James Baldwin Essay Example for Free

James Baldwin Essay Has writing ever changed your life? Have you wondered about the author of the amazing work? James Baldwin was the author of books, plays, and essays that broke literary ground. His work explored social and racial issues regarding discrimination. James Arthur Baldwin was born in Harlem, New York in August 2, 1924 to Emma Berdis Jones and an unknown father. His stepfather was David Baldwin, a Baptist preacher and a factory worker. Baldwin grew up with an abusive father and a poor family with eight siblings. He wrote and edited the school magazine at his middle school, Frederic Douglass Junior High, at the age of 11. At the ages of 14 through 16, Baldwin was a Pentecostal preacher at Pentecostal Church, delivered by the difficulties of life, as well as his abusive stepfather, who was also a preacher. At the age of 15, a running buddy, Emile Capouya, recommended the young Baldwin to meet Beauford Delaney, an American modernist painter. Delaney became Baldwin’s mentor, living proof that African-American artists exist and that he could become one himself. You might be wondering what Baldwin achieved in young adulthood as he matured into the revolutionary writer he became. After attending high school, Baldwin started a string of ill paid jobs, self-study, but earned a literary apprenticeship in New York City. Around the age of 20, Baldwin moved to Greenwich Village, New York a popular home of African American artists and writers. While in New York, he befriended Richard Wright, a fellow African-American writer. At the age of 21, Baldwin landed a fellowship through Wright. He started to publish his first essays and short stories (ex: The Nation, Partisan Review, and Commentary). Three years later, at the age of 24, Baldwin moved to Paris on another fellowship. His personal life was lonely. He once loved Lucien Happersberg, a Swiss artist that he lived with while he stayed in Switzerland. He was single and had no children. His personal hobbies included writing and reading which lead to his writing career. He enjoyed writing poems, essays, short stories, and plays that were against discrimination. Baldwin was one of the leading voices in the civil rights movement. His work broke literary ground by influencing others. Maya Angelou called Baldwin her friend and brother and was greatly influenced by his work. He was especially well known for his essays on the black experience in America. He provided an unflinching look at the black experience in America through his work. Nobody Knows My Name, one of Baldwin’s touching books, hit the best-sellers list, selling more than a million copies. Early on December 1, 1987, Baldwin died of esophageal cancer in Saint-Paul-de-Venice, France. He was buried at the Ferncliff Cemetery in Hartsdale, near New York City. Baldwin was cheerful and active days before his death, hosting a Thanksgiving dinner. He had continued to write until his death at the age of 63. He had finished Cross of Redemption: Uncollected Writings, and had published The Price of the Ticket in 1985, just two years from his death. James Baldwin was an influential person. I learned that anyone can change things within and without your reach with determination. I was impressed that he was eager to change people’s perspectives of the world around them. The lesson that I learned from him was that one should do the right thing in bad situations. James Baldwin was a truly amazing person.

The Articles of Confederation Essay -- articles of confederation, cent

A few hundred years ago, the United States first Constitution, the Articles of Confederation, was created. This Constitution created a weak central government in order to give the people the rights that they deserve. This plan of government, however, proved to be too weak and it could not control the people or pay the debts that the country had acquired from the Revolutionary War. One of the many problems of the Articles of Confederation was that it had no power to collect taxes(wikipedia.org). This made the new nation go in huge debt because it had no way of paying the army for their services in the Revolutionary War. The United States did receive some money from neighboring countries in order to pay of the debt and they had also gotten a few pence from the states, but this was insufficient and they still could not pay their debt. Another problem of the Articles of Confederation was that it could not enforce its laws and make the states pay the money that they promised the government. One of the many effects that this problem made was Shays' Rebellion. This rebellion was caused by the taxes that the government made. It stated that everybody must pay for the taxes or they would have their land taken away from them and be sent to jail. This angered the farmers since they could not pay the taxes, and so, this rebellion was formed. In order to prevent any further outbreaks from occurring, our Founding Fathers got together to form a convention, which was called the Constitutional Convention. This convention was to be held to fix the government and stop other occurrences, such as Shays' Rebellion, from ever happening again. When the Founding Fathers went to Philladelphia, they quickly decided that their gov... ...ticles of Confederation was the first constitution of the United States. A few years later, the Founding Fathers found out that the Articles weren't working as they had in mind and they then went to Philladelphia to revise it. When they go there, there were many disagreements about slavery and representation. To stop these arguments, the Connecticut and the Three-fifths Compromise was made. Then, all but Virginia and Washington agreed to ratify the Constitution because it had no Bill of Rights. To fix this problem, James Madison then promised to create a Bill of Rights to protect the people and ensure that there new government would never again turn into one like Great Britain's. Works Cited The Articles of Confederation, https://en.wikipedia.org/wiki/Articles_of_Confederation The U.S. Constitution, https://en.wikipedia.org/wiki/United_States_Constitution

Primary Education in Sub Saharan Africa Essay

| Primary education and enrolment levels in sub-Saharan Africa remain a major development issue in the 21st century. The region has seen levels of primary enrollment climb from 47% to 87% since 1950 (UN 2010). It is now evident that nearly everywhere in the world; there are currently more children in receipt of primary education than 15 years ago. Nevertheless, 15% of all children around the globe, and 25% of children in sub-Saharan Africa still do not. (UN 2010) | Figure 1 Children receiving primary education. (UN 2010) Figure 1 Children receiving primary education. (UN 2010) Policy Briefing Paper Why does it constitute a development issue? Although there has been some progress in the proportions of children of primary school age actually receiving and completing primary education, about 100 million children worldwide are still denied this right. Not surprisingly, most of these children live in developing countries. Figure 2 Children of primary school age not primary education. Expressed in millions (One 2012) Figure 2 Children of primary school age not primary education. Expressed in millions (One 2012) Figure 3 Distribution of out-of-school children by region. (UN 2010) Figure 3 Distribution of out-of-school children by region. (UN 2010) Jandhyala B. G. Tilak cited in the Journal of International Cooperation in Education (2009) stated that â€Å"The importance of basic education for development is widely acknowledged† before going on to say that â€Å"basic education constitutes one of the most important means by which the poorest society can improve their situation and guarantee a life of dignity for their citizens. † (Jandhyala B. G 2009) Therefore it is evident that basic education particularly at a primary level should be a main component of any development strategy. Many people accept that development in education could be a catalyst to help achieve progress on the Millennium Development Goals (MDGs) as devised by the UN, but this will involve an intensified pledge to equity. Continuing inequalities are hampering progress regarding the Education for All (EFA) goals at global, regional and national levels. The EFA Global Monitoring Report 2009 shows that within countries, inequalities constructed on â€Å"wealth, location, gender, immigration or minority status or disability are the main factors which deny millions of children a good-quality education†. (Thomas 2011) The World Bank said that â€Å"Every person—child, youth and adult—shall be able to benefit from educational opportunities designed to meet their basic learning† (World Bank 2010) Before further going on to state that â€Å"Education is a powerful instrument for reducing poverty and inequality, improving health and social well-being† It can be said therefore, that education can lay the basis for sustained economic growth in the developing world. One of the most important reasons for investment in education and achieving the MDG is the fact that â€Å"in an increasingly complex, knowledge-dependent world† it can be the â€Å"gateway† to even higher levels of education, so therefore education must be the first priority. (World Bank 2010) In fact Irina Bokova UNESCO’s Director-General said that â€Å"Youth is Africa’s main resource. Young people are not only the key to the future, they are also the ones constructing the present,† (Thomas 2011). In fact Irina Bokova UNESCO’s Director-General said that â€Å"Youth is Africa’s main resource. Young people are not only the key to the future, they are also the ones constructing the present,† (Thomas 2011). Figure 4 Progress toward universal primary education. (World Bank 2010) Figure 4 Progress toward universal primary education. (World Bank 2010) The British charity, Oxfam, says that if the money is not found, another generation of Africans will be trapped in illiteracy and poverty. Africa risks being left behind as the global economy becomes increasingly based on skills and knowledge in the next century. Millennium Development Goals The Millennium Development Goals are 8 international goals that the UN wants to achieve by 2015. Goal 2 is to achieve universal primary education in the developing world. Concerning the MDG of achieving universal primary education, sub-Saharan Africa has made more progress than any other region due to strong efforts to increase enrolment. Despite the improvement, almost half of the children out of school live in Sub-Saharan Africa and the majority of them are largely excluded from education, and most will never enter a classroom. Moreover the region has the lowest youth literacy rate (72 per cent in 2009). Figure 5 Progress towards universal primary education. (UN 2010) Figure 5 Progress towards universal primary education. (UN 2010) Causes and consequences of poor enrolment levels in primary education The main cause of poor enrolment levels in sub-Saharan African is capital. Many countries are unable to afford and implement adequate education strategies. Jandhyala B. G. Tilak cited in Journal of International Cooperation in Education (2009) stated that â€Å"Making primary education free and compulsory requires public funds. But governments everywhere are starved of resources for education. Particularly in developing counties the allocations to education have been far from adequate. † Jandhyala also uses figures to illustrate just how little is spent on education, particularly on the primary sector in sub-Saharan Africa, compared to the rest of the world: â€Å"Sub-Saharan Africa allocated 4. 4 per GNP to education, compared to 5. 3 per cent in the developed countries and the world average of 4. 9 per cent in 2005. † Additionally when looking at primary education specifically â€Å"Expenditure on primary education per pupil as per cent of GNP per capita was 13 per cent in Sub-Saharan Africa in 2006, compared to 17 per cent in the developed countries and 14 per cent in the world on average. † (Jandhyala B. G. Tilak 2009) The Guardian published an article in 2010 stating that â€Å"A glaring lack of mutual accountability between primary schools and parents, poor financial record keeping and bad management is threatening the quality of basic education in seven African countries, including Uganda. † Moreover, â€Å"poor governance systems and practices, with limited availability of financial documentation at district education offices and schools, which was impeding progress in achieving the six aims of the Education For All (EFA) initiative and the Millennium Development Goals (MDGs). † (Ford, L and Kavuma, R. 2010) The article then describes the results of the Africa Education Watch: Good governance lessons for primary education report which concludes that increased thought needs to be put into to management training and building expertise on a more local scale to ensure money is well spent. The report also expresses that the implementation of decentralizing may seem a good idea but has led to poor performance and negative financial results. There has been much debate surrounding non-formal education such as farmer training as opposed to formal classroom tuition. In chapter 5 of ‘Geographies of Development’ (2008) it is suggested that education is â€Å"a legacy of the colonial period† and is â€Å"often inappropriate for the present-day needs of individuals, communities and nations. † It uses the example of what the most appropriate form and structure of education provision should be for poorer countries, proposing â€Å"what proportion of the budget should be spent on the different sectors (primary, secondary and tertiary)† and later questioning â€Å"should more attention be given to non-formal education†? Such as craft skills as opposed to more formal classroom tuition. (Potter et al. 2008) There has also been much debate over the capability and quality of teaching in sub-Saharan Africa, in fact Novicki (1998) stated that â€Å"Among the myriad problems plaguing education in Africa is the low quality of schooling in much of the region, with overly large class sizes and the average number of students per teacher higher than in any other world region except South Asia. † Many teachers are unqualified, teaching aids are few and far between and textbook provision is desperately poor, therefore learning achievement is low. Novicki also says that there are â€Å"unequal opportunities for rural children and the urban poor. † (Novicki 1998) Another cause of low enrolment levels in primary education is inequality, especially between boys and girls. A lack of education and economic security affects millions of women and girls, whose literacy levels are generally lower than men and boys. The MDGs attempt to eliminate gender disparities in primary and secondary education by 2005, and achieving gender equality in education by 2015, with a focus on ensuring girls’ full and equal access to and achievement in basic education of good quality. Studies have clearly shown that educating girls has a significant impact on the health and welfare of households. Girls who have been educated are more likely to marry later and to engage in economic activity outside the home. Furthermore, they tend to provide better care and nutrition for themselves and their children which leads to a reduction in disease and lower child mortality. (Potter et al. 2008) It is also evident that many young children have other roles to play in their community and family life. Culturally; education is still not seen as a priority for many people. For instance children are encouraged to stay at home and work on the farm or go out collecting water. Figure 6: Gender parity in education in sub-Saharan Africa (UN 2010) Figure 6: Gender parity in education in sub-Saharan Africa (UN 2010) Table 1: Riddell, A (On behalf of UNESCO). (2003). Table 1: Riddell, A (On behalf of UNESCO). (2003). Which development strategies have addressed the issue? The 1990 World Conference on Education for All identified a need for â€Å"diverse, flexible approaches within a unified national system of education† (Potter et al. 2008) the conference then came to an agreement over 5 broad objectives for primary education: * Teach useful skills * Be more flexible * Get girls into school * Raise the quality and status of teachers * Cut the families school bill(Potter et al. 2008). Novicki (1998) stated that more partnerships were needed in order to reverse declining enrolment in the early 21st century, she said that â€Å"in addition to encouraging national leadership and a coordinated donor approach† partnerships between â€Å"parents, students, civil society and teachers unions need to be built in support of education†. (Novicki 1998) In order to achieve the UNESCO EFA goals, the Dakar Framework for Action, which was agreed upon in 2000, sets out a two-part gender equity agenda: first, to achieve gender parity in school participation and second, to improve gender equality in educational opportunities and outcomes. One development scheme which has seen success in recent years has been the Schools for Africa initiative which has attempted to give education toâ€Å" the most disadvantaged children – including those who suffer from discrimination and harassment and those who face extreme poverty, political unrest or natural disaster† (Dolan 2012). The results of this have been that 5. 5 million children across Africa are now receiving better education. The initiative is active in Angola, Burkina Faso, Ethiopia, Madagascar, Malawi, Mali, Mozambique, Niger, Rwanda, South Africa and Zimbabwe. It aims to â€Å"operate in the best interest of every child, and uses measurements to improve children’s learning environment in a gender-sensitive way† and this has been shown to lower drop-out rates. Schools for Africa uses a â€Å"child-friendly school approach† with sex separated sanitation facilities, safe drinking water (â€Å"which has helped children spend more time in classrooms and less time collecting water. †) and finally better school environments (Dolan 2012). UNESCO says that education is vital to development in sub-Saharan Africa and has its Regional Bureau for Education in Dakar, Senegal. It has 15 field offices serving sub-Saharan Africa that work to keep education high on the agenda of governments and development partners. Furthermore UNESCO’s International Institute for Capacity Building in Africa (IICBA) focuses on improving the quality of teacher education in the region. In addition UNESCO supports the Basic Education in Africa Program, advocating for countries to adopt legal frameworks which guarantee 8-10 years of uninterrupted basic education. (UN 2010) What has worked well? United Nations Summit 2010 said that various solutions are being attempted. * Abolishing school fees at primary school level has seen a surge in enrolment in countries like Ethiopia, Ghana, Kenya, Mozambique and Malawi. * Investing in teaching infrastructure and resources – Recruiting referees and volunteers to meet teacher demand in places like Ghana. * Promoting education for girls – Botswana has reduced female drop-out rates by half by implementing readmission policies. Malawi has been promoting girls’ education in grades 1-4 by providing learning materials. * Expanding access to remote and rural areas – Introducing mobile schools to reach children who do not have regular access. Furthermore introducing a bilingual education program; using indigenous languages to expand access to education for indigenous children in remote areas. (United Nations Summit 2010) Many African governments have focused their reserves from debt relief in the direction of the education sector. Mali, for example, has allotted virtually half its debt relief savings in the way of education. Debt relief has also enabled many African governments to abolish primary school fees, opening school doors for millions of the poorest children. The Fast Track Initiative (FTI) created in 2002 as a partnership to accelerate progress towards achieving UPE. Developing countries create a national education plan that is endorsed by technical experts and then donors in turn provide technical expertise and additional funding to support the plan. The Tanzanian government instigated a Primary Education Development Program to enhance the primary education system with help from donors. Between 2002 and 2004, Tanzania hired new primary school teachers, and built 30,000 new classrooms. By 2006, nearly all primary school aged children were enrolled in school. Ethiopia has generated immense strides regarding achieving universal primary enrolment. Thanks to increased budget commitments and increases in development assistance. Beginning in 1997, the Ethiopian government emphasized â€Å"increased access, greater equity and improved quality of national education. † Ethiopia is targeting public spending on education in rural areas. This move has had a marked impact on demand for and access to education, as distance to school is a significant barrier for many children, especially for girls. (One. org 2012) What needs to be done? Further investment in primary education is clearly needed and Thomas (2011) wrote that â€Å"The Financing Education in Sub-Saharan Africa report reveals â€Å"tremendous† gains in the provision of basic education on the back of a 6 percent annual increase in real education expenditure across the region in the past decade. This includes a 48 percent increase in primary enrolment, while enrolment in pre-primary, secondary and tertiary education grew by more than 60 percent over the same period. † (Thomas 2011) UNESCO declare that achieving the goal of EFA involves understanding what holds girls and boys back, so that policies can be designed to overcome these obstacles and improve access to, and participation in education. Urgent action is needed in countries where the gender gap is still large in primary and secondary education. An overriding priority is to tackle poverty constraints by reducing the direct and indirect cost of schooling to families and addressing the incidences of child labour. (UNESCO 2003) When deducing what action should be taken in sub-Saharan Africa it seems obvious that capital is needed but it is vital that this capital is spent wisely. That investment should compromise elements from the 1990 World Conference on Education for All which were: teach useful skills, be more flexible, get girls into school, raise the quality and status of teachers and to cut the families school bill. (Potter et al. 2008) As well as eliminating gender and other inequalities such as those between the rural and urban. Finally, strategies need to involve communities and take a bottom-up approach from a local scale to ensure EFA and achievement of the MDG by 2015. References Dolan, S. (2012). Thanks to supporters, the Schools for Africa programme is reaching millions. Available: http://www. unicef. org/education/index_61242. html Last accessed 15/03/2012 Ford, L and Kavuma, R. (2010). Lack of transparency undermining primary education in Africa. Available: http://www. guardian. co. uk/katine/2010/feb/23/primary-education-africa. Last accessed 15/03/2012. Jandhyala B. G. Tilak cited in CICE Hiroshima University, Journal of International Cooperation in Education, Vol. 12 No. 1 (2009) pp. 5 ~ 17. (2009). Basic Education and Development in Sub-Saharan Africa. Available: http://home. hiroshima-u. ac. jp/cice/12-1Jandhyala. pdf. Last accessed 15/03/2012. Novicki, M. (1998). Boosting basic education in Africa. Available: http://www. un. org/en/africarenewal/subjindx/114spedu. htm. Last accessed 15/03/2012. One. org. (2012). Education in sub-Saharan Africa. Available: http://www. one. org/c/us/progressreport/776/. Last accessed 15/03/2012. Potter et al. (2008). Chapter 5: People in the development process. In: Geographies of Development: An Introduction to Development Studies. 3rd ed. London: Prentice Hall. 222-224. Riddell, A (On behalf of UNESCO). (2003). The introduction of free primary education in sub-Saharan Africa. Available: http://unesdoc. unesco. org/images/0014/001469/146914e. pdf. Last accessed 15/03/2012. The World Bank. (2010). Education key to achieving Millennium Development Goals . Available: http://data. worldbank. org/news/education-key-to-achieving-MDGs. Last accessed 15/03/2012. Thomas, D. (2011). UNESCO: Sub-Saharan African primary education boosted by increased spending . Available: http://web. thisisafricaonline. com/news/2011/04/28/unesco-sub-saharan-african-primary-education-boosted-by-increased-spending/. Last accessed 15/03/2012. UN. (2010). The Millennium Development Goals Report. Available: http://www. un. org/millenniumgoals/pdf/MDG%20Report%202010%20En%20r15%20-low%20res%2020100615%20-. pdf. Last accessed 15/03/2012 United Nations Summit. (2010). Goal 2 Achieve Universal Primary Education. In: High-level Plenary meeting of the General assembly. New York: UN Department of Public Information. UNESCO. (2003). Gender and Education for All: Sub-Saharan Africa1. Available: http://www. unesco. org/education/efa_report/zoom_regions_pdf/ssafrica. pdf. Last accessed 15/03/2012.

The Psychology Of Mental Illness - 973 Words

The history as well as the present study of psychological disorders is confusing and intriguing.Psychological disorders have been misunderstood since the 4th century BC. Throughout history knowledge and science have presented various causes, treatments and diagnoses. With the basic idea proposed by Hippocrates of the connection of our mood to the color of our bodily fluids to today s modern and scientific diagnoses and treatments , psychological disorders can now be effectively treated (â€Å"The History Of The Psychiatric Diagnostic System,† 2013). The psychological disorders videos in MyPsychLab were all informative. Out of the 10 videos I found the â€Å"History of Mental Illness†, â€Å"Personality Disorders† and â€Å"Tami Greens Congressional Briefing on Borderline Personality† to be informative and created awareness in different areas and ways. The â€Å"History of Mental Illness† is an informative podcast based off of an interview with Dr. Rodger Christenfeld, the research director at the Hudson River Psychiatric Center located in Poughkeepsie, NY. Dr. Christenfeld spoke of the psychiatric centers change of names over time from an â€Å"Insane Asylum† to the present name â€Å"Psychiatrist Center† as well as the possibility of different labels in the future. He discussed a time of social reform approximately 50 years before Freud in which Charles Dickens presented the idea of psychological disorders being an illness . Christenfeld addressed the treatment of the mentally ill throughout history.Show MoreRelatedThe Psychology Of Mental Illness1177 Words   |  5 PagesWhen it comes to mental illness, I have the point of view of someone who is training to be a health care professional. During my past clinical experience as a nursing student at the Alberta Hospital Edmonton, I was immersed in an environm ent filled with individuals who were acutely mentally ill, and two of these individuals were my patients. While â€Å"The Sociology of Mental Illness† is an excellent source of information about mental illness in the context of sociology, based on my experience at AlbertaRead MoreThe Psychology Of Mental Illness1410 Words   |  6 Pagesusually goes hand in hand with mental illness, as people who are considered mentally ill will then be considered as deviant, since it is contemplated not a norm. Sociologists have paid close attention to different concepts of mental illness and how it fits in with sociology. The focus on women and the idea of mental illness is a fairly new phenomenon and a lot of research and models have taken place by sociologists throughout time to find out why women experience mental illness more than men. Social causesRead MoreCognitive Psychology And The Management And Treatment Of Mental Illness1352 Words   |  6 Pagessimilarities and how they would be applied to the management and treatment of mental illness. Also I will explain the theories of two psychologist highlighting their strengths and weaknesses and there similarities and differences. AC1.1, AC3.1 Biological psychology looks at the biological aspects of behaviour. It looks at how the brain s structure, chemistry, activity and genetic make-up etc. relates to behaviour. Cognitive psychology focuses on the way the brain processes information, how people perceiveRead MoreClinical Psychology : Mental Illness, Emotional, And Behavioral Disorders1027 Words   |  5 PagesClinical Psychology is a branch of psychology that work with treating mental illness, emotional, and behavioral disorders. Psychologists work with patients that have disabilities such as depression, anxiety, eating disorders and substance abuse. However, clinical psychology roles are well-suited to individuals with a strong work ethic who are able to show empathy while also being very oriented to solving problems. A Christian who is a clinical psychologist must choose whether to treat a patientRead MoreExploring Psychology Careers Essay1100 Words   |  5 PagesExploring Psychology Careers Destiny Brotherton PSY 305 May 4, 2015 Dr. Jon Stern Exploring Psychology Careers Although there is an inordinate amount of diverse types and areas of specialization in psychology, such as Clinical Neuropsychology and School Psychology, the overall idea is the study and research of the human mind and behavior. Psychology is known to aid those who suffer from a variety of mental illnesses while also helping people to comprehend better the mind and how exactly theRead MoreA Nurse For A Long Time947 Words   |  4 PagesStill none of those felt right. I’ve always been fascinated with psychology, but kept pushing it to the back of my head because of how much extra school it required. The thought of studying psychology kept nagging at me though, and finally I decided to switch my major to Psychology. I went in to Brother Eric Gee’s office, which is the department chair of psychology, to talk to him about my idea of switching my major over to Psychology. Speaking to him really confirmed to me that this really is somethingRead MoreEssay about What Is Abnormal Psychology? What Is Normal Psychology?1141 Words   |  5 Pagesnbsp;nbsp;nbsp;nbsp;nbsp;What is Psychology? In my research of Psychology and its meaning I have come up with many definitions. To sum all of the definitions into one it’s the study ones feelings, thoughts, and their way of thinking and using all of there senses rather its cognitive, physical, or mental. Some other questions that came to mind during my research are what is normal psychology and what is abnormal psychology? nbsp;nbsp;nbsp;nbsp;nbsp;What is normal psychology? Most people consider oneRead MoreCritically Compare and Contrast Community Psychology and Public Health Approaches to Social Problems851 Words   |  4 Pagescommunity psychology and public health approaches to social problems. I will do this by comparing strengths and weaknesses of both approaches, as well as similarities between these approaches. To compare these two concepts, one should first have a basic understanding of the origins and historical development of community psychology and public health. According to the American Heritage Medical dictionary (www.ahdictionary.com) Community Psychology is â€Å"the application of psychology to communityRead MoreAbnormal Psychology and Therapy: Physical Illnesses and Disorders1228 Words   |  5 PagesAbnormal Psychology and Therapy If you have an infection, you go to the doctor. There are many different treatments for any number of physical illnesses and disorders, but what if the illness or disorder is in your mind? For psychology to have any validity as a science, research must show there is a common way to think, react, and feel amongst humans; uniform mental processes. So far, research has shown that one can study the behaviors of a small group and compare them to a larger population;Read MoreComparison with Community Psychology and Public Health1055 Words   |  5 PagesIntroduction The American Heritage Medical dictionary (Website one, 2007) defines community psychology (CP) as â€Å"the application of psychology to community programs for the prevention of mental health disorders and the promotion of mental health.† Public health (PH) on the other hand is defined as â€Å"the science and practice of protecting and improving the health of a community as by preventative medicine; health education; control of communicable diseases; application of sanitary measures and monitoring

Examples of Jung’s Analytical Archetype Theory in the Film...

Martin Scorsese directed the movie Shutter Island, starring Leonardo DiCaprio, that came out on February 19, 2010. The movie portrays many different examples of critical theory. Having watched the movie before my analysis, when I heard of Jung’s Analytical Archetype theory I linked it with this movie almost immediately. Carl Jung, a Swiss psychiatrist, developed the idea that all archetypes are universal images that come from the collective unconscious and are almost instinctive to us all. Jung’s critical theory examines the unique personal collective unconscious of the characters in the film. These can vary anywhere from forgotten memories to traumas, keeping all religious, spiritual, and mythological symbols and experiences intact. It is from this point of view that it becomes easier to explain all the similarities between stories. There are three factors when you look at archetypes, which are characters, situations, and symbols. Plot Overview Shutter Island is set in the 50’s and Edward Daniels, Teddy, is the protagonist we first encounter in the beginning of the movie. He’s portrayed as a US Marshall who’s sent to â€Å"Shutter Island† where there’s a psychiatric facility, Ashecliffe Hospital to investigate the disappearance of a female patient with his new partner Chuck Aule. Teddy tells Chuck that he wanted to get this case because the man who killed his wife in a fire, Andrew Laeddis, was also on the island and went missing months ago. As they continue their

Drunken Driving Accidents And The Biggest Party Of The Year

Introduction It was the end of the biggest party of the year. Everyone is leaving now, man did we have a blast. I’m getting into my car now about to head home proud of myself because I promised my mother I would not drink tonight. As I pulled onto the road a red car hit me head on. I must have blacked out because I am lying on the ground and all I can hear are the police, paramedics and sirens all around me. Then I think I heard one of them say, â€Å"the guy who hit her was drunk.† As I lay in this pool of blood all of it belonging to me the guy who hit me is fine all he had was minor cuts and bruises. He is now handcuffed walking to the police cruiser staring at me lying here dying, all of this his fault. As I’m taking my last breaths I’m wondering why I am lying here dying and I wasn’t the one drinking and driving. ALCOHOLISM Drunken driving accidents are one of the leading causes of death of teens. Whether they are the driver or just in the car with someone. Alcoholism plays a big role in this. With it being a chronic and progressive disease there can be many different symptoms, causes, and risk factors and complications that can be associated with alcoholism. It can include difficulty regulating how much alcohol you drink. Also having many problems in life because of continuous drinking and getting drunk. If you have alcoholism you may need to seek professional help to quit drinking. People who have alcoholism or drink a lot usually deny theyShow MoreRelatedThe World s Largest Social Media Platform846 Words   |  4 PagesFacebook- the world’s largest social media platform; and the worlds biggest controversy of Internet privacy. As a result, Facebook was the deciding factor in the outcomes of some recent court cases. Two articles that were handed out in class directly relates to this, the articles being; â€Å"Don’t drink and drive, then post on Facebook† by Eric Tucker and â€Å"Appearing Happy on Facebook May Be Used Against You in a Court of Law† by Amanda Hess. Both of these articles highlight the emergence of social mediaRead MoreThe Problem Of Drinking And Driving1648 Words   |  7 Pagestaken from them because someone made the choice to drive after drinking! What if your child’s life was abruptly ended because their friend decided it was cool to drive after having a few beers. Well the fact of the matter is drinking and Driving is one of the biggest killers of many young Americans these days. What drives many people to drink and drive? Do they do because of the peer pressure or maybe because they think it makes them look cool? More and more young adults are start to drink atRead MoreAlcohol Consumption Should Be Banned. Agree or Disagree2033 Words   |  9 PagesAlcohol is one of the most widely used and abused drugs in the world. It is a legal drug that can be found just about anywhere, restaurants, liquor stores and even in some supermarkets. It is a drug that is used by many, some just to relax, others to party with the intention of getting drunk and those that are addicted and who abuse the drug like no other. Alcohol causes several problems and injures the lives of many, it is the fifth most dangerous drug in the world being higher than LSD and ecstasyRead MoreThe Drinking Age Should Be Lowered1836 Words   |  8 PagesIn today’s society it is legal for an 18 year old to vote, be enlisted in the military, serve jury duty, buy tobacco products, live on thei r own and support themselves. Yet after all of that responsibility, these young adults are still not given the privilege to enjoy a few beers here and there. The current drinking age in the United States is 21 years of age, a controversial issue for many. The issue is exceptionally debatable and many people believe the drinking age should be lowered to the ageRead MoreThe Challenges Facing Administration Motor Insurance Management and Operational Risk in Kenyan Insurance Company15608 Words   |  63 Pagesindustry in East Africa is not known, there is evidence that the first marine agency was established at the Island of Zanzibar in 1879. It took another twelve years before another marine agency was established in Kenya in 1891. Motor vehicle owners in Kenya were legally compelled to take out insurance against traffic accidents involving third parties in the mid 1940s under the Road Traffic Act (RTA). The history of public service vehicles (PSV) dates back to the late 1950s when there appeared a new formRead MoreEconomics6744 Words   |  27 Pagesand reduce the quantity bought and sold to Q1. Figure 7 D S1 S price of whisky P1 P S1 S D 0 Q1 Q quantity of whisky Activity 2, page 167 a Because they are more harmful for smokers’ health than many realise. They also impose costs on third parties. b It is not likely to be effective in reducing smoking because demand for cigarettes is price inelastic as smoking is addictive. Activity 3, page 168 a Rail travel is underconsumed so more rather than fewer resources need to be devoted to it. ForRead MoreEconomics6769 Words   |  28 Pagesreduce the quantity bought and sold to Q1. Figure 7 D S1 S price of whisky P1 P S1 S D 0 Q1 Q quantity of whisky Activity 2, page 167 a Because they are more harmful for smokersà ¢Ã¢â€š ¬Ã¢â€ž ¢ health than many realise. They also impose costs on third parties. b It is not likely to be effective in reducing smoking because demand for cigarettes is price inelastic as smoking is addictive. Activity 3, page 168 a Rail travel is underconsumed so more rather than fewer resources need to be devoted to it. ForRead MoreDissertation, Alcohol Abuse13244 Words   |  53 Pagesthe price of alcohol stayed low. Little by little alcohol became a normal beverage to consume. Also in these times it was not weird anymore that man as well as women drank alcohol. In 1992 the average per person who drank were almost 1000 glasses per year. Over 650,000 people drank every day on average more than 8 glasses per day. The use of alcohol had a lot of consequences on society and human behavior. In the Middle Ages there were already certain restrictions against drinking abuse. From the 18thRead MoreHollywood History5698 Words   |  23 Pages†Hollywood† 3. The movie of S. Porter - â€Å"the father of the Story Film† 4. The Hollywood sign 5. The growing film industry 6. The new Hollywood 7. The beginning of the Academy Awards 8. The Golden Age of Hollywood 9. Hollywood during the War Years 10. Stars Conclusion Bibliography Foreword I have always been fascinated by the Hollywood’s world, a world of mixture between reality and glittering fantasy, of beauty, glamour, art, a world in which any dream can come to reality. The word HollywoodRead MoreEssay about The Razors Edge Study Guide23742 Words   |  95 Pagesothers. Soon after, he and Isabel decide on a separation of two years, which Larry will use to search for answers to questions about life while Plot Summary 1 living in Paris. Theyre questions that Larry started asking after a fellow pilot was killed in World War I, an incident that he does not like to talk about. In Paris, Larry declines Elliotts invitations to join the social elite and spends his time reading books. After the two years are nearly up, Isabel and her mother come to Paris to confront

Research Transportation Business Management-Myassignmenthelp.Com

Questions: What Are The Issues That Are Being Faced By Bike Riding Clubs Like Ulysses Club In Australia? How Can The Issues Faced By Ulysses Club Be Minimized For It To Stay Ahead Of The Competition? What Are The Possible Recommendations Through Which New Members Can Be Attracted By Bike Riding Clubs Like Ulysses In Australia? Answers: Introduction Branding is one of the most fruitful strategies for spreading the product or service awareness among the customers. Previously, the brand was defined by recognizing the slogan, name, design, signs or symbols of the company. Moreover, branding was conceptualized as the fruitful techniques that differentiate the products or the services of the companies from their competitors. Currently, the branding process is quite complex due to the emerging competition in the business world (Keller, Dekimpe Geyskens, 2016). It is even necessary to develop the ideas about the different types of the branding strategies that are useful for establishing the brand image. This chapter of the study would concentrate on the brand positioning method for Ulysses Club to make the customers aware of the usefulness recreational factors for the middle age people. The club offers the motorcycle ride to the people belong to the age group of 40. The usefulness of the recreational activities for the middle age peop le will be specified in this study. The chapter would also provide the rationale for discussing this research subject. The further research would include the relevant secondary information and the justified methodologies. Background The Ulysses Club is situated in both Australia and New Zealand, formed for the motorcyclists over and above the age of forty. This club cropped up in Australia in December 1983, in response to a letter from the present day redundant magazine of Bike Australia editor, Peter Thoeming (Morandin, Bagozzi Bergami, 2013). The name Ulysses Club was the proposal of Rob Hall, while Pat Lynch, Robs then girlfriend, initiated the motto of the club, Grow Old Disgracefully. Peter Thoeming sketched the old man logo that is being still used as the emblem of the club. The club has made use of the original hand-sketched form of the logo that was made by Peter. The clubs introductory meeting was apprehended in Sydney on December 6th, 1983, when five people who were present in the meeting permitted of the draft constitution and the Ulysses Club was duly created. This meeting gave birth to a draft constitution along with the formation of the three primary purposes of the club: In providing ways where the old motorcyclists can get along together for camaraderie and shared support. In showing through example that motor cycling can be pleasurable and a practical movement for the riders of all ages. In drawing attention of the private and public institutions to the requirements and opinions of the older riders. These unique purposes are being entrenched in the constitution of the club and have till date remained unaffected. This motor cycling club has been the biggest organization of its kind having 138 branches within Australia and existing globally in places like Italy, Germany, Austria, Vietnam and Norway. Furthermore, the partner of the member, who has conquered the age of forty, may also be divulged as a club member on prior application. Till a member achieves the 50 age level, he or she is considered to be a junior member of the club, however having full membership rights along with privileges. Research Rationale This research would take into account the issue of declining membership of Ulysses Club in Australia and the reasons on why the club is not being able to attract any new members. The club states it is under no pressure and is in competition with none to increase the members. The club has been able to recognize that a few more of the existing clubs have been able to offer diversified experiences for the riders to select. The closer observation to the current scenario specifies that the issues are emerging due to the insignificant brand promotions. The service users requires having the adequate knowledge about the brand and the functionalities of the services provided by the club. The recreational rides for the middle age people have numerous advantages. However, if the specifications are not clear the service users, they tend to avoid such service. The best way of communicating is to put together a newsletter that would be letting the people know when the organization is planning its next rides, events and other meetings. The website of the bike clubs needs to be maintained in the best possible way as a mean of communicating with others. According to Oeppen Jamal (2014), the success of the motorcycle clubs is primarily based on attitude. In order to take the member in serious manner, especially the one at the top, he should prepare himself with a sneer instead of a smile on his face. It is the attitude and the demeanor that attracts others towards the motorcycle clubs where associating with one particular group might augment the social status. The lack of effective strategy for branding is the major determinants that the club has been facing currently. It is essential for the company to adopt the suitable branding strategy to attract the target customers towards the service or products (Biedenbach, 2017). It is also necessary to pay attention towards the major issues that are creating the negative impacts on sales ratio. Accordingly, the relevant strategy would be selected. The following issues are the probable determinants for the decreasing level in sales. A larger group of members of the club has in recent times expressed their concerns at the serious turn down in the membership of club over a period of three years. The recent official figures from the club management states that the use of the cycle has been falling as the percentage of the adults who ride at least once a month fell to 15 per cent the previous year. The decline of quite a larger section of the people was marked in Australia and New Zealand. The bike riding clubs or organizations have been blaming the government for failing to offer ample funding for the provision for bike riding transportation along with fears of safety on the part of would-be bikers. The membership of the club did manage to peak up in 2010, figures stating that 28,000 members were at the helm, though it declined in the next few years with figures suggesting the total under present circumstances is at 16,000 (Biezen, Poguntke, (2014). With due regards to the Ulysses club, the decline in the membership has been for reasons like the termination of the club Newsletter which has been one of the popular journal, predominantly enjoyed by many who have been the non-riding members. From the period from 2010 to 2015, the club did manage to generate fifty newsletters. However, with few of the important members leaving the club scene, only five newsletters have been produced in the last two years. Moreover, it was decided at the AGM that the generation of the Newsletter is not worth the exertion. Many of the club members on the sudden stop of the newsletters, which was once deemed popular, have ridiculed this fact. As suggested by some of the top members, one does not require articles, just the oddments and the one-off clipart that can easily be cut and pasted from the website of the club. In every three months time, a run list is being shaped and propelled through posts to all the members of the club who are not having the broadband facilities. The only extra effort that is being required was in placing a piece of paper into the envelopes of the recipients. It took the club officials a maximum time of two hours in producing and posting the club newsletter to their members with the list of the run. At the time when the club was producing so many of the newsletters during the period of 2012-2013, the club comprised of 85 members who did not have the email amenities. It is of no coincidence that following the annihilation of the Newsletter, in the present scenario there is only less than half the figure of club members without facilities of email. Another potential factor that might have resulted in the decline of the club membership is the decision in removing AUD $6 membership for the non-riders that was popular among many of the non-riding members (Berry Wilcox, 2015). This is yet another of those reasons for those members who no longer are capable in riding with the club, not renewing their association with the club. Research Aim: The aim of the research is to establish the effective brand image strategies to develop the proper brand image of motorcycle rides of Ulysses club. The study also attempts to understand the usefulness of the recreational activities for the middle aged people. Required Information: The information that is being required for addressing the issues that Ulysses Club is facing would require extensive analysis of both the primary and the secondary sources. The primary sources would be dealing with the members of the club through one-on-one interviews and questionnaires containing questions that would be based on the issues and challenges the club is facing. The secondary source of information would be gathered through club websites and other related articles over the database. The chapter discusses the background of the research issues that have the clear impact on the business sustainability. The entire research will be conducted by concentrating on the formulated research objectives and questions. The identification of the research problem would be analyzed further by collecting the literature-based information in the next chapter. The further section would discuss the conceptual ideas and theoretical background of the subject matter Literature Review The literature study provides the analysis of the theoretical background related to the subject matter. The study is focusing on the development of the brand image of motorcycle rides services offered by Ulysses Club for the people belong to the age group of 40. The current situation reflects that the company has been facing the considerable declines in the sales parameter due to the ineffective branding. The branding process suggests the development of the recognizable brand image that can attract more customers and increase the sale ratio Leekha (Chhabra Sharma, 2014). The literature study would provide the conceptual analysis of the branding process. The theoretical background would specify the relevant branding strategies to develop the image of the product or services. In this section of the study, the theoretical evaluation related to the branding process would be discussed. Problem Background According to Biezen, Poguntke, (2014), one of the major challenges that are being encountered by this motorcycle clubs is the age of the members. In most of the motorcycle clubs, the average ages of the members has been fifty, and under certain circumstances even sixty. In the coming twenty years, this clubs would not be having a lot of the members. As per Hung, et al., (2017), the largest factor of declining of motorcycle membership has been related to the demographic factor. In this research, a survey was conducted where it was found that the average age fifteen months ago was stated to be sixty-seven, with over 25 per cent of that population being over the age of seventy-five. As per Everett, (2015), even though the hobbyists pass on, their bikes linger. On previous occasions, the successive owners have joined the club, substituting the previous owner of the bike. However, regrettably this tradition is getting lost somewhere. One of the members of a motorcycle riding club stated that previously the turnover used to be same for the membership, with some of the new members joining in at the same time or at the augmented rate. However, in the present scenario, the rates of new members have gone down or are not increasing the way it used to at one time. According to Berry, (2015), the clubs are keen in finding the source of such issues and understand the obstacle that lies ahead, taking important steps in combating the membership issue that is on the decline. This research did take into account the method of increasing the membership through the benefit of modern technology and the ways of delivering information in cost-effective ways. As per Launay Dunbar, (2015), the Southern Cross Association has been offering technical resources on the website of its that has been saving their members quite a few dollars, adding the much required value to the membership due prices. The workshop manuals generally run upto 1000 pages and for obvious reasons it is costly in printing and mailing of the same, so the club shifted the whole process online where the members can download it for free. The internet has been able to bring in the diversion into the households of the potential members; many such clubs have been seeing this as the value of bringing the hobby off the computer monitor and onto the streets. According to Fishman, Washington Haworth, (2014), several biker association have taken up the initiative in having a youth program. One of the things that they have been trying to perform is working with the trade schools for introducing antique bikes and relevant information about them into the prospectus. According to Fishman et al., (2015), attracting new members in the club has become one of the broader initiatives. In one of the surveys conducted within this research, members are of the opinion that when they joined these motorcycle clubs around forty years ago, it was much bunged society. However, in the present scenario, a particular motorcycle club is inviting the members of the other bike clubs to come in, visit them and have an experience. As per Hardiman Burgin, (2013), several of the motorcycle clubs have been parking their Ducati sand Ninjas in the parking lot for the people to see and have a discussion with the owners. According to Bachand-Marleau, Lee El-Geneidy, (2012), the bottom line for such an issue and to better the health of the club is to acclimatize with the needs of the members, through either socializing at the shows and events and on tours, for attracting new members to the club. As per Ricci, (2015), social media has been another reason for which the motorc ycle clubs operations are being jeopardized. With the taking over of the social media, people are just going about posting, I am riding tomorrow, want to go? This fact has taken away the requirement and significance of the pre-planned group rides. People are not showing up for the rides they used to on previous occasions. As per McKee, (2015), taking up the role of the leaders in this motorcycle clubs are becoming a hazardous jobs and not much members are showing interest is such factors. According to Morandin, Bagozzi Bergami, (2013), the word-of-mouth is not the best way of communicating the news of the club to its members and to the candidates who are interested. Therefore the best way of communicating is to put together a newsletter that would be letting the people know when the organization is planning its next rides, events and other meetings. The website of the bike clubs needs to be maintained in the best possible way as a mean of communicating with others. According to Andrews and Shimp (2017), the success of the motorcycle clubs is primarily based on attitude. In order to take the member in serious manner, especially the one at the top, he should prepare himself with a sneer instead of a smile on his face. It is the attitude and the demeanor that attracts others towards the motorcycle clubs where associating with one particular group might augment the social status. Concept of Branding Branding is the integral part of the marketing that helps in enhancing profitability parameter of the company. The effective branding process is the major marketing or selling tool that creates the total product personality. According to Chovanov, Korshunov and Bab?anov (2017), branding is the conceptual idea that helps in enhancing the service or product image for making it readily recollected by the customers. Branding creates the significant impact on the target customers and determines the outlining guidelines to be followed. It is necessary to follow some of the constant practices to create a long term branding. While spreading the brand awareness, it is necessary to take some of the concerns into consideration. These concerns are described further: The branding logos should be simple to remember for the customers. People tend to identify the simple logos that can be easily recognized and eliminate the complex ideas. The maintenance of the individuality during the branding process is essential for each brand. The branding process should consider the individuality that would be helpful enough in differentiate from the other brands. Keller (2016) implied that the individualistic brand makes the considerable marks on the psyche of the target customers. It even influences the purchasing decisions of the customers. Due to such concerns, many of the MNCs undertake serious action in case of the trademark violations. The safe branding creates the significant impacts on the consumer behaviour. In case of catering the international audience, it is essential to create the safe brand image before selling any product. With the help of the safe branding process, the customers become well aware of the product or service specifications (Aaker Biel, 2013). In addition to this, it is also necessary to be cautious about the cultural and regional sensibilities while developing the effective branding process. The customer experience depends on the significant branding process in which the company could decide the future moves (Dergipark.gov.tr. 2017). In usual cases, it is noted that the brand image is the major focus that the consumers are concerned about while making any purchase of the product or service. The brand perception influences the purchasing decision making process. The marketing and advertisement process are the most preferable tools to create the brand perceptions. The theoretical ideas obtained from the branding process signify several necessary components. The further study would develop the ideas about the different components associated with the branding process. Major Components of Branding The brand perception clearly influences the minds of the purchasers. The branding process thus depends on some of the specific components that are needed to be taken into consideration. These components are discussed further: Brand Identity In the business world of competition, the brands vary the value and power they command. Some of the specific brands have the strong level of awareness in terms of maintaining the appreciable recognitions. On the contrary, many of the brands are not much known to people due to the insignificant focus. O'guinn et al., (2014) defined that brand identity is conceptualized as the unique set of brand association that are aspired to become one of the necessary components of brand strategies. The effective brand identity depends on the authentic quality that includes the real value and sustainable characteristics for the long run (Knoji.com, 2017). It is thus considered as the insiders concept of reflecting the decisions made by the management to define the particular brand. Brand Image The brand identity provides the specifications about the brand by including the inherent features. Moreover, it represents the differentiating values for participating in the competitive business scenario. The brand image, on the other hand, represents the perspective values of the customers related to the brand specifications (Huang Sarigll, 2014). The brand image determines the total sum count of the impressions created for a particular brand on the minds of the consumers. Brand image specifies the conceptual ideas in which the consumers not only determines the product specification, they recognizes the bundle of associations, such as sophistications, wealth, and power (File.scirp.org. 2017). The brand communication can influence the brand image through ensuring the effective packaging, promotions, advertising, customer services, and word of mouth. The brand image leads the brand value either upwards or downwards. The branding process suggests the development of the recognizable b rand image that can attract more customers and increase the sale ratio. While structuring the brand image, some of the visual and verbal dimensions are added to create a significant impact on consumers minds (Luo, Raithel Wiles, 2013). Accordingly, the customers describe their perception by understanding the specifications and the benefits availed from the brand. The quick response of the customers while asked about any specific brand determines whether the brand image has the positive or negative outcomes. Brand Positioning Brand is generally a part of the value propositions and brand identity. This brand identity is necessarily needed to be communicated to the target customer. The establishment of the customer base helps in adjusting the position and participating in the competitive landscape. It is essential for a brand manager to improve the communicational aspects to create the efficient execution strategy. The brand positioning statement is the basic beginner of the execution strategy. This statement generally refers to the exact place, which is occupied by the brand in terms of creating impact on customers minds. For instance, brand market determines the unique value of the brand. However, Andrews and Shimp. (2017) explained that it is necessary to select the target customers at the initial stage before understanding or creating the unique brand position. The observation of the advantages and benefits of the customers would be much helpful in structuring the brand strategy and creating the secure and unique position. The exclusive brand service, brand image, warrantee, and guarantee would be preferable in terms of developing the effective and unique delivery and brand packaging. While developing the brand position, it is essential to pay the focus on the following aspects. Expectations of the consumers is necessary to be determines to understand the value of the brand. The brand positioning would be depending on the needs and demands of the customers (Malik et al., 2013). It is necessary to observe whether the customers are happy with the brand specifications. The price of the product also depends on the brand image. The highly promoted brands have the significant influence on consumers minds. The comparison of the product prices among the competitors is signified through the branding process. The competitive factor is also a significant part of branding that indicates the benefits and features of the products that are needed to be offered to the target consumers. The analysis of the consumers perception is also necessary for ensuring the value of the products. Establishment of the brand image helps in understanding the needs of the customers regarding any specific brand value (Keller et al., 2017). The brand positioning is even concentrating on the unique values of the product or services. These specific characteristics are the major considerations to be noticed while structuring the brand position in an efficient way. The brand positioning would be more specific if it satisfies the needs of the target consumers. Brand Equity According to Oeppen and Jamal (2014), brand equity is another integral part of the marketing that is used widely and much necessarily. However, it is notable that in last three decades, brand equity did not get any popularity for establishing the brand image in a specific way. Several marketing researchers identified that the concept is one of the most valuable assets that can be used for increasing the sales and benefits. It is notable that the brands usually gain the equity due to the high awareness, high reputation, and the perceived quality of the products or services (Biedenbach, 2017). The proper access to the distribution channel is also quite effective in such case. Brand equity is the intangible asset, which is completely based on the consumers associations. The conceptual ideas of brand equity are associated with three major perspectives that are as follows: One of the most widely used measures of the brand equity is the premium price of the product that signifies the specific brand. For instance, if any customer were willing to pay a huge price for any product, it would be considered as the brand value of the premium product. However, it is necessary to pay attention towards the marketing expenses for determining the measurement of the brand equity in a specific way The highly recognized and demanding brand can use the platform for launching any new product. The company can introduce a new product under a specific platform, which is already known to the customers. The reputed brand positioning would be much helpful in drawing the attention of the customers (Leekha Chhabra Sharma, 2014). The most beneficial aspect of the brand extension is it reduces the advertising expenditures and the probable risks associated with the launch of the new products. The company can adjust the costs of the expenditure accordingly and make profits. It is important to state that brand extension is much difficult to quantify if it is compared to the financial measurement of the brand equity. Consumer related parameter The strengthened brand positioning helps in influencing the consumers attitude towards the products related to the brand specifications. The consumer attitude is developed if the products create the positive impact on customers experiences. It is notable that the trial samples signify more effectiveness that the advertisements costs invested during the launch of the new products (Dergipark.gov.tr. 2017). The higher brand loyalty depends on the higher measurement of the consumer association. Effective brand equity reduces the promotional expenses and increases the market share. According to Chovanov, Korshunov and Bab?anov (2017), the strengthened brand loyalty helps in allowing the charges associated with the premium pricing. It also facilitates the general income stream that would be useful enough in managing the operational aspects. The development of the efficient brand equity would ensure the establishment of the strengthened brand image and the reputed positioning of the company . Factors influencing the customer buying behaviour It is notable that many of the uncontrollable factors have the significant impact on the consumer behaviour. Firstly, the cultural difference is the considerable factor that creates impact on the consumers minds in a significant way. While structuring the brand position, it is necessary to develop the ideas about the cultural demands that will be effective enough in attracting the customers towards the products of their choice (Keller, 2016). The consumer behaviour model is much significant in determining the perspective values of the customers while making any purchase of products or service. The Consumer Behaviour Model is discussed further. Consumer Behaviour Model Various types of models are developed to judge the behaviour of the consumers while purchasing the products or services of any particular brand. The models are discussed further: The economic model of consumer behaviour determines the rational perspectives based on the utility concept of the products. It is necessary for the customers to determine the needs at the first place before making any purchase (Aaker Biel, 2013). The customers always have the power to purchase any specific product or service. It is necessary to ensure that the product or service is useful to the customers. Accordingly, the brand would create the necessary impact on their buying decision. The rational decision of the customers is thus needed to be taken into considerations. The learning model of consumer behaviour is signifying the manipulative perspective of the customers. Few of the benefits or product specifications manipulate the customers to make a purchase. In such cases, it is essential to identify the priority of the consumers at the first place (O'guinn et al., 2014). Accordingly, the products or services would be presented to manipulate the consumers. The model is also specifying the ability of forgetting, learning, and discriminating the ability of the consumers. The psychoanalytical model of consumer behaviour specifies the influence of the complex state of mind while making any purchase of the product (Huan Sarigll, 2014). The customers usually have the sense of longings before they make any decision regarding the product or service purchases. Hence, the complex mindset may affect the decision-making behaviour of the consumers. The sociological model of consumer behaviour determines the influence of the society. In such cases, the purchasing decision does not depend on the utility, rather on the desires to follow, emulate or fit in the current environment (Luo, Raithel Wiles, 2013). The societal compulsion has the significant impact on the consumers purchasing decision-making process. The Nicosia Model judges the point of view of a man in terms of making any purchase of the desired products or services. The consumers gather adequate information regarding the product or services as well as the brand (Andrews Shimp, 2017). The specifications recognize the motives, attitudes, and needs of the customers to understand the desired state. It is a motivational method to instigate the experience of the customers. Impact of brand promotion of consumer behavior: Marketing and the promotion is depended on each other and internally connected. In fact, the promotion is one of the major variables in marketing. The marketing of the product is influenced majorly by the promotion. The promotion can be of the product, service or the brand. All the promotion determines the sales and customers behaviors for the company (Malik et al., 2013). However, unlike the product of service promotion, the brand promotion creates a permanent impact on the mind of the people of the company, whereas, the product or service promotion only create specific influence on the customers (Luo, Raithel Wiles, 2013). In short, the product of service promotion make people aware of the uniqueness of the product or the service provided by the company, but the brand promotion of the company makes greater impact on the consumers of the company itself (Huang Sarigll, 2014). Most of the major and global company focuses on the brand promotion more than on the individual product or service promotion. Brand is the name of the company by which the product or the service will be recognized by the customers. Promoting the brand not only makes the consumer aware of the product or the service of the company but also strengthen the company image in the consumers as well as in the competitors company (Malik et al., 2013). In addition, the brand promotion creates a permanent position of the company both in the local and global market. Objectives of Brand Promotion: Brand promotion is one of the components of the marketing mix that aims to influence the customers purchasing behaviors (O'guinn et al., 2014). The prime objectives of the brand promotion apart from making strong image are to promote information about the products, service as well as the brand, differentiate the brand from other existing brand, increase the demand of product or the service, build brand equity in order to add values and power to the product or the service and stabilize the sales in the business (What is Brand Promotion, 2017). Consumer behavior and Brand Image: The brand image and the brand promotion has been one of the extensive studies of since 20th century as it is important in building the brand equity (Aaker Biel, 2013). The companies must have clear and excellent knowledge of the consumer behavior and accordingly plan effective brand promotion strategies (Keller, Dekimpe Geyskens, 2016). The consumer behavior is one of the major variables that determine the strengthening of the brand image through brand promotion. Hence, the brand promotion to certain extent is based on the consumers behaviors. The consumers behaviors on the brand promotion and consequently on the brand image is divided in two section, one is indicated by the consumers who is aware of the brand and the others who is not familiar with the brand (Huang Sarigll, 2014). The promotion of the brand can strengthen the brand image and of the company on the consumer who have knowledge of the brand and thus can create brand loyalty in the customers. In other hand, the brand promotion can create a mark of recognition in the consumers who are new to the brand (Luo, Raithel Wiles, 2013). Considering this particular fact about the consumers knowledge about the brand the concept of customer-based equity can b mentioned (Keller, 2016). According to the concept, the brand image and the brand awareness are both basis and the sources of the brand equity. Countering this concept the brand equity emerges from the confidence of the customer on the brand. The stronger the brand image is on the consumers, the more they are willing to pay for the products or the service provided by the company (Malik et al., 2013). Hence, the brand promotion must consider these facts the performance of the brand-designed function. The social image association with the purchase of the brand, recognition and the sentimental attachment of the consumers with the brand, balance between the values of the brand and the functionalities of the same and lastly the trust of the consumers on the brand (file.scirp.org., 2017). It is evident that the behaviors of the consumers to some extent dominate the brand image, and accordingly the purchasing behavior of the customers is dominated by the effective promotion of the brand. This is because most of the consumers choose their purchasing depending on the brand and not on the product. The trust and confidence on the bran d drives the customers to purchase the service or products from certain brands. Impact of the Brand Promotion: It is evident from the above discussion that the brand image is major variables that indicates the necessity of the brand promotion. The trust and confidence on the brand of the consumers can only be determined by effective brand promotion. The brand promotion is thus an important tool to create and strengthen the brand in the existing as well as in the current new customers of the company (Oeppen Jamal, 2014). The companies must ensure an effective and wider brand position in order to attract more new customers for their products or service. In addition, to the wider aspect the brand promotion is one of the key determinates that ensue the long-term success of the company in the competitive market (Andrews Shimp, 2017). In the competitive market of todays era, the perceptions of the consumers are different from one another regarding a specific brand and its product or the service. Moreover, as discussed above the consumer behaviors determines the brand image in the competitive market (Chovanov, Korshunov Bab?anov, 2017). Therefore, the brand promotion must follow effective and unique branding and marketing strategies to ensure the existence of the brand image in the consumers mind. The consumers are moved and driven by an effective brand promotion to purchase the products or service of the company. In addition, the effective and proper brand promotion impacts on the customers choice of brand in a long-term and creates a strong relationship between the customers and the company (dergipark.gov.tr., 2017). Gaps: There have been few gaps within these research studies that have been identified in the research work. Most of the scholars failed to mention the ways the new members would be attracted and the ways technology can be playing a vital role in bettering the overall situation. It is important to understand the way digitalization would be helping in enhancing the situation of these clubs that have been facing the ire of declining membership. The scholars have mainly discussed on the issues but not the solutions that might be followed by this clubs to gain more membership and tackling the issues. This literature review part took into account the issues that have been mentioned in the articles of eminent scholars like losing out on the conventional ways of hobbying, social media playing a role in disrupting the process that used to happen previously, not letting people know through the newsletter what has been planned. Another way has been showcasing the bikes during the meeting and making people interested about the bikes on offer and the motorcycles they can experience if they become the members of a particular club. Research Methodology Research method is the structured and systematic approach to conduct any particular research process (Flick, 2015). The study would concentrate on the brand positioning method for Ulysses Club to make the customers aware of the usefulness recreational factors for the middle age people. The research depends on the mixed method research in which both the secondary and the primary data would be collected to gather the adequate knowledge about the consumers perceptions to avail the motorcycle riding services offered by Ulysses Club. The research methodology is associated with the proper research philosophy, approaches, designs and the data collection process. It is necessary to develop the ideas about the effective data collection process related to the research subject. Research Paradigm Research paradigms concentrate on the collection of the exact data related to the subject matter. The research paradigm is often considered as research philosophy that recognizes the underlying research issues. The research philosophies are categorized into three typologies, such as positivism, realism, and interpretivism (Flick, 2015). The positivism and realism philosophy deals with the extraction of the hidden truth from the sources that have been experienced the scenario in real life. On the other hand, the interpretivism philosophy deals with the human interpretation and manipulative description (Gast Ledford, 2014). The research study requires developing adequate knowledge regarding the consumers perception for riding the bike offered by Ulysses Club. The real life scenario would be much preferable for the study due to which undertaking positivism philosophy would be appropriate. Research Design: A design of the research can be stated as the complete draft of the research work. The design of the research takes in the questions of the research, research issues, identification of the variables, data gathering method and the plan related to breakdown of data. Among the several research issues, this particular paper would take in the experimental study. For the purpose of the explanatory research, the research issues are being monitored taking in the data collected over time. Five of the independent variables are being taken in as reliability, empathy, responsiveness, assurance and tangibility (Flick, 2015). The questionnaire of self-completed nature would be dispersed making use of the feasibility practice of sampling to the members of the Ulysses Club for evaluating the membership decline in the club within Australia. Research Approach: The approach of the research can be mainly divided into three sorts that are deductive, abductive and inductive. In case of deductive approach, the validity of the gathered data tests the validity of the assumption. On certain other occasions, the inductive approach takes in the new theories that would be developed (Panneerselvam, 2014). The abductive approach clarifies some of the other surprising specifics and sequences and with the subject for evaluation of the facts. This would witness the use of the deductive approach. It has cropped up with a research issue for monitoring the declining factor in membership of Ulysses Club and the ways of attracting new members. For doing the research work, the researcher would be performing the study based on drawn conclusions on certain specific facts and coherent base. Therefore, the deductive approach would be the best way of dealing with this topic. Data Collection Process: There are generally two ways of gathering data which the researcher needs to taken in honestly. The survey method is being selected as the primary research principle whereas for the secondary research the data that is generated through other sources has been chosen. A researcher can take into account any sort of methods for the purpose of primary analysis of the data like questionnaire and interviews. The two types of primary data collection would be conducted for the study. The first one is quantitative data collection process, in which the survey would be conducted among a large number of populations (Panneerselvam, 2014). Another one is qualitative data collection process that would include the telephonic interview with the managers of Ulysses Club. Secondary sources take in the relevant journals and articles along with magazines where the researchers present those data with their own perceptions. Data Analysis The collected data is needed to be analyzed in a systematic way. The collected information from the primary research would be analyzed through using the software tools like MS Excel. The responses gathered from the respondents would be presented in the tabular and diagrammatical form to explore the information in an attractive way. The conversation with the managers in the qualitative research process would be recorded for memorizing it. The chapter discloses the use of the relevant methodology to conduct the entire research study. The use of the proper research philosophy, approach and design would be applied to the study while analyzing the collected information. On the other hand, the suitable data collection process is undertaken for collecting the necessary information. Based on these methodologies, the entire research would be conducted. Reference: Aaker, D. A., Biel, A. (2013).Brand equity advertising: advertising's role in building strong brands. Psychology Press. Andrews, J. C., Shimp, T. A. (2017).Advertising, promotion, and other aspects of integrated marketing communications. Nelson Education. Bachand-Marleau, J., Lee, B., El-Geneidy, A. (2012). Better understanding of factors influencing likelihood of using shared bicycle systems and frequency of use.Transportation Research Record: Journal of the Transportation Research Board, (2314), 66-71. Bachand-Marleau, J., Lee, B., El-Geneidy, A. (2012). Better understanding of factors influencing likelihood of using shared bicycle systems and frequency of use.Transportation Research Record: Journal of the Transportation Research Board, (2314), 66-71. Berry, J. M. (2015).Lobbying for the people: The political behavior of public interest groups. Princeton University Press. Berry, J. M. (2015).Lobbying for the people: The political behavior of public interest groups. Princeton University Press. Berry, J. M., Wilcox, C. (2015).The interest group society. Routledge. Berry, J. M., Wilcox, C. (2015).The interest group society. Routledge. Biedenbach, G. (2017). Branding Strategies: A Stakeholder Approach. Biezen, I. V., Poguntke, T. (2014). The decline of membership-based politics.Party Politics,20(2), 205-216. Biezen, I. V., Poguntke, T. (2014). The decline of membership-based politics.Party Politics,20(2), 205-216. Chovanov, H., Korshunov, A., Bab?anov, D. (2017).Impact of Brand on Consumer Behavior. Retrieved 25 September 2017, from Dergipark.gov.tr. (2017).Dergipark.gov.tr. Retrieved 25 September 2017, from https://dergipark.gov.tr/download/article-file/288244 Everett, C. R. (2015). Group membership, relationship banking and loan default risk: the case of online social lending. Everett, C. R. (2015). Group membership, relationship banking and loan default risk: the case of online social lending. File.scirp.org. (2017). Retrieved 25 September 2017, from https://file.scirp.org/pdf/OJBM_2015011615441425.pdf Fishman, E., Washington, S., Haworth, N. (2014). Bike shares impact on car use: evidence from the United States, Great Britain, and Australia.Transportation Research Part D: Transport and Environment,31, 13-20. Fishman, E., Washington, S., Haworth, N. (2014). Bike shares impact on car use: evidence from the United States, Great Britain, and Australia.Transportation Research Part D: Transport and Environment,31, 13-20. Fishman, E., Washington, S., Haworth, N., Watson, A. (2015). Factors influencing bike share membership: An analysis of Melbourne and Brisbane.Transportation research part A: policy and practice,71, 17-30. Fishman, E., Washington, S., Haworth, N., Watson, A. (2015). Factors influencing bike share membership: An analysis of Melbourne and Brisbane.Transportation research part A: policy and practice,71, 17-30. Flick, U. (2015).Introducing research methodology: A beginner's guide to doing a research project. Sage. Gast, D. L., Ledford, J. R. (Eds.). (2014).Single case research methodology: Applications in special education and behavioral sciences. Routledge. Hardiman, N., Burgin, S. (2013). Mountain biking: downhill for the environment or chance to up a gear?.International journal of environmental studies,70(6), 976-986. Hardiman, N., Burgin, S. (2013). Mountain biking: downhill for the environment or chance to up a gear?.International journal of environmental studies,70(6), 976-986. Huang, R., Sarigll, E. (2014). How brand awareness relates to market outcome, brand equity, and the marketing mix. InFashion Branding and Consumer Behaviors(pp. 113-132). Springer New York. Hung, H. C., Chung, C. Y., Wu, M. C., Shen, W. L. (2017). A membership pricing policy to facilitate service scale-expansion.The Service Industries Journal,37(3-4), 167-189. Hung, H. C., Chung, C. Y., Wu, M. C., Shen, W. L. (2017). A membership pricing policy to facilitate service scale-expansion.The Service Industries Journal,37(3-4), 167-189. Keller, K. L. (2016). Reflections on customer-based brand equity: perspectives, progress, and priorities.AMS review,6(1-2), 1-16. Keller, K. O., Dekimpe, M. G., Geyskens, I. (2016, July). Let your banner wave? Antecedents and performance implications of retailers private-label branding strategies. American Marketing Association. Knoji.com (2017).Marketing-and-branding.knoji.com. Retrieved 25 September 2017, from https://marketing-and-branding.knoji.com/what-is-brand-promotion/ Launay, J., Dunbar, R. I. (2015). Playing with strangers: which shared traits attract us most to new people?.PloS one,10(6), e0129688. Launay, J., Dunbar, R. I. (2015). Playing with strangers: which shared traits attract us most to new people?.PloS one,10(6), e0129688. Leekha Chhabra, N., Sharma, S. (2014). Employer branding: strategy for improving employer attractiveness.International Journal of Organizational Analysis,22(1), 48-60. Luo, X., Raithel, S., Wiles, M. A. (2013). The impact of brand rating dispersion on firm value.Journal of Marketing Research,50(3), 399-415. Malik, M. E., Ghafoor, M. M., Hafiz, K. I., Riaz, U., Hassan, N. U., Mustafa, M., Shahbaz, S. (2013). Importance of brand awareness and brand loyalty in assessing purchase intentions of consumer.International Journal of Business and Social Science,4(5). McKee, S. (2015).The Effects of Group Membership on Judgments of Moral VConsumer behavior and Brand Image:n: justify;"McKee, S. (2015).The Effects of Group Membership on Judgments of Moral Violations(Doctoral dissertation, Wake Forest University). Morandin, G., Bagozzi, R. P., Bergami, M. (2013). Brand community membership and the construction of meaning.Scandinavian Journal of Management,29(2), 173-183. Morandin, G., Bagozzi, R. P., Bergami, M. (2013). Brand community membership and the construction of meaning.Scandinavian Journal of Management,29(2), 173-183. Oeppen, J., Jamal, A. (2014). Collaborating for success: managerial perspectives on co-branding strategies in the fashion industry.Journal of Marketing Management,30(9-10), 925-948. O'guinn, T., Allen, C., Semenik, R., Scheinbaum, A. C. (2014).Advertising and integrated brand promotion. Nelson Education. Panneerselvam, R. (2014).Research methodology. PHI Learning Pvt. Ltd.. Ricci, M. (2015). Bike sharing: A review of evidence on impacts and processes of implementation and operation.Research in Transportation Business Management,15, 28-38. Ricci, M. (2015). Bike sharing: A review of evidence on impacts and processes of implementation and operation.Research in Transportation Business Management,15, 28-38.