Ww1 Essay Example | Topics and Well Written Essays - 750 words

Ww1 - Essay Example The consequence of WWI, besides millions of dead soldiers, was the imbalanced provisions of the Versailles Treaty which humiliated the German people and wrecked its economy setting the stage for WWII. All wars have complicated explanations and grave consequences maybe none more so than WWI. It has been often said if you want to know the source of a person or country’s interest, follow the money trail. Both private and public U.S. financial concerns were involved in the war long before troops were sent â€Å"over there.† Money from famous banker and entrepreneur J.P. Morgan and the U.S. Treasury flowed to many European nations to help finance their war efforts. Many have said the war would have been over three years earlier without the financial aid provided by U.S. sources. Prior to 1914, the year the war began, the U.S was in the midst of a recession but from 1914 to 1918, the economy was significantly boosted due to the weapons and other supplies purchased from the U.S. by several countries engaged in the war. Unemployment, at 7.9 percent in 1914 decreased to 1.4 percent by 1918. (Lozada, 2012) German Foreign Minister Arthur Zimmermann sent a coded telegram to the German ambassador to Mexico in early 1917 telling him to form an alliance with the Mexican government. Germany knew that U.S. involvement in the war was immanent and it surely would be beaten if hundreds of thousands of fresh American troops along with more weapons and equipment landed on European shores. To prevent this, Germany wanted to enlist Mexico to keep America busy fighting a war in its own country. â€Å"If Mexico waged war against the United States, thereby distracting Americans from the conflict in Europe, Germany would lend support and help Mexico reclaim Texas, New Mexico and Arizona.† (Gambino, 2012). Great Britain’s Naval Intelligence intercepted and broke the coded message then shared this important information with U.S. President Woodrow Wilson who, in

(Social Work) Late Adulthood Essay Example | Topics and Well Written Essays - 1750 words

(Social Work) Late Adulthood - Essay Example These stages are the physical growth and development, cognitive growth and development and socio-emotional growth and development. That this group or stage of development is sensitive is a matter that scholars and theoreticians readily agree on. According to Erikson model of development, this stage of development can be split into four stages: the infancy stage which starts from childbirth to 18 months, the early childhood stage which begins from 18 months to 3 years, the play age, 3 to 5 years, and the school age, 6 to 12. Erik Erikson’s Model sees the infancy stage as the Oral Sensory Stage wherein the baby tends to feel the environment through the mouth. The importance of this stage is marked by the child either learning to trust or to mistrust, depending on the prevailing circumstances within the environment. At the same time, it is observed that passing successfully through this life’s stage is invitational of an inherent sense of hope and self-drive (Davenport, 19 94, 65). This is then followed by the early childhood age where the outcome of the ego development begins to take shape. It is in this period where the child either becomes courageous or ashamed. The same stage also sees the child develop the knack for making initiatives instead of being accosted by feelings of guilt, if the surroundings are conducive. In the play stage, the initiative vs. guilt plays out. If the child is for instance raised under the tutelage of caretakers or parents who criticise and castigate the child, it may be impossible for the child to gain traits such as purpose and determination (Butler and Hickman, 2011, 22). In the school age period, the child learns to either become industrious or inferior. Eventually, the child gets to become more methodological and competent. It is at this stage that children are able to learn, create and accomplish an array of new skills and knowledge, and thereby developing a sense of

Good Cholesterol and Breast Cancer risk Essay Example | Topics and Well Written Essays - 1750 words

Good Cholesterol and Breast Cancer risk - Essay Example This phenomenon reduces the risk of heart diseases but at the same time HDL also stimulates migration and activates signal transduction pathways in the human breast cancer cell lines, thus acting like a catalyst in the development of breast cancer. Thus knocking down the HDL receptor, SR-BI by some pharmacological methodologies play an essential role in regulating cellular proliferation and migration, thus controlling the growth of tumor cells, and hence SR-BI can be essentially used in the treatment of breast cancer in humans. The Popular article, Good cholesterol and breast cancer risk explains about the above detailed primary research article in a crisp manner. Though HDL that is, good cholesterol is good for health and acts like a protective shield against heart disorders, it has a negative impact on breast cancer development in humans. Higher the level of HDL in blood, higher is the risk of developing breast cancer. Thus limiting the HDL receptor, SR-BI the rapid proliferation o f tumor cells were found to be greatly reduced. The popular article also interacts with Dr. Philippe Frank, head of the research team and a cancer biologist in the Department of Biochemistry and Molecular Biology at Thomas Jefferson University who stresses on the importance of inventing more specific drugs to inhibit SR- BI and the safer level of HDL to be mentioned in cancer patients. How it relates to the theme – ‘Gender, Science and Technology’ Both the articles are interlinked and have a strong correlation with the theme of ‘Gender, Science and Technology’. The main focus of both the articles is about the treatment for breast cancer. Though the exact cause for breast cancer is still a topic under research, analysing the risk factors can show who is most likely to develop the disease. Lifestyle choices, genetic disorders and medications taken for some kind of diseases may be some of the risk factors for developing the disease but some risk factors are more vulnerable, particularly one’s ‘Gender’. Breast cancer is most common in women because they have more breast tissue than men. Breast cancer causes include what stimulates the breast tissue to grow and develop. Female relatives can also be a risk factor for getting breast cancer. If one’s mother, sister or daughter have breast cancer, the chances of getting the disease is doubled. Though cancer of several types is the leading cause of death in the world, medical science and technology has empowered people to make life changing decisions by matching them with modern and advanced treatment options based on individual conditions of the patients. Modern science and technology has revolutionized the breast cancer research therapies and now chances of overcoming breast cancer are much better than in earlier days. Main Scientific Claim The authors claim that their examination about the role of HDL and SR-BI in the regulation of cellular signalling pathwa ys in breast cancer cell lines and development of tumors show that, HDL can stimulate the signal transduction pathways in the human breast cancer cell lines. Then, accelerate the formation of tumors and hence knocking down of HDL receptor, SR-BI limits the

Cost Accounting Terminologies Essay Example for Free

Cost Accounting Terminologies Essay Cost accounting, as a tool of management, provides management with detailed records of the costs relating to products, operations or functions. Cost accounting refers to the process of determining and accumulating the cost of some particular product or activity. It also covers classification, analysis and interpretation of costs. The cost so determined and accumulated may be the estimated future costs for planning purposes, or actual (historical) costs for evaluating performance. The Institute of Cost and Management Accountant (ICMA), London, defined cost accounting as â€Å"the process of accounting for cost from the point at which expenditure incurred or committed to the establishment of its ultimate relationship with cost centers and cost units. In its widest usage it embraces the preparation of statistical data, the application of cost control methods and the ascertainment of profitability of activities carried out or planned.† Costing Cost accounting and costing have distinctly different meanings. The Institute of Cost and Management Accountant (ICMA), London, defined costing as the ascertainment of costs. Costing includes the â€Å"techniques† and â€Å"processes† of ascertaining costs. The technique refers to the principles or rules which are applied for ascertaining costs of products manufactured and services rendered. There are mainly two methods of costing job costing and process costing. The process includes the day to day routine of determining costs within the methods of costing adopted by the business enterprise. Within such a process, there could be historical costing, marginal costing, absorption costing and standard costing etc. Objectives of Cost Accounting There is a direct relationship among information needs of management and cost accounting objectives and techniques and tools used for analyses in cost accounting. Cost accounting has the following three important objectives: 1. To determine the product cost.  2. To facilitate planning and control of regular business activities. 3. To supply information for short and long-run decision. Product Costing The objective of determining the cost of products is the prime importance of cost accounting. The total product costs and cost per unit of product are important in making inventory valuation, deciding price of the product and managerial decision making. Planning and Control Another important objective of cost accounting is the creation of useful cost data and information for the purposes of planning and control by management. The different alternative plans are evaluated in terms of respective costs and associated benefits. The management control over business operations aims to establish balance between actual and budgeted performance. A properly designed cost accounting system includes the following steps in the control process: 1. Comparing actual performance with budgets and standard 2. Analyzing the variances between budget and standards and actual by causes, and management responsibility so that corrective actions may take place. 3. Providing managers with data and reports about their individual performances and performances of subordinates. Information for decision Another important objective of cost accounting system is to provide data and special analyses for short and long-run decisions of a non-recurring nature. Appropriate cost information must be accumulated to make a wide variety of short and long run decision. According to Henke and Spoede, the following are the cost information developed in cost accounting: 1. As a basis for valuing manufactured inventories and cost of goods sold in externally presented financial reports. 2. In controlling operations through the evaluation of operating results and the placement of responsibilities for the uses of organizational resources on the shoulders of specifically identifiable persons within the organization. 3. In planning operations through the establishment of cost and budgetary goals. 4. In making day- to- day operating decisions. The cost information is used for two purposes in most organizations: 1) the cost accounting systems provide information to evaluate the performance of an organizational unit or his manager, and 2) also provide the means for estimating the unit cost of products or services that the organization can manufacture or provide to others. a) Performance measurement: This measurement can be done by comparing current costs with those who were expected or standard costs budgeted cost to the degree of knowing which of them have been controlled. Deviations of expected with the current variances can be identified, evaluated and discussed by managers. b) Cost of goods and services: In manufacturing companies, the costs of goods must be measured to determine the cost of items transferred from work in process inventory to finished products. To meet the demands for information, a cost system should measure all the costs of manufacturing process and allocate a portion of those costs to each unit of output. The cost to obtain, maintain and manage the manufacturing plant or building should be added to the cost of material and productive work that requires each unit. The first are called indirect costs and the two last are called direct costs. c) Profit analysis. Information in costs is essential to analyze the profits obtained from a product or product line. The information on the cost of a product enables managers to assess the contribution margin the difference between the price and variable costs and the gross margin the difference between the price and the total cost of the product. d) Product mix. For the companies that offer more than one product or service the cost information is key to handle the mix of products or services offered to customers. With information on cost-profit, a manager can lead the effort in sales and advertising for products that generate greater value. The products that do not create any profit can be removed, have a price reassignation, or tied up with products that have greater utility. e) Price assignation. Regardless of where prices are determined by the forces of market demand, product differentiation and advertising offer to many managers some sort of idea to assign prices to products or services. The costs of products and trends commonly offer signals to managers that prices should be changed. An example could be the change in the cost of a material or critical component which can give a signal to reassess the price of a product or service. f) Cost of service. Many products require the seller to provide additional services to customers. In such cases, the information about the cost of service is so important for managers as the cost of production. The same for companies that offer services only, unless the cost of service is measured, there is no way to know whether providing the service is profitable or not, or whether changes in prices or advertising are needed. Looked from another angle, the uses that the administration of a company can give to the costs can be grouped into 4 categories, specified below Method of costing As state earlier, the term costing refers to the techniques and processes of determining cost of a product manufactured or a service rendered. Different methods are applied in business enterprises to ascertain cost depending upon the nature of the product, production method and specific business conditions. For example, in a textile or steel company, raw material passes through different stages and production is done continuously. In some other industries, production is done at different customers specific orders and each job is different from the other job.

Xenon :: essays research papers

Xenon Xenon is element number 54 on the periodic table of the elements. It has a mass of roughly 131 atomic mass units. There are 77 neutrons and 54 protons in the nucleus of the atom. The symbol for xenon is Xe and it belongs to the family of elements called the noble gases. It is called a noble gas because the valance shell of one atom contains a full shell. Xenon is one of the most stable elements on the table. The 54 electrons are arranged, so that there are 2 in the 1st shell, 8 in the 2nd, 18 in the 3rd, 18 in the 4th and lastly 8 in the 5th shell. The melting and boiling points of xenon are extremely low. They are -111 °C and -107 °C respectively.   Ã‚  Ã‚  Ã‚  Ã‚  Xenon and most of the other noble gases were discovered by Sir William Ramsey and M.W. Travers from England in 1898. The two scientists discovered it mistakenly while experimenting with crude krypton, another noble gas. They were separating the elements in the crude krypton through a process called fractional distillation. In fractional distillation, the process separates two elements that have different boiling points. Basic-ally, when a sample is heated, the faster element leaves first, leaving the second element behind. Krypton was known to have a boiling point at a temperature that is lower than xenon. So the scientists could predict that heating the mixture would leave krypton in the container, while the faster boiling xenon leaving it. After the two scientists separated krypton and xenon, they identified it as a new element through the emission spectrum of the gas.   Ã‚  Ã‚  Ã‚  Ã‚  Xenon is used heavily in light bulbs. Many of the bulbs in camera flashes have xenon in them, because they can be used over 10,000 times without burning out, as well as producing a good balance of all colors. Xenon is also used in medical purposes. Local anesthesia is made up of 20% oxygen and 80% xenon. Xenon also can be injected or breathed into the body to give clearer M.R.I.'s or X-rays. In addition to the uses above, xenon is also in movie projector lamps, advertising lights, and bubble chambers, Bubble chambers are devices used by physicists that are used to detect nuclear radiation. The element is very chemically stable and unradioactive and is generally not harmful to man. Xenon is also nonflammable. It is only when it combines with other elements that xenon becomes hazardous. Xenon compounds are highly radioactive. This element accounts for a very minimal amount of the earth's crust. Only 3x10-9% of the earth contains xenon.

Lotus Versus Zen Buddhism

William Bettley 4/3/2013 Cul 260 Prof. Grohe Zen (or Chan) and Lotus Buddhism A Comparison Essay Buddhism, like many other major religions has expanded past a simple definition. There are a large number of regions that practice this astronomically large religion, and throughout the years since its introduction to the world it has developed a large number of ways to practice the belief system. The sect with the largest number of temples in Japan is Zen Buddhism, the second largest number belong to the Lotus, or Nichiren Sect.Zen, being the Japanese pronunciation of the Chinese character Chan, falls into a much larger sect of Buddhism, with many different branches; this paper will look into the Japanese Zen branch and the Soto-Zen branch. These branches will be compared to the almost exclusively Japanese sect of Buddhism, Nichiren. The Nichiren sect, that borrows its name from its founder, is an extremely large sect of Buddhism whose main sutra is the Lotus Sutra. The Nichiren sect of Buddhism is any denomination of Buddhism that derives its beliefs from the teachings of the ancient Japanese teacher Nichiren. Nichiren is comprised of more than forty different independent religious institutions. Nichiren, originally a monk of the Tendai doctrine did not see himself as the creator of a sect, nor did he give his followers a name. It was in his death that his teachings, based on the Lotus Sutra, were denominated to be the Lotus sect of Buddhism† (Buswell Vol. 2). The largest of the Nichiren branches has its largest temple in Yamanashi and is called Nichrenshu. â€Å"Nichiren adopted the Tiantai School doctrine of reality as three thousand realms in a single thought to explain the theoretical basis upon which ordinary people can reach Buddhahood.He found this single thought doctrine not as an access from meditation, but as concrete manifestations from the three great secret dharmas. He derived these three secret dharmas from the latter half of the Lotus Sutra, or the origin teachings, thus these three secret dharmas became the core of his teachings. † (Buswell Vol. 2) The Daimoku, or name, is the Myohorengekyo or name of the Lotus Sutra. Nichiren believed this to embody the essence of all Buddhist teachings. He felt that all that Buddha is and was and ever will be can be embodied in a practitioner through the faith and chanting of this name.He felt that through reciting this mane, the essence of the Buddhist teaching can be transferred to the practitioner in a moment of faith. This was the first dharma of lotus teaching. As with most major religions, and religious sects, there is an identifying object. The Lotus sect of Buddhism is no different. The second dharma of Lotus teaching was the honzon, or object of worship. During Nichiren’s lifetime he developed a calligraphy Mandala, an example of which you can see above. This is an example of the item of worship you would bear reverence to in this sect of Buddhism, and this can be found in every Lotus Buddhist temple.Namu Myohorengekyo is inscribed down the center, and to the left and right are inscribed the names of Buddha, along with the representatives of the assembly of the Lotus Sutra. The third dharma is the most controversial. The kaidan is to some a platform of belief, while to others it is a physical thing. By definition it is a platform loosely described in Nichiren’s writings. It is more definitely an ordination platform. In the esoteric sense it means that wherever one embraces the Lotus sutra is the Buddha land.There is not much to say about this but to say that Nichiren has mixed reviews on what he believed this to be. â€Å"Zen is the Japanese pronunciation of the Japanese character Chan† (Buswell Vol. 2). This was one of the first quotes in my paper, and allows us to look at Zen in a different light. While it remains the Zen school of Buddhism in Japan, it is a branch of the Chan school of Buddhism, thus to look at Zen, you mu st first see Chan. This section will look into both the Japanese Zen Buddhism, and the Soto Chan Buddhism.Japanese Zen Buddhism is almost exactly like the original Chan School, because it took upon itself Chan concepts in Japanese style. There is not much of a difference between the Chan School and central Buddhist practice, and thus I will not look deeply into it. One of the primary notable things about the Zen school is that it, much like other schools, incited much violence between the schools because of a difference of views. Soto Chan Buddhism takes as its main concept that one is already Buddha, and to take up the mantle, you must sit in meditation without the attempting to become Buddha.This is interesting and much different from what we have learned prior in this paper. Most schools of Buddhism do not see themselves already being Buddha, and most strive to achieve Buddhism, and that takes a huge parting path from original Buddha teachings. Thus far in this paper we have brok en down many branches of Buddhism schools and how they differ in belief. That being the target of the paper would imply that this is the end, but I must make a few additional remarks. In Buddhism one strives to achieve enlightenment. In that cause Buddhism is different from many religions.It takes a walk away from heaven, and strives towards the land of Buddha. But like many other religions there is discrepancy, and thus there is conflict. That does not mean that Buddhism is bad, just normal. There is much more depth this paper could look into, but doing so would make this a Buddhism paper, and not just the cores of the sects I am looking into. To see more of how this paper applies to Buddhism, would much improve the knowledge of the coherency of this paper. References Buswell, Robert E. Encyclopedia of Buddhism Vol. 1 Macmillan Reference USA. 004 PP, 134-135 Buswell, Robert E. Encyclopedia of Buddhism Vol. 2 Macmillan Reference USA. 2004 PP, 595-598, 293 Princeton EDU Nichiren Budd hism, Author Unknown, https://www. princeton. edu/~achaney/tmve/wiki100k/docs/Nichiren_Buddhism. html Yusa, Michiko. Japanese Religious Traditions. Upper Saddle River, NJ: Prentice Hall, 2002. Print. All images belong to their original owners and no profit will be made from their inclusion in this paper. Any profit from this paper will be distributed to the owners of the original image holders at their request.

A critical analysis of an event contemporary issue

Abstract This paper provides an exploration of branding as interrelated to event management and experiential marketing. Different concepts and ideas are investigated in order to provide a relevant understanding of how adequate branding initiatives can impact future event management decisions. The relationship between brands and customers is emphasised throughout the paper in an attempt to focus on the importance of creating a personalised brand experience to different individuals. Therefore, the paper argues that branding is a fundamental element of ensuring proper event management activities in the contemporary business context. Introduction It has been indicated that brands serve different functions. At the most basic level, brands represent specific markers for the offerings provided by companies. For consumers, brands are associated with simplification of choice, reducing risk and guaranteeing a high quality level. The process of making branding decisions and undertaking particular tasks is important part of events management (Caru and Cova 2007). Brand positioning provides a relevant direction for marketing activities and establishing competitive advantage. Research shows the close relationship between brands and customers. Brand relationship quality has emerged as multidimensional because it consists of different dimensions, including self-concept, commitment, interdependence, etc. (Kotler and Keller 2006). Branding has been linked with the importance of brand experience and experiential marketing. The objective of this paper is to explore the aspects of branding as linked to experiential marketing and how this impa cts future event management decisions. This paper will explore links between branding and experiential marketing from both academic and practical angles. It will also look at how these concepts affect future management decisions (Caru and Cova 2007). The main objective of this paper is to critically review the branding importance in event management and how it impacts event management’s core decisions, how branding adds value to event management by developing a strong brand identity and new methods of linking with contemporary markets and emerging audience needs (Keller and Lehmann 2006). It is important to explore what performance signs could increase its added value for event management. Furthermore, this study focuses on the specificity of event management in terms of investigating how different trends like branding, technology, social media and events can add value to event management and improve the components of event planning. The study also investigates the contribution of branding from the perspective of b rand management research (Kotler and Keller 2006). Strong branding strategy is an essential part of the overall business strategy, as currently many multi-national corporations and event organisers are facing different challenges of achieving a position to strengthen the brand. Specificity of Branding and Its Relevance to Event Management One of the meanings of branding is intangibility, which indicates that a brand is established on intangible relations and values, making brand performance hard to define and measure. There has not been a universal definition of brand management in the literature (Keller and Lehmann 2006). Brand management faces many challenges in the contemporary business world, as companies and consumers are experiencing more products and services. It has been suggested that a strong brand holds various associations and has the capability to shorten the consumer decision making process, reduces the company risk, and sets different expectations (Kotler and Keller 2006). Furthermore, it has been argued that branding plays the same role in event planning. It has been recommended that the power of a brand lies in what audiences have learned, experienced, observed, and listened about the brand as a result of their experiences through an event (Caru and Cova 2007). The strength of a brand mostly reflects in its perception by customers, and thus it is experiential in nature. Successful event management needs to understand how the brand strategy should be executed and communicated with event audiences and how audiences respond to it. Event management companies are expected to recognise the strength of branding and how it can connect with audiences. For instance, if organisations offer a valuable brand experience to customers, they will achieve a substantial competitive advantage. Businesses choose to take part to organise an event for various reasons (Crowther 2010). Small companies may want to experience what live branding can provide. Many large and multi-national corporations prefer face-to-face interaction through different events to receive a quick response. Whether small or large, event companies generally participate for many reasons, for example to strengthen branding and event awareness, generating leads, connecting with future and exist ing audiences and educating event attendees etc. The main reason for companies to participate in an event is to launch or strengthen their brand (Keller and Lehmann 2006). Event management allows the company to grow and express its particular distinctiveness directly. Through event planning, companies normally select the perfect venue to share their ideas, thoughts, and name in the most appropriate for their purposes manner they want to show to people. Companies have been noted for their commitment to support various initiatives that popularise the brands they offer (LeSalle and Britton 2003). Many businesses decide to arrange events based on the branding opportunity offered by the event. The use of different host events is useful to create and showcase the brand of their business, as these could be charitable events or certain volunteering activities. Hosting events also allow different companies to direct the attention of their business and to attract potential audiences, which are considered more cost efficient (Kotler and Keller 2006). Organisations constantly enhance the features of their brands through the improved process of event management. As a result, their customer base grows on a regular basis. Another significant reason companies choose to arrange and participate in an event is to show their potential through brand features and enhancing different methods to improve event management and to recognise a target audience. The introduction of branding initiatives is important for companies to connect more personally with their customers (Crowther 2010). Branding may lead to extensive customer engagement, with a chance for positive personal interaction that establishes loyalty. Furthermore, event managers know that companies can understand the biggest ROI from branding and by retaining and increasing new customers. The main challenge for companies is to gain the attention of their customers accompanied by the disruption of daily work. At events, companies enjoy the chance to increase their brand awareness and revenue by introducing to their audience different types of products or services they may be interested in (Caru and Cova 2007). Branding provides organisations with an opportunity to focus on improving customers’ personal experience of the brand. Accurately planned and implemented branding can generate a huge amount of revenue after the event has ended. In other words, companies increase th e impact of their event by giving audience a reason to share their experience with products and services. Brand management frequently faces many challenges in a highly competitive environment (Keller and Lehmann 2006). In the contemporary unpredictable markets it is particularly important for event managers to monitor attendees’ needs and involvement. The brand is considered an intangible asset that strengthens the value by its strong connection with the associations, ethics and drivers of the audience. Consumers attend events for different reasons, including educational, informative, entertainment, etc. These reasons are influential and have benefits in their own ways (Crowther 2010). The information provided to individuals through branding is important to understand the nature and applicability of different brands. For instance, customers may differentiate the useful characteristics of a particular electrical appliance over another one in the market. If customers attend events for educational or awareness purposes, the branding information should be presented properly and considered the key component of an event. When a company hosts an event, it expects to gain adequate control over the e vent’s branding information and the audience it wants to draw in (Keller and Lehmann 2006). Being in this position provides the company with the authority to define how it wants to be portrayed and what type of audience it wants to attract. If companies are attentive about targeting their attendees, the ROI (Return on Investment) will be accomplished and the audience would show their interest in the company and their brand. However, this is not always the case because customer targeting initiatives may not be successful. Companies have access to an audience that is exposed to their brand and message at every turn. Furthermore, attendees enthusiastically prefer to contribute their skills and expertise in the programs and activities companies tend to provide during the course of the event (Caru and Cova 2007). Branding can be a powerful tool to generate a competitive advantage. A definition of brand culture indicates a focus on a company’s culture in which employees consider the importance of specific brand values (Keller and Lehmann 2006). The brand culture concept helps companies realise why this is so important. Brand cultures are considered important for event management. Branding also refers to aspects of pre dictable knowledge and thus expands the dimensions of brand culture (Crowther 2010). Unless they can experience products and services or encounter exceptional brand stories through events, individuals are generally determined to support the taken-for-granted option to understand the brand. In addition to the aspects of taken-for-granted knowledge, there are two motives for this stability. Psychological research suggests that branding culture is strong because individuals are cognitive (Keller and Lehmann 2006). Sociological research (Keller and Lehmann 2006) also suggests that branding cultures are strong and reliable because brand cultures are collective by including many people and being expressed in a variety of contexts (talk, product experiences, advertisements, etc.). However, there are drawbacks to these studies because branding culture is multidimensional. It cannot be simply perceived as cognitive or collective in nature. Branding normally manages events, brand images, and associations through different marketing networks. Therefore, individuals need to adopt a holistic approach to understand the dimensions of brand management (Kotler and Keller 2006). Importance of Branding and Experience Marketing A particular definition of experience marketing is the introduction of particular marketing activities that are customer-oriented and create a strong connection with customers. Based on this perspective, customer experiences arise from various aspects to include in-store interactions, communication patterns and packaging (Kotler and Keller 2006). Such experiences also take place as a result of both online and offline marketing activities. Experience marketing is viewed as a consistent and systematic approach to measuring the way in which customers feel about the brand (LaSalle and Britton 2003). Thus, the experience concept is quite different from other customer constructs in the field of marketing. Likewise, experience as part of experience marketing is different from motivational and affective factors, such as brand attachment and involvement (Kotler and Keller 2006). Brand attachment usually evokes persistent customer emotions, while involvement shows the perceived significance and personal relevance of a particular brand. Experience in this sense does not emerge as an emotional relationship concept. One of the essential concepts of experience marketing is experiential value that is closely linked with the idea of strengthening consumer bonds in organisations. Undoubtedly, an experience is found to have a much more persistent impact than an exposure to certain products and services offered by companies (Forlizzi and Ford 2000). In this way, the experience marketing concept directly appeals to customers in the sense of helping them feel what it is like to be a part of a particular organisation. Relationships between Brands and Customers Nonetheless, the relationship between brands and customers has been revolutionised to a certain degree. The new marketing era is that of experience marketing, which focuses on providing consumers with a brand experience that adds value to their lives (Caru and Cova 2007). It has been indicated that providing a real experience to individuals is an important part of persuading them about the quality of the offered products. It could be argued that there is nothing genuine about the connections between commercial organisations and customers, rather that they are a way of extracting as much money as possible from them. Experience marketing may provide adequate evidence that marketing practices have continuously evolved in the past several decades, shifting from the focus from products to building strong customer relationships and brands. It is important that positive experiences of customers become institutionalised within the respective marketing system in order to deliver the essence o f a certain brand (Keller and Lehmann 2006). This indicates that there is no gap between the promise presented with the brand and the consequent brand delivery to customers. Personal experiences enable individuals with a relevant opportunity to make informed purchasing decisions. Therefore, an adequate customer experience is more likely to produce high satisfaction in individuals who aim to purchase certain products or services (Caru and Cova 2007). Marketing communication has been identified as an essential aspect in contemporary business sectors. Marketing communication methods include advertising, direct and indirect mail, leaflets, altering the product packaging and sales promotion (Addis and Holbrook 2001). These activities are promoted alongside marketing sponsorship, public relations, and scientific, digital and live brand experiences. Research indicates that selected marketing channels are incorporated with other organisational tools to increase the impact of this strategy and more successfully achieve marketing communication core objectives (Kotler and Keller 2006). The experiential marketing approach is focused on a two-way incorporation in real-time, a live brand experience and thus a considerable deeper consumer relationship process (Prahalad and Ramaswamy 2004). Live brand experiences are typically apparent in the shape of live marketing events that permit the consumer to live, respire and experience or feel the brand through interactive transmitted connections and actions. The actions are typically designed to include value to target audiences in their own atmosphere, during their ordinary existence (Caru and Cova 2007). However, live brand experiences are basically existent in two-way branded experiences. They can be uniformly successful across many interactive scientific technologies and policies that assist marketing communication between customers and brands in real time. For example, consumers can contribute in live brand experiences on television where the TV shows substance is fluid, and they participate and add their contribution in actual time (Keller and Lehmann 2006). Creating a Live Brand Experience Similarly, a live brand experience can be stimulated online in a practical way in order to target more customers. Research shows that live brand experiences are seldom taken part in alone and the sophisticated marketing management tends to incorporate experiential marketing with other marketing tools and techniques to utilise a broad collection of marketing channels (Kotler and Keller 2006). Marketing departments in various multinational corporations prefer to utilise each marketing channel to accomplish different organisational goals and objectives (Maghnati et al. 2012). Advertising is frequently implemented in experiential marketing to achieve brand awareness program and to increase and sustain recognition of the brand or product within big markets. Advertising is normally effective at raising brand awareness; however, it is expensive to implement at a proper level (Schmitt 2010). When used on a larger level in experiential marketing, advertising can have a low cost per thousand (CPT), although generally it is a costly tool and can generally only be used to affect leading brands that can manage to run large advertising campaigns. Digital marketing or E-marketing is one of the fastest growing marketing channels in the current technological era. Consumers are linking with various brands online more than ever before, and E-marketing can also be cost-effective marketing channel for promoting brands online and generating sales and revenue via digital marketing (Maghnati et al. 2012). Viral marketing is also a rising marketing discipline, which is part of the digital range: an effective viral campaign uses a word-of-web to promote brand awareness. However, these marketing channels usually work together; at present, they are delivering successful marketing campaigns internationally for global brands and small businesses equally. Though brands and companies gain benefit from using these marketing channels, marketing departments are searching for new ways to operate and use these channels l in order to connect with their target audiences in a deeper way (Obonyo 2011). The basic idea is to build strong relationships that create brand loyalty and brand sponsorship. Additionally, experiential marketing may transform consumers from shoppers into dependable individuals who perceive the brand in certain terms, and share their personality and core marketing message or features to their families, friends, colleagues and local communities (Schmitt 2010). Experiential marketing is method way of identifying, recognizing and satisfying customer demands or needs and ambitions, engaging them through two-way marketing communications that take brand personalities into real life and include value to the target audience (Maghnati et al. 2012). Research shows that experiential marketing is incorporated into specific methodologies, which always are connected with target audiences and add value through relevant and appropriate brand communication dimensions (Schmitt 2010). The methodology was sound and objective in reaching particular conclusions pertaining to experiential marketing. The experiential marketing movement was established around one concept, involving two-way marketing communication between the brand and the target audience in actual time. As a result, live brand experiences are considered to be the core feature of experiential marketing. Other marketing communications channels are also playing their role in the process (Schmitt 201 0). They are being selected and integrated to increase marketing channels, which strengthen the impact of the big marketing idea known as live brand experience (customer experience). Conclusion This paper has explored the aspects of branding and how they are related to experiential marketing. In addition, emphasis was placed on determining the impact of branding on future event management decisions. It has been suggested that experiential creativity is at least partly concerned with offering a shopping environment that is appropriate to the customers, which can encourage them to the purchasing process (Schmitt 2010). The paper has suggested that experiential marketing provides an adequate way to achieving strong relationships with customers who may have an opportunity to experience different brands in a personal way. Furthermore, experiential marketing is also focused on getting consumer feedback, judgments, thoughts, actions and connections (Kotler and Keller 2006). All these aspects contribute to define and design a live customer experience and thinking about marketing. Experiential marketing has modified the past marketing concept that only focused on customers and custo mer service. Just as branding culture is established collectively through the participation of customers in experiencing brands, dividing branding strategies into different parts is a collective or a single branding decision for companies. It depends on the decision of branding or marketing directors to use one branding strategy over another (Caru and Cova 2007). Powerful branding provides a competitive advantage in an event not only with respect to audiences but also in relation to different brand partners (Kotler and Keller 2006). The paper concluded that a well-built brand culture also provides the firm with considerable influence in configuring event policies and negotiating with other brands. References Addis, M. and Holbrook, M. (2001) ‘On the Conceptual Link between Mass Customisation and Experiential Consumption: An Explosion of Subjectivity’, Journal of Consumer Behavior, Vol. 1 pp 50-66 Caru, A. and Cova, B. (2007) Consuming Experience, London, Routledge Crowther, P. (2010) ‘Strategic Application of Events’, International Journal of Hospitality Management, Vol. 29(2) pp227-235 Forlizzi, J. and Ford, S. (2000) ‘The Building Blocks of Experience: An Early Framework for Interaction Designers’, Proceedings of the DIS 2000 Seminar, Communications of the ACM, pp 419-423 Keller, K. L. and Lehmann, D. R. (2006) ‘Brands and Branding: Research Findings and Future Priorities’, Marketing Science, Vol. 25(6) pp740-759 Kotler, P. J. and Keller, K. L. 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