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The Christian Paradox. How a faithful nation gets Jesus wrong

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The Christian Paradox

In the “The Christian Paradox: How a faithful nation gets Jesus wrong” by Bill McKibben ,shows that a country such as America, which seems to pride itself on following the Christian faith has little real understanding in terms of the religion, which they claim to follow. He insists that they actions and behavior do not follow any Christian teaching as they have their own deals and follow a creed, which is in contrast to the Christian religion. It is evident that a creed, which is preached by majority of televangelists together with preachers, tends to demonstrate the aspect. The creed is mainly centralized on the notion that God tend to help individuals who try to help themselves, which is definitely a conception that could not be more in contrast to Christianity basic ideas. This is because the notion that God only help those who help themselves remains the core of many Americans behavior.

The year, 2004 saw a statistic provided by McKibben showed America ranked second last in government provision of provided foreign aid n terms of economic earnings as private charities tend to increase the amount by a small percentage. At the same time, Aid to given to their own citizens is not any different. America trails in almost every category for example almost eighteen percent of children in American children live below the poverty line in comparison to Sweden’s, which is a secular nation and is eight percent. Conversely, the numbers seems not be improving in that according to the American Department of Agriculture, which McKibben cites, houses number which were experiencing food insecurity was on the rise compared to twenty six percent in 1999 to 2003. In spite of the biblical teaching on loving one’s neighbor’, that is not the case in a tremendously Christian America.

McKibben argues that Christianity in America presently seems to forgo the foundation of Christian teachings in the Bible, and replacing it with the latest interpretations complete with fabrications, which seems to support a new, egotistic form of Christianity. At the same time, only around 40percent of Americans are comfortable naming four or even more than four in relation to the Ten commandments with only scant half being able to cite the Gospels four authors. The failure to be in a position to recall certain specifics Christian heritage is the evidence of the country’s educational decline. However is obviously does not matter in terms of political or spiritual matter. It is obvious that as a Christian nation, it has to mean something as individuals who attend church absorb the lessons learnt there and make logical decisions in relation to the lessons. The lessons often inform their politics as one poll showed that 11 percent of churchgoers in America were encouraged by their clergy to vote for one particular political block.

George Bush often say that Jesus Christ happens to be one of his favorite philosopher, although he might not or be sincere, he seems to reflect the genuine beliefs of the most Americans majority. There lies the paradox as America remains the most professedly Christian in relation to developed nations but has the least Christian behavior in terms of most citizens actions. It is true that around 75 percent of Americans claim to pray to God daily, but only a 33 percent state they manage to attend church weekly. Still, although, 85 percent overemphasize actual practice, this clearly symbolizes aspiration. There is nothing else, which tends to unite over four fifths of America. This is because other statistic, which a person can cite on American behavior, is essentially a measure of the professed Christians behavior. The country is a place saturated in terms of Christian’s identity, which begs the question on whether it is a Christian nation. Christ was specific on what He wanted for his followers. Maybe the simple criterion is giving help to the poorest people being a sensible substitute for Christian behavior.

Nevertheless, the days prior to crucifixion, when Jesus summarized his message to his disciples was that the separation of the righteous from the immoral was on their actions. This involved welcoming the stranger, feeding, and the hungry, clothing the naked, and visiting the prisoner. Ironically, the country was ranked second last in the year 2004, after Italy, in developed countries in giving out government foreign help. This means each citizen offer fifteen cents daily in official development aid to underprivileged countries. On the other hand, they are not giving private charities in relief work as a substitute. Such funding tends to increase the country’s average daily donation to twenty cents. At the same time, around 18 percent of children in America live in abject poverty. In fact, preschool access, childhood nutrition, and infant mortality the country is ranked almost last among the affluent nations with a wide margin. It is evident that that the American country trails badly in Christian teachings, which Jesus seemed to pay attention.

It is evident that the American Christian nation seems to make individual contrary to political, choices, which the Bible would be viewed to oppose. In spite of the Sixth Commandment, the nation remains the most vicious rich nation in the world with the rate of murder being four that of their European peers. The population in prisons is greater six times in comparison to other rich nations, which also should give plenty of opportunity in terms of prisons visits. America is the only Western democracy left, which execute its people, generally in the states where Christianity remains in theory strongest. In spite of Jesus’ strict declarations on divorce, marriages tend to break up at a speedy rate compares poorly with the countries found in the European Union’s average. The country tops the charts in terms of teenage pregnancy, obesity, credit purchase, which definitely prove that Americans are hypocrites.

The more disturbing explanation for this detachment remains between belief and action. This is because many Americans, which seem to means mainly believers, have replaced Bible Christianity, with its call for profound sharing as well as individual sacrifice; with an opposing creed. Many American churches seem to have done a good job in loving their neighbor, when they are in church. This means majority of them are Sunday Christians and do not practice Christianity practically but in theory. It is obvious that many churches concentrate on consumer gospel in many suburban megachurches, which remains a perfect match for development of conservative financial notions. The situation entails personal accountability instead of a joint action. This does not entail privatization of Social Security, which makes health care expensive and claim that God only helps those who try to help themselves.

Critique on the Editing and Writing of Press Releases

Critique on the Editing and Writing of Press Releases

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Introduction

A media release, video release, press statement, news release, or press release is a recorded or written communication/statement directly addressed to media members purposely to announce some information ostensibly newsworthy (McIntyre, 2002). Press releases are mailed, or directly faxed to the editorial team at radio stations, television networks, or newspapers for editing before being released. The press release may cover advance stories, features, event stories, results, and discoveries. The information released in either form must be very accurate and timely. The primary objective of any media release is to attract the audience’s attention and be educative or informative (McIntyre, 2002).

Press Release Format

Any news release should conform to the standardized format in order to enable the editorial team to determine its identity in terms of its content and sender. As an identity tool, the media release should have complete addresses of the sender with these details indicated on the extreme left corner of cover page (McIntyre, 2002). The following details about the sender should be provided in the release: name of the sending organization, contact person’s email address and phone number(s) to enable the editors’ desk to get in touch with the sender when need arises (McIntyre, 2002). In addition, the press release should be dated with the release date appearing below the physical address block. To facilitate the internet search process, the sender should provide the internet link(s) so as to enable the newsroom department to conduct a quick search on the efficiency and accuracy of the press. Besides, the organizational websites should be provided to make it possible for the news room to access additional information on the topic covered in the release (McIntyre, 2002).

It is important for the news sender to provide visuals such as graphs, charts, or photographs since such pictures provide visual impression to the readers. Pictures and visual presentations also draw the readers into the main story by illustrating the major findings in visual form (McIntyre, 2002). The press release should be well written and addressed to the right audience. For the press to be covered in the newspapers or magazine, then, it must be written in a language that is simple and easy for the readers to understand its message or topic being addressed. The press release should be written using correct and simple sentences averaging twenty words, structured in short paragraphs and written in active voice (McIntyre, 2002).

A press release must cover the journalism’s five W’s. Any news must address the who, when, what, where, and why (the 5W’s) particularly for the issue of the release (McIntyre, 2002). For example, the “The Drama Team will participate in the National Music Festivals at Cinema Hall, Nairobi on September 1, 2013”. The timing of the story or release is very critical. The press release should be sent in time for it to be important and meaningful. The release must therefore be sent to the editors desk early enough to allow for its verification and publication. Other than the timing of the release, a good media release should contain localized information in its primary context (McIntyre, 2002).

A news release may be rejected when it fails to meet the minimum release standards. For instance, a media release that is poorly written, lacks important information, too lengthy, not newsworthy, written for public relations rather than the public, untimely, or addressed to the wrong audience will automatically be rejected by the publishing team (McIntyre, 2002). In conclusion, in addition to confirm to these acceptance conditions, it is important for the press release to confirm to the 5W’s standards, otherwise it would face rejection.

Reference

McIntyre, C. V. (2002). Writing Effective News Releases-: How To Get Free Publicity For Yourself, Your Business, or Your Organization. Colorado Springs, CO: Piccadilly Books.

the book, Long Walk to Freedom portrays Nelson Mandelas life

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the book, Long Walk to Freedom portrays Nelson Mandela’s life

Introduction

Essentially the book Long Walk to Freedom portrays Nelson Mandela’s life, beginning from his early days through to his rise as the president of South Africa.  It is fundamentally a broad look into a freedom fighter’s life. Like most prominent figures, it is a wonderful narrative about the success of the human spirit. According to the story, it is evident that Mandela is the most unlikely person to rise to be the president of South Africa. Having been born into an disadvantaged family, he fights against all odds all through his entire life. In 1952, Mandela started the original non-Anglo Saxon law firm in the country at the pinnacle of Apartheid.  According to the book, Mandela committed his life to confront the injustices in hi country. In the narrative it is clear that through Mandela’s determination, in addition the fortitude of other persons, that the aspirations of millions of his countrymen are realized. Although it is practically a long walk to freedom, the reader learns that the journey was worthwhile in order to realize the aspirations of a cohesive South Africa.

APARTHEID

According to Mandela, apartheid is the epithet of the racialism, inhumanity and repression of all preceding white supremacist establishments. In order to see the factual face of apartheid one ought to look underneath the shroud of constitutional formulas, illusory phrases as well as playing with terminology. The distinctiveness of apartheid was its postulation that society is a entirely synthetic structure, that the economic base is as compliant as the political super-structure. Apartheid has isolated South Africans in a social context with numerous Whites only warnings. Apartheid denied the black South Africans freehold occupancy in the metropolitan areas and devised obscure laws to accentuate their status as transitory sojourners. However, this permitted the White economy greedily exploit them as it needed. These inconsistencies within apartheid lead at some period to conflict, and probably to the collapse of the regime by consent. The upshot of the inconsistencies as well as conflicts within the apartheid constitution was a discursive protracted lamentation discourse exhibited through extraordinary control of the tyrant’s language. Consequently, authorities of Mandela and like minded individuals, institutions and organizations, anti-apartheid jeremiads were fundamentally affected by an assortment of intellectual and social revolutions in the country.

There are numerous facets of Mandela’s personality that the reader gradually learns concerning Mandela. These include his passion for knowledge, commitment, and conviction to what he believed in. Mandela was apathetic to enroll in the armed wing which comprised of African National Congress (ANC) Youth wing. Once he was convinced to join in the struggle Mandela was passionate to his new vocation. It is noteworthy that his meeting with Walter Sisulu, another icon in 1940s prompted a companionship that lased 60 years through trials, jail and freedom. It is evident that Mandela’s believed that guerilla combat is at times necessary, in order to convey the message across to the populace. This is in spite of the fact that a lot of people relate him to an icon of peace. Mandela recognized that it was the prerogative of the ‘non-European liberation movement,’ that sought the absolute abandonment of White supremacy, to influence the unwavering and firm mass struggle to overcome fascism as well as the founding of democratic structures of government. His anti-apartheid jeremiads demonstrate his confidence that blacks South Africans must unite for the sake of national reconciliation in order to build a fresh South Africa. His jeremiads lamented the lack of togetherness and humanity.

Fall of Apartheid. According to the book, apartheid was denounced by black South Africans, as well as several black political factions that were usually supported by a number of compassionate whites South Africans. In the late 1980’s, negotiations for the release of Mandela began to shape. The early 1990’s, marked the commencement of the closing stages for apartheid. The then president Frederik de Klerk effectively started to dismantle apartheid. This is seen when Frederik de Klerk lifted the 30-year proscription on the principal anti-apartheid faction, the African National Congress (ANC), the smaller South African Communist Party, and the Pan Africanist Congress (PAC). In 1990 the National Party government devoted itself to streamlining South Africa and the previously proscribed black congresses, as well as the releasing of jailed black political leaders. In 1994, the South Africa’s constitution was revised and free general elections held for the first instance in South Africa’s history.

On assuming the post as the first elected black president, he assumed a courageous innovative step. In his opening address, Mandela noted that the people of South Africa should work together, in order to attain national reconciliation, greater nation building, as well as for the dawn of a new world. This exposed an anti-apartheid jeremiad discourse in the black community in South Africa. This was traditionally typified by a steadfast rejection to adjust to apartheid’s perspectives, designated a complex letdown of the conventional order.

Critique Of Toyotas Corporate Social Responsibility (CSR)

Critique Of Toyota’s Corporate Social Responsibility (CSR)

IntroductionThe company that is discussed in this paper is Toyota Company. Its CSR is supposed to be a win-win program, this is not the case; the company is expected to make profits so to the society. But the question is who really wins? In the real sense if there is any benefit to the society that the company’s CSR benefits the society, then it is doubtful. One study showed that over 80% of business CSR decision-makers were very assured in the ability of good CSR practice to consign branding and employee advantages. To take the example of easing corporate philanthropy, when corporations make donations to charity they are giving away their shareholders’ cash, which they can only do if they glimpse potential earnings in it. Therefore, from the last sentence is is clear that companies or organizations only take part in Corporate Social Responsibility with intentions of maximizing their profits and not in the interest of assisting the social sphere (Siow, 2012).

CSR as Public Relations

CSR deals. By appealing to customers’ consciences and yearns CSR helps businesses to construct emblem commitment and evolve a personal attachment with their customers. Numerous business charity gain companies’ access to target markets and the engagement of the charity gives the company’s note much larger power. According to the company’s media saturated heritage, the business is ever looking for more innovative ways to get over their message, and CSR boasts up many promise avenues, such as phrase of mouth or guerilla marketing, for subtly coming to buyers (Marpaka & Muralidharan, 2012). CSR furthermore assists to greenwash the company’s likeness, to protect the company’s negative impacts that it has posted to the society and the environment it operates in by saturating the media with appealing messages to cover up the image of the company. It is evident that Toyota’s CSR programs has been more of a burden to the society who have noted various negative features of Toyota products yet the company is only protecting its image forgetting the needs of the society. For example, it is the due corporate responsibility of the company to ensure that its products have a positive view to the society, but this has not been so; last year the company had a problem with brake paddles which lead to accidents hence, the loss of many clients or users of its cars. The company did not mind the social loss of the society, but it went out to protect its image by recalling all the vehicles with brake paddles problems. Since much of the business case for CSR counts on corporations being glimpsed to be socially to blame, CSR will continue to be little more than PR for as long as it is simpler and cheaper to spin them to change. A prominent case against Toyota in the US Supreme Court illustrates this point. When, in 2002, the Californian Supreme Court directed that Toyota did not have the right to lie in defending itself against criticism, disorder ensued in the CSR action. Activists such as Marc Kasky attempted to litigate the business over a deceptive public relative’s campaign. Toyota kept safe by using its free first free talks amendment rights. The court directed that Toyota was not protected by the First Amendment, on the surrounds that the publications in the inquiry were financial speech.

The case proceeded to the US Supreme Court. Legal summaries were submitted to the Supreme Court by public relatives and advertising trade associations, foremost newspapers groups, and premier multinationals, arguing that if a company’s assertions on human rights, ecological and social issues are lawfully needed to be factual, then businesses won’t continue to make declarations on these matters; that CSR is admonished as being a PR stunt is unsurprising, bearing in brain that most CSR workers in businesses sit in the communications and PR departments, and considering that the schemes of CSR – dialogue with NGOs, ciphers of perform, communal accounts – were all conceived and evolved by PR businesses such as Marsteller, Harrison and high ground and a platform that only come about to make Toyota one of the best Automobile manufacturing company and not a society friendly business that aims at maximizing its profit as well as ensuring that its client are socially stable.

CSR is a scheme for avoiding regulation

CSR is supposed to be a corporate answer to public mistrust and calls for guideline. In an Echo research sample, most financial executives consulted powerfully opposed binding guideline of companies. Toyota argues: that setting minimum standard halts discovery; that you can’t regulate for ethics, you either have them or you don’t; and that except they are adept to gain competitive advantage from CSR, but the company stated that it is not ready to support the cost since the company profit has reduced due to claims that it has been working towards building an outstanding corporate culture thereby, costing the company millions of dollars. This is a clear indication that the company can only support CSR if it gets maximum profit and not so when the profit reduce. Businesses are vitally holding the government to ransom on the topic of regulation, saying that guideline will threaten the positive work they are doing. CSR consultancy enterprise in the Community carries business petitioning against guideline, arguing that ‘regulation can only fight back against bad practice – it cannot ever encourage best practice. These contentions, however, easily assist to reveal the sham of CSR (Ganescu, 2012). Why would a ‘socially to blame business’ take a topic with government guidelines to undertake bad corporate perform? Why would this avert businesses from going after the lawful minimum? Possibly the interpretation is that businesses want to be selective about which localities of ‘bad perform’ they eradicate and desire to use their ‘best perform’ to divert vigilance away from the awful, or that ‘socially to blame’ businesses need the bad practice of other businesses to be a counterpoint to their own ‘best practice’.If regulation distracts from best perform, then businesses cannot be portrayed trustingly’ because they accept as true it to be ethically right to do so – only because they are trying to get an advantage over their competitors. CSR is a clear part of the industry’s attempts to co-opt the ecological action. Despite the fact the Toyota has tried to remain environmentally friendly, this CSR principles have failed to meet the expected standards hence the society is facing negative impacts such as carbon emission that has led to global warming.

Conclusion

It is true that CSR is a vital step but this has not been the case with Toyota’s CSR programs. This may be because they desire to improve their likeness by associating themselves with a cause, to exploit a bargain vehicle for advocating, or to counter the assertions of force groups, but there is always an underlying economic motive, so the company advantages more than the benevolent society. This part explores how CSR diverts vigilance from genuine matters, assisting organizations to shy away from regulation, gain authenticity and get access to markets and conclusion makers, and move the ground in the direction of privatization of public purposes. CSR enables enterprise to represent ineffective market-based solutions to communal and ecological crises, deflecting accuse or difficulties caused by corporate operations upon the consumer and defending their concerns while hampering efforts to find just and sustainable answers.

References

Ganescu, M. C. (2012). Corporate social responsibility, a strategy to create and consolidate sustainable businesses. Theoretical and Applied Economics, 11(11), 91.

Marpaka, P., & Muralidharan, P. (2012). A Study of Successful CSR Practices by Industry Leaders. In Proceedings of International Conference on Business Management & IS (No. 1).

Siow, G. (2012). Sustainability Reporting: Japanese vs. European Automotive Manufacturers. In Proceedings of USM-AUT International Conference 2012 Sustainable Economic Development: Policies and Strategies (Vol. 167, p. 713).

The American Federal Reserve

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The American Federal Reserve

The Federal research system started on December 23, 1913, after President Woodrow Wilson signed the Federal Reserve Act into law. It composed of a central, independent government agency who is the Board of Governors in Washington, D.C. The 12 regional Federal Reserve Banks were also located in the major cities all over the nation. In Today’s world, the Federal Reserve System sets the state monetary policy, it supervises and also it provides the financial services to various institutions that need money. It also provides the financial services to US government and foreign official institutions.

Before the foundation of Federal Reserve, the US nation was bankrupt. During this time, the bankruptcy led into several waves of panics, and this made most citizens to rush to their bank accounts so as to withdraw their deposits. A specific failure of a bank often had a negative impact towards others. The panics could make the customers to rush to withdraw money from their depository banks even if those banks had no sign of failing. Banks in the US needed a source of caution reserves to prevent any panics and the customer’s runs from driving them out of business.

There serious panics in 1907 that made the banks bankrupt and this raised the alarm on the fragile banking system in the nation, and this led to Congress in 1913 to write the Federal Reserve Act. The Federal Reserve System addressed the banking panics that had existed within the economy. This responsibility is now charged with the several other broader assignments. Some of the responsibilities of the Federal Reserve include fostering a sound banking system and a healthy economy.

Since the creation of the Federal Reserve, several pieces of legislation have been enacted by Congress that guides the operations and conduct of the central bank. The Great Depression Congress passed on the Banking Act in 1935, and this established the Federal Open Market Committee (FOMC) as the Federal monetary policymaking body. The Federal Reserve Reform Act in the year 1977 was enacted in the period of surging inflation. The Full Employment and the Balanced Growth Act, that was approved in 1978 and was known informally as the Humphrey – Hawkins Act.

The Full Employment and Balance Growth Act ensured full employment as the second goal of monetary policy and it required the Federal system to report to the Congress on its policy twice in a year. In 2007-2008, The Congress passed a reform and a consumer protection Act of 2010.The law was known as the Dodd-Frank Act and it affected the Fed in several ways. It changed the Fed’s governance, increases its transparency, expands its regulatory responsibilities and finally transfers most of Fed consumer protection responsibilities to a new Consumer Financial Protection Bureau.

Today, the Federal Reserve responsibility has fallen into four general areas. First, it conducts the nation’s monetary policy through influencing money and the credit conditions in the economy in pursuit of full employment and the very stable prices. It also supervises and regulates the banks and the other necessary financial institutions to ensure the very safety and the soundness of the nation’s banking and financial system. In addition to this, it is to protect the credit rights of consumers. Thirdly, it is to maintain the stability of the financial system and contains a systematic risk which may arise in financial markets.

Currently, the Federal Reserve is critical in providing specific the much needed financial services to the government, financial institutions and the foreign official institutions. It is also used to effect and monitor the country’s foreign payment systems. The American colonists were very limited in using the European money, barter as their main means of exchange before the Independence from the British rule. This ineffective to them because people lacked faith in the colonial currency and the authority of the colonies to issue money was interrupted by their British rulers. The colonial banks were not always operating like the new banks. They did not always take deposits from the public or make the loans. They only issued the paper currency which was backed by land or the superior metals such as gold. Merchants and the other individuals were the primary sources of credit.

The Federal Reserve Banks are not part of the federal government, but they co-exist because of an act of Congress. Its primary purpose is to serve the American public. The Federal Reserve System is both private and public. The Board of Governors functions as an independent government agency making it too accessible to the public while the Federal Reserve Banks are set up like the private corporations making it a private sector. Member banks usually hold stock in the Federal Reserve Banks, and they earn dividends.

If the Federal Reserves’ money comes ultimately from the taxpayers, it can be understood as the public being charged interest on the banks’ own reserves. Reserves maintained for their private profit. The Federal Reserve’s income is derived from the interest on the U.S. government securities which had been acquired through open market operations. When the expenses have been paid, the Federal Reserve turns the best of its earnings over to the U.S. Treasury.

According to the Fed’s website, the control Congress has over the Federal Reserve is limited to: It is subject to oversight by Congress, which periodically reviews its activities and can fundamentally alter its responsibilities by statute. If the Federal Reserve was a federal agency, the government could issue U.S. legal tender directly, avoiding an unnecessary interest-bearing debt to the private middlemen who usually want to benefit without much sweat.

In summary, the Federal Reserve is the American central Bank that was created back in the year 1913 with the aim of achieving stability within the economy. The Federal Reserve has backings of various acts of Congress that anchor its main functions. It caters for the financial interests of the American people and promotes efficiency in the U.S. economy through setting the monetary policy within the country, initiating interventions that ensure the financial systems are stable, comes up with interventions to protect consumers of financial institutions and initiate community development, creating a payment and settlement system that is safe and efficient, and monitors and accesses the safety and soundness of other financial institutions within the economy.

The U.S Congress had enacted various Acts since the inception of the Federal Reserve to promote its sound management and facilitate its efficiency. Some of the acts of Congress in regards to the Federal Reserve include The Full Employment Growth Act that entrenched the full employment as the essential goal of the Federal reserve’ monetary reserve and mandated the Federal System to submit reports to the Congress twice each year. The Consumer Protection Act of 2010 that ensured several changes were made to the Federal Reserve like the establishment of the Consumer Financial Protection Bureau, promoting transparency and expanded the agency’s regulatory responsibilities.

References

Ihrig, J. E., E. E. Meade, and G. C. Weinbach. “Monetary Policy 101: A Primer on the Fed’s Changing Approach to Policy Implementation, Board of Governors of the Federal Reserve System Discussion Series 2015-047.” (2015).

Jaremski, Matthew, and David C. Wheelock. “Banker preferences, interbank connections, and the enduring structure of the Federal Reserve System.” Explorations in Economic History 66 (2017): 21-43.

Mongelli, Francesco Paolo, Jung-Duk Lichtenberger, and Dieter Gerdesmeier. “A Brief Comparison of the Eurosystem, the US Federal Reserve System, and the Bank of Japan.” Elements of the Euro Area. Routledge, 2018. 53-72.

Wiles, William W. “Federal Reserve System.” System (2015).

Critique of This Qualitative Study

Critique of This Qualitative Study

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In “Negotiating identity development among undocumented immigrant college students: A grounded theory study. Journal of Counseling Psychology, 60(2), 251–264.” Ellis, & Chen argues in the essence that undocumented youth in the US face a lot issues as they live with the others based on their undocumented nature. Ellis, & Chen goes ahead to state that this an aspect makes many of these youth get devastated and move out of school. Based on my vast experience as a researcher, I have to say that I find Ellis, & Chen opinions intellectual, fascinating, and possibly notably well worth following.

Ellis, & Chen application of negotiation is an aspect that shows how hard these undocumented youths face as they adapt and stay in the US. First and foremost, Ellis, & Chen denotes that about 40% of the undocumented youths do not complete their high school education as a result of the challenges they face. This suggests that the hardship these people go through and the words they are framed and called affect their self-esteem and confidence in how they associate and relate with the common people. Ellis, & Chen state that the blend of the words they are called and the hardship they face demoralizes them making them live in pain. Ellis, & Chen states that allowing these undocumented youths access education, makes them able to assimilate in the community.

Ellis, & Chen in the course of their research identified that graduation is a terrible process, which causes these youths to suffer a state of shock. Furthermore, the aspect of these youths being referred to as illegal aliens and illegal workers causes them to suffer a state of shock. The aspect of shock leads to financial anxiety and depressed motivation leads youths to drop out of school. Ellis & Chen in their study also noted that out of the privileged undocumented youths who finish high school, only about 49% gets the chance to join College.

Ellis, & Chen further noted that these undocumented youths lack state and federal student financial help thus making them lack money to pay for their schooling. These youths also have low income jobs, thus this would also limit their access to school. Access to school is an essential aspect that all students need to enjoy. This aspect of lacking financial and normal support makes it hard for undocumented youths to access a better life. Being unable to join college is an aspect that will not broaden undocumented youth mind as they can be able to join in different ventures. Ellis, & Chen research was based on identifying how to incorporate identity development into the curriculum as a way of building the self-esteem of undocumented youths. Ellis, & Chen used an interview protocol as a way of collecting and obtaining their data from a sample of eleven undocumented college students. The method of analyzing data was iterative and the methodology it was based on was the grounded theory.

The research carried out by Ellis, & Chen required them to look at the challenges that undocumented youth’s face and how they cope with others as a way of them searching for their belonging. This research also wanted to understand how these undocumented youths develop their identity amidst these challenges they face. This was by identifying how they participate in classes and their normal relationship with the documented public. Ellis, & Chen stated that it was necessary that the use of identity development theories would be a better idea to help undocumented students cope with others. This would also entitle them to join in relationship, which could see them marrying legal people and gaining their legal status and also open avenues for them regarding how they could obtain legal status. This would also make it possible for them to gain visas.

The complete research was conducted and it had staggering results as to how undocumented youths could benefit. This research viewed various themes arising from the research. These themes included challenging reflections, speaking about ways regarding how documentation status possesses a challenge to an individual’s perception of themselves and the world, the formation of identity as a continuous negotiation seizing the long-term shifts regarding understanding of emotional response and status implication to this understanding, enhancing positive attributes due to documentation struggles, and sewn within two threads, which describes bicultural identity salience. The findings of the research were discussed regarding the implication they possess to counseling psychologists, educators, and career counselors. The findings also suggested ways in which mental health professionals can empower and educate immigrant youths.

The research conducted by Ellis, & Chen cites work from various researcher like (Sullivan & Rehm, 2005), who in their study stated that undocumented immigrants face a lot of isolation and marginalization an aspect that leads them to stress, depression, and sadness as a result of their status. Sullivan & Rehm (2005) continued to state that those undocumented people who are employed face exploitation and lower wages as a result of their status. This study also cites its work from (Passel, 2005), who states that undocumented immigrants may further be limited as a result of lower rates regarding education achievement, and an increased rate of underemployment and unemployment. Passel (2005), states that these are the factors that lead to increased poverty among undocumented citizens. This study also cites work from another researcher (Ginorio et al., 1995), who stated that undocumented citizens face emotional and psychological stressors like physical health and poor mental, chronic stress, language barriers, immigration trauma, cultural role conflicts, and discrimination.

The basis of my critique regards how the research conducted its study, but failed to give full solutions to what could be done by the government to end this undocumented crisis. This study has done well in explaining and making us realize and see the pain that undocumented people face. This is an aspect that makes it possible to educate people to understand what these people feel and ways in which they can help accommodate these people.

Strength and weakness

The research has various strengths that it possesses. One of the strengths is the aspect that it was able to clearly understand the challenges that undocumented people face. This is an aspect that makes us see how we can help accommodate these people. The research has a strength regarding the aspect that identity formation is an issue that is affected by the challenges that these undocumented people face. This is an aspect that makes it possible for people to understand various ways in which we can live with them. The research has, however, some weaknesses. These weaknesses include the aspect that it was able to note challenges faced by undocumented people and ways in which various people can help grow the identity of these people, but it does not clearly give a way in which the government can go about helping undocumented people gain visas.

In conclusion, Ellis, & Chen research is very vital to educators, mental health professional, as it offers a wider scope of how they can help undocumented youth grow their identity better. This is an aspect that should be well understood as it would help alienate some of the challenges that these people face. The research should, however, go ahead and research ways in which the government can implement a faster and less tedious way of undocumented youths gaining visas.

References

Passel, J. S., & Pew Hispanic Center. (2006). The size and characteristics of the unauthorized migrant population in the U.S: Estimates based on the March 2005 current population survey. Washington, D.C: Pew Hispanic Center.

Sullivan, M. M., & Rehm, R. (January 01, 2005). Mental health of undocumented Mexican immigrants: a review of the literature. Ans. Advances in Nursing Science, 28, 3.)

Texas History 1822-19000

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Texas History 1822-19000

There are several major historical events that took place between 1822-1900 that would shape Texas and would help us understand how Texas was annexed from Mexico and became part of the US. Moses Austin had negotiated for land for 300 families in the Mexican Province in 1820. Antonio Martinez had agreed to give Moses Austin land to settle along the Colorado river but before the families could settle Moses Austin Died and his son took over. In 1824, Stephen Austin and the 300 families settled in Brazos and Colorado. The piece of land that they settled in however was not what they had been promised. Mexico had just won their independence from Spaniards and thus there was an interim government in place that was overseeing all the operations.

In 1824 when Mexico won the war, they established rules on people settling in the colony including need to be Catholics. They joined Texas and Coahuila and together they created a unified Mexican state “Coahuila y Texas”. Mexico welcomed settlers including in San Antonio Texas. There was vast huge of lands that most settlers wanted as it was best for livestock keeping. All the settlers needed to do was pay $30 as down payment and then they would not pay takes for 10 years, this deal was so good and it attracted settlers. Soon conflict begun on Texans and Mexicans with settlers denying their Mexican identity. Most settlers did not want to identify themselves as Mexicans and referred to themselves as Texans. Austin settlers had also brought slaves with them although Mexico had prohibited slaves. There was no allegiance to the nation and soon the Mexican government begun seeing that they would lose the territory. Around 1828, they begun encouraging Mexicans to move into the area. By 1830, Mexico banned the immigration of U.S into but encouraged immigration from Mexico and other European countries. The laws also became stricter especially on slave ownership and there was an increase in military presence a move that made most Texans angry.

In 1833, there was a revolution led by Antonio de Santa Anna Lopez and her overthrew the then President Bustamante. The Texans were okay with Santa Anna leading as he had shown support for the 1824 Constitution that had more similarities with the US constitution. Immediately while in power, he nullified the 1824 constitution and supported a more centralized government and he no longer supported Texas self-rule. In 1833 in response to the nullification 56 delegates from Texas drafted a resolution that wanted the government to change some of its laws. They also wanted Mexico to allow immigration from the United States and they wanted to also be exempted from the anti-slavery laws. The proposals were presented by Stephen Austin and James Miller but all did not go well as Austin was imprisoned on the charge that he incited insurrection. Most of 1830 laws were however repealed but Texas was not granted statehood. With immigration now open thousands of Americans moved to Texas,

In 1835, the Texas revolution begun. It was a rebellion between the colonist who came from the United States (Anglo-Americans) and the Tejanos (Mexican Texans). The Texans thought that the Americans were trying to prevent them from annexation. Notions such as culture and ethnicity were among the reasons that stirred up the rebellion has been supported by some authors. Ethnic reasons to some point may have contributed to the revolt majority of Mexican Texans were Catholic, and thus when the Anglo-Americans flocked into Texas, they were not allowed to have a protestant meeting but rather were to be Catholic. They also differed on slavery, in 1829 the Mexicans banned slavery, and the Anglo-Americans were shocked. The Americans also did not like the fact that the Mexican Texans did not have a jury system but the decisions were made by alcades, and the Mexicans too thought the Anglo Americans were racist. Some Texan leaders believed that Americans would invade their fertile areas especially the northern boundaries as they viewed themselves as superior. Some Tejanos and Anglo Americans had similar ideas. Both of these two groups agreed that there was a need for a better justice system and that Texas should separate from Coahuila. Anglo Americans would however eventually have outnumbered the Tejanos and were unhappy when the centralist took power. This war divided the Mexicans right in the middle. Some members fought for Americans others decided to be loyal to the state.

In 1836, March 1st Delegates held a convention at Washington-on-the-Brazos and drafted Texas declaration of independence that was adopted on March 2. This took place just a month after Santa Anna had invaded Texas to try and reclaim it to make sure they do not annex. March 6th 1836, Santa Anna and his men attacked Alamo under William B and Texas rebels tried to fight the Mexican Army but eventually Mexicans triumphed. Defenders of Alamo were killed including David Crockett a U.S. Congressman. Colonel James Fannin who was in charge of fort Goliad was also attacked by Santa Anna’s men and fought in Battle of Coleto and they too suffered same fate as Alamo. General Houston would later lead an army and attacked a camp with Santa Anna’s army where they triumphed as Santa Anna was captured and now Texas became a republic. During the rebellion, there were Mexican federalist who supported the Anglo American cause. There was the emergence of war patty which was against the Santa Anna regime. Mexicans and Anglo Americans hand found so much in politics that they could agree on.

September 1836, republic of Texas carried out their first election and Sam Houston was elected as their first president deputized by Mirabeau Lamar. Stephen Austin was appointed secretary of state. In 1839, the lone star flag was adopted as official flag for Texas. In 1846, February 19th Texas under the rue of President James Polk was annexed to the United States. President Polk tried defining borders between Texas and Mexico in Rio Grande but Mexico did not agree and troops were placed to protect the border. A war begun in May 1846 and this was officially seen as a war between U.S and Mexico and was declared by congress in May 13th. The war was brought to an end after Guadalupe-Hidalgo treaty was signed and it established boundaries. The treaty also included acquisition of Mexico northern territory; California, Nevada, Utah, New Mexico, and Arizona, as well as parts of Wyoming and Colorado for $15 million.

Between 1860-1865 Texas joined Confederacy. This was also the period of the civil war. Most Texans believed in slave ownership and election of Abraham Lincoln who was a republican was seen as a threat to slavery thus Southern States seceded including Texas as their state Legislature voted in favor of Secession. Slavery ended in Texas in June 19th 1865. Texas was readmitted back to United States in March 30 1870. In 1875, the Texas Constitution was revised and it shortened terms for elected officials and also lowered their salary this was in response to the reconstruction era. The constitution also created University of Texas and one million acres of land was set aside for Permanent University Fund. In 1880, Texas officials decided to build a new capitol building as the old one was now considered small and in 1881 the old building burned down. The new capitol was completed in 1888 and Goddess of Liberty was placed at the top of the dome. Texas was also important for the women’s suffrage movement. Texas Equal Rights Association was created and this became first statewide women’s movement. The main aim of the organization was advocating for equal voting rights for the women as well as being allowed to run for offices and serve in juries.

Works Cited

“Texas History Timeline.” Texas State History Museum, www.thestoryoftexas.com/discover/texas-history-timeline.

Critique of the Strong Interest Inventory

Critique of the Strong Interest Inventory

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Critique of the Strong Interest Inventory

Introduction

The Strong Interest Inventory (SII) is a commonly used unique psychological measuring instrument in existence. It is mainly used in vocational counselling. It was first published in 1927, with a newer version in 1994. Both versions bare resemblance in construction and empirical procedures traditionally used in its development. The main goal of any psychological assessment is to assist in solving problem by providing information and recommendations necessary for the most optimal decisions to be made related to a particular client.

The Myers Briggs Type Indicator (MBTI) assessment is similar to the strong Interest Inventory, and both provide very reliable information available concerned with career interests, personality, and work environments. Both tools differ in their unique ways in how they help individuals understand both themselves and their career options (Solso, Homer , & Kimberly, 1998).

Purpose and nature of the Test

The Strong Interest Inventory is an interest inventory applied in the assessment of careers. It is also widely applied in educational guidance, and has become the most popular career assessment tool. It was developed by psychologist E. K. Strong to assist people retiring from the military search and find suitable jobs. The modern version was revised by psychologist John L. Holland, and consists of two hundred and ninety one items. Each of these items asks an individual to indicate their preferences from five responses. The test is based on the assessment of interests that makes a great difference from aptitude tests or personality assessments.

The test can be taken within 25 minutes, and the scores calculated by a computer. These results make it possible to define how some interests compare to the interests of people employed successfully in specific jobs. Description of the purpose and nature of the test is an interest inventory for a client to measure his or her interest and interpret the optimal career path. It is targeted to people who want a job change, career change, or assistance with career development opportunities as it provides a solid, dependable guide for clients. The principle purpose is to identify general areas of interest, specific activities, and occupations for further exploration. Other clients who would be interested in taking the test include workers seeking more satisfying work in organisations, students exploring career options, employers seeking to retain the best employees and star staff, and other people in their mid life or elderly planning to retire.

The results of the test includes: scores of the level of interest for each of the six Holland codes or general occupational themes, Scores on thirty basic interest scales such as art, science, and public speaking, Scores on 224 occupational scales that shows the similarity between the respondents interests and those of people employed in each of the 122 occupations, scores of five personal style scales consisting of learning, working, leadership, risk taking, and team orientation. Finally, scores on three administrative scales used to identify test errors or unusual profiles. Strong Interest Inventory is a registered trademark of CPP, Inc of Mountain View, California.

Administration and Evaluation

The evaluation covers the history of the instrument, the current form, content, administration, and evidence of reliability and validity. The people with great interest in the test are human resource practitioners specializing in areas of selection and development, recruitment and selection specialists, managers or consultants who may want to apply ability or aptitude tests within selection and assessment, and coaches wishing to apply ability tests and interest inventories for purposes of career guidance (Russell, 1999).

Strong Interest Inventory is an open access program, that is, no previous experience or knowledge is required provided one goes through a certification program such as Occupational, Ability Programme (OPP) of the British Psychological Society (BPS). This program registers the test users to be able to administer the instrument, and successful delegates are accredited to use ability tests competently and adhering to international standards. These qualifications are suitable and offer enough portfolios in the ability and aptitude tests, which can be targeted to assessment, selection, recruitment, and career guidance (Patten, 2002).

Evaluation can be categorized into practical evaluation, technical evaluation, and summary evaluation. Successful career developments depends one’s ability to conduct an accurate self evaluation. The evaluation of Strong Interest Inventory must consider factors significant to the client (Raymore, Godbey, & Crawford, 1994)

Types of psychological test used

The main types of psychological test used in the articles are the TAT (Thematic Apperception Test). In the articles, the thematic test are used for assessing the personality through a projective technique that focuses on the dominant drives, sentiments, their emotions, complexes as well as the attitudes of employees. It also focuses on the conflicts (Woodside, et al, 2000).

Examinee responding modes

The examinee responding mode is also highlighted in the papers. Most of the examinee responding modes was very high, with many of them scoring the 111A, in the Arithmetic Reasoning (AR), Mathematics Knowledge (MK), Paragraph Comprehension (PC), and Word Knowledge (WK). This is very high response and was likely drawn from very intelligent personnel (Raymore, Godbey, & Crawford, 1994).

Theories in which the test are based

The test was based mainly on the classical test theory and the item response theory as they are the most effective theories for psychological tests

Validity and reliability

The information used in the articles has a very high internal and external validity despite a relatively low reliability scores. For example, the sample groups were highly was hugely randomized and the researcher took appropriate care and diligence shown in the allocation of the controls. The articles meets all the criterion validity and predictive validity, however, there is no concurrent validity based on the facts of the information used. However, the reliability of the results is very low as the research fails to yield concurrent results (Patten, 2002).

Usefulness of this test for your purposes as a future counsellor

The test results are very useful and may be applicable in the near future, however, caution must be taken when suing the results of the research in future, and there are many changes that will have taken place in the field that may have caused a shift in the current benchmarked standards for effectives. This is to say, future uses of the information in the article, must be subjected to rigorous testing and vetting. The failure of the article to meet the reliability status is also another reason for rigorous research. It is also recommended the test results be used in addition to other test results in order for it to be effective

References

Raymore, L., Godbey, G. and Crawford, D. (1994), ‘‘Self-esteem, gender and socioeconomic status: their relation to perceptions of constraint on leisure among adolescents’’, Journal of Leisure Research, Vol. 26 No. 2, pp. 99-118.

Woodside, A.G., Crouch, G.I., Mazanec, J.A., Oppermannn, M. and Sakai, M.Y. (2000), Consumer Psychology of Tourism, Hospitality, and Leisure, CABI Publishing, New York, NY.

Patten, Mildred L. (2002). Understanding research methods: An Overview of the essentials (3rd ed.). Los Angeles: Pyrczak Publishing.

Schutt, Russell K. (1999). Investigating the social world: the Process and practice of research (2nd ed.). Thousand Oaks: Pine Forge Press.

Solso, Robert L., Johnson, Homer H., & Beal, M. Kimberly. (1998). Experimental psychology: a case approach (6th ed.). New York: Longman.

Summary and outline for Tharp chapters 10-12. Summary of The Creative Habit

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Summary and outline for Tharp chapters 10-12. Summary of “The Creative Habit”

The creative habit is based on the life and career of Twyla Tharp. The author has made a significant impact in the world of music and dance through her contribution in the society. The documentation of her strides towards success reinforces her principles in terms to her career. The creative habit is unique in that it offers an architectural view in regard to music. She thus manages to combine the two creating a masterpiece. The book acts as a source of inspiration for young minds that can use it in facing some of the worldly issues (Tharp, chapter 10-12).

The chapters are arranged systematically so as to cover the journey of any achiever. One of the significant aspects of the book is the authors take on identifying creativity. Creative rut involves identifying with a form of dance. Once an individual projects their creative groove, they set the pace for success.

On an individual’s search of personal and identity, they are fazed by the lack of clarity that comes with being and learner. This makes an achiever loose the initial goal that they had set for themselves. Goals tend to change during ones journey, following the significant goals ensures a clear path.

One of the ways that a person remains in line with their goals is by following their passion. Passion maintains the purity that comes with any art. It is expected for one to get lost along the way. Through passion one is able to follow the direction they choose for the possibility of success.

Apart from losing sight of one’s goals, an individual faces the risk of dealing with failure. Failure is a key aspect when fighting for a success. It serves both as an advantage and a disadvantage. The book ensures that a person derives the positive from any situation.

Learning how to deal with failure is a talent on its own. Failures can make or break a person on their quest to achieve their goals. When an individual fails a certain attempt, they are exposed to all sorts of vulnerabilities. This in turn, reduces the self esteem of an individual who has to make a choice on whether to succeed or fail.

Failure is viewed as a negative aspect due to the repercussions it has on the self esteem of an individual. This negative aspect can however, be used to make one acquire a new form of strength. Deriving strength from failure is an essential quality to posses in dance.

Having a strong will enables the success of the least promising situations. Tharp uses her success to showcase various situations that are not dance related. Combining architecture and dance is one of the features that differentiate the book from the rest of the motivational books.

The last chapter seeks to conclude the contents of the overall book. There are a few aspects that stand out in this area. One of the factors is centered on mastering of an art. The art of dance like any other requires a keen eye in order to overcome. This offers challenging situations that separate the masters from the students. Mastering an art involves manifesting the price to be won. This places pressure on an individual that is ideal for their overall success (Tharp, chapter 10-12).

Works cited

Tharp, Twyla. The creative habit: learn it and use it for life. New York: a practical guide, Simon and Shuster, 2003. Print.

Critique of the Strategic and Tactical Approach taken by Red Bull in Attempting to Create a Culture for its Brand

Critique of the Strategic and Tactical Approach taken by Red Bull in Attempting to Create a Culture for its Brand

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Introduction

Brands are collections of functional and emotional values that promise stakeholders unique experiences. A brand is a culture because the consumers who use a particular brand a number of times often identify themselves with that brand. Such consumers become a ‘cult’ as they cannot be separated from the brand which they have a deep association with. Therefore, a brand should have its own culture, from which every product derives (Kapferer, 2008, p. 184). This paper discusses the aspects of brand culture used to market Red Bull, an energy drink. In reference to Red Bull, the paper addresses how cult brands are created and developed through brand extensions, endorsements and associations. To achieve this, the paper will investigate theories that try to explain how brands create experiential connections with brand users to generate loyalty and attachment.

Overview of the Red Bull brand

Red Bull has grown as one of the most popular drinks in the energy drinks category. Its history dates back to 1987 when Dietrich Mateschitz, a marketing executive at Unilever and Procter & Gamble, introduced the energy drink in Austria. Mateschitz modified the ingredients of Red Bull to make it suit Western tastes as an energy drink on its own, and Europe thus become the mainstay of the brand although it had originated in Asia (Roll, 2006, p. 199). Although the drink faced some restrictions at the start in Austria due to its ingredients, it later spread quickly to neighbouring countries such as Germany, Switzerland, Hungary and Slovenia (Dahlén, Lange & Smith, 2009, p. 315).

One of the key reasons for the success of Red Bull has been its unconventional marketing communications that range from creating buzz, using word-of-mouth publicity to sponsoring extreme sports events (Roll, 2006, p. 199). The communications have been in synchrony with the overall brand personality of being a cool, hip and rebellious brand. The resistance that the drink faced when entering the market in France, Germany and other key European countries may have been an obstacle to the brand’s success but it also helped to identity the product with its consumers when it eventfully entered these markets. As Temporal (2006, p. 12) notes, the market share of Red Bull has been growing at an annual rate of 15 to 25 percent. The brand is also popular in the United States with a 47 percent market share in 2006 and accounts for 70 percent of the global market share in terms of energy drinks (Temporal, 2006, p. 12).

Red Bull as a cult brand

As mentioned above, the popularity of the Red Bull brand can largely be attributed to the brand’s marketing communications strategy. The company used a number of marketing strategies including word-of-mouth, sponsorships, athlete endorsers, sampling programmes, point of purchase marketing and electronic media buys. However, word-of-mouth was the most preferred method because the company presumed that best method was to get the consumers who used the product to give testaments to others. Notably, traditional communication tools such as mass media advertising were at first avoided for more localised methods (Dahlén, Lange & Smith, 2009, p. 315). With this strategy, consumers in neighbouring countries such as Hungary and Germany who had not been in Austria got to know about the product. According to Schumann (2009, p. 195), word-of-mouth makes at least three contributions to marketing theory. First, it has a strong positive effect on customer satisfaction as customers spread the message about the product in question. This influences customer trust and leads to brand loyalty. Second, word-of-mouth is valid for ongoing service relationships. As Schumann (2009, p. 195) notes, the strategy enables customers to evaluate their product or service provider – which thus affects their decisions. Third, word-of-mouth has different effects across cultures (Schumann, 2009, p. 195). Along this line, while the word-of-mouth marketing strategy made Red Bull popular, it also influenced (sometimes negatively) how different consumers in different countries perceived the brand. The benefit of using word-of-mouth in marketing is that the strategy not only needs minimal cost but also enables the message to be spread further than its source (Katz, 2010, p. 112). This is how Red Bull was able to extend to other countries, hence the over-mystification of the brand

The over-mystification of Red Bull is what led the perception of the brand as a cult brand. According to Kumar (2007, p. 383), a cult brand is one that offers a group-affiliated, brand-based experience to consumers who are obsessed with the brand and promotes the relationship within the members of the cult. In this case, the ‘cult’ included a wide range of consumers who had the need for a stimulating drink – and this was clear in Red Bull’s slogan ‘Red Bull gives you wings’.

Red Bull also ventured into brand extensions to increase its coverage and hold of the market. In 2003, noting that 21 percent of the soft drinks consumed in the United Kingdom were sugar-free, as were over 30 percent in the United States, the company decided to come up with a sugar free version of Red Bull – Red Bull Sugarfree (Keller, 2008). As Cheverton (2006) notes, brand extension is inevitable particularly where the existing brand is perceived to have matured but there seem to be no other alternatives to innovate. Thus, the existing brand is used to support the launch of the new product. In this case, the Red Bull Energy Drink was used as the backdrop for the introduction of Red Bull Sugarfree. This enabled the brand to capture an even wider market.

Other factors that reinforced Red Bull as a cult brand are brand endorsements and associations. The Red Bull marketing strategy concentrated in the brand’s slogan and engaged in a number of endorsements in sports that required physical endurance such as motocross, surfing, basejumping, and skateboarding (Waxler, 2004, p. 126). This association with extreme sports events undoubtedly added value to Red Bull’s brand equity, which is the total awareness and perceived worth of the brand in the mind of consumers (Smith & Zook, 2011, p. 38).

How brands create experiential connections with brand users to generate loyalty and attachment

The Customer-Based Brand Equity (CBBE) model (Keller, 2001) can be used to explain how strong brands are built and how the brands create experiential connections with users. According to Keller (2001, p. 17), building a strong brand involves four steps: (1) establishing the appropriate brand identity; (2) creating the appropriate brand meaning through strong, favourable and distinctive brand associations; (3) eliciting positive, accessible brand responses; and (4) developing brand relationships with customers that are featured by intense, active loyalty. Attaining these four steps in turn requires establishment of six brand-building blocks __ brand performances, brand resilience, brand imagery, brand feelings, brand judgements and brand resonance. As Keller (2001, p. iv) suggests, the most valuable brand-building block is brand resonance, and it occurs when all the other brand building blocks are already established. True brand resonance occurs when customers express a high level of loyalty to the brand such that they aggressively seek means to relate with the brand and share their experiences with others (Keller, 2001, p. iv). In relation to this, Smilansky (2009, p. 61) argues that experiential marketing aims to convert consumers into brand advocates who love and promote their favourite brands.

To understand how Red Bull has achieved experiential connections with brand users to generate loyalty and attachment, it is important to look at various aspects such as brand attributes, positioning, and values. Red Bull builds on its functional product dimensions and their benefits such as improved performance, metabolism, concentration, vigilance, and reaction, while at the same time riding on an integrated marketing platform based on extreme sports to communicate the brand’s emotional dimensions (Temporal, 2006, p. 13).

As regards brand positioning, the universal slogans ‘Red Bull gives you wings’ and ‘Red Bull stimulates body and mind’ are adjudged to relate to the energy lift claimed by the drink and promised to the consumer (Temporal, 2006, p. 13).

The Red Bull communication strategy also depicts brand values or personality. According to Temporal (2006, p. 13), the distinctive traits that determine how the Red Bull brand communicates with its audience across the media are individuality, humour, innovation and non-conformism. These values are consistently projected as the heart and soul of the brand, which consumers can identify with and build an attachment with.

Conclusion

In summation, Red Bull is one of the brands that have grown immensely to become a cult brand. A cult brand is a brand that be affiliated to a particular group of consumers, such that they are obsessed with it and are always willing to promote it. This can be linked to the marketing communications used to market Red Bull, starting with word-of mouth to detailed strategies such as sports endorsements. The Customer-Based Brand Equity (CBBE) model has been used in this paper to illustrate how brands create experiential connections with brand users to generate loyalty and attachment, beginning with the four key strategies to build such a brand. Notably, a strong brand is achieved when brand resonance occurs such that customers portray a high level of loyalty to the brand and aggressively seek be related with the brand and share their experiences about it. For Red Bull, this has been achieved through brand attributes, positioning, and values.

References

Cheverton, P 2006, Understanding Brands, Kogan Page Publishers, London.

Dahlén, M, Lange, F & Smith, T 2009, Marketing Communications: A Brand Narrative Approach, John Wiley and Sons, New York.

Kapferer, J 2008, The New Strategic Brand Management: Creating and Sustaining Brand Equity Long Term, 4th edn, Kogan Page Publishers, London.

Keller, KL 2008, Best Practice Cases in Branding, Lessons from the World’s Strongest Brands, 3rd edn, Prentice-Hall, New York.

Keller, KL, 2001, ‘Building customer-based brand equity: A blueprint for creating strong brands’, Working Paper, Report No. 01.107. 2001.

Kumar S R 2007, Marketing and Branding: The Indian Scenario, Pearson Education India, New Delhi.

Pride, WM & Ferrell, OC 2006, Marketing: Concepts and Strategies, 13th edn, Cengage Learning, New York.

Roll, M 2006, Asian Brand Strategy: How Asia Builds Strong Brands, Palgrave Macmillan, New York.

Schumann, JH 2009, The Impact of Culture on Relationship Marketing in International Services: A Target Group-Specific Analysis in the Context of Banking Services,Gabler Verlag, Cologne.

Smilansky, S 2009, Experiential Marketing: A Practical Guide to Interactive Brand Experiences, Kogan Page Publishers, London.

Smith, PR & Zook, Z 2011, Marketing Communications: Integrating Offline and Online with Social Media, 5th edn, Kogan Page Publishers.

Temporal, P 2006, Asia’s star brands, John Wiley and Sons, New York.

Waxler, C 2004, Stocking up on Sin: How to Crush the Market with Vice-Based Investing, John Wiley and Sons, New York.