| Snobbish, sophisticated| LV, Hermes, MacroCenter| Brand frequently available on deal| Cheap, uncultured| HM| Brand offers many line extensions| Versatile, adaptable| Ipana| Brand sponsors show on PBS or uses recycled material| Helpfull, supportive| Toms, IKEA| Brand features easy to use packaging or speaks at consumers level in advertising | Warm, Approachable| T-Box| Brand offers seasonal clearance sale| Planfull, practival| Mango, Polo Garage| Brand offers five-year warranty or free customer hotline| Reliable, Dependable| Hyundai|Ã'Ž The Zaltman Metaphor Elicitation Technique (ZMET) Zaltman Metaphor Elicitation Technique (ZMET) is a technique for eliciting interconnected constructs that influence thought and behavior. It is used to measure the brand equity. This tool can help companies in creating positive associations with customers. This works most, as by talking the brand in the form of story , marketer better able to grab the attention of customers and touch their feelings. ZMET is one tool used to asses the strategic aspect of brand personality and is based on the premise that brands are expressed in metaphores; that is, a representation of one thing in terms of another. These associations offen are non-verbal so the ZMAT approach is based on a non verbal representation of brands. Participants collect a minimum of twelve images representing their thoughts and feelings about the topic, and are interviewed in depth about the images and their feelings. Eventually digital imaging techniques are used to create a collage summarizing these thoughts and feelings and the person tells a story about the image created. Nestle Cerelac is the leading brand in baby food category. See how Cerelac brand equity measure through ZMET technique. By using this example, you can better able to apply this tool and increase you brands overall worth.