Marketing Mix and the Brand Reputation of Nokia

Market Forces April 2008 Vol. 4 No. MARKETING MIX & BRAND RESEARCH MARKETING MIX AND THE BRAND REPUTATION OF NOKIA SYED EHTESHAM ALI College of Management Sciences PAF-Karachi Institute of Economics and Technology E-mail: [email  protected] com Abstract Pakistan’s mobile phone market is growing very fast. The most selling brand in the market is Nokia. A hypothesis was developed that the reputation of a brand is a source of demand and the competitively superior quality image justifies a premium price. In this survey we assessed the reasons for preference of this brand based on established parameters of marketing mix (the 4 Ps). The objective of this study was to measure the extent of preference of these parameters. For this purpose a questionnaire was developed and administered to 240 respondents. The alternate hypothesis that at least one of the predictor variables would have a linear relationship with the dependent variable brand reputation was accepted. R? is 0. 53, which indicates that about 53% of the variation on the dependent variable is explained by the predictor variable, which is significantly moderate. Among all the independent variables the slope for the product quality and promotion (advertising & communication) were higher than the rest. Regression coefficients for product quality and promotion (advertising & communication) were 0. 95 and 0. 85 respectively. This means that an increase in one rating (on the scale of five to one) of product quality and promotion (advertising & communication) would cause brand reputation to increase by 0. 95 and 0. 85 rating respectively. 1. 0. 0 OBJECTIVE: The objective of this study was to measure how elements of marketing mix and their relationship affect the brand reputation of Nokia mobile phone. Though the marketing mix concept such as product, price, place and promotion are very important in analyzing the marketing strategy, the scope of the study was mainly MARKET FORCES APRIL-2008 15 MARKETING MIX & BRAND RESEARCH focused on one aspect of brand equity i. e. brand reputation, the ultimate reflection of the correct blend of all marketing mix. 1. 1. 0 LITERATURE SURVEY 1. 1. 0 Brand Branding has an ancient history. It could be traced back to the times when the ancient Egypt brick makers used to stamped symbols on the bricks for identification and distinction purposes (Farghuhar 1990). Nilson (1998) on the other hand found that ancient farmers used to put symbols on the cattle with the help of hot iron, which meant burning. The word brand has been derived from the Scandinavian word â€Å"branna† that means to burn. In Swedish language the word â€Å"brand†, means fire. Thus when a producer put some marks or symbols on their product it will come in the category of branding (Nilson 1998). One of the advantages of strong brand name is that its helps in penetrating in a new market or a new market category. Globalization has created tremendous brand awareness and this awareness is not dependent on the availability of the products. Czinkota & Ronkainen 2001). For example in Pakistan, brands such as such as McDonald, Pizza Hut and KFC had very strong awareness even before they opened their franchises in Pakistan. 1. 2. 0 Brand Equity Brand equity is a relationship between customers and brands resulting in a profit to be realized at a future date (Wood 2000). Kotler and Armstrong (1996) were of the opinion that measuring brand equity is a tedious job. Nevertheless a powerful brand means high brand equity that helps in achieving ‘higher brand loyalty, name awareness, perceived quality, and strong brand associations’. Some of the major benefits of brand equity are brand awareness and consumer loyalty which helps in reducing marketing costs. Brand is an important equity; therefore, it should be carefully preserved by adopting strategies that would help in maintaining or improving brand awareness, perceived brand quality and positive associations. (Kotler & Armstrong 1996) Ambler and Styles (1997) are of the opinion that brand equity could be measured from two perspectives. One is â€Å"financial evaluation approach† and the other is â€Å"consumer-based approach†. The financial evaluation approach is related to the monetary value of the brand, and the consumer-based approach focuses on the brand itself that is how much value the consumers give to the brand. Brand equity is also considered as an accumulated profit that could be realized at a future date. The brand equity concept can also cause confusion, because of difficulty in measuring it (Ambler & Styles 1997). MARKET FORCES APRIL-2008 16 MARKETING MIX & BRAND RESEARCH Importance of brand equity demands need for more practical experience and comparative research to judge and validate the usefulness of brand evaluation methods (Farquhar 1990). The recent merger and acquisition trend has also increased the importance of measuring brand equity (Tauber 1988). The role of brands is now far beyond product differentiation or competing for market share. They are accumulated annuities which the firm can acquire from its balance sheet (Tauber 1998). Firms could have a strong competitive edge over competitors if they could create brand equity ‘through building awareness, image, and linking associations’ (Keller 1998). A stronger brand would always have a better understanding of needs, wants, and preferences of consumers than the brands that are not competitive. Thus stronger brands would help in creating effective marketing programs that could go beyond consumer expectations. (Keller 1998). Brand equity since last one decade has remained popular for attracting new market segments (Pitta & Katsanis, 1995). This phenomenon of brand equity has coincided with the newly emerged but equally popular phenomenon of brand extension (Ambler & Styles 1997). Research shows a two way relationship between brand equity and extension. A brand's equity could influence the success of extensions, and extensions could positively influence brand's equity. The result is that highly valued brand extensions are more successful. Consumers tend to choose those brands that have strong brand equity. This creates strong brand loyalty, and would make it difficult for the customers to switch to the competitors. Brand position of a firm is strongly dependent on the positive image of brands. Strong brands are a major source of differentiation and extending the same towards a specific product category is easier. Successful brand allows firms to demand high prices and are a source of barrier which makes it difficult for consumers to switch to other brands (Pitta & Katsanis 1995. 1. 3. 0 BRAND REPUTATION: According to Aaker (1991, 1996) and Kapferer (1997) both companies and consumers are watchful over the brand reputation of what they sell or buy. Every brand represents distinct values, creates a distinct profile in the minds of the customers in respect to what it stands for. For example in beverage industry Coca-cola stands for â€Å"refreshingâ €  and in car industry Volvo brand is perceived for â€Å"safety and comfort†. Similarly in the mobile industry Sony Ericsson is poised as â€Å"music and entertainment† etc. Globalization and advanced technology have made the market more competitive, thus firms, now, are more brand sensitive. They have observed that the consumer preferences have become homogenous because of globalization and the spread of technology. Thus, both the sellers MARKET FORCES APRIL-2008 17 MARKETING MIX & BRAND RESEARCH and buyers are paying attention to the brand reputation in terms of what they are buying and selling. A consumer during his lifetime undergoes a series of ever changing circumstances and situations. As a result his brand preference shifts with his changing needs. The brand attributes or features must fit to consumers’ need to maintain an ongoing permanent relationship with the brand. The consumers need to have a trust in their preferred brands for continued offering of the desired benefits. According to Browne (1998), if companies fail to ensure a trustworthy, stable brand reputation, the brand’s growth and market share will be affected. Thus a brand reputation is the image of superior quality and added value, which justify a premium price. A reputable brand is a strong asset, which benefits from a high degree of loyalty and stability for future sales (Kapferer 1997). Ultimate goals of highly reputed brands should be to strengthen their image. Low selling brands with low reputation should focus on tailoring their marketing mix and fixing the overall image problem (Baldinger & Rubinson 1996). Firms dealing with mobile handset are also concerned with the reputation of their brands, and how this would affect their international market share. Competition among the mobile companies has forced them to create a brand reputation in customers’ minds. The mobile telephone industry is comprised of mostly multinationals and has financial advantages in their cost structure. This advantage is not available to their purely domestic counterparts (Kapferer, 1997). Brand reputation in the mobile telephone industry is becoming crucial for consumers’ purchasing behaviors. Temporal and Lee (2001) argue that powerful brands are the ones that are built on reputation and this will not change, but would gain more importance in the future. Up Shaw (1995), agrees and claims that branding is the art of trust creation and therefore it is imperative for companies to build a reputable identity in order to maintain trust with their consumers. A highly reputed brand name is considered as a favorable and publicly recognized name that reflects merit, achievement, and reliability. According to Paul and John (1997), the attribute reputation is an estimation of the consistency, over a period of time for an entity. This estimation is based on the entity's willingness and ability to perform an activity repeatedly in a similar fashion and an attribute is some specific part of the entity – price, quality, promotion, distribution and other marketing skills. A brand is a relationship between reputation and promise. Moreover, reputation is a set of expectations. A brand is a combination of tangible and intangible attributes, symbolized in a trademark. If properly managed, brand creates influences and generates value. Temporal and Lee (2000) also define the brand MARKET FORCES APRIL-2008 18 MARKETING MIX & BRAND RESEARCH as a promise to the consumer of what the product, service, or company stands for, and for the kind of experience they can get from it. If the promise is delivered, customers will be satisfied and this will keep them coming back to a company’s product. Kotler (1999) defines three clear advantages, which brands offer to the consumers. Firstly, brands inform the consumer about the product quality. Buyers, who consistently purchase the same brand, are aware that they will get the same quality each time they purchase the product. Secondly, brand names simplify shopping for consumers, by enhancing their ability to find the products that match their wants and needs, as opposed to generic branding. Lastly, brand names allow consumers attention to be drawn to new products that are beneficial to them, since the brand is the first form of recognition. To become successful and hence profitable, brands must develop a positive reputation. A reputable brand is strong assets, which benefits from a high degree of loyalty and thus forms stability of future sales. (Rogerson 1983). Brand reputation involves a continuum ranging from an uncertain feeling that the brand is recognized at the market place, to a belief that it is the number one in the product class by customer (Aaker 1991). This continuum can be represented by different degree of brand reputation known on the market. The brand reputation can be good or bad, strong or weak. It crystallizes how people feel about the reputation based on whatever information they have about the brand. Some companies have not built any brand at all. We can say for the â€Å"unknown brand† that, for it, no reputation exists and it does not affect consumer-buying behavior on the market. 1. 2. 0 MARKETING MIX. 1. 2. 1 PRODUCT (Quality): (Quality): Product quality is an important determinant for the customers for choosing a brand that helps in the development of brand reputation. Quality belongs to the product perspective of a brand’s identity whereas perceived quality is how a brand’s quality is seen by the consumers. It is one of the key dimensions in Aaker’s brand equity model. A higher price is a sign of high quality to the consumers. Perceived quality is a source of consumer satisfaction it makes them to repurchase the product, which leads to loyalty. (Uggla 2001). MARKET FORCES APRIL-2008 19 MARKETING MIX & BRAND RESEARCH 1. 2. 2 PRICE (Affordability): (Affordability): Price influences the brand choice in two ways: (1) Seek the lowest price to avoid financial risk or (2) Seeks the higher price to gain product quality (Macdonald & Sharp 2000). For some consumers, the price is vital particularly when they are purchasing everyday products. Some consumer may choose a brand just because it has the lowest price, while other consumers may choose a brand just because it has the highest perceived price inferring that it is of high quality. 1. 2. 3 PROMOTION (Advertising & Communication): Communication): How can a company build its brand reputation through promotion? A promotion that provides incentives to try a new flavor or new use will be more effective if the brand is familiar and there is no need to combat a consumer skeptical of brand reputation (Pringle & Thompson 1999). Advertising acts as a major tool to enhance brand reputation. The purpose of advertising is to make the consumers to purchase their brands. Advertising is one of the most visible forms of communication. It creates a set of associations the consumers want to have about a brand. If advertising, promotion and packaging support a constant positioning strategy over time, the brand is likely to be strong (Aaker 1991). 1. 2. 4 PLACE (Availability): Firms rarely work alone in creating value for customers and building positive brand reputation. Consistency of supply and availability at convenient locations are vital for brand reputation. Any disagreement between marketing channel members on goals and roles may create channel conflict, which eventually could hamper overall reputation of the specific brand (Kotler, 2006). Reputation is a historical notion based on the sum of the past behaviors. It is prone to change over time and is a function of time. 2. 0. 0 RESEARCH QUESTION: The following research question has been formed in the light of the literature review. How do the mobile phone buyers perceive the brand reputation of Nokia in terms of marketing mix? 3. 0. 0 METHODOLOGY: MARKET FORCES APRIL-2008 20 MARKETING MIX & BRAND RESEARCH Based on the literature survey and the above-identified independent and dependent variables, a close-ended questionnaire was developed. Questionnaire was based on a total of 14 questions; seven were related to personal data and the rest were related to the subject study that is measuring brand reputation in terms of marketing mix. The sample size for the study was 240 and it was chosen non-randomly and was personally administered by my students. The analysis was inclusive of the measures of central tendencies and the measure of dispersion. The hypothesis was tested through multiple regressions. 4. SURVEY FINDINGS: 4. 1 MEASURES OF CENTRAL TENDENCIES & DISPERSION: The respondents’ opinions on the determinants of marketing mix and brand reputation were obtained. The determinants for marketing mix were product (quality), price (affordability), promotion (advertising and communication) and place (availability). The determinants for brand reputation were favorability, public recogn ition, reliability and consistency. The summarized results related to the measures of the central tendencies and dispersion are presented below: Table Number One Measure of Central Tendencies Product (Quality) Mean St. Error Median Mode St. Dev. S. Var. Kurtosis Skew ness Range Minimum Maximum Sum Count 4. 74 0. 03 5. 00 5. 00 1. 13 0. 19 -0. 77 -0. 98 1. 00 4. 00 5. 00 1138 240 Price (Affordability) 3. 82 0. 03 5. 00 5. 00 0. 81 0. 18 -0. 39 0. 08 1. 00 4. 00 5. 00 1144 240 Promotion (Adv. & Communication) 4. 45 0. 03 5. 00 5. 00 1. 08 0. 29 -0. 18 -0. 82 2. 00 3. 00 5. 00 1107 240 Place (Availability) 4. 02 0. 03 4. 00 4. 00 1. 04 0. 23 1. 23 -0. 74 3. 00 2. 00 5. 00 1017 240 Brand Reputation 4. 89 0. 05 5. 00 5. 00 1. 16 0. 49 3. 69 -1. 09 3. 00 2. 00 5. 00 1117 240 MARKET FORCES APRIL-2008 21 MARKETING MIX & BRAND RESEARCH M ark e ting M ix viz. Brand Re putation 6 5 4 3 2 1 0 Product Price Promotion Place Brand Reputatioon 4. 74 3. 82 4. 45 4. 89 4. 02 The respondents’ opinions on dependent variable brand reputation was the highest with a mean of 4. 89, whereas the rating on product (quality) ranked second with a mean of 4. 79 and the price (affordability) was the lowest with a mean of 3. 82. The standard deviation of respondents’ opinion on independent dimensions â€Å"price (affordability)† was the least (0. 1) as compare to the other dimensions. This indicates that there is less polarization and difference in the respondents’ opinion on the dimension â€Å"price (affordability)†. The standard deviation of respondents’ opinion on dimension â€Å"product (quality)† was the highest i. e1. 13 as compared to the other dimensions. This indicates that there is a high polarization of respondents†™ opinions on the â€Å"product (quality)† dimension. Skewness for all the determinants of brand reputation was negative except price (affordability)† with the value of 0. 08. The negative skewness indicates that the majority of the respondents’ opinions on the respective determinants were below the average level and the distribution curve is negatively skewed. 4. 2. 0 BRAND REPUTATION The respondents’ opinions were obtained in terms of favorability, recognizably, reliability, and consistency. The summarized results are presented below: TABLE NUMBER-2 REPUTATION OF NOKIA Most favorable Most Publicity Most Reliable Most Consistent MARKET FORCES APRIL-2008 22 MARKETING MIX & BRAND Recognized 4. 01 4 3. 1 RESEARCH 3. 63 4. 5 4 3. 5 3 2. 5 2 1. 5 1 0. 5 0 4. 01 4 3. 1 3. 63 Most f avorable Most Publicity Recognized MostReliable Most Consisten The level of favorability and recognize ability of Nokia brand was the highest with a mean of 4. 04 and 4. 0. The perception on the consistency and reliability were found to be on the lower side with a mean of 3. 1 and 3. 63 respectively. 4. 1. 2 HYPOTHESIS TESTING: Literature survey suggests that, buyers perceive or build brand reputation of mobile phones in terms of (1) product (quality), (2) price (affordability), (3) promotion (adv. & communication) and (4) place (availability). Based on the theoretical framework, the following hypotheses were developed. H1o: Sufficient evidence exists to conclude that no linear relationship exists between Nokia’s dependent variable â€Å"brand reputation† and independent variables such as product, price, promotion, and place. H1A: At least one of the predictor variables has a linear relationship with the dependent variable â€Å"brand reputation†. STATISTICAL REPRESENTATION: The statistical representation of the above hypothesis is presented below. H1O: ? 1= ? 2= ? 3= ? 4=0 H1A: ? 1? ?2? ?3? ?4? 0 The above hypothesis was tested through multiple regressions for brand NOKIA and the summarized results are presented below. MARKET FORCES APRIL-2008 23 MARKETING MIX & BRAND TABLE NUMBER-2 MULTIPLE REGRESSIONS Regression Statistics Multiple R R Square Adjusted R Sqr. Standard Error Observations RESEARCH 0. 69 0. 53 0. 52 0. 44 240. 00 Df Regression Residual Total 4. 00 234. 00 240. 00 Coefficients Intercept Product(quality) Price(affordability) Promotion(Adv. & Comm. ) Place(Availability) 0. 72 0. 95 0. 27 0. 85 0. 34 SS 12. 01 13. 05 25. 06 Std. Error 0. 49 0. 09 0. 03 0. 03 0. 02 MS 3. 00 0. 06 F 53. 82 Significance F 0. 00 t Stat 1. 48 2. 61 7. 57 6. 83 7. 41 Pvalue 0. 14 0. 02 0. 00 0. 01 0. 00 Lower 95% -0. 24 0. 06 0. 16 0. 15 0. 13 Upper 95% 1. 68 0. 42 0. 27 0. 27 0. 22 R? or the brand NOKIA is 0. 53, which indicates that about 53% of the variation on the dependent variable is explained by the predictor variable which is significantly strong. Among all the independent variables the slope for the product and promotion are the highest, this means that as compared to other independent variables, product and promotion of Nokia b rand cell phone has stronger relationships with the dependent variable â€Å"brand reputation†. Regression coefficient for product and promotion are 0. 95 and 0. 85 respectively. This means that an increase in one rating (on the scale of five to one) of product (quality) and promotion (adv. communication) will cause brand reputation to increase by 0. 95 and 0. 85 rating respectively. The F-value is high and falls in the critical region that means variations of independent variables are unequal; this indicates that the results are not biased. Except for the coefficient of product and promotion, no other coefficient is statistically significant. 5. 0 CONCLUSION: CONCLUSION: MARKET FORCES APRIL-2008 24 MARKETING MIX & BRAND RESEARCH Based on the survey findings the following conclusions have been drawn: †¢ According to the respondents’ opinion the rating on dependent variable brand reputation was highest with the mean of 4. 9, whereas the rating on product (quality) was the second highest with a mean of 4. 79 and the rating on price (affordability) was lowest with a mean of 3. 82. The standard deviation of respondents’ opinion on independent dimensions â€Å"price (affordability)† was the least (0. 81) as compared to the other dimensions. This indicates that there is less polarization in the respondents’ opinion on the dimension â€Å"price (affordability)†. The standard deviation of respondents’ opinion on dimension â€Å"product (quality)† was the highest 1. 13. This indicates that there is high polarization of respondents’ opinion on the â€Å"product (quality)† dimension. Skewness for all the determinants of brand reputation were negative except for â€Å"price (affordability)† with the value of 0. 08. The negative skewness indicates that the majority of the respondents’ opinions on the respective determinants were below the average level and the distribution curve is negatively skewed. The alternate hypothesis that at least one of the predictor variables would have a linear relationship with the dependent variable brand reputation was accepted. R? is 0. 53, which indicates that about 53% of the variation on the dependent variable is explained by the predictor variable, which is significantly strong. The slope for product’s (quality) and promotion (advertising & communication) were the highest; this means that as compared to other independent variables, product (quality) and promotion (advertising & communication) of the Nokia brand cell phone have stronger relationships with the dependent variable brand reputation. Regression coefficient for product (quality) and promotion (advertising & communication) were 0. 95 and 0. 85 respectively. This means that an increase in one rating (on the scale of five to one) of product (quality) and promotion (advertising & communication) will cause brand reputation to increase by 0. 5 and 0. 85 rating respectively. †¢ †¢ †¢ †¢ ANNEXURE 1 Q1) Age: (in years) 15 – 25 QUESTIONNAIRE (DEMOGRAPHIC DATA) 26 – 35 36 – 45 46– above MARKET FORCES APRIL-2008 25 MARKETING MIX & BRAND Q2) Qualification: ? Matriculation Others —-Q3) Gender: ? Male Q4) Marital Status: ? Single Q5) Profession: Market ing Teacher Q6) Income: Up to 20,000 above RESEARCH ?Intermediate ?Graduation Masters ?Female Married Banking Engineering Other(s) please specify†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 21,000 – 30,000 31,000 – 40,000 Doctor 41,000 and Q7) Please mark the area of your residence Sadder Defence Clifton Gulshan F. B. Area Nazimabad PECHS Other(s) — Rate the following statements in terms of your answer (5 being highly agreed and 1 being highly disagreed) MARKETING MIX Q8) Rate the brand reputation of Nokia brands in terms of â€Å"Product† i. e quality. 5 4 3 2 1 Q9) Rate the brand reputation of Nokia brands in terms of â€Å"Price† i. e. affordability 5 4 3 2 1 Q10) Rate the brand reputation of Nokia brands in terms of â€Å"Promotion† i. e. Advertising & Communication. 5 4 3 2 1 Q11) Rate the brand reputation of Nokia brands in terms of â€Å"Place† i. e. Convenience in availability. 5 4 3 2 BRAND REPUTATION Q12) I consider Nokia as most favorable brand in terms of brand reputation. 4 3 2 1 Q13) I consider Nokia as most publicly recognized brand in terms of brand reputation. 5 4 3 2 1 Q14) I consider Nokia as most reliable brand in terms of brand reputation. MARKET FORCES APRIL-2008 26 1 MARKETING MIX & BRAND RESEARCH 5 4 3 2 1 Q15) I consider Nokia as most consistent brand in terms of brand reputat ion. 5 4 3 2 1 ANNEXURE 2 REFERENCES Aaker, D. A. , 1991. , Managing Brand Equity: Capitalizing on the Value of the Brand Name. NewYork: The Free press. Aaker, D. A. , 1996. , Building Strong Brands. New York: The Free Press. Aaker, D. A, 2004. Brand Portfolio Strategy, New York: Free Press. MARKET FORCES APRIL-2008 27 MARKETING MIX & BRAND RESEARCH Ambler, T. , & Styles, C. , 1997. Brand development versus new product development: toward a process model of extension decisions. Journal of Product & Brand Management, 6(4), p. 222-234. Browne, K. , 1999. Nokia’s Brilliant Branding. Finance Week – South Africa. Vol. (22), p. 12-26. Baldinger, A & Rubinson, J. , 1996. , Brand Loyalty: the Link between Attitude and Behavior. Journal of Advertising research, Vol. (2), p. 84-97. Czinkota, M. & Ronkainen, M. , 2001. , International Business (6th ed. ). Fort Worth: Harcourt College. Farquhar, P. , 1990. Managing brand equity. Journal of Advertising Research, August/September) 30, RC 7 – RC 12. Keller, K. L. , 2003. Strategic brand management, Building Measuring and Managing Brand Equity, 2nd Ed. , Upper Sadle River. . Kotler, P, & Armstrong, G. , 1996. Principles of Marketing. (7th ed.. USA: Prentice Hall, Inc. Pringle, H. Thompson, M. , 1999. Brand Spirit: how cause related marketing builds brands. New York: John Wiley & Sons. Jean, N. K, 1997. Strategic Brand Management, Princeton: University Press Princeton. Kapferer, J. N. ,1997. Strategic Brand Management. 2nd. London:Hove. Kotler, P. & Armstrong, G. & Saubers, J. & Wong, V. , 1999. Principles of marketing. 2nd ed. England: Prentice Hall press. Kotler, P. & Keller, K. L, 2006. Marketing Management 12th ed. Indiana: Indiana University Press. Macdonald, E. K. & Sharp, B. M. 2000. Brand awareness effects on consumer decision-making for a common, repeat purchase product: A replication: Journal of Business Research, Vol. (48), p5-15. Nilson, H. T. , 1998. Competitive Branding-Winning the Marketplace with Value Added Brands. Chichester: Wiley,cop. Paul, H. & John, M. , 1997. Pricing Strategy & Practice. Bradford: 5(1),p. 25. MARKET FORCES APRIL-2008 28 MARKETING MIX & BRAND RESEARCH Pringle, H. & Thompson, M. , 1999. Brand Spirit: how cause related marketing builds brands: Journal of Marketing, Vol. (21), p. 61-78. Pitta, A. & Katsanis, P. L. 1996. Understanding Brand Equity for Sucessful Brand Extension. Journal of Consumer Marketing. 12(4),51-64. Rogerson, W. P, 1983. Reputation and Product Quality, The Bell Journal of economics, Vol. (2), p. 508-516. Tauber, E. , 1988. Brand leverage: Strategy for growth in a cost- control world. Journal of Advertising Research, ( August/September). 8, 26-30. Temporal, P & Lee, K. C. 2001. Hi-Touch Branding, Creating Brand Power in the Age of technology. Journal of Information & technology, 94(2), p. 67-86. Uggla, H. , 2001. What makes winning brands different: The hidden method behind the world’s most successful brands. The journal of marketing, 18(3), p. 24-41. Upshaw, L. B. 1995. .Building Brand Identity: A strategy for success in a hos tile marketplace. New York: John Wiley & Sons, Wood, L. , 2000. Brands and brand equity: definition and management. Management Decision, 38(9), 662-669. MARKET FORCES APRIL-2008 29

Marketing Mix and the Brand Reputation of Nokia

Market Forces April 2008 Vol. 4 No. MARKETING MIX & BRAND RESEARCH MARKETING MIX AND THE BRAND REPUTATION OF NOKIA SYED EHTESHAM ALI College of Management Sciences PAF-Karachi Institute of Economics and Technology E-mail: [email  protected] com Abstract Pakistan’s mobile phone market is growing very fast. The most selling brand in the market is Nokia. A hypothesis was developed that the reputation of a brand is a source of demand and the competitively superior quality image justifies a premium price. In this survey we assessed the reasons for preference of this brand based on established parameters of marketing mix (the 4 Ps). The objective of this study was to measure the extent of preference of these parameters. For this purpose a questionnaire was developed and administered to 240 respondents. The alternate hypothesis that at least one of the predictor variables would have a linear relationship with the dependent variable brand reputation was accepted. R? is 0. 53, which indicates that about 53% of the variation on the dependent variable is explained by the predictor variable, which is significantly moderate. Among all the independent variables the slope for the product quality and promotion (advertising & communication) were higher than the rest. Regression coefficients for product quality and promotion (advertising & communication) were 0. 95 and 0. 85 respectively. This means that an increase in one rating (on the scale of five to one) of product quality and promotion (advertising & communication) would cause brand reputation to increase by 0. 95 and 0. 85 rating respectively. 1. 0. 0 OBJECTIVE: The objective of this study was to measure how elements of marketing mix and their relationship affect the brand reputation of Nokia mobile phone. Though the marketing mix concept such as product, price, place and promotion are very important in analyzing the marketing strategy, the scope of the study was mainly MARKET FORCES APRIL-2008 15 MARKETING MIX & BRAND RESEARCH focused on one aspect of brand equity i. e. brand reputation, the ultimate reflection of the correct blend of all marketing mix. 1. 1. 0 LITERATURE SURVEY 1. 1. 0 Brand Branding has an ancient history. It could be traced back to the times when the ancient Egypt brick makers used to stamped symbols on the bricks for identification and distinction purposes (Farghuhar 1990). Nilson (1998) on the other hand found that ancient farmers used to put symbols on the cattle with the help of hot iron, which meant burning. The word brand has been derived from the Scandinavian word â€Å"branna† that means to burn. In Swedish language the word â€Å"brand†, means fire. Thus when a producer put some marks or symbols on their product it will come in the category of branding (Nilson 1998). One of the advantages of strong brand name is that its helps in penetrating in a new market or a new market category. Globalization has created tremendous brand awareness and this awareness is not dependent on the availability of the products. Czinkota & Ronkainen 2001). For example in Pakistan, brands such as such as McDonald, Pizza Hut and KFC had very strong awareness even before they opened their franchises in Pakistan. 1. 2. 0 Brand Equity Brand equity is a relationship between customers and brands resulting in a profit to be realized at a future date (Wood 2000). Kotler and Armstrong (1996) were of the opinion that measuring brand equity is a tedious job. Nevertheless a powerful brand means high brand equity that helps in achieving ‘higher brand loyalty, name awareness, perceived quality, and strong brand associations’. Some of the major benefits of brand equity are brand awareness and consumer loyalty which helps in reducing marketing costs. Brand is an important equity; therefore, it should be carefully preserved by adopting strategies that would help in maintaining or improving brand awareness, perceived brand quality and positive associations. (Kotler & Armstrong 1996) Ambler and Styles (1997) are of the opinion that brand equity could be measured from two perspectives. One is â€Å"financial evaluation approach† and the other is â€Å"consumer-based approach†. The financial evaluation approach is related to the monetary value of the brand, and the consumer-based approach focuses on the brand itself that is how much value the consumers give to the brand. Brand equity is also considered as an accumulated profit that could be realized at a future date. The brand equity concept can also cause confusion, because of difficulty in measuring it (Ambler & Styles 1997). MARKET FORCES APRIL-2008 16 MARKETING MIX & BRAND RESEARCH Importance of brand equity demands need for more practical experience and comparative research to judge and validate the usefulness of brand evaluation methods (Farquhar 1990). The recent merger and acquisition trend has also increased the importance of measuring brand equity (Tauber 1988). The role of brands is now far beyond product differentiation or competing for market share. They are accumulated annuities which the firm can acquire from its balance sheet (Tauber 1998). Firms could have a strong competitive edge over competitors if they could create brand equity ‘through building awareness, image, and linking associations’ (Keller 1998). A stronger brand would always have a better understanding of needs, wants, and preferences of consumers than the brands that are not competitive. Thus stronger brands would help in creating effective marketing programs that could go beyond consumer expectations. (Keller 1998). Brand equity since last one decade has remained popular for attracting new market segments (Pitta & Katsanis, 1995). This phenomenon of brand equity has coincided with the newly emerged but equally popular phenomenon of brand extension (Ambler & Styles 1997). Research shows a two way relationship between brand equity and extension. A brand's equity could influence the success of extensions, and extensions could positively influence brand's equity. The result is that highly valued brand extensions are more successful. Consumers tend to choose those brands that have strong brand equity. This creates strong brand loyalty, and would make it difficult for the customers to switch to the competitors. Brand position of a firm is strongly dependent on the positive image of brands. Strong brands are a major source of differentiation and extending the same towards a specific product category is easier. Successful brand allows firms to demand high prices and are a source of barrier which makes it difficult for consumers to switch to other brands (Pitta & Katsanis 1995. 1. 3. 0 BRAND REPUTATION: According to Aaker (1991, 1996) and Kapferer (1997) both companies and consumers are watchful over the brand reputation of what they sell or buy. Every brand represents distinct values, creates a distinct profile in the minds of the customers in respect to what it stands for. For example in beverage industry Coca-cola stands for â€Å"refreshingâ €  and in car industry Volvo brand is perceived for â€Å"safety and comfort†. Similarly in the mobile industry Sony Ericsson is poised as â€Å"music and entertainment† etc. Globalization and advanced technology have made the market more competitive, thus firms, now, are more brand sensitive. They have observed that the consumer preferences have become homogenous because of globalization and the spread of technology. Thus, both the sellers MARKET FORCES APRIL-2008 17 MARKETING MIX & BRAND RESEARCH and buyers are paying attention to the brand reputation in terms of what they are buying and selling. A consumer during his lifetime undergoes a series of ever changing circumstances and situations. As a result his brand preference shifts with his changing needs. The brand attributes or features must fit to consumers’ need to maintain an ongoing permanent relationship with the brand. The consumers need to have a trust in their preferred brands for continued offering of the desired benefits. According to Browne (1998), if companies fail to ensure a trustworthy, stable brand reputation, the brand’s growth and market share will be affected. Thus a brand reputation is the image of superior quality and added value, which justify a premium price. A reputable brand is a strong asset, which benefits from a high degree of loyalty and stability for future sales (Kapferer 1997). Ultimate goals of highly reputed brands should be to strengthen their image. Low selling brands with low reputation should focus on tailoring their marketing mix and fixing the overall image problem (Baldinger & Rubinson 1996). Firms dealing with mobile handset are also concerned with the reputation of their brands, and how this would affect their international market share. Competition among the mobile companies has forced them to create a brand reputation in customers’ minds. The mobile telephone industry is comprised of mostly multinationals and has financial advantages in their cost structure. This advantage is not available to their purely domestic counterparts (Kapferer, 1997). Brand reputation in the mobile telephone industry is becoming crucial for consumers’ purchasing behaviors. Temporal and Lee (2001) argue that powerful brands are the ones that are built on reputation and this will not change, but would gain more importance in the future. Up Shaw (1995), agrees and claims that branding is the art of trust creation and therefore it is imperative for companies to build a reputable identity in order to maintain trust with their consumers. A highly reputed brand name is considered as a favorable and publicly recognized name that reflects merit, achievement, and reliability. According to Paul and John (1997), the attribute reputation is an estimation of the consistency, over a period of time for an entity. This estimation is based on the entity's willingness and ability to perform an activity repeatedly in a similar fashion and an attribute is some specific part of the entity – price, quality, promotion, distribution and other marketing skills. A brand is a relationship between reputation and promise. Moreover, reputation is a set of expectations. A brand is a combination of tangible and intangible attributes, symbolized in a trademark. If properly managed, brand creates influences and generates value. Temporal and Lee (2000) also define the brand MARKET FORCES APRIL-2008 18 MARKETING MIX & BRAND RESEARCH as a promise to the consumer of what the product, service, or company stands for, and for the kind of experience they can get from it. If the promise is delivered, customers will be satisfied and this will keep them coming back to a company’s product. Kotler (1999) defines three clear advantages, which brands offer to the consumers. Firstly, brands inform the consumer about the product quality. Buyers, who consistently purchase the same brand, are aware that they will get the same quality each time they purchase the product. Secondly, brand names simplify shopping for consumers, by enhancing their ability to find the products that match their wants and needs, as opposed to generic branding. Lastly, brand names allow consumers attention to be drawn to new products that are beneficial to them, since the brand is the first form of recognition. To become successful and hence profitable, brands must develop a positive reputation. A reputable brand is strong assets, which benefits from a high degree of loyalty and thus forms stability of future sales. (Rogerson 1983). Brand reputation involves a continuum ranging from an uncertain feeling that the brand is recognized at the market place, to a belief that it is the number one in the product class by customer (Aaker 1991). This continuum can be represented by different degree of brand reputation known on the market. The brand reputation can be good or bad, strong or weak. It crystallizes how people feel about the reputation based on whatever information they have about the brand. Some companies have not built any brand at all. We can say for the â€Å"unknown brand† that, for it, no reputation exists and it does not affect consumer-buying behavior on the market. 1. 2. 0 MARKETING MIX. 1. 2. 1 PRODUCT (Quality): (Quality): Product quality is an important determinant for the customers for choosing a brand that helps in the development of brand reputation. Quality belongs to the product perspective of a brand’s identity whereas perceived quality is how a brand’s quality is seen by the consumers. It is one of the key dimensions in Aaker’s brand equity model. A higher price is a sign of high quality to the consumers. Perceived quality is a source of consumer satisfaction it makes them to repurchase the product, which leads to loyalty. (Uggla 2001). MARKET FORCES APRIL-2008 19 MARKETING MIX & BRAND RESEARCH 1. 2. 2 PRICE (Affordability): (Affordability): Price influences the brand choice in two ways: (1) Seek the lowest price to avoid financial risk or (2) Seeks the higher price to gain product quality (Macdonald & Sharp 2000). For some consumers, the price is vital particularly when they are purchasing everyday products. Some consumer may choose a brand just because it has the lowest price, while other consumers may choose a brand just because it has the highest perceived price inferring that it is of high quality. 1. 2. 3 PROMOTION (Advertising & Communication): Communication): How can a company build its brand reputation through promotion? A promotion that provides incentives to try a new flavor or new use will be more effective if the brand is familiar and there is no need to combat a consumer skeptical of brand reputation (Pringle & Thompson 1999). Advertising acts as a major tool to enhance brand reputation. The purpose of advertising is to make the consumers to purchase their brands. Advertising is one of the most visible forms of communication. It creates a set of associations the consumers want to have about a brand. If advertising, promotion and packaging support a constant positioning strategy over time, the brand is likely to be strong (Aaker 1991). 1. 2. 4 PLACE (Availability): Firms rarely work alone in creating value for customers and building positive brand reputation. Consistency of supply and availability at convenient locations are vital for brand reputation. Any disagreement between marketing channel members on goals and roles may create channel conflict, which eventually could hamper overall reputation of the specific brand (Kotler, 2006). Reputation is a historical notion based on the sum of the past behaviors. It is prone to change over time and is a function of time. 2. 0. 0 RESEARCH QUESTION: The following research question has been formed in the light of the literature review. How do the mobile phone buyers perceive the brand reputation of Nokia in terms of marketing mix? 3. 0. 0 METHODOLOGY: MARKET FORCES APRIL-2008 20 MARKETING MIX & BRAND RESEARCH Based on the literature survey and the above-identified independent and dependent variables, a close-ended questionnaire was developed. Questionnaire was based on a total of 14 questions; seven were related to personal data and the rest were related to the subject study that is measuring brand reputation in terms of marketing mix. The sample size for the study was 240 and it was chosen non-randomly and was personally administered by my students. The analysis was inclusive of the measures of central tendencies and the measure of dispersion. The hypothesis was tested through multiple regressions. 4. SURVEY FINDINGS: 4. 1 MEASURES OF CENTRAL TENDENCIES & DISPERSION: The respondents’ opinions on the determinants of marketing mix and brand reputation were obtained. The determinants for marketing mix were product (quality), price (affordability), promotion (advertising and communication) and place (availability). The determinants for brand reputation were favorability, public recogn ition, reliability and consistency. The summarized results related to the measures of the central tendencies and dispersion are presented below: Table Number One Measure of Central Tendencies Product (Quality) Mean St. Error Median Mode St. Dev. S. Var. Kurtosis Skew ness Range Minimum Maximum Sum Count 4. 74 0. 03 5. 00 5. 00 1. 13 0. 19 -0. 77 -0. 98 1. 00 4. 00 5. 00 1138 240 Price (Affordability) 3. 82 0. 03 5. 00 5. 00 0. 81 0. 18 -0. 39 0. 08 1. 00 4. 00 5. 00 1144 240 Promotion (Adv. & Communication) 4. 45 0. 03 5. 00 5. 00 1. 08 0. 29 -0. 18 -0. 82 2. 00 3. 00 5. 00 1107 240 Place (Availability) 4. 02 0. 03 4. 00 4. 00 1. 04 0. 23 1. 23 -0. 74 3. 00 2. 00 5. 00 1017 240 Brand Reputation 4. 89 0. 05 5. 00 5. 00 1. 16 0. 49 3. 69 -1. 09 3. 00 2. 00 5. 00 1117 240 MARKET FORCES APRIL-2008 21 MARKETING MIX & BRAND RESEARCH M ark e ting M ix viz. Brand Re putation 6 5 4 3 2 1 0 Product Price Promotion Place Brand Reputatioon 4. 74 3. 82 4. 45 4. 89 4. 02 The respondents’ opinions on dependent variable brand reputation was the highest with a mean of 4. 89, whereas the rating on product (quality) ranked second with a mean of 4. 79 and the price (affordability) was the lowest with a mean of 3. 82. The standard deviation of respondents’ opinion on independent dimensions â€Å"price (affordability)† was the least (0. 1) as compare to the other dimensions. This indicates that there is less polarization and difference in the respondents’ opinion on the dimension â€Å"price (affordability)†. The standard deviation of respondents’ opinion on dimension â€Å"product (quality)† was the highest i. e1. 13 as compared to the other dimensions. This indicates that there is a high polarization of respondents†™ opinions on the â€Å"product (quality)† dimension. Skewness for all the determinants of brand reputation was negative except price (affordability)† with the value of 0. 08. The negative skewness indicates that the majority of the respondents’ opinions on the respective determinants were below the average level and the distribution curve is negatively skewed. 4. 2. 0 BRAND REPUTATION The respondents’ opinions were obtained in terms of favorability, recognizably, reliability, and consistency. The summarized results are presented below: TABLE NUMBER-2 REPUTATION OF NOKIA Most favorable Most Publicity Most Reliable Most Consistent MARKET FORCES APRIL-2008 22 MARKETING MIX & BRAND Recognized 4. 01 4 3. 1 RESEARCH 3. 63 4. 5 4 3. 5 3 2. 5 2 1. 5 1 0. 5 0 4. 01 4 3. 1 3. 63 Most f avorable Most Publicity Recognized MostReliable Most Consisten The level of favorability and recognize ability of Nokia brand was the highest with a mean of 4. 04 and 4. 0. The perception on the consistency and reliability were found to be on the lower side with a mean of 3. 1 and 3. 63 respectively. 4. 1. 2 HYPOTHESIS TESTING: Literature survey suggests that, buyers perceive or build brand reputation of mobile phones in terms of (1) product (quality), (2) price (affordability), (3) promotion (adv. & communication) and (4) place (availability). Based on the theoretical framework, the following hypotheses were developed. H1o: Sufficient evidence exists to conclude that no linear relationship exists between Nokia’s dependent variable â€Å"brand reputation† and independent variables such as product, price, promotion, and place. H1A: At least one of the predictor variables has a linear relationship with the dependent variable â€Å"brand reputation†. STATISTICAL REPRESENTATION: The statistical representation of the above hypothesis is presented below. H1O: ? 1= ? 2= ? 3= ? 4=0 H1A: ? 1? ?2? ?3? ?4? 0 The above hypothesis was tested through multiple regressions for brand NOKIA and the summarized results are presented below. MARKET FORCES APRIL-2008 23 MARKETING MIX & BRAND TABLE NUMBER-2 MULTIPLE REGRESSIONS Regression Statistics Multiple R R Square Adjusted R Sqr. Standard Error Observations RESEARCH 0. 69 0. 53 0. 52 0. 44 240. 00 Df Regression Residual Total 4. 00 234. 00 240. 00 Coefficients Intercept Product(quality) Price(affordability) Promotion(Adv. & Comm. ) Place(Availability) 0. 72 0. 95 0. 27 0. 85 0. 34 SS 12. 01 13. 05 25. 06 Std. Error 0. 49 0. 09 0. 03 0. 03 0. 02 MS 3. 00 0. 06 F 53. 82 Significance F 0. 00 t Stat 1. 48 2. 61 7. 57 6. 83 7. 41 Pvalue 0. 14 0. 02 0. 00 0. 01 0. 00 Lower 95% -0. 24 0. 06 0. 16 0. 15 0. 13 Upper 95% 1. 68 0. 42 0. 27 0. 27 0. 22 R? or the brand NOKIA is 0. 53, which indicates that about 53% of the variation on the dependent variable is explained by the predictor variable which is significantly strong. Among all the independent variables the slope for the product and promotion are the highest, this means that as compared to other independent variables, product and promotion of Nokia b rand cell phone has stronger relationships with the dependent variable â€Å"brand reputation†. Regression coefficient for product and promotion are 0. 95 and 0. 85 respectively. This means that an increase in one rating (on the scale of five to one) of product (quality) and promotion (adv. communication) will cause brand reputation to increase by 0. 95 and 0. 85 rating respectively. The F-value is high and falls in the critical region that means variations of independent variables are unequal; this indicates that the results are not biased. Except for the coefficient of product and promotion, no other coefficient is statistically significant. 5. 0 CONCLUSION: CONCLUSION: MARKET FORCES APRIL-2008 24 MARKETING MIX & BRAND RESEARCH Based on the survey findings the following conclusions have been drawn: †¢ According to the respondents’ opinion the rating on dependent variable brand reputation was highest with the mean of 4. 9, whereas the rating on product (quality) was the second highest with a mean of 4. 79 and the rating on price (affordability) was lowest with a mean of 3. 82. The standard deviation of respondents’ opinion on independent dimensions â€Å"price (affordability)† was the least (0. 81) as compared to the other dimensions. This indicates that there is less polarization in the respondents’ opinion on the dimension â€Å"price (affordability)†. The standard deviation of respondents’ opinion on dimension â€Å"product (quality)† was the highest 1. 13. This indicates that there is high polarization of respondents’ opinion on the â€Å"product (quality)† dimension. Skewness for all the determinants of brand reputation were negative except for â€Å"price (affordability)† with the value of 0. 08. The negative skewness indicates that the majority of the respondents’ opinions on the respective determinants were below the average level and the distribution curve is negatively skewed. The alternate hypothesis that at least one of the predictor variables would have a linear relationship with the dependent variable brand reputation was accepted. R? is 0. 53, which indicates that about 53% of the variation on the dependent variable is explained by the predictor variable, which is significantly strong. The slope for product’s (quality) and promotion (advertising & communication) were the highest; this means that as compared to other independent variables, product (quality) and promotion (advertising & communication) of the Nokia brand cell phone have stronger relationships with the dependent variable brand reputation. Regression coefficient for product (quality) and promotion (advertising & communication) were 0. 95 and 0. 85 respectively. This means that an increase in one rating (on the scale of five to one) of product (quality) and promotion (advertising & communication) will cause brand reputation to increase by 0. 5 and 0. 85 rating respectively. †¢ †¢ †¢ †¢ ANNEXURE 1 Q1) Age: (in years) 15 – 25 QUESTIONNAIRE (DEMOGRAPHIC DATA) 26 – 35 36 – 45 46– above MARKET FORCES APRIL-2008 25 MARKETING MIX & BRAND Q2) Qualification: ? Matriculation Others —-Q3) Gender: ? Male Q4) Marital Status: ? Single Q5) Profession: Market ing Teacher Q6) Income: Up to 20,000 above RESEARCH ?Intermediate ?Graduation Masters ?Female Married Banking Engineering Other(s) please specify†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 21,000 – 30,000 31,000 – 40,000 Doctor 41,000 and Q7) Please mark the area of your residence Sadder Defence Clifton Gulshan F. B. Area Nazimabad PECHS Other(s) — Rate the following statements in terms of your answer (5 being highly agreed and 1 being highly disagreed) MARKETING MIX Q8) Rate the brand reputation of Nokia brands in terms of â€Å"Product† i. e quality. 5 4 3 2 1 Q9) Rate the brand reputation of Nokia brands in terms of â€Å"Price† i. e. affordability 5 4 3 2 1 Q10) Rate the brand reputation of Nokia brands in terms of â€Å"Promotion† i. e. Advertising & Communication. 5 4 3 2 1 Q11) Rate the brand reputation of Nokia brands in terms of â€Å"Place† i. e. Convenience in availability. 5 4 3 2 BRAND REPUTATION Q12) I consider Nokia as most favorable brand in terms of brand reputation. 4 3 2 1 Q13) I consider Nokia as most publicly recognized brand in terms of brand reputation. 5 4 3 2 1 Q14) I consider Nokia as most reliable brand in terms of brand reputation. MARKET FORCES APRIL-2008 26 1 MARKETING MIX & BRAND RESEARCH 5 4 3 2 1 Q15) I consider Nokia as most consistent brand in terms of brand reputat ion. 5 4 3 2 1 ANNEXURE 2 REFERENCES Aaker, D. A. , 1991. , Managing Brand Equity: Capitalizing on the Value of the Brand Name. NewYork: The Free press. Aaker, D. A. , 1996. , Building Strong Brands. New York: The Free Press. Aaker, D. A, 2004. Brand Portfolio Strategy, New York: Free Press. MARKET FORCES APRIL-2008 27 MARKETING MIX & BRAND RESEARCH Ambler, T. , & Styles, C. , 1997. Brand development versus new product development: toward a process model of extension decisions. Journal of Product & Brand Management, 6(4), p. 222-234. Browne, K. , 1999. Nokia’s Brilliant Branding. Finance Week – South Africa. Vol. (22), p. 12-26. Baldinger, A & Rubinson, J. , 1996. , Brand Loyalty: the Link between Attitude and Behavior. Journal of Advertising research, Vol. (2), p. 84-97. Czinkota, M. & Ronkainen, M. , 2001. , International Business (6th ed. ). Fort Worth: Harcourt College. Farquhar, P. , 1990. Managing brand equity. Journal of Advertising Research, August/September) 30, RC 7 – RC 12. Keller, K. L. , 2003. Strategic brand management, Building Measuring and Managing Brand Equity, 2nd Ed. , Upper Sadle River. . Kotler, P, & Armstrong, G. , 1996. Principles of Marketing. (7th ed.. USA: Prentice Hall, Inc. Pringle, H. Thompson, M. , 1999. Brand Spirit: how cause related marketing builds brands. New York: John Wiley & Sons. Jean, N. K, 1997. Strategic Brand Management, Princeton: University Press Princeton. Kapferer, J. N. ,1997. Strategic Brand Management. 2nd. London:Hove. Kotler, P. & Armstrong, G. & Saubers, J. & Wong, V. , 1999. Principles of marketing. 2nd ed. England: Prentice Hall press. Kotler, P. & Keller, K. L, 2006. Marketing Management 12th ed. Indiana: Indiana University Press. Macdonald, E. K. & Sharp, B. M. 2000. Brand awareness effects on consumer decision-making for a common, repeat purchase product: A replication: Journal of Business Research, Vol. (48), p5-15. Nilson, H. T. , 1998. Competitive Branding-Winning the Marketplace with Value Added Brands. Chichester: Wiley,cop. Paul, H. & John, M. , 1997. Pricing Strategy & Practice. Bradford: 5(1),p. 25. MARKET FORCES APRIL-2008 28 MARKETING MIX & BRAND RESEARCH Pringle, H. & Thompson, M. , 1999. Brand Spirit: how cause related marketing builds brands: Journal of Marketing, Vol. (21), p. 61-78. Pitta, A. & Katsanis, P. L. 1996. Understanding Brand Equity for Sucessful Brand Extension. Journal of Consumer Marketing. 12(4),51-64. Rogerson, W. P, 1983. Reputation and Product Quality, The Bell Journal of economics, Vol. (2), p. 508-516. Tauber, E. , 1988. Brand leverage: Strategy for growth in a cost- control world. Journal of Advertising Research, ( August/September). 8, 26-30. Temporal, P & Lee, K. C. 2001. Hi-Touch Branding, Creating Brand Power in the Age of technology. Journal of Information & technology, 94(2), p. 67-86. Uggla, H. , 2001. What makes winning brands different: The hidden method behind the world’s most successful brands. The journal of marketing, 18(3), p. 24-41. Upshaw, L. B. 1995. .Building Brand Identity: A strategy for success in a hos tile marketplace. New York: John Wiley & Sons, Wood, L. , 2000. Brands and brand equity: definition and management. Management Decision, 38(9), 662-669. MARKET FORCES APRIL-2008 29

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Public educators rarely ever make a mistakeRead MoreMy Resume672 Words   |  3 PagesCheng Yu Lin Janice Blk 937 Hougang Street 92 #12-81 Singapore 530937 Home: 6 6441261 Mobile: 9 6402387 janny-manny@hotmail.com [pic] Job Objectives Expressing great interest in marketing public relations related positions. Hope to be given an opportunity to gain valuable experience in the trading sector and to contribute to the marketing and sales field. To be part of a dynamic team and to do my best in the company. To be able to bring my knowledge and skills to higher level andRead MoreStudents With Disabilities Of Physical Education1705 Words   |  7 Pages Students with Disabilities in Physical Education Megan R. Johnson Lincoln Memorial University â€Æ' Students with Disabilities in Physical Education More and more students with disabilities are being taught in the public school system today than in the past ten or so years. 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Use Of Speech By The Federal Government - 1563 Words

The tests used by the federal government used to determine if certain types of speech can be censored or banned are as follows. The clear and present danger test which is a test where the government can restrict speech if there is evidence that the speech will cause a clear and present dangerous condition to the public(BardesShelley, 2014, p.122). Direct incitement test protects the advocacy of illegal action under the First Amendment unless imminent action is likely to happen. For Instance, it can apply to the Supreme Court case Brandenburg v. Ohio when a KKK leader’s conviction was overturned (BardesShelley, 2014, p.123). Bad Tendency test is when speech has a tendency to induce to induce illegal behavior (Notes). As defined in the Gitlow case when a left wing group was convicted of publishing a pamphlet that urged a violent overthrow of U.S. government (BardesShelley, 2014, p.123). The Test Defamation of character, or Libel is ruining an individual’s good name in whi ch the law bans individuals from making false, defamatory statements about others this includes slander (BardesShelley, 2014, p.124). I personally believe the press, entertainers and public have been, and are within the right of the First Amendment right, freedom of speech. Some of the information you hear in the media is not always beneficial for example, some new channels or people side with groups that provide only what they want you to hear, and not always the full story. Sometimes media is regulated,Show MoreRelatedMgmt 330 Mid Term Study Guide966 Words   |  4 Pages†¢ Constitutional Speech (Personal and Corporate) * (personal); afforded highest protection by the Courts. Balance must be struck between a government’s obligation to protect its citizens versus a citizen’s right to speech. In other words, if government suppresses speech it must be to protect the citizens. EX. Don’t yell fire in a crowded area. See below. * If restriction is content neutral, restrictions must target some societal problem – not to primarily suppress the message. Read MoreFreedom of Speech1252 Words   |  5 Pagesthe freedom of speech. At what point does one’s words, written or spoken, become inappropriate? Should Americans be held accountable for the things that they might say or write? Should there be consequences for publishing or broadcasting information that is not correct? How are Americans suppose to differentiate what should and should not be deemed common knowledge, or privileged information? These issues are an important aspect of being American. When examining freedom of speech, Americans shouldRead MoreFreedom Of Speech : Positive And Negative Impact On The World1251 Words   |  6 PagesFreedom of speech had a link of positive impacts to the world. 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United States1389 Words   |  6 PagesCarly Stevens Sara Angevine American Government 10 May 2016 Federal Elections Committee versus Citizens United The increasingly popular organization, Citizens United, is focused on circumscribing government in order to decentralize power and place it in the hands of the people (â€Å"Who-We-Are†). Their firm beliefs are rooted in the ideas that the founding fathers had for this country based on values such as common sense, good will, and honesty (â€Å"Who-We-Are). Citizens United Productions, or (CUP) isRead MoreThe Civil Rights Of The United States891 Words   |  4 Pagesfreedoms such as religion, speech, press, assembly and petition. In the 2010 case between Salazar and Buono, the First Amendment was put on trial in the Supreme Court Justice. The Supreme Court examined whether a religious cross, meant to honor World War I Veterans, violated the Establishment Clause in the First Amendment. Frank Buono, a former preserve employee, filed the lawsuit to get rid of the religious cross in the reserve permanently, stating that it was built on federal land thus creating a senseRead MoreA merican Flag And Draft Card Burning1190 Words   |  5 Pagesthe First and Fourteenth Amendment by making it illegal to display red flags that suggested support of organizations that dissented organized government or favored anarchic action (Communism). This case was a significant landmark in constitutional law because of the Court’s use of the Fourteenth Amendment to protect a First Amendment right, symbolic speech, from state infringement. It impacted American society in a positive way because it expanded the freedoms in the First amendment and created the

Things that affect the human body and attack its defence systems Free Essays

string(89) " is oxidized in the liver and the remainder is discharged through the lungs and kidneys\." There are many things that affect the human body and attack its defence systems,they can be naturally occouring in the environment or self inflicted or caused by societys pollution of our planet. Below are some conditions, with the effects that they cause to the human body and its defence mechanisms. Alcohol consumption is a health issue which affects the vast majority. We will write a custom essay sample on Things that affect the human body and attack its defence systems or any similar topic only for you Order Now A great many people drink alcohol regularly. Although they may not be alcoholic in the sense of being addicted to alcohol, they neverthelesss expose themselves to health risks. The alcohol in wines, beers and spirits is a depressant of the central nervous system. Small amounts gives a sense of well-being, with a realease from anxiety. However, this is accompanied by a fall-of in performance in any activity requiring skill. It also gives a misleading sense of confidence. The drunken driver usually thinks he or she is driving very well. Even a small amount of alcohol in the blood increases our reaction time. In some people, the reaction time is doubled even when the alcohol in the blood is well below the legal limit laid down for car drivers. This can make a big differenece in the time needed for a driver to apply the brakes after seeing a hazard. Read this Ch. 22 Respiratory System Alcohol reduces inhibitations and it can lead to irresponsible behaviour such as vandalism and aggression. Alcohol causes vaso-dilation in the skin, giving sense of warmth but in fact leading to a greater loss of body heat. A concentration of 500mg of alcohol in 100 cubic cm of blood results unconsciousness. More than this will kill, by stopping the action of the breathing centre in the brain. High doses of alcohol can harm virtually every organ in humans body. Many of these effects are reversible with abstinence, others are not. (2) Esophagus. Alcohol is associated with nearly half of the cancers of the esophagus, mouth, and larynx. Peole who vomit too intensely after getting drunk can cause tears in their esophagus. Brain. Alcohol depresses the central nervous system and contracts brain tissue. It destroys brain cells – which unlike many other types of cells in the body, do not regenerate. Taken in large amounts over a long period of time, alcohol can cause serious problems with cognition and memory. Heart. Heavy drinking can cause heart disease, stroke, high blood pressure and heart failure. Even social drinkers who binge on special occasions can sometimes get bouts of irregular heartbeats. Lungs. Heavy drinkers have more pulmonary infections and can be more susceptible to pneumonia and lung collapse. As intoxicated person loses his reflexses and can’t clear his airway when he vomits. Stomach contents may get sucked into the lungs, which can lead to choking or pneumonia. Liver. Liver damage often begins with a fatty liver, and may progress to alcoholic hepatitis. That may be followed by the buidup of scar tissue known as cirrhosis. Cirrhosis can change the structure of the liver and choke off blood flow. This can cause varicose veins, which can rupture, triggering catastrophic bleeding. Stomach. Alcohol irritates the stomach, and can cause gastritis, ulcers and acid reflux. Gastritis is an inflamation of the mucous membrane that lines the stomach. Erosion in that lining can cause constant oozing of blood into the stomach or, if a vessel ruptures, major bleeding. Kidneys. Alcohol is a diuretic that increases urine output. Prolonged heavy drinking can cause kidney failure. Small intestines ; pancreas. Alcohol blocks the absorption and breakdown of nutrients by damaging the cells lining the stomach and intestines, and by decreasing the amount of digestive enzymes secreted by the pancreas. The pancreas can become inflamed and leak digestive enzymes, which then attackthe pancreas itself. Reproductive system. In men, it impairs the production of sperm and testosterone, and can lead to interfility and impotance. In women, the effect can be decreased estrogen metabolism in the liver which increases the amount of estrogen circulating the body, which can contribute to menstrual irregularities and even interfility. Blood. Prolonged alcohol abuse can cause anemias and abnormal blood clotting, which results in excessive bleeding and easy bruising. It also impairs the functionof white blood cells, increasing susceptibility to infection. Joints ; muscles. Alcohol dependence can cause osteoporosis ; arthritis, and deform the joints. It can atrphy muscles and cause acute muscle pain and weakness. Skin. Alcohol causes the small blood vessels in the skin to dilate(open), which results in a rush of warm blood to the surface. This makes the skin look flushed and gives the person a false feeling of â€Å"being hot†. (13) Heavy drinking during pregnancy can lead to deformed babies. Alcohol can cross the placenta and damage the foetus. Pregnant women who take as little as one alcoholic drink a day are at risk of having babies with lower than average birth weights. These under-weight babies are more likely to become ill. All levels of drinking are thought to increase the risk of miscariage. (1) The affects of alcohol vary with different people. Alcohol is a drug and must be handled with care. Knowing its uses and abuses is just imporatnt as reading the instructions on a bottle of pills. It is basic preventive medicine to know how your body handlers alcohol, how much is safe to drink, and, finally, how your body gets rid of it. When people drink small of alcohol enters directly into bloodstream through the lining of the mouth and throat. The remaining amount of alcohol is absorbed by the stomach or intestine. At this point the alcohol is then dispersed uniformly throughout the body. Its effects are similar to ether or chloroform, affecting all part of the body controlled by the brain. The ability to make appropriate judgements and to exercise self-control is affected. Alcohol must be broken down in order to leave the system. More than 90 percent of the alcohol is oxidized in the liver and the remainder is discharged through the lungs and kidneys. You read "Things that affect the human body and attack its defence systems" in category "Papers" It takes just as long for the experienced drinker to eliminate alcohol as it does for the inexperienced drinker. (15) Ultraviolet light is a part of the light spectrum that is invisible to the human eye. Part of sunlight is UV light, which creates warmth, light, photosynthesis in plants, and vitamin D synthesis in the body. The sun produces about three types of UV lights: UVA, UVB, UVC. The ozone layer filters out UVC. UVA, however, has a long wavelenght light, so a certain amount reaches the earth’s surface. UVA is the predominant light to reach earth. UVA causes damage to cellular membranes and DNA, and has been implicated in ageing of the skin and the development of skin cancer. Scientists believe it is UVB lights that are the paramount cause of premature ageing of skin, sunburn, skin cancers and other skin problems, despite the fact that UVB lights constitute for only 1% of UV lights that reach our skin. (4) UV light is beneficial for people and essential in the production of vitamin D, which is absorbed into the bloodstream and nourishes and helps to maintain bone tissue. Also UV light activates the pigment melanin in the skin, and thereby creates a tan. Many people feel better when they have a tan, as it gives a healthy appearance. It is also used to treat several diseases, including rickets, psoriasis, eczema and jaundice. This takes place under medical supervision and the benefits of treatment versus the risk of UV light exposure are matter of clinical judgement. Ultraviolet light can be harmful to humans. Prolonged human exposure to UV light may result in acute and chronic health effects on the skin, eye and immune system. (3) Sunburn (erythema) is the best known acute effect of excessive UV light exposure. Over the longer term, UV light induces degenerative changes in the cells of the skin, fibrous tissues and blood vessels leading to premature skin ageing, photodamage and actinic keratoses. Sun-damaged skin develops a thickened epidermis. This is caused by faster cell renewal, which is part of the immediate defence mechanism of the skin. The epidermis will return to normal provided the skin is not repeatedly over- exposed. Constant exposure to sunlight causes the melanocytes to become chronically over-active, resulting areas of excessive melanin in the skin. Eventually, areas of damaged skin made up of increased numbers of melanocytes and increased melanin synthesis develop. Up to around 85% of the overall appearance of ageing makes photoageing. It is a slow process and proceeds for several decates before it becomes obvious. The degree of photoageing is determined by the skin type and by the total lifetime sun exposure. People who spend their lives almost entirely indooors show very little skin damage. The degree of damage to tissues in different regions of the body is directly propotional to the amount of sunlight received. In chronically sun-damaged skin the epidermis as a whole becomes thicker, and loses some of its undulations. This is probably because marginally more daugter cells are produced by the basal layer, and produced more quickly. The effect is that the spiny layer and the dranular layer thicken up. The speed at which cells are replaced slows down, and some of the function of skin, including controlling water loss, may become less efficient. There is less elasticity and increased fragility. Skin becomes dry, flaky and less reflective of light. As photoageing begins, the small blood capillaries in the dermis decrease in number and the remaining blood vessels become tortous and dilated. The elastic fibres degenerate, producing a thickened mass that replaces the collagen. Seriously photoaged skin is dry, deeply wrinkled, yellow and rough. It may be marked with darkly pigmented or whitish spots, which respectively show where levels of pigment are higher or lower than normal. With increasing sun damage small blood vessels in the dermis will become more obvious and will form the red, finely branching, spider-like marks (â€Å"broken veins†). These blood vessels are easily damaged, resulting in greater fragility of the skin, with the development of spots. Loss of elastic fibres around the blood vessels of the lower lips and ears – areas especially sensitive to chronic sun damage – may result in dilated veins. On the other hand, in protected skin the vessels tend not to be so dilated or damaged. As its worst, skin that has been over-exposed to the sun for many years looks like old leather. Constant exposure to UV light over many years can result in warty spots on the skin, called actinic keratoses. The appearance of actinic keratoses means that the skin has received far too much sun and could develop a skin cancer eventually. (4) There are three main types of cancer: Basal cell carcinoma is the most common form of skin cancer. The skin is formed of three layers. The deepest, the subcutaneous layer, is composed of fat and connective tissue and connects the skin to the underlying muscle. Above that is the dermis, the layer that containssweat glands, oil glands, and other structures of the skin. The third layer, on the surface is called the epidermis; it is there that most skin cancers arise. Basal cell carcinomas arise in the lowest of the epidermis, the basal cell layer. This type of cancer can have many different appearances: a red patch or irritated area; a small, pink pearly bump, a white or yellow scar-like area; a smooth growth with a dent in the center, or an open sore that bleeds or oozes. Basal cell carcinomas rarely spread throughout the body and death from them very rare; however, because they often occur on the face, their locally destructive effects can result in serious cosmetic deformity if not diagnosed and treated early. Squamous cell carcinoma arise from the upper levels of the epidermis, usually on places that have been exposed to the sun. Squamous cell carcinomas are most commonly found on the ears, the face, and the mouth. This type of skin cancer often arises from a precancerous lesion known as an actinic keratosis, a type of lesion that appears as a rough, flat pink spot. If the lesion becomes cancerous, it’s usually raised above the normal skin surface and is firmer to the touch. Squamous cell tumour tend to be more aggresive than basal cell tumours, and are slightly more likely to spread to other parts of the body. Melanoma, the most serious form of cancer, is not as common as the other two major types of skin cancer (basal cell and squamous cell cardinomas). Melanoma begins in melanocytes, the cells in the epidermal layer of the skin that produce the pigment melanin. Melanin in normal melanocytes produces â€Å"tan† skin as a response to damage from UV light. Melanoma can arise by several routes. Sometimes it arises directly from a melanocyte. Sometimes, the melanocyte first turns into a normal mole or irregular mole, and then becomes cancerous. Melanocytes can also be found in the eye and internal organs, where they also become cancerous on occasion. Melanomas are cancerous, but the large majority do not spread right away. Many begins as a â€Å"melanoma in situ†. During that stage, the growth does not venture beyond the very most superficial layer of skin, the epidermis. In a second stage, melanoma can penetrate the lower layer of the skin, the dermis. If the melanoma penetrates very deeply into the dermis, it may progress to a vertical growth phase – in which it can metastasize, or spread throughout body. Melanoma more often shows up on the trunk of the body and on the arms and legs, it can develop on any part of the body – including those never exposed to the sun. 14) A large proportion of skin cancers can be prevented and, if not prevented, they are curable if recognised and treated when at early stage of development. UV can also damage the surface of the eye, called the cornea, and cause cataracts, macular degeneration, scarring on the cornea and skin cancer of the eyelids and area around the eye. UVB can cause a sunburn on the cornea, the clear membrane that covers the front of your eyes. Corneal sunburn, called photokerastitis, can occur after long hours at the beach or on the ski slopes without sunglasses or goggles. It is not permanent, but it can be painful and cause temporary vision loss. Sun damage can also cause scars on the surface of the eye, called pinquecula, which are raised, yellowish, benings lumps that grow near the nose. These can be removed wity surgery. (8) More serious effects of UV are cataracts and macular degeneration. Cataracts – the clouding of the lens of the eye, the number one cause of reversible blindness – and macular degeneration are the leading causes of decreased vision among people older then 60. Cataracts can be treated with surgery. The UV damage to the eye is cumulative and much of it is preventable by wearing quality sunglasses or contact lenses to make sure they block UV light. They are a sunscreen for our eyes. (10) All people regardless of skin pigmentation, are susceptible to damage to their immune system as a result of UV light. The absorbtion of UV light leads to immunosuppresion. As UV light are absorbed by a human being, there is a decreased immune response. This reaction is favourable because there is no excessive swelling and damage to the skin as result of sun exposure. The drawback of decreased immune response is that when infection diseases do attack the body, a significant forceful immune reaction is needed. As a result, cancer often developes and spreads in the body because the immune systems has not the strenght to fight it due its suppresion by damage UV light. Other immune system damage is seen in the form of skin hypersensitivity and reactions to certain medications. UV light is very dangerous to the human immune system and should be avoided to prevent cancer and other infectious, life-threatening diseases. (16) Cold injuries result from overxposure to cold air or water and occur in two major forms: localised injuries (such as frostbite) and systemic injuries (such as hypothermia). (4) The risk of serious cold injuries, especially hyporthermia, is increased by youth, lack of insulating body fat, wet or inadequate clothing, old age, drug abuse, cardiac disease, smoking, fatigue, hunger and depletion of caloric reserves, and excessive alcohol intake (which draws blood into capilaries and away from body organs). (1) Frostbite is a medical condition that can happen to anyone. It is when the skin and/or tissue under the skin freezes and causes cell damage. This is caused by exposure to cold, either through the air or through a chemical exposure. When people are exposed to cold with the extremities including their feet, hands, nose, ears, and face being at the highest risk, the blood vessels constrict. This is a natural reaction to prevent body heat loss and hyporthermia. With the loss of warming blood flow the fluid within cells and tissues start to freeze forming ice crystals. These ice crystals take up more room within the cells then when in a fluid state, and cause the cells to rupture. Also, sudden warming can cause the cells rupture. Under extreme conditions frostbite can occur in seconds. Factors like wind chill, alcohol consumption, getting wet or being damp and how long you are exposed to the cold all impact how quickly and how severe frostbite can be. The elderly, young children, people with circulation disorders, and people from tropical climates have a higher risk factor of getting frostbite. People who have had previous cold injuries are also particularly at risk of getting injuries again in the same places. Frostbite comes in three levels of severity or degrees: *First degree, also called frost nip. It presents itself as numbed skin that has turned white in colour. The skin may feel stiff to the touch, but the tissue under is still warm and soft. There is very little chance of blistering, infection or permanent scarring as long as it is treated properly. *Second degree, superficial frostbite. It is a serious medical condition that needs to be treated by a trained medical professional. The skin will be white or blue and will feel hard or frozen. The tissue underneath is still undamaged. Blistering is likely which is why medical treatment should be sought out. Proper treatment is critical to prevent severe or permanent injuries. *Third degree, deep frostbite. The skin is white, blotchy and/or blue. The tissue underneath is hard and cold to the touch. This is a life threatening injury. Deep frostbite needs to be treated by a trained medical professional. The tissue underneath has been damaged, in severe cases amputation may be the final resource to prevent severe infection. Blistering will happen. Proper medical treatment in a medical facility with personnel trained to deal with severe frostbite injuries is required to aid in the prevention of severe or permanent injury. (9) Prevention of frostbite is actually very simple and for the most part is based on common sense. Hypothermia is heat loss at the body core, and it results from exposure to cold with the addition of other heat loss mechanisms. A healthy person’s body temperature can fluctuate between 36. 1 degrees and 37. 8 degrees. Hypothermia is considered to begin once the body temperature reaches 35 degrees, thought even smaller drops in temperature can have an adverse effects. Hypothermia is divided into two types: primary and secondary. Primary hypothermia occurs when the body’s heat-balancing mechanisms are working properly but are subjected to extreme cold, whereas secondary hypothermia affects people whose heat-balancing mechanisms are impaired in some way and cannot respond adequtely to moderate or perhaps even mild cold. Primary hypothermia typically involves exposure to cold air or immension in cold water. The cold air variety usually takes at least several hours to develop, but immersion hyporthermia will occur within about an hour of entering the water, since water draws heat away from the body much faster than air does. In secondary hyporthermia, the body’s heat-balancing mechanisms can fail for any numbers of reasons, including strokes, diabetes, malnutrition, bacterial infection, thyroid disease, spinal cord injuries, and the use of medications and other substances that affect the brain or spinal cord. Alcohol is one such substance. In smaller amounts it can put people at risk by interfering with their ability to recognize and avoid cold-weather dangers. In larger amounts it shuts the body’s heat-balancing mechanisms. Secondary hypothermia is often a threat to the elderly, who may be on medications or suffering from illnesses that affect their ability to conserve heat. Malnutrition and immobility can also put the elderly at risk. (12) The signs and symptomps of hypothermia follow a typical course, thought the body temperatures at which they occur vary from person to person depending on age, health, and other factors. The impact of hypothermia on the nervous system often becomes apparent quite early. Coordination may begin to suffer as soon as body temperature reaches 35 degrees. The early signs of hypothermia also include cold and pale skin and intensive shivering; the latter stops between 32. 2 and 30 degrees. As body temperature continues to fall, speech becomes slurred, the muscles go rigid, and the victim becomes disoriented and experiences eyesight problems. Other harmful consequences include dehydration as well as liver and kidney failure. Heart rate, respiratory rate, and blood pressure rise during the first stages of hypothermia, but fall once the 32. 2 degrees mark is passed. Below 30 degrees most victims are comatose, and below 27. 8 degrees the heart’s rhythm becomes dangerously disordered. Yet even at very low body temperatures, people can survive for several hours and be succesfully revived, thought they may be appear to be dead. (12) People who spend time outdoors in cold weather can reduce heat loss by wearing their clothing loosely and in layers and by keepimg their hands, feet, and head well covered. Because water draws heat away from the body so easily, staying dry is important. Alcohol should be avoided because it promotes heat loss by expanding the blood vessels that carry body blood to the skin. Alcohol consumption, exposure to ultra violet light and cold injurys have harmful effects on our body and its defence mechanisms. It affects virtually all areas of a person’s life; socially, psychologically, physiologically and mentally. It can be easily avoided by using just a little common sense. How to cite Things that affect the human body and attack its defence systems, Papers

Black Lives Matter and Respectability Politics

Question: Discuss about the Black Lives Matter and Respectability Politics. Answer: Introduction: Black lives Matter is an organization that has received countrywide attention recently for illegally shutting down highways with their marches and making extraordinarily aggressive anti-police statements. Whilst it is far achievable that an intensive institution would shape in a country as large as America. It is very extraordinary that the U.S president might help push its dangerous agenda. The black lives count number motion commenced after the dying of Trayvon Martin and made well-known after the death of Michael brown. Each of these killings had been deemed justified through the justice machine. President Barack Obama has helped legitimize the motion. Just weeks after browns demise, and before he had any facts at the case, the president was already making remarks that insinuated the police had stated that something was wrong (Cohen Jackson, 2016). Goals and Objectives For almost two years, Black lives matter, a protest movement has agitated the nation. The killing of Michael Brown in Furguson, Missouri, in August 2014 triggered the beginning of this movement. Moreover, the movement states that the biggest danger facing the young black men is the racist officers. This belief has contributed to protests, killings, and an operation to exclude old dated jury proceedings in court when officers use excessive force, and a presidential mandate on implementing policies (Powell Kelly, 2017). Even if the U.S Justice system has tried to hide the truth that Michael Brown was killed by the police while surrendering, Michael is still considered as a Martyr. The officers are trying to abolish the proactive policing due to the relentless attention directed to them in the media and on the streets. This has led to the increase in violent crime. It is important to evaluate the Black Lives Matter movements critical point, that police officials are the biggest danger to black individuals. Therefore, there are two counter hypothesis that I propose. Firstly, there is no regime more focused to the aspect that black lives matter than the officers and secondly, that we have been obsessed about the mentioned cop brutality over the past two decades, so that to prevent the greater issue- black-on-black crime (Hamilton, 2016). It is important to note that the police officers have a concise duty to treat everybody with respect and courtesy, and to act in accordance with the law. Most of the times, officers start developing an extreme, obnoxious attitude. In addition, it is normal that being commanded when you are not guilty of any unlawful act is humiliating, irritating and oftenly frightening. Most importantly, each unlawful shooting by police officers of unarmed individual is a very disturbing tragedy (Garza, Tometi Cullors, 2014). Referring to the subject of racism and complicity of officers in this nation, it is clear that there have been an increment of police officers killing black men. This history shows you how many individuals view the police. Therefore, there is need to properly train the police in the constitution or else there will be more threats to police with potentially dangerous force. According to Matter, the black violent crime rate shows that 26 percent of victims shot by the police are black. The usage of force by the police will happen where the officers interrelate most frequently with armed gangs, violent criminals, and those individuals resisting arrests, and especially in black dominated states. In 2009, Americas biggest states, for instance blacks consisted 60 percent of all theft respondents, 57 percent of all homicide respondents, 40 percent of all violent respondents (Obasogie Newman, 2016). Over the last decade, 45 percent of all police killers have been black. Also, a big ratio of Hispanic and white homicide deaths have been caused by police shootings than black homicide deaths. This information will not be dispatched by the mass media or from political sympathizers of the Black Lives Matter movement. In addition, 12 % of all Hispanic and White are murdered by cops in comparison to 4 % of all black murder victims. Standard anti-cop strategy that is stipulated by the Academy or ACLU highlights that prosecution activities are discriminatory if they do not follow the populace data (White, 2016). New York town describes why that information is so misinterpreted. Moreover, blacks in New York City constitute 23 % of the total population, but they get involved in more than half of all shootings, 70 %of all burglaries and 65 % of all assault crimes. Each year, almost 6,000 blacks are killed (White, 2016). This number is Bigger than Hispanic and White murders combined, even if blacks constitute 15 % of the countrys population (Burns, 2016). Blacks are murdered at almost ten times the amount of Hispanics and white combined. Blacks ranging between the ages of 20 and 24 in Los Angeles are killed at a rate20 to 30 times the countrys mean (Edwards, 2016). The increased homicide killings of blacks is because of the increased black violent crime rates. According to Baker, black men estimated between the age of 14 to 17 years commit murder at eight times more than the Hispanic and white men included. The police should stop the use of excessive force (Baker, 2016). This will have a good impact on the black deaths by murder rates. On March 11, 2015, as demonstrators had been were meeting at the Ferguson police head office trying to fight of the whole police unit, a six-12 months-antique boy known as Marcus Johnson become killed some miles away in a St. Louis Park, he was killed because of taking pictures of the events that were happening. It is unusual that no one protested his murder. Also, Sharpton did no longer call for a fede ral analysis. Last year, ten kids below the age of eight were murdered in Baltimore (Bender, 2017). Also, in Cleveland, three kids between the age of two and five were murdered in September. Moreover, a young boy was murdered in Chicago during the Fourth of July weekend by a bullet which was meant for his dad. In November, a young child aged ten years was driven into a valley and murdered by his Dads gang members. However, the dad refused to name the culprits involved. It is important to note that Hispanic shootings represent 97 % of all illicit gunfire in Town. Whites are 30 % of the city's populace, yet they are involved in less than 3% of all murders, 4 % for petty thefts, and 5 % of all vicious wrongdoing. These information shows that that for all intents and purposes every time an officer is killed in New York during a crackdown, implies that somebody has simply been shot, therefore, the officers should be summoned (Purtle, 2015). Officers have not succeeded in finding perpetrators of white shooting suspects, but it is rarely that this happens (Mead, 2015). This frequency of wrongdoing means that blacks have a much greater possibility than the whites of being stopped by the police in light of the fact that they look as suspects. This is just an assumption that the police make. However, it is a reality constrained on them by the truths of wrongdoing. There are large topographical disparities in different states. In Brownsville, Brooklyn, the charges for capital shooting is eighty one times better than in close by bay ridge. Blacks are the most common community in Brooklyn. Also, the next biggest community constitutes most of white and Asian (Hooker, 2016). This has caused the police to be always present and use of extreme forces are a lot greater in Brownsville as compared to Bay ridge. Each time there is a fight, the police will move to the region to try and stop it, this is an effective way to avoid retaliatory acts of individuals. It is important to note that the police patrol Brownsville not due to discrimination but due to the fact they want to offer safety to most law-abiding residents who need security. As crime level increases, the greatest number of victims are normally black. However, cops are also suffer the same fate (Mc Donald, 2016). In August 2015, a policeman in Birmingham, Alabama, was beaten by a convicted indiv idual after he was instructed to stop. Moreover, the suspect had snatched the officers gun, as Michael brown had attempted to do in Ferguson, however the officer hesitated to arrest him for fear of being accused of discrimination. Such situations will probable increase because the media is planning to make to expand the Black Lives Matter movement, their intention is to criticize the countrys police forces (Hoffman, Granger, Vallejos, Moats, 2016). In recent phases of economic changes, no other agency structure has been able to implement the policies. Corporations that had refrained from investing in New York City due to the increase in drugs have now settled there, therefore giving the residents a variety in shopping and also creating more job opportunities (Wilson, 2016). Older residents felt secure to visit the shops or to the administration offices to pick out up their social welfare checks. In addition, Kids felt free to ride their motorcycles on the sidewalks without being frightened that they would be killed. However, due to the false reports of the Black Lives Matter Movement, the crime rate has greatly increased since it has affected the appropriate operations of the police. Police patrolling the Cities and zones now find themselves being enclosed by cursing, and rude crowds once they make an attempt to arrest an individual (Hope, Keels Durkee, 2016). On occasion, they are injured as bottles and rocks are thrown to th em. Additionally, other individuals put their mobile phones near officers faces, daring them to continue with their responsibilities. This makes the police to be worried of being referred to as racists. Other individuals go to the extent of taking mobile phone video when the officers are arresting a black individual that unavoidably stops to reveal the antecedents to their use of force. Officers use of excessive tactics is a standard procedure, but the public does not understand the appropriate way to handle a suspect who is resisting arrest. Due to the anti-cop protests over the past years and the resulting retaliations that has been happening in the streets, officers in city centres are using the traditional form of policing that contributed to decrease in crime in the late Nineties and 2000s. This has led to decline in arrests and proceedings for low-level offenses. Moreover, Law enforcement officials delay to answer 911 calls whilst there is already an individual who is sufferin g. However, many cops fear that their jobs are at stake when they make individual to stop and get out of their vehicles and arresting those who hang out on drug dominated areas (Edwards, 2016). Law enforcement officials are, after all, human but time and again they are referred to as discriminatory for stopping and questioning black individuals in regions with increased crimes regions, therefore making them to perform their duties inappropriately. This is not a comprehensible experience, it is how matters should be handled. We will get much less of Policing, if politics continue to affect the legitimacy and assertiveness of the policies. However, the individuals protesting that the police should stop the use of excessive force that the officers backtrack are by no ways helping the entire black society. Unfortunately, while police back off in excessive crime regions, crime increase rapidly (Miller Schwartz, 2016). Our nation is facing an increase in violent crimes after a long time. Murders have risen by almost 17 percent within the kingdoms biggest towns in 2015. This happened in states with a majority of black people where the violence increased to maximum. During that pe riod, Baltimores per capital murder fee closing year was the best in it has ever recorded. In a decade, Milwaukee experienced the worst year, with a 70 % increase in homicides. Also, murders in Cleveland increased by 90% over the previous 12 months. Homicides rose by 80 % in Nashville, 55%in Washington, D.C, and 60% in Minneapolis. In Chicago, where pedestrian stops have been decreased by almost 90%, murders had been up by 80% since March 2016. Campaign Strategies The most common emphasis of the Black Lives Matter is that white officers should be stopped for killing black individuals. On March 2015, Justice System data at the Philadelphia police branch highlighted that black and Hispanic police have been more possibly than white officials to kill black individuals based on assumptions. This is the inappropriate perception that an individual is armed. An examination from the College of Pennsylvania criminologist Greg Ridgeway, previously acting manager of the National Institute of Justice, has discovered that black cops inside the NYPD had been 3 three times much more likely to use their weapons during shooting situations as compared to other cops present. During April 2015, in Baltimore, the killing of drug kingpin Freddie gray has aggravated the black Lives Matter narrative. This is despite the fact that the cops involved in the arrest and delivery of gray are black. It is not true that a white drug peddler in greys situations, with a compara ble records of faking accidents, would have been handled any in another way (Perry, 2016). Conclusion To conclude, Black Lives Matter is an organization that supports the right of the black individuals. Moreover, it is a philosophical and political intervention approach that protects the lives of the black people. The movement also highlights the contribution of black people in the community and their resilience within the face of lethal discrimination. In recent years, the nation has made tremendous progress by solving this problems. New York and other different large states have appreciably decreased their prison populations and the juvenile justice system has decreased young people confinement and detention through by over 40%. The whole discriminatory accusations has contributed to the narrowing down of police departments in major towns. This has led to an increase in the number of various crimes. The garner case has contributed to protests by the white individuals about the injustices within that justice structure, with 45 % of whites nationwide and half in New York town mention ing that the officer must had been indicted. Ultimately, right enforcement of the currently reauthorized loss of life in custody reporting act can ensure accurate facts on future police use of deadly force. References Bender, M. (2017). Black Lives Matter. Critical Education, 8(2). Cohen, C. J., Jackson, S. J. (2016). Ask a Feminist: A Conversation with Cathy J. Cohen on Black Lives Matter, Feminism, and Contemporary Activism. Signs: Journal of Women in Culture and Society, 41(4), 775-792. Edwards, S. B. (2016). Black lives matter. ABDO. Matter, B. L. (2015). Black Lives Matter. Accessed September, 1. 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