The Laws in the Reconstruction Era and the Civil Rights Movement

The Laws in the Reconstruction Era and the Civil Rights Movement The civil rights movement that started and grew through the years following the Brown v. Board of Education decision of 1954 and with the help of the Voting Rights Act of 1965 (Patterson, 2001) marked an important period that accomplished more than ending segregation in cities and unfair rights; it led to the transformation of American social, cultural, and political life. The civil rights movement did not only demonstrate that the rights of African Americans should not be ignored but also showed how a nation as a whole had the power to change itself. The way the civil rights unfolded, gave others a chance to reach equal opportunity in the future. When one thinks of the words â€Å"civil rights† one often thinks of Martin Luther King’s â€Å"I Have a Dream† speech before the nation’s capital. Many can recall television footage of peaceful marchers being abused by fire hoses and police dogs. These and other images can be seen as a struggle and intense burst of black activists that characterized the civil rights movement of the mid twentieth century. Yet African Americans have always struggled for their rights. Many consider the civil rights movement to have begun not in the 1950s but when Africans were first brought in chains, centuries earlier, to American shores (Gillon & Matson, 2001). In particular, those African Americans who fought their enslavement and demanded fundamental citizenship rights laid the foundation for the modern civil rights movement. The first slaves were brought to America in 1619 ( Gillon & Matson, 2001). Not until the Thirteenth Amendment abolished slavery following the Civil War did blacks gain their freedom (Gillon & Matson, 2001). But the newly freed blacks could not read or write and did not have money or property, and racism and inequality remain, especially in the South, where slavery had predominated for so long. To aid black assimilation into white society, federal and state governments implemented many democratic reforms between the years 1865 and 1875, the Reconstruction era (Gillon & Matson, 2001). The Fourteenth Amendment, for example, guaranteed blacks federally protected equal rights, and the Fifteenth Amendment granted black men the right to vote (Gillon & Matson, 2001). Despite these and other measures to help the former slaves’ rights, the effects of the Reconstruction era were short lived. In the area of extreme southern white society, many did whatever it took to keep blacks from enjoying any of the benefits of citizenship. Some, for example, sought to keep African Americans from equal rights through harassment or intimidation. A number of racist groups, such as the Ku Klux Klan (KKK), used even more cruel methods including lynching and other forms of violence to terrify African Americans seeking to exercise their rights or advance their social position. You can read also  Similarities and Conflicts in † a Streetcar Named Desire† As the constitutional guarantees of the Thirteenth, Fourteenth, and Fifteenth amendments continued to slowly disappear, the Supreme Court struck perhaps the most crippling blow to the black struggle for equality: In 1896 the Court ruled in Plessy v. Ferguson that blacks and whites could be legally separated as long as the facilities for each were â€Å"equal† (Chong, 1991). Facilities for blacks and whites were rarely equal. More importantly, the Supreme Court’s decision, by legally backing segregation, gave white society a powerful tool to keep blacks from enjoying the rights of citizenship. With the Supreme Court now reinforcing the South’s segregation practices, the environment of white racism gave birth to the Jim Crow Laws, southern customs and laws that kept parks, drinking fountains, streetcars, restaurants, theaters, and other public places segregated (Conklin, 2008). In response to Jim Crow, which by 1900 extended into all parts of public life, several leaders in the black community stepped up to debate political strategies to fight injustice and racial inequality. One of the dominant figures of this early movement for civil rights was an intellectual W. E. B. Du Bois, who encouraged African Americans to fight for the rights that they deserved. Du Bois’ crusade led, in part, to the formation of the National Association for the Advancement of Colored People (NAACP), a civil rights organization that brought together lawyers, educators, and activists to collectively fight for black civil rights (Powledge, 2001). Through protests, agitation, and legal action, the NAACP continued a steady campaign to end segregation in housing, education, and other areas of public life. With the outbreak of World War I, well over a quarter of a million black troops joined the military, but were relegated to segregated units (Romano, 2006). At the same time, many blacks traveled north to take advantage of the rapidly increasing defense industries. This massive migration, however, aggravated unemployment and other problems that already plagued the northern urban centers. Racial problems continued. When the United States entered World War II, African Americans were, as before, subjected to discrimination in the defense ndustries and in military units, despite their willingness to risk their lives in combat (Powledge, 2001). These wartime experiences, along with a growth in the African American population resulted in a surge of black protest that brought Jim Crow under national scrutiny. During the 1950s, two incidents brought the issue of civil rights squarely into the public spotlight. On May 17, 1954, the NAACP, which had been steadily chipping away at the legal foun dations of segregation, won an unprecedented legal victory: The Supreme Court unanimously ruled in Brown v. Board of Education that segregation in public schools was unconstitutional (Polsgrove, 2001). Chief Justice Earl Warren presented the Court’s decision, in which he describes why â€Å"separate but equal† in education represents a violation of African Americans’ rights: â€Å"Segregation of white and colored children in public schools has a detrimental effect upon the colored children. The impact is greater when it has the sanction of the law; for the policy of separating the races is usually interpreted as denoting the inferiority of the Negro group. A sense of inferiority affects the motivation of a child to learn. Segregation, with the sanction of law, therefore, has a tendency to inhibit the educational and mental development of Negro children and deprive them of some of the benefits they would receive in a racially integrated school system† (Patterson, 2001). By ruling against â€Å"separate but equal† doctrine set by the case Plessy v. Ferguson, the court had struck a blow to segregation. But still many southern racist practices were still being practiced, and many whites remained opposed to change. With the ruling of Brown, the affects remained slow, if not existing at all. Many school officials refused to comply with the ruling and the threat of harassment; for the ruling had unleashed fierce resistance preventing many black students from enrolling in all-white schools. At the same time, schools for black students remained overcrowded, dilapidated, and, in general, grossly inferior to those that their white counterparts enjoyed (Conklin, 2008). The second incident that captured the public eye unfolded in Montgomery, Alabama, when a woman named Rosa Parks started the spark that would provide the momentum for the entire civil rights movement. On December 1, 1955, the NAACP member boarded a public bus and took a seat in the â€Å"Negro† section in the back of the bus. Later, Parks refused to relinquish her seat to a white passenger, defying the law by which blacks were required to give up their seats to white passengers when the front section, reserved for whites, was filled (Polsgrove, 2001). Parks was immediately arrested. In protest, the black community launched a one-day local boycott of Montgomery’s public bus system. As support for Parks began, the NAACP and other leaders took advantage of the opportunity to draw attention to their cause. They enlisted the help of a relatively unknown preacher, Martin Luther King Jr. , to organize and lead a massive resistance movement that would challenge Montgomery’s racist laws (Kohl, 2005). Four days after Parks’ arrest, the citywide Montgomery bus boycott began (Kohl, 2005). It lasted for more than a year. Despite taunting and other forms of harassment from the white community, the boycotters persevered until the federal courts intervened and desegregated the buses on December 21, 1956 (Kohl, 2005). The Montgomery bus boycott was important because it demonstrated that the black community, through unity and determination, could make their voices heard and effect change. Picketing, boycotting, and other forms of resistance spread to communities throughout the South. Meanwhile, King emerged as the movement’s preeminent leader. His adherence to the nonviolent tactics used by the Indian nationalist Mohandas Gandhi would largely characterize the entire civil rights movement and inspire large scale participation by whites as well as blacks (Sunnemark, 2003). From 1955 to 1960, the efforts of blacks to bring attention to their cause met with some success. In 1957 Congress passed the Civil Rights Act, the first since Reconstruction, to establish a civil rights division in the Justice Department that would enforce voting and other rights (Davis, 2001). Meanwhile, the NAACP continued to challenge segregation, and out of that came numbers of new organizations that where formed. Among these, the Southern Christian Leadership Conference (SCLC), a Christian-based organization founded in 1957 and led by King, became a major force in organizing the civil rights movement (Sunnemark, 2003). An organization called the Student Nonviolent Coordinating Committee (SNCC) grabbed the media spotlight, and started many protests; when it backed four students who launched a sit-in campaign to desegregate southern lunch counters (Conklin, 2008). Not only was the nonviolent sit in technique used to desegregate other public places, but it gave large numbers of African American youths a way to participate in the movement. This helped gain national attention, bringing equal rights demands before the public eye. The protest movement continued to accelerate as different leaders tested new tactics and strategies. Many established community-based projects that sought to combat the barriers that kept blacks from voting. Others targeted the white terrorism that continued to intimidate blacks into submission. King and other leaders launched a massive campaign that brought together thousands of blacks in Birmingham, Alabama, one of the most segregated and violently racist cities at the time (Sunnemark, 2003). Early in the campaign, King was arrested and jailed. From his cell, he penned his famous â€Å"Letter from Birmingham Jail,† which earned him the support of many sympathetic whites (Conklin, 2008). Meanwhile, as blacks continued the desegregation campaign in Birmingham, an event occurred that irrevocably commanded the attention of America and its leaders: In an effort to stop a demonstration, the notoriously racist police Chief Eugene â€Å"Bull† Connor turned vicious attack dogs and fire hoses on the peaceful demonstrators (Sunnemark, 2003). The force of the water slammed women and children to the ground and sent others hurling through the air. Television coverage and other media reports of these brutal assaults shocked the nation and viewers around the world. After a month of this highly publicized violence, city officials repealed Birmingham’s segregation laws (Powledge, 2001). In Birmingham’s aftermath, mass demonstrations continued to spread, as did fierce resistance within the white community. In response to these events, King and other leaders planned a mass gathering on the nation’s capital in the summer of 1963 (Sunnemark, 2003). On August 28, the March on Washington brought an estimated quarter of a million people, black and white, in front of the Lincoln Memorial, where King delivered his now famous â€Å"I Have a Dream† speech (Romano, 2006). This triggered the SNCC to start a wide-scale campaign to bolster voting rights. The group launched a massive voter registration drive throughout the South, concentrating on Mississippi, where less than 5 percent of the state’s eligible blacks were registered to vote (Conklin, 2008). Freedom Summer, as it became known, was marked by episodes of extreme white terrorism. One of the most heinous examples involved three young civil rights workers. The trio was working to register voters when they were arrested and later murdered by the Ku Klux Klan (Patterson, 2001). By 1965 the voting campaign had shifted to Selma, Alabama, where, under the leadership of King, thousands of demonstrators began a fifty-mile trek to Montgomery (Sunnemark, 2003). This time, as the peaceful demonstrators approached the Edmund Pettis Bridge, state troopers used police whips and clubs to halt their progress. The scene blasted into American living rooms via the nightly news. After â€Å"Bloody Sunday,† thousands of people gathered again to complete the march, this time under the protection of the Alabama National Guard (Powledge, 2001). On August 6, 1965, shortly after the highly publicized events in Selma, President Johnson signed into law the Voting Rights Act, which, for the first time since Reconstruction, effectively opened up the polls to southern black Americans (Davis, 2001). By the mid-1960s, many black activists started to lose faith in the civil rights reforms that thus far had targeted only the most blatant forms of discrimination (Chong, 1991). While King’s nonviolent direct action approach had dominated the movement, many people particularly in the North, adopted a more revolutionary stance. As a wave of nationalist sentiment grew within the movement, organizations such as SNCC and CORE took up more militant agendas. SNCC, for example, began promoting a program of â€Å"black power† a term that meant racial pride (Conklin, 2008). The greatest spokesman for Black Nationalism was Malcolm X. With his working-class roots and charismatic style of speaking, Malcolm appealed to a lot of young urban blacks. Malcolm rejected Dr. King’s advocacy of nonviolence and instead urged his followers to secure their rights â€Å"by any means necessary† (Sunnemark, 2003). After Malcolm’s assassination in February 1965, another extremely provocative Black Nationalist group emerged: the Black Panthers, a group that boldly adopted the idea â€Å"by any means necessary† (Sunnemark, 2003). Race riots exploded across America, as blacks trapped in urban slums lashed out against the poverty and racism still rampant in their communities. Not only did the riots devastate ghetto areas that were home to millions of African Americans, including those in the Watts section of Los Angeles, but the racial violence started a separation between those who continued to believe that civil rights could be achieved through peaceful means and those who were more violent . King’s assassination in April 1968 struck a blow to the already fractured civil rights movement. Marin Luther King Jr. became the face of national equality not just for African American but to all those who sought justice and freedom. The American civil rights movement nevertheless left a permanent mark on American society. Most of the forms of racial discrimination came to an end, and racial violence decrease. Today, African Americans can freely exercise their right to vote, and in communities where they were once banned from the polls. Millions of African Americans have been lifted out of poverty as a result of the many economic opportunities created by the civil rights movement. Also important, the civil rights movement served as a model for the advancement of other minority groups, including women, the disabled, Hispanics, and many others. The civil rights movement has left a legacy in which generations after it can learn by reading it and not through experiencing it.

Greek Art

Ancient Greek Art: Archaic, Classical, and Hellenistic By: Catherine Marten CLA3114 sect. 02D3 Spring 2013 Art is the expression or application of human creative skill and imagination, usually through visual forms. Art in ancient Greece went through a variety of changes throughout its history, especially from the Archaic to the Hellenistic periods. These changes are mainly due to the different views in Greek society that developed throughout these periods.The art of the Archaic, Classical, and Hellenistic eras in ancient Greece are examples of how the philosophical views of the ancient Greeks changed and developed from 600-31 BCE and are still influencing views on art today. The art of ancient Greece during the Archaic era (600-480 BCE) made a shift from the earlier geometric forms of patterns and shapes to a more realistic form with large human sculptures being the focus. Many of the sculptures of this era seem to reflect an Egyptian influence from the East. The Archaic style of scu lpture was stiff and blocky like that of the Egyptians' sculptures.The two most prominent types of sculptures of this time were the male â€Å"kouros†, or standing youth, and the female â€Å"kore†, or standing draped maiden1. These large limestone statues were usually made as dedications to the gods or as grave markers. They could be found at funeral monuments outside of the city walls. Among the earliest examples of the type, the kouros in the Metropolitan Museum reveals Egyptian influence in both its pose and proportions2. The statues of the Archaic period were not always made to depict specific individuals.Instead, they exemplified the ancient Greek's new view of beauty and perfection. They were always statues of young men and women that ranged in age between adolescence and maturity. The male statues were usually not clothed and the female statues were clothed. This was most likely because the Greeks did not approve of female nudity in public. Another art form tha t emerged in the Archaic era was that of red figure pottery. It was invented in Athens around 530 BCE3. This style of pottery was characterized by red figures on a black background, where the figures were created in the original red of the clay.This allowed for more details to be seen in the pottery than with the earlier black figure technique because lines could be drawn onto the figures rather than being scraped out. The firing process of both red and black figure pottery was the same. It consisted of three stages. The first stage was called the oxidizing stage where air was allowed into the furnace. This resulted in the whole vase turning the color of the clay. In the second stage, green wood was introduced into the chamber and the oxygen supply was reduced. This caused the object to turn black in the smoky surroundings.In the third stage, air was reintroduced into the furnace which resulted in certain portions turning back to red while the glossed areas remained black. The red f igure technique gradually replaced the black figure technique as innovators recognized the possibilities that came with drawing forms4. Again, the images looked more realistic than previous art forms because of the more natural look of anatomy and garments. Painted vases were often made into different shapes for specific uses. A vase used for storing and transporting wine and food was called an â€Å"amphora†.A vase used for drawing water was called a â€Å"hydria†, and one used for drinking wine or water was called a â€Å"kantharos† or â€Å"kylix†4. The subject matter of red figure vases varied greatly from portraits of the gods and heroes, to depictions of every day Athenian life5. This, in turn, led to result in an archaeological record of historical, social, and mythological information of ancient Greece. The pictorial decorations provide insights into many aspects of Greek life and complement some of the literary texts and inscriptions from the Arc haic and, especially, Classical eras6.The Classical era (480-323 BCE) showed more advancements in the art of sculpture. The main subjects of Classical sculpture were young and athletic men with a heavy emphasis on the details of the human body. Unlike the stiff and upright sculptures of the Archaic style, Classical sculptures were more naturalistic and oriented in positions that suggested movement. The fluidity of the sculptures reflected the freedom of movement and expression that was associated with an introduction of democracy7. The aim of the Classical style was perfection.This resulted in many of the faces of the statues looking the same which made it difficult to identify who the statue depicted at times. However, the subjects of the sculptures in the Classical era were specific people or gods, rather than just a generic young man or woman like in the Archaic era. The sculpture style of the Classical period started using marble and bronze to make the statues. Bronze, valued fo r its strength and beauty, became the preferred medium for freestanding sculptures. However, many of the original statues seem to have disappeared in history.This is most likely because they were found to be of great value. These famous statues are known of through ancient literature and Roman copies later made. Greek artists of the Classical era attained a manner of representation that conveys a vitality of life as well as a sense of permanence, clarity, and harmony8. Polykleitos of Argos was particularly famous for formulating a system of proportions that achieved this artistic effect and allowed others to reproduce it. The Classical period also saw the start of sculptors becoming well known for their works.One sculptor named Phidias created a statue of the goddess Athena made of ivory and gold which was housed inside the Parthenon in Athens. It was later stolen and no longer exists today. He is also well known for overseeing the design and building of the famous Parthenon which i s an artwork in itself. Another sculpture that Phidias is famous for is the Statue of Zeus in the Temple of Zeus found in Olympia. It, too, was made of ivory and gold and was eventually lost just like the statue of Athena. Another sculptor named Praxiteles was an Athenian who became famous for creating the nude Aphrodite of Knidos.This statue was one of the first statues showing a woman nude rather than draped in cloth. Its slender proportions and distinctive contrapposto stance became hallmarks of fourth century B. C. Greek sculpture8. The Hellenistic era (323-31 BCE) followed the conquests of Alexander the Great, and Greek culture started to spread more east to as far as India. During this period, Greek sculpture became even more naturalistic than in the Classical era. Young men and women were no longer the only subjects of sculpture. Instead, common people, children, elderly, and animals were subjects.There were even representations of unorthodox subjects, such as grotesques9. Sc ulptors no longer felt obliged to depict people as having ideal beauty or being perfect. Instead, heavy emotion and movement were the focus. Pain and fear were shown on the faces of figures and battle scenes were even carved into relief sculptures for temples. Sculpture eventually became somewhat of an industry during this era which resulted in some lowering of quality10. Because of this, many statues from the Hellenistic period are still around today unlike those of the Classical period.The Hellenistic period saw the decline of the painting of vases. Red figure painting died out and was replaced by what is known as West Slope ware. This style consisted of painting in a tan colored slip and white paint on a fired black slip background with some simpler detailing. The most common vases are black and uniform with a shiny appearance like that of varnish and decorated with simple motifs of flowers. The Hellenistic period is also the period when vases in relief appeared. Relief is a mode of sculpture where raised forms and figures projecting detail or ornament are distinguished from a surrounding plane surface.Many times wreaths in relief were applied to the body of vases. There were also more complex reliefs based on animals or mythological creatures. There also appeared to be a shift in the tradition of painting. Artists started to seek a greater variety of tints than in the past. However, these newer colors were more delicate and did not support heat. The painting occurred therefore after firing, in contrast to the traditional practice. The fragility of the pigments prevented frequent use of these vases. This resulted in them being reserved for use in funerals.The conventional end of the Hellenistic period is 31 BCE, the date of the battle of Actium. Octavian, who later became the emperor Augustus, defeated Marc Antony's fleet and, consequently, ended Ptolemaic rule9. The Ptolemies were the last Hellenistic dynasty to fall to Rome. Interest in Greek art and cult ure remained strong during the Roman Imperial period, and especially so during the reigns of the emperors Augustus and Hadrian. For centuries, Roman artists continued to make works of art in the Hellenistic tradition. Bibliography 1. Boardman, John.Greek Sculpture, The Archaic Period. London: Thames and Hudson Ltd, 1978. 2. Department of Greek and Roman Art. â€Å"Greek Art in the Archaic Period†. In Heilbrunn Timeline of Art History. New York: The Metropolitan Museum of Art, 2000–. http://www. metmuseum. org/toah/hd/argk/hd_argk. htm (February 2013) 3. Boardman, John. The History of Greek Vases. Thames & Hudson, 2006. 4. Department of Greek and Roman Art. â€Å"Athenian Vase Painting: Black- and Red-Figure Techniques†. In Heilbrunn Timeline of Art History. New York: The Metropolitan Museum of Art, 2000–. http://www. etmuseum. org/toah/hd/vase/hd_vase. htm (February 2013) 5. Carpenter, Thomas H. Art and Myth in Ancient Greece. Thames & Hudson, 1991. 6. No rris, Michael. Greek Art from Prehistoric to Classical: A Resource for Educators. New York: Metropolitan Museum of Art, 2000. 7. Pollitt, Jerome J. Art and Experience in Classical Greece. Cambridge: Cambridge University Press, 1972. 8. Hemingway, Colette, and Sean Hemingway. â€Å"The Art of Classical Greece (ca. 480–323 B. C. )†. In Heilbrunn Timeline of Art History. New York: The Metropolitan Museum of Art, 2000–. http://www. metmuseum. rg/toah/hd/tacg/hd_tacg. htm (February 2013) 9. Hemingway, Colette, and Sean Hemingway. â€Å"Art of the Hellenistic Age and the Hellenistic Tradition†. In Heilbrunn Timeline of Art History. New York: The Metropolitan Museum of Art, 2000–. http://www. metmuseum. org/toah/hd/haht/hd_haht. htm (February 2013) 10. Hemingway, Colette, and Sean Hemingway. â€Å"Ancient Greek Colonization and Trade and their Influence on Greek Art†. In Heilbrunn Timeline of Art History. New York: The Metropolitan Museum of Art, 2 000–. http://www. metmuseum. org/toah/hd/angk/hd_angk. htm (February 2013)

Global Warmning

Mandi Kinsey 10th Writing Persuasive essay 5/18/11 Word count: 602 Global Warming What happens to all the exhaust that comes out of the back of vehicles on the road? What are all the thick black clouds coming from factories that define a city’s skyline? What effect is all this smoke and smut going to do to the Earth? Some scientists have a theory called â€Å"Global Warming. † Scientist along with the followers of this theory believe that carbon dioxide or CO2 from mankind’s use of fossil fuels like coal, oil, and natural gas is building up in the atmosphere.As these gases go up into our air, they get trapped in our ozone layer creating a blanket of gas that does not allow the heat from the earth to disseminate. Theorists believe that this â€Å"blanket† of gasses leads to increased temperatures in the Earth’s atmosphere. Now this leaves us with the question what is global wormig and is it harmful? When it comes to the issues of pollution, all human s are affected since all humans benefit from the Earth’s resources. I am not convinced of that global warming is caused by humans. I do believe that all the pollution caused by humankind is doing horrible things to the environment.Although, I do not believe that the Earth’s temperature is rising as a result of human pollution. Nor do I believe that â€Å"Global Warming† will bring catastrophic repercussions as many theorists will have society believe. The retention of heat around the Earth’s atmosphere caused from gases is called the greenhouse effect. This is because, like a green house that a gardner uses to grow plants, the sun comes in through glass heats up the room and is not allowed to leave because the glass keeps it in. The Earths greenhouse the glass is the CO2 blanket that does not allow heat to escape from our Ozone layer.So why is this important, a little extra heat further from the equator would surely please many? Some of the fear driven co nsequences that some theorists have told include; Rising sea levels, leading to more coastal erosion, flooding during storms, and permanent inundation, Increased drought and increased incidence of wildfires, Severe stress on many forests, wetlands, alpine regions, and other natural ecosystems and impacts on human health as mosquitoes and other disease-carrying insects and rodents spread diseases over larger geographical regions.I not only believe that humans are not the cause of global warming but i believe that the Earth is continually changing and that humans give themselves to much credit thinking they are that much of an influence on the Earth. Where does the truth lie with global warming? Are we all going to pay for the decades of pollution to the earth or are the skeptics correct in suggesting that this is all blown out of proportion through the media and extremists? I do not know the for sure answer to these question, no one does. This idea of humans causing â€Å"global war ming† is simply that an idea, a theory.But as with any good theory it demands that people take its warnings serious and research and prepare for possible findings. I believe that society does need to lower their pollution and think of ways to â€Å"go green† but not from fear or false theories. I think society needs to care about the environment for the animals, themselves and the future generations. In the end the correct choice is to continue studying the issue and if it turns out to be nothing we would still have been winners for educating millions and cleaning up the environment.

Greece and Rome Essay Example | Topics and Well Written Essays - 1000 words

Greece and Rome - Essay Example Contribution made by early Romans were huge in number including technology, religion, art, empire architecture, language, government, law, literature and war as well. The history of Roman Empire is still a source of inspiration in many parts of world (Cunningham and Reich, 2005). Greek civilization originates from Greek history. It survived from 8th to 6th Century, after that from 146BC to the mastery period of Rome. This civilization had the mastery of ruling on states. The classic stage of Greek culture leaves a significant influence on Roman Empire in many aspects. Greek civilization holds a vision which interpreted to numerous parts of Mediterranean Region and Europe as well. The basis of western civilization is the major reason of rich culture in Classical Grecian people. The development of Classic Greek civilization was observed between 4th and 5th century (Cunningham and Reich, 2005). Roman and Greek civilizations belong to Mediterranean Region but still differ in social aspec ts. Civilizations hold different mythology and live their life in different manner. The outstanding difference is related to progress. Romans failed to make remarkable progress in their era. Greece had begun their development in 5th century BC. On many instances, it is supposed that many of the items utilized by Romans were previously a part of Greek Civilization and Greek invented those items (Freeman, 2004). Civilization believed to divide people in groups. The division of Greek society is categorized in five groups. These groups’ are women, slaves, medics, free men and in the end citizens. The position of women in Greeks civilization was even below that of a slave. In Romans the status of women is higher as compared to Greeks and give them equal rights of citizens, but still didn’t give them an opportunity to vote or work in offices belonging to political sector. The groups which were found in Roman society were Plebeians, Patricians, Free Men and Slaves (Moore, 200 6). Both civilizations were inspired by architectural techniques. Their building was the sample piece of innovative architecture. In Greek civilization, the style of architecture divides into three major groups. These groups were Doric, Ionic and Corinthian. Romans were motivated as well as inspired by the architecture of Greek building. Romans adopted the architectural style of Greeks; they gave a style of Greek architecture to their building structures. Romans added aqueducts and arches in Greek designs and gave them a new look (Moore, 2006). The common occupation of Greek was considered as agriculture, this occupation employed almost three quarter of people. Greek cape was rocky and mountainous area, giving tough time to famers. They failed to produce enough wheat. Grapes and olives were found in abundant quantity. Roman farmers produced what they needed like furniture, tools and clothing. After some time they started producing more than their requirement and began exporting (Fre eman, 2004). The major gods and goddesses of Greek were Poseidon , Aphrodite, Hera, Hades, Hestia, Apollo, Demeter, Artemis, Hephaestus, Aphrodite, Dionysus and Ares. Mostly, different regions worshipped the same gods or goddess. The practice of Greek religion was expanding outside Greece as well to Asia Minor to Magna Graecia. ApolloIn Greek mythology, Demeter is the goddess of the harvest, who presided

Goals Essay Example | Topics and Well Written Essays - 750 words

Goals - Essay Example The first short term goal is communicative competence, communication is the key these days and it is very important to be good at receiving and sending messages. The following procedure will help in understanding this goal. Using language in authentic is the first step towards achieving this goal, banning the use of slangs in the classroom will help in facilitating this goal. Once this is done, providing the appropriate context is the next immediate target, students whose grammar is weak must be worked upon if the goal of communicative competence is to be achieved. The peers will play a pivotal role in this exercise, each student will evaluate the performance of their peer, and this will also facilitate team work in the classroom which will benefit the students in the long run. The last target which will help in achieving the goal of communicative competence is by making the students aware of the cultural use of language; this is extremely important and should be done by every teache r. The following section of the paper will shed light upon the medium term goals (6 months), ways which will be used to achieve this goal will also be comprehensively presented. Encouraging collaboration in the classroom is essential and every successful teacher manages to achieve this goal. ... Students will feel that the collaboration has improved when they work in groups and try their best to achieve the goals set for them. Another important step is to give freedom to students so that they can use language in the way they want, this will help the students learn from each other. Different students will use language in their own way; the teacher must ensure that the students use the language in the right way so that no student learns anything undesirable. Three important things must be taken care off when working towards this goal, the teacher must ensure that there is no communication gap, each activity must have a defined outcome. For instance, drawing a map is an activity which is task oriented and perhaps the best example of a task oriented activity. The teacher must also ensure that there is a time limit set for these activities so that the students can learn within a specific time limit. The long term goal (12 months) would be to facilitate mastery of a field; this is extremely difficult and requires a lot of diligence. â€Å"Your classroom is a training ground not only for future study in your field but also for many aspects of life. Great teachers help students master the fundamentals of their subject matter, which will pay off both for advanced study in their field and for students’ everyday understanding of the world.† (Teaching Goals) These goals will be measured by maintaining a diary which will record events on a daily basis, at the end of the week results will be analyzed. Students will be engaged in leisure activities should the results be good, else more efforts to accomplish the same goals will be put in. At the end of a three-month period if only 50% of the goals are met the

FIN CASE STUDY Example | Topics and Well Written Essays - 500 words

FIN - Case Study Example Other nations have invested heavily in China due to their best known expertise on electrical gadgets including motors. With the china transition, the growth and efficiency was associated with the rapid increase of the factors China had without associating the ownership institutional factors while the World Bank was able to use financial institutions in developing its strategy. 2. The Chinese people lost their investments during the Second World War shuttering down their dreams of developing globalization. Shiseido organization was able to establish businesses in countries outside china by expanding them to Europe and North America. The market conditions affected the business which was different from their normal conditions. The introduction of the foreign firms also led to the loss in the market share of China. Shiseido was quite clever by the fact that they built Auples, women cosmetic brands that boosted Chinese women. It later led to the construction of a larger network that increased the Chinese stores. 3. In my opinion, the regulations focus on the variables that lead to financial crisis in all the cases are unemployment and inflation. Other causes can be indebtedness with the various liabilities that are both private and foreign. There is also a crisis of currency that affects the banking in both the cases that leads to the introduction of the banking regulations. Most of the emerging countries have a vulnerability to the crisis that is caused by large liabilities that overflows the capital in question. On the other hand, the rules and regulations can be advantageous by changing the banking system that will generate more income and reduce the inflation and employment problems. With the economic contagion, there should be an introduction of more job careers with stable terms and conditions. This will enable the economies to reduce inflation. The government body should come in and impose revenue

Crafting a Compensation and Benefits Plan Essay Example | Topics and Well Written Essays - 750 words

Crafting a Compensation and Benefits Plan - Essay Example Despite these internal factors, there are also those external factors that compel the manager to offer a particular salary range for employees. Some of these include the salary that is provided for the same position by other organizations that provide similar kinds of services. However, the ability to recruit and maintain employees lies on the ability to value and appreciate their efforts as opposed to issuing any monetary values. Comparable organizations in the same industry tend to offer varied salary and benefit ranges for the purposes of recruiting and retaining their employees for different reasons. In this case, the company that I created in a coffee shop that is renowned for the best service of beverages. This is mainly because both the provision of goods and services are given directly to the customers by the employees hence it is important to ensure that the best are recruited and the best efforts made to retain them for the sake of customer satisfaction. Those that may be involved as competitors and who are in the same industry include supermarkets and large retail chain stores as well as restaurants that may be involved in the sale of similar products at the same price. All of these tend to have the same structure in the composition of their staff and overall staffing with minor differences hence similar levels and need for recruitment and retention. Their salary and benefit ranges are as follows The 21st Century is varied from the other periods in terms of the abilities to recruit and maintain employees in terms of payment. What the current employees consider as benefits is completely different from what they considered to be so in the past. Monetary terms and payment played a large role in the recruitment and retention of employees in the past. It is, however, no longer the case as the current employees consider the value of the organization towards them more. What they consider as benefits of the company is the need to be engaged and involved

Criminology Theory Essay Example | Topics and Well Written Essays - 1000 words - 1

Criminology Theory - Essay Example In this movie, the views and characters of Derek are shaped by his neo-nazism beliefs. Derek is recruited into this group by Cameron Alexander, the neo-nazi leader. Alexander appoints him as the leader of the Caucasian kids. His role was to lead them against the Hispanic and the Black kids. Their attitude against them was shaped by the belief that these kids they lost their freedom and destiny to these people of different race. The Hispanics and the blacks were foreigners whose main aim was to exploit the resources of United States of America. On this basis therefore, Derek joined the group of the skinheads because of inequality in resource allocations, and he adapted their violent methods of agitating for their rights. The movie shows this by when he led a group of skinheads to destroy a Korean canteen. However, while in prison, Derek changes his ways of view. This is because he came to learn that there was a need of collaborating with each other, irrespective of race to survive. This is because of the inter-racial commerce that was pre-dominant in the prisons. The violent behaviors that Derek had were as a result of his failure of self-control, because he had already subdued the thieves, and he was not facing any threat. For instance, ordering the thief to open his mouth and busting his head with a bullet was a very cruel method of killing an individual. He could also control the manner in which he made his speech that had an effect of causing a violent mass action by the skin heads. The tone of his voice was harsh, and his words were full of incite. On this note, had Derek used some soft words, the riot that came as a result of the speech could not occur. It was possible for Derek to refuse the offer by Alexander, because he was not forced into joining the group. On this basis therefore, the behavior of Derek came as a result of his inability to control

Power point presentation about Firewall Technologies Essay

Power point presentation about Firewall Technologies - Essay Example These threats lead to the creation of the firewall technology in order to protect a computer or network of computer which is connecting to the internet. A firewall is defined as a "computer, router, or other communication device that filters access to the protected network" (Abie 2000). Thus, it gives the implication about the main tasks of a firewall. Accordingly, a firewall inspects traffic network passing through it and is responsible for permitting or denying access. In addition, Cheswick and Bellovin specifies certain processes which characterizes a firewall which include: "all traffic from inside to outside, and vice-versa, must past through it; only authorized traffic, as defined by the local security policy, is allowed to pass through it; and the firewall itself is immune to penetration" (Abie 2000). In summary, a firewall serves as a filter allowing the access of a trusted network and rejecting "untrusted" ones. The emergence of firewall technology occurs during 1980s far before the internet has gained popularity in global users. Traditionally, a firewall is a term used to denote a "wall to confine a fire or potential fire within a building (Firewall 2008)." The use of firewall in internet has been triggered by the attack of Morris Worm making internet connection vulnerable to its adverse effects. Because of what happened, the whole community becomes aware of the realities of such attack which can threaten the computers accessing the internet (Firewall 2008). Thus, the online community sought for a protection in order to ward off the threat of viruses, worms, and other which can be very harmful and disruptive to the internet users. This is when firewall technology came into being (Firewall 2008). The beginnings of first generation firewall technology can be traced to the paper released by engineers of Digital Equipment Corporation in 1988 (Firewall 2008). This is referred to as packet filter firewalls which lays down the foundation of a technology that will further be improved and developed. Thus, after the work of these engineers, companies like AT&T Bell Labs and scientists Bill Cheswick and Steve Bellovin continued the long process of research and released a more efficient and complicated versions (Firewall 2008). Packet filtering is a firewall technology which acts by "inspecting the packets which represent the basic unit of data transfers between computers on the internet" (Firewall 2008). A packet filtering router typically filter packets based on four fields namely, source IP address, destination IP address, TCP/UDP source port, and TCP/UDO destination port (Chadwick 2004). These functions of packet filter are used to block connection from specific hosts or networks, to specific hosts or networks, from specific ports, and to specific ports. Because of their relative simplicity, this type of firewall perform only basic operations including "examining the packet header, verifying the IP address, the port or both, and granting and denying access without any changes" (Abie 2000). Packet filters are regarded for their speed and

Principle of Inf. Systeam theory and pratice Essay - 1

Principle of Inf. Systeam theory and pratice - Essay Example As Sysco is a highly decentralized company, with around 100 operating companies and more than 4500 employees, the main obstacle it will face is in convincing these major companies to adopt and pay for the new BI system. Most of the operating companies will have intelligence systems already in place although they won’t be this technically advanced; they might not be willing to invest their finances in purchasing another intelligence system which will also lead to training costs. The magnitude of the project may cause other problems such as changing the mindset of the employees, maintaining standard and compatible hardware, and software and business procedures across many companies. Sysco would be one customer for Business Objects but one training program would not be applicable to it. As within the operating companies employees would have different levels of experience and exposure to different software’s. Employees in different operating companies might need different training programs. There might also be a difference in using the software, and so it will be imperative that all units load it with the same type of information to yield benefit. Sysco may also face difficulties in deciding the amount of software to buy. It will be cheaper to buy the entire software in one shot, but the board of directors and companies may not be willing to pay so much upfront immediately. While implementing the new BI system, other obstacles might be faced such as resistance to change, improper use of software and lack of managerial support. Sysco’s previous efforts in overhauling the information systems included ERP and data warehousing. Both these efforts brought in line the data of the various companies but they focused on past data and generating historical reports. Sysco needs a system that will predict future trends while analyzing the data

Essay type questions Example | Topics and Well Written Essays - 500 words

Type questions - Essay Example They provide their patients with consultation, education and research issues. Another scope of responsibilities is relevant to Certified Registered Nurse Anesthetist (CRNA), which are more focused on ambulatory care, surgical settings etc (Utley-Smith, Phillips, Turner, 2007). Therefore, nurses with a special graduate level nursing degree demonstrate a specialized knowledge. The Nurse Educator and Nurse Administrator were excluded from the list of advanced practice nurses, because the former is prepared at the master’s level or with a doctoral degree, while the second one is responsible for schedules of nurses’ practices and other administrative issues. These two professional categories of nurses are educated at the master’s and the doctoral level. There are many challenges in education of nurses nowadays. In spite of the fact that modern nurses have expanded educational programs there are many shortages in practical hours. Therefore, nurses are focused more on skills utilization and not skills acquisition (). There is a great a variety of pathways, but these two categories have different outcomes of their education. For example, the doctoral degree of nurses is more focused on scientific underpinnings. The Clinical Nurse Leaders are more considered about quality improvement of nursing systems and organizations. DNPs are more oriented to improvement and transformation of health care, while CNLs are involved in interprofessional collaboration (Reay, Golden-Biddle, Germann, 2003). The CNL and DNP reflect changes in health care. Thus, CNLs are operating at the micro level and provide with their help small groups of patients. The DNP provide care at the system level (Stolee, Hillier, Esbaugh, Griffiths, Borrie, 2006). They are looking for various decisions outside healthcare system, i.e. they are more open for transformations. There are three positive factors in the process of EBP implementation: therapy efficiency,

Educational psychology Essay Example for Free

Educational psychology Essay Choose a topic (objective) from one of the strand units in the Primary Science Curriculum (DES, 1999) and describe how you would assess it in a way that ensures that the assessment is integrated seamlessly in teaching and learning science. Indicate what the focus of the assessment is in terms of the science concept AND skill(s). The topic chosen must not be a task included in Hands-on Science. Indicate what the focus for the assessment is in terms of science concept and skills. In your answer refer to a) common prior conceptions (‘misconceptions’) children might  hold within this strand unit and b) how this assessment approach could facilitate constructivist approaches to the teaching of science. Please refer to at least three prescribed readings from both your assessment and curriculum science courses in your response (at least six references in all). Strand: Energy and Forces Strand Unit: Magnetism and Electricity Class: Second Class Learning Intention: The child will be enabled to purposefully play with magnets of different shapes and sizes and explore their effects on different materials (DES,1999). The Teacher Guidelines in conjunction with the Primary Curriculum for Science promotes the use of a constructivist approach to the teaching and learning of science, (DES, 1999). A constructivist approach involves the construction of our own understandings based on the world in which we live in (Brooks, 1993) and our prior knowledge in a variety of areas. This essay will be based on a constructivist approach to teaching magnets in the primary science curriculum, aimed to eliminate any common misconceptions of the child and incorporate self- assessment as the method for assessment for the lesson. The constructivist approach to teaching and learning allows children to take responsibility of their learning which can then make way for self-assessment. Lessons which incorporate self-assessment will see pupils ‘looking at their own work in a reflective way, and identify aspects of it that are good and that could be improved, and then set personal learning targets for themselves’ according to the NCCA’s (2007) Assessment in the Primary School Curriculum. This lesson will incorporate prediction, investigation, interpretation and communication as the children develop the uses of magnets of different shapes and sizes  through ‘purposeful play’ (DES, 1999). The learning intentions for this lesson will be shared using WALT and WILF in the introduction to the lesson. Children will be given their learning intentions to give them a goal or target to work towards in the course of the lesson. The children will develop their own concept maps, which will be based on any existing 1 Saoirse Geraghty Part B-Assessment 13270851 knowledge or misconceptions they may have with regard to magnets, eliciting prior knowledge from the children will give them the opportunity to focus themselves on the topic. Concept maps will be used as interpreted by Mc Cloughlin’s (2000) ‘Conceptual Mapping Frameworks in Science Education: a reader for students of Science education’. The maps will portray each of the children’s knowledge based on the topic, magnets, to be revisited in the development of the lesson and in order for children to interpret their findings and learning outcomes from course of the lesson. The development of the lesson will see the investigation of common misconceptions and experimenting with some of the children’s prior knowledge based on their concept maps they have drawn up. The children will be aware of their learning intentions from the introduction to the lesson and will need little direction which will lead to more focused learning. They will record on their concept maps any new findings they have made, and any prior misconceptions they may have had, and have come to the conclusion of can be recorded. The conclusion of the lesson will include a share session in a whole-class discussion to identify any misconceptions that may still exist and can be addressed, and also to allow children to peer-assess one another based on their findings on an informal basis. To conclude the lesson I will use ‘Traffic Lights’, which will allow me to establish after the lesson how comfortable children are with the use of magnets of different shapes and sizes and the misconceptions involved with them. To begin the lesson I will use a range of formative methods of assessment (AfL) to elicit any existing knowledge children may have with regard to magnets. As mentioned above the children will develop their own concept maps or ‘cluster maps’ (McCloughlin, 2000) to illustrate their existing knowledge, regarding their own interpretation of the physical  appearance of a magnet, uses of magnets, household items which may be magnets etc. When the children have completed their maps, I will share learning intentions with the children using the WALT and WILF methods. I will place the learning intentions on the WALT board, in child friendly language, so children can refer back to them in the development of the lesson to ensure they are still on task to achieve the success criteria. Clark (2005) promotes the sharing of learning intentions with the children that allows them to know the ‘desired outcome’ and success criteria of the task. In Barbara Collins and Michael O’Leary’s (2010)  work on Integrating Assessment with Teaching and Learning in the Visual Arts: A Study in One Classroom seen sharing learning intentions lead to lower frustration levels among children who perceive themselves as not being strong’ in a particular curricular area. In my own experience and as also stated in the Collins and O’Leary (2010) study, children declared 2 Saoirse Geraghty Part B-Assessment 13270851 that knowledge of the success criteria on a particular topic helped them to get started quicker and also led to them having less questions based on the procedures they were to undertake in  the task. For the development of the lesson, I will explore the following three common misconceptions with second class students: ? All metals are attracted to magnets ?All silver coloured items are attracted to magnets ?The larger the magnet, the stronger it is (MathScience Innovation Centre, 2007) In this section, I will organise the children into small groups and provide them with a range of household objects (paperclips, cutlery, keys, coins etc. ) and magnets of different shapes and sizes to investigate and explore these misconceptions with them. I will ask the children in  their groups to predict possible outcomes of their explorations into the misconceptions, will all of these items stick to the magnets? Will all of the magnets pick up the bunch of keys? Etc. It is expected that children will make the prediction that all of these misconceptions are true, therefore predicting before investigating allows children to use their prior knowledge to predict and they can then explore their outcomes in ‘purposeful play’ throughout the development of this lesson and then discuss their findings with their peers in the conclusion of the lesson. When they have made some predictions will write some of them on the board to be revisited after the children have worked with the objects and magnets. The children will be given sufficient time to investigate the common misconceptions and strength of the magnets using different sized magnets across the variety of objects for experimentation. I will then ensue a metacognitive approach and have the children record on their concept maps anything new they have discovered or uncovered in their investigations. By recording their findings the children are documenting what they have learned by means of self-assessment. Looking at what they knew from the outset, and recording what more they have learned, or what misconceptions they may have had have they cleared up. To conclude the lesson, I will ask the class to come together and undergo a whole class discussion based on their findings in this investigation of misconceptions of magnets. I will use AfL strategies of questioning in this discussion with the children to indicate where their new knowledge may be of use to them outside of the class, ie. Where would you use a magnet outside of class? , can you get any bigger magnets than the ones we have in class  3 Saoirse Geraghty Part B-Assessment 13270851 today? Etc. The NCCA assessment guidelines (2007) invite children to probe and prompt children in their open ended questioning, ie. ‘’I wonder if everyone in this class has the same things on their maps’’, ‘’I wonder is there anything we could learn from listening to one each other’s findings’’. Preceding this, the children will discuss with their class mates any misconceptions they may still have, that they may be able to clear up, or perhaps something they did not uncover in their findings. This form of peer-assessment allows for informal  learning, and shows children that they can assist one another, and they do not always have to come to the same conclusions in their topics to have the correct answer. When children have been given fair time to discuss and analyse their findings with their peers I will close the lesson by asking them to give me some feedback to ‘help me to teach them’ by using the traffic light method of assessment. This will be used to get an idea of any misunderstandings or confusion that may still exist among the children, and therefore can be addressed before the end of the lesson.  In the ‘Traffic Light’ method of summative assessment: ?G (green light –I understand), ?A (amber light – A little unsure), ?R (red light I dont understand). Methods of both formative (AfL) and summative (AoL) assessment have been used strategically in the Primary Science Curriculum. These methods were introduced harmoniously with the lesson on magnetism, the methods of self-assessment allowed the teacher to be the facilitator of resources and learning, but the children undertook the task independently, the development of constructivism in the classroom would see that ‘the locus  of teaching and learning does not lie in the teacher but rather the student’ (Mc Cloughlin, 2010). This was explored in this lesson, and I would use these methods of assessment in the classroom, and I think they would have a positive effect on the children’s learning. References 4 Saoirse Geraghty Part B-Assessment 13270851 Clarke, Shirley,(2005). Targeting assessment in the primary classroom: Strategies for planning, assessment, pupil feedback and target settin. , London. Collins, B. O’Leary, M. (2010). Integrating assessment with teaching and  learning in the visual arts: A study in one classroom. Oideas 52, pp. 53-61. Department of Education and Skills, (1999). Primary School Science Curriculum. Dublin: NCCA Department of Education and Skills (1999). Primary School Science Curriculum: Teacher Guidelines. Dublin: NCCA MathScience Innovation Centre, (2007). Floating above the Rest. Mc Cloughlin, Thomas, (2000). Conceptual mapping frameworks in Science education: A reader for students of Science Education. Dublin. NCCA (2007). Assessment in the Primary School Curriculum. Guidelines for Schools. Dublin: NCCA.

Vegetarian Diet Is It Good Or Bad Philosophy Essay

Vegetarian Diet Is It Good Or Bad Philosophy Essay God has created food in different varieties and there are different ways to obtain it, so it was clearly easy to anyone to differentiate in the way theyre obtaining there food and how they want to cook it and how they want to eat it. For instance we can say that some people might like to have their meat meal from a choose of different categories like well done, medium or rare, but rare makes up for the minority number of people. In other words its just as some people have got the privilege to eat meat some choose not to have a small amount of meat or even any meat at all, these people undergoes the title vegetarians, vegetarians can also be called veggies or vegans but both of the names both lead to a same meaning. Some vegetarians choose to be so in order to avoid the slaughtering and vigorous killing of living organisms and some of them are veggies just because they dont like the taste of a meat itself, also some may be forced to avoid eating meat and thats because of a medical iss ue or any motherly forced environment .Vegetarians and being one of them has its own pros and cons, like for instance its claimed by some people that vegetarian diet is considered to be healthier than a meat including diet but fights and rumors keeps subjecting this case mainly, as for example we can use as a start that a vegetarian diet lacks the mighty highly needed component the vita D12 which is essentially needed by the body and needs to be taken in diet in a way or another and on the other hand being a vegetarian effects the current personnel social life and these people are mostly left singled and alone in our now daily community and are often more criticized than meat eating ones. Another name could be given to non meat eaters (vegetarians) is to be the people who practice not to eat meat, fish and any milk products or even eggs. a commercial name that is currently used by vegetarians is veggies. According to the vegetarian union , the word vegetarian has never been there before 1840 i.e its not an ancient tradition its just 150 years old and the word itself was considered an official word that can be used world widely at the 1847 at a meeting of a society of vegeterians at the UK. Vegetarians are found throughout the whole global world, and they are categorized by different areas,relegions,cultures,and race. For example vegetarians can also be differentiated into two different subsidiaries lacto vegeterians and ovo lacto vegetarians also we have got the Islamic type of vegeterians which are given the name Halal vegeterians.To start with the difference between lacto and ovo lacto its a slight one though but it makes up two complete different communities so lacto vegetarians type are the traditional vegetarians that doesnt come close or eat anything that contains meat nor any dairy products unlike the ovo lacto in which this category of vegans can easily drink dairy products and can still follow the title vegetarians and these are mainly in the western countries so its not like all vegetarians never eat anything living, so coming back to the halal vegetarian which is currently and mainly followed by the middle eastern community (The Islamic community) and this b ranch of vegetarians forces its people to eat meat under certain Islamic laws and the meat or any living thing eaten must follow a certain Islamic procedures without having the free privilege to eat that meat. Some other people are forced ot become vegetarians because of their religion, like jews,Judaism, Jews follow some guidelines that they are forced to follow same as how we mention halal vegan diet in Islam. But in case Jews follow the guidelines in which its mentioned there the types of diet they are allowed to have and which is prohibited to them, this sort of food diet is given the name Kosher. Its also divided into several divisions in which some have meat and some dont and some just have dairy products and some dairy products are not allowed and some are just allowed in small amounts so their aint a single type of kosher diet. A huge step like turning to a vegetarian takes place under a series of vital reasons, it can be because of sympathizing with animals and them being slaughtered, well after all this is not considered the only reason that might make people turn from a normal diet to a vegetarian diet, some just tunr to being a vegan due to health problem or digestion problems like stomach pain or ulcers and the fact that eating less meat doesnt affect the body negatively as much as eating excessive meat can cause to a human personnel. And as discussed by the professor doctor Yasser ashour the dean of physiology that excessive meat and some people stomach sensitive to meat may suffer sleeping disorders,nausea,headache,even diarrhea. So being a vegetarian might also have a positive effect to some people around us excluding the fact of that are they forced to be a diet are they choose to be on their own. However some doctors and therapists may order the human personnel to immediately stop eating meat due to a disease or a tumor. Also meat eating can be limited when a person notice3s that hes suffering from high cholesterol level or high fat level as if he continues on consuming meat and being a meat eater, fat and cholesterol deposition may occur in the main arteries and may cause atherosclerosis and blood clot. Not eating meats stops many important life factors from being in a human life, as the vegetarian diet lacks a lot of meat important contents which is important for normal human growth and normal body functions. Its just like god created goats to eat green food, lions to feed on meat, trees to feed on soil contents and humans to feed on both meat and vegetables ,this must happen to maintain a stable life cycle. Back to meat important components is the vita B12, which is important for cell replication and movment,formation of white and red blood cells, it also plays a vital rule in pregnancy and to maintain the optimum growth of the fetus inside his mum umbilical region. The international vegetarian union stated that vita b12 is needed for optimum growth of a human being and that vitab12 can never be obtained from plants unless these plants are infected, they also stated that the human body doesnt require huge amounts of vita b12 in fact a 1 microgram a day is more than enough to maint ain a constant body fluidity. Which in fact shows the vital importance of vita b12 and that a deficiency in it is considered a huge problem and mainly effects the life of the personnel lacking it by causing sever nerve damages and neurogenic disorders which may lead to serious shocks for ex: Hypovelmic shock in which the body keeps internally draining blood. Although some vegetarians excluded all the above facts and stated that vita b12 can be actually maintained and compensated with a mixture of a nutritional yeast, although in the other hand vegetarians also claimed that the deficiency of vita b12 can be replaced by vitamin pills at which they actually excluded that the vitamin pills itself is made from an organic living content as we mentioned above vita b12 cant be obtained from any diet except a meat containing diet. On the other hand excluding the vita b12 importance vegetarians are also supplemented to a deficiency of an important fatty acid which can only be obtained by havi ng a diet containing fish. It was also proved by the anthropology researchers that humans who were found thousands of years ago who used to eat meat are identified with their large brains than those who didnt eat meat,it was explained in an article Human evolutionary anatomy by Aiello ,leslie christpher dean, It was explained that the main reason to proper growth of body and brain was known by our ancestors by eating meat which was considered the most high source of energy ,power, and calories and in fact was a main meal so as a result of people nowadays claiming to be vegetarians they are the reasons of them having smaller brains and also occupying a smaller mass than our old ancestor due to a decrease in body figure which is caused by a decrease in the main energy source which is meat. Some people turn into vegetarians to avoid the killing of animals. On the contrary, to serve the vegetarian diet, deforestation is needed to provide land for crops. As a result many animals will be homeless; being vegetarian has nothing to do with saving animals. Vegetarian diet kills animals too. Some of these animals are rabbits and mice. Also deforestation may cause soil erosion and water floods which may lead to severe extinction in some animal species and gives room for natural selection and may also lead to the death of water creatures. Another misconception about being vegetarian is that vegetarians live more than non-vegetarians. However, according to oxford vegetarians may live one to three years more than non vegeterians according to scientific researches. Vegetarians diet has decreased cholesterol and fatty acids level and the decrease in diet of meat and fish needs to be compensated by taking nutritional pills, which might be harmful and might negatively affect the personnel health. Socially, vegetarians are afraid of peoples sarcasm since some people see that as an awkward situation. Its only enclosed to adults, but also children are sometimes forced to eat meat by their colleagues or by just some sort of school bully. When a vegetarian is around people may act differently either being so nice and supporting or being really sarcastic. There are several ways in which animals are being killed before being supplied as food for use to easily buy and eat. these ways are divided into 2 main ways Mainstream way in which the animals are firstly stunned mechanically or by gas or even by electricity and then they are left unconscious and moved to another place where their throat is being cut off and then they are sent to the butchers to cut the meat into small pieces or left as a whole to be sold to meat companies or a other butcher shops, this was is commonly used in the uk following the prescribed Eu community of the Uk. This method of killing is considered inhumanly as for some cases the animals may wake up from the unconsciousness stage a might be fully conscious and feel the pain. this method is used with most animals even rabbits and other farmed animals. the other method is the ritual method in which the animal is being strangely hit till it looses consciousness but the darks side of that is that the animal may also gain back conscious before their throats are being cut off and may also suffer which is against the animal rights agencies. At last, it is agreed on that vegetarians are healthier than the non vegetarians due to their highly decreased percentage of fat and cholesterol usage level in the blood but as it is below normal, vegetarians should compensate this deficiency by taking some pills which is extracted from a non animal source. Nevertheless, it doesnt cause increasing their life spam as people may think. On the other hand, the pleasure of having a meat containing diet is being missed by vegans and that there is no religion forbidden eating meat unless it is done under each religions certain laws of eating it. In relation to the above, if animals should or must be killed then not by those painful means mentioned, instead by merciful means that doesnt put them through pain, and for people who are planning to turn to vegetarians take care of the deficiencies and dont let saving animals and caring for them lead u to miscarriage of yourself and ending yourself up in a poorer situation than an animal itself.

The Key Factors Contributing To An Effective Destination Marketing Essay

The Key Factors Contributing To An Effective Destination Marketing Essay According to Blain 2001, before defining the concept of destination branding, it was essential to define branding in its general term. Henceforth to provide a better insight of the traditional definition of a brand a definition by Aaker (1990) in Managing Brand Equity was firstly identified. He defines brand as a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competitors. According to the traditional perspective, a brand was solely associated with the product/service which would help the product/service to be distinguished amongst others. Moreover, Kotler (2000) also shared the same viewpoint as he defined brand as the name associated with one or more items in the product line, which is used to identify the source of character of the item(s) (Kotler 2000, p. 396). In addition, as the word keeps evolving and becomes more challenging, Blain (2001) in his definition of branding explained the difference between brand and logo. He argued that the logo design is the symbol or visual representation of the brand, which includes image, identity and perceptions of the perceived product. Creating a logo is one key aspect of branding but the branding of a product/service involves more than just a logo as the brand name also is an important factor. Hence, both the brand and the logo are interdependent. Within this view, Keller (2003a) states that, à ¢Ã¢â€š ¬Ã‚ ¦whenever a marketer creates a new name, logo, or symbol for a new product, he or she has created a brand (p. 3). However, Kapferer (1997) mentioned that the brand is a sign- therefore external- whose function is to disclose the hidden qualities of the product which are inaccessible to contact (p 28). Here, the perception of branding is totally different compared to previous research. Kapferer put much emphasis on the identity that a brand name projects and which will further help the product/service to distinguish itself from competition. Taking the example of the global fast food industry namely McDonalds, Ghosh et al (2010) stated that there are certain value propositions that the company offers to its customers to satisfy their needs. McDonalds offers hygienic environment, good ambience and great service. It can hence be considered that the hidden qualities as mentioned earlier by Kapferer here is the perception which people have with regards to the ambience at Mc Donald. Henceforth, Kohli and Thakor (1997) suggest that, The challenge today is to create a strong and distinctive image (p. 208 ). Initially, a brand was simply a name, it gradually became a representation of a product and now a brand not only represent a product or service alone but marketers can also brand a city, a state, a nation or even a country. Branding is also about creating awareness of a destination. According to Upshaw (1995), it is useful to review a summary of the terminologies of branding as it helps to understanding the various terms of branding used in the branding of destinations. Brand Equity The total accumulated value or worth of a brand; the tangible and intangible assets that the brand contributes to its corporate parent, both financially and in terms of selling leverage. Brand identity Part of the brands overall equity; the total perception of a brand in the marketplace, driven mostly by its positioning and personality. Brand positioning What a brand stands for in the minds of customers and prospects, relative to its competition, in terms of benefits and promises. Brand personality The outward face of a brand; its tonal characteristics most closely associated with human traits. Brand essence The core or distillation of the brand identity. Brand character Having to do with the internal constitution of the brand; how it is seen in terms of integrity, honesty and trustworthiness. Brand soul Related to the brand character, defined as the values and emotional core of the brand. Brand culture The system of values that surrounds a brand, much like the cultural aspects of a people or a country. Brand image Generally synonymous with either the brands strategic personality or its reputation as a whole. Table 1: The basic terminologies of branding (Upshaw 1995) With these terminologies as a foundation, a definition of destination branding can be developed which will help to have a better overview of the tourism destination branding. DESTINATION BRANDING Despite being uncertain about referring the branding concept to the tourism destination context (OShaughnessy OShaughnessy 2000), that concept has only recently captured the interest of tourism destination researchers and practitioners (Curtis 2001; Anholt 2002; Cai 2002; Morgan Pritchard 2002; Olins 2002). The notion of branding in the tourism industry has only recently to come in the limelight and apparently became a debatable and examinable topic in the late 1990s according to Pike (2002) and Tasci Kozak (2006). Ricardo (2009) also supported the fact that although branding has been an old aged concept, the study of destination branding is a relatively new addition in the tourism research field. With reference to the definition of branding that Aaker (1991) derived from his research, he explained destination branding as a distinguishing name and/ or symbol (such as a logo, or trademark) intended to identify the destination and to differentiate it from competitive destinations. ( p.7). Here also, the researcher put much emphasis on the name and symbol that would contribute to the personalization of the destination from competitors. However, some researchers do not limit their definition of branding to a simple name and symbol. According to Ritchie and Crouch (2003), the destination branding concept is also about feelings and emotional attachment that the visitor would experience when visiting the destination. Within this perspective, they proposed the following definition: A destination brand is a name, symbol, logo trademark or other graphic that both identifies and differentiates the destination; furthermore, it conveys the promise of a memorable travel experience that is uniquely associated with the destination. It also serves to consolidate and reinforce the post- travel recollection of pleasurable memories of the destination experience. Henceforth, a destination brand is far more complex than a product brand. The destination brand must have two attributes to be efficient compared to the brand of a product/service. Firstly, it is necessary to differentiate itself from other destinations as put forward by Aaker (1991), and secondly people visiting the destination should also experience the promise associated with the brand message. The marketer must make sure to deliver the experience promised. Taking the example of Columbia, the brand associated is The only risk is wanting to stay. According to Buncle (2009), when a sightseer visits Columbia, he should want to prolonged his visit, only then the marketer could have the satisfaction of a successful destination brand. Additionally, Cai (2002) defined destination branding from a much similar perspective. He described destination brand as perceptions about a place as reflected by the associations held in tourist memory (Cai 2002, p. 273). His definition reflects that of R itchie and Crouch (2003) as both consider destination brands as an essence, a perception that tourists have when visiting a destination. However, Kerr (2006) considered the concept of competitiveness, the promise of a memorable travel experience and the recollection of pleasurable memories to derive his own definition. To summarize the concept of destination branding, De Chernatony McDonald (1992) commented that the concept of branding is increasingly being applied to people and places. Furthermore, Kotler et al (1999) argue that the concept of a brand name extends to tourist destinations. Acapulco, Palm Springs and the French Riviera have developed strong reputations, consumer perceptions and expectations. In similar ways, Virginia builds on Birthplace of Presidents, Mississippi on The Heart of Dixie, Niagara Falls is Romance, Greece is The Birthplace of Democracy and Florence The centre of the Renaissance. According to Kotler et al (1993), the concept of destination branding is linked to the specific attraction that the destination has to offer and is a platform for building a places image. Finally, the most comprehensive definition of destination branding to date was proposed by Blain et al (2005, p. 337), which includes both supply and demand perspectives: Destination branding is the set of marketing activities that (1) support the creation of a name, symbol, logo, word mark or other graphic that readily identifies and differentiates a destination; that (2) consistently convey the expectation of a memorable travel experience that is uniquely associated with the destination; that (3) serve to consolidate and reinforce the emotional connection between the visitor and the destination; and that (4) reduce consumer search costs and perceived risk. Collectively, these activities can help a destination have a positive influence on the visitor while the latter makes his choice of destination. The definition proposed by Blain et al (2005) covers all the needs and wants a traveler would want to have for his trip. To summarize, defining destination branding is a complex process as it is not only the marketing of a destination but also the sense of promise that the marketer would associate with the brand to all the potential visitors. It also encompasses the satisfaction the visitors would derive when experiencing the destination. COUNTRY BRAND VERSUS DESTINATION BRAND Not much research has been done till now to differentiate between a country brand and a destination brand. However according to Szondi (2007), the aim of destination branding is to attract visitors and boost tourism, while country branding promotes economic, commercial and political interests at home and abroad. Szondi (2007) further suggest that a country brand can consist of different brands, such as a destination brand, an export brand, an investment brand, a political brand, which can be all different rather than having a central, all-encompassing country brand. Some of these sub-brands can be stronger and more successful than others. He further argues that country brands have both intangible and tangible elements, such as the products or services of the particular country. The more specific aims of country branding are to create or advance the country-of-origin effect, to promote exports or attract investors or a skilled workforce. Country brands can serve as a sort of umbrella under which further sub-brands can be developed. Taking the case of Mauritius as example, it can be noted that its country brand is Mauritius- its a pleasure whilst its tourism brand is Les Iles Vanilles, on technological grounds, Mauritius has branded itself as Cyber- Mauritius and ecologically, the island has been termed as Maurice- Ile durable. Sub- brands are very important for a destination as it helps both investors and travelers to have an overview on the political, economical, social, technological, ecological and legal aspect of the destination. Another concrete example which shows an evidence of the difference is the case of India. The country brand of India is Incredible India, but several destinations of the country itself are branded separately. Table 2 clearly shows the difference between the country brand and the destination brand. Country brand Destination brands Table 2: Difference between a country brand and a destination brand REASONS DESTINATIONS DEVELOP BRANDS Research has proved that branding improve destination image among visitors and help Destination Marketing Organizations (DMOs), who are the stakeholders of the tourism industry of a destination, in measuring the success of that branding concept. Branding successes include the Courtyard by Marriott (Alford 1998), Forte Hotels (Connell 1994), and Florida (American Marketing Association 1997). In addition, the 1998 Annual Travel and Tourism Research Association conference has reported a number of destination branding success stories. These included New York, Tasmania, Australia, Canada, New Orleans, Lousiana, Texas, and Oregon. The branding success in the hospitality firms (Beirne 1999; Higley 1999; Hodge 1998; Salomon 1998) has also been recognized. Also, from a nation branding perspective, Hamilton (2000) viewed Scotland as uniquely strong in integrity, inventiveness, tenacity, and spirit. Henceforth, it can be concluded that all the studies stress the importance of reinforcing a uniq ue image and personality as well as differentiating the destination from competitors to be successful and to be a recognized destination and nation around the world. Additionally, according to Rainisto (2004), a successful brand is a key national asset that is why every nation brands itself. In other words, branding is considered as a marketing tool to promote a destination and in the process of developing a successful brand the place itself is developed. Brown et al (2002) took the example of Australia and the Sydney 2000 Olympics to describe such a development. Branding Australia as a whole has changed the perspectives of many. With the Sydney Olympic game, other countries and even the local population viewed Australia differently as the targeted group was satisfied with the Sydney Olympic and Australia brand image was boosted. To summarize, destinations develop brands to be economically stable and develop as well as exploit existing resources for the benefit of the destination itself. Moreover, destinations develop brands so that they can sell themselves by citing only category benefits. For example, several tropical destinations mostly islands like Jamaica, The Bahamas, Puerto Rico, Virgin Islands, Bermuda, Mexico and the Cayman Islands praise their clear blue water and white or pink or black sandy beaches to attract maximum number of tourists1. They sell fun, excitement or relaxation or the various activities that their destination offers with an added value of local culture which will outsmart the destination when compared to others as each destination has its own culture. Thus, it can be concluded that destinations develop brands to achieve fame and success by selling themselves to potential visitors. 1:http://www.stealingshare.com/pages/%20Destination%20Brand%20Development%20and%20Tourism%20Brand.htm DESTINATION IMAGE: The aim of destination branding is to put emphasis on the importance of a tourism brand and present the targeted market a favorable image of the mentioned brand according to Jalilvand et al (2010). It can therefore be understood that the image of a destination holds much importance and is considered as one of the key success factor brand. Moreover, Lin et al (2007) also agrees with the fact that destination image plays an important role in shaping tourists preferences and decisions to visit a particular destination. Henceforth, according to Morgan and Pritchard (1998), There is undoubtedly current interest in image. Image is exhorted as the defining experience of the decade, as the new reality. It is commonly recognized that destination image is, the sum of beliefs, ideas, and impressions that a person has of a destination (Crompton 1979, p. 18), it is also an important aspect in successful destination marketing (Tasci Gartner 2007). Some researchers relate destination image as one of the key component for the overall success of a destination in the field of tourism (Chen and Kerstetter 1999; Dadgostar and Isotalo 1992; Hunt 1975). Additionally, according to Echtner and Ritchie (1991), destination image is defined as not only the perceptions of individual destination attributes but also the holistic impression made by the destination (p. 8). Therefore destination image has proved to be a major factor in determining visitor choice (Lee, OLeary, and Hong 2002). The 3- Gap tourism destination image formation model: Moreover, as destination image has a great impact on the tourist behavior, researchers has been trying to identify the determinants that define, modify, and strengthen this concept (Tasci Gartner 2007). Therefore, past studies have considered destination image as a dependent variable suggesting that several factors play a role in the destination image formation (Alhemoud and Armstrong 1996; Bramwell and Rawding 1996; Gartner and Shen 1992; Gunn 1972; MacKay and Fesenmaier 1997; MacKay and Fesenmaier 2000; Smith and MacKay 2001; Sonmez, Apostolopoulos, and Tarlow 1999). Figure 1 below illustrates the destination image formation model and subsequently identifies those elements that have a direct influence on how the perceived destination image is formulated in the mind of the visitor. According to the diagram, there are three main types of destination image namely the cognitive, affective and the conative image that bridges the gap for a successful and effective destination image form ation which will eventually lead to a successful destination brand. FIGURE 1 THE 3-GAP TOURISM DESTINATION IMAGE FORMATION MODEL Figure 1: Adapted from Govers et al- 2007 Assurance of Quality According to Blain et al (2005) a recognized brand is an assurance for consumers who would generally derive satisfaction from that brand and trust that their expectations will be met. Viewed within a hospitality context, visitors will likely expect high-quality facilities and customer service at a renowned internationally recognized chain (brand) of hotels like the Oberoi Hotel Group as they are already acquainted with the service being provided by that particular firm. At the same time, visitors can also expect to pay a premium for this assurance of quality and reduction of perceived risk (Blain et al 2005). L. Berry (2000) states that a brand reduces customers perceived monetary, social, or safety risk in buying services, which are difficult to evaluate prior to purchase (p. 128). Henceforth, the image that a destination projects in the tourism market and its product offering as illustrated in the diagram above is primordial. DESTINATION AND BRAND PERSONALITY Furthermore, one of the other key factors for an effective destination brand is the personality of the destination. As places seek to become distinctive and unique in their own ways, destination personality is viewed as a possible means for understanding tourists perceptions of places and for designing a unique destination identity (Caprara et al 2001; Crask and Henry 1990; Morgan et al 2002, Triplett 1994). As we have seen in Table 1 above, Upshaw (1995) defined brand personality as human traits associated with the destination. Taking Dubai as an example, it is portrayed as a friendly, safe and virtually crime- free country and where hospitality has been a tradition for centuries2. 2:http://www.dubaitourism.ae/DubaiataGlance/WelcometoDubai/tabid/309/language/en US/Default.aspx BRAND PERSONALITY: In the tourism literature, the study of destination image has been of utmost importance during the past three decades, but destination personality has remained largely unexplored. However, since Aaker (1997) developed the Brand Personality Scale (BPS), which consists of five generic dimensions namely excitement, sincerity, competence, sophistication, and ruggedness, further studies on destination personality has been conducted and the brand personality dimensions have been applied to various destinations across different cultures to have a better overview on consumers opinion on that particular area and how it is being consumed by visitors (Aaker et al 2001; Supphellen and Grà ¸nhaug 2003). The brand personality of a destination must have the ability to provide a sense of uniqueness in the minds of the consumers which will in turn help to build and enhance brand equity (Keller 1993; Johnson et al 2000; Phau and Lau 2000). If a brand has a strong personality, consumers would be influ enced (Sirgy 1982; Malhotra 1988) and would tend to develop stronger emotional ties (Biel 1993), trust, and loyalty with the brand (Fournier 1998). DESTINATION PERSONALITY: Similarly to brand personality, a unique and emotionally attractive destination personality can influence the perceived image of a place and influence the choice of the tourist. For example, According to Crockett and Wood (2002), the rebranding of Western Australia has reflected another personality of the country. The destination was promoted as a premier nature-based tourism destination which in turn resulted in an increase in tourism. Although there has been little experimental investigations, destination personality has been adopted by many tourism academics at the conceptual level (Crockett and Wood 2002; Henderson 2000; Morgan et al 2002). For example, through an analysis done in a travel and tourism advertisement in the US travel media, Santos (2004) revealed that Portugal was represented with personality attributes such as contemporary, modern, sophisticated, and traditional. Morgan and Prichard (2002) observed that England was portrayed as being conservative, pleasant, refined, civilized, eccentric, and down to earth in the UK tourism media. Furthermore, Henderson (2000) revealed that the New Asia-Singapore brand composed of six personality characteristics namely cosmopolitan, youthful, vibrant, modern, reliability, and comfort. Moreover, destinations can be described using human personality traits, such as Europe is traditional and sophisticated; Wales is honest, welcoming, romantic, and down to earth; Spain is friendly and family oriented; London is open-minded, unorthodox, vibrant, and creative; and Paris is romantic (Morgan and Pritchard 2002). When choosing among competing products, consumers assess the degree of similarity between the personality traits communicated by the product (Plummer 1985) and by so doing; they reflect their own personality (Zinkhan et al 1996). Hence, a sportsman buying an energy drink like Red Bull will give the latter the impression that when consuming the drink, it would help him to be as strong as a bull. Therefore, there is both a physical and emotional consumption of the product. This notion is supported by Browns study (1992), which advocates that through tourism experience, there are symbolic as well as physical consumption of places. In contrast, whether the tourists have had a direct or indirect contact with the destination, perceptions of destination personality traits can be outlined (Plummer 1985). Destination send a variety of messages, most especially through advertising and tourists would receive and interpret those messages and form a personal opinion on the behavior of the destina tion. Personality traits can be associated with a destination in a direct way through citizens of the country, hotel employees, restaurants, and tourist attractions, or simply through the tourists imagery, defined as the set of human characteristics associated with the typical visitor of a destination (Aaker 1997). In an indirect manner, personality traits can be attributed to destinations through marketing programs such as cooperative advertising, value pricing, celebrities of the country, and media construction of destinations (Cai 2002). Accordingly, Ekinci and Hosany (2006) argued that, similar to consumer goods/brands, tourism destinations are rich in terms of symbolic values and personality traits, given that they consist of a bundle of tangible and intangible components (e.g., visitor attractions, hotels, and people) associated with particular values, histories, events, and feelings. Henceforth, it can be perceived as one of the key factors which contribute to an effective tourism destination brand. DESTINATION POSITIONING Another key aspect of an effective and successful destination brand is the positioning of the destination. In their classic book, Positioning: The Battle for Your Mind, Ries and Trout (1981) argued that the concept of positioning is not only applicable to a brand but also to a company, service, person, or even a place. A great number of researches have been conducted in the area of destination image and positioning (Gartner, 1989; Woodside et al., 1989; Woodside, 1990; Etchner and Ritchie, 1993; Chacko, 1997; Walmsley and Young, 1998; Botha et al., 1999). Most of the previous studies have followed the traditional approach to positioning that is based on image creation using a number of attributes that reflect the destinations most attractive products. Moreover, Etchner and Ritchie (1993) also believe that the image of a destination should be seen as having components that are attribute-based and holistic. They argued that an analysis of these attributes, integrated with personal variables such as the type of tourism needs sought, can help in identifying the relative strengths and weaknesses of the destination and can also contribute to identifying potential niche markets that could be used in developing the destinations positioning strategy. Buhalis (2000) also suggests, based on Butlers (1980) des tination life-cycle model as shown in Figure 2, that destinations at the later stage of their evolutionary development, that is the rejuvenation phase, should focus on alternative marketing strategies that support the image alteration, redesign or re-positioning of the tourism product. Figure 2: Adapted from Butler (1980) According to the figure above, the following represents: A: Exploration phase B: Involvement phase C: Development phase D: Consolidation phase E: Stagnation phase F: Decline/ Rejuvenation phase According to Butler (1980), each stage contributed to the expansion of tourism in the destination. However, the last phase namely decline/ rejuvenation phase recommend a repositioning and rebranding of the destination to boost the tourism level of the destination. Moreover, Trout and Rivkin (1996) believe that repositioning strategy becomes necessary when (1) Customer attitudes have changed; (2) Technology has overtaken existing products; and/or (3) Products have strayed from the customers long-standing perception of them. Furthermore, Crompton et al (1992) also suggested that, for effective positioning of a destination, the strong attributes that are perceived as important by visitors should be first identified. Also to be identified are other relevant attributes that are unique to the destination and capable of differentiating it effectively from its competitors in its ability to satisfy the customers needs. Consistent with this line of thought, Chacko (1997) in a study of the US tourism market combined the ten highest-ranked activities among Japanese tourists with their specific image attributes of the destination in order to get an indication of how to position the USA as a destination for Japanese visitors. Henceforth, the positioning of a destination is the process of establishing a distinctive place of that destination in the minds of potential visitors (Gartner, 1989). From the above, it can be concluded that to ensure success for the positioning strategy of a destination, it is imperative that the image of the destination and the specific product attributes that satisfy the customer should be identified. Authors such as Gunter and Furnham (1992), Sleight (1993) and Weinstein (1994) believe that markets are no longer as mass-oriented or colossal as they once were due to a change in visitors tastes and needs. Most tourists are in need for unique and unspoiled destinations. Therefore, as explained by Etchner Richie (1993), the measurement of the customers image of the tourism product and the satisfaction of the product attributes, combined with the identification of the tourist needs and desires in a tourist destination (Cho, 1998), can be perceived as factors leading to an effective destination positioning. BRAND EQUITY Apart from destination image, destination personality, destination positioning, another factor which can be considered as important for an effective brand is brand equity. Recently, much emphasis has been put in the tourism literature to the concept of brand equity (Ind 1997; Kapferer 1998; de Chernatony 1999; Aaker Joachimsthaler 2000). The Marketing Science Institute (1989) described brand equity in the perspective of customers as à ¢Ã¢â€š ¬Ã‚ ¦the value that is added by the name and rewarded in the market with better profit margins or market shares. It can be viewed by customers and channel members as both a financial asset and as a set of favorable associations and behaviors. Keller (2002) also defines brand equity from a customers perspective. He explained that an identifiable brand would urge customers to respond favorably to the product. On the other hand, from a managerial perspective, Aaker (1991) defined brand equity as a set of brand assets and liabilities linked to a brand, its name and symbol add to or subtract from the value provided by a product or service to a firm and/or that firms customers. He stated that the assets and liabilities linked to a brands name or symbol can be grouped into five dimensions namely brand loyalty, brand awareness, perceived quality, brand associations, and other proprietary brand assets. He suggested that brand equity can be generated by strengthening those dimensions. Besides, Faircloth (2001) stated that recent definitions of brand equity have evolved and include the added value of name and expand to a broad set of attributes that drives customer choice. He also argued that brand equity actually represents a products position in the minds of consumers in the marketplace. Nevertheless, researches on the brand equity concept and its dimensions have been mostly investigated within products and services context; the brand equity concept within a tourism destination context is currently in its infancy (Konecnick Gartner, 2007; Pike, 2007). CONCLUSION: Branding has evolved from product brand to destination brand. However, destination branding is far more complex than branding itself. There are four key factors in the literature review that have been developed. These are destination image, destination personality, destination positioning and finally brand equity. Yet, destination image is still considered as one of the most important aspect for an effective brand. Moreover, the 3-gap tourism destination image formation model is an integral tool for marketers have a better insight of the loopholes that should be tackled when promoting a place. Henceforth, whenever any DMO want to create an effective brand, the four key brands must be given due priority.