Police Brutality And The Law Enforcement - 846 Words

News headlines demonstrating the brutality of law enforcement has been becoming more frequent over the past couple of years. When you hear about these cases of police brutality, how often is it that law enforcement officials are punished for the crime they have perpetrated? Most of the time the law enforcement officials, who are very well in the wrong do not get any kind of punishment whatsoever for the crimes that they have committed and it all comes back to the power that they have. Police brutality cases have been on the rise in the last couple of years where it is not even surprising when we hear about it which is really disheartening. The law enforcement brutality census is mind-boggling. At the end of 2015, the Washington Post released an article which stated the statistics of police brutality. According to the Washington Post, 965 people were fatally shot by police officers in 2015, 564 of these fatalities were armed with a firearm, 281 were armed with another kind of weapon, and 90 of them were unarmed (Kindy, Fisher, Tate and Jenkins, 2015). Firstly, what is police brutality? To put it simply, police brutality is known as police misconduct. Police misconduct takes place when a member of law enforcement carries out their tasks in an illegal way. A few kinds of police misconduct are as follows: excessive force and false imprisonment. Excessive force is more than likely the most eminent style of law enforcement misconduct. This kind of force takes place when a lawShow MoreRelatedPolice Brutality And The Law Enforcement1925 Words   |  8 PagesPolice Brutality The duties of law enforcement involve looking after the American people. As the Los Angeles Police Department puts it, it is the police’s duty to â€Å"Protect and Serve† the community. As Americans, we should expect to be able to rely on local police to solve our problems and bring peace and stability to society. Yet, as current events have shown, these promises are not always fulfilled. Since the late 1960s, America has begun to grow from a racially segregated nation, into oneRead MorePolice Brutality And Modern Law Enforcement1635 Words   |  7 PagesThe purpose of this paper is to describe the problem of police brutality in modern law enforcement. Despite all of the advancements in contemporary policing, there are still flaws in the system. Many of these problems are found in civil rights, corruption, police-community relations, and police brutality. Even though all of these items are closely related, police brutality is currently the biggest issue throu ghout the United States and continues to shower the news headlines on a continual basisRead MorePolice Brutality : A Law Enforcement Officer4738 Words   |  19 PagesWhen you take oath to become a law enforcement officer you are supposed to stand by the area that you work within and serve and protect. While working officers are put in thousands of different scenarios. While growing up you are taught proper ethics and values and should know the difference between what is right, and what is wrong. However; many officers break down and realize that being a law enforcement officer doesn’t pay as much as they like. They fall fortune to being greedy, stealing moneyRead MorePolice Brutality : A Serious Offense And Investigated By Law Enforcement Essay2008 Words   |  9 PagesWhat is police brutality? It is the use of excessive or unnecessary force by law enforcement when dealing with civilians (The Law Dictionary). The term â€Å"excessive use of force† is described as a force well beyond what would be necessary in order to handle a situation. Police brutality can be seen in a number of ways. Physical is the most obvious form of the police brutality. Police officers can use equipment such as nerve gas, batons, pepper spray, and guns in order to physically intimidate or evenRead MoreHow Does Police Brutality On Children Affect How Society Portrays Law Enforcement?993 Words   |  4 Pagestheir lungs while being carried away, at what looks like to be against their will. Many children have been removed from areas and even arrested by police officers who have used unnecessary physical force on the child. Majority of these altercations between the child and police, the child was unarmed, being cooperative, and not being violent towards the police officer. When has there ever been a time where it was a justifiable right to harm a child that isn’t causing any physical harm to themselves orRead MoreThe Violence Of Police Officers Essay1431 Words   |  6 Pagesmotivated police brutality and societal discrimination. Though his efforts were not in vain, today’s media representation of law enforcement impacts the societal cultivation of police officers in a negative way. Media outlets, in the forms of television, radio, or social websites, create a cynical view of police officers, which influences societal beliefs and creates negative connotations. These days, police are often stereotyped as aggressive, corrupt beings. The growing hatred for police officersRead MorePolice Brutality Today s Media1626 Words   |  7 PagesPolice Brutality What do most people think of the topic of police brutality? More than once, images and stories of minorities civil rights being taken away become the topic of conversation. It is heart wrenching to see these videos and hear these stories of police brutality in today’s media. Every day there seems to be another headlining case on the topic of police brutality. Police brutality isn’t just law enforcement officers abusing the power granted to them; however, it is a much larger issueRead MorePolice Brutality1569 Words   |  7 PagesPersuasive/Policy/Problem/Cause/Solution Central Idea/Thesis: Police brutality should be regulated with greater strength and objectivity. INTRODUCTION I. Police brutality is constantly made known to us all through mass media, but I hadn’t ever taken the time to truly grasp the severity of it until it hit close to home. A. Three weeks ago, a close family friend was brutally beaten in front of his children at a family gathering by the police. B. My purpose is to persuade my audience that police brutality should be regulated with greaterRead MorePolice And Police Brutality1331 Words   |  6 Pagesrace. Police brutality is an everyday case and there has yet nothing to be done to help reduce nor stop the violence. Often people critic the duty and the responsibilities that a police officer has in this county. Their duty is far from just eating donuts and drinking coffee. The first thing someone does when they feel like their life or someone’s life is in danger, is call 911 expecting that the law enforcement appears on the scene in .0 seconds. Even then a certain percentage of the law enforcementRead MorePolice Brutality Based On Racial Profiling1682 Words   |  7 Pagesviews law enforcement officers as heroic and honorable individuals, whose main purpose is to protect and serve the community. For many officers, this description is accurate, however for others; violence and brutality against innocent citizens is the key to getting the job done. For years, minorities have fallen victim to police brutality based on racial profiling, stereotypes and other unjustifiable reasons that has cost several innocent lives. The involvement of officers in police brutality against

The Similarities Between Socrates And Moore - 933 Words

There has always been a person or persons at some point in history who has disagreed with the norms of his or her society and who advocates for social and/or political change. These individuals are referred to as agitators. While these agitators come from all sorts of time periods and locations in the world some of them have a lot in common. Even from as late as 399 BC to 2002, from as far as Athens Greece to the United States there are Agitators that had similar motivations and ways of achieving them. An example would be philosopher Socrates and filmmaker Michael Moore. Despite some small differences in approach, these two have many significant similarities as Agitators. The most obvious similarity between Socrates and Moore is that they are agitators, but it’s more than them just advocating social and political change, it s the methods in which they did so that were so similar. Both of them seemed to address issues or put forth information that generated a lot of discomfort from the people around them as well as slanderous criticism. For example, Moore has a part in his film where he lists a number of instances in which the American government has given funding or support to corrupt leaders in other countries and how their actions have lead to deadly repercussions that involve high levels of violence (Moore). This among many of the other topics he discussed in the documentary caused a lot of discomfort which lead to harsh criticisms such as an article entitled BowlingShow MoreRelatedThe Philosopher And The Filmmaker Michael Moore983 Words   |  4 PagesAthens, Greece to the United States, there are agitators that had similar motivations and ways of achieving them. An example would be the philosopher Socrates and the filmmaker Michael Moore. Despite some small differences in approach, these two have many significant similarities as agitators. The most obvious similarity between Socrates and Moore is that they are agitators, but it is more than them just advocating social and political change. It s the methods in which they did so that were soRead MoreDescartes vs. Locke1175 Words   |  5 PagesPhilosophy Essay (Descartes vs. Locke) Socrates once said, â€Å"As for me, all I know is that I know nothing.† Several philosophers contradicted Socrates’ outlook and believed that true knowledge was in fact attainable. This epistemological view however had several stances to it, as philosophers held different beliefs in regards to the derivation of true knowledge. Rationalists believed that the mind was the source of true knowledge, while in Empiricism, true knowledge derived from the senses. ReneRead MoreDescartes vs Locke Essay1191 Words   |  5 PagesPhilosophy Essay (Descartes vs. Locke) Socrates once said, â€Å"As for me, all I know is that I know nothing.† Several philosophers contradicted Socrates’ outlook and believed that true knowledge was in fact attainable. This epistemological view however had several stances to it, as philosophers held different beliefs in regards to the derivation of true knowledge. Rationalists believed that the mind was the source of true knowledge, while in Empiricism, true knowledge derived from the senses. ReneRead MoreSimilarities and Differences Betweeen Evidence Based Practice and Reflective Practice2010 Words   |  9 Pages When we think about reflective practice it is not simply just looking at what is already there. It encourages practitioners to look into the future and think about what could happen and what possibilities there are. Originating with the work of Socrates, reflective practice has become an essential tool in education. Schà ¶n (1983) goes further and divides this into two distinct parts. The fir st is reflection-in-action. This process encourages practitioners to reflect while completing a piece of workRead MoreBranches of Philosophy8343 Words   |  34 PagesTraditional branches are cosmology and ontology. †¢ Epistemology is concerned with the nature and scope of knowledge, and whether knowledge is possible. Among its central concerns has been the challenge posed by skepticism and the relationships between truth, belief, and justification. †¢ Ethics, or moral philosophy, is concerned with questions of how persons ought to act or if such questions are answerable. The main branches of ethics are meta-ethics, normative ethics, and applied ethics.Read MoreInstrumentation in Mathematics8575 Words   |  35 Pagessupplementary angles 80 Find the missing vertical angles 81 Find the missing alternate angles 82 Find the missing corresponding angles 83 On Trigonometry Find the length of the third side of each triangle 84 Find the distance between the points 85-86 On Statistics Introduction 87 Tally 88 Arrange in Ascending Order and Find the Range 89 Finding the Mean of a Data Set 90 Calculating the Mean, Median, Mode and Range 91 Calculating Mode 92 Read MoreInstrumentation in Mathematics8559 Words   |  35 Pagesangles 80 Find the missing vertical angles 81 Find the missing alternate angles 82 Find the missing corresponding angles 83 On Trigonometry Find the length of the third side of each triangle 84 Find the distance between the points 85-86 On Statistics Introduction 87 Tally 88 Arrange in Ascending Order and Find the Range 89 Finding the Mean of a Data Set 90 Calculating the Mean, Median, Mode and Range 91 Calculating ModeRead MoreLearning from the Fashion Industry: a Structured Literature Review39302 Words   |  158 Pagesbut not least I would like to express my gratitude to my family for their everlasting trust and support. ii â€Å"True knowledge exists in knowing that you know nothing†. â€Å"And in knowing that you know nothing, that makes you the smartest of all. Socrates (469 BC - 399 BC) iii TABLE OF CONTENTS CHAPTER 1 INTRODUCTION................................................................................ 1 1.1 INTRODUCTION ...........................................................................Read MoreDeveloping Management Skills404131 Words   |  1617 Pagesthis edition. Finally, and most importantly, we express appreciation to our families for their ongoing patience and support, which is reflected in their willingness to share their time with this competing â€Å"labor of love† and to forgive our own gaps between common sense and common practice. David A. Whetten Kim S. Cameron PREFACE xxi This page intentionally left blank MANAGEMENT CONCEPTS ââ€"   ââ€"   ââ€"   ââ€"   ââ€"   ââ€"   ââ€"   ââ€"   ââ€"   ââ€"   ââ€"   ââ€"   ââ€"   The Critical Role of Management Skills The Importance of Competent Managers

Consumer Decision-Making Styles of Gen Y Consumers in Malaysia Free Essays

string(75) " likely to be confused when making purchases compared to female consumers\." Consumer Decision-Making Styles of Gen Y Consumers in Malaysia Introduction Market segmentation is a crucial element in marketing because goods can no longer be produced and sold without considering consumer needs and recognizing the characteristic of those needs. Due to the highly competitive environment nowadays, attracting and retaining enough loyal customers plays an important key role when developing business strategies. Therefore, business should understand and target consumer from different background and culture differently in order to effectively adapt their marketing strategies (Yeong Lovett, 2010). We will write a custom essay sample on Consumer Decision-Making Styles of Gen Y Consumers in Malaysia or any similar topic only for you Order Now In general, there are many demographic variables can be used to segment consumer market, for instance income, age, gender, ethnicity, marital status and household size. Among these variables, gender has been and continues to be one of the most popular forms of market segmentation for a significant proportion of product and services. According to marketing scholars (Meyers-Levy Sternthal, 1991; Darley Smith, 1995) argue that gender-based segmentation, especially if it is based on biological sex per se, meets several of the requirements for successful implementation: the segments were easy to identify, easy to access, and large enough for consumer products and services to be marketed profitably. In addition, there are many studies in the past also provided considerable evidence that gender relates to consumers’ perceptions, attitudes, preferences and purchase decisions(Mitchell Walsh, 2004; Bakewell Mitchell, 2006). Because gender has been identified as one of the significant factor in understanding consumer behavior and as a fundamental market segmentation index for companies to satisfy their customer’ demand, therefore marketer should endeavor to understand the gender differences in decision-making styles. In addition, research addressing the issue of gender differences in decision-making styles could help marketers to find better ways of communicating with both sexes and to guide marketing mix decisions (Mitchell Walsh, 2004). Literature Review According to Williams, Page, Petrosky and Hernandez (2010), Generation Y also is referred to as the Millenials or Echo Boomers. They were born during 1977-1994 and are in the 15-32 age range as of 2009. They are children of the original Baby Boomers and their numbers rival that of the Baby Boomers. They grew up in a time of immense and fast-paced change including virtually full-employment opportunities for women, dual-income households as the standard, and having computers at college and home. Moreover Gen Y consumers are more likely to complete their tasks online in just one click in making their decisions (Sengupta Titus, 2012). Starting in 2000, when the Millennials began attending college, they began to be studied by researchers and marketers to determine the generation’s overriding characteristics. Consumer decision? making styles can be defined â€Å"as mental orientations characterizing a consumer’s approach to making choices† (Sproles Kendall, 1986, p. 268). The aim of Sproles and Kendall (1986) was to provide a potentially useful instrument to assist marketers to better understand consumers’ decision-making styles in purchasing. As consequence, they developed the original 40? item Consumer Style Inventory (CSI) scale, which identified eight characteristics related to consumer decision? making styles. The CSI provides a quantitative instrument for classifying different consumer decision? making styles into distinct categories of shopping orientation. Through empirical research, Sproles and Kendall (1986) defined the following eight categories of decision -making styles namely: 1) perfectionism and high-quality conscious: Consumers carefully search for the best quality in product; 2) brand conscious and price equals quality: Consumer choose to buy more expensive, well known national brands, and believing that a higher price means better quality; 3) novelty and fashion-conscious: likes new and innovative products and gains excitement from seeking out new things; 4) recreational and hedonistic: finds shopping a pleasant activity and shop just for the fun of it; 5) price conscious and value for money: consumer which has high consciousness of sale price and likely to be comparison shoppers; 6) impulsive and careless: Consumer who do not plan their shopping and appear unconcerned about how much he or she spends; 7) confused by overchoice: These consumer are experiences information overload in the market due to perceiving too many brand s and stores and have difficulties making choices and 8) habitual and brand-loyal: These consumers select favorite brands and stores repeatedly overtime. Hiu, Siu, Wang and Chang (2001) revealed three prominent market segments through their study namely: 1. )Trendy, perfectionistic consumers: who frequent shopping and take it as an enjoyment. They are interested in high quality and fashionable items, read fashion magazines, watch various advertisements to gain trendy fashion information and tend to supportive with foreign brand which is high quality and fashionable styling. 2. ) Tradisional, pragmatic consumer: who do not view shopping as a enjoyment activity to them. They are price conscious, not interested in fashion styling and most probably choosing local brands. 3. Confused by overchoice: these consumers tend not to read magazines or advertisement on fashion, avoid exposure to too much information, and only purchase local brands which they are familiar. According to Bakewell an d Mitchell (2003), five meaningful and distinct decision-making groups were found in the study of decision-making styles of adult female Generation Y consumers in the UK: â€Å"recreational quality seekers†, â€Å"recreational discount seekers†, â€Å"trend setting loyals†, â€Å"shopping and fashion uninterested† and â€Å"confused time/money conserving†. In their later study on decision making styles of male consumers in the UK (Bakewell Mitchell, 2004), all of the original eight traits plus four new traits namely; store-loyal/low-price seeking, time-energy conserving, confused time restricted and store-promiscuity were identified. From their study it shows that the potential of the CSI for segmenting market as meaningful and different groups of male consumers with different decision making styles. Despite of previous studies which reported gender differences in decision-making styles of consumer, Mitchell and Walsh (2004) compared the decision-making styles of male and female shoppers in Germany. From the research, they managed to verify the construct validity of all eight CSI factors for female shopper and four of the factors for male shoppers. In consequence, they also concluded that male consumers were slightly less likely to be perfectionists, somewhat less novelty and fashion conscious, and less likely to be confused when making purchases compared to female consumers. You read "Consumer Decision-Making Styles of Gen Y Consumers in Malaysia" in category "Papers" Years after that, Bakewell and Mitchell (2006) undertook a similar study in the UK by using a sample of 480 male and female undergraduate students, they found that nine decision-making style were common to both genders. Through the study they had discovered three traits for male (store-loyal/low-price seeking, confused time-restricted and store-promiscuity) and three new traits for female traits (bargain seeking, imperfectionism and store loyal). There are few studies recently which had attempted to thoroughly explore the antecedent and consequences of consumer decision-making styles. Ghodeswar (2007) found that that seven out of eight dimensions of consumer decision-making style proposed by Sproles and Kendall (1986) in his study of consumer decision-making styles among Indian students. The only style which was not confirmed in his data is â€Å"price consciousness/ value for money consumer†. Gupta, Brantley Jackson (2010) found that consumers Generation Y at Midwestern University tend to be brands store loyal when they are buying high involvement product. Kambiz Fereshteh (2011) found that husband and wife have divergent decision-making styles and their family structure as a social-structural variable can be influenced by the decision-making styles of family members which is related to their purchasing behavior. Lastly, it is believed that male and female consumer in Malaysia may also have certain distinctive characteristic in decision-making during shopping and purchasing. But those characteristic could be have equal interest to both researchers and marketing practitioners. Hence, this paper will fill the gap by focusing on the differences in decision-making styles on gender in the Malaysia context. Methodology According to the past study, most of the researchers prepared a structured questionnaire based on literature review and objectives of the study. Consumers decision-making were measured using the 40-items of Consumer Style Inventory (CSI), developed by Sproles and Kendall (1986). All scales were measured on a 5-point Likert-type scales ranging from 1 (strongly disagree) to 5 (strongly agree). The reliabilities of the CSI scale, according to Sproles and Kendall (1986), ranged from 0. 48 to 0. 76. The scales items were translated into Malay language with minor changes in wording to clarify the meaning. In addition, some demographic questions were included in the questionnaire. And most of the questionnaire was self-administered to non-probability sample of male and female undergraduate students in Malaysia. Finding and Analysis Common Factors for both Male and Female According to the research study of Safiek and Hayatul (2009) in Malaysia, the decision-making of Malaysian young consumer for both gender have similarities namely: 1. ) Quality consciously: meaning that they prefer to buy more durable and quality product. 2. ) Brand consciously: it shows that they set high standards and have high expectations for the products they buy. Moreover they choose to buy the product which is heavily advertised and well-know national brands. 3. ) Fashion consciousness: this shows that both genders are seem to gain pleasure from seeking out new things and keep up-to date with fashionable attractive styles. 4. ) Confused by overchoice: This factor shows that they feel over-loaded with the information on various brands products and find it very hard to choose the best product during shopping. 5. ) Satisfying and value seeking: concluded that if both items were identical in both sample, they will carefully find the best value for money product to be purchased which is also satisfied their needs. Male Factors Again from the study of Safiek and Hayatul (2009), there are two factors found for males namely brand loyalty and time-energy conserving. For brand loyalty, male consumers score higher than female consumers on this factor because they tend to have favorite brands and will use these habitually. Next, time-energy conserving which was not found in females but it characterizes males who often save energy by making their shopping trips as fast as possible in the same stores. Moreover, males have the perception that going shopping is a waste of time and they don’t give their purchases much thought. In overall, both of these results show the similarity with previous researchers, Bakewell and Michell (2006) in the UK. Female factors From the study of Safiek and Hayatul (2009) research, it shows that there are three female factors found namely price consciousness, recreational and shopping avoidance. Female consumers scored higher than male consumers on price consciousness shows that female are more aware of the sale prices and more often choose to purchase lower price products. Next, female shoppers are more particular on recreational or pleasant shopping activity compared to male shoppers. And this factor is consistent with Mitchell and Walsh’s (2004) and Bakewell and Mitchell’s (2006) which characterization of a recreational consumer. The last factor is shopping avoidance which is very exclusive to female consumers and posed an opposite trait of recreational. However the high scored shows that if the shopping is unpleasant, female shoppers will tend to shop as quickly by purchasing the first brands or product that seem to be good enough. Conclusion In conclusion, through the research of consumer decision making styles, it offers a great opportunity to understand the characteristic or style of consumer towards their shopping behavior. And this consumer style inventory provides a fundamental for consumer decision making styles and has practical application advantages for marketers in their marketing strategic. However this study has a limitation because it only covered a specific segment of young adult in an local university in Malaysia. For future recommendation, there is a need to study these decision making styles among the larger population across different segment in order to get better converge of Malaysia young consumers. References Sproles, G. Kendall, E. (1986). A Methodology for Profiling Consumers’ Decision-Making Styles, Journal of Consumer Affairs, Vol. 20 (2), pp. 267-279 Mitchell, V. , Walsh, G. (2004). Gender Differences in German Consumer Decision-Making styles. Journal of Consumer Behavior, 3(4), 331-346 Bakewell, C. Mitchell, V. W. (2003) Generation Y Female Consumer Decision-Making styles. International Journal of Retail Distribution Management, 31(2), 95-106. Bakewell, C. Mitchell, V. W. (2006). Male versus Female Consumer Decision Making. Journal of Business Research, 59, 1297-1300. Hiu, A. S. Y. , Siu, N. Y. M. , Wang, C. C. L. Chang, L. M. K. (2001). An Investigation of Decision-Making Styles of Consumers in China. Journal of Consumer Affairs, 35 (2), 326-345. Safiek, M. Hayatul, S. S. (2009). Consumer Decision-Making Styles in Malaysia: An Exploratory Study of Gender Differences. European Journal of Social Sciences – Volume 10, Number 4 Safiek, M. (2009). An Investigation of Consumer Decision-Making Styles of Young-Adults in Malaysia. International Journal of Business and Management. Vol. 4, No. 4 Darley, W. K. Smith, R. E (1995). Gender Differences in Information Processing Strategies: An Empirical Test of the Selectivity Model in Advertising Response. Journal of Advertising, 24(1), 41-59. Meyer-Levy, J. Sternthal, B. (1991). Gender Differences in the Use of Message Cues and Judgments. Journal of Marketing Research, 29 (1), 84-96. Kaylene C. Williams, K. C. , Page, R. A, Petrosky, A. R. Hernandez, E. H. (2010). Multi-Generational Marketing: Descriptions, Characteristics, Lifestyles, and Attitudes. Journal of Applied Business and Economics, Vol. 11(2) Sengupta, D. Titus, R. (2012). Evaluating Environmental Variables to assess Exhibited Behaviour: A Study of Gen Y. International Conference on Technology and Business Management Yeong, N. C. Lovet, M. G. (2010). Consumer Decision-Making Styles of Hispanic American College Students: A Consumer Styles Inventory Approach. American Journal of Business Research, Vol. 3, No 2 Ghodeswar B. M. (2007), â€Å"Consumer Decision-Making Styles Among Indian Students†, Alliance Journal of Business Research, Vol. 3, Spring 2007, pp. 36-48. Gupta, M. , Brantley, A. , Jackson, V. P. (2010). Product Involvement as a Predictor of Generation Y Consumer Decision Making Styles. The Business Review, Cambridge, Vol. 14, Num. 2 Kambiz, H. H. Fereshteh, L. (2011). Influence of Family Structure on Consumer Decision-making Style in Iran. International Journal of Business and Management, Vol. 6, No. 11; November 2011 How to cite Consumer Decision-Making Styles of Gen Y Consumers in Malaysia, Papers

Journal of Advance in Management Marketing - Myassignmenthelp.Com

Question: Discuss about the Journal of Advance in Management Marketing. Answer: Introduction Yoobi is a stationery brand with its operations based in Australia and the United States.The brand offers the users a variety of products that range from journals, to color crayons, pencils, pens, to desk items and so on (Ciceo 2013). The company takes its corporate social responsibility extremely seriously. Its mission is to provide stationery essentials to various students in Australia and US. It conducts various campaigns to promote its product around the countries. With every purchase made by the user the company donates a considerable amount to the charity. Kapfer brand identity model Figure 1: Kapferer`s Brand Identity Prism (Source: Pich and Dean 2015) Kapferer believed that the brand should have its own identity and own characteristic as well as belief. The Kapferer Brand Identity Prism elaborates and helps the marketer to give the characteristic, belief and identity to the brand. Identity. The six components Brand Physique The prism describes that the brand must have a physique. The physique of the brand may be described as the qualities and special features, which a brand contains. It may the existing features of the brand or the emerging ones. The physique of the brand must explain the physical features of the product and its prototype (Urde 2013). These features are evoked in people`s mind when the brand name is mentioned. This aspect is the primary basis of the brand. Application of component on Yoobi: The Yoobi brand, as stated previously provides stationery items for the children as well adult. The brand provides personalized and appealing items. When the brand name is mentioned, a customer might like to describe it as cute and environmental friendly. Hence, it can be said that its attractive appearance is the main feature. Brand Personality A brand has a personality also. When a brand communicates with the society, it tends to build up a character (Bre?i? et al. 2013). The way a brand communicates with its customers is extremely important. These personality characteristics need to be implemented in the minds of the consumers. Very often, the brands rope in famous personalities to uplift the image of the consumers. Application of component on Yoobi: Yoobi has a happy personality. The designs and style of the products have the ability to uplift any customer. Especially designed for children, the brand reflects warmth and innovation. Yoobi is very conscious about the quality of the product and uses goo quality material for its products (Mulder-Nijkamp and Eggink 2013). This feature tends to uplift the image of the brand in the eyes of the consumers and makes Yoobi one of the most favorite brands in both the countries. Brand Culture A brand is developed after a lot of input. This input that is generally applied by the marketers, may have an influence from the different cultural brands that these marketers belong to. The brand needs to be backed by the strong culture, which can form the backbone of the brand. This culture can also help the company in targeting a particular segment. A niche target market can be targeted based on the culture. Brand culture plays a crucial role in the Kapferer Brand Identity Prism, which helps in differentiation of brands. Application of component on Yoobi Yoobi has based its products on the culture of Australia as well as culture of America. Its designs reflect the thinking of the countries and are based on the requirements of the different consumers in the given countries. The culture of the brand reflects the lifestyle and values of the consumers in the sense that they appreciate good quality products. It also reflects their commitment and design preferences. Relationship Brands are the basis of the transactions that take place between the various people and this is particularly applicable in cases the product of the brand is a service (Urde and Greyser 2016). The consumer would like to build a relationship with the brand, which would last long and enable the marketers to provide better services to the consumer. The relationship built with the consumers is extremely necessary for the producers as well. Application of component on Yoobi The brand reflects social responsibility. It has a mission of providing better equipments to the various customers and in order to fulfill a mission it indulges in various kinds of services. The relationship reflected but the brand is that of commitment and responsibility. It tends to personalize the products in order to gain customer confidence. Reflection Reflection can be described as the customer perception of the brand. It gives the consumer view of the brand and describes what the consumers think about it. When the customer view is taken on, a certain product they tend to give their views like that brand is for younger crowd or it is for old folks (Malik and Sudhakar 2014). This reflection of the brand goes a long way in determining purchase behavior. Application of component on Yoobi Yoobi is generally considered a brand for children. They provide school supplies and are generally perceived in that notion. However, the brand is also for the stationery lovers. Whenever the brand is mentioned, any consumer will feel that is a designed product for the customers who are fond of creative writing or for those who like enjoy having attractive stationery. Self Image The self-image of any brand describes the target audience of the brand. It describes the target market and explains their attitude towards the product or the brand that they like to purchase. This attitude of the consumer towards the brand describes the inner relationship that the brand makes with one self. Application of component on Yoobi The brand Yoobi has reflected itself as a social and interactive brand (Yoobi 2018). It can be generally for people who have an artistic or writer within them. References Bre?i?, R., Filipovi?, J., Gorton, M., Ognjanov, G., Stojanovi?, Ã… ½. and White, J., 2013. A qualitative approach to understanding brand image in an international context: Insights from Croatia and Serbia.International Marketing Review,30(4), pp.275-296. Ciceo, A., 2013. Exploring Kapferers Brand Identity Prism Applicability in Theatre.International Journal of Advances in Management and Economics,2(2), pp.18-22. Malik, A. and Sudhakar, B.D., 2014. Brand positioning through celebrity Endorsement-A review contribution to brand literature.International Review of Management and Marketing,4(4), p.259. Mulder-Nijkamp, M. and Eggink, W., 2013. Brand value by design: the use of three levels of recognition in design. Pich, C. and Dean, D., 2015. Political branding: sense of identity or identity crisis? An investigation of the transfer potential of the brand identity prism to the UK Conservative Party.Journal of Marketing Management,31(11-12), pp.1353-1378. Urde, M. and Greyser, S.A., 2016. The corporate brand identity and reputation matrixThe case of the nobel prize.Journal of Brand Management,23(1), pp.89-117. Urde, M., 2013. The corporate brand identity matrix.Journal of Brand Management,20(9), pp.742-761. Yoobi. ,2018.Yoobi | Kids Stationery Fun Office Supplies That Give Back. [online] Available at: https://yoobi.com/ [Accessed 11 Jan. 2018].