Racial Bias And Racial Stereotypes Essay - 1127 Words

The issue of race representation which becomes even more serious and cause for concern at the moment existed in the past until now, specifically the problem of racial bias and racial stereotypes. Well development of the media is one of the significant factors which influences the issue, especially in the medium of news reporting, for example, the newspaper, network and television news, etc. News contributes to transmitting incident information, but the appearance of news misrepresentation and the language in the news will affect the objectivity and the authenticity of the news, which the cause of intensification of the racial stereotypes and bias issues. News misrepresentation is one of the main cause create and intensify the issue of stereotyping and bias in ethnic minorities. Yet the concept of moral panic and deviancy amplification is used in news reporting. Moral panic is a concept suggested by theorist Stanley Cohen in his book Folk Devils and Moral Panics in 2002. Stan Cohen (2002) suggests moral panic occurred when something, for example, a condition, a person or a group of people, was ascertained as a threat to the societal values and benefit, it s characters will be presented in stylization and stereotyping by the mass media. The organization or people, such as editors, bishop, with right thinking will manipulate the moral barricades and the diagnoses and solutions will be enunciated by the socially authorized experts. That is mean moral panic is a mediaShow MoreRelated Racial and Cultural Test Bias, Stereotype Threat and Their Implications3799 Words   |  16 PagesRacial and Cultural Test Bias, Stereotype Threat and Their Implications A substantial amount of educational and psychological research has consistently demonstrated that African American students underperform academically relative to White students. For example, they tend to receive lower grades in school (e.g., Demo Parker, 1987; Simmons, Brown, Bush, Blyth, 1978), score lower on standardized tests of intellectual ability (e.g., Bachman, 1970; Herring, 1989; Reyes Stanic, 1988; SimmonsRead MoreDoes Racial Bias Affect The Lives Of Americans? Essay1593 Words   |  7 PagesThis is why we must look at the causes of this racial bias and the effects. We cannot ignore the obvious disadvantages minorities face in America. When examining the ways that systemic racial bias affects the lives of Americans, it is important to first define what systemic racial bias actually is. For the purposes of this research paper, it is the tendency of racism to exist in a specified process. Throughout the past centuries, the presence of this bias changed significantly but not disappeared. InRead MoreStereotypes And Stereotypes Of Stereotypes771 Words   |  4 PagesStereotypes: â€Å"...a fixed, over generalized belief about a particular group or class of people.† (Cardwell, 1996). Stereotypes create an unconscious perception on a group of people. Generalization ignores differences between individuals; therefore we pass assumptions towards others that may not be accurate. Stereotypes enables us to respond quickly to situations because we may have had similar experiences before. The use of stereotypes is an involuntary way we simplify our social world; they reduceRead MoreAnalysis Of The Movie Breakfast At Tiffany s 1502 Words   |  7 Pagesfor diversity in favor of stereotypes. Movies such as Breakfast at Tiffany’s (1961), Scarface (1983), and Pan (2015) are all guilty of this. The depiction of non-American characters in Hollywood movies are constructed around racial stereotypes and whitewashing because non-ethnic/white actors are casted in ethnic roles. Thus, by suggesting that there is a preference for non-ethic/white actors, racial stereotypes are inadvertently reinforced; thereby, influencing racial bias in our modern-day societyRead MoreThe Effects Of Media On The Media Influences Viewers1587 Words   |  7 PagesRacial Bias in the Media Influences Viewers Television reaches more consumers for more time than any other source of media. Its use for entertainment or news is overly influential, persuasive, and authoritative. Through these characteristics, any type of information or message influences its massive audience. Because of this, what Americans see – or fail to see- has a powerful impact on how they view other races. Young children are especially vulnerable to the information they are exposed to. TVRead MoreIs There A Racial Bias? The Judicial System?1433 Words   |  6 PagesIs There a Racial Bias in the Judicial System? When looking at illegal actions and activities, also known as crimes, people of all color commit them. 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For instance, are white males withinRead MoreThe World Is Not Black And White : Racial Bias1688 Words   |  7 PagesIn the article The World Is Not Black and White: Racial Bias in the Decision to Shoot in a Multiethnic Context Implicit racial biases were examined in the decision to shoot potentially hostile targets in a multiethnic context. Results of two studies showed that college aged participants and police officers showed anti-black racial bias in their response times: the participants were quicker to â€Å"correctly† shoot armed black men or targets and to indicate â€Å"don’t shoot† for unarmed Latino, Asian andRead MoreRacial Bias By White Police Officers Essay1228 Words   |  5 Pageseffect of biases, specifically by white police officers towards minorities. 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Succubus Dreams CHAPTER 21 Free Essays

string(93) " we were having to do more mundane searches, like looking for telltale patterns in the news\." Five minutes after Seth left, I realized I’d made a mistake. Not about refusing him – that was the right thing to do. But I shouldn’t have let him walk out like that. We will write a custom essay sample on Succubus Dreams CHAPTER 21 or any similar topic only for you Order Now It was no way to end a fight. I was still angry after all these years that Andrew had died helping those people. I was still pained by his loss. To this day, I believed my stand in the garden had been correct, but nonetheless, I’d always regretted the separation that followed. Anger and pride had come between us, keeping us apart until it was almost too late. Even disagreeing with each other, we shouldn’t have stayed away. We should have talked and tried to find some compromise. I refused to let this fight foster more bad communication and confusion between Seth and me. I wouldn’t let it take away from the time we could have together. I had to fix things. Resolved, I grabbed my coat and purse and headed out the door after him. I half-walked, half-jogged down to the bookstore, where he’d left his car, but it was gone. I’d missed him. I stared at the empty parking lot for a few moments and then went inside. I’d finally bought Carter’s stupid Secret Santa present and had left it in my office earlier. But when I went back inside and stuffed the gift in my purse, I found I didn’t have the will to head back out. Instead, I sank into my chair and buried my face in my hands. How had things gotten so muddled with Seth and me? Had the shooting really given him such a new perspective on life? Would this have happened anyway? Yasmine’s signature suddenly filled the room, and I looked up just in time to see her and Vincent materialize in front of me. Immediately, Seth left my mind. â€Å"Hey, Georgina,† Vincent said. â€Å"I got your mess – â€Å" â€Å"I know about Nyx,† I blurted out. Astonished silence hung in the air. I couldn’t say for sure with nephilim, but I knew angels were rarely caught by surprise. Yasmine clearly had been. And, being an angel, she didn’t try to deny anything about Nyx. She simply asked, â€Å"How?† â€Å"Because she’s using me to do her dirty work.† Their looks of amazement grew. â€Å"Only†¦I’m not exactly sure how she’s doing it.† The two of them glanced at each other, then back at me. â€Å"Start from the beginning,† said Yasmine. â€Å"That’s usually the way to go.† And I did, first telling them about the dreams and the energy loss. After that, it was on to my weird knowledge of tragic events and the residual feelings of Nyx’s activities. Finally, I explained how Erik and Dante had pieced it all together, linking what was happening to me with all of those unfortunate news stories. Yasmine sat down in a folding chair, tipping her head back as she thought. It was kind of like what Vincent had done in the hospital while ruminating. I wondered if it was one of those unconscious gestures couples sometimes picked up from each other. â€Å"Hmm†¦brilliant. That’s how she’s doing it without us finding her.† â€Å"I never would have even thought of that,† agreed Vincent, pacing. â€Å"Which, of course, is the point.† â€Å"You know what she’s doing to me, then?† I asked eagerly. The not-knowing was killing me. â€Å"Yep,† said Yasmine. â€Å"But let’s get the others first.† â€Å"The other – â€Å" The question faded from my lips as three figures materialized in the room: Carter, Joel, and Whitney. Angelic auras crackled around me. I couldn’t help a little envy. It might take me days to hunt down higher immortals, but Yasmine could do it with a thought. Carter smiled when he saw me. Joel looked outraged. Whitney looked confused. â€Å"What’s going on?† Joel demanded. He seemed as angry as the last time I’d seen him. It was a good thing he was immortal, or he probably would have died from high blood pressure ages ago. â€Å"Why have you brought us to this†¦this†¦place.† You would have thought he stood in an opium brothel, as opposed to a tiny office with badly painted walls. Yasmine leaned forward in the chair, hands clasped under her chin and elbows on her knees. Her dark eyes sparkled with excitement. â€Å"We’ve got her. We found her – or rather, Georgina found her.† Joel and Whitney appeared flabbergasted. Carter didn’t. From the look on his face, I felt like he’d been expecting it. â€Å"I can’t believe it took you this long to figure it out,† he joked. Whitney was not amused. â€Å"Explain this.† Yasmine did, and when she was finished, the others were as impressed as she and Vincent had been earlier. Even Joel looked a little less pissed off. â€Å"Ingenuous,† he murmured. â€Å"Every time she escapes, she always thinks up a new way to elude us.† I looked from face to face. My emotions were raw after the blowout with Seth, and I was really low on patience at the moment. â€Å"Will someone finally tell me how I fit into this?† Carter walked over to me. He wore a beat-up blue flannel shirt and a Mariners baseball cap that looked like it had been put through a wood chipper. He was still smiling. â€Å"You must know by now that Vincent’s a psychic. He’s attuned to our world and in some ways has a higher sensitivity to supernatural activity than some of us do. It happens with humans sometimes.† It was true. Angels weren’t omnipotent and didn’t possess all gifts. I nodded along, not letting on that I knew Vincent was actually a psychic nephilim. â€Å"Normally, he’d be able to find her trail pretty quickly. When she runs amuck feeding off mortal chaos, there’s a kind of, I don’t know†¦magical residue left where she’s been. The energy she steals only sustains her; it isn’t actually enough to obscure her. Someone like Vincent can†¦Ã¢â‚¬  Vincent helped him out. â€Å"†¦sniff her out. I’m a paranormal hound.† Yasmine snickered. â€Å"He hasn’t sensed anything so far,† Carter continued, â€Å"which is why we were having to do more mundane searches, like looking for telltale patterns in the news. You read "Succubus Dreams CHAPTER 21" in category "Essay examples"† â€Å"So†¦she was hiding her trail.† I shrugged. â€Å"How do I fit in?† â€Å"She was using you to hide it. In a couple different ways. Kind of a fail-safe, really. In taking energy from you and human victims, she was able to double her stash. It made it easier to hide from us. When her power dipped, I think she was actually†¦hiding in you.† â€Å"Ew.† I suddenly felt violated. â€Å"How is that possible? Is she†¦is she there now?† I glanced down at my lower body, as though I might actually see something. He peered at me. â€Å"No, I don’t think so. She’s probably got enough energy to run loose for a while. As for how she does it†¦well, life and energy move in and out of you, and at some level, she’s both of those things. You’re a conduit for those forces.† â€Å"I wish people would stop calling me that. It makes me feel like a machine.† â€Å"Hardly. The merging she does with you is how you occasionally get a sense for what she’s been doing. Some of the details of her mischief leak into you, though she goes to great pains to hide it – and herself.† â€Å"How?† â€Å"The dreams,† said Vincent. â€Å"She’s distracting you with them. Happy, consuming dreams that you’re starting to obsess on. Your subconscious is so enmeshed in them at night that you don’t notice her leaching the energy while you sleep.† I leaned back in my chair, dumbfounded. I’d dealt with a lot of weird shit in my life – an exceptional amount of it occurring in the last few months, actually – but this was shooting to the top of the list. My skin crawled, and I had the surreal sense that my body was no longer my own. I was also kind of bothered by the fact that my dreams had been red herrings, meant to throw me off the path of what was going on. They were so sweet†¦so powerful. I treasured them, yet it seemed they were nothing but lies. Illusions created by a monster to hide her parasitic control of me. That knowledge cheapened the beauty of what I’d seen. I loved the little girl. I wanted to believe in her. I wanted her to be real. â€Å"Well,† said Joel brusquely, narrowed eyes fixed on me. â€Å"We’ve got to use the succubus to lure Nyx out.† He gestured to me. â€Å"Go. Go out and seduce some poor soul, so Nyx’ll come back.† I flinched. Yasmine glared at him. â€Å"Can’t you see she’s upset? Show some compassion.† â€Å"Denizens of evil deserve none,† he muttered. Across the room, Whitney stood by the door. She’d spoken little, so her voice startled me. â€Å"All creatures deserve compassion.† I looked up and met her eyes. They were dark and bottomless, filled with power and emotion. I had the sensation of falling into that blackness, much like I experienced with Carter sometimes. I decided I didn’t like hanging out with angels. They did a lot of soul searching – and usually it involved mine. More awkward silence fell. â€Å"Okay, okay,† I said. â€Å"We don’t all have to spill our feelings and hold hands here. Tell me what you need me to do.† â€Å"You’re going to be bait, Georgina,† said Carter. â€Å"I’m always bait,† I grumbled. â€Å"Why is that? Why do these things keep happening to me?† Not too long ago, I’d had to play bait for a date-raping demigod. I hadn’t been any happier then than I was now. I expected a joke, but Carter’s response was serious. â€Å"Because you’re one of those unique individuals whom powers in the universe tend to gather around.† That was worse than being a conduit. I didn’t want any of those things. I didn’t want to be a target. I wanted my quiet life back where I worked in a bookstore and had a blissful, perfect relationship with my boyfriend. Okay, I’d never had such a relationship yet, but a girl can dream. Dream. Bad choice of words. â€Å"Unfortunately,† said Yasmine delicately, â€Å"Joel is right to a certain extent. We do need you to, um, replenish your energy in order to lure Nyx out.† Joel grimaced. I sighed. â€Å"I know this is important†¦I don’t want her to hurt anyone else, but well, does it have to be tonight? Can we do it tomorrow? I just†¦I just don’t feel up to it.† Not after Seth. Not after any of this. I was so, so mentally exhausted. Sex sounded nauseating, energy or no. Joel clenched his fists. â€Å"Don’t feel up to it? This is no time for whims! Lives are at stake – â€Å" â€Å"Joel,† said Carter. It was one word, but it was hard and powerful. I’d never heard lax, sarcastic Carter speak in that sort of tone. He and Joel locked gazes. I couldn’t assess higher immortals’ power, but I knew Carter was pretty damned strong. Stronger than Jerome, even. â€Å"Leave her alone. Nyx only attacks when she steals more energy anyway. We should be okay for one night.† If I didn’t know better, I’d say Joel was afraid of Carter. Joel looked very much like he wanted to say a lot more, but he backed down. â€Å"Fine,† he said through gritted teeth. I shot Carter a relieved glance. With the way I felt tonight, I probably would have had about as much luck trying to seduce someone as Tawny. Thinking of the other succubus, I wondered if I should mention my suspicions about Tawny being drained by Nyx too. In the end, I decided against it. That whole situation was still circumstantial. I let it go. Yasmine stood up and laid a hand on my shoulder. â€Å"Rest up. You look terrible. You need to be ready for tomorrow.† â€Å"Yikes. I can look like anything I want. When someone tells me I look terrible, it’s pretty serious.† She smiled. â€Å"It’s more than physical.† She vanished. Whitney and Joel did the same a few moments later. Only Carter remained with Vincent and me. â€Å"It’s going to be okay,† Carter told me. â€Å"I don’t know. There’s a crazy chaos-eating monster flitting in and out of me,† I said. â€Å"You’re going to try to frisk her out. Seems like there’s a high likelihood things might end up pretty not okay.† â€Å"Ye of little faith.† He too disappeared. Vincent and I stood there for several moments. Finally, I sighed once more. â€Å"Fucking angels.† He touched my shoulder. â€Å"Let’s go back home.† We ventured back into the cold and walked to my apartment, saying little. Vincent look tired and thoughtful, no doubt from all the Nyx stuff. As we approached my apartment, however, his expression began to change. At first, he simply looked puzzled. Then he grew surprised, then startled, then horrified, and finally, disgusted. We stopped on the building’s steps. â€Å"What’s wrong?† I asked. He pointed upward. â€Å"There’s something†¦evil in there.† â€Å"Like†¦my apartment? Because, you know, I’m technically evil†¦Ã¢â‚¬  Vincent shook his head. â€Å"No, no. It’s a different kind of evil. You’re evil by nature – no offense. This is something different. A created evil. It’s black and wrong. Unnatural. You know of anyone else who lives in the building that plays for your side?† â€Å"No. Just me.† He grimaced. â€Å"Well, let’s go in then and see where it’s coming from. Ugh. To my senses, it’s like†¦rotting garbage.† We went inside, and it didn’t take him long to figure out where this different evil was coming from. My own apartment. â€Å"Told you I was the only evil thing in here,† I joked. But I was a little uneasy at his reaction. Vincent didn’t respond and simply pushed past me, searching in a way that brought the earlier hound reference to mind. He disappeared into my bedroom and reemerged with Dante’s arts and crafts project. â€Å"This,† declared Vincent, holding it at arm’s length. â€Å"That?† I asked, astonished. â€Å"That’s†¦nothing.† â€Å"Where did you get it?† â€Å"This guy I know made it. The one who was helping me. He’s, I don’t know†¦a pseudo psychic. Maybe a real psychic. Interprets dreams and claims to be a magician.† I stared at the wicker ball. â€Å"Are you saying he really is a magician?† â€Å"Oh, he’s something all right. This thing is so filthy, I can’t believe you can’t feel it. Well, I can believe it†¦I mean, it’s a different sort of magic than you’re attuned to, but Jesus. It makes me feel like I just†¦I don’t know, went swimming in a sewer.† â€Å"Well†¦I know he’s supposed to be, like, bad†¦he and another friend have said as much. But†¦I don’t know. I thought it was just hype.† â€Å"There’s bad and there’s bad,† Vincent said. â€Å"And this is bad. This thing’s a repellent, right? Did he give it to you to keep Nyx away?† â€Å"Yeah†¦but he wasn’t sure if it’d work†¦Ã¢â‚¬  â€Å"Oh, it’d work. It’d keep about anything away. To make something like this†¦man, Georgina. It’s incredible – the kind of power required. Very few humans are born with this kind of power. He certainly wasn’t. This is stolen power.† â€Å"Everyone steals power,† I noted dryly. â€Å"Me, Nyx†¦Ã¢â‚¬  Vincent’s eyes were hard. â€Å"You and she suck it from people. This was ripped out of someone. The way you’d rip someone’s heart out of their chest.† â€Å"So, what†¦Ã¢â‚¬  I stared. â€Å"Are you saying Dante killed someone to make this?† â€Å"To make this specifically? Perhaps. But someone would need to already possess great power – independent of what he might put in this – to even attempt making it. And to be someone with that kind of power in the first place, he had to have done something, at some point in his life, that was bad.† â€Å"Like†¦killing someone.† â€Å"More than that. A special killing – something sacrificial. You know the kind of power those can yield.† I did. I didn’t have a choice in the succubus soul-stealing thing, but I tried to keep my hands clean of other atrocities. Still, you couldn’t work for Hell and not know about the full range of evils out there and how to achieve them. â€Å"And,† continued Vincent, â€Å"you know that the greater the impact – the greater the meaning – of a sacrificial killing†¦Ã¢â‚¬  â€Å"Right. The greater the power.† Goosebumps rose on my neck as I started to see where Vincent was going with all this. â€Å"Whatever he did to get this kind of power wasn’t just some random, clean killing. It had meaning for him. And it was horrible. He would have had to turn on himself – give up part of his humanity – to get this kind of power.† I stared at the wicker ball. I couldn’t sense what Vincent could, but now I too was feeling disgusted and uneasy by its presence. And suddenly, Kayla’s repulsion suddenly didn’t seem so strange after all. I’d had the charm in my purse when I saw her. She’d said I was ‘bad’ because I was probably covered in the charm’s power. What had Dante done? What act could sarcastic, laconic Dante have done to achieve the kind of power both Vincent and Hugh had said would be needed to make this kind of charm? Whatever it was, it was the reason Erik hated him. I shivered. â€Å"Can you destroy it?† Vincent nodded. â€Å"You want me to?† A tiny part of me remembered that it had the ability to repel Nyx. But it wouldn’t make her disappear, and we needed her to come back if we were going to stop her for good. Swallowing, I nodded. â€Å"Yeah, go ahead.† It took only a few seconds. Green light encased the wicker sphere, then Vincent’s hand was empty. I’d felt no change in power or anything, but the nephilim looked relieved. I exhaled. â€Å"Well. There’s nothing to stop her now, huh?† â€Å"Nope,† he said, rubbing his hands together. â€Å"Get ready.† How to cite Succubus Dreams CHAPTER 21, Essay examples

Analysis of Porter’s Proposition

Questions: 1. Porter (1985) suggests that there are two essential routes to achieving long term superior performance: to be the lowest cost producer, or to differentiate products/services in such a way as to offer consumers greater added value in comparison with competitors. Discuss and evaluate this contention, and the role of marketing in creating added value? 2. Kotler and Armstrong (2012, p. 267) describe brand equity as the differential effect that knowing the brand name has on customer response to the product and its marketing. With reference to a brand of your choice critically analyse the strategies that have been employed to create brand equity? Answers: 1. Analysis of Porters Proposition Introduction: Businesses aim at achieving higher level of profitability and also the sustained performance so that they can achieve long term growth. Long term sustainable growth has been the emphasis of majority of the businesses because they knows that success over the short term period is not important, rather long term business growth is essential. In pursuing long term business growth, they consider the adaptation of large number of business strategies. In this context, Porter (1985) suggests about the strategic implication to businesses in achieving long term superior performance and sustained growth. This can be achieved through either pursuing low cost strategy or it can be through differentiating the products and services from that of the competitors. The analysis is therefore focused towards analysing this contention by Porter, and it also assesses the role of marketing in adding value (Papp, 2001). Analysis of Porter (1985) Proposition of Achieving Long Term Sustainable Growth: An analysis of the proposition as made by Porter (1985) indicates that businesses can achieve long term sustainable growth by way of focusing towards either of the two strategic options as available to them. The long term sustainable growth according to him can be achieved by becoming the low cost producer, and this has been an important strategy available to businesses. The position of low cost producer can be achieved by businesses through putting efforts towards achieve efficiency in respect to all the major areas of their business operations. The benefit of becoming low cost producer is that it will allow businesses in meeting out the needs and expectations of their customers in a positive manner in an efficient manner. This will ensure better level of satisfaction to them, and ultimately improved profitability performance to the organisation. However, this low cost strategy is highly difficult to ac hieve because it requires extreme level of efficiency on the part of all the employees within organisation. They need to focus towards performing the organisations processes in a cost efficient manner. It is mainly the employees that are responsible in allowing organisations in achieving the position of low cost producer in a highly efficient way (Porter, 2008). In order to accomplish the position of low cost producer, it is essential that the businesses should perform the production process or their service delivery process in bulk so that they can achieve cost efficiency in their processes. Economies of scale is essential in pursuing this strategy of low cost products or services, and this can therefore be possible to the well established seller of products and services. There are various such examples of companies in different sectors that have considered the application of this strategy of low cost producers. In respect to airline industry, the companies such as Ryanair, Southwest Airline etc have successfully adopted this strategy of becoming the low cost provider of services. They have achieve sustained growth opportunities because they have occupied the top most position in the industry, and this is therefore likely to ensure them the attainment of higher level of sustainable long term growth. This low cost producer strategy is theref ore highly effective from the point of view of allowing businesses in making significant level of impact in their industry, and thereby in making sustainable long term growth opportunities for themselves (Armstrong, 2006). Apart from the strategy of low cost producer, Porter (1985) indicates that the alternative available to businesses is mainly the differentiation strategy. Businesses that do not look for pursuing the low cost strategy can consider the adaptation of differentiation strategy. This has also been an important strategy from the point of view of achieve long term sustainable growth by businesses. This differentiation strategy as suggested by Porter (1985) implies that it is concerned with making significant level of differences in the products and services as offered by businesses. This differentiating factor is likely to ensure businesses in achieving competitive position to them in front of their competitors. The resulting impact is the better possibility to them in sustaining long term growth and development. As for instance, there are various such examples of companies that have pursued this strategy of differentiation and this has resulted into not only the attainment of competitive l evel of advantage to them, but it also ensured them long term sustenance of higher growth in their business. The example of such companies includes Apple Corporation which has been a US based electronic product manufacturing company. The company has differentiated itself from that of its competitors by way of integrating innovation in its business processes which allows it in delivering highly innovative products and services to their customers and they are significantly different which cannot be imitated by others. This differentiating factor has brought significant level of growth and development to Apple, and it has achieved the leading position in the industry (Kotler and Keller 2008). Role of Marketing in Creating Added Value: Marketing has been an important activity that is required to be carried out by businesses. This activity involves creating adequate level of awareness within the target audience concerning the products and services as offered by businesses so that they can be positively persuaded to buy the offerings as made by the company. Role of marketing is therefore crucial and this is mainly because it is the way through which larger targeted audience can be attracted towards the products and services as offered by business. As a result, it is highly essential that businesses should focus towards performing this practice with higher efforts and contribution so that it accounts for the addition of value to them in their business processes (Ungson and Wong, 2008). Conclusion The analysis of the proposition by Porter (1985) indicated that businesses can positively accomplish longer term success in their business performance by way of either considering the low cost producer strategy or they can look at differentiating their products and services offerings so that their consumers are provided with something extra which can become a source of competitive advantage to it in sustaining long term growth and success. The role of marketing is also identified as significant in creating value for the organisation. 2. Creating Brand Equity Introduction: Brand equity is an important concept that indicates about the value of having well known brand. There are various kinds of products and services available in the market, and at the same time, there are various providers of those goods and services creating adequate level of substitution effect to the buyers. Amidst such market comprising of large number of brands, it is highly essential that the good brands should aim at distinguishing themselves from that of others in order to better serve their customers. The concept of brand equity is applicable in this type of situations whereby various types of brands are available in the market which makes it difficult to the customers in selecting any one of them (Kotler and Armstrong 2008). This section of analysis is therefore aimed at analysing the concept and role of brand equity, and also evaluates a brand that has created brand equity through adapting a range of strategies for the same. The brand as selected for analysis is Apple Corporation. Brand Equity and its Importance: Brand equity as identified above is an important concept that describes the value of being a well known brand name. Businesses aim at establishing themselves as the well established brand so that they can create differentiation within their customers and easily identify their target customers. As indicated by Kotler and Armstrong (2012, p. 267), brand equity is the differential effect that knowing the brand name has on customer response to the product and its marketing. This signifies that there can be differential effect that could be created through building brand equity whereby businesses can target their customers easily through establishing themselves as the well reputed brand. With respect to the importance of building a brand, it is highly essential that businesses should focus themselves as creating a well known brand because there are wide availability of brands in the market and in order to achieve sustainable growth and development, it is h ighly essential that businesses should establish themselves as the most reputed brand. As it is highly important to establish oneself as the best reputed brand, an analysis indicates that it is extremely difficult to establish oneself as the reputed brand because of the existence of large number of challenges and difficulties in the process (Kotler, 2012). Strategies used by Apple in Establishing Brand Equity: An analysis of the case of Apple Corporation indicates that the company has been highly successful in establishing itself as the most reputed brand. This is evident from the fact that Apple has occupied the leading position in the industry, and its customers are always ready in paying premium prices for the electronic products and services offered by the company. This development of brand equity is ensured at Apple through the highly focused strategy of the company which has been to focus only towards the quality factor, and at the same time, aiming to achieve innovation in its processes as carried out within the organisation. The core focus of the company towards quality and innovation has been the most significant factor that has contributed towards the development of good brand equity in case of Apple. The smart phones as offered by Apple in the name of iPhones have been able to revolutionise the market and this is all because of the brand equity as developed by the company over the years (Griffin, 2007). An analysis of the case of Apple indicates that the core products and services as offered by the company are easily distinguished within its customers. The customers of the company can easily identify the offering as made by Apple over the other products as available in the market. Its customers see its product as that of the premium quality products, and they are always ready to pay premium prices for them. This has been the powerful impact of the brand as developed by Apple and all this is because of the ability of the company to provide innovative products on continuous basis. The company has been able to manage a differentiating image of offering premium class electronic gadgets to its customers, and this is turn has resulted into separate identification of customers for its products. Apart from this, an analysis of Apple strategy in creating brand equity is also evident from the management and leadership style that has been followed across the organisation (Griffin, 2008). The previous CEO of Apple i.e. Steve Jobs was highly innovative and it is his innovative determination that has allowed Apple in creating itself as a separate brand. The strategy that has positively supported the development of a premium factor in respect to Apple brand is also the pricing factor. The pricing strategy of Apple has been highly significant which has positively contributed towards establishing itself as the most reputed brand in the industry. Customers of Apples products are always ready to pay premium prices for the products and services of the company, and this has been the most significant factor which identifies that Apple has been successful in creating a brand equity that allows its customers in differentiating its offerings from that of its competitors. Thus, the strategy of Apple is identified as highly significant from the point of view of creating positive level of brand equity by the company. This strategy has been significant in allowing Apple in differentia ting itself from that of its competitors (Chernev 2009). Conclusion A critical analysis of brand equity strategy has been carried out in the context of Apple Corporation and the performance of analysis indicated that there has been significant level of strategies being considered by the company in creating itself as the most reputed brand. The continuous level of focus of the company towards achieving innovation in the activities it carries out has enabled the company in becoming the most premium provider of quality electronic products to its customers. Apart from this, the strategy of charging higher prices has also accompanied the companys desire of creating premium brand in a positive manner. References Armstrong, M. (2006). A handbook of management techniques: a comprehensive guide to achieving managerial excellence and improved decision making. (3rd ed.), Kogan Page Publishers. 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