Going Green Essay

Our environment is getting worse day by day. It’s getting harder and harder for our families to stay healthy with all the bad things we are around every day. We are affected by our environment, and more people are getting sicker and sicker. This could affect our families and our future one day. The government has been making solutions to solve this problem in the environment. Going â€Å"green† is budding into a national phenomenon, where clothing shops are bagging your organic t-shirts into biodegradable shopping bags. This becomes effective in various provinces in the Philippines. One example is the Tagaytay City. They are now against the use of plastics. Since the environment has been polluted due to the continuous burning of non-biodegradable materials, the use of plastics has been avoided. They have produced eco-bags that will be used by the consumers instead of the ordinary plastic bags used during the previous times. This rule has been implemented in different places and soon, the country will really be â€Å"NO TO PLASTIC!† With that, we can really say that it’s more fun in the Philippines! There can be a solution in helping our environment become better. We can all save the Mother Earth. If we reach out to people who don’t care about our environment, we could change their point of view of things. We could tell them how bad things are in our world and that could change what their prospective on things. Let us discipline them. Let us be participative as the world goes green. Read more:  Essay About Tourism in the Philippines

Employees training and development of hrm will influence the performance of an organization.

1. IntroductionNoe ( 2005 ) states that â€Å"Training and development is including activities that help cultivate employees ‘ accomplishments, cognition, and abilities. Trained employees have competences to run into the current and future demands of organisation. Through the preparation and intercession steps, the human resources sections help organisations to set up a high-performing, active and engaged workforce† . In the concern universe, preparation and development refers to back up internal human resource efficiency of excess surveies instruction and better the procedure in an organisation. Due to the preparation and development inseparable, these two words are by and large used to specify employee with each other in continuously better to accomplish a series of organisational ends. If without preparation and development plans, organisation may non be able to recognize their full potency. In most organisations, developing and development undertaking is to cover with human resource direction forces. This relationship depends on everybody ‘s communicating, cooperation and clear set of occupation accomplishments as defined by occupation descriptions among all degrees of the organisation. When an organisation ‘s values can do employees eager to accomplish their ends, so employee development program can be implemented to do this sort of circumstance occurrence ( Neo, 2005 ) . The intent of this assignment is speaking about how employees developing and development of HRM will act upon the public presentation of an organisation. I am traveling to happen out some groundss, provide literature reappraisals and through analysis to present how preparation and development influence organisational public presentation.2. Research QuestionThis assignment subject describes that how the employees preparation and development of HRM will act upon the public presentation of an organization.Training and development are of import constituents of human resource. This is a procedure in which the possible endowments and accomplishments of employees are honed and polished. The employees are trained on both the proficient facets of their occupations and on interpersonal accomplishments. This subject Lashkar-e-Taiba people cognize the employees preparation and development of importance in the human resource direction and what relationship between preparation development and public presentation of organisation is.3. Importance of StudyTraining and development is construction to assist employees to develop their personal and organisational accomplishments, cognition and the abilities. For all facets of human resource development, particularly, the most superior work force is the development, so that their organisations and single employees can make the work ends for client service. All employees want to be valuable at any times in the competitory labour market. This is merely manner can be achieved through staff preparation and development. All employees want to be valuable at any times in the competitory labour market. This is merely manner can be achieved through staff preparation and development. Employees ever want to for bettering career-enhancing accomplishments, which will ever take to the enthusiasm and keeping of the employees. there is no uncertainty that a good preparation and development employees will be a valuable plus to the organisation and Thus increasing chances of efficiency in executing his responsibilities ( Tobby,2011 ) . Training can be chiefly of two types in an organisation: Internal and external preparation class. When preparation is the internal preparation, it is including that organisation ‘s internal hour section or preparation section is utilizing a senior staff or any outstanding staff in specific sectors as a resource individual. On the other manus external preparation usually conducted outside the company, chiefly is organized preparation establishments or adviser. No affair which preparation, it is important for all staff and aid in constructing calling placement and readying of staff for greater challenges ( Tobby,2011 ) . The employer should enable staff to prosecute work preparation and development in a way that they choose and are interested in, non merely in assigned specific way. The organisations should back up the acquisition, in general, and non merely in support of the current cognition workers needed for the occupation or following expected. It should be noted that the cardinal factor is to guarantee employees engaged in the involvement of, go toing, and motivated and retained ( Adiele, 2009 ) . For every employee to execute good particularly directors or supervisors, there is demand for continued preparation and development. The right staff preparation, development and instruction offer large net income for the employer to the increased productiveness, cognition, trueness, and part to common growing of the organisation. In most instances, external preparation for the participants of the illustration provides a new manner to run into people in the same field and web. The meeting will give them a opportunity to compare jobs, happen out what is to obtain the other side environment. It decidedly will present positive alterations where necessary ( Adiele, 2009 ) .4. Literature Reappraisal4.1 background informationNoe ( 2005 ) states that â€Å"Traditionally, developing and development was non considered as an activity that could assist organisations to make â€Å"value† and cover with competitory challenges successfully. Nowadays, that position changed. Organizations use advanced preparation and development plans is likely to describe better fiscal public presentation than their challengers that non make. Training and development besides helps a company to run into competitory challenges. For case, as organisations tried to set new merchandises to market and adjust services just-in-time, employees need developing and cognition required every bit shortly as possible delivery.† At present, preparation and development dramas an of import function in assisting organisations run into some challenges. Therefore, organisations need to develop employees to work with individuals from different civilizations both in domestic and foreign people. If the preparation such as Web and multimedia, these new engineerings will cut down the costs associated with conveying employees to a cardinal location for preparation. In homology, these developing methods include the necessary conditions ( feedback, pattern, etc ) for larning to happen. Due to the development of the cyberspace, e-commerce has exploded on the concern scene. Organizations have already recognized that preparation and development activities can accommodate to the Internet, cut downing costs and increasing their effectivity, ensuing in the development of electronic acquisition ( Neo, 2005 ) . Training consequence has expanded beyond developing plan design. Effective instructional preparation is still of import, but more and more preparation directors, human resource experts and developing staff have been asked to make systems to actuate employees to larn, portion that cognition with other employees in the organisation. Training has moved from an accent on a erstwhile event to the creative activity of conditions for larning that can happen through coaction, online acquisition, traditional schoolroom preparation, or a combination of methods. There is increased acknowledgment that larning occurs without a formal preparation class ( Neo, 2005 ) .4.2 Key point 1 Better public presentation of the employeesTraining is a procedure of acquisition every bit good as the application of acquired cognition taking at better public presentation of the employees, while development involves non merely in relation to the procedure, but besides related to assist employees in set uping their personality, at the same clip as, better their advancement to recognize their full potencies. Training and development plans bring a immense alteration in footings of cognition, attitudes and behaviour of employees. Because of these plans, the employees are non merely familiar with what is expected of them and how they need to heighten their accomplishments and abilities, but besides it is a manner to finish the full organisation development, effectivity and efficiency in a coveted mode. The major advantages of Training and development plans are the employees who are non trained need more supervising than those who are trained.An employee will additions new cognition, accomplishments and attitudes and applies them in their work situations.Training is a sort of method to construct up assurance among the employees, so that they do n't hold any obstructor to run their undertakings. The intent of this plan is to salvage money, because the organisation is likely to bear heavy outgo on engaging new employees.This is besides one of the best ways to spread out the span of direction.4.3 Key point 2 Benefits for both the organisation and employeesThe benefits of Training are intangible and it is good for both sides that the organisation and employees for long-run investing in preparation. Training enhances the employees ‘ degree of accomplishments. It provides sense of satisfaction ; this is a sort of interior motive. The preparation besides provides a assortment of Sill ss employees. Training increases the employees ‘ committedness to their occupation and their organisation. It is better understanding of occupations reduces accidents ( Ansar, 2009 ) . The one of the most of import benefits of an organisational preparation is that it provides accomplishments within the organisation to cut down comprehensive cost of the organisational operations. Quality is one of the cardinal factors needed for endurance of an organisation in long term involvements. Entire Quality Management ( TQM ) and other quality direction techniques require employees ‘ preparation as an of import necessity for its successful execution ( Ansar, 2009 ) .4.4 Key point 3 Competitive leadTo accomplish competitory advantage from the organisational preparation and development, preparation and development section aid take insufficient or public presentation lacks in employee. It is peculiarly true when – ( 1 ) the lack is caused by a deficiency of ability instead than a deficiency of motive to execute, ( 2 ) the person ( s ) involved have the aptitude and motive demand to larn how to make the occupation better, and ( 3 ) supervisors and equals are supportive of the coveted behaviours ( Kumar, 2011 ) . An organisational preparation and development wages dividends to the employee and the organisation. Although there are no individual preparation plan benefits, the organisation committed to better its preparation and development to heighten its human resource capablenesss and strengthens its competitory advantages. Meanwhile, the employee ‘s personal and calling ends are furthered, by and large adding to his abilities and value to the employer. Ultimately, the aims of the human resource section are besides furthered ( Kumar, 2011 ) .4.5 Summary of Literature ReviewTraining and development is a really perfect manner to better the fight of an organisation. It besides enhances the employees ‘ accomplishments, abilities and many other facets. Actually, both of employees and organisation obtain the benefits. Training and development plan is one of the best ways to spread out the span of direction. It is besides to salvage money for organisation.5. Analysis5.1 Analysis for poin t1Well-trained, skilled employees are far better than those without preparation, and they have better calling ‘s chances. They will go competent and execute their assigned undertaking independently. For illustration, one time an untrained employee asked his friend who was trained, â€Å"I do n't believe developing plan is of any value. After all what you learn by it? † He replied, â€Å"We are trained even how to inquire inquiries and the art of effectual communicating which you seem to be lacking.†In fact, it ‘s interesting illustration, but it reveals the fact as preparation is covered all necessary accomplishments of the employees required in the workplace while actuating them to work in a coveted and capable manner ( zeromillion.com, 2011 ) . Internal preparation provides the accurate placement and demand with satisfaction of those demands so interwoven into current procedures and work flow. When a new job or facet of work is identified, developing and development provides prompt development of the employee accomplishments needed to get the hang this procedure. Besides that, the preparation and development gives instructional staff chance for immediate rectification of employee with errors in the workplace, immediate reappraisal, and more preparation ‘s designation. When preparation and development consequences have better consequence, employees tend to expose a greater sense of ownership and pride in their work. This can assist organisation to increasing productiveness and efficiency, at same clip, occupation satisfaction besides increases. Employees who are satisfied in their work are more likely to redouble their attempts and be more valuable to the company, which will in bend, put the organisation in a stronger place ( zeromillion.com, 2011 ) .5.2 Analysis for point 2Customer satisfaction increases repetition concern, this is a cardinal to success.Training will advance good client dealingss and harmonizing to preparation, organisation will increase client satisfaction and quality of service.â€Å"Just In Time† stress on waste decrease and production procedure of waiting time.Better preparation will cut down waste and machine down clip. A major portion of quality costs by supervising ; by supplying appropriate preparation this is reduc ed. Training improves productiveness of employees and procedures ( Ansar, 2009 ) . High staff turnover may be a serious menace to being of an organisation, preparation can cut down staff turnover and assist an organisation to retain its staff. Better preparation can do an organisation more competitory in concern market ( Ansar, 2009 ) . In a service industry organisation chief beginning of income is its employees professional cognition and the accomplishments, hold oning professional with high accomplishments is comparatively expensive than developing current employees to get those accomplishments. Training is besides a cardinal demand for new entry demands ; appropriate preparation helps them to understand their place, its demands and duties. Training will besides increase the understanding organisational civilization ( Ansar, 2009 ) . Training plans increases communicating between different degrees of an organization.Any deficit in procedures and working were canceled and those close to production processes become involve in the management.Employees ‘ authorization is a recent tendency in direction ( Ansar, 2009 ) .5.3 Analysis for point 3Competitive leadThere is greater flexibleness, capacity, stableness and for growing in an organization.Training provides employees at least in the stableness of two aspects.Trained employees go efficient.Efficient employees contribute to the organisation, particularly when growth.In add-on, well-trained employees tend to remain in the organisation. They seldom left the organization.All Renaissance mans can be transferred to any job.Therefore flexibleness is ensured.Growth indicates prosperity, which is reflected in increased net incomes from twelvemonth to year.Who else but well-trained employees can lend to the prosperity of an organisation? Harmonizing to preparation and development, accidents, bit and harm to machinery and equipment can be avoided or minimized.Even ailments, absenteeism, dissatisfaction and turnover can be reduced if employees are trained good. Because of preparation and development plans, the hereafter needs of employees will acquire satisfaction.Training serves as an effectual beginning of enlisting. Training is an investing in human resources with a promise of better returns in future. Therefore, organisations can acquire more competitory though the preparation and development ( Kumar, 2011 ) .5.4 Summary of analysesThey will go competent and execute their assigned undertaking independently. Training can cut down staff turnover and assist an organisation to retain its staff. Better preparation can do an organisation more competitory in concern market. Trained employees go efficient.Efficient employees contribute to the organisation. Finally, developing and development can convey a batch of benefits to both of organisation and em ployees.6. Conclusion & A ; Recommendation6.1 DecisionIn decision, we all know that preparation and development plans are of import for an organisation to develop the employee. When a kid was born he required changeless touch of parents till he stood on his ain feet.An organisation though flowered by picks of the society, still developing is required due to rapid technological up step and alteration in working methods every twenty-four hours. Training purposes at continued self-development of the employees. Employees are expected to develop themselves continuously in an organisation. When the employees in an organisation are developed from clip to clip with all updated cognition, so decidedly that organisation will turn to a greater tallness.6.2 RecommendationBoth employees and companies are concerned with developing future accomplishments and pull offing callings. Companies want a work force that is motivated and productive, has up-to-date accomplishments, and can rapidly larn new accomplishments to run into altering client demands. Employees want to develop accomplishments that non merely are utile for their current occupations but besides are congruous with their personal involvements and values. Employees are interested in developing accomplishments that can assist them stay employable with either their current employer or a future 1. Given the increasing clip demands of work, employees are besides interested in keeping balance between work and nonworking involvements.

Chapter 4 Back to the Burrow

The imminent arrival at their house of an assortment of wizards was making the Dursleys uptight and irritable. Uncle Vernon had looked downright alarmed when Harry informed him that the Weasleys would be arriving at five o’clock the very next day. â€Å"I hope you told them to dress properly, these people,† he snarled at once. â€Å"I’ve seen the sort of stuff your lot wear. They’d better have the decency to put on normal clothes, that’s all.† Harry felt a slight sense of foreboding. He had rarely seen Mr. or Mrs. Weasley wearing anything that the Dursleys would call â€Å"normal.† Their children might don Muggle clothing during the holidays, but Mr. and Mrs. Weasley usually wore long robes in varying states of shabbiness. Harry wasn’t bothered about what the neighbors would think, but he was anxious about how rude the Dursleys might be to the Weasleys if they turned up looking like their worst idea of wizards. Uncle Vernon had put on his best suit. To some people, this might have looked like a gesture of welcome, but Harry knew it was because Uncle Vernon wanted to look impressive and intimidating. Dudley, on the other hand, looked somehow diminished. This was not because the diet was at last taking effect, but due to fright. Dudley had emerged from his last encounter with a fully grown wizard with a curly pig’s tail poking out of the seat of his trousers, and Aunt Petunia and Uncle Vernon had had to pay for its removal at a private hospital in London. It wasn’t altogether surprising, therefore, that Dudley kept running his hand nervously over his backside, and walking sideways from room to room, so as not to present the same target to the enemy. Lunch was an almost silent meal. Dudley didn’t even protest at the food (cottage cheese and grated celery). Aunt Petunia wasn’t, eating anything at all. Her arms were folded, her lips were pursed, and she seemed to be chewing her tongue, as though biting back the furious diatribe she longed to throw at Harry. â€Å"They’ll be driving, of course?† Uncle Vernon barked across the table. â€Å"Er,† said Harry. He hadn’t thought of that. How were the Weasleys going to pick him up? They didn’t have a car anymore; the old Ford Anglia they had once owned was currently running wild in the Forbidden Forest at Hogwarts. But Mr. Weasley had borrowed a Ministry of Magic car last year; possibly he would do the same today? â€Å"I think so,† said Harry. Uncle Vernon snorted into his mustache. Normally, Uncle Vernon would have asked what car Mr. Weasley drove; he tended to judge other men by how big and expensive their cars were. But Harry doubted whether Uncle Vernon would have taken to Mr. Weasley even if he drove a Ferrari. Harry spent most of the afternoon in his bedroom; he couldn’t stand watching Aunt Petunia peer out through the net curtains every few seconds, as though there had been a warning about an escaped rhinoceros. Finally, at a quarter to five, Harry went back downstairs and into the living room. Aunt Petunia was compulsively straightening cushions. Uncle Vernon was pretending to read the paper, but his tiny eyes were not moving, and Harry was sure he was really listening with all his might for the sound of an approaching car. Dudley was crammed into an armchair, his porky hands beneath him, clamped firmly around his bottom. Harry couldn’t take the tension; he left the room and went and sat on the stairs in the hall, his eyes on his watch and his heart pumping fast from excitement and nerves. But five o’clock came and then went. Uncle Vernon, perspiring slightly in his suit, opened the front door, peered up and down the street, then withdrew his head quickly. â€Å"They’re late!† he snarled at Harry. â€Å"I know,† said Harry. â€Å"Maybe – er – the traffic’s bad, or something.† Ten past five†¦then a quarter past five†¦Harry was starting to feel anxious himself now. At half past, he heard Uncle Vernon and Aunt Petunia conversing in terse mutters in the living room. â€Å"No consideration at all.† â€Å"We might’ve had an engagement.† â€Å"Maybe they think they’ll get invited to dinner if they’re late.† â€Å"Well, they most certainly won’t be,† said Uncle Vernon, and Harry heard him stand up and start pacing the living room. â€Å"They’ll take the boy and go, there’ll be no hanging around. That’s if they’re coming at all. Probably mistaken the day. I daresay their kind don’t set much store by punctuality. Either that or they drive some tin-pot car that’s broken d -AAAAAAAARRRRRGH!† Harry jumped up. From the other side of the living room door came the sounds of the three Dursleys scrambling, panic-stricken, across the room. Next moment Dudley came flying into the hall, looking terrified. â€Å"What happened?† said Harry. â€Å"What’s the matter?† But Dudley didn’t seem able to speak. Hands still clamped over his buttocks, he waddled as fast as he could into the kitchen. Harry hurried into the living room. Loud bangings and scrapings were coming from behind the Dursleys’ boarded-up fireplace, which had a fake coal fire plugged in front of it. â€Å"What is it?† gasped Aunt Petunia, who had backed into the wall and was staring, terrified, toward the fire. â€Å"What is it, Vernon?† But they were left in doubt barely a second longer. Voices could be heard from inside the blocked fireplace. â€Å"Ouch! Fred, no – go back, go back, there’s been some kind of mistake – tell George not to – OUCH! George, no, there’s no room, go back quickly and tell Ron -â€Å" â€Å"Maybe Harry can hear us, Dad – maybe he’ll be able to let us out -â€Å" There was a loud hammering of fists on the boards behind the electric fire. â€Å"Harry? Harry, can you hear us?† The Dursleys rounded on Harry like a pair of angry wolverines. â€Å"What is this?† growled Uncle Vernon. â€Å"What’s going on?† â€Å"They – they’ve tried to get here by Floo powder,† said Harry, fighting a mad desire to laugh. â€Å"They can travel by fire – only you’ve blocked the fireplace – hang on -â€Å" He approached the fireplace and called through the boards. â€Å"Mr. Weasley? Can you hear me?† The hammering stopped. Somebody inside the chimney piece said, â€Å"Shh!† â€Å"Mr. Weasley, it’s Harry†¦the fireplace has been blocked up. You won’t be able to get through there.† â€Å"Damn!† said Mr. Weasley’s voice. â€Å"What on earth did they want to block up the fireplace for?† â€Å"They’ve got an electric fire,† Harry explained. â€Å"Really?† said Mr. Weasley’s voice excitedly. â€Å"Eclectic, you say? With a plug? Gracious, I must see that†¦.Let’s think†¦Ouch, Ron!† Ron’s voice now joined the others’. â€Å"What are we doing here? Has something gone wrong?† â€Å"Oh no, Ron,† came Fred’s voice, very sarcastically. â€Å"No, this is exactly where we wanted to end up.† â€Å"Yeah, we’re having the time of our lives here,† said George, whose voice sounded muffled, as though he was squashed against the wall. â€Å"Boys, boys†¦Ã¢â‚¬  said Mr. Weasley vaguely. â€Å"I’m trying to think what to do†¦.Yes†¦only way†¦Stand back, Harry.† Harry retreated to the sofa. Uncle Vernon, however, moved forward. â€Å"Wait a moment!† he bellowed at the fire. â€Å"What exactly are you going to -â€Å" BANG. The electric fire shot across the room as the boarded-up fireplace burst outward, expelling Mr. Weasley, Fred, George, and Ron in a cloud of rubble and loose chippings. Aunt Petunia shrieked and fell backward over the coffee table; Uncle Vernon caught her before she hit the floor, and gaped, speechless, at the Weasleys, all of whom had bright red hair, including Fred and George, who were identical to the last freckle. â€Å"That’s better,† panted Mr. Weasley, brushing dust from his long green robes and straightening his glasses. â€Å"Ah – you must be Harry’s aunt and uncle!† Tall, thin, and balding, he moved toward Uncle Vernon, his hand outstretched, but Uncle Vernon backed away several paces, dragging Aunt Petunia. Words utterly failed Uncle Vernon. His best suit was covered in white dust, which had settled in his hair and mustache and made him look as though he had just aged thirty years. â€Å"Er – yes – sorry about that,† said Mr. Weasley, lowering his hand and looking over his shoulder at the blasted fireplace. â€Å"It’s all my fault. It just didn’t occur to me that we wouldn’t be able to get out at the other end. I had your fireplace connected to the Floo Network, you see – just for an afternoon, you know, so we could get Harry. Muggle fireplaces aren’t supposed to be connected, strictly speaking – but I’ve got a useful contact at the Floo Regulation Panel and he fixed it for me. I can put it right in a jiffy, though, don’t worry. I’ll light a fire to send the boys back, and then I can repair your fireplace before I Disapparate.† Harry was ready to bet that the Dursleys hadn’t understood a single word of this. They were still gaping at Mr. Weasley, thunderstruck. Aunt Petunia staggered upright again and hid behind Uncle Vernon. â€Å"Hello, Harry!† said Mr. Weasley brightly. â€Å"Got your trunk ready?† â€Å"It’s upstairs,† said Harry, grinning back. â€Å"We’ll get it,† said Fred at once. Winking at Harry, he and George left the room. They knew where Harry’s bedroom was, having once rescued him from it in the dead of night. Harry suspected that Fred and George were hoping for a glimpse of Dudley; they had heard a lot about him from Harry. â€Å"Well,† said Mr. Weasley, swinging his arms slightly, while he tried to find words to break the very nasty silence. â€Å"Very – erm – very nice place you’ve got here.† As the usually spotless living room was now covered in dust and bits of brick, this remark didn’t go down too well with the Dursleys. Uncle Vernon’s face purpled once more, and Aunt Petunia started chewing her tongue again. However, they seemed too scared to actually say anything. Mr. Weasley was looking around. He loved everything to do with Muggles. Harry could see him itching to go and examine the television and the video recorder. â€Å"They run off eckeltricity, do they?† he said knowledgeably. â€Å"Ah yes, I can see the plugs. I collect plugs,† he added to Uncle Vernon. â€Å"And batteries. Got a very large collection of batteries. My wife thinks I’m mad, but there you are.† Uncle Vernon clearly thought Mr. Weasley was mad too. He moved ever so slightly to the right, screening Aunt Petunia from view, as though he thought Mr. Weasley might suddenly run at them and attack. Dudley suddenly reappeared in the room. Harry could hear the clunk of his trunk on the stairs, and knew that the sounds had scared Dudley out of the kitchen. Dudley edged along the wall, gazing at Mr. Weasley with terrified eyes, and attempted to conceal himself behind his mother and father. Unfortunately, Uncle Vernon’s bulk, while sufficient to hide bony Aunt Petunia, was nowhere near enough to conceal Dudley. â€Å"Ah, this is your cousin, is it, Harry?† said Mr. Weasley, taking another brave stab at making conversation. â€Å"Yep,† said Harry, â€Å"that’s Dudley.† He and Ron exchanged glances and then quickly looked away from each other; the temptation to burst out laughing was almost overwhelming. Dudley was still clutching his bottom as though afraid it might fall off. Mr. Weasley, however, seemed genuinely concerned at Dudley’s peculiar behavior. Indeed, from the tone of his voice when he next spoke, Harry was quite sure that Mr. Weasley thought Dudley was quite as mad as the Dursleys thought he was, except that Mr. Weasley felt sympathy rather than fear. â€Å"Having a good holiday, Dudley?† he said kindly. Dudley whimpered. Harry saw his hands tighten still harder over his massive backside. Fred and George came back into the room carrying Harry’s school trunk. They glanced around as they entered and spotted Dudley. Their faces cracked into identical evil grins. â€Å"Ah, right,† said Mr. Weasley. â€Å"Better get cracking then.† He pushed up the sleeves of his robes and took out his wand. Harry saw the Dursleys draw back against the wall as one. â€Å"Incendio!† said Mr. Weasley, pointing his wand at the hole in the wall behind him. Flames rose at once in the fireplace, crackling merrily as though they had been burning for hours. Mr. Weasley took a small drawstring bag from his pocket, untied it, took a pinch of the powder inside, and threw it onto the flames, which turned emerald green and roared higher than ever. â€Å"Off you go then, Fred,† said Mr. Weasley. â€Å"Coming,† said Fred. â€Å"Oh no – hang on -â€Å" A bag of sweets had spilled out of Fred’s pocket and the contents were now rolling in every direction – big, fat toffees in brightly colored wrappers. Fred scrambled around, cramming them back into his pocket, then gave the Dursleys a cheery wave, stepped forward, and walked right into the fire, saying â€Å"the Burrow!† Aunt Petunia gave a little shuddering gasp. There was a whooshing sound, and Fred vanished. â€Å"Right then, George,† said Mr. Weasley, â€Å"you and the trunk.† Harry helped George carry the trunk forward into the flames and turn it onto its end so that he could hold it better. Then, with a second whoosh, George had cried â€Å"the Burrow!† and vanished too. â€Å"Ron, you next,† said Mr. Weasley. â€Å"See you,† said Ron brightly to the Dursleys. He grinned broadly at Harry, then stepped into the fire, shouted â€Å"the Burrow!† and disappeared. Now Harry and Mr. Weasley alone remained. â€Å"Well†¦Ã¢â‚¬â„¢bye then,† Harry said to the Dursleys. They didn’t say anything at all. Harry moved toward the fire, but just as he reached the edge of the hearth, Mr. Weasley put out a hand and held him back. He was looking at the Dursleys in amazement. â€Å"Harry said good-bye to you,† he said. â€Å"Didn’t you hear him?† â€Å"It doesn’t matter,† Harry muttered to Mr. Weasley. â€Å"Honestly, I don’t care.† Mr. Weasley did not remove his hand from Harry’s shoulder. â€Å"You aren’t going to see your nephew till next summer,† he said to Uncle Vernon in mild indignation. â€Å"Surely you’re going to say good-bye?† Uncle Vernon’s face worked furiously. The idea of being taught consideration by a man who had just blasted away half his living room wall seemed to be causing him intense suffering. But Mr. Weasley’s wand was still in his hand, and Uncle Vernon’s tiny eyes darted to it once, before he said, very resentfully, â€Å"Good-bye, then.† â€Å"See you,† said Harry, putting one foot forward into the green flames, which felt pleasantly like warm breath. At that moment, however, a horrible gagging sound erupted behind him, and Aunt Petunia started to scream. Harry wheeled around. Dudley was no longer standing behind his parents. He was kneeling beside the coffee table, and he was gagging and sputtering on a foot-long, purple, slimy thing that was protruding from his mouth. One bewildered second later, Harry realized that the foot-long thing was Dudley’s tongue – and that a brightly colored toffee wrapper lay on the floor before him. Aunt Petunia hurled herself onto the ground beside Dudley, seized the end of his swollen tongue, and attempted to wrench it out of his mouth; unsurprisingly, Dudley yelled and sputtered worse than ever, trying to fight her off. Uncle Vernon was bellowing and waving his arms around, and Mr. Weasley had to shout to make himself heard. â€Å"Not to worry, I can sort him out!† he yelled, advancing on Dudley with his wand outstretched, but Aunt Petunia screamed worse than ever and threw herself on top of Dudley, shielding him from Mr. Weasley. â€Å"No, really!† said Mr. Weasley desperately. â€Å"It’s a simple process it was the toffee – my son Fred – real practical joker – but it’s only an Engorgement Charm – at least, I think it is – please, I can correct it -â€Å" But far from being reassured, the Dursleys became more panic- stricken; Aunt Petunia was sobbing hysterically, tugging Dudley’s tongue as though determined to rip it out; Dudley appeared to be suffocating under the combined pressure of his mother and his tongue; and Uncle Vernon, who had lost control completely, seized a china figure from on top of the sideboard and threw it very hard at Mr. Weasley, who ducked, causing the ornament to shatter in the blasted fireplace. â€Å"Now really!† said Mr. Weasley angrily, brandishing his wand. â€Å"I’m trying to help!† Bellowing like a wounded hippo, Uncle Vernon snatched up another ornament. â€Å"Harry, go! Just go!† Mr. Weasley shouted, his wand on Uncle Vernon. â€Å"I’ll sort this out!† Harry didn’t want to miss the fun, but Uncle Vernon’s second ornament narrowly missed his left ear, and on balance he thought it best to leave the situation to Mr. Weasley. He stepped into the fire, looking over his shoulder as he said â€Å"the Burrow!† His last fleeting glimpse of the living room was of Mr. Weasley blasting a third ornament out of Uncle Vernon’s hand with his wand, Aunt Petunia screaming and lying on top of Dudley, and Dudley’s tongue lolling around like a great slimy python. But next moment Harry had begun to spin very fast, and the Dursleys’ living room was whipped out of sight in a rush of emerald-green flames. Chapter 4 Back to the Burrow The imminent arrival at their house of an assortment of wizards was making the Dursleys uptight and irritable. Uncle Vernon had looked downright alarmed when Harry informed him that the Weasleys would be arriving at five o’clock the very next day. â€Å"I hope you told them to dress properly, these people,† he snarled at once. â€Å"I’ve seen the sort of stuff your lot wear. They’d better have the decency to put on normal clothes, that’s all.† Harry felt a slight sense of foreboding. He had rarely seen Mr. or Mrs. Weasley wearing anything that the Dursleys would call â€Å"normal.† Their children might don Muggle clothing during the holidays, but Mr. and Mrs. Weasley usually wore long robes in varying states of shabbiness. Harry wasn’t bothered about what the neighbors would think, but he was anxious about how rude the Dursleys might be to the Weasleys if they turned up looking like their worst idea of wizards. Uncle Vernon had put on his best suit. To some people, this might have looked like a gesture of welcome, but Harry knew it was because Uncle Vernon wanted to look impressive and intimidating. Dudley, on the other hand, looked somehow diminished. This was not because the diet was at last taking effect, but due to fright. Dudley had emerged from his last encounter with a fully grown wizard with a curly pig’s tail poking out of the seat of his trousers, and Aunt Petunia and Uncle Vernon had had to pay for its removal at a private hospital in London. It wasn’t altogether surprising, therefore, that Dudley kept running his hand nervously over his backside, and walking sideways from room to room, so as not to present the same target to the enemy. Lunch was an almost silent meal. Dudley didn’t even protest at the food (cottage cheese and grated celery). Aunt Petunia wasn’t, eating anything at all. Her arms were folded, her lips were pursed, and she seemed to be chewing her tongue, as though biting back the furious diatribe she longed to throw at Harry. â€Å"They’ll be driving, of course?† Uncle Vernon barked across the table. â€Å"Er,† said Harry. He hadn’t thought of that. How were the Weasleys going to pick him up? They didn’t have a car anymore; the old Ford Anglia they had once owned was currently running wild in the Forbidden Forest at Hogwarts. But Mr. Weasley had borrowed a Ministry of Magic car last year; possibly he would do the same today? â€Å"I think so,† said Harry. Uncle Vernon snorted into his mustache. Normally, Uncle Vernon would have asked what car Mr. Weasley drove; he tended to judge other men by how big and expensive their cars were. But Harry doubted whether Uncle Vernon would have taken to Mr. Weasley even if he drove a Ferrari. Harry spent most of the afternoon in his bedroom; he couldn’t stand watching Aunt Petunia peer out through the net curtains every few seconds, as though there had been a warning about an escaped rhinoceros. Finally, at a quarter to five, Harry went back downstairs and into the living room. Aunt Petunia was compulsively straightening cushions. Uncle Vernon was pretending to read the paper, but his tiny eyes were not moving, and Harry was sure he was really listening with all his might for the sound of an approaching car. Dudley was crammed into an armchair, his porky hands beneath him, clamped firmly around his bottom. Harry couldn’t take the tension; he left the room and went and sat on the stairs in the hall, his eyes on his watch and his heart pumping fast from excitement and nerves. But five o’clock came and then went. Uncle Vernon, perspiring slightly in his suit, opened the front door, peered up and down the street, then withdrew his head quickly. â€Å"They’re late!† he snarled at Harry. â€Å"I know,† said Harry. â€Å"Maybe – er – the traffic’s bad, or something.† Ten past five†¦then a quarter past five†¦Harry was starting to feel anxious himself now. At half past, he heard Uncle Vernon and Aunt Petunia conversing in terse mutters in the living room. â€Å"No consideration at all.† â€Å"We might’ve had an engagement.† â€Å"Maybe they think they’ll get invited to dinner if they’re late.† â€Å"Well, they most certainly won’t be,† said Uncle Vernon, and Harry heard him stand up and start pacing the living room. â€Å"They’ll take the boy and go, there’ll be no hanging around. That’s if they’re coming at all. Probably mistaken the day. I daresay their kind don’t set much store by punctuality. Either that or they drive some tin-pot car that’s broken d -AAAAAAAARRRRRGH!† Harry jumped up. From the other side of the living room door came the sounds of the three Dursleys scrambling, panic-stricken, across the room. Next moment Dudley came flying into the hall, looking terrified. â€Å"What happened?† said Harry. â€Å"What’s the matter?† But Dudley didn’t seem able to speak. Hands still clamped over his buttocks, he waddled as fast as he could into the kitchen. Harry hurried into the living room. Loud bangings and scrapings were coming from behind the Dursleys’ boarded-up fireplace, which had a fake coal fire plugged in front of it. â€Å"What is it?† gasped Aunt Petunia, who had backed into the wall and was staring, terrified, toward the fire. â€Å"What is it, Vernon?† But they were left in doubt barely a second longer. Voices could be heard from inside the blocked fireplace. â€Å"Ouch! Fred, no – go back, go back, there’s been some kind of mistake – tell George not to – OUCH! George, no, there’s no room, go back quickly and tell Ron -â€Å" â€Å"Maybe Harry can hear us, Dad – maybe he’ll be able to let us out -â€Å" There was a loud hammering of fists on the boards behind the electric fire. â€Å"Harry? Harry, can you hear us?† The Dursleys rounded on Harry like a pair of angry wolverines. â€Å"What is this?† growled Uncle Vernon. â€Å"What’s going on?† â€Å"They – they’ve tried to get here by Floo powder,† said Harry, fighting a mad desire to laugh. â€Å"They can travel by fire – only you’ve blocked the fireplace – hang on -â€Å" He approached the fireplace and called through the boards. â€Å"Mr. Weasley? Can you hear me?† The hammering stopped. Somebody inside the chimney piece said, â€Å"Shh!† â€Å"Mr. Weasley, it’s Harry†¦the fireplace has been blocked up. You won’t be able to get through there.† â€Å"Damn!† said Mr. Weasley’s voice. â€Å"What on earth did they want to block up the fireplace for?† â€Å"They’ve got an electric fire,† Harry explained. â€Å"Really?† said Mr. Weasley’s voice excitedly. â€Å"Eclectic, you say? With a plug? Gracious, I must see that†¦.Let’s think†¦Ouch, Ron!† Ron’s voice now joined the others’. â€Å"What are we doing here? Has something gone wrong?† â€Å"Oh no, Ron,† came Fred’s voice, very sarcastically. â€Å"No, this is exactly where we wanted to end up.† â€Å"Yeah, we’re having the time of our lives here,† said George, whose voice sounded muffled, as though he was squashed against the wall. â€Å"Boys, boys†¦Ã¢â‚¬  said Mr. Weasley vaguely. â€Å"I’m trying to think what to do†¦.Yes†¦only way†¦Stand back, Harry.† Harry retreated to the sofa. Uncle Vernon, however, moved forward. â€Å"Wait a moment!† he bellowed at the fire. â€Å"What exactly are you going to -â€Å" BANG. The electric fire shot across the room as the boarded-up fireplace burst outward, expelling Mr. Weasley, Fred, George, and Ron in a cloud of rubble and loose chippings. Aunt Petunia shrieked and fell backward over the coffee table; Uncle Vernon caught her before she hit the floor, and gaped, speechless, at the Weasleys, all of whom had bright red hair, including Fred and George, who were identical to the last freckle. â€Å"That’s better,† panted Mr. Weasley, brushing dust from his long green robes and straightening his glasses. â€Å"Ah – you must be Harry’s aunt and uncle!† Tall, thin, and balding, he moved toward Uncle Vernon, his hand outstretched, but Uncle Vernon backed away several paces, dragging Aunt Petunia. Words utterly failed Uncle Vernon. His best suit was covered in white dust, which had settled in his hair and mustache and made him look as though he had just aged thirty years. â€Å"Er – yes – sorry about that,† said Mr. Weasley, lowering his hand and looking over his shoulder at the blasted fireplace. â€Å"It’s all my fault. It just didn’t occur to me that we wouldn’t be able to get out at the other end. I had your fireplace connected to the Floo Network, you see – just for an afternoon, you know, so we could get Harry. Muggle fireplaces aren’t supposed to be connected, strictly speaking – but I’ve got a useful contact at the Floo Regulation Panel and he fixed it for me. I can put it right in a jiffy, though, don’t worry. I’ll light a fire to send the boys back, and then I can repair your fireplace before I Disapparate.† Harry was ready to bet that the Dursleys hadn’t understood a single word of this. They were still gaping at Mr. Weasley, thunderstruck. Aunt Petunia staggered upright again and hid behind Uncle Vernon. â€Å"Hello, Harry!† said Mr. Weasley brightly. â€Å"Got your trunk ready?† â€Å"It’s upstairs,† said Harry, grinning back. â€Å"We’ll get it,† said Fred at once. Winking at Harry, he and George left the room. They knew where Harry’s bedroom was, having once rescued him from it in the dead of night. Harry suspected that Fred and George were hoping for a glimpse of Dudley; they had heard a lot about him from Harry. â€Å"Well,† said Mr. Weasley, swinging his arms slightly, while he tried to find words to break the very nasty silence. â€Å"Very – erm – very nice place you’ve got here.† As the usually spotless living room was now covered in dust and bits of brick, this remark didn’t go down too well with the Dursleys. Uncle Vernon’s face purpled once more, and Aunt Petunia started chewing her tongue again. However, they seemed too scared to actually say anything. Mr. Weasley was looking around. He loved everything to do with Muggles. Harry could see him itching to go and examine the television and the video recorder. â€Å"They run off eckeltricity, do they?† he said knowledgeably. â€Å"Ah yes, I can see the plugs. I collect plugs,† he added to Uncle Vernon. â€Å"And batteries. Got a very large collection of batteries. My wife thinks I’m mad, but there you are.† Uncle Vernon clearly thought Mr. Weasley was mad too. He moved ever so slightly to the right, screening Aunt Petunia from view, as though he thought Mr. Weasley might suddenly run at them and attack. Dudley suddenly reappeared in the room. Harry could hear the clunk of his trunk on the stairs, and knew that the sounds had scared Dudley out of the kitchen. Dudley edged along the wall, gazing at Mr. Weasley with terrified eyes, and attempted to conceal himself behind his mother and father. Unfortunately, Uncle Vernon’s bulk, while sufficient to hide bony Aunt Petunia, was nowhere near enough to conceal Dudley. â€Å"Ah, this is your cousin, is it, Harry?† said Mr. Weasley, taking another brave stab at making conversation. â€Å"Yep,† said Harry, â€Å"that’s Dudley.† He and Ron exchanged glances and then quickly looked away from each other; the temptation to burst out laughing was almost overwhelming. Dudley was still clutching his bottom as though afraid it might fall off. Mr. Weasley, however, seemed genuinely concerned at Dudley’s peculiar behavior. Indeed, from the tone of his voice when he next spoke, Harry was quite sure that Mr. Weasley thought Dudley was quite as mad as the Dursleys thought he was, except that Mr. Weasley felt sympathy rather than fear. â€Å"Having a good holiday, Dudley?† he said kindly. Dudley whimpered. Harry saw his hands tighten still harder over his massive backside. Fred and George came back into the room carrying Harry’s school trunk. They glanced around as they entered and spotted Dudley. Their faces cracked into identical evil grins. â€Å"Ah, right,† said Mr. Weasley. â€Å"Better get cracking then.† He pushed up the sleeves of his robes and took out his wand. Harry saw the Dursleys draw back against the wall as one. â€Å"Incendio!† said Mr. Weasley, pointing his wand at the hole in the wall behind him. Flames rose at once in the fireplace, crackling merrily as though they had been burning for hours. Mr. Weasley took a small drawstring bag from his pocket, untied it, took a pinch of the powder inside, and threw it onto the flames, which turned emerald green and roared higher than ever. â€Å"Off you go then, Fred,† said Mr. Weasley. â€Å"Coming,† said Fred. â€Å"Oh no – hang on -â€Å" A bag of sweets had spilled out of Fred’s pocket and the contents were now rolling in every direction – big, fat toffees in brightly colored wrappers. Fred scrambled around, cramming them back into his pocket, then gave the Dursleys a cheery wave, stepped forward, and walked right into the fire, saying â€Å"the Burrow!† Aunt Petunia gave a little shuddering gasp. There was a whooshing sound, and Fred vanished. â€Å"Right then, George,† said Mr. Weasley, â€Å"you and the trunk.† Harry helped George carry the trunk forward into the flames and turn it onto its end so that he could hold it better. Then, with a second whoosh, George had cried â€Å"the Burrow!† and vanished too. â€Å"Ron, you next,† said Mr. Weasley. â€Å"See you,† said Ron brightly to the Dursleys. He grinned broadly at Harry, then stepped into the fire, shouted â€Å"the Burrow!† and disappeared. Now Harry and Mr. Weasley alone remained. â€Å"Well†¦Ã¢â‚¬â„¢bye then,† Harry said to the Dursleys. They didn’t say anything at all. Harry moved toward the fire, but just as he reached the edge of the hearth, Mr. Weasley put out a hand and held him back. He was looking at the Dursleys in amazement. â€Å"Harry said good-bye to you,† he said. â€Å"Didn’t you hear him?† â€Å"It doesn’t matter,† Harry muttered to Mr. Weasley. â€Å"Honestly, I don’t care.† Mr. Weasley did not remove his hand from Harry’s shoulder. â€Å"You aren’t going to see your nephew till next summer,† he said to Uncle Vernon in mild indignation. â€Å"Surely you’re going to say good-bye?† Uncle Vernon’s face worked furiously. The idea of being taught consideration by a man who had just blasted away half his living room wall seemed to be causing him intense suffering. But Mr. Weasley’s wand was still in his hand, and Uncle Vernon’s tiny eyes darted to it once, before he said, very resentfully, â€Å"Good-bye, then.† â€Å"See you,† said Harry, putting one foot forward into the green flames, which felt pleasantly like warm breath. At that moment, however, a horrible gagging sound erupted behind him, and Aunt Petunia started to scream. Harry wheeled around. Dudley was no longer standing behind his parents. He was kneeling beside the coffee table, and he was gagging and sputtering on a foot-long, purple, slimy thing that was protruding from his mouth. One bewildered second later, Harry realized that the foot-long thing was Dudley’s tongue – and that a brightly colored toffee wrapper lay on the floor before him. Aunt Petunia hurled herself onto the ground beside Dudley, seized the end of his swollen tongue, and attempted to wrench it out of his mouth; unsurprisingly, Dudley yelled and sputtered worse than ever, trying to fight her off. Uncle Vernon was bellowing and waving his arms around, and Mr. Weasley had to shout to make himself heard. â€Å"Not to worry, I can sort him out!† he yelled, advancing on Dudley with his wand outstretched, but Aunt Petunia screamed worse than ever and threw herself on top of Dudley, shielding him from Mr. Weasley. â€Å"No, really!† said Mr. Weasley desperately. â€Å"It’s a simple process it was the toffee – my son Fred – real practical joker – but it’s only an Engorgement Charm – at least, I think it is – please, I can correct it -â€Å" But far from being reassured, the Dursleys became more panic- stricken; Aunt Petunia was sobbing hysterically, tugging Dudley’s tongue as though determined to rip it out; Dudley appeared to be suffocating under the combined pressure of his mother and his tongue; and Uncle Vernon, who had lost control completely, seized a china figure from on top of the sideboard and threw it very hard at Mr. Weasley, who ducked, causing the ornament to shatter in the blasted fireplace. â€Å"Now really!† said Mr. Weasley angrily, brandishing his wand. â€Å"I’m trying to help!† Bellowing like a wounded hippo, Uncle Vernon snatched up another ornament. â€Å"Harry, go! Just go!† Mr. Weasley shouted, his wand on Uncle Vernon. â€Å"I’ll sort this out!† Harry didn’t want to miss the fun, but Uncle Vernon’s second ornament narrowly missed his left ear, and on balance he thought it best to leave the situation to Mr. Weasley. He stepped into the fire, looking over his shoulder as he said â€Å"the Burrow!† His last fleeting glimpse of the living room was of Mr. Weasley blasting a third ornament out of Uncle Vernon’s hand with his wand, Aunt Petunia screaming and lying on top of Dudley, and Dudley’s tongue lolling around like a great slimy python. But next moment Harry had begun to spin very fast, and the Dursleys’ living room was whipped out of sight in a rush of emerald-green flames.

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Current Therapy Trends for Specific Phobias and Their Long-term Effectiveness - Essay Example A simple phobia, which was earlier known as simple phobia is thus a lingering and unreasonable fear that is caused by the presence or thought of a specific object or situation that normally poses little or no real danger. Faced by such an object or situation the response is an immediate reaction that causes the individual to feel severe anxiety that. The consequence is that the individual avoids the specific object or situation. The severe distress caused to the individual interferes with the ability of the individual to function normally. Though adults with specific phobia recognize and understand that the fear they feel is excessive or not given to reason, they find themselves unable to overcome such fears (Specific Phobias). â€Å"Persistent fear of a circumscribed stimulus (object or situation), other than fear of having a panic attack (as in panic disorder) or of humiliation, or embarrassment in certain social situations (as in social phobia). The fear or associated avoidance behavior significantly interferes with the person’s normal routine or with usual social activities or relationships with others, or there is marked distress about having the fear. Specific phobias are of different types and are classified based on the object or situation that causes it. Specific phobias include animal phobias like fear of dogs, snakes, insects, or mice; situational phobias like flying, riding a car, driving, going over bridges or tunnels, or of being in an enclosed space; natural environment phobias like fear of storms, heights, or water; blood-injection-injury phobias like, fear of seeing blood or of invasive medical procedures, such as blood tests or injections, or fear of being injured; other phobias like fear of falling down, fear of loud sounds, or fear of costumed characters, such as clowns. An individual could be affected by one or more specific phobias (Specific Phobias). The U.S.

Social class Essay Example for Free

Social class Essay Social class indeed does make a distinction in the lives and future lives of American children. In his works, Lareau draws on a comprehensive and carefully observations of white and black middle-class and working and poor families offering a dramatic portrait of childhood in the modern world. The social class that a child finds him/her in decides whether he/she will achieve the desirable American vision. Parenting and childhood differ with social class; a social class discrepancy influences the speed and rhythm of daily life. The social class in which the parent belongs to impact significantly on the way the parent will bring up his/her children. Social class creates a unique parenting style. Parents differ by class in the way they describe their own task in their children’s lives as well as how they understand the environment of upbringing. The middle class parents tend to conform to a cultural logic of childbearing which we call concerted cultivation. They attempt to promote their children’s talents by use of planned free time activities and general reasoning. They also support their children to get involved in various age-specific planned activities that govern family life and generate huge labor, especially for mothers. The parents portray these activities as a way of conveying essential life skills to their children (Lareau 20). Middle class parents lay emphasis on the use of language and development of reasoning and use of conversation as they favored form of discipline. Middle class parents discuss with their children at length seeking their opinions and encouraging their ideas. Their strategy involves direct expenses like the cost of buying equipment for plating with their children and indirect expenses for example the expenses involved in taking off leave to spend with their children. They get involved in sports, music and educational activities. This kind of nurturing creates diversity of experiences for children and generates an anxious pace for parents, leads to individualism amidst the family and emphasizes on children’s performance. Working class and poor parents engage in a cultural logic of achievement of natural growth, providing the conditions under which children can develop while leaving the children free to select the kind of activities to engage in during their free time. The childrearing approaches for employed class and unemployed emphasize on the importance of natural growth. These parents believe their children will grow and succeed provided they are given food, love and safety. They do not center on building up their children’s particular talents (Lareau 32). Working parents make use orders rather than logic. There is no much talking in lives of employed parents. Parents to children discussion in working class is so minimal.. Parents tend to use stiff commands and expect quick positive answers. Children who disobey parent’s orders expect to be punished. Working parents are inclined to issue more orders to their children and put more stress on physical discipline as compared to middle class parents. Working–class children engage in few planned play activities as compared to children whose parents are in the middle class. Working parents do not monitor their children’s free time and activities; they only intervene in specific areas such as dressing, meal times and chores They also have more free time and hence more profound and stronger ties with their extended families (Hart and Todd 19). On the other side children in middle class have weaker social ties due to the fact that they get engaged in adult-organized activities. The busy and strict children’s schedules found among middle class families make it hard to arrange and attend regular extended family get together. Their parents also tend to form weak rather than strong ties by having social networks that include professionals only. Working parents not likely to include professionals in their social networks but are more likely to speak with their kin on a daily routine than their friend. Their children interact with different age groups which include their cousins and children in their neighborhood. Despites differences in values between the two classes, there are disparities amongst parents and children behavior. A difference in cultural logic gives parents and their children differential resources in their interactions with professionals and other adults away from home. Working parents are more skeptical to professionals such as doctors and teachers than middle class guardians. They also display fear of the powerful individuals in the society as opposed to their counterpart. Middle class parents are better armed to exercise power over other teanagers compared to working parents (Lareau 41). Working class parents teach their children to keep themselves away from those occupying high places in the society, to be distrustful of institutions and to some extend to oppose official authority. These make the children to absorb the adult’s feeling of subjection in their society relationships (Hochschild 17). The middle class children enjoy fortunate lives; they live in large houses, some have swimming pool, most children have their own bedrooms with some with computers and varied kinds of toys. They also tend to enjoy their holidays as they flew out of the country in airplanes and travel by sports car one or two hours from home to participate in their activities (Hofferth and John 33). The employed class children display a sense of restraint in their relations with powerful figures in society. They are not likely to try to tailor interactions to favor their own choices. They blindly conform to accept actions of persons in authority. Employed parents appear not to be aware of their children’s school circumstances for example when they children are not doing assignments. They believe that the academic issues should be handled only by the teachers. Due to fear of intimidation by authority figures, they fear teaching their children the wrong things. They perceive school and home as separate worlds. They also dismiss school rules as irrational. Middle-class working parents consider themselves equal or at times superior to their children teachers. They walk in and out of classrooms comfortably as though they have the right and freely ask for their children to be included in certain school programs and more specifically try to modify the school experience to favor their children. The fact that school use specific linguistic structure, authority models and form of syllabus which the children from middle/upper children are familiar with gives them a ‘home advantage’. School official themselves acknowledge the use of concerted cultivation being members of the middle-class themselves; they believe that concerted cultivation is the right way to bring up children. Lareau never praise one parenting style as opposed to the other. Both taking care of children have their own demerits and merits. For example, Middle class children are only taught the rules superseding relations with official figures but are not taught on important social skills such as planning their free time hours during weekends or holidays or even on how to associate with adults in a subordinate manner. Middle class children have also learned from their parents to make things work in their own advantage at the expense of others. For example, they make special request to teachers to change time-tables to house their desires (Lareau 47). Each strategy of childrearing makes sense in its own setting. All these disparities in parenting style have some long term consequences. It has been observed that the approaches utilized by parents and children are not uniformly successful across classes. However, our society emphasizes on the importance of skills learned from the concerted cultivation than those learned through the achievement of natural growth. When working-class children move from childhood to adulthood, they find that the ability to be organized and to be eloquent are appreciated more than the skills to operate outside formal organization, placing them at a lesser competitive advantage. Parent’s economic resources play a major role in determining the kind of parenting style the parent adapts. Middle-class parents are advantaged to have access to resources as opposed to their counterparts. For example the middle class parents sees the enrollment fees charged in school as small while for the working class it is really expensive. Middle class parents are able to pay for expensive clothes for their children, buy them equipment to play with, pay for their hotel accommodations when far from home during vacations, afford to buy them fast food and summer camps. Middle-class parents have dependable private means of transportation and flexible working schedules which enable them to spend more time with their children. Educational resources also play an important role in parenting styles. Middle class high level of education gave them an upper hand when it comes to facilitating concerted cultivation and especially in institutional involvement. This also bestow in them assurance of criticizing educational professionals and prevailing in school issues. Where as employed parents view teachers as their social superiors. Works Cited Hart, B. and Todd, R.Significant Disparities in the Daily Practices of Young Children. Baltimore: Paul H. Brookes, 1996. Hochschild, J. Looking Into the American Reality: Race, Class and the Spirit of the Country. Princeton: Princeton University Press, 1995. Hofferth, S. and John, S. â€Å"How American Family Use Their Free Time†. Journal of Marriage and the Family Relations 63(4), 2001. 295-308 Lareau, Annette. Invisible Disparity: Social Class and Child nurturing in Black Families and White Families. American Sociological Evaluation, 67(2002): 747-776. Lareau, Annette. Unequal Upbringing: Class, Race, and Family Life. Berkeley: California Press, 2003.

Brand Extensions In Fashion

Brand Extensions In Fashion The Indian market and the Indian consumer are evolving. India is currently on its growth path, and India, currently the worlds twelfth-largest consumer market today is expected to become the fifth-largest consumer market by 2025 (Zachariah, 2012).The Indian consumer has become aware and is moving from need based to kind of need based, thanks to the upbeat mood of the economy and populations increasing integration with globalised lifestyle and consumption patterns (Gupta,2011).The Indian consumer market, primarily dominated by the younger generation, is also becoming increasingly sophisticated and brand conscious. The Indian consumer today prefers to carry out a research and compare various brands and product features, prices etc before making a purchase decision. In most cases their evaluation and the purchase decision is based on their previous experience with a brand or a friends suggestion. These changes in the Indian market and the Indian consumer have created opportunities as we ll as challenges for the Indian and the multinational companies operating in India, and these challenges have called for innovative and pragmatic responses from the marketers (winning with the Indian consumer, 2012 )(Zainulbhai, 2009).Thus, various companies, in order, to respond to the constantly changing consumers needs and to understand what they truly value, are trying to build their brands and businesses around this new Indian consumer. To keep at pace with the evolving market and to claim success in this rapidly changing marketplace, companies are innovating with increasing speed, efficiency, and quality and launching new products to satisfy constantly changing consumer demands. New product and brand development has thus, become one of the most powerful business activities (Gupta,2011). But one of the challenges of brand management in todays over-cluttered world of information is to generate strong and positive feelings towards a specific brand and build brand equity. The new products, brands thus, easily become prone to failures because building brand equity is difficult due to many factors like the high level of advertisement costs and the increasing competition (Zachariah,2012). Therefore, in an effort to reduce new product and brand failure rates and to maximize the returns for their stakeholders, more and more companies with strong brand equity are opting for brand extensions, as they believe that innovating products within established brands that consumers trust is a powerful strategy(Gupta, 2011) 1.1.2 Brand extension, an important marketing strategy Brand extension is a marketing strategy, in which a firm marketing a product with a well developed image uses the existing brand name, in the same or a different product category. Organizations use this strategy to increase and leverage brand equity. It increases awareness of the brand name and increases profitability from offerings in more than one product category. A brands extendibility depends on how strong consumers associations are to the brands values and goals (Jonathan Ablett, 2007).Brand extension is, thus one of the, new product development strategies to introduce new products, create awareness and promote new products benefits and to create sales, since launching a new brand is risky, time consuming and also requires a big budget. But like everything else there are various advantages as well as disadvantages of brand extensions. Some of the benefits being that it makes acceptance of new product easy and also has feedback benefits for the parent brand and the organization. Whereas, on the other hand, if the brand is extended into an unrelated market or is extended too far, then it might lose its reliability, and also, the new product might generate implications that in turn might damage the image of the core brand. Therefore, poor choices for brand extension may dilute and deteriorate the core brand and damage the brand equity, and result in a diluted or severely damaged brand image. In the past, along with many successful brand extensions there have also been many failures. The failure of extension may come from difficulty of connecting with parent brand, a lack of similarity and familiarity and inconsistent messages conveyed to the consumer(Ashok Gopal,2006).In case of brand extension failures, the equity of a brand can be significantly affected, and they can also disturb and confuse the original brand image and meaning in the mind of the consumer. Thus the marketers need to pay close attention to brand extension strategy, because one small mistake can be of considerable damage to the brand equity. A number of elements related to the existing brands, in a companys portfolio need to be considered. The current equity of the brand should be transferrable to the extended product/category and it is also essential that the effect a brands current equity will have in the branding strategy is well understood. So basically while evaluating a brand extension opportunity, some fundamental questions need to be considered by the brand managers, i.e. if it makes sense strategically, for the brand and the company in terms of its product and brand portfolio ; further, if it makes sense strategically, then will the change fit in terms of brands equity ; and lastly, if the change makes sense strategically and the brand logically fits into the new market, then will it be profitable for the company. 1.1.3 Role of consumer in evaluation of brand extension Another important factor to be closely studied by the marketers when considering brand extension is consumer. In fact, consumers evaluation of brand extension plays a major role in determining success or failure of an extension, with consumer playing a moderating role in the evaluation process. It is the consumer, who has the ability to process information into useful knowledge by measuring and comparing the difference between core brand and extension product on the basis of former experience and knowledge. Consumers evaluation is a part of consumers buying behavior process, which often takes place over a period of time. The consumers buying behavior process consists of, searching for, evaluating, purchasing and using of products and services that the consumers expect will satisfy their needs. The overall goal during this decision process is to evaluate various alternatives and choose the product that satisfies them in an optimal way. Therefore the brand managers and the marketers, c onsidering brand extensions are required to study the consumer buying behavior for better understanding of the consumer. 1.1.4 Brand extensions in the world of fashion In the world of brand extensions, fashion brands have a relatively easy path from clothing to fashion accessories. It is not uncommon, for example, to see brand names that may have started their lives associated with fine clothing become equally known for handbags, footwear, jewelry and other accessories. In fashion industry, brands from the luxury segment also get into extensions, through brand diffusion, wherein they mix haute couture with lower priced range of ready to wear, at the same time there are some luxury brands refuse to go in for the same, because they feel that this would just confuse the existing customers of the brand. But a perfect example of a fashion brand, which has successfully got into various line and category extensions, is Armani. The brand has successfully extended itself by sticking to the core values of the brand i.e. by been consistent in its strategy of launching exclusive products to a high end category of customers. Similarly, many fashion brands have successfully evolved and extended themselves into various lines and categories. For instance, Ralph Lauren, a brand that began almost 40 years ago with a collection of ties has today grown into an entire world, redefining American style. The brand includes childrens wear, eyewear, underwear, jeans wear, shoes, accessories, house wares, furs, luggage, and a range of many other products, and over the years the brand has not suffered from brand image dilution due to rapid expansion and instead has only strengthened with time is because, it has been able to maintain its American Aristocrat image all along, i.e. the brand has always stood for providing quality products, creating worlds and inviting people to take part in his in dream, and has been able to maintain it across the extensions. But not all brand extensions are accepted by the consumers, like in case of levis. In the early 1980, when the brand had attempted to introduce a tailored classics line of mens suits, the extension was not well accepted by the consumers due to the lack of fit between the brands informal, rugged, outdoor image and the image the company sought from its suits. 1.2 Problem Identification Consumers play a major role in determining the success and the failure of the brand extension. Consumers evaluation of brand-extensions is in turn influenced by various factors. Most of the existing literature on the same focuses on the western countries, thus limiting the validity of the findings to our country. This study aims to fill this gap by studying consumers evaluation of brand extensions in the Indian context, for the fashion and lifestyle brands in India. 1.3 Project Objective To define the role of brand equity in shaping consumers attitude about a brand extension. To determine the various factors that influence Indian consumers evaluations of brand extensions, especially of premium fashion and lifestyle brands based in Delhi, NCR. 1.4 Research Approach Literature Review: The approach to writing this paper included literature review to understand the context of consumers decision making, brand extension (branding strategy), and consumers attitude towards brands extensions. For a good understanding of the same, various case studies of brand extensions in the west and in India were explored. Studying various success and failure stories, helped in determining how consumers evaluate brand extensions and the various steps a brand needs to adopt when considering a brand extension. Methodology: Primary and secondary research methods were used for the study. Primary research method was used to ascertain the learning and reflections from the literature review for the Indian market and consumer. It was done with the help of quantitative research by conducting structured surveys, with the help of self administered questionnaires, with close ended questions. Secondary research method was used to study the premium fashion and lifestyle brands in India already into or working towards brand extensions. 1.5 Scope The research has helped in establishing the role and importance of various factors in shaping consumers attitude about brand extension and also the significance of consumers evaluation of brand extension in making it a success or a failure. 1.6 Significance and Value Since, India has heterogeneous consumer segments, and every segment has different needs, this study will be of great help for fashion and lifestyle brands in taking insightful decisions within consumers decision making/consumers evaluation parameters regarding brand extension in India. Moreover, a lot of fashion and lifestyle brands in India are diversifying into new segments due to many reasons like in order to increase their shop productivity, to make shoppers spend more time in their shops and buy more, etc, but at the same time there is also a lot of risk involved in extending into new segment. This study will help them to understand consumers evaluation criteria, which will in turn help them create a connection with their consumers. Limitations The limitation of the study is that the research could not explore the entire Indian market due to geographical constraints. Chapter 2: Literature Review 2.1 Brand Principles of Marketing, by Philip Kotler and Gary Armstrong and the American Marketing Association (2008) defined brand as a name, term, sign / symbol or a combination of these that identifies the maker or seller of the product and differentiates them from those of the competition. Aakers (1991) widely accepted definition of a brand is to identify the goods or services of whether one seller or a group of sellers, and to differentiate those goods or services from those of competitors. Brands are thus, valuable assets and tools influencing consumer behavior which includes awareness, choice, use, satisfaction, recommendation, trust and loyalty. They reduce information search costs and risk for consumers and deliver quality, values, promises, and lifestyle enhancement (Czellar, 2010) .According to Keller (2002) the benefits of a strong brand can be categorized under 4 different categories, namely, product-related effects, price-related effects, communication-related effects and channel related effects. Product-related effects of brand include consumer product evaluations, consumer confidence, perceptions of quality, and purchase rate positively related to a brand name. If consumers are well aware of a brand, their attitude and their purchase intention toward the brand are increased. Price-related effects refer to the fact that brand leaders have higher priced positions and consumers have a lower level of price sensitivity toward those leaders. Communication-related effects refer to how the evaluation of brand advertising can be positively biased when consumers have positive feelings toward a brand which is a well known and well-liked brand and the effect of the well-known brand, which is most likely to have competitive advantage in marketing activities, is the channel-related effect. 2.2 Fashion and Branding According to Solomon and Rabolt (2004), fashion is defined as a style that is accepted by a large group of people at a given time. Generally people use the term fashion and style interchangeably. In the fashion context, consumers choose a certain fashion brand over others because they are associated with a certain style (Ferney et al.2005).The way individuals have their own distinctive personalities and styles in the manner of living, speaking as well as dressing, the brands too can be associated with a particular personality, because branding has the propensity to distinguish a brand from others by creating an individual brand personality, by using different brand elements like name, logo, symbol, and package design(Newman and Patel ,2002).Branding is important in fashion retailing as the brand can project a specific image like personality, sex, lifestyle and age, to the target consumers. Like in case of a sports brand, the attribute of sporty feeling would be formed in consumers mi nd whereas a casual fashion brand would be associated with the casual attribute (Keller 2002). The brand image allows fashion merchandise to communicate a distinct symbolic meaning, through merchandise, store atmosphere, sales associate attraction with customers, and marketing campaign, between the retailers and the consumers (Ferney et al, 2005). Newman and Patel discovered that brand image is crucial in this intensely competitive fashion retail sector. As different types of fashion consumers are matched with particular clothing styles, brand image can create a point of difference and assist consumers in selecting a suitable fashion brand. A successful fashion brand can capture the market share and maintain a positive relationship with its customers, therefore creating an appropriate fashion brand is one of the primary ways for the marketers to differentiate the products from the competitors. In brief, fashion and branding are closely related (Solomon and Rabolt 2004; Newman and Pa tel, 2002). 2.3 Brand Equity In Building Strong Brands, David Aaker defined brand equity as a set of brand assets and liabilities linked to the brand-its name and symbols-that add value to, or subtract value from, a product or service. The major asset categories are brand loyalty, brand name awareness, perceived quality and brand associations. http://www.tvonlinesurveys.com/enquete/Brand%20equity%20model%20Aaker.bmp(Aakers Brand Equity Model) The model mainly talks about how brand equity is formed of five components and how each has a role to play in the performance of the brand and indicates that how the brand equity will rise with the increase in brand loyalty, brand name awareness, and perceived quality and with stronger and positive brand associations and also with the increase in the number of brand related proprietary assets. This model can thus be used to get to grips with a brands equity and gain insight into the relation between the different brand equity components and the future performance of the brand. Apart from the five components, the model also reflects indicators or the consequences of the pursued branding policy. (Aaker, 1991) The five components and the factors having an influence on these components are: Brand loyalty: Aaker (1991) defines brand loyalty as the attachment that a customer has to a brand. Two different levels of loyalty are classified: behavioral and cognitive loyalty (Keller, 1998). Behavioral loyalty can be indicated by a number of repeated purchases (Keller, 1998) or commitment to buy the brand as a primary choice .Cognitive loyalty refers to the consumers intention to buy the brand as the first choice .Another indicator of loyalty is the customers willingness to pay higher price for a brand in comparison with another brand offering similar benefits. The extent to which people are loyal to a brand is expressed in the following factors: Reduced marketing costs, as hanging on to loyal customers is way cheaper than charming potential new customers. Trade leverage, as loyal customers represent a stable source of revenue for the distributive level. Attracting new customers, as current customers can help boost name awareness and hence bring in new customers Time to respond to competitive threats, as loyal customers that are not quick to switch brands give a company more time to respond to competitive threats. (Aaker, 1991) Brand awareness: It is a key determinant of brand equity. It is defined as an individuals ability to recall and recognize a brand. Top-of-mind and brand dominance is other levels of awareness included by Aaker (1996) in measuring awareness. Awareness can affect customers perceptions, which lead to different brand choice and even loyalty (Aaker, 1996). A brand with strong brand recall (unaided awareness) and top of mind can affect customers perceptions, which lead to different customer choice inside a product category. The extent to which a brand is known among the public ,can be measured using the following parameters: Anchor to which associations can be attached (depending on the strength of the brand name, more or fewer associations can be attached to it, which will, in turn ,eventually influence brand awareness) Familiarity and liking (consumers with a positive attitude towards a brand ,will talk about it more and spread brand awareness) Signal of substance/commitment to a brand. Brand to be considered during the purchasing process (to what extent does the brand form part of the evoked set of brands in a consumers mind) (Aaker, 1991) Perceived quality: It is defined as the customers judgment about a products overall excellence or superiority in comparison to alternatives brand and overall superiority that ultimately motivates the customer to purchase the product (Aaker and Jacobson, 1994). It is difficult for customers to make a rational judgment of the quality. They are likely using quality attributes like color, flavor, form, and appearance of the product and the availability of production information to infer quality. The extent to which a brand is considered to provide good quality products can be measured on the basis of the following criteria: The quality offered by the product / brand is a reason to buy it. Level of differentiation/position in relation to competing brands. Price, as the product becomes more complex to assess and status is at play, consumers tend to take price as a quality indicator. Availability in different sales channels, i.e. consumers have a higher quality perception of brands that are widely available. The number of brand extensions (this can tell the consumer the brand stands for a certain quality guarantee that is applicable on a wide scale) (Aaker, 1991) Brand associations: Consumer must first be aware of the brand in order to develop a set of associations. Brand association contains the meaning of the brand for consumers; it is anything linked in memory to a brand (Aaker, 1991). Brand associations are mostly grouped into a product-related attribute like brand performance and non product related attributes like brand personality and organizational associations. Customers evaluate a product not merely by whether the product can perform the functions for which it is designed for but the reasons to buy this brand over the competitors. Brand personalities include symbolic attributes (Aaker, 1996; Keller, 1993) which are the intangible features that meet consumers needs for social approval, personal expression or self-esteem. The associations triggered by a brand can be assessed on the basis of the following indicators: The extent to which a brand name is able to retrieve associations from the consumers brain, such as information from TV advertising. The extent to which association contribute to brand differentiation in relation to the competition (these can be abstract association or associations with concrete product benefits) The extent to which brand associations play a role in the buying process (the greater this extent ,the higher the total brand equity) The extent to which brand associations create positive attitude/feelings(the greater this extent, the higher the total brand equity) The number of brand extensions in the market (the greater this number, the greater the opportunity to add brand associations) (Aaker, 1991) Other proprietary assets: Some of the examples are patent and intellectual property rights, relations with trade partners, etc. (the more the proprietary rights a brand has accumulated, the greater the brands competitive edge in those fields) (Aaker, 1991) The model also provides an insight into the criteria that indicate to what degree actual value is created with both consumer and company due to pursued branding policy. However, this model does not make a clear distinction between added value brand can have for the consumer /customer and added value it can have for the brand owner/company and does not even discuss the process that goes into building strong brands, and is only useful to gain insight into the various brand equity components and the relation between them. (Wood, 2000) 2.4 Kellers Customer-based Brand equity model This model depicts the process that goes into building strong brands. It is set in the realm of brand added value, i.e. the focus of this model is on the added value a brand offers its customers/consumers. Kevin Lane Keller introduced this customer-based brand equity model, and has defined it as the differential effect that consumers brand knowledge has on their response to the marketing of that brand (Keller 1993).Differential consumer response is mainly based on consumers knowledge of the brand as well as the favorability of associations. The model is made up of various steps, which should be taken in a fixed order. The model talks about the six dimensions of brand equity, namely, brand salience, brand performance, brand imagery, consumer judgments, consumer feelings and brand resonance. According to Keller, the highest level of brand equity is realized when the top of the pyramid is attained. In his view, the resonance comes about when the consumer has a high level of awareness of and familiarity with the brand and holds some strong, favorable and unique associations in memory. (Keller, Strategic brand management, 2002) http://markhendrikse.squarespace.com/storage/post-images/july-2009/cmmemodel.jpg?__SQUARESPACE_CACHEVERSION=1247443493748 (Kellers customer based brand equity model) The six dimensions and the process that goes into building of strong brands, as identified by Keller are: Brand Salience: The first step in the development of a strong brand involves describing its identity, and revolves around the question: Who am I? .To achieve this, the brand managers need to ensure that the customers should be able to identify with the brand. A clear associative link between the brand and a specific product class/category has to be established in the mind of the consumer, this also further helps in creating a solid footing for the building of brand awareness and knowledge. Salience basically refers to how familiar consumers are with a brand and whether the brand is actively considered when consumers find themselves in purchase or consumption situations. A high level of salience means that a consumer has knowledge of both the depth and the width of a brand, (depth here refers to the ease with which a brand can be activated in the consumers brain, while width refers to the extent to which happens when the consumer is making a purchase decision.)Brand Salience is thus a precondition for moving up on the brand pyramid. (Keller, 2002) (Keller, Strategic Brand Management: a european perspective, 2008) Brand performance and brand imagery: when brand salience has been realized, the process moves on to the next steps in the development of brand meaning. The second step basically answers the question: What am I?This question is answered by using intrinsic (tangible) and extrinsic (intangible) characteristics of a brand.(Intrinsic characteristics refer to the degree to which a product/service is seen to perform by consumers, and extrinsic characteristics refers to how consumers think about a brand. In order to boost overall brand equity the focus needs to be on both brand performance and brand imagery, since they together add on to the brand associations. Raising brand performance starts by delivering a product/service that fulfills current customers needs, followed by attempts to surpass the triggered customer expectations. Brand imagery on the other hand can be increased by tailoring to consumerspshyco-social needs. Imagery refers to what people think about a brand (in terms of value and meaning) and not so much about what exactly the product does or can do (in terms of functionality).It can be raised directly by creating brand experience or indirectly through advertisement. In the end, these two dimensions together need to bring about certain brand associations that are strong, positive and unique. These dimensions also play an important role in creating brand loyalty. (Keller, 2002) Brand judgments and brand feelings: After realizing strong, positive and unique brand associations, the third step deals with the way consumers think and feel about a brand. This step basically contains the responses to the efforts from step 2(performance and imagery).the brand is evaluated and judged at this stage, formulating a certain attitude towards the brand. The two dimensions at play here are: brand judgments (rational) and brand feelings (emotional).the former denotes the opinion consumers have of a brand, and how they evaluate the brand. The opinion in this case is formed rationally and based on three criteria, quality, reliability and superiority. Brand feelings on the other hand are the emotional reactions by consumers to brands and their marketing efforts. What feelings does the brand evoke in the consumer, and in the social environment? Are these feelings intense or not, positive or negative? These feelings can very strong and can have an affect on brand observation dur ing actual use of the product. These feelings are based on various factors, namely, warmth, pleasure, tension, security, social acceptance and self respect. (Keller, 2002) Brand resonance: once when the consumer has acquired a positive idea of the brand in both a rational and an emotional sense, a solid base is created to further jump on to the last stage. This stage answers the question whether the consumer is willing to enter into a (lasting) relationship with a brand. If this stage is attained, then its considered as the brand has achieved true brand loyalty, where the consumer identifies him/herself with the values of the brand to a considerable degree and is willing to invest in a relationship. Brand resonance is an ultimate relationship between a brand and a consumer. The closeness of the bond can be measured using factors like loyalty, emotional bond, being a member of a brand community and active brand involvement. (Keller, 2002) Brand equity if used appropriately, possesses a huge potential to create advantages and benefits for the firm, the trade and the consumer. Some of the benefits of strong brand equity being, improved perceptions of product performance, greater loyalty, less vulnerability to competitive marketing actions and marketing crises, larger margins , more inelastic consumer response to price increases and more elastic consumer response to price decreases ,greater trade cooperation and support ,increased marketing communication effectiveness along with licensing opportunities and additional brand extension opportunities.(Wood ,2000 ; Feldwick, 1996) 2.5 Brand equity and brand extension Brand equity can be leveraged by building it, borrowing it, or by buying it. Building brand equity is not an easy task due to the rapid increase in the number of brands and the intense competition that is prevalent in many industries. Thus, the brands generally prefer to opt for the alternatives to building brand equity i.e. by borrowing it or buying it. (Moisescu, 2005; Tuominen, 1999) Since the study focuses on the role of brand equity in brand extensions, leveraging brand equity by borrowing it, will be discussed. Borrowing brand equity: According to Tuominen (1999), many firms borrow on the brand equity in their brand names by extending existing brand names to other products, which is referred to as brand extension. There are two types of brand extensions namely, a line and a category extension. A line extension is when a current brand name is used to enter new market segment in the existing product class, whereas, a category extension is when the current brand name is used to enter a different product class. A line extension occurs when a company introduces additional items in the same product category under the same brand name. A line extension often involves a different size, color, flavor or ingredient, a different form or a different application for the brand (Richard Elliot, 2006). Products in line extensions are technically congruent, i.e., similar in many attributes. They belong to the same product category or subclass. The vast majority of new-product activity consists of line extens ions. Excess manufacturing capacity often drives a company to introduce additional items. The company might want to meet the consumers desire for variety. The company may recognize a latent consumer want and try to capitalize on it (Moisescu, 2005). The company may want to match a competitors successful line extension. Many companies introduce line extensions primarily to command more shelf space from resellers. Line extensions involve risks. There is a chance that the brand name will lose its specific meaning. This is called the line-extension trap (Eun Young Kim, 2000) .The other risk is that many line extensions will not sell enough to cover their deve