Religion & Economic Development Essay

New World provinces situated on the American Continent changed in their financial open doors which set up the premise of what the state would get generally. Every locale contrasted in the progression of their frontier framework, in view of upon on the country that wished to colonize it. English provinces in upper Northeast New England and Spanish settlements in the Southwest districts had singular accentuations both strictly and financially. Puritans from England were looking for asylum, opportunity of religion, and monetary open door wanting to set up since quite a while ago established repayments. Notwithstanding, Conquistadors in the Southwest had eyes glimmering with their journey for â€Å"God, gold, and glory† and tried to delicately impact the land. In this way, these locales were driven separate bearings, forming their own strict positions and monetary turns of events. Surely the most distinctive impetus for colonization in the two districts was religion. English Puritans cruised to North America’s Atlantic Coast with motivations towards getting away from strict oppressions, while the Spanish showed up to change over the indigenous people groups to Catholicism. During the â€Å"Great Migration† of the 1630s, close to twenty thousand Puritans came to Massachusetts escaping the propensities of the Anglican Church, and the regular abuse against them. John Winthrop, the main legislative leader of the Massachusetts Bay Colony, guided the Puritans to have confidence in the possibility of the â€Å"city upon a hill†, a rule of a vainglorious network for the remainder of the world. Their authoritative goal was to secure their convictions, doing as such by shaping a general public on the ideas of the Calvinists religion. A select gathering, the Elect, would’ve needed to affirm a strict change understanding to cast a ballot. Before long, it got clear to priests that there was a fast decrease in the measure of transformations which fundamentally influenced the measure of chapel individuals. As a goals in 1662, the Half-Way Covenant was conceived to recognize an incomplete participation into the congregation to the individuals who couldn't vouch for the strict experience however were good citizenry. In time, the â€Å"elect† and different citizenry had scarcely any divergence between them. In actuality, the Spanish settlements in the Southwest were centered essentially around changing over the local people groups to Catholicism and seizing the land’s material, particularly valuable metals. Upon their appearance to the district, the Conquistadores were upset by the solid resistance from the indigenous individuals, for example, the Aztecs, Mayas, and Incas. Vulnerable to the fatal little pox and measles, kindness of the Old World, quantities of the locals dwindled significantly. When an iron clench hand of control was balanced out, the Roman Catholic crucial turned into a focal organization in the couple of settlements that had emerged. Then again, the Missionaries’ impediments on the local strict practices just as the merciless endeavors to Christianize them prompted the quick uprising of the Popes Rebellion or the Pueblo Revolt in 1680. Pueblo rebels extirpated Catholic Churches in the area, murdered many ministers and Spanish pioneers, which, thus, lead to the inevitable loss of Spanish control of the Southwest district for quite a long while. Not exclusively did New England settlements in the Northeast and Spanish states in the Southwest change strictly, they contrasted financially too. Principally, New England’s Puritans base of consideration on the agrarian economy at the same time the Spanish Conquistadors objective was to achieve material riches, for example, fine metals. Going before the French and Indian War, the arrangement of Salutary Neglect was polished by the British Government with the expectations of keeping the pioneers content just as away from making a partnership with France. Permitting the settlements to create without impediments from over the Atlantic fortified their monetary base. Because of the rough soil that needs sustenance, New England in the late seventeenth century depended significantly on an assembling economy, contradicted to agrarian. The English thrived in the wood, angling, and shipbuilding ventures. For quite a while, America had the option to exchange unlawfully with different nations growing financial turn of events, making it conceivable to contend on the planet showcase. Be that as it may, Spanish Conquistadores had a fortress on the financial advancements in the Southwest. Following the mercantilism hypothesis, Spain focused more on abusing the common assets at that point to set up changeless settlements, postponing monetary development. That, however the Hacienda structure input the class framework which made the Native Americans slaves. After a short time, the Spanish esteem and riches declined causing significant gaps in the provinces economies in the Southwest. In this manner, the English provinces in the Northeast and Spanish settlements in the Southwest fluctuated strictly and financially. As a matter of fact, individuals from every locale commonly attempted to change over the local individuals who flourished before them regardless of whether it was through unique techniques. Their motivations for cruising to the New World were the key distinction. English Puritans came to build up closely knit networks liberated from the strict issues in England. For the Spanish, their objective was to loaded their hands in riches and spread Catholicism over the land.

Americas Fallen PastimeHow Baseball Players Have Damaged a National Institution essays

Americas Fallen PastimeHow Baseball Players Have Damaged a National Institution papers How Baseball Players Have Damaged a National Institution Baseball fans are anything but difficult to please. Give them a warm summer day, a virus drink, and their preferred group in the main part of the flag race and they feel like lords. Watch them re-think the administrator as he pulls the groups expert pitcher for the youthful fireballer. Hear them out cheer as he strikes out the adversaries slugger with the bases stacked, making sure about the success. Watch them do it once more the following day. Who is the best player ever? Ty Cobb? Darling Ruth? Ted Williams? Mickey Mantle? Ken Griffey Jr.? Should the assigned hitter be nullified? Ought to Pete Rose be in the Hall of Fame? Approach them for their preferred baseball snapshot of the past and plan to have your ear talked off. More established fans may pick Bobby Thompsons Shot Heard Round the World, which caught the 1951 National League flag for the New York Giants over the Brooklyn Dodgers, or Willie Mays over-the-shoulder, back-to-the-plate catch to burglarize Clevelands Vic Wertz of an extra-fair hit in the 1954 World Series. To some degree more youthful fans may take Carlton Fisks berserk waving as his match dominating homer in Game 6 of the 1975 World Series thumped off of Fenway Parks left field foul post or the strength of Johnny Bench, Joe Morgan, Tony Perez and the remainder of the Big Red Machine during the mid-1970s. The most youthful may call up Baltimore shortstop Cal Ripken Jrs triumph lap around Camden Yards subsequent to overshadowing Lou Gehrigs apparently unbreakable back to back games streak or the fervor of St. Louis Mark McGwire and the Chicago Cubs Sammy Sosa as they steadily sought after Roger Maris single season grand slam record. Take baseball at its easiest, its idealist, and it very well may be practically strict. Baseball fans just request one thing consequently. As Braves fan William Correa argues, I know baseball ha... <!

Some Good Friends Essay Samples

Some Good Friends Essay Samples'Good Friends' is an essay written by Mya Carlet. It was also called the 'Old Man and the Sea'. The essay has been published online but the original has not been found yet. If you want to study this essay, here are some resources that you can use:As for those who do not know what this essay is all about, it is a collection of short essay samples. These are the ones that are similar to the sample written by Mya Carlet.All the samples are written in a free-style and have a couple of different goals and purposes. One goal is to make a short paper which can be short enough to make the required grade level and its purpose is to make a long essay which can be long enough to talk about a large topic. Because the essays are written in this free-form, they can be studied to understand what makes these essays unique.In the free essay format, there are certain things that are common to all the samples. The main goal of each sample is to make a long essay that will make its readers think that they should read the essay. The essay samples will always try to make their readers think that the essay is difficult to read but it should be made simple and easy to understand.First, the essays will also be in the fourth person. This is because the essay writing is part of the language used in speaking. The author should feel comfortable to write in this manner to give the essay the proper feel. It is important that the essay writer can change between first and third person pronoun, so as to be able to narrate his or her own experiences.Another common thing in the essay samples is the ending of the essay. The ending must be short and clear so that the readers can have a detailed picture in their mind as to why the conclusion was reached.One thing that the sample writers have in common is that they know how to set the tone. To be able to do this, they need to think about the mood of the reader. The tone that the author wants to create with the reader mu st be achieved by using the sentence structure, the word choice, and the structure of the essay.As for the sample essays that Mya Carlet wrote, she does not think that they were good friends. She says that she felt that they were neighbors and that she wanted to build her friendship on a foundation that was built with good friendship.

Water Pollution Essay

Water pollution essay is the type of the student’s reflection on the narrow environment problems of the contemporaneity, which possess both the informative and the motivational values. The former aspect is supposed to raise the targeted audience’s knowledge on the actuality of a certain ecological problem in the particular district, city, or country. In its turn, the latter is thought to be more practical in its character as it includes the invitation to some action(s) that may improve the current state of affairs for the better. Altogether, the water pollution essay below is the example of the average student’s paper on the matter of the causes, effects, and solutions of the ecological disaster. There is no denying that the water pollution is the ever raising ecological problem of today, which has already achieved the global scope of spreading. Meanwhile, the core reason for this phenomenon might be the low awareness of the general public about the severity of the water contamination and, what is more important, the existing and forthcoming consequences of this ecological phenomenon. In this light, the access to this data may serve the powerful driving force, which can motivate the majority to change their attitude to the more environmentally-friendly one. Among the plenty of the reasons of the water pollution, one of the major ones is sewage that frequently violates the appropriate sanitation measures and, consequently, spreads the serious viruses to the environment. Moreover, another crucial factor that is responsible for the water deterioration is the waste water, which comes from the industrial sector, and pollutes the rivers as well as kills their inhabitants. In addition, the toxic waste from the water transport together with the oil pollution also deplete the amount of the drinking water and the one that can be used for the household purposes. Accounting for the above-mentioned causes of the water pollution, it is quite easy to access the implications of sticking to the same mode of using the natural resources with their simultaneous contamination. The first derogatory consequence in this list is the depletion of the safe drinking water, which entails the increase of the humans’ illnesses and even mortality. The second negative result is the pollution of the rivers, seas, and oceans, which gives rise to the destruction of the marine environment. Finally, one more considerable effect of the water pollution is the disruption of the food channels, which leads to the species extinction and puts the danger to the further existence of the life forms on the Earth. Taken together, it becomes clear that the majority of the ills, which have found their representation in the present-day situation with water, derives from the unreasonable and careless human activity. Regarding this, it is the people who are entitled to cease the aggravation of this disaster by the collaborative efforts. For instance, this high aim may be achieved by the organization of the education campaigns on this matter, the enactment of the strict regulations and laws or the implementation of the â€Å"polluter pays† principle. Besides, there are also the individual actions one may take to help, such as the daily rational economy of water, the refusal from the chemical and rubbish flushing, and the transfer to the environmentally safe cleaning liquids. In the view of all that has been stated so far, it comes that whatever the solution one may take, the most important thing is to take care of the environmental sustainability rather than the personal profit. Likewise, the correct motivation is the prerequisite of the adequate decision-making as well as the genuine desire to make efforts on the contribution to the anti-pollution fight. References Begum, L. (2015). Water pollution: Causes, treatments and solutions. US: Library of Congress. Goel, P. K. (2006). Water pollution: Causes, effects and control. US: New Age International. Halder, J. N., Islam, M. N. (2015). Water pollution and its impact on the human health. Journal of Environment and Human 2(1): 36-46. Viessman, W. Jr., Hammer, M. J., Perez, E. M., Chadik, P. A. (2009). Water supply and pollution control. US: Person Education. Vigil, K. M. (2003). Clean water: An introduction to water quality and water pollution control. US: Oregon State University Press.

Ronald Reagans Role in Ending the Cold War Essay

In the minds of many Americans Ronald Reagan is the president that ended the Cold War, but is this view accurate? They claim Reagans unprecedented military spending forced the Soviets to crumble. However, many critics of the presidents outspending theory claim that the Russian economy would have imploded without such spending, and a military buildup of that kind did nothing but delay peace. Although, Reagans willingness to negotiate was a clear factor in ending the Cold War, his aggressive arms race may have done more to forestall peace than abet it. The ascendance of Mikhail Gorbachev to power, the stagnating economy of Russia, and the personal friendship forged between Gorbachev and Reagan were the clear factors that contributed to†¦show more content†¦What would happen if the cash stopped flowing to the defense industry giants? Well, we will never know because since the Reagan Era, the United States government has never stopped pouring billions into the defense industry, and today spends almost a quarter of its annual budget on defense. On the other hand, Reagan supporters will contend that this sent a message to the Soviets that they would be hard-pressed to compete and that it had a psychological impact on the Russians, but it was still not the most effective means of collapsing the Soviet Empire. Reagans infamous aggressive, but to-the-point rhetoric was both a positive and a negative in bringing about the demise of the Soviet Union. Combined with the massive arms race that Reagan had ignited (with the United States doing most of the racing), the presidents harsh words scared Russian leaders of an eminent attack. Constantly referring to the USSR as an evil empire, was somewhat counterproductive. But Reagans challenging rhetoric served mostly as a positive factor in ending the Cold War. 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Typography Typeface Design Free Essays

string(39) " typography developed at a rapid rate\." Design Is everywhere. It may be a bit of click, but It Is definitely true. We live In an age of mass consumption and mass communication, and everywhere we look we can find examples of design. We will write a custom essay sample on Typography Typeface Design or any similar topic only for you Order Now As an industrial design student l, naturally, tend to focus at product design, but there are of course many other design disciplines. However, there is one design discipline that I for some reason never perceived as design, until I was scribbling In my notepad one day. I was bored and drawing variations of the letter At first, it was just mindlessly doodling, but then I realized what I was actually doing. I wasn’t just drawing the letter, I was designing it. It may sound Like a trivial discovery, but for me It was a revelation that Immediately triggered my curiosity. The truth is: typeface design is everywhere, and because of this it easy to forget that typefaces are products of design too. Somebody designed the logo of your favorite soft drink brand, somebody designed the font that is displayed on the â€Å"emergency exit† sign, and somebody designed the very letters you are looking at right now. Even In product design typefaces and typography can play a major role. Once I started to take notice of the amount f typography around me, it became almost overwhelming, and I couldn’t help but starting to wonder. Who designed these typefaces and with what purpose? Where do they come from and how did they become such a big part of our everyday life? But above all, what can I as an industrial designer learn from studying this huge but for me uncharted design discipline? Typography In the middle of the desert HISTORY If we trace typography back to its roots, it is fair to say that it typography and typeface design emerged somewhere mid-1 5th century with the Introduction of movable type printing in always handwritten, but movable type printing allowed for new possibilities and systematic typography. Johannes Gutenberg designed the first typeface: Texture. The design was heavily influenced by the gothic style of the German area scribes. This style is called Gothic or Blacklisted. This new form of printing spread fast across Europe, and played a major role during the Renaissance. In Italy the German gothic style was replaced by the Venetian style, which was based on the instructional capitals on Roman buildings and monuments. These new typefaces were designed in a very structural way, and were very detailed and balanced. They soon became he main typeface for western civilization. The Italians also reintroduced the Roman concept of â€Å"minuscule†, or lowercase letters. The â€Å"minuscule† where kept in a case at low level easy access, while the capitals where kept in a case above that one. This is where the terms lowercase and uppercase come from, which are still used today. Eventually all these different elements melted together and these typefaces are referred to as Roman types. Late 15th century Italian printers realized that they could print text in a slanted way, so that the vertical space a word occupied could be minimized. This way they could print more ext on a page. This style is called Italics, and is named after its place of origin: Italy. So in the early 16th century there where three main type classifications of Western typography: Roman, Blacklisted and Italic. However, people started combining Roman and Italic type, and nowadays Italics are often only used for emphasis, quotes and names or titles. During the 17th and 18th century typefaces evolved further, and typeface designers were experimenting with different stroke-weights and serif styles. Serifs are the little strokes at the end of characters In the 19th century the industrial revolution kook place. The rise of advertisement demanded for large-scale typefaces that Egyptian, or Slab-serifs, and were recognizable by their thick block like serifs. Early in the 20th century a new movement within typography emerged: modern typography. Modern typography was part of the modernist movement, which was a movement that strove for a new, modern interpretation of art, architecture, literature, etc. Modern typography strove for an universal form of communication, and by this is meant that they did not want the typeface to interfere with the message in any way: typefaces should be neutral, and their arm should be dictated by its function. They wanted information to be displayed in a visually linear and ordered way. One of the most characteristic developments of modern typography is the popularization of the sans-serif typefaces. Sans- serifs (literally â€Å"without serifs†) appeared as early as 500 B. C. , but modernists looked at them with new interest. They were clean, simple typefaces, and they lent themselves perfectly for the â€Å"function over form†- ideology of modern typographers. Gothic Roman Slab-serif Sans-serif Some modernist movements started to experiment with the form and placements of rods as well. Especially Dadaism experimented a lot with typography and pushed it in another direction. The Dada movement was a movement that rebelled against the established art forms. They deliberately avoided all logic and order in their works, and it is fair to say that the Dada typography was the counterpart of modern typography. Dadaist typography is characterized by the many use of different typefaces and letter sizes. Words were printed in both horizontal and vertical directions, random letters were placed throughout the poster and punctuation was often illogical. For Dadaists the form of the ext was more important than the message itself. A great example of this is the poem â€Å"Boom Pauses† of the Belgium poet Paul van Stained. Movement during the early 20th century. They started experimenting with shape of letters, trying to abstract them and build them up from basic shapes like circles and squares. These types are called geometrical typefaces. They were heavily influenced by the Dutch art movement â€Å"De Still†. During WI, art forms where hindered in developing. Instead typography turned to propaganda posters for artistic outlet. Post WI typography developed at a rapid rate. You read "Typography Typeface Design" in category "Papers" After the war designers begin looking for a form of unification within design. This became the International, or Swiss style. It was characterized by the heavy use of sans-serifs, with a neutral and geometrical appearance. In the ass’s the psychedelic movement emerged, which preferred on flowery ornamented typefaces, and distorted texts to mimic the effect of drugs, and even later styles such as â€Å"Grunge-typography’ emerged. At the end of the 20th century computers started to appear in every household. With these computers came word processing software, and many default typefaces. It didn’t take long or people to start experimenting with text and typefaces, and soon everybody started making their own typography. Especially with the arrival of internet DID typography became increasingly popular, sometimes to the dissatisfaction of professional typographers. Think for instance of the controversy that surrounds Comic Sans. Nowadays, typography has become something that everybody does Looking at the background and history of typography we see that, although typeface design is a form of design, it is significantly influenced and used by different art movements throughout the years, which is a remarkable contrast. Design is a rational and orderly activity; designers structurally approach a design and follow certain rules when designing objects. In design it is often functionality that influences form. But in art, the form of an object is the aesthetic choice of the artist, and is not subordinate to functionality. Art does not follow a predetermined set of rules and the artist is free to experiment with form to his liking. In typography these two elements clash. On the typeface has a clear function: convey messages to the reader. But on the other hand the typographer is free to shape the letters in any way he desires. By doing so, the typeface itself can attain a certain â€Å"identity’, and convey a message that goes beyond Just the displayed text. The Dadaist where the first to really experiment with this, and this may be further explained by looking at some famous typefaces. ANATOMY OF A TYPEFACE Before we dive deeper into typefaces and start to analyze them, it is important to understand some of the terminology of typeface design. Characters consist out of many parts, more than I am going to describe here, but the following are the most important and defining for a typeface. Arts of the specific letter, but each letter has a tern, which is the main body of the letter. What the elements attached to stern are called differs per letter. Typefaces are generally divided in serifs and sans serifs. Serifs are recognizable by the little extra stroke at the ends of characters, called a Serif. The lines that make up a character are called strokes. Strokes can be modulated, which means they vary in thickness, or strokes can be modulated, which means they have the same thickness throughout the character. Well-designed typefaces are always designed within a structured grid. This grid consists out of multiple lines, in which the character is placed. The baseline is the line on which the characters â€Å"rest†. Parts of a character that extend below this line are called descendent, like for instance the bottom part of a â€Å"J†. So, as we can see, there are many different parts the typeface designer can use to give a typeface its identity. The height between the baseline and mainline is called the X-height. The Cap Height indicates the height from to baseline to the top of uppercase letters like H. Of most lowercase letters. Parts that extend above the mainline are called ascenders. He height from to baseline to the top of uppercase letters like H. A lot of letters have their own names for various IMPORTANT TYPEFACES THROUGHOUT HISTORY Now that we have acquired enough knowledge about typefaces and their history, let’s take a better look at some (in)famous typefaces throughout history. Guttenberg Bible Texture (1452) Texture was, as m entioned, the first ever typeface. Texture was designed after the gothic style of the German scribes of that time. The strokes are modulated, and the serifs are very sharp and calligraphic. This is a great example off time related design. Anything you will type in this text will look medieval. Aloud Manumits’ Roman (1495) A few decades later this typeface was designed in Italy. It defined the essential form of Roman types for the following three centuries. The characters have thick sterns and thinner â€Å"arms†, and very classical serifs. Because of their long existence, Roman typefaces tend to come across as a bit boring, and are often associated with formal and uninspired prints, like the â€Å"out of order†-sign you would hang on a bathroom door. Robert Grandson’s Civility (1557) This is one of the first typefaces that were designed from the ground up. It was made to look like calligraphy and show the qualities of quill riding, which was mimicked by using heavily modulated strokes and short ascenders and descendent. Note that the typeface is a sans-serif. The typeface expresses a sort of luxurious quality, while also displaying some old gothic features. This was the first slab serif font. It is characterized by its bold strokes and block-like serifs. It was popularized by the advertising industry, and it is not hard to see why. It is a typeface with a powerful look, and it’s great for â€Å"yelling† at your audience. Kidney Grottoes (Hans Hoffmann, 1898) An early sans-serif that became the benchmark for future sans-serifs. It lived on to become evilly used in publications of Bauhaus and Swiss-style. Its modulated strokes and rational design gave it a neutral appearance, which made it one of the fundamental types of modern typeface design. Future (Paul Renee, 1927) This was the first truly geometrical sans serif. Renee put a lot of effort in modeling the lowercase letters into a very exact looking, mono-line appearance. As a result the typeface looks tight, simple and modern. Helvetica (Max Midrange/Eduardo Hoffmann, 1957) Comic Sans (Vincent Concern, 1994) Maybe the most beloved typeface of all time. It is a modulated sans serif, designed to be impolitely neutral. During the ass’s, Helvetica became the face of corporate branding. Because of its neutrality, it is widely used in many different contexts: street name signs, subway signage, but also in graphic design. If you are walking in a city, you won’t have to look far before you spot a text printed in Helvetica. It is so popular that even a feature length documentary was made about it. Comic Sans might Just be the most hated typeface ever created. Especially designers have a beef against this playful typeface. It was originally designed to be implemented in Windows 95 as part of Microsoft Bob, an animated dog hat provided help to Windows 95 users. It was based on the way classical comic book lettering. However, the typeface was not finished in time introduction of home printers, people at home started to experiment more with typography, and when they first laid eyes upon the funny looking Comic sans, they Just couldn’t resist using it for their homemade wishing cards and flyers. As a result the typeface became insanely popular, and has stayed popular ever since. However, the truth is, it is not designed very well according the principles of typography, and especially since it is used so often in wrong contexts, typographers ant help but complain whenever they can. Entire essays have been written about the flaws of Comic Sans. New Alphabet (Wimp Cromwell, 1967) New alphabet is a geometric San serif, designed by Dutch graphic designer Wimp Cromwell as an experiment in 1967. It designed to deal with the limitations of early digital data displays. He wanted to adept his design to the technology, instead of adapting technologies to meet the design. Because the typeface consists of only vertical and horizontal strokes, some characters look a bit unconventional. With his experiment Cromwell sought the limitations of what we can perceive as readable. Comic Sans TYPEFACES IN CORPORATE BRANDING Heinlein (Heinlein) So we can conclude that different typefaces have different â€Å"identities. For many companies logos are very important. Often, an entire brand is created around a logo. Often these companies use certain typefaces as an additional tool of branding. By doing so, companies use the identities of a certain typeface to create or reinforce the identity of their brand. Here are some examples: Google (Actual BC) Backbone (Slovakia (Modified)) goes by the name Actual SQ. The Heinlein logo is developed especially for Heinlein. Note the â€Å"laughing† ex.’s as one of the rand’s hallmarks. TIME Magazine (TIME) Ferreira (Offer Ross) Who doesn’t recognize the clean white sans-serif on that blue background? Because of its thick Moline appearance, the Backbone logo looks fresh and modern. A very classy slab-serif that embodies Ferrier’s characteristics: power and style. TIME magazine’s logo consists out of four capitals. It looks like a classic Roman type but in a modern Jacket. The logo has something powerful, and makes you feel like that what you are about to read is very important. I have always been interested in graphic design and typography, which is one of the reasons I hose this sublet. It may be interesting to take a closer look at the my favorite typefaces and what they say about me. Next Light Gotcha Black Rockwell I Just love the no-nonsense factor of Gotcha. It is pretty powerful looking typeface, but also really simple and clean. This is the typeface I always use for titles and headers, but also for text that needs to pack some extra â€Å"punch†. My favorite slab-serif. It looks very solid, but the strokes are not too heavy. I especially like the way the serifs seem to be part of the stroke, and not Just added for esthetics purposes. Another simple typeface that I really love to use or smaller texts. It looks sleek and stylish, and really has a nice flow to it. This is a more elegant typeface. It the roundness of the characters give it a very friendly look. Code Light It may not look that impressive, but that is because it needs to be used with a pointiest (so letters need to be BIG). This typeface Just looks so incredibly light and has a high design-factor. There’s Just something about this type that says: â€Å"good taste†. When I look at the selection I made it tells me something I already knew: I love minimalism. I don’t want things to be as simple as possible; In design, but also in typography. However, thanks to all the knowledge I gained by writing this essay, I can go a bit deeper than that. For instance, I notice that I really prefer sans-serifs over serifs. These types are associated with modernism, and it might be worthwhile to investigate modernism some more. I have encountered this movement before, while searching for my vision and identity, and it is interesting to encounter it once again, although this time via my preferred typefaces. Now that we have seen the visual impact a typeface can have, it seems a logical conclusion that a typeface can be a powerful tool for a signer, if he wants it to be. Of course, typefaces can be chosen by Just picking one that looks about right, but they have much more potential than that. Not only can it be used to convey a certain message to the user, but designers can use typefaces as an expression of the identity of a product. It is interesting to see how typefaces have evolved over the past 500 years. From a medium to simply display information, to an art form which can hold the identity of an artist, or even an entire company, to a tool used by the masses to express their individualism. It begs the question if industrial design might follow a How to cite Typography Typeface Design, Papers

The Relationship of Brand Equity and Brand Extension Essay Example

The Relationship of Brand Equity and Brand Extension Essay Title The Relationship of Brand Equity and Brand Extension: Low Involvement products vs. High Involvement Products Background and Significance In the present, technology enhances modern goods production resulting producers can provide resemble products in physical aspects such as quality or packaging. These create no differentiate of products. Consequently, Product Brand as well as the customer’s perception is the significance that promotes product differentiates or product advantages. Marketing professionals and organizations focus with Brand and try to position their Brands into customer’s mind. That establishes the Brand Equity (Keller, 1998). â€Å" Brand equity is a set of assets (and liabilities) linked to a brand’s name and symbol that adds to (or subtracts from) the value provided by a product or service to a firm and/or that firm’s customers†(Aaker, 1996). Marketing Science Institute conducted the survey in fifty famous companies in the United States. As the survey, the main topic that was interesting to research is the Brand Equity. That means all successful organizations pay attention with the Brand Equity and prefer to support the budget for the well management of the existing Brand Equity. These organizations also realize that their brand equity eliminate the chance of using the price strategy. The price strategy may decrease the existing value of the brand equity. As the well management of brand equity, organizations attempt to gain the great marketing communication for creating their product differentiates. We will write a custom essay sample on The Relationship of Brand Equity and Brand Extension specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on The Relationship of Brand Equity and Brand Extension specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on The Relationship of Brand Equity and Brand Extension specifically for you FOR ONLY $16.38 $13.9/page Hire Writer Additionally, the other researched topic in their interest is the estimation of Brand Equity (Keller, 1998). Brand Equity is the significant issue in the consideration of all organizations because it creates the brand loyalty that motivates product perception, increases the repeated buying behavior and elevates sales of other products from the same brand including prohibits any mind changing to competitor’s brands. In the crisis economy, consumers normally choose products from the strongest brand for avoiding wrong decision making. The strong brand also generates the brand equity in consumer’s perception leading to the capability of higher price setting for instance, the preserved fruit can from â€Å"Malee† can set its price 20% higher than others but Male earns more market share than UFC preserved fruit cans. Male is the top of the preserved fruit cans in the current market because the Male brand gains the great consumer’s perception resulting to the willingness of consumer to pay more for the well-known brand even if the product itself has slight differentiate from others. The strong brand can provide large income to any organization. Besides the significance of brand equity, the strong brand can converse to be currency value. The value of this strong brand is estimated more than the real asset value in the company’s balance sheet. For instance, Interbrand and Citigroup in the USA arranged the companies value stated that Coca-Cola earned the highest market brand value as 80 billion dollars in 1999 (see in table 1. 1 below). Table 1. 1  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Top Ten Brand Value in the World |No. Brand |Market Brand Value | | | |(Billion Dollars) | |1 |Coca-Cola |83. 8 | |2. |Microsoft |56. 7 | |3. |IBM |43. 8 | |4. GE |33. 5 | |5. |Ford |32. 2 | |6. |Disney |32. 3 | |7 |Intel |30. 0 | |8. |McDonald’s |26. 2 | |9. |ATT |24. | |10. |Marlboro |21. 0 | Source:   Narong Jiwangkul (1998), Brand is really about the customer relationship. BrandAge Magazine, Dec 7: p. 69-70. The strong brand offers the benefits in the Brand Extension that le ad the companies spend fewer budgets than creating a new product brand, for instance Unilever employed the brand extension strategy from its existing successful brand. Lux SuperRich Shampoo of Unilever extended from Lux Soap. In addition, new products as well as Sunsilk Extra Mild Shampoo with Almond Milk for all hair types or Sunsilk Hair Oil Treatment for root treatment and Sunsilk Blackshine Shampoo for black hair extended from the Parent Sunsilk Brand that is the strong brand in the shampoo market. These advance the big advantage over the competitors in the budgeting of brand awareness. As the well-known product brand, the opportunity of success is higher because customers experienced in the product quality (Unilever-PG, High Competition from Skin to Hair, 1998). In the electronic market, the brand extension can see in Sony electronic products. Sony brand is strong in the electronic market with the strengths of the specific categories as audio and picture. Sony extended to cover the Digital Camera market that gained customer’s favors since a last few years. But Sony earned the same successful level of other existing strong brands in digital camera market such as Fuji, Kodak and Canon (Digital Camera War, 1998). As the strong brand of Sony and its continuing image creation in modern and endless technology development, brand extension of Sony is successful in digital camera market with no doubt. The success of brand extension depends on the Consumer Evaluation of Brand Extension. That consists of many components such as Brand Attribute Association, Attitude toward the Original Brand, Fit between the Original and Extension Product Class comprising with Complement Fit, Substitute Fit and Transfer from the parent brand including Perceived Difficulty of Making the Extension (Keller, 1993). Customers may evaluate between the existing parent brand and the brand extension, then leading to their buying decision. As the significance and benefits of brand equity in consumer’s mind mentioned above, the researcher is interested in the study of the different levels of involvement in products and their relationship with brand equity that may influence the components of the Consumer Evaluation of Brand Extension. Research Objectives 1. To study the levels of brand equity in customer’s mind of the researched product. 2. To research the differences of brand equity in customer’s mind between products with the different level of involvement. In order to find suitable approach to build, manage and maintain brand equity among each different product categories. . To study the relationship between brand equity in customer’s mind and the components of the consumer evaluation for the brand extension. Research Problems 1. How does the Brand Equity in customer’s mind do in this research? 2. How do the different involvement relate to the different levels of the brand equity in customer’s mind? 3. How brand equity in customer’s mind relates to customer evaluation of brand extension? Scope of the Study The sample group in this research consists of males and females with the age between 18-45 who lived in Bangkok. Selected brands in this research are well known brands as the first one, yogurt extended brand to the pasteurized milk that represented the low involvement product. For this low involvement product, the researcher used a substitute product in this research. Other brand as initial vehicle product extended to all-purpose vehicles that represent the high involvement product. Definitions Customer-based Brand Equity refers to customers gain brand knowledge that consists of 1) Brand Awareness as recognition and recall, and 2) Brand Image as strength, favorability, and uniqueness. Involvement refers to the levels of product involvement between consumers and products depending on types of product, interest, attitude, price and so fort. The involvement can be categorized into two types as the followings: 1. High involvement product, in this research, the computer notebook that offered an extending brand to the Computer PC. 2. Low involvement product, in this research, the Air Condition that expanded to an extending brand as the fan. Brand Extension refers to any organization takes advantages of the well-known brand for launching new products to the market. The new products will be called as an Extending Brand and the existing brand is called a Parent Brand. Consumer Evaluation of Brand Extension refers to the process and elements of the consumer evaluation of the brand extension. It consists of: 1) Brand Attribute Association, 2) Attitude toward the Original Brand, 3) Fit between the Original and Extension Product Class comprising with Complement Fit, Substitute and Transfer of the Parent Brand, and 4) Perceived Difficulty of Making the Extension. Expected Benefits 1. The professional marketers may consider the components of the Brand Equity in their decision making for evaluating or improving the Brand Equity for their organizations. 2. The marketers or anyone who’s interested in may take the research result as the basic information of consumer behavior for the evaluation of the brand extension focusing with the cost effectiveness and the opportunity of success. 3. The research result may be the basic information for all professional marketers in long-term product strategy by considering the components in the consumer evaluation of the brand extension. That may be helpful for product strategy in the brand extension for the further success. 4. This research will be beneficial for learners and others for research conduction and well understood of Brand Name and the involvement between Brand and the influenced factors of consumer’s decision making. This research result can claim as the fundamental information for conducting the related research about Brand and the Customer Evaluation of Brand Extension. Literature Review This research aims to research about the consumer evaluation of the brand equity and study the involvement of the brand extension. The researcher studied related researches, theories, concepts and literatures focusing with the followings: 1. Concept of Consumer-based Brand Equity  ·Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Definition of Consumer-based Brand Equity  ·Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Consumer-based Brand Equity Measurement  ·Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Managing Brand Equity 2. Concept of Brand Extension  ·Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Advantages of Brand Extension  ·Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Disadvantages of Brand Extension 3. Concept of Consumer Evaluation of Brand Extension 4. Concept of Consumer Behavior and Consumer Decision Process  ·Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Consumer decision process Research Hypothesis As the theories, concepts and related literatures mentioned above, the researcher established the specific hypotheses for this research about the involvement between Consumer-based Brand Equity and the Consumer Evaluation of Brand Extension as the followings: 1. Brand differentiation is in consumer’s mind. The Brand Knowledge consists of a) Brand Awareness as brand recall and recognition, and b) Brand Image as strength, favorability and uniqueness. The high brand knowledge will stimulate high Brand Equity. The low brand knowledge will lead to the low Brand Equity. These show in both low and high involvement products. . As the levels of Consumer-based Brand Equity, the high involvement product may gain higher consumer-based brand equity than the low involvement product with the low consumer-based brand equity. 3. Consumer-based Brand Equity of any parent product has positive correlation with the Consumer Evaluation of Brand Extension. Details are as the followings: 1) Brand Att ribute Association, 2) Attitude toward the Original Brand, 3) Fit between the Original and Extension Product Class comprising with complement fit, substitute and transfer of the Parent Brand, and 4) Perceived Difficulty of Making the Extension. The Consumer-based Brand Equity and the Consumer Evaluation of Brand Extension vary in the similar direction. In both high and low involvement products, higher brand equity, higher consumer evaluation of brand extension or lower brand equity, lower consumer evaluation of brand extension. Research Methodology This research is the quantitative research with survey research method and specific questionnaire. The researcher established the research method involving with population, sample group, research tool, information collection, and statistical analysis as the details below: Population Population group of this research is consumers in Bangkok with the age between 18-45. Television and an extended brand as camera is the selected product in this research. Sample Group As the determination of sample group in this research, the researcher takes the principle of total variance between sample group and variances of random sampling of Taro Yamane (1976: 886-887). The population size is 2,657,186. The reliability is 95%. The standard deviation is 5%.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   =   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚     Ã‚  N   Ã‚  Ã‚     Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   (1+Ne2)   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   When  Ã‚   n   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   =  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The sampling size   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   N  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   =  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The population size   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   e  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   =  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Sampling variables   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   As these numbers mentioned above, the calculation becomes as: ‘n’  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   =  Ã‚  Ã‚  Ã‚  Ã‚  2,657,186 (1+2,657,186 (0. 05)2) =  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   399. 93 Hence, the sample size is equal to 400. Sampling Method The researcher takes both non-probability sampling and probability sampling in this research. Fifty districts in Bangkok (Office of Urban Design, Bangkok, 1998) are as Pranakorn, Dusit, Nongjok, Bangruk, Bangken, Bangkapi, Pathumwan, Pomprab-sattrupai, Prakanong, Minburee, Ladkrabang, Yannawa, Sumpanthawong, Payathai, Thonburi, BangkokYai, Hoykwang, Nongkham, Rajburana, Bangplad, Dindeang, Beungkum, Sathorn, Bangsue, Jatujak, Bangkorlaem, Pravej, Klongteoy, Suanloung, Jomthong, Donmuang, Rajchathevi, Ladprao, Wattana, Bangkae, Luksee, Saimai, Kannayaow, Sapansung, Wangthonglang, Klongsamwa, Bangna, Thaveewattana, Thungkrue and Bangbon. The researcher conducts the purposive sampling with the selected districts that gained abundant commercial and residential areas. These districts are separated by The Urban Design Act in 1975 (Office of Urban Design, Bangkok, 1998). The selected districts enhance the research approach and convenience of information collection. The abundant commercial and residential areas are 36 areas as: (see in the chart 3. 1) 1. Dusit, 2. Bangruk, 3. Bangken, 4. Bangkapi, 5. Prathumwan, 6. Pomprab-sattrupai, 7. Prakanong, 8. Yannawa, 9. Sampanthawong, 10. Payathai, 11. Thonburi, 12. BangkokYai, 13. Hoykwang, 14. Klongsan, 15. BangkokNoy, 16. Pasrijareon, 17. Rajchaburana, 18. Bangplad, 19. Dindeang, 20. Buongkum, 21. Sathorn, 22. Bangsue, 23. Jatujak, 24. Bangkorlam, 25. Pravej, 26. KlongTeoy, 27. Suanluong, 28. Jomthong, 29. Donmuang, 30. Rajchathevi, 31. Ladprao, 32. Wattana, 33. Bangkae, 34. Luksee, 35. Wangthonglang, and 36. Bangna. Then, researcher takes the probability sampling in the simple random sampling by the sampling selection of non-mimic sample. This method scales down the sample size to be 7 districts as 20% of commercial and residential areas as the followings: 1. Bangsue, 2. Thonburi, 3. Prathumwan, 4. Dusit, 5. Bangkapi, 6. Klongteoy, and 7. Bangplad. The researcher gathers information with the convenience sampling in each district until complete total 400 population. Type of Product in the Research This research emphasizes to study in Consumer-based Brand Equity and Consumer Evaluation of Brand Extension. The selected products in this research aree products that offer the brand extensions in horizontal and category. This research considers in products that have the differences in the market share. They will address the clear identification of the involvement between Consumer-based Brand Equity and Elements of Brand Extension. Details are as the followings: The low involvement product as Yogurt-sour milk earns the extending brand as pasteurized milk. Based on the marketing information in 1998, the market value of pasteurized milk was 18,000 million baht. Meji was the top brand with 52% market share. Foremost earned 17%. Dutch Milk shared market as 17% and Nongpoe Milk was 2%. Chokchai Milk was 5%. Calcemax earned 2% and others gained 5% (Krungthep Business, 1998). The selected yogurt in this research is Yakool and Betagent that presented the large differences of market share. As the high involvement product, the researcher selects, with the consideration of product market share, the vehicle products that provide the extending brand to the all-purpose vehicle. In 1998, Toyota gained the largest market share as 36%. Honda earned 30%. Nissan hold 14%. Mitsubishi had 6%. Mazda kept 2% and others earned 12% (Thansetthakit, 1998). Consequently, the selected brands in this research are Toyota and Mazda because they had huge differences in their market share. Research Tool Research tool is the specific questionnaire that was designed and developed for this research. It contains 5 sections with different questions and purposes as the followings: Section I  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Population characteristic involves with age, gender, marital status, education level, occupation and individual monthly income. Section II  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Consumer-based Brand Equity of Yogurt is examined by questions in this section. Section III  Ã‚  Ã‚  Ã‚  Ã‚   Consumer Evaluation of Brand Extension is determined as consumer attitude in brand extension of the product, pasteurized milk. Section VI  Ã‚  Ã‚  Ã‚  Ã‚   Consumer-based Brand Equity of vehicle products is evaluated in this section. Section V  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Consumer Evaluation of Brand Extension involves with consumer attitude in brand extension of all-purpose vehicle. A measuring tool for consumer-based brand equity is modified from Keller’s research (Keller, 1993). The other measuring tool for brand extension is developed from the research of Aaker and Keller (1990). These tools are qualified with the validity and reliability test. In addition, this questionnaire is determined the content validity by professional opinion. And then, this questionnaire is launched to do the pre-test with 20 people who had similar characteristics of the sampling group. The coming results assist to develop the final questionnaire that had been used in the real information gathering. Variances Individual product was suitable for variance measurement and scoring as the followings: 1. Consumer-based Brand Equity  Ã‚  Ã‚  Ã‚  Ã‚   This research followed the Keller’s concept in Consumer-based Brand Equity as Brand Knowledge. Brand Knowledge contained with Brand Awareness as brand recall and recognition, and Brand Image as strength, favorability and uniqueness. 2. The elements of Consumer Evaluation of Brand Extension  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   This research obtained the elements of Consumer Evaluation of Brand Extension from Aaker and Keller (1990). It consisted of Brand Attitude Associations, Attitude toward the Original Brand, Perceived Difficulty of Making the Extension and the element of Aaker and Keller (1992) in the perceived fit of the proposed extension with the company. Scoring Measurement of Brand Equity 1. Questions for the brand awareness were measured brand recall and recognition (Nantana Boripanthananun, 1997). 1. 1  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   What brands do you know?  ·Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The first brand in consumer recognition  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   3 points  ·Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The second brand in consumer recognition   2 points  ·Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The third brand in consumer recognition  Ã‚  Ã‚  Ã‚  Ã‚   1 point 1. 2     Do you know this â€Å"†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬  Brand?  ·Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Yes, I do. 1 point  ·Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   No, I don’t. 0 point 2. Questions for measuring the brand image involved with 3 aspects as strength, favorability and uniqueness. Keller (1993) expressed that many measurement tools indicated with the highest to lowest levels of consumer’s opinion were fit for measuring the brand image. Hence, researcher decided to take the measuring tool as the rating scale with 5 levels for both high and low involvement products as the followings: Absolutely agree  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Absolutely disagree  Ã‚  Ã‚   5  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   4  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   3  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   2  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   1 The best The worst 5  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   4  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   3  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   2  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   1 Outstanding  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   same as others 5  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   4  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   3  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   2  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚     Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   1   The pre-test generated the questions about product attribute in the final questionnaire that was used until complete process of information collection. Measurement of the Elements in Consumer Evaluation of Brand Extension 1. Brand Attribute Association contained the open-ended questions involving with brand recognition of consumer. As the Attribute toward the Original Brand, Aaker and Keller (1990) took the rating scale with 7 levels but the researcher modified and developed the new rating scale with 5 levels in both high and low involvement products as the followings: The best  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚     Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The worst 5  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   4  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   3  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   2  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚     Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   1 . Attitude toward Brand Extension was determined by the 5-level rating scale   in both high and low involvement products as the followings: The best  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The worst 5  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   4  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   3  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   2  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   1 Surely buy it  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Will never buy it 5  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   4  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   3  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   2  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   1 . Perceived Difficulty of Making the Extension was evaluated by 5-level rating scale in both high and low involvement products as: Absolutely agree  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Absolutely disagree  Ã‚  Ã‚   5  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã ‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   4  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   3  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   2  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   1 Need special knowledge  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   No need special knowledge 5  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   4  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   3  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   2  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   1 4. Perceived Fit of the Proposed Extension with the Company also took the 5-level rating scale for measuring in both high and low involvement products as: Very fit  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Not fit at all 5  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   4  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   3  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   2  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   1 High involvement  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚     Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Not involved at all between company and product 5  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   4  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   3  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   2  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   1 Research Analysis and Results As the complete information collection, researcher provides coding and computed the results by the computer and the software SPSS for WINDOWS. The research analysis obtains the descriptive statistics for clear identification of sample group’s characteristics, the percentage (%) for notable explanation of information, the inferential statistics, the Pearson’s product moment correlation coefficient and the statistical T-Test for evaluating the correlation of each pair of variances depending on the hypothesis. References Aaker D. A. (1996). Building Strong Brands, The Free Press, New York Crainer, Stuart   The real power of brands : making brands work for competitive Imprint London : FT Pitman, 1995 Descript 214 p. : ill. ; 25 cm Note The Financial Times/Pitman Publishing SeriesJacket Subject Brand name products Product management. Dhiti Butratana. (1998). THE MEASUREMENT OF BRAND EQUITY IN BEER CATEGORY. Chulalongkorn University. Bangkok (Thailand). Graduate School. Major Master. Arts (Advertising). Karat Latawan. (2000). CONSUMER-BASED BRAND EQUITY AND   CONSUMER EVALUATION OF BRAND EXTENSION. Chulalongkorn University. 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