Branding Essay Example | Topics and Well Written Essays - 1250 words

Branding - Essay Example The TBI magazine is sold by the vendors who are homeless in UK (Big Issue, 2013d). Brand Audit A brand audit is conducted to examine the current strategic position of the company, identify the areas which are of additional value and suggest recommendations to improve the brand image of the company. A brand audit is conducted periodically by the management of the company to assess the market position of the company and that of its competitors. The study will conduct a brand audit of the TBI magazine to understand its current market position and suggest ways to strengthen its brand image further. Brand Score Card Firstly, The Brand Score Card would be conducted to measure the performance of TBI. The four major dimensions of the scorecard would be functional performance, convenience of access of the products, brand personality and pricing of the product (Pfoertsch and Kotler, 2006). Functional Performance TBI is the only street entertainment magazine in UK; it provides employment opport unities, financial assistance and housing facilities to the homeless people of UK. Apart from being a magazine seller, TBI also acts a charitable organization accepting donations from individual for providing facilities for the homeless people. Currently, the TBI magazine provides employment opportunities to more than 2000 homeless people of UK. ... TBI is solely dependent on charitable donations made by individuals, other charitable organizations, corporations, government etc. Since, the operations of TBI are solely based on the donations the company does not have the opportunity to expand its activities further. Being a social organization TBI does not lay special emphasis on the logo, brand ambassador, packaging and promotional activities. The organization is supported extensively by various other charitable organizations, government etc for funding purposes. For example GISDA has decided to collaborate with TBI to help the homeless people especially aged between 16 to 25 years old (Big Issue, 2013a). Pricing Value Component The magazine is bought at a price of 75 pence by the vendors and sold for ?1.50 making a profit of 50 percent per issue. It is one of the least expensive entertainment magazines of UK (O2, 2010). The minimum value of donating money to TBI is ?10 which is deducted through SMS facility of the donor. Quantit ative &Qualitative Brand Elements Profitability TBI is a social enterprise which aims at providing monetary and non monetary benefits to the homeless people of UK and the main objective of the organization is not to yield profits. The organization runs most of its operation through donations. As per the annual report of TBI in the year 2012 the organization received voluntary donations and statutory grants of ?1273475 (Big Issue, 2013b). The organization incurred an expenditure of ?112008; the received donation was spent providing financial, housing, legal and health benefits to the homeless people (Big Issue, 2013b). A certain proportion of the money is spent on the up gradation of the

Why do people need self esteem Essay Example | Topics and Well Written Essays - 1500 words

Why do people need self esteem - Essay Example The significance and rationale for having self esteem can be well imagined by these words, â€Å"People with high self esteem know more about themselves.† (Campbell, 1990) Many would agree that positive attitudes about ourselves, our capabilities and accomplishments ideally should arise from our own evaluation of ourselves. Approval, applause and praise from others are enjoyable and it can certainly feel good to be on the receiving end of it, but the appraisal of us by others should not determine our sense of self-worth. individuals sometimes get in a bind trying to feel good about ourselves yet not wanting to come off appearing too conceited to others. It is the very act of needing to take into account how individuals lose genuine self-esteem. Instead, allow yourself to be your own judge of who you are. individuals cannot control how others feel but individuals can control how individuals feel about ourselves. Self-esteem means you can continue to consider yourself as an OK p erson despite being less than perfect. As narrated by DuBois in his article, â€Å"A high level of overall self esteem is generally facilitative of health and well being, but that these benefits can be obscured when maladaptive strategies are relied on to acquire and sustain positive self evaluations.† ... In social acceptability, self esteem is highly valued. Most of success and failures are bound with the interrelationship of our personality and self esteem level it carries. â€Å"We manage our existential terror by creating and putting our faith into a cultural worldview, and through the self-esteem that comes from living up to the standards of this worldview (Pyszczynski, et. al. 2004)†. Besides this, self esteem also has certain connections with level of anxiety and worry faced by an individual. â€Å"People need self-esteem to buffer the anxiety and avoid being paralyzed by it, so they can move forward toward their important goals. To get self-esteem, people must believe in a cultural worldview that specifies standards for what makes a person valuable, and they must believe they satisfy those standards.† (Crocker & Nuer, 2004) Existential terror shatters the personality and psychology of the sufferers badly and adversely. â€Å"The dual components of cultural world view and self-esteem mitigate the effects of existential terror, and that reminders of one’s mortality lead to the need for these psychological structures. This is known as the mortality salience hypothesis† (Pyszczynski et al., 2004) Why Self Esteem necessary for Student? Students make a large portion of population. They remain anxious and ambitious about their performance, competence and results in the examination. This creates a lot of worry and wonder for them. But, if self esteem is at high level, a student may feel relieved. They can achieve the highest goal with their high self esteem. â€Å"Pursuing self-esteem is an effective solution to the problem of anxiety, that it helps people achieve their important