The Japanese American No-No Boys in World War II

The Japanese American No-No Boys in World War II To comprehend who the No-No Boys were, it’s first important to comprehend the occasions of World War II. The United States government’s choice to put in excess of 110,000 people of Japanese starting point into internment camps without cause during the war marks one of the most shocking sections in American history. President Franklin D. Roosevelt marked Executive Order 9066 on February 19, 1942, about a quarter of a year after Japan assaulted Pearl Harbor. At that point, the government contended that isolating Japanese nationals and Japanese Americans from their homes and vocations was a need in light of the fact that such individuals represented a national security danger, as they were as far as anyone knows liable to scheme with the Japanese domain to design extra assaults on the U.S. Today students of history concur that prejudice and xenophobia against individuals of Japanese heritage following the Pearl Harbor assault incited the official request. All things considered, the United States was likewise at chances with Germany and Italy during World War II, however the national government didn't structure mass internment of Americans of German and Italian source. Lamentably, the bureaucratic government’s offensive activities didn't end with the constrained clearing of Japanese Americans. Subsequent to denying these Americans of their social equality, the administration at that point approached them to battle for the nation. While some concurred in order to prove their faithfulness to the U.S., others can't. They were known as No-No Boys. Attacked at the ideal opportunity for their choice, today No-No Boys are to a great extent saw as legends for confronting an administration that denied them of their opportunity. A Survey Tests Loyalty The No-No Boys got their name by responding to no to two inquiries on an overview given to Japanese Americans constrained into inhumane imprisonments. Inquiry #27 posed: â€Å"Are you ready to serve in the military of the United States on battle obligation, any place ordered?† Inquiry #28 posed: â€Å"Will you swear unfit loyalties to the United States of America and reliably guard the United States from any or all assault by outside or household powers, and renounce any type of faithfulness or compliance to the Japanese sovereign, or other remote government, power or organization?† Insulted that the U.S. government requested that they pledge unwaveringness to the nation after egregiously damaging their common freedoms, some Japanese Americans wouldn't enroll in the military. Straight to the point Emi, an internee at the Heart Mountain camp in Wyoming, was one such youngster. Irritated that his privileges had been stomped all over, Emi and about six other Heart Mountain internees shaped the Fair Play Committee (FPC) in the wake of accepting draft takes note. The FPC pronounced in March 1944: â€Å"We, the individuals from the FPC, are not reluctant to do battle. We are not hesitant to hazard our lives for our nation. We would readily forfeit our lives to ensure and maintain the standards and beliefs of our nation as set out in the Constitution and the Bill of Rights, for on its sacredness depends the opportunity, freedom, equity, and assurance surprisingly, including Japanese Americans and all other minority gatherings. Be that as it may, have we been given such opportunity, such freedom, such equity, such insurance? NO!† Rebuffed for Standing Up For declining to serve, Emi, his individual FPC members, and in excess of 300 internees at 10 camps were indicted. Emi served year and a half in a government prison in Kansas. The heft of No-No Boys confronted three-year sentences in a government prison. Notwithstanding lawful offense feelings, internees who would not serve in the military confronted a reaction in Japanese American people group. For instance, pioneers of the Japanese American Citizens League portrayed draft resisters as backstabbing quitters and reprimanded them for giving the American open the possibility that Japanese Americans were unpatriotic. For resisters, for example, Gene Akutsu, the backfire took an awful close to home cost. While he just responded to no to Question #27-that he would not serve in the U.S. military on battle obligation any place requested he at last disregarded the draft saw got, bringing about him serving over three years in a government jail in Washington state. He left jail in 1946, however that wasn’t soon enough for his mom. The Japanese American people group alienated her-in any event, advising her not to appear at chapel on the grounds that Akutsu and another child challenged resist the government. â€Å"One day everything got to her and she took her life,† Akutsu revealed to American Public Media (APM) in 2008. â€Å"When my mom died, I allude to that as a wartime casualty.â€Å" President Harry Truman acquitted the entirety of the wartime draft resisters in December 1947. Accordingly, the criminal records of the youthful Japanese American men who would not serve in the military were cleared. Akutsu disclosed to APM he wished his mom had been around to hear Truman’s choice. â€Å"If she had just lived one more year longer, we would have had a freedom from the president saying that we are on the whole alright and you have all your citizenship back,† he clarified. â€Å"That’s all she was living for.† The Legacy of the No-No Boys The 1957 novel No-No Boy by John Okada catches how Japanese American draft-resisters languished over their insubordination. In spite of the fact that Okada himself really addressed yes to the two inquiries on the steadfastness survey, enrolling in the Air Force during World War II, he talked with a No-No Boy named Hajime Akutsu after finishing his military assistance and was moved enough by Akutsu’s encounters to tell his story.​ The book has deified the enthusiastic unrest that No-No Boys suffered for settling on a choice that is currently to a great extent saw as gallant. The move in how No-No Boys are seen is to some degree because of the bureaucratic government’s affirmation in 1988 that it had wronged Japanese Americans by interning them without cause. After twelve years, the JACL apologized for broadly attacking draft resisters. In November 2015, the melodic Allegiance, which accounts a No-No Boy, appeared on Broadway.

Television and Media Essay - TV, Violence, and Censorship :: Argumentative Persuasive Topics

TV, Violence and Censorship Society has been shelled with viciousness from the earliest starting point of time. These worries about savagery in the media have been around path before TV was even presented. By the by, there have been various examinations, research, and meetings done throughout the years on TV, however the issue despite everything remains. Analysts do recognize that viciousness depicted on TV is a potential peril. One issue is clear however, our emphasis on TV savagery ought not remove consideration from other noteworthy reasons for viciousness in our nation, for example, drugs, lacking child rearing, accessibility of weapons, joblessness, and so forth. It is difficult to give an account of how vicious TV impacts society, since TV influences various individuals in various manners. There is a huge issue with viciousness on TV that we as a general public will need to recognize and confront. First it was papers that were thought to cause adolescent wrongdoing. At that point in the 1920's the film screen moved around, and its savage substance frightened many. Following World War II, viciousness and ruthlessness in comic books was a gigantic worry in our general public. At that point came the TV, a staple in American families around 1960. When the TV was presented a ton of inquiries were raised over what impact this may have on youngsters. Would it degenerate them, or make them progressively ready to manage this present reality around them? Would it change their personal conduct standards? Would it help or obstruct their turn of events? As right on time as 1958 examinations were being directed of the impacts of TV on kids. During this time, the specialists found that the vast majority of the TV content was very brutal. In practically 50% of the TV hours observed, the projects principle center contained viciousness. The regular subject that was seen all through the projects were wrongdoing, shooting, battling, and murder. The all inclusive meaning of viciousness utilized was, Any plain portrayal of the utilization of physical power, or the believable danger of such power, to plan to genuinely hurt an energized being or gathering of creatures. In this examination, Wilbur Schramm reasoned that under certain conditions, some brutal TV could impact a few kids. Generally, most TV is neither useful or destructive to most children under most conditions. As should be obvious this end hushes up dubious, and doesn't give a ton of critical data for us to address and improve. Schramm and his partners thought of an answer for gua rdians to give a warm, cherishing, secure family condition for their kids, and they would have little to stress over.

The Right Essay Samples Is Key to Writing a Good College Essay

The Right Essay Samples Is Key to Writing a Good College EssayFinding a good college essay samples is not a difficult task to do. The important thing to remember is that you want to present the author's point of view, so you should begin by focusing on the title of the piece. This is something that you should spend a lot of time on and it is also a good idea to begin with one topic in mind.A lot of college students spend a lot of time and effort just to get enough work done for their class assignments. Therefore, they will usually hire a ghostwriter to help them write their college essay. If you don't have a friend or family member who has been through this type of situation, then you may want to consider using a ghostwriter yourself. Here are some tips to get you started.The first thing that you need to focus on is the major portion of the essay. The key point or concept of the essay should be highlighted in the first paragraph. You can either write it yourself or hire a ghostwriter to write the title. When you use a ghostwriter, your main focus should be on the main idea of the piece.Another thing that you should focus on is the middle of the paragraph. This is where the main idea of the entire piece is stated. Of course, the essay doesn't have to be an essay that is two hundred words long. Just as long as you state your main point clearly and you clearly spell out what your piece is about, then you will be able to complete the rest of the document.Once you have accomplished the middle of the piece, you need to begin your college essay samples. Start by writing one sentence that is related to the first sentence that you used in the first paragraph. This is not necessary, but it can be helpful. In most cases, this sentence is one that starts your entire essay.Next, write a short list of major ideas or points. This can be the point of your entire piece. It doesn't need to be anything too complex, but it does need to be a good idea.After you have written your fi rst paragraph and one major idea in the middle of the piece, you can then start your college essay samples. Start writing the title and the rest of the essay will follow in order from there. You should simply keep writing until the paper is complete.Writing college essays isn't easy, especially when you are a college student. You don't want to spend too much time writing your papers, because you may find that it is more difficult than you thought. It is important to know what to write and how to present your thoughts.

Drinking Alcohol Essay - 1379 Words

Drinking Alcohol Alcohol can and does kill millions of people. It can effect your brain and make you shake, lose all your senses, and kill off your brain cells. It also can cause your liver to deteriorate and not function properly. Liver transplants are hard to come by and do not happen often, if your liver goes out you do not have many chances of living much longer. You could also choke on your puke and die. Drinking too much alcohol can kill you, but millions of people consume mass amounts daily. College students drink and party a great amount. The average student drinks at least three nights a week and that is the weekend. Most sororities and fraternities encourage drinking. The fraternities make their pledges drink and the†¦show more content†¦I do not know how those kids do it, but hopefully they will realize it someday. In my experience in college, I have realized that alcohol has had a very bad impact on my choices and academics. Although my grades this semester have improved from last semester, I have not picked up a book in two weeks. I went to Arizona to visit this guy that I know from high school and all I did was drink when I was there. Once I returned, I had to work and I have also had a lot of stupid things to deal with ever since. Somehow I managed to drink thursday, friday, and saturday. Each night I did not get home until around four or five in the morning. I do not know how I did it, but I made it to class on friday. I do not feel as if I have a drinking problem because I know I do not need it to have a good time. I am shy and when I drink I do not feel shy anymore and just walk up to random people and talk to them. It is really hard for me to make friends when I am sober because I choke up and can not think of anything to say. Also, I can not dance but when I am drunk I have so much fun dancing and laughing with my friends and the people I meet. Somehow alcohol is easily available and people want to drink with me so that is how it usually starts. There are many bad situations where I feel could have been avoided if I had not been drunk. I think that I need to get back in the habit of doing allShow MoreRelatedDrinking Alcohol And Alcohol Abuse952 Words   |  4 PagesEveryday around the world alcoholics attempt to quit drinking, with many succumbing to addiction once more. Alcohol can be highly addictive and plaguing the lives of alcohol abusers. When alcoholics do attempt to quit drinking alcohol, they go through various withdrawal symptoms that complicates the road to sobriety. Quitting alcohol is far from a simple process and will require initiative and perseverance. Although many attempt to quit alcohol by simply by going â€Å"cold turkey,† there are various stepsRead MoreThe Problem Of Drinking Alcohol868 Words   |  4 Pagesatrocities. From puberty to adolescence this becomes increasingly harder as things like alcohol consumption enters the discussions of the growing minds of our youth. any believe that people at age 18 should be able to drink alcohol because it will prevent them from drinking it excessively. However, at any age under 21, alcohol consumption can poison their physical and psychological growth. Therefore, the drinking age should remain at 21. Many like to make the argument that if you can die for yourRead MoreThe History of Drinking Alcohol in America2758 Words   |  11 Pages In early America drinking alcohol was as common as eating. The water was not always clean and pure so people drank alcohol instead to be sure they wouldn’t catch any illnesses running through the water. This was until physicians realized how dangerous alcohol was and writers started to advertise alcohol as a poison. The next thing you know there are people against alcohol and many communities were being divided into people who drink and the people who don’t drink. This is when The Temperance movementRead MoreThe Effects Of Alcohol Drinking Alcohol On Children1219 Words   |  5 PagesAlcohol has always been around in our lifetimes. If you enjoy it now then what if you had it at an earlier age? What if your parents allowed you to drink it? What if your children could drink it without any problems. Alcohol by itself is not dangerous at all if consumption is regulated and drinking responsibly. Each day, it seems more and more incidents involving the influence of alcohol o r being drunk are occurring more often. That creates a very negative image of alcohol, and minors could be educatedRead MoreDrinking Alcohol Is Socially Acceptable?963 Words   |  4 PagesDrinking alcohol is socially acceptable almost everywhere you go, although many people fail to see the substantial effects or choose to ignore them completely. Alcohol is commonly known to create feelings of euphoria or is often used as a substance to cure feelings of depression, stress, and anxiety. For whatever reasons one might have to consume alcohol, the side effects need to become of realization to consumers. An understanding of feasible outcomes need to be informed to those who might not realizeRead MorePros and Cons of Drinking Alcohol1305 Words   |  6 PagesAlcohol abuse is the most common problem, nowadays. In fact, majority of people drink alcohol repeatedly to the point where they have difficulty to stop. Statistics show that, as much as, â€Å"40% of college students report drink ing five or more drinks in one episode† (Walters Baer, 2006). Alcohol has become more popular over the years as advertisements, simultaneously with commercials of it, filled the media. It also is easily accessible and cheap in comparison to other psychoactive substances. OnRead MoreShould There Be Legal Age For Drinking Alcohol? Essay750 Words   |  3 PagesShould there be legal age for drinking alcohol? there is always a question that why alcohol is not banned .alcohol have destroyed many lives and it is still destroying .youngsters find it cool to drink alcohol so they get easily get attracted to it .when a person drinks alcohol he loses his control on himself .if a person is alcoholic the chances a person can commit crime increases. Alcohol should be ban because it is destroying our youngsters, health and psychological. Alcohol is the worst a person canRead MoreEffects Of Drinking Too Much Alcohol1496 Words   |  6 PagesSide Effects Of Drinking Too Much Alcohol We all know the power and influence alcohol can have over our minds and for many it has become so deep-rooted in our life’s that a gathering is almost always associated with drinking. Many of us don’t think about the negative side effects that drinking too much alcohol at once or long-term, has on our bodies. So how much alcohol, is too much alcohol? According to the National Institute on Alcohol Abuse and Alcoholism (NIAAA) moderate drinking, is no more thanRead MoreThe Effects Of Alcohol And Teen Drinking1069 Words   |  5 PagesDryden-Edwards (2), teenage drinking is widespread, and teenagers believe that it is acceptable. But, teenagers’ bodies are still developing. They fail to realize that consuming alcohol places them in danger  for numerous issues.   Consuming alcohol is more widespread among teenagers than most realize. Alcohol and Teen Drinking (1) reports that three-fourths of seniors,  a little over two-thirds of Sophomores, and two out of f ive 8th graders have experimented with alcohol. With rising statistical informationRead MoreAlcohol and Teen Drinking Essay2212 Words   |  9 Pages Alcohol use among American teenagers is a problem of epidemic proportions. Alcohol is a drug -- the drug of choice of adolescents and adults. Abuse of this drug Is responsible for death and injury in automobile accidents, physical and emotional disability, loss of productivity amounting to millions of dollars annually, deterioration of academic performance, aggressive and disruptive behavior causing problems with family and friends, and individual financial ruin. It also is the primary cause of

The Importance Of The American Dream - 918 Words

As long as America has existed, there has been a constant belief that everyone will be rewarded for their hard work through the American Dream, but for one American, Lilly Ledbetter, success has not always come that easily. While working for GoodYear, Ledbetter learned that she was earning less money than her male counterparts. In addition, she was being sexually harassed by her coworkers and punished with poor reviews when she did not comply with their suggestions. As a result, even though Ledbetter worked just as much, if not more, than her male co workers, she was not rewarded as the Dream promises. There have been many factors over the course of history that have threatened the American Dream. Stereotypes and racism have long existed†¦show more content†¦Less respect is given to such jobs by the majority of Americans, so although there is nothing wrong with choosing to work in this job if it is enjoyable, those who do chose to are looked down upon for their choice and cl assified as the lower class. This limits the opportunities of these citizens because although they may be just as skilled as any other citizen, their abilities are dismissed because they work in an assumedly racially typical job. Another common judgment that limits the opportunities of Americans is that black youth are inherently troublemakers, and do not possess the drive to be successful. A large population of Americans view black youth in such a way after seeing a poor representation of the race, such as through gangs or criminal activity. However, these gangs only represent a small population of African-American youth. Since these children are automatically dismissed as citizens who are not driven to succeed, they do not receive the support and encouragement vital to success. Furthermore, police brutality and white supremacist rallies also pose a challenge to the American Dream for people of color because they threaten the safety of American lives and create opposition towards ordinary Americans solely because of the color of their skin. Although numerous white American citizens argue that police brutality is not a growing problem and white supremacy rallies should just be ignored, both threaten theShow MoreRelatedThe Importance Of The American Dream918 Words   |  4 Pagesthere are some individuals who want the American dream, such as non-Americans. Even though immigrants essentially founded the American dream as the thirteen colonies expanded, current bans preventing entry from certain countries and regulations attempting to deport others seem to rip that dream out of their grasp. 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According to Dictionary.com, the American dream is the ideals of opportunity, freedoms, and equality for all Americans. The American dream can no longer be attained for many reasons, but one big reason would be that people of this generation’s interests are not the same of those ofRead MoreThe Importance Of The American Dream1363 Words   |  6 Pages its possible to achieve the American dream.† -Tommy Hilfiger. What is the American dream? How is it possible to achieve the American dream if there are large corporations ruining it for the companies trying to reach such dream? The American dream consists of the ideal that every US citizen should have an equal opportunity to achieve success and prosperity through hard work , determination, and initiative. What about those who are starting a new business whose dream is to become a large organizationRead MoreThe Importance Of The American Dream1231 Words   |  5 Pageswanted to be successful and powerful. The American Dream or the idea that everyone in the U.S. has an equal opportunity to succeed has been around since 1931. The problem with the American dream today is that in reality people don’t have the same opportunities as they used to. The American Dream may actually just be a dream with no real evidence to prove it’s true. Rana Foroohar, author of â€Å"What Ever Happened to Upward Mobility,† discusses why the American Dream isn’t the same as it used to be and howRead MoreThe Importance Of The American Dream1057 Words   |  5 Pagesthis country today don’t believe that the American dream is alive. Fifty-nine percent of those polled in June agreed that â€Å"the American dream has become impossible for most people to achieve. More and more Americans believe there is â€Å"not much opportunity† to get ahead†(Alternet). Many adults of the middle and lower classes American population no longer the American dream is no longer attainable because most if not all of the key elements of the American dream are no longer attainable. With financialRead MoreThe Importance Of The American Dream1732 Words   |  7 PagesTo achieve the American Dream, one must work hard and have the dedication to be successful. There are myths relating to this dream leaving lower class members to wonder if the dream exists for them. People in lower class are told if they want to be successful they must put in hard work and true effort. Once they do, they see that they are remaining in the same position they started in. In â€Å"Class of America-2012,† Gregory Mantsios states the ideas of class in the US and explains them. One myth addressedRead MoreThe Importance Of The American Dream773 Words   |  4 PagesThe American dream has changed drastically thru our history. Back in the 1950 and 1960 the American dream was to have the house with the white picket fence and the 2  ½ kids. Now the dream for a lot of people is to be able to pay their bills and maybe have enough money to go out for a nice little dinner that you did not have to cook yourself. The American dream is dead, it is because the concept has changed from the idea that everyone can improve their life through hard work to the idea that everyoneRead MoreThe Importance Of The American Dream1628 Words   |  7 PagesThe American Dream, an ideal first defined by James Truslow Adams in the 1931 novel Epic of America. Adams (1931) defined the dream as, The American Dream is that dream of a land in which life should be better and richer and fuller for everyone... (p. 214). The dream of our ancestors has not changed with the passage of time, but achieving the dream has become much more difficult for the average Americ an. Reviewing data compiled the last few decades paints a bleak picture, wage disparities have

Aims of the Participants and the Peacemakers Wilson and...

11th Grade IB DP History (SL) | Research Paper | Aims of the participants and the peacemakers : Wilson and the 14 points. | Word Count: 1495 | I. Introduction On January 8, 1918, during the Joint Session of the American Congress, Thomas Woodrow Wilson, announced his Fourteen Points to try to ensure permanent peace, bring a speedy end to the World War I (WWI) avoid another cataclysmic conflict as such.[1A] The other allied powers tacitly and cautiously accepted Wilson’s plan as a template for the postwar treaty. It was on the back of the Fourteen Points that Germany and her allies agreed to an armistice in November 1918. However, due to specific aims of numerous nations in post-war period, the terms of Treaty of Versailles, that were†¦show more content†¦C. The Measures Incorporated The principle behind the formation of his Fourteen points was to ensure that the conditions that gave rise to WWI and the conflict in Europe wouldn’t happen again. Thus, the Points included measures such as the elimination of secret alliances, reduction of armaments in various nations, clarification of the national borers based on self-determination and the formation of an international forum which could ensure solving conflicts in a peaceful, non-aggressive, just and transparent way. Wilson also made proposals that would ensure world peace in the future, such as freedom of seas, removal of economic barriers between nations and the promise of ‘self-determination’ for those oppresses minorities and a world organization that would provide a system of collective security for all nations. [Ap. 1] It was on the back of the Points that the Germans and its allies agreed to sign the Armistice in November 1918. IV. The Paris Peace Conference Commenced on January 18th 1919, it was the meeting of the victorious allied powers after the signing of the Armistices and declaration of the end of WW1. It involved diplomats of more than 28 countries; however the most dominant in the conference were the British, the French, the Italians and the Americans, dubbed the â€Å"Big Four†. TheShow MoreRelatedBric Analysis Essay11111 Words   |  45 PagesBRICs club. On issues of style, inclusion, and distributive justice, Brazil reliably sides with the ‘‘South.’ Yet its core public policy instincts ’ embrace familiar ‘‘Northern’’ preferences: liberal, and mixed-capitalist, democracy. Polity (2010) 42, 14–37. doi:10.1057/pol.2009.15; published online 7 December 2009 Keywords BRICs; Brazil; global governance; democracy; power transition; emerging powers Leslie Elliott Armijo is a visiting scholar at the Mark O. Hatfield School of Government, PortlandRead MoreRastafarian79520 Words   |  319 PagesRastafarian view of Babylon and the Rastafarian development of a distinct culture as a response to life on the underside of a society shaped by the history of plantation slavery and organized around Europeanderived values and institutions. The chapter points out that the Rastafarian response to the oppression and alienation of the Jamaican situation is in essence an attempt to create a cultural alternative based on the re-appropriation of an African identity. I include this chapter for two reasons.Read MoreProject Mgmt296381 Words   |  1186 Pages2.5 Schedule and cost variance Developing a Project Plan 4.2.2 Planning tools 6.2 Sequence activities [1.2] 6.5.1 Bar and milestone charts 6.5.2 Critical path method (.2) 6.5.2.6 Lead and lag activities [6.2.3] F.3 Project duration Chapter 14 Project closure Closure report 4.5.1.4 Organization processes (.5) [4.5.3 4.6.3.2] 4.6.1 Administrative tasks (.3) [3.7.1, 12.4] 10.3.3.1 Lessons learned [8.3.3.4] 9.4.2.2 Individual performance appraisals Chapter 7 Managing Risk

Current Status of Malaria Vaccinology Essay Example For Students

Current Status of Malaria Vaccinology Essay In order to assess the current status of malaria vaccinology one must first takean overview of the whole of the whole disease. One must understand the diseaseand its enormity on a global basis. Malaria is a protozoan disease of which over 150 million cases are reported perannum. In tropical Africa alone more than 1 million children under the age offourteen die each year from Malaria. From these figures it is easy to see thateradication of this disease is of the utmost importance. The disease is caused by one of four species of Plasmodium These four are P. falciparium, P .malariae, P .vivax and P .ovale. Malaria does not only effecthumans, but can also infect a variety of hosts ranging from reptiles to monkeys. It is therefore necessary to look at all the aspects in order to assess thepossibility of a vaccine. The disease has a long and complex life cycle which creates problems forimmunologists. The vector for Malaria is the Anophels Mosquito in which the lifecycle of Malaria both begins and ends. The parasitic protozoan enters thebloodstream via the bite of an infected female mosquito. During her feeding shetransmits a small amount of anticoagulant and haploid sporozoites along withsaliva. The sporozoites head directly for the hepatic cells of the liver wherethey multiply by asexual fission to produce merozoites. These merozoites can nowtravel one of two paths. They can go to infect more hepatic liver cells or theycan attach to and penetrate erytherocytes. When inside the erythrocytes theplasmodium enlarges into uninucleated cells called trophozites The nucleus ofthis newly formed cell then divides asexually to produce a schizont, which has6-24 nuclei. Now the multinucleated schizont then divides to produce mononucleated merozoites. Eventually the erythrocytes reaches lysis and as result the merozoites enterthe bloodstream and infect more erythrocytes. This cycle repeats itself every48-72 hours (depending on the species of plasmodium involved in the originalinfection) The sudden release of merozoites toxins and erythrocytes debris iswhat causes the fever and chills associated with Malaria. Of course the disease must be able to transmit itself for survival. This is doneat the erythrocytic stage of the life cycle. Occasionally merozoitesdifferentiate into macrogametocytes and microgametocytes. This process does notcause lysis and there fore the erythrocyte remains stable and when the infectedhost is bitten by a mosquito the gametocytes can enter its digestive systemwhere they mature in to sporozoites, thus the life cycle of the plasmodium isbegun again waiting to infect its next host. At present people infected with Malaria are treated with drugs such asChloroquine, Amodiaquine or Mefloquine. These drugs are effective at eradicatingthe exoethrocytic stages but resistance to them is becoming increasing common. Therefore a vaccine looks like the only viable option. The wiping out of the vector i.e. Anophels mosquito would also prove as aneffective way of stopping disease transmission but the mosquito are alsobecoming resistant to insecticides and so again we must look to a vaccine as asolutionHaving read certain attempts at creating a malaria vaccine several points becomeclear. The first is that is the theory of Malaria vaccinology a viable concept?I found the answer to this in an article published in Nature from July 1994 byChristopher Dye and Geoffrey Targett. They used the MMR (Measles Mumps andRubella) vaccine as an example to which they could compare a possible Malariavaccine Their article said that simple epidemiological theory states that thecritical fraction (p) of all people to be immunised with a combined vaccine(MMR) to ensure eradication of all three pathogens is determined by theinfection that spreads most quickly through the population; that is by the ageof one with the largest basic case reproduction number Ro. In case the of MMR this is measles with Ro of around 15 which implies that p 1-1/Ro0.93Gupta et al points out that if a population of malaria parasite consists of acollection of pathogens or strains that have the same properties as commonchildhoodviruses, the vaccine coverage would be determined by the strain withthe largest Ro rather than the Ro of the whole parasite population. Whileestimates of the latter have been as high as 100, the former could be much lower. Product Analysis Clinique 3 Step System EssayFinally we reach the last and by far the most promising, prevalent andcontroversial candidate vaccine. This I found continually mentioned throughoutseveral scientific magazines. Science (Jan 95) and Vaccine (95) were twowhich had no bias reviews and so the following information is taken from these. The vaccine to which I am referring to is the SPf66 vaccine. This vaccine hascaused much controversy and raised certain dilemmas. It was invented by aColombian physician and chemist called Manual Elkin Patarroyo and it is thefirst of its kind. His vaccine could prove to be one the few effective weaponsagainst malaria, but has run into a lot of criticism and has split the malariaresearch community. Some see it as an effective vaccine that has proven itselfin various tests whereas others view as of marginal significance and say morestudy needs to be done before a decision can be reached on its widespread use. Recent trials have shown some promise. One trial carried by Patarroyo and hisgroup in Columbia during 1990 and 1991 showed that the vaccine cut malariaepisodes by over 39 % and first episodes by 34%. Another trail which wascompleted in 1994 on Tanzanian children showed that it cut the incidence offirst episodes by 31%. It is these results that have caused the rift withinresearch areas. Over the past 20 years, vaccine researchers have concentrated mainly on theearly stages of the parasite after it enters the body in an attempt to blockinfection at the outset (as mentioned earlier). Patarroyo however, took a morecomplex approach. He spent his time designing a vaccine against the more complexblood stage of the parasite stopping the disease not the infection. Hisdecision to try and create synthetic peptides raised much interest. At the timepeptides were thought capable of stimulating only one part of the immune system;the antibody producing B cells whereas the prevailing wisdom required T cells aswell in order to achieve protective immunity. Sceptics also pounced on the elaborate and painstaking process of eliminationPatarroyo used to find the right peptides. He took 22 immunologicallyinteresting proteins from the malaria parrasite, which he identified usingantibodies from people immune to malaria, and injected these antigens intomonkeys and eventually found four that provided some immunity to malaria. Hethen sequenced these four antigens and reconstructed dozens of short fragmentsof them. Again using monkeys (more than a thousand) he tested these peptidesindividually and in combination until he hit on what he considered to be thejackpot vaccine. But the WHO a 31% rate to be in the grey area and so there isstill no decision on its use. In conclusion it is obvious that malaria is proving a difficult disease toestablish an effective and cheap vaccine for in that some tests and inconclusiveand others while they seem to work do not reach a high enough standard. Buthaving said that I hope that a viable vaccine will present itself in the nearfuture (with a little help from the scientific world of course). Category: Science

Effects of Same Sex Marriage to the Society

According to Studies done concerning homosexuality in 1974 by some America psychologist, homosexuality was said to be an emotional confusion rather than a way of displaying sexual terms.Advertising We will write a custom essay sample on Effects of Same Sex Marriage to the Society specifically for you for only $16.05 $11/page Learn More One person gets psychologically, physically and emotionally aroused by another person and this did not last for long, since it was suitable for same sex partners sharing the remaining part of their lives mutually for a short period. Therefore, the paper will seek to elaborate on the effects of same sex marriage to the society. The number of children being raised in the available families has reduced leading to a declining population and society is consequently affected, as it needs constant population growth to operate normally. Homosexuality speeds us on the way towards more frequent out-of-wedlock birth (Sprigg and Daile y, 4). The lesbians are likely to raise a fatherless family than male couples as they can get children from donated sperms. These would make children experience the negative effects of being fatherless like early pregnancy in females and youth incarceration. The male couples raise adopted children without a mother to care for them. They are poorly raised, and uncovered to possible sex groups to mockery from others. Every taxpayer is forced to support financially homosexuality. Every employer and employee is required to present spousal benefits to homosexual couples through the tax they pay. The spousal fee will be slightly higher as homosexuals need constant health check expenses. These couples spend a lot in health care and they are more exposed to sexually transmitted diseases due to their high number of sexual partners. There are believes that any person disapproving homosexual relationship will risk being sued, or fired from work and this sacrifices their freedom of speech. The education administrators are teaching kids about homosexuality, and encourage them in both kinds of marriages.Advertising Looking for essay on social sciences? Let's see if we can help you! Get your first paper with 15% OFF Learn More Schools are teaching about homosexual as they do for heterosexual. At homes, it is hard for heterosexual parents to mould their children against it. That is why their freedom in religion will be violated. Churches or non-profit making organization and religious psychologists, marriage counselors and social workers may be denied their exemption from taxing or licensing respectively in case they discriminate against homosexual. Homosexual is disappointing people to marry legally and it is cheering sex between multiple partners, thus ruining the faithfulness in marriage. The number of the same sex partners that have legally declared married its very low. For the homosexual males, sex with multiple partners is tolerated and expected. With stu dy, showing there is an average of eight sexual partners per year of a homosexual man with steady partner (Sprigg, 3). This would even threaten the heterosexual relationships leading to a decline in fidelity and cause sky rocketing family dissolutions. In conclusion, the paper has discussed the effects of same sex marriage in the society. Same sex has made people demand for polygamy rights, whereby people feel that if their choice of spouse cannot be limit based on sex of ones partner, then they see it being unfair on how their spouses should be limited on number. Therefore, if anyone terms homosexuality as anything else than marriage, it would be right. Throughout history, marriage is meant to be a legal contract between man and woman in which there is emotions, sexual fidelity and child rearing. Nevertheless, homosexuality has changed this. It has redefined all the moral and social rules attached to it. Works Cited Sprigg, Peter. Outrage: how gay activists and liberal judges are t rashing democracy to redefine marriage. Washington, DC: Regnery Publishing, 2004. Print.Advertising We will write a custom essay sample on Effects of Same Sex Marriage to the Society specifically for you for only $16.05 $11/page Learn More Sprigg, Peter and Dailey, Timothy. Getting It Straight: What the Research Shows about Homosexuality. Washington, D.C.: Family Research Council, 2004. Print. This essay on Effects of Same Sex Marriage to the Society was written and submitted by user Raymond Miller to help you with your own studies. You are free to use it for research and reference purposes in order to write your own paper; however, you must cite it accordingly. You can donate your paper here.

Beat or Beatnik essays

Beat or Beatnik essays Beats and Beatniks - two terms, conventionally related, but worlds apart in actuality. They represent almost total opposites and yet they are linked in the American conciousness in as intimate a way as possible. And what better way to study something than by comparing it to its opposite? And in that study we shall find and define two roles that, though entwined, are drastically different. The term beat was first used by Jack Kerouac in 1948 while talking to his friend Clellon Holmes: "So I guess you might say we're a beat generation." Holmes later wrote an article for the New York Times Magazine, entitled "The Beat Generation," saying: "The origins of the word 'beat' are obscure, but the meaning is only too clear to most Americans. More than mere weariness, it implies the feeling of having been used, of being raw. It involves a sort of nakedness of mind, and, ultimately, of soul; a feeling of being reduced to the bedrock of consciousness. In short, it means being undramatically pushed up against the wall of oneself. A man is beat whenever he goes for broke and wagers the sum of his resources on a single number; and the young generation has done that continually from early youth." ('This Is the Beat Generation':Despite its excesses, a contemporary insists, it is moved by a desperate craving for affirmative beliefs. By CLELLON HOLMES. New York Times. New York, N.Y.: Nov 16, 1952. pg. SM10, 4 pgs) Soon Ginsberg and Kerouac were emphasizing the "beatific" qualities of the word, making of it a mystical, transcendental experience. Ginsberg explained, "The point of Beat is that you get beat down to a certain nakedness where you actually are able to see the world in a visionary way, which is the old classical understanding of what happens in the dark night of the soul." (Scumacher, Dharma Lion, p. 261) Howl led the way; Kerouac's On the Road followed with unprecedented media attention; Burroughs' Naked Lunch, banned and vilified, brok...

Advances in Biomedicine and the Possibility of the Manipulation of Assignment

Advances in Biomedicine and the Possibility of the Manipulation of Human Existence - Assignment Example Furthermore, this means that health-related matters are routinely objectified as technical problems to be solved through the application of technology and the conduct of science and are therefore decontextualized into practice (Lock & Nguyen 2). It is apparent that the innovations in biomedical technology bring forth benefits that could aid in the improvement of the health and the life of human beings; however, it is a fact that human existence and life itself is threatened by the increased risk and probability of technological intervention and manipulation. Others may term it as the science of â€Å"playing god†. This paper deems to explore the implications of Biomedical Technology as guided by the work of Ray Kurzweil entitled, The Singularity is near: when Humans Transcend Biology and the Message of Pope John Paul II to the Pontifical Academy of Sciences on Evolution highlighting that Truth Cannot Contradict Truth. The Singularity is near in the lieu of the Message to the P ontifical Academy of Sciences Evolution has been an interesting subject matter in the field of science particularly Biomedical Technology. Kurzweil envisioned in his work entitled, The Singularity is near: when Humans Transcend Biology, a new evolutionary process that aims to integrate man and machine (1-652). It is highlighted that the knowledge and skills entrenched in our brains will be merged with the immeasurably superior capacity, speed and knowledge-sharing capability of human innovations (Kurzweil 1-652). The age of the Internet was also predicted in the aforementioned work; he even mentioned that technological innovations have emerged at accelerating rates in recent years, while information technology capabilities such as cost performance, speed, capacity and bandwidth grow at exponential rates faster than the forecast of Moore’s Law (Kurzweil 1-652). It is obvious that one of the principal goals of brain science is to produce an artificial brain. This was very contr oversial for many groups advocating human ethics. The author of this paper believes that such innovation could lead to tremendous and a variety of debates. It may be deemed that this is such advancement on the part of science but nonetheless, the values imbibed in the nature of human beings must be taken into consideration. It is necessary for people to give due respect to what the Divine Providence has created and provided. As what Pope John Paul II stressed in his message to the Pontifical Academy of Sciences on evolution that truth cannot contradict truth (Pope John Paul II). Conversely, it was mentioned by Pope John Paul II that the reflection on science of the third millennium commenced with the identification of the principal problems brought about by science and which affect humanity’s future though the solutions to such predicaments were also pointed out which will be beneficial to the whole human community in the aspects of life and health (Pope John Paul II). For ex ample, in the book entitled, Stem Cell Wars: inside stories from the Frontlines written by Herold and Daley (1-256) which tackled fascinating stories of stem cell research and its benefits on mankind. It divulged how stem cell research had benefited humans in terms of developing cures to certain diseases such as muscular dystrophy (Herold and Daley 1-256). In another book entitled, The Language of Life: DNA and the Revolution in Personalized Medicine written by Collins (1-368) that explores the possibility of completing the interpretation of the

A Victim's Perspective Essay Example | Topics and Well Written Essays - 750 words

A Victim's Perspective - Essay Example Despite of this reduction, violent crimes in the country are known to be around 1.2 million (Frieden 2012). These statistics indicate the fact that more than millions of lives and more than millions of families are subjected to violent crimes annually. Despite of the reduction, it needs to be understood that the lives of the victims of the crimes become scarred every year. I have been through one such experience of a violent crime when I recently witnessed the murder of my aunt who stays in my neighbourhood. This event has left a great impact on me and has hampered my day to day activities. It has crippled me physically, emotionally as well as financially. I had read about the fact that crime victims suffer from many after effects following the violent crimes. These include post traumatic stress disorder, delusions and constant fear. Furthermore, the victims are repeatedly reminded of the crime by the interrogators who question with regard to the crime very often. Anxiety and stress are also known to affect these victims (Cox 2006). I have been suffering from all of these problems ever since the crime. I cannot sleep well and there is always a constant fear of being interrogated and reminded of the happenings on that day. I was very unlucky to have witnessed the murder of my aunt by the man who loved her and had promised that he would marry her. He is still on the run and I feel helpless. There are many challenges that I have to overcome before I can return my life back to normal. But the biggest challenge that needs to be tackled is to overcome the fear that I face when I want to go outside. It has been very difficult for me to step out of the house as there is a constant fear that I might be attacked by the murderer or that I might come across a similar incident again. I would have to gather my strength again and be ready to take all the support that my family and friends are offering me. To overcome this difficulty, I would also need to cooperate in a better way with the interrogators so that they can find the criminal and out him behind the bars. This will not be easy as it will require great willpower from my side. Difficulties have been my way following this incident. I have to answer the queries and questions not only of the investigators but also of the people living around me. This serves to remind me of the incident again and again. I am emotionally unstable as I cannot interact with anyone and my social life has totally ended. Furthermore, I have started visiting a psychiatrist as I am unable to sleep at night. I have not been going to my college as I do not think I will be able to face all the people and talk to anyone. My part time job has also been affected. Thus I have been drained financially as well. The stress and anxiety does not let me concentrate. I have assessed the fact that I need to come to terms with the event that has happened and face it rather than hide from it. I have tried searching and I have seen man y vic tims who have been suffering since years. I also watched the documentary â€Å"Beyond Conviction† by Rachel Libert (2006) to understand the feelings and emotions of other people suffering like me. The stories of Angela whose father was murdered and of Lyndy who was raped seem very similar to the situation that I

One child policy of China Essay Example for Free

One child policy of China Essay The issue of population growth has been one of the major problems faced by world over past century. The exponential population growth, popularly termed as population explosion, has led to unprecedented rise in human population, which has numerically grown by over 4 billion to 6 billion in the last hundred years itself. This enormous growth in human numbers has spawned social and economical problems of severe complexity, especially considering the fact that most of this growth has happened in economically underdeveloped countries of Asian and African region, particularly India and China, both of whom have seen their population growing past a billion mark. Supporting such huge number of ever rising population is indeed a challenge for any country, as natural resources threaten to run short, and economic privations become a general norm. Under such circumstances, population control becomes a necessary government objective, the validity, importance and meaningfulness of which are undisputable from environmental, economic and social angels. However, population control policies have always generated controversies from humanitarian and ethical viewpoints, the most noted example of them being the population control policy of People’s Republic of China that restricts couples to having just one child (Xue, 1996). Although highly effective under China’s strict state policies, it is indeed an extreme measure that has invited criticism from all over the world because for its forceful rather than coercive implications. Issues involved As stated earlier, unchecked rise in population is indeed an invitation to complex and unmanageable problems that no nation state can handle irrespective of its size and resources. However, the issues involved with China’s one child policy are very complicated and affect some basic concepts of right to life and existence China launched its aggressive family planning scheme in mid of 1970s when suddenly its policy makers realized the dangers of a rapidly growing population that had reached one billion mark by 1980s (Smith, 1991). In the previous two decades the government had failed to take in cognizance of growing population due to stability and improvement economic conditions, availability of medical facilities, medicines and drop in child mortality. More ominously, as demographers realized, the rapid growth of population in previous decades implied that by 1980 more than half the population was approaching marriage age, which meant that even under decreasing fertility rate, the Chinese population would reach 1. 4 billion by end of the century (White, 2003). This realization launched Chinese policy makers and government in a frenetic attempt to implement some of the strictest population measures that included a one-child policy per couple to contain the population under 1. 2 billion (Richards, 1996). This draconian measure was explained and justified from various social and economical angels, one of which was arguable shortage of cultivable land (Smith, 1991). As government argued, the cultivable land per person had come down from . 20 hectare in 1949 to . 10 hectare in 1980 due to almost doubling of population in the same period and hence the ensuing crisis demanded critical measures (ibid). Moreover the state infrastructure and its capacity to support such large population, provide adequate medical and educational facilities and ensure jobs for it would become increasingly difficult. As claimed by supporters of the one child policy, the policy was merely concerned with providing economic incentives and preferential treatment to families with one child such as paid pregnancy leave, lucrative salary bonus, and state sponsored or free educational and medical facilities, facilities that families with more than one child lack. Further disincentives created for larger families include financial penalty on birth of second and third child that are respectively 20 and 30 percent of the annual income of the family (Richards, 1996). The policy was tooth and nail opposed by a large proportion of Chinese people, and especially by those in rural areas but government decided to continue with it seeing its possible benefit in controlling the population question. One of the main problems disturbing Chinese leaders was China’s low GNP and very simple calculations showed them that to increase GNP in the longer run, they required to reduce or contain the number of people, which was the easy way against the hard route that involved working towards increasing the economic output (Feng, 1996). Containing population growth was presented was the single panacea that could increase per capita income, help achieve modernization plans, give impetus to the economy and solve the problem of additional resource requirements that rising population presented (Feng, 1996). The one child policy is considered officially successful and instrumental in significantly reducing birth rates, fertility rates, growth rates and death rates and its expected that soon the population would began to decline at a faster rate as children born after the implementation of the policy would have less desire to have a family of more than one child (Richards). Also to wash off its hand from the negative effect of the policy, such as increased number of female feticide, and suicides among Chinese females, the government insistently attributed them to backward and obsolete Chinese culture and customs. Conclusion Despite the claims of the supporters and the official government, it cannot be denied that the very concept of the one child policy involves flagrant violations of the rights to live, procreate and live socially. In its zeal to implement the policy, Chinese authorities permitted such extreme measures as forcible abortions and sterilization, which were openly illegal in every humanitarian statute (Xue and Xiaokang, 1996). By making childbearing an illegal act, the government forcibly tried to change the demographic dynamics with dangerous social consequences that threatens to create a mundane and homogenous society bereft of any relation except parents and in-laws. Also the one child policy triggered a large number of female-infanticide that threatened to dangerously alter male-female sex ratio in China. Of course the most cruel fate was reserved for those who were born outside this policy, that is the second and third child of the family who were denied any state support and facility in a perfectly state controlled society. In the wake of an economically prospering and comparatively stabilized China, it’s the call of the hour for Chinese government to finally abandon and bury its anti-people one child policy and work on creation of a more informed society.

The Oppression of Poland During Joseph Conrad’s Childhood Essay

The Oppression of Poland During Joseph Conrad’s Childhood Joseph Conrad was born in 1857 as JÃ ³zef Teodor Konrad Korzeniowski in south-eastern Poland. He grew up during one of Poland’s most difficult times. The Polish people were oppressed by three imperial rulers. Joseph Conrad’s parents died as a result of the oppression imposed on the Polish population. Conrad ultimately left Poland mainly due to its political situation. In 1795 Austria, Prussia, and Russia partitioned Poland for the third and last time. What was once a great empire stretching from the Baltic to the Black Sea ceased to exist up until the end of World War I. Though all three countries were oppressive, none was more so than Russia. It occupied the most territory and most resistance occurred against Russian rule. The Polish people never ceased to resist the three imperialist rulers. When Napoleon invaded Russia in 1806, Poles lead the charge hoping the campaign would result in a free Poland. Unfortunately Napoleon’s campaign failed and the Poles that fought alongside of him either had to flee to Western Europe or face hard labor in Russia. Poles once again tried to free themselves in 1831 when they launched the ‘November Insurrection.’ After fighting for over a year, the Polish rebel army was forced to capitulate. Russia immediately punished the Polish population. All schools were closed down and over 40,00 0 families were sent to Siberia. Even though the Polish people faced harsh repression, their patriotic spirit never died. In the second half of the nineteenth century, after almost 30 years of general calm, the Polish people once again began protesting Russian rule. Meetings were held and discussions raged about reforms and emancipatio... ...live. They made every effort to continue their traditions at high risks. At the end of World War I, after 123 years of occupation, Poland finally regained its independence. Works Cited http://www.top-biography.com/9211-Joseph%20Conrad/life.asp Brief biography of Joseph Conrad http://www.citinet.net/ak/polska_16_f2.html Contains information about Poland after the third and final partition of 1795. It is mostly about the ‘November Insurrection’ of 1831 and the uprising in 1863 and their repercussions. http://freepages.history.rootsweb.com/~koby/political/chapter_19/19_1863up.html Describes the events that led up to the uprising of 1863. This website also gives specifics about the uprising itself and life during and after it. http://artyzm.com/g/gierymski/e_powstanie.htm Displays paintings of the uprising.

Moods of Norway

Moods of Norway case indicated many interesting issues relating to brand management study. In this paper, first, we outline two key challenges that Moods are facing, then analyze the brand based on CBBE pyramid, and finally suggest two marketing programs that the company should invest. 1. Key challenges The first challenge facing Moods of Norway is expanding the business to U. S. This is always a profitable but risky opportunity for every firm, including Moods of Norway. The company with â€Å"free styling† wants to â€Å"just go to the U. S. and see what happens† (Austin, O’Donnell, and Krogh 2009, 15). However, U.S. market – one of the most difficult markets in the world – has many implicit challenges for Moods. Firstly, their brand is unknown in United States. Therefore, they need to base on the local sales agents and distributors in the U. S. Although they had a five-year contract with CAA – the leading talent agency – their profit will depend on the CAA’s success that is affected by the fit between the two companies. For example, CAA has not many experiences with distributing fashion products. Secondly, the U. S. customers’ preferences in color, fabric, size, etc. are different from Norwegian customers.Moods’ products must be adaptable. This means they might need other suppliers and manufacturers to change their products. Finally, the most difficult question for the company is how they can bring their company’s concept to America and convince U. S. customers to buy their products based on that concept. Because they combine Norwegian nature and ordinary stories into their design that makes their product be unique and succeed in Norway, hence it is not easy to translate it for the customers outside the country. Even if they can illustrate their stories clearly, non-Nordic customers may not be interested in those products.As Dahlkvist expressed, they â€Å"should do the design in th e U. S. , to really get a feel for what moves around in that country and how to do it† (Austin, O’Donnell, and Krogh 2009, 15) but observable risks will prevent them from doing it. The second key challenge that Moods should consider is expanding the women’s clothing line, which is also a great opportunity. Men’s clothing accounted for 70% of Moods sales while women shop more in general. Thus, there is an opportunity for growth here. However, Moods should seriously consider the challenge they will face. First, women’s clothing market is more competitive than men’s clothing market.The market is very fragmented with many competitors representing different styles in all price segments. Many brands have been around for a long time and have gained customers’ loyalty. It will be difficult for Moods to enter the market in any segment. Second, women’s clothing styles are more complicated with different types of clothes. While men’ s clothes are limited with some popular types such as suits, shirts, and T-shirts, women’s clothes have a wide range of types from dresses, blouses to skirts, cardigans, etc. To generate sales, the designs must be much diversified and fast changeable.Thus, some Moods adjustments are necessary, and Moods may face a dilemma of how to keep the moods unique while diversifying the styles to generate revenue. Third, designing women’s clothes requires different techniques. The two main designers of Moods specialized in designing men’s clothes, which is simpler than women’s. Hence, the company needs to hire extra experienced designers for women’s line. However, even with extra designers, keeping the look and lifestyle image of women’s clothing in line with the rest of the company message is still a challenge for Moods. 2. Moods of Norway brand audit Brand SalienceBrand salience measures awareness of the brand (Keller 2008. 60). Although Moodsâ€℠¢ management team is interested in expanding as a lifestyle brand, people still think of as it a fashion brand, which mainly focuses on male clothing. However, the brand reached a very high level of awareness in Norway where 85% of its sales happened. One of the evidences is that when customers and partner companies sought â€Å"Norwegian Design,† they sought Moods (Austin, O’Donnell, and Krogh 2009, 5). â€Å"Moods of Norway† is a fashion leader in the country that even Norwegian Police Department approached Moods to design their uniforms.This high level of awareness partly thanks to the little competition Moods has to face in Norway. Moods also used some other effective ways to raise the awareness. One of those is the fashion show, which was the biggest fashion event in Norway. Other contributors to the high awareness are the pink boat and the image of three owners as a rock band. Brand performance The product itself is at the heart of brand equity and brand p erformance describes how well the product or service meets customers’ functional needs (Keller 2008, 64). Following is Moods’ brand performance measured by some attributes and benefits.Regarding primary ingredients and supplementary features, Moods is doing well with choosing fabric from partners in Paris and Istanbul, who provide the best materials for Moods’ collections based on the requirements of quality, color and even style of button. This leads to the good quality of final products, which help Moods sell them at medium-plus price range. In term of style and design, Moods’ products are unique and favorable in male clothing market because it reflects not only the moods of fun and happiness but also the style of cultural tales that Norwegians love.However, Moods still need to improve designs in female market, which is still the weak point of the company. In addition, service is also an important part contributing positively to performance of brand. It seems that Moods has not pay much attention to customer service. This could be a shortcoming point for Moods to perform well in the highly competitive market like US market. Brand Imagery Brand imagery links mainly to four intangible aspects (Keller 2008, 65). First, in term of user profiles, some 70% of Moods’ customers are male. While company is interested in expanding the age range, the target customers are at age of 18 – 35.However, Moods is facing a dilemma that â€Å"a balance needed to be maintained between broadening their target group and remaining a â€Å"cool† brand (Austin, O’Donnell, and Krogh 2009, 13). Second, regarding purchase and usage situations, Moods’ products are nearly limited with T-shirts and suits but cover a wide range of situations that people can wear. The situations are suggested by the company’s three original clothing lines, which are â€Å"cocktails,† â€Å"street† and â€Å"casual. † M oreover, the designers also make effort of generating new ideas by imagining scenarios requiring special clothes.Third, Moods brand has a favorable personality that is cool, fun, and happy. This also creates values for customers that they have the feeling of connecting to their clothes in each situation. Finally, Moods of Norway does very well in using history, heritage to create the uniqueness for their products. Moods’ clothing lines tell their â€Å"authentic, true and real† story of Norwegians heritage. The story layers have great value in getting customers to spend time thinking about Moods’ products, which is good for remembering the brand (Austin, O’Donnell, and Krogh 2009, 3).Although this concept is highly successful in Norway, it is very difficult to apply to other markets. This requires Moods to develop another â€Å"story† to tell in US market. Brand Judgments Brand Judgments and Brand Feelings are both of brand responses that â€Å"el icit the proper customer responses to this brand identification and brand meaning† (Keller 2008, 60). From the performance and imagery of Moods of Norway, we know partly about the customers’ evaluation of the brand. Following the Possible Measures of Brand Building Blocks that is given by Keller (2008, 75), firstly, Moods bring good value for customers.Indeed, they not only provide the clothing products for customer, but also provide a chance to interact with their clothes by inscribing the lore on its inside. Customers receive more value and feel more satisfied by Moods of Norway’s fun stories. Secondly, in comparison with standardized goods, fashion collections for the winter are not the same for the summer and its change over years continuously. Hence, customers judge the brand based on the success of previous products, other customers and especially in designers’ reputation.By borrowing associations from its high-qualified designers and owners, Moods b ecome trustworthy and credible brand (Keller 2008, 305). People buy their products because they can trust the Moods Boys’ innovativeness and uniqueness. As mentioned in the case: â€Å"When customers and partner companies sought â€Å"Norwegian Design,† they sought Moods,† the brand likability is quite high in Norway. In addition, they always are the leader in domestic market. Hence, Moods actually is the fashion expert in customers’ eyes in Norway. Finally, Moods of Norway is only company that designed the lore into the clothes themselves.Because all these stories are true and authentic, consumer feel the clothes more related to them. When customers love the story, they will also think that the product is relevant to buy. Consequently, Scandinavians buy products of Moods because it is superior compared to others. Brand Feelings Clothing products of Moods bring the warmness to customers by reminding them of old-world, traditional customs, etc. In addition , the clothes combined â€Å"traditional Norwegian style and the modern fashion scene† (Austin, O’Donnell, and Krogh 2009, 2), therefore, it is so fun and exciting for customers.For instance, the image of tractor on the suit is so surprising and interesting. Especially, Mood Boys often appear in vivid dresses with the pink fishing boat. The image of the â€Å"boy band† is not only the designers’ image, but also is the brand image. They really inspire customers by fun and crazy feelings. Brand Resonance This is the final step of Keller’s CBBE model that â€Å"focuses upon the ultimate relationship and level of identification that the customer has with the brand† (Keller 2001, 15).Based on the case’s limited information, in our viewpoint, they have many loyal Norwegian customers with high attachment, especially 15-20 year olds who think Moods of Norway is more successful than StatOil [the large Norwegian Oil Company] (Austin, O’D onnell, and Krogh 2009, 8). Because Moods relies on word of mouth to marketing their products, so they should have a great brand community in both online and offline. In addition, to enforce the relationship with customers, Moods must make customers engaged to the brand. They should create more value for frequently customers and satisfy them by organizing some fun activities. . Suggested Marketing Programs Moods of Norway are facing two major problems: promoting Moods brand to American market and developing clothing line for women. Two following brief marketing programs are supposed to solve these problems respectively. Promoting Moods brand to American market Firstly, penetrating American market by indirect exporting is very important for new entrant. Based on limited capacity and resources, they must focus on one or two big cities where is profitable for fashion industries in America (Los Angeles, New York, Chicago or Boston†¦).Now they have one store in Los Angeles but it is not sufficient. They must expand their market share via many distributors and agents. While enhancing the relationship with Creative Artists Agency, they should get bigger distribution to other important stores. Secondly, making the Moods brand different from other fashion products but still understandable is also essential. That means they must not only focus on their uniqueness (adding lore to clothes themselves) but also create more fun and less regional stories about clothes.Thirdly, they have to organize special fashion collections in America as much as possible. They also can use the image of colorful tractor as an association to inspire and make American customers unforgettable. Especially, Moods Boys must appear on American TV, magazines frequently†¦ because their impressive appearance affect directly to Moods brand’s awareness. Using celebrities to endorse Moods clothing also increase the customers’ associations, judgments, and feelings (Keller 2008, 305 ).Finally, based on analyzing American market carefully, their image should be adaptable to fit American style but still homogeneous in all countries. Expanding the women’s clothing line To conquer women’s clothing market, Moods should seriously take some actions. First, Moods should improve their products in term of designs so that their products are attractive enough to female customers. Currently, Moods have only two main designers who are specialized in designing men’s clothes while women’s clothes require different kinds of technical design.Hiring Project Manager Helen Marie Rod who had experience with some famous brands is a good step for expanding women’s clothing line. However, to diversify their product, Moods still need to hire extra designers who are experienced in designing for women. Second, for women’s clothes, the company should consider adjusting some personalities to fit female clothing market. They can keep their main moods that are fun and happiness, except â€Å"rock stars† and wild moods that are not considered favorable for majority of women.Third, because fashion shows are the primary marketing activity for the company and the shows are effective, Moods should continue this. However, to promote and increase awareness of the women’s clothing line, Moods should hold a fashion show particularly for women. They should also consider other types of advertising such as Internet or fashion magazines because those sources can easily access potential female customers. Fourth, in term of distribution, in the beginning, Moods can still combine products for male and female in same stores. Nevertheless, in future, they can divide the stores separately.Finally, yet importantly, Moods should consider selling accessories along with women’s clothing line because accessory is a very important part of women’s style. Moods may design their own accessory line or cooperate with other accesso ry brand that fits Moods’ brand personality. To conclude, Moods of Norway has many favorable conditions to succeed in American market and female clothing line. Based on Keller’s CBBE model (2008), we propose two marketing program investments to not only enhance the current brand position but also take advantage of potential opportunities to company’s expansion.By combining traditional style and contemporary tendencies, then applying proper strategies for brand building, Moods of Norway could be high successful in the competitive world of fashion. Appendix ———————– Good quality Nice style Medium-plus price points Mostly for men, 18 – 35 Music and artist style Clothing, Shoes, Eyewear Resonance Loyalty Attachment Feelings Warmness Fun Excitement Imagery Good value Trustworthiness Relevance Superiority Judgments Performance Salience Figure 1: Moods of Norway CBBE Pyramid

Moods of Norway

Moods of Norway case indicated many interesting issues relating to brand management study. In this paper, first, we outline two key challenges that Moods are facing, then analyze the brand based on CBBE pyramid, and finally suggest two marketing programs that the company should invest. 1. Key challenges The first challenge facing Moods of Norway is expanding the business to U. S. This is always a profitable but risky opportunity for every firm, including Moods of Norway. The company with â€Å"free styling† wants to â€Å"just go to the U. S. and see what happens† (Austin, O’Donnell, and Krogh 2009, 15). However, U.S. market – one of the most difficult markets in the world – has many implicit challenges for Moods. Firstly, their brand is unknown in United States. Therefore, they need to base on the local sales agents and distributors in the U. S. Although they had a five-year contract with CAA – the leading talent agency – their profit will depend on the CAA’s success that is affected by the fit between the two companies. For example, CAA has not many experiences with distributing fashion products. Secondly, the U. S. customers’ preferences in color, fabric, size, etc. are different from Norwegian customers.Moods’ products must be adaptable. This means they might need other suppliers and manufacturers to change their products. Finally, the most difficult question for the company is how they can bring their company’s concept to America and convince U. S. customers to buy their products based on that concept. Because they combine Norwegian nature and ordinary stories into their design that makes their product be unique and succeed in Norway, hence it is not easy to translate it for the customers outside the country. Even if they can illustrate their stories clearly, non-Nordic customers may not be interested in those products.As Dahlkvist expressed, they â€Å"should do the design in th e U. S. , to really get a feel for what moves around in that country and how to do it† (Austin, O’Donnell, and Krogh 2009, 15) but observable risks will prevent them from doing it. The second key challenge that Moods should consider is expanding the women’s clothing line, which is also a great opportunity. Men’s clothing accounted for 70% of Moods sales while women shop more in general. Thus, there is an opportunity for growth here. However, Moods should seriously consider the challenge they will face. First, women’s clothing market is more competitive than men’s clothing market.The market is very fragmented with many competitors representing different styles in all price segments. Many brands have been around for a long time and have gained customers’ loyalty. It will be difficult for Moods to enter the market in any segment. Second, women’s clothing styles are more complicated with different types of clothes. While men’ s clothes are limited with some popular types such as suits, shirts, and T-shirts, women’s clothes have a wide range of types from dresses, blouses to skirts, cardigans, etc. To generate sales, the designs must be much diversified and fast changeable.Thus, some Moods adjustments are necessary, and Moods may face a dilemma of how to keep the moods unique while diversifying the styles to generate revenue. Third, designing women’s clothes requires different techniques. The two main designers of Moods specialized in designing men’s clothes, which is simpler than women’s. Hence, the company needs to hire extra experienced designers for women’s line. However, even with extra designers, keeping the look and lifestyle image of women’s clothing in line with the rest of the company message is still a challenge for Moods. 2. Moods of Norway brand audit Brand SalienceBrand salience measures awareness of the brand (Keller 2008. 60). Although Moodsâ€℠¢ management team is interested in expanding as a lifestyle brand, people still think of as it a fashion brand, which mainly focuses on male clothing. However, the brand reached a very high level of awareness in Norway where 85% of its sales happened. One of the evidences is that when customers and partner companies sought â€Å"Norwegian Design,† they sought Moods (Austin, O’Donnell, and Krogh 2009, 5). â€Å"Moods of Norway† is a fashion leader in the country that even Norwegian Police Department approached Moods to design their uniforms.This high level of awareness partly thanks to the little competition Moods has to face in Norway. Moods also used some other effective ways to raise the awareness. One of those is the fashion show, which was the biggest fashion event in Norway. Other contributors to the high awareness are the pink boat and the image of three owners as a rock band. Brand performance The product itself is at the heart of brand equity and brand p erformance describes how well the product or service meets customers’ functional needs (Keller 2008, 64). Following is Moods’ brand performance measured by some attributes and benefits.Regarding primary ingredients and supplementary features, Moods is doing well with choosing fabric from partners in Paris and Istanbul, who provide the best materials for Moods’ collections based on the requirements of quality, color and even style of button. This leads to the good quality of final products, which help Moods sell them at medium-plus price range. In term of style and design, Moods’ products are unique and favorable in male clothing market because it reflects not only the moods of fun and happiness but also the style of cultural tales that Norwegians love.However, Moods still need to improve designs in female market, which is still the weak point of the company. In addition, service is also an important part contributing positively to performance of brand. It seems that Moods has not pay much attention to customer service. This could be a shortcoming point for Moods to perform well in the highly competitive market like US market. Brand Imagery Brand imagery links mainly to four intangible aspects (Keller 2008, 65). First, in term of user profiles, some 70% of Moods’ customers are male. While company is interested in expanding the age range, the target customers are at age of 18 – 35.However, Moods is facing a dilemma that â€Å"a balance needed to be maintained between broadening their target group and remaining a â€Å"cool† brand (Austin, O’Donnell, and Krogh 2009, 13). Second, regarding purchase and usage situations, Moods’ products are nearly limited with T-shirts and suits but cover a wide range of situations that people can wear. The situations are suggested by the company’s three original clothing lines, which are â€Å"cocktails,† â€Å"street† and â€Å"casual. † M oreover, the designers also make effort of generating new ideas by imagining scenarios requiring special clothes.Third, Moods brand has a favorable personality that is cool, fun, and happy. This also creates values for customers that they have the feeling of connecting to their clothes in each situation. Finally, Moods of Norway does very well in using history, heritage to create the uniqueness for their products. Moods’ clothing lines tell their â€Å"authentic, true and real† story of Norwegians heritage. The story layers have great value in getting customers to spend time thinking about Moods’ products, which is good for remembering the brand (Austin, O’Donnell, and Krogh 2009, 3).Although this concept is highly successful in Norway, it is very difficult to apply to other markets. This requires Moods to develop another â€Å"story† to tell in US market. Brand Judgments Brand Judgments and Brand Feelings are both of brand responses that â€Å"el icit the proper customer responses to this brand identification and brand meaning† (Keller 2008, 60). From the performance and imagery of Moods of Norway, we know partly about the customers’ evaluation of the brand. Following the Possible Measures of Brand Building Blocks that is given by Keller (2008, 75), firstly, Moods bring good value for customers.Indeed, they not only provide the clothing products for customer, but also provide a chance to interact with their clothes by inscribing the lore on its inside. Customers receive more value and feel more satisfied by Moods of Norway’s fun stories. Secondly, in comparison with standardized goods, fashion collections for the winter are not the same for the summer and its change over years continuously. Hence, customers judge the brand based on the success of previous products, other customers and especially in designers’ reputation.By borrowing associations from its high-qualified designers and owners, Moods b ecome trustworthy and credible brand (Keller 2008, 305). People buy their products because they can trust the Moods Boys’ innovativeness and uniqueness. As mentioned in the case: â€Å"When customers and partner companies sought â€Å"Norwegian Design,† they sought Moods,† the brand likability is quite high in Norway. In addition, they always are the leader in domestic market. Hence, Moods actually is the fashion expert in customers’ eyes in Norway. Finally, Moods of Norway is only company that designed the lore into the clothes themselves.Because all these stories are true and authentic, consumer feel the clothes more related to them. When customers love the story, they will also think that the product is relevant to buy. Consequently, Scandinavians buy products of Moods because it is superior compared to others. Brand Feelings Clothing products of Moods bring the warmness to customers by reminding them of old-world, traditional customs, etc. In addition , the clothes combined â€Å"traditional Norwegian style and the modern fashion scene† (Austin, O’Donnell, and Krogh 2009, 2), therefore, it is so fun and exciting for customers.For instance, the image of tractor on the suit is so surprising and interesting. Especially, Mood Boys often appear in vivid dresses with the pink fishing boat. The image of the â€Å"boy band† is not only the designers’ image, but also is the brand image. They really inspire customers by fun and crazy feelings. Brand Resonance This is the final step of Keller’s CBBE model that â€Å"focuses upon the ultimate relationship and level of identification that the customer has with the brand† (Keller 2001, 15).Based on the case’s limited information, in our viewpoint, they have many loyal Norwegian customers with high attachment, especially 15-20 year olds who think Moods of Norway is more successful than StatOil [the large Norwegian Oil Company] (Austin, O’D onnell, and Krogh 2009, 8). Because Moods relies on word of mouth to marketing their products, so they should have a great brand community in both online and offline. In addition, to enforce the relationship with customers, Moods must make customers engaged to the brand. They should create more value for frequently customers and satisfy them by organizing some fun activities. . Suggested Marketing Programs Moods of Norway are facing two major problems: promoting Moods brand to American market and developing clothing line for women. Two following brief marketing programs are supposed to solve these problems respectively. Promoting Moods brand to American market Firstly, penetrating American market by indirect exporting is very important for new entrant. Based on limited capacity and resources, they must focus on one or two big cities where is profitable for fashion industries in America (Los Angeles, New York, Chicago or Boston†¦).Now they have one store in Los Angeles but it is not sufficient. They must expand their market share via many distributors and agents. While enhancing the relationship with Creative Artists Agency, they should get bigger distribution to other important stores. Secondly, making the Moods brand different from other fashion products but still understandable is also essential. That means they must not only focus on their uniqueness (adding lore to clothes themselves) but also create more fun and less regional stories about clothes.Thirdly, they have to organize special fashion collections in America as much as possible. They also can use the image of colorful tractor as an association to inspire and make American customers unforgettable. Especially, Moods Boys must appear on American TV, magazines frequently†¦ because their impressive appearance affect directly to Moods brand’s awareness. Using celebrities to endorse Moods clothing also increase the customers’ associations, judgments, and feelings (Keller 2008, 305 ).Finally, based on analyzing American market carefully, their image should be adaptable to fit American style but still homogeneous in all countries. Expanding the women’s clothing line To conquer women’s clothing market, Moods should seriously take some actions. First, Moods should improve their products in term of designs so that their products are attractive enough to female customers. Currently, Moods have only two main designers who are specialized in designing men’s clothes while women’s clothes require different kinds of technical design.Hiring Project Manager Helen Marie Rod who had experience with some famous brands is a good step for expanding women’s clothing line. However, to diversify their product, Moods still need to hire extra designers who are experienced in designing for women. Second, for women’s clothes, the company should consider adjusting some personalities to fit female clothing market. They can keep their main moods that are fun and happiness, except â€Å"rock stars† and wild moods that are not considered favorable for majority of women.Third, because fashion shows are the primary marketing activity for the company and the shows are effective, Moods should continue this. However, to promote and increase awareness of the women’s clothing line, Moods should hold a fashion show particularly for women. They should also consider other types of advertising such as Internet or fashion magazines because those sources can easily access potential female customers. Fourth, in term of distribution, in the beginning, Moods can still combine products for male and female in same stores. Nevertheless, in future, they can divide the stores separately.Finally, yet importantly, Moods should consider selling accessories along with women’s clothing line because accessory is a very important part of women’s style. Moods may design their own accessory line or cooperate with other accesso ry brand that fits Moods’ brand personality. To conclude, Moods of Norway has many favorable conditions to succeed in American market and female clothing line. Based on Keller’s CBBE model (2008), we propose two marketing program investments to not only enhance the current brand position but also take advantage of potential opportunities to company’s expansion.By combining traditional style and contemporary tendencies, then applying proper strategies for brand building, Moods of Norway could be high successful in the competitive world of fashion. Appendix ———————– Good quality Nice style Medium-plus price points Mostly for men, 18 – 35 Music and artist style Clothing, Shoes, Eyewear Resonance Loyalty Attachment Feelings Warmness Fun Excitement Imagery Good value Trustworthiness Relevance Superiority Judgments Performance Salience Figure 1: Moods of Norway CBBE Pyramid

Moods of Norway

Moods of Norway case indicated many interesting issues relating to brand management study. In this paper, first, we outline two key challenges that Moods are facing, then analyze the brand based on CBBE pyramid, and finally suggest two marketing programs that the company should invest. 1. Key challenges The first challenge facing Moods of Norway is expanding the business to U. S. This is always a profitable but risky opportunity for every firm, including Moods of Norway. The company with â€Å"free styling† wants to â€Å"just go to the U. S. and see what happens† (Austin, O’Donnell, and Krogh 2009, 15). However, U.S. market – one of the most difficult markets in the world – has many implicit challenges for Moods. Firstly, their brand is unknown in United States. Therefore, they need to base on the local sales agents and distributors in the U. S. Although they had a five-year contract with CAA – the leading talent agency – their profit will depend on the CAA’s success that is affected by the fit between the two companies. For example, CAA has not many experiences with distributing fashion products. Secondly, the U. S. customers’ preferences in color, fabric, size, etc. are different from Norwegian customers.Moods’ products must be adaptable. This means they might need other suppliers and manufacturers to change their products. Finally, the most difficult question for the company is how they can bring their company’s concept to America and convince U. S. customers to buy their products based on that concept. Because they combine Norwegian nature and ordinary stories into their design that makes their product be unique and succeed in Norway, hence it is not easy to translate it for the customers outside the country. Even if they can illustrate their stories clearly, non-Nordic customers may not be interested in those products.As Dahlkvist expressed, they â€Å"should do the design in th e U. S. , to really get a feel for what moves around in that country and how to do it† (Austin, O’Donnell, and Krogh 2009, 15) but observable risks will prevent them from doing it. The second key challenge that Moods should consider is expanding the women’s clothing line, which is also a great opportunity. Men’s clothing accounted for 70% of Moods sales while women shop more in general. Thus, there is an opportunity for growth here. However, Moods should seriously consider the challenge they will face. First, women’s clothing market is more competitive than men’s clothing market.The market is very fragmented with many competitors representing different styles in all price segments. Many brands have been around for a long time and have gained customers’ loyalty. It will be difficult for Moods to enter the market in any segment. Second, women’s clothing styles are more complicated with different types of clothes. While men’ s clothes are limited with some popular types such as suits, shirts, and T-shirts, women’s clothes have a wide range of types from dresses, blouses to skirts, cardigans, etc. To generate sales, the designs must be much diversified and fast changeable.Thus, some Moods adjustments are necessary, and Moods may face a dilemma of how to keep the moods unique while diversifying the styles to generate revenue. Third, designing women’s clothes requires different techniques. The two main designers of Moods specialized in designing men’s clothes, which is simpler than women’s. Hence, the company needs to hire extra experienced designers for women’s line. However, even with extra designers, keeping the look and lifestyle image of women’s clothing in line with the rest of the company message is still a challenge for Moods. 2. Moods of Norway brand audit Brand SalienceBrand salience measures awareness of the brand (Keller 2008. 60). Although Moodsâ€℠¢ management team is interested in expanding as a lifestyle brand, people still think of as it a fashion brand, which mainly focuses on male clothing. However, the brand reached a very high level of awareness in Norway where 85% of its sales happened. One of the evidences is that when customers and partner companies sought â€Å"Norwegian Design,† they sought Moods (Austin, O’Donnell, and Krogh 2009, 5). â€Å"Moods of Norway† is a fashion leader in the country that even Norwegian Police Department approached Moods to design their uniforms.This high level of awareness partly thanks to the little competition Moods has to face in Norway. Moods also used some other effective ways to raise the awareness. One of those is the fashion show, which was the biggest fashion event in Norway. Other contributors to the high awareness are the pink boat and the image of three owners as a rock band. Brand performance The product itself is at the heart of brand equity and brand p erformance describes how well the product or service meets customers’ functional needs (Keller 2008, 64). Following is Moods’ brand performance measured by some attributes and benefits.Regarding primary ingredients and supplementary features, Moods is doing well with choosing fabric from partners in Paris and Istanbul, who provide the best materials for Moods’ collections based on the requirements of quality, color and even style of button. This leads to the good quality of final products, which help Moods sell them at medium-plus price range. In term of style and design, Moods’ products are unique and favorable in male clothing market because it reflects not only the moods of fun and happiness but also the style of cultural tales that Norwegians love.However, Moods still need to improve designs in female market, which is still the weak point of the company. In addition, service is also an important part contributing positively to performance of brand. It seems that Moods has not pay much attention to customer service. This could be a shortcoming point for Moods to perform well in the highly competitive market like US market. Brand Imagery Brand imagery links mainly to four intangible aspects (Keller 2008, 65). First, in term of user profiles, some 70% of Moods’ customers are male. While company is interested in expanding the age range, the target customers are at age of 18 – 35.However, Moods is facing a dilemma that â€Å"a balance needed to be maintained between broadening their target group and remaining a â€Å"cool† brand (Austin, O’Donnell, and Krogh 2009, 13). Second, regarding purchase and usage situations, Moods’ products are nearly limited with T-shirts and suits but cover a wide range of situations that people can wear. The situations are suggested by the company’s three original clothing lines, which are â€Å"cocktails,† â€Å"street† and â€Å"casual. † M oreover, the designers also make effort of generating new ideas by imagining scenarios requiring special clothes.Third, Moods brand has a favorable personality that is cool, fun, and happy. This also creates values for customers that they have the feeling of connecting to their clothes in each situation. Finally, Moods of Norway does very well in using history, heritage to create the uniqueness for their products. Moods’ clothing lines tell their â€Å"authentic, true and real† story of Norwegians heritage. The story layers have great value in getting customers to spend time thinking about Moods’ products, which is good for remembering the brand (Austin, O’Donnell, and Krogh 2009, 3).Although this concept is highly successful in Norway, it is very difficult to apply to other markets. This requires Moods to develop another â€Å"story† to tell in US market. Brand Judgments Brand Judgments and Brand Feelings are both of brand responses that â€Å"el icit the proper customer responses to this brand identification and brand meaning† (Keller 2008, 60). From the performance and imagery of Moods of Norway, we know partly about the customers’ evaluation of the brand. Following the Possible Measures of Brand Building Blocks that is given by Keller (2008, 75), firstly, Moods bring good value for customers.Indeed, they not only provide the clothing products for customer, but also provide a chance to interact with their clothes by inscribing the lore on its inside. Customers receive more value and feel more satisfied by Moods of Norway’s fun stories. Secondly, in comparison with standardized goods, fashion collections for the winter are not the same for the summer and its change over years continuously. Hence, customers judge the brand based on the success of previous products, other customers and especially in designers’ reputation.By borrowing associations from its high-qualified designers and owners, Moods b ecome trustworthy and credible brand (Keller 2008, 305). People buy their products because they can trust the Moods Boys’ innovativeness and uniqueness. As mentioned in the case: â€Å"When customers and partner companies sought â€Å"Norwegian Design,† they sought Moods,† the brand likability is quite high in Norway. In addition, they always are the leader in domestic market. Hence, Moods actually is the fashion expert in customers’ eyes in Norway. Finally, Moods of Norway is only company that designed the lore into the clothes themselves.Because all these stories are true and authentic, consumer feel the clothes more related to them. When customers love the story, they will also think that the product is relevant to buy. Consequently, Scandinavians buy products of Moods because it is superior compared to others. Brand Feelings Clothing products of Moods bring the warmness to customers by reminding them of old-world, traditional customs, etc. In addition , the clothes combined â€Å"traditional Norwegian style and the modern fashion scene† (Austin, O’Donnell, and Krogh 2009, 2), therefore, it is so fun and exciting for customers.For instance, the image of tractor on the suit is so surprising and interesting. Especially, Mood Boys often appear in vivid dresses with the pink fishing boat. The image of the â€Å"boy band† is not only the designers’ image, but also is the brand image. They really inspire customers by fun and crazy feelings. Brand Resonance This is the final step of Keller’s CBBE model that â€Å"focuses upon the ultimate relationship and level of identification that the customer has with the brand† (Keller 2001, 15).Based on the case’s limited information, in our viewpoint, they have many loyal Norwegian customers with high attachment, especially 15-20 year olds who think Moods of Norway is more successful than StatOil [the large Norwegian Oil Company] (Austin, O’D onnell, and Krogh 2009, 8). Because Moods relies on word of mouth to marketing their products, so they should have a great brand community in both online and offline. In addition, to enforce the relationship with customers, Moods must make customers engaged to the brand. They should create more value for frequently customers and satisfy them by organizing some fun activities. . Suggested Marketing Programs Moods of Norway are facing two major problems: promoting Moods brand to American market and developing clothing line for women. Two following brief marketing programs are supposed to solve these problems respectively. Promoting Moods brand to American market Firstly, penetrating American market by indirect exporting is very important for new entrant. Based on limited capacity and resources, they must focus on one or two big cities where is profitable for fashion industries in America (Los Angeles, New York, Chicago or Boston†¦).Now they have one store in Los Angeles but it is not sufficient. They must expand their market share via many distributors and agents. While enhancing the relationship with Creative Artists Agency, they should get bigger distribution to other important stores. Secondly, making the Moods brand different from other fashion products but still understandable is also essential. That means they must not only focus on their uniqueness (adding lore to clothes themselves) but also create more fun and less regional stories about clothes.Thirdly, they have to organize special fashion collections in America as much as possible. They also can use the image of colorful tractor as an association to inspire and make American customers unforgettable. Especially, Moods Boys must appear on American TV, magazines frequently†¦ because their impressive appearance affect directly to Moods brand’s awareness. Using celebrities to endorse Moods clothing also increase the customers’ associations, judgments, and feelings (Keller 2008, 305 ).Finally, based on analyzing American market carefully, their image should be adaptable to fit American style but still homogeneous in all countries. Expanding the women’s clothing line To conquer women’s clothing market, Moods should seriously take some actions. First, Moods should improve their products in term of designs so that their products are attractive enough to female customers. Currently, Moods have only two main designers who are specialized in designing men’s clothes while women’s clothes require different kinds of technical design.Hiring Project Manager Helen Marie Rod who had experience with some famous brands is a good step for expanding women’s clothing line. However, to diversify their product, Moods still need to hire extra designers who are experienced in designing for women. Second, for women’s clothes, the company should consider adjusting some personalities to fit female clothing market. They can keep their main moods that are fun and happiness, except â€Å"rock stars† and wild moods that are not considered favorable for majority of women.Third, because fashion shows are the primary marketing activity for the company and the shows are effective, Moods should continue this. However, to promote and increase awareness of the women’s clothing line, Moods should hold a fashion show particularly for women. They should also consider other types of advertising such as Internet or fashion magazines because those sources can easily access potential female customers. Fourth, in term of distribution, in the beginning, Moods can still combine products for male and female in same stores. Nevertheless, in future, they can divide the stores separately.Finally, yet importantly, Moods should consider selling accessories along with women’s clothing line because accessory is a very important part of women’s style. Moods may design their own accessory line or cooperate with other accesso ry brand that fits Moods’ brand personality. To conclude, Moods of Norway has many favorable conditions to succeed in American market and female clothing line. Based on Keller’s CBBE model (2008), we propose two marketing program investments to not only enhance the current brand position but also take advantage of potential opportunities to company’s expansion.By combining traditional style and contemporary tendencies, then applying proper strategies for brand building, Moods of Norway could be high successful in the competitive world of fashion. Appendix ———————– Good quality Nice style Medium-plus price points Mostly for men, 18 – 35 Music and artist style Clothing, Shoes, Eyewear Resonance Loyalty Attachment Feelings Warmness Fun Excitement Imagery Good value Trustworthiness Relevance Superiority Judgments Performance Salience Figure 1: Moods of Norway CBBE Pyramid