Research and Account Essay

Two carers were moving a service user from a bed to a chair using a hoist. they placed the hoist sling underneath the service user and then attached it to the hoist. Whilst the hoist was stationary one carer turned away to pick up the service users slippers and as a result the service user fell forward to the ground. The service user suffered wounds on their scalp and bruising to their head. The service user was taken to hospital but passed away 10 days later. It was found that the sling loop fixings were wrongly adjusted and a safety pommel was not used. In this report the carers were lacking in training and guidance to use the hoist from the company they worked for. One carer was not focused on the task of the service user being in hoist as she took on another task to get the slippers which meant she wasn’t aware of what the service user was doing. If the correct equipment was used and adjusted properly then that would have prevented the fall and death of this service user. When assisting a service user with a task whether it be small or large we always need to carry out the task using the correct equipment, and the correct members of staff to be present. Also our full attention should be on the task at all times and aware of what the service user is doing and what is happening around them. if not doing so then this could result in the service user falling or being injured and equipment could be damaged. Carers should always carry out a visual check of the equipment prior to using and if a problem arises should not be used and reported to the relevant person. Report 2 Michael Shorthouse suffered from Down’s Syndrome, learning difficulties and dementia. He moved into Cedars Care Home in May 2007 but, despite he’s families pleas over he’s treatment, within five months his health had deteriorated so much he had to be admitted to hospital. Whilst in hospital doctors found that he was seriously dehydrated, had developed acute kidney problems and pressure sores, and had aspiration pneumonia, which is an inflammation of the lungs caused by breathing in foreign material like food or liquids. Michael Shorthouse’s condition improved once he had been transferred to hospital and then moved into a different nursing home, but later died in 2010. Cedars Care Home was reported to Social Services and the Safeguarding Adults Office (SAO) which investigated and found that there had been overall neglect in the care given to Michael. Two years after Michael was admitted to hospital, the care home hadn’t improved and was given a zero- star rating in a Care Quality Commission inspection.

The Poplar Field Analysis

It has been said that â€Å"Cowper’s life was tormented by a set of symptoms, habits, and fears which his poetry in many places reflects†¦we consider that Cowper turned to poetry for reasons intimately connected with the torment of his life at times became for him. † (Feingold Para. ) William Cowper utilizes setting in his poem â€Å"The Poplar Field† to represent his reflections on the passage of time; we go on a journey with Cowper to visit the past, present, and future of the speaker and the journey is warped around different landmarks in speaker’s life and represented by the effects of aging, not only of the speaker, but on the poplar field as well. In lines 5-6, we walk with the speaker as he reminisces twelve years in the past, where he first had the opportunity to gather a glimpse of the poplar field.We are able to see the setting come to life, where the trees and the young speaker grew together on the bank. The past represents a time for the s peaker that was precious to him- his youth, a time of little responsibility where he lacked accountability for his actions. Cowper utilizes a dance between the past and present to show a reflection of the passage of time as one of the first significant underlying themes for the speaker. From this experience with his past, we are able to see his childhood and what the speaker is missing from the past to the present.The poplar field brings many memories of shade and comfort for the speaker but it is short-lived as we begin to see Cowper bring the speaker back to reality in lines 7-12, and the speaker begins to see the remains from the poplar trees that once shaded him from the blazing sun, now lying leafless and lifeless on the ground (line 7). We are now able to see as Cowper ties us to the reality of what the speaker is seeing in his present moment and the brutal setting that is laid before him.The speaker is brought back to a harsh reality where the blackbirds have fled to a new re treat (line 9) and because the trees are no longer there to shade them, the only part of the tree that remains is a stump for the speaker to sit on (line 12) as he stares into the dismay of the trees having been chopped down and lying in the grass (line 7). This setting represents maturing, going through mid-life, and the beginning of the aging process for the speaker.The trees having been cut down represents a cruel reality for the speaker, his childhood is now over and instead of having others to care for him, he now has to become the one taking care of others. The present day is barren of splendor, and just as the speaker is sitting at the top of the devastation of his once favorite field of trees, he sits on top of all of the devastation of what is known as his life: the poor decisions, the what-ifs, and all of the neglected opportunities in the past, present, and future that he will miss because of the immoral judgments he made in the past.This juxtaposition shows the speaker i s now in the dominant position, he can no longer enjoy the dominancy of the tree’s protection and shade (line 8), but he is now responsible for all of the mistakes he made in life, and this is where Cowper begins to fast forward us to the future in lines 13-20, where the speaker will soon face not only old age but also his own inevitable death. Cowper begins to show us that the speaker is aging and his life will soon be over, he will die, and just like the trees, his last and final setting will be in the ground.The speaker says, â€Å"My fugitive years are all hasting away† (line 13)†¦ he is no longer a young sprout, he is getting old, and his younger days of living freely are quickly disappearing. â€Å"Ere another such grove shall arise in its stead. †(Line 16) We can see the new trees will be planted to replace the old trees that he once loved, in a similar sense, new people will rise up and replace the speaker, and he is trying to figure out how he will leave his mark on the world after he is long gone.The speaker soon begins to realize that once he is dying and after his death, he will no longer be in control of his surroundings and he will be at mercy of the generation after him. Just as his last breath is taken out of the world, somewhere there will be someone else’s first breath being taken in, and the circle of life and death will continue. William Cowper exploited three major settings to represent the speaker’s reflections on the passage of time. We embarked on a voyage through the recollections of the speaker’s past, in to experiencing his present day pain and skipped on to his worries of the future.We see as Cowper takes us on each journey; the past with beautiful bold trees full of leaves and shade for a young juvenile who was full of life, to the present day where the trees are felled, cut down to a stump upon which an aging man rest upon and reminisces of the golden days, and finally we are able to fast forward to the future and see a impending field full of new poplar trees, and a new generation rising up to replace the old which have died out. We walk with Cowper step to step and explore what comes to be known as the circle of existence and extinction.Works Cited Cowper, William. â€Å"The Poplar Field. † Literature: An Introduction to Reading and Writing. Ed. Edgar V. Roberts and Robert Zweig. 10th ed. New York: Pearson Longman, 2012. 722. Print. Feingold, Richard. â€Å"William Cowper: State, Society, and Countryside. †Ã‚  Nature and Society: Later Eighteenth-Century Uses of the Pastoral and Georgic. Rutgers University Press, 1978. 121-153. Rpt. in  Poetry Criticism. Ed. David M. Galens. Vol. 40. Detroit: Gale, 2002. Literature Resource Center. Web. 13 Nov. 2012.

Canevin Theater

Canevin Theater Essay Canevin Catholic High School offers many extra curricular activities. Those students geared toward the physical challenges may choose from various athletic programs such as, basketball, soccer, and football. On the other hand, there are additional activities for those more interested in a mental challenge. These students may join such organizations anywhere from FBLA to Forensics. However, of all the extra curricular activities offered by Canevin, none excites me more than Dramatics. This paper takes a look at my last three years involvement in the annual musical productions here at Canevin. Traditionally, Canevins dramatics has been a full-scale musical production performed in the spring. Students may audition for chorus, acting or dancing parts or they may join one of the many stage crews. During freshman year, I tried out for the musical Working. Working depicted different careers through dialogue, song and dance. To my surprise, I made callbacks. When the cast list was posted, the role of Anthony Polazzo, the Mason, was awarded to me. After weeks of hard work and rehearsals, it was finally opening night. From that time on, I realized Dramatics was for me. The following year, the start-up meeting could not arrive fast enough for me. The play selected for my sophomore year was Damn Yankees. The musicals main character was Joe Hardy. Joe wanted so drastically to play baseball for the Washington Senators, that he was willing to sell his soul to the devil. When the cast list was posted this time, I was assigned to play the role of Mr. Welch. As owner of the Washington Se nators, I was expected to portray a prestigious and confident businessman who enjoyed his cigars. In one short year, I went from a mason in overalls, to a baseball team owner decked out in a suit and tie. Thats show business!Into the Woods was selected as the musical for the following year. The story line included various adaptations of traditional fairy tales. Well, if mason to owner wasnt extreme enough, what would you say about Cinderellas father? Junior year found me playing the character of an older man who marries for the second time, to a woman with two nagging daughters. In a house of four women, no wonder he resorted to drinking. Directed to use a silver flask as a prop and a fair amount of improvisation of libations, I portrayed the character of Cinderellas father as a drunk. When the final curtain came down closing night on Into the Woods, there was, however, one more performance still to come. This year Canevin had been nominated for 6 Gene Kelly Awards, including Best Musical in Budget Level 2. The Gene Kelly Awards sponsored by Pittsburghs Civic Light Opera recognizes students for excellence in High School musical theater. On the night of the awards, those schools nominated for Best Show perform on the Benedum stage a selection from their production. Extra rehearsals were scheduled, and a final practice with the Benedum orchestra was needed. I am proud to announce that Canevin was awarded the Gene Kelly for Best Costume Design and Best Musical in our division. Additionally, each year two students are asked to represent their school in a final production number. This prestigious honor is always given to two seniors. Unfortunately, this year, two of the practices fell during graduation activities. Since 5 rehearsals are mandatory, our director, Treva Rueso made her selections from the junior cast members. A fellow junior and I were ecstatic to be chosen to join members from all the participating schools in the final production number, Keep Your Eyes on the Goal. The plethora of ecstatic people applauding at the close of the Gene Kellys was phenomenal. It was indeed an honor to represent Canevin in this collaboration of students exercising their many talents. READ: Shakespeare is a well known author who wrote in th EssayI have experienced many gratifying moments in my years at Canevin, but few have been as electrifying as sharing with fellow cast and crew members their ability, courage, and commitment in creating the annual school musical. The Dramatic program continues to surprise its supporters with innovative musical theater. Through my experience in putting on a musical, I have learned what it means to work as a team. The camaraderie was intense and rewarding. I

Exploring the major Sociological theme of Suicide Essay

Exploring the major Sociological theme of Suicide - Essay Example In the Lettres Persanes he speaks of "the misery of the human condition". Speaking of the suicide of Brutus and Cassius, this is what Montesquieu writes: In France, the end of the eighteenth century had seen the beginning of a shift from a moral discourse on suicide to a growing concern with suicide rates. By 1842, Quetelet was investigating the extent to which moral phenomena of suicide could be said to resemble physical phenomena, his answer being that large numbers served to cancel out individual peculiarities and to reveal the institutional and general features of society in the figure of the 'social man', a fictitious being conforming to the median results of statistical analysis. In France, Bertillon's statistical experimentation inspired Durkheim's later adoption of replicative analysis. By the 1850s, French social commentators linked industrialization and the expansion of urban, commercial life to the development of 'gosme' and 'odieux individualisme', both defined in terms Durkheim later applied to anomie, as consequences of moral paralysis. On one hand, pathological individualism was taken to be at the root of social disord er, apathy and exploitation; on both sides of the political spectrum, there was talk of a 'general malaise', of the possibility of social dissolution, and of a 'national decadence', one sign of which was taken to be a falling birth rate and it is interesting to note, as Lukes does, that Durkheim authored a paper on birth rates and suicide in 1888. There was a felt sense that the decline of those traditional moral controls associated with pre-revolutionary social formations had left a vacuum. If one were anticlerical, this vacuum was to be filled by a new, secular morality, answerable in the abstract to reason and in practice to a science of normalcy or health. If one were a Catholic traditionalist, it would be addressed by a revival of Christian moral education and the social authority of the Church. On the other hand, social anarchy, and political anarchism, was likened to forms of 'hysteria' arising from excessive individualism on one hand and the formation of 'crowds' on the other. The mass popularity of romantic literature was blamed for a degenerate aestheticism leading to a suicide 'mania' escorting the types designated social conditions affecting suicide rates, not motivations for individual acts. But it is worth noting that Durkheim's more specific images of the types of suicide are often couched in subjectively

Qatar Essay Example | Topics and Well Written Essays - 3000 words

Qatar - Essay Example tructure that exists within many of Qatar’s main cities, the nation itself has chosen to build new cities and form entirely new residential and commercial areas where none previously existed. This growth plan is of course optimistic but presents unique opportunities for the development and consideration of green/renewable energy alternatives that this infrastructure and society can leverage. Due to the fact that these cities are truly being born from nothing, the potential for developing a renewable and green infrastructure base is perhaps higher as compared to any other region of the world. Yet, opportunity alone does not create a guarantee that green and renewable energy will be the locus of interest for the developers of these respective cities. Instead, the remainder of this chapter will reveal the way in which approach determines whether or not the renewable/green infrastructure and energy provision that Qatar will engage within its new and developing cities will ultimate ly be successful or not (Koch 2014; Alzubaidi2013). Whereas it is of course tempting to utilize Qatar’s mass levels of financial reserves as a means of purchasing the most advanced green and renewable energy systems that are currently available, this particular temptation must at least partially be resisted. The underlying reason for this has to do with the fact that Qatar is a unique nation within unique latitude that exhibits a litany of unique environmental challenges. First and foremost among these is of course the fact that Qatar is a relatively hot climate that has very little rainfall and must therefore be considerate of the overall cyber resources that are involved in any means of energy production. Accordingly, one of the most effective processes that can be pursued is to ensure that Qatar utilizes targeted metrics and goals with respect to what it envisions as the future of sustainable and green energy within the nation. As such, rather than merely leveraging the state

What makes a place a home Essay Example | Topics and Well Written Essays - 750 words

What makes a place a home - Essay Example A house is simple a dwelling place but a home is said to be a livable place where families and friends can enjoy the company of each other, sharing intrinsic and intangible values such as peace, happiness and especially, love. Looking further into the contradictions, this paper will discuss in detail how the aforementioned characteristics turn a house into a home. A house simply caters to one’s physical needs. Since shelter is one of man’s basic needs, a dwelling place then becomes necessary but having a place to stay does not always mean a person has a home. A house is devoid of values such as peace. For instance, one has a sanctuary to call but it is only a place to cover him from the heat of the sun, the pouring of the rain or the cold winter nights. The place may give him the needed protection from the weather but it may not give him peace of mind because of other dangers such as robbers, murderers and other criminal acts. Therefore, the man may always be in fear. O n the other hand, a place is called a home when it provides a peaceful and comfortable habitation. A home give the dweller peace of mind because it does not only provide shelter through the changing seasons but also give an emotional and psychological assurance that the person will be far from any danger. In addition, this can also be extended to the condition of the dwellers themselves. For instance, in a house, the people living in it may always be fighting even over trivial matters. Therefore, the place only serves as a place for the family to find shelter. Nevertheless, a home will not only do that but will also give a welcoming atmosphere to all the people living in it. This becomes true when the people there are at peace with each other, making each other feel comfortable in order for them to make others stay and not want to move away. Secondly, a home is a dwelling place filled with happiness. There are so many things that bring people happiness such as food, valuables and a good company. A house filled with such things make up a home. One cannot say an abode is a home when it merely serves to provide shelter, being lacking in other important things. A place where there is no available food brings bad experiences such as pictures of a hunger so that one would not dare go to when he is in need of food. Lack of food is one of the reasons of many fights among family members. A mother trying to earn money to buy food for her two children can easily get mad at her husband who is wasting all his money on alcohol and drugs and does not even try to find a job. In such case, there is no peace and therefore, there will be no happiness. A place where entertainment and other valuable materials are not available as well cannot be fully called a home because material possessions bring happiness to people especially in these modern times. In relation to the discussion on peace, happiness will also be absent when peace is deprived in the house. In other words, when one is at peace with himself and his dwelling place, his residence can be called a home. Moreover, when he is at peace with the other people in the house, happiness is shared among them and therefore the place is called a home. Lastly, a lodging is called a home when there is love. Peace and happiness may be experienced by a lone dweller but love is only experienced between two or more people. From such definition, it could be said that a house cannot be fully called a home when there is no love that is shared in it. Therefore, a person who lives alone in a beautiful and comfortable house where all his needs are provided for does not live in a home but a house. The loneliness felt in such a place explains why one person would not want to abide in the residence forever. Some

Traumatic Gun shot wounds from 7.62mm and effect on lower limbs Essay

Traumatic Gun shot wounds from 7.62mm and effect on lower limbs - Essay Example It is then imperative that modalities in medicine be upgraded to combat man’s health opponents. Researches and studies in science have been very useful and relevant in conquering the battle against illnesses which commends the utilization of a wide range of treatment modalities from simple techniques to intricate equipments. Accidents or illnesses involving blood loss may lead to hemorrhagic shock which is life threatening. Although our body has its own mechanics in counteracting instability, a profound and in many cases, chronic illnesses may lead to exhaustion of the body’s system thus failing its purpose in maintaining equilibrium. Wound repair is the attempt of the tissues that are damaged to return to their normal activity and architectural and mechanical integrity after the damage. More often than not perfect restoration of fluid loss, prevention of infection, reinstating previously normal flow of blood and the lymphatic system is not achieved due to the necessi ty and rush to go back to and perform its function especially if the injury is severe and diffuse. Regeneration on the other hand refers to flawless restoration of the previous tissue structure without formation of a scar. While regeneration is the aim of wound healing, it only happens during embryonic growth and development and in lower forms of organisms. A fundamental concept in wound healing in humans is that all injured tissues pass with in the similar sequence of processes which are assigned into definite phases. Yet, these activities in each stage may coincide within the same time in a single wound. Every wound assumes the fundamental phase of wound repair. Acute wounds undergo the organized and well-timed process of repairing in order to attain long lasting structural and functional restoration of the tissue. Meanwhile, chronic wounds do not undergo to re-establishment of its functional integrity rather restoration is delayed in the inflammatory phase due to several causes a nd do not advance to the last phase (Townsend, et al., 2007). Hemostasis is defined as blood loss from a damaged blood vessel. In the setting of a severely injured or ruptured vessel the process of hemostasis can be accomplished by various methods: constriction of the vessels affected, organization of platelets to form a plug, creation of a blood clot with the virtue of blood coagulation, and eventually, production of fibrous tissue within the to permanently seal the gap in the blood vessel (Guyton & Hall, 2006). Each of the mechanics of hemostasis act in sequence but are also interconnected so as to promote multiple reinforcement to the area of impairment. Instantly after a trauma to a vessel, the injury to the wall of the blood vessel results to contraction of the wall which is in turn caused by reflexes, local spasms, and local platelet factors especially the thromboxane A2 which is a potent vasoconstrictor. In effect, the blood flow from this vessel is decreased. The contraction can last from a few several minutes to few hours in which the next step of forming a platelet plug can be initiated. If the injury to the vessel is very minute, the cut is usually blocked by a platelet plug instead of a blood clot. These little cuts in the blood vessels happen daily. The next hemostatic mechanism is the formation of the blood clot which starts to form within the first 15 to 20 seconds after the trauma, if the injury to th

Brazilian Wine Industry Essay Example | Topics and Well Written Essays - 1500 words

Brazilian Wine Industry - Essay Example Accordingly the foreign investment of Brazil in other economies and the investments made by other economies in Brazilian markets have also increased. Thus, it can be stated that the foreign relations of the economy and its friendliness towards foreign investment is quite effective proving that the government’s contribution in promoting political stability is quite significant (Woodrow Wilson International Centre for Scholars 2007). From the above discussion it is apparent that the political environment of the economy is quite stable and the government is also providing considerable significance to the attribute. Moreover, the foreign trade is also efficiently encouraged in the economy. Therefore, it is most likely that the entry of Australian Vintage Ltd. in the Brazilian economy will receive moderate political interventions, which in turn would make the entry easier. Rules and regulations with respect to the foreign investments are controlled and supervised by the Federal Government of Brazil. However, the states of the economy control the commercial registration of a foreign firm, the yield on investments and the terms of infrastructure projects. The participation of foreign companies in this regard is entirely depended on the approval of the Brazilian Government. The economy also has a Commercial Code in order to regulate the operations of commercial firms, both national and foreign. The economy also serves the opportunity to the foreign firms to enter the

Strategic intelligence Essay Example | Topics and Well Written Essays - 750 words

Strategic intelligence - Essay Example e matter is the fact that seldom do target or host countries declassify sensitive information and this makes accessing important information untenable. With the failure to access sensitive information, comes the making of inaccurate decisions, especially in the field of foreign relations, protecting, consolidating and perpetuating state interest and security. The place of the United States could be very different in international relations, if the US never treated strategic intelligence seriously. The menacing threat of terrorism and the ideological threat of religious or political Islam underscore the instances that have the power to curtail America’s interests, safety and political and socio-economic strength, in the absence of the United State’s commitment to strategic intelligence. In this effect, the value of strategic intelligence is exemplified by: the elimination of US enemies such as Osama bin Laden, Anwar Al Awlaki, Abu Musab al-Zarqawi, Muhammad Atef, Abu Layth al-Libi, Atiyah A. Al-Rahman, Abu Ayub al Masri; and the capturing of likeminded criminals such as Khalid Sheikh Mohammed, Abu Faraj al-Libi, Ramzi Bin al-Shibh, Abu Zubaydah and Walid bin Attash, among many others. It is also because of strategic intelligence that the US has been able to identify points of priority and to make timely, appropriate and accurate response. Some of the response that the US has made to strategic intelligence breakthroughs have included legislation, diplomacy, funding, engaging in direct or proxy war, issuing state-to-state warnings and even issuing travel advisory. It is necessary to cover all the five basic components as an integrated study [instead of separating the components into separate stove-pipes so as to allow learners come up with a more comprehensive scope, and not a fragmented one. For this reason, I like other students have been left with a greater ability to: examine the purpose, significance and role of strategic counterintelligence; deconstruct

Christianity and Justice Essay Example for Free

Christianity and Justice Essay Christianity emphasises justice, while others emphasise compassion; this statement is fundamental in the belief of Christians. Justice means to have moral rightness that is based on ethics, civil laws, natural laws and religion. One of the Ten Commandments states, Love thy neighbor as thy self. This Statement was repeated seven times in the Bible, once in the Old Testament and six times in the New Testament. It is quite clear to me that our capacity to have this kind of love must be foremost in the mind of God, this also demonstrates that all individuals should be treated equally and as you would like others to treat you. Justice equated to equality. The Christian bible has many examples from both the old and New Testament that gives examples of Jesus wanting all his followers to treat each other in a just way. E. g. when he came across a lady who had been caught in the act of adultery and the crowds wanted to stone her to death and Jesus reminded them that they were all guilty of sin and they he who had not sinned should cast the first stone. Jesus throughout the many encounters with believers and non-believers has spread the message of justice and peace. In Isaiah 56:1 this is what the Lord says â€Å"Maintain justice and do what is right, ? for my salvation is close at hand and my righteousness will soon be revealed. This conveys Christianity as a religion, is based on the belief that all people should be treated equally and those who fault should be forgiven. It is a religion based on forgiveness and therefore a religion, which places value on justice. Example from the New Testament is Luke 16 The Rich Man and the Beggar, the is about a rich man who was greedy and did not share his wealth nor listed to the guidance that was offered to him while on earth and the beggar who lived a poor but good life and shared what little he had with others. On death both men were judged by God and the rich man asked if he could return to warn his bothers so that they could change their ways and God answered that all people are treated equally and all have the same opportunities to follow his example and that he would not be given special privileged just because he was rich on earth. An example of a similar scenario is the quote â€Å"Blessed Are the Poor in Spirit† found in Matthew 5:1-13 Throughout the ages the faith of Christianity continues to demonstrate that its followers choose to live a life based on justice that comes from equality. The church does not value its members by their individual wealth or social standing and many not for profit organizations are Christian based. These were commenced to give people Christian or otherwise a fair go and an opportunity to participate on an equal standing in our community. Families who take advantage of this assistance do so in times of hardship. Organizations such as Centacare Catholic community services or Anglicare Anglican based are there to service the community, as a whole regardless of religious believes. Their service to the community is to ensure a level of equality for all. Jesus’ teachings were about looking after one another, being equal and not judging or discriminating against someone. Martin Luther was determined to focus on Jesus’ teachings, as the â€Å"somewhat corrupt† practices performed by the Vatican became Particularly troubling to him, as it was against the nature of divine justice, which Jesus had once shown. Martin Luther wanted the adherents of Christianity to be able to access the teachings of Jesus Christ without the Vatican selling indulgences, which was basically the buying of forgiveness of sins instead of repentance and/or penance. In conclusion, I believe the quote Christianity emphasises Justice, while others emphasise compassion is still in practice in today’s society as it was in the days of Jesus.

The Psychological Effect Of Branding In High Fashion Marketing Essay

The Psychological Effect Of Branding In High Fashion Marketing Essay The American Marketing Association (AMA) defines a brand as a name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of others sellers.(Kotlers and Keller,2006). So branding is a key aspect of marketing a product. Wheeler explains that brand is created in consumers minds, he states that it gives a promise, the reputation and an expectation about the product and the brand its-self, when these factors are managed properly it results in increased awareness and brand loyality(Wheeler,2003) appart from that, branding helps to convey the market position of the brand to potential customers. Branding in fashion industry is to be concentrated in this paper, as clothing/ fashion industry is one of the most growing industries (reffer to appendix 1). According to Verdict reports, The global market for luxury brands has grown rapidly over the past two decades. Estimated to be worth $263billion in 2007 which represents a 31% increase over the past five years, predictions indicate a 71% growth over the next five years, largely fueled by high demand from emerging economies (Verdict, 2007 in Caroline Tynan et al 2009). Fashion shopping is a personal element of consumer culture, it has become a popular leisure activity (Campbell, 1987). Aron OCass(2002) states that there is no single factor that dominates the morden popular cultural psyche as much as fashion. Apart from this, fashion is a significant way of identity portrayal (Crane, 2000; Wilson, 1990). The expression of personality and individuality with the use of cloths is not a new phenomenon, it was used to represent social class and profession as early as the beginning of civilastion. However, the nature of the modern fashion prospect is such that identities can be created and recreated as fast as posible than ever before (Popp, 2000). Commentators characterise this phenomenon as fast fashion. Similar to the fast food revolution, fast fashion entails rapid change in garment styles some garments having a fashion life of only weeks rather than months or years (Jackson and Shaw, 2001). With the help of celebrity and gossip magazines and media p ower there has been a formation of a culture in which the indecisiveness of fashion has brought to a quite fanatical speed,(Ingrid Jeacle.2009). If a popular celebrity is seen in a particular costume a new fashion trend is born, and then the high street store have to reproduce that look as fast as possible before the competition. (Rosenau and Wilson, 2001). This ability to react to the change as fast as posible is known as quick response (Ingrid Jeacle.2009,Abernathy et al., 1999). This huge clothing, industries total main media advertising expenditure amounted to  £56.7m in the year ending March 2009.(Key Notes, 2009 Clothing Retailing 2009). So a study on how brand is used in this industry and the importance consumers give it, in different aspect would be usful for the industry. The following research aims are set, which is undertaken in this study: To establish a relationship between consumer psychology and brand To analyse brand experience and customer satisfaction To analyse factors affecting brand choice Literature Review What is branding? Branding is the main focal point of this study, it would be appropriate to look into what a brand signifies. There are many definitions given to branding by many scholars as it is one of the basic consistencies of marketing. Branding in simple words could be defined as information that a provider of products or services communicates about the value of its offerings to establish trust and build loyalty among its customers. Brand messages differentiate in the marketplace, acting as a filter for making choices. Brand communicates: If you use my product/service, you will get X level and kind of value. For product and service providers, brand is critical because it helps develop loyalty among the customer base and creates opportunities for cross-selling and for deeper sales within a product/service category. Consumers make decisions about products and distinguish among multiple offerings based partly on brand.Anon(2002). According to Chernatony (2006) there are a variety of interpretations for branding and they are based on three categories, Input-based: stressing branding as a particular way of managers directing resources to influence customers, Output- based : consumers interpretations and considerations of the way brands enable consumers to achieve more, and Time-based : recognising their evolutionary nature. A brand is an identifiable product, service, person or a place, augmented in such a way that the buyer or user perceives relevant, unique, sustainable added values which match their needs most closely(Chernatony and McDonald,2003). Similarly (Miller, 2005) states that brand are name, which has a visual expression, like a symbol, a design, a trademark, a logo. He also argues that a brand is directly used to sell products or services. Like these definitions The American Marketing Association (Kotler and Keller, 2006) defines branding as A brand is name, term, sign, symbol, or design, or a comb ination of them, indented to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors All these definition by scholars have shown the importance of branding in an organisation or a product. Branding is complex and it is different products offered with different attributes. How ever the successfulness of a brand could be decided ultimately consumers mindsets, it exists largely by virtue of a constant co-ordinated activities across an organisation apprehensive with delivering a group of values are interpreted and internalised by consumers. The decision making tendency of a potential customer will be affected by the culture and sociological nature of the individual. Culture and sociological factors affecting decision making process Roth (1995) states that, Consumers shopping motives are known to be influenced by cultures, social values and socioeconomic conditions of the market. In an increasingly globalised business atmosphere, it is essential that marketing managers study about differences in consumer decision making with regards to culture. The success of an organisation in a culturally different market place may be largely affected by how well the decision makers grasp the consumers buying behaviours, and how well they are able to incorporate such understanding into their marketing plan and strategies.'(C. Leo et al 2005). Consumer decision making style refers to the mental orientation or approach a consumer has towards making choices (C. Leo et al 2005). Though, consumer decision making style represents a comparatively regular prototype of cognitive and affective responses (Bennett Kassarjian, 1972) national culture has been proven to impact considerably on personal values and attitudes (Hofstede, 1980), thus, culture is expected to encompass significant influence on consumer choice. Fashion industry is a very complicated industry, it is handled differ ently in different parts of the globe, especially in the east and the west. There is evidence of cultural differences in consumer decision making styles for fashion industry in the Chinese and other cultures.(Fan Xiao, 1998; Hiu, Siu, Wang Chang, 2001; Lysonski, Durvasula Zotos, 1996).according to Byoungho, J(2003)Shopping motives may be a function of cultural, economic or social environments. As it is this factor, that drives the attitude that brings consumers to stores, consumers valuation of a stores attributes and successive shopping results, for instance shopping satisfaction, must be different according to their shopping motives (Groeppel-Klein et al., 1999; Van Kenhove et al., 1999) thus in countries which has diverse cultures, tastes, and living habits, international service companies require to be conscious of and adaptive to local requirements (Hofstede, 1980; Prahalad and Doz, 1987). Mc Donald would be a good example of this. Veena Chattaraman, Sharron J. Lennon. (2008) research states, that strength of ethnic identification was an important in determining cultural apparel useage and attributes of emotions and meanings to the consumption. De Mooij (2000) says, Although there is evidence of convergence of economic systems, there is no evidence of convergence of peoples value systems. Cultural and social assumptions trigger our opinion, thoughts and judgment (Hoppe, 2004) this is a great factor in our decision making process. Culture points out the forceful practice that takes place within any perticular society grouping and this helps initiate the cognitive map of beliefs, values, meaning and attitudes that drive perception, thoughts, reasoning, actions, responses and interactions (Tung, 1995) Hofstedes seminal typology of cultural dimensions was first announced in 1980 and still leads in the research topic for management and marketing researchers (Furrer, Liu Sudharshan, 2000;M.H Bond,2002). It characterised culture with five dimensions: (1) Power distance (a tolerance for class differentials in society). (2) Individualism (the degree to which welfare of the individual is valued more than the group). (3) Masculinity (achievement orientation, competition, and materialism). (4) Uncertainty avoidance (intolerance of risk; and later). (5) The Confucian dynamic or long-term orientation (stability, thrift, respect for tradition and the future).( Hofstede and Bond, 1988 in Jhon C et al 2000). However many schloars debate that Hofsted model, is used to stereotype.(M.H Bond. 2002). Appart from the cultural factors scoial infuvence is also very important in the marketing of luxury products or high street fashion goods, according to Bagwell and Bernheim, luxury products marketing is related to conspicuous consumption or status superiority signaling (Bagwell and Bernheim, 1996). Erdem et al. (1999) study established that social status was the most imperative brand or store attribute to clothing or fashion shoppers and emphasized so as to brand or store image fashioned through the brand or store attributes significant to shoppers should be coordinated to individuals values to achieve need or motive satisfaction. The studies recommended that the significance of the brand attributes might differ depending on the purpose of shoping. Ian Phaus research states that, status seeking teenagers have an positive apporach to internatinal luxury brand apparel.( Ian Phau, Yip Siew Leng.2008). (Baudrillard 1988, in Ingrid Jeacle. 2009) analyzes spending practices in terms of the conception of signifying practices. Merchandise act as signs, he argues, and thus their buying the goods is not necessarily to apply any financial need, but rather to communicate status to pear group or other consumers. Bourdieu (1984) has also projected a hypothesis to describe the spending of cul tural capital, such as privileged edification. Social status has been seen to survive superior by most consumption practices, they are infused with the symbolism of experience which expedites distinctions farther made between consumers. Psychological effect Psychological effect is one of the most important factors affecting decision making while selecting a brand or a fashion item like clothing or accessories. The consumers develop better association and links with the brands that they are more familiar with (Hoeffler and Keller, 2003). This aspect is very important to marking managers as in the case of luxury goods people may pay more for the particular product than what they pay for similar products in department stores or other ordinary stores. The sales of luxury goods improve as growing passion for quality and stylish goods set a market segment. The number of people with a passion for fashion is continuously growing, in the competitive world people who are willing to pay more for goods which are produced in limited quantities (H.Elizabeth 2010). Owning limited quantities of higher-priced merchandise make many people feel social and confident. Consumers often evaluate imported goods differently than they do identical domestic products (Herche, 1992). In the cases os brands like, Callaway golf or Victorias Secret products, customers are largely acknowaging to the emotional benefit provided by these luxury goods (Traci Warrington ,2004). Research mainly conducted in further developed countries, have shown that consumers have a common fondness for domestic-made merchandise over foreign merchandise, mostly when information about the product is lacking (Damanpour, 1993; Elliott and Camoron, 1994; Wall and Heslop,1989). The importation figure of apparel products, for instance, was found to have an impact on consumer perception of the quality of clothing brands. Cloths from developing country had the image of quality being significatly inferior. (Dickerson,1982; Morganosky and Lazarde, 1987 Cheng-Lu, et al. 2004). However, a reverse pattern of this effect was seen in less developed countries, where consumers may possibly have a liking for imported brands as contrasting to domestic brands (Agbonifoh and Elimimian, 1999; Li et al., 1997; Marcoux et al., 1997; Wang et al., 2000). there are several other factors that affect consumers perception, there hasent been huge amount of research in this area of business in the past ho w ever some researchers have indicated with the intention of consumers perceptions of brand attributes persuade perceptions of shopping costs and shopping satisfaction(Jiaxun He,2010; Ingene, 1984; May, 1989, Sherman et al., 1997). Ingene (1984) study reveled that a pleasant and enjoyable shopping ambience positively affected the shopping time and the amount of money that customers spend in a store, in addition to the sensation of shopping. Another study by May, (1989) explains that status/ prestige or the attractive displays of stores be able to lead consumers to forgo the time and effort necessary to go extra distance to more distant stores. These examples imply that consumers shop at the place where they can maximize their satisfaction effectively. And other researchers argue that ther are other factor that important in consumer perception, like price and energy (Kim and Kang, 1995) In other words, these studies recommend that perception of the cutomers shopping expenses is a dif ferent dimension that must be taken into thoughtfulness to recognize shoppers store selection process. Buying habits Buying habits, like all these factors, helps in marketing and targeting the market segment. Understanding the buying habits of potential consumers will help in branding and marketing, there are many scholars who have given importance to this subject area, (K.P Kaas, 1982; Caroline B. et al, 2009; P. Knowles, 2002). These researches help in improving the brand image and loyalty. Designer brands use these buying habits to personalise the services given to their regular customers, (in most cases they might be celebrities). In other words buying habits helps us to stereotype consumers and results in targeting only the potential customers, for example, Bruce in his paper states that, young and affluent shoppers who are the fashion stores core customers and fast-fashion chains such as Zara and HM target these customers. (E.Bruce, and Wing-Gar Cheng,2010) They also state, that most department stores in China and other countries devote most of their space to high-margin goods such as cosmeti cs, clothes, and shoes. Those items now account for 70% of sales at the top department stores (E.Bruce, and Wing-Gar Cheng, 2010) According to Sanguanpiyapan, Thitiporn, and Cynthia Jasper. (2010) customers shop for luxury goods where they shop is due to the functinal and nonfunctional shopping motives. According to their research the nonfunctinal motive is very important to analise why they shop where they do. Their research shows that the overall experince which they get from a store is very important in influvencing the customer decition as to where they go for the luxury goods. (Sanguanpiyapan, Thitiporn, and Cynthia Jasper, 2010). Costomers decisions concerning where to purchase or shop are based on their approach toward a stores products mix in addition to the shoppers personal inner orientations, such as motives, needs or values (Gentry and Burns, 1978, Finn and Louviere, 1996;). H. Brad(2010) also argues that the envoirnment is very important for sucsessful retailing, he says that the sles staff should be fully trainsd and knowlageble about the proucts that they sell and the attitude of thes staff is very important in customer satifaction and repeat business. According to Sproles and Kendall (1986,), a consumers decision-making patterns are a mental orientation characterizing a consumers approach to making choices. Their research identified eight mental characteristics describing a consumers decision-making style. The eight decision styles are: (1) Quality conscious; (2) Brand conscious; (3) Fashion conscious; (4) Recreational and hedonistic orientation; (5) Price conscious; (6) Impulsive and careless tendencies; (7) Confused by overchoice; and (8) Brand loyalty These eight factors illustrate the most common and basic psychological or mental characteristics of a potential customers decision making and these are directly related to the consumer choice and behaviour. This information is also necessary in identifying the target market, (i.e. the segments of consumers sharing similar attitudes to shopping ) (Lysonski et al., 1996). Since clothing is one of the most growing industry (it provide huge options) and these behaviours can be identified because of the huge choice available in this industry. The usual factors that one thinks of when selecting a dress or an accessory would be to evaluate the style, colour, brand, design, price and some people check the country of origin. These choice stlyes or behaviors are mostly appropriate to certain shopping attitudes of interest, such as brand conscious, fashion conscious,price conscious, and hedonistic orientation.from this, it is fascinating to see the connection among consumer decision-making styl es and the choice made.(Cheng-Lu, et al. 2004) Tauber (1972) hypothesizes six personal motives for shopping (i.e. role playing, diversion, learning about new trends, self-gratification, physical activity, and sensory stimulation) and five social motives (i.e. social experiences outside the home, communication with others who have a similar interest, peer group attraction, status and authority, and pleasure of bargaining) this was found with in-depth interviews. Taubers study will be very useful in studying the buying habits of consumers. Fashion leaders Fashion leaders are very influential in the decision making process. Most people are always looking forward to celebrities or famous people. Celebrities life style can be imitated by many people, especially by fashion conscious people. This phenomenon has been studied by very few researchers. In the 21st century the fashion world revolves around this phenomenon. If a popular celebrity is seen in a particular costume a new fashion trend is born, and then the high street store have to reproduce that look as fast as possible before the competition. (Rosenau and Wilson, 2001). Most high street fashion stores survive on reproducing the styles that celebrities set. This ability to react to the change as fast as posible is known as quick response (Ingrid Jeacle.2009,Abernathy et al., 1999). Apart from celeberies, fashion leaders can be a popular members of their peer group. Michon R, et al (2007) says that, the mall surrounding can be directly influences fashion leaders hedonic shopping experience and approach behaviour. Fashion followers hedonic shopping experience may be mood driven, while that of fashion leaders is triggered by higher involvement cognitive processing (Michon R, et al 2007). (Vernette E ,2004) Reveals that in womens fashion, especially magazines, a media plan targeted at opinion leaders can succeed, that these opinion leaders ten d to be positive towards and discuss advertising media and that they read more womens fashion magazines and have more affinities with such media than non-opinion leaders. Celebreties are used in advertisement of fashion goods because; in general they tend to be perceived as more attractive, competent, or honest when they are associated with specific branded products characterized by a prevalence of elements that remind perceivers of the corresponding credibility sub-dimension (Guido and Pelusos, 2006). (Kamins 1990) study found that, a highly attractive celebrity endorser is effective for attractiveness-related products. When advertising fashion goods selecting a brand ambassador is very important because they are looked as the face of the brand, they way the look is very important for these goods, apart from this their social life is also very important (Guido et al 2009). Because their social life can affect the image of the brand a good example for this would be Tiger woods, in 2010 when his personal life was under lime light, his personal image was portrayed in a negative format and thus many brands associated with him felt that these media images might affect the image of the brand. These influential people in the society are watched very keenly and some time people try to imitate them mainly the way they dress. Brand loyalty Doyle (1989) stated, that the most significant condition of brand success was connected with differential advantage and the stupendous reputation or image for quality, service, or reliability. This he believed will in turn create brand loyalty. Ehrenberg and Scriven, (1996) states that brand loyalty varies little from brand to brand. Some papers state that, cissessed in long term on the basis of a competitive advantage that competitors find difficult or complicated to copy or achieve and that consumers distinguish as highly desirable for example superior customer service or the brand image/attiude that create brand loyalty. (Cokayne 1991 and De Chematony and McDonald 1994) Loyal customers are the strength of the value of a brand as it is these customers who are least likely to defect and hence it will be these customers who will be going to buy the same brand for years to come (Hofmeyr and Rice, 2000). Isabel Buil,et al (2009)says that, Brand extensions with high fit receive more favorable consumer evaluations and decrease the negative feedback effects of extensions on parent brand equity. A brand can stimulate greater levels of the repeat purchase phenomenon among customers, especially the loyal ones (Miller, 2005). Customer loyalty has become something of a legend in marketing concepts and theories, which is based on the above assumption. Brand loyalty has largely been defined in terms of attitudinal terms or behavioural terms (Mellen et al,1996). The researchers generally consent to the point that Brand loyalty is a complex construct (Javalgi and Moberg, 1997) and claim wide acceptance to the definition brought forward in the first instance by Jacoby (1971). Thus the widely accepted definition for Brand Loyalty is that, it is biased (non-random) behavioural response (purchase) expressed over time by some decision-making unit with respect to one or more alternative brands out of a set of brands and is a function of psychological processes. At the same time the definition enjoys wide acceptance it is also noted that the few people would be classified as truly loyal when all the above stated criteria have to be complied with. As Wood (2004) observes that it is possible for consumers to buy a brand they dislike because it is the one that is readily available to them .Also states that it should not be assumed that behavioural loyalty involves feelings or positive cognitive process as antecedents. Thus Brand loyalty however is not the sole driver for the customers to stick to a particular brand. One of the investigations into the issue introduced a new paradigm of brand commitment. Hofmeyr and Rice (2000) argue that the key to brand profits is creating a committed customer base. They suggests that the customer purchasing decision is influenced by how committed they are to the brand, as even though the consumer may buy a particular brand repeatedly, this may be because the brand of their choice is not available to too expens ive. Hence points out that the brand attitude would be one of the deciding factors in loyal behaviour, there are other influential factors like distribution, market concentration and activities promoting the brand. It is very important for the brand owners to keep track and understand the variables that are the basis of loyalty , specially that of the loyalty behaviour for the brands due to various reasons. Today, traditional consumer life-stages are fragmenting , the social and economic changes raging from fractured career paths, redundancy , increasing in single, separated, widowers and divorcee group etc all of it disrupts the traditional pattern(Kottler and Keller,2006). ). Studies have shown that consumer buying behaviour is habitual, habit have also been hard to break, and looked on as safe and familiar (Bandyopadhyay,Gupta and Dube,2005). Therefore, if the competitor brand is to inspire loyalty and break an old habit, it would be a real success in marketing and brand management. A recent research on the importance of the nature of brand loyalty, argued that the relation between brand loyalty and size of the brand is inversely proportional(Bandyopadhyay,Gupta and Dube,2005). Smaller bran ds attract fewer customers than large brands, and customers opt for larger brands far more frequently, this double disadvantage of the less popular brands is termed by many experts as double jeopardy (Bandyopadhyay,Gupta and Dube,2005). A study shows that business lose between 15 % to 20% of customers a year, and retention of 80 % means that customers on average , remain loyal only for 5 years and improving retention to 90% leads to the average life of a customer doubling to ten years (Boone and Kurtz,2006). There have been several other studies which seem to corroborate the fact that brand loyalty is a highly desirable phenomenon to any marketing initiative. Customer loyalty and building long -term relationships is vital; as more saturated the market, the more difficult and expensive it is to win new customers and more the existing customers are.It goes to the extend that the increasing focus of marketers on retention of exsisting customers and less on attracting new ones(Verhoef,2003). One of the widely quoted studies in most of the literature was a research conducted by Bain and Co, which came up with a simple equation suggesting that the cost of winning a new customer would be five times as high as the cost of retaining an old one (Reichheld, 1996). This is a significant incentive for companies to invest in measures which help boost brand loyalty. The same paper also gave out a statistic suggesting that a minor control on the rate at which the customers defect form the companies bran d can have a significant impact on the overall profitability i.e. a cut of 10-15% can boost the profitability by over 60% (Reichheld, 1996). There is however little doubt about the role of brand loyalty in building the strength of a brand and adding value to the business. Specified below are some of reasons which emphasize the implications of building the emotional relationship with the customer in terms of brand loyalty (Miller, 2005)- Cost: The costs of attaining new customers are condensed to a great degree Distributors e.g. retailers are happier to stock brands with high loyalty Highly loyal customers tend to become brand advocates to family, friends and colleagues and thus act as ambassadors of the brand and bring in new customers A loyal customer foundation acts as a breathing space for companies a kind when faced with market changes Brand loyalty has thus a important role in defining brand equity and brand valuation. Brand image and brand attitude significant research efforts has been concentrated on identifying important brand or store attributes that constitute brand or store image which influence consumers store choice and benefaction (Dickerson and Albaum, 1977; Hansen and Deutscher, 1977-1978; Lindquist, 1975). Erdem et al. (1999) studed the nine dimensions of Lindquist (1975) and developed an evolved three key store attributes for clothing shopping: (1) Status; (2) Merchandise; and (3) Price. Apart from this approach, Westbrook and Black (1985) also hypothesized three categories of shopping motives: (1) Product-oriented; (2) Experiential; and (3) A combination of product and experiential. Accordind to Parks and his teams study, brand images or advertisements based on an perceptive of consumer motives/needs have been viewed as an efficient way to converse product benefits (Park et al., 1986; Jiaxun He, 2010). Doyle (1989) revealed that the most essential principle of brand success combined with the degree of difference advantage was exceptional reputation or image for quality, reliability or service. This, he was convinced that this, enabled successful brands to accomplish numerous additional criteria, for instance seize higher prices than less successful brands. However some researcher argue that the success of a brand depends on factores like market share, shareholders equity and profitability (Innscher1993, , Gale 1987, Hansen, Gronhaug and Wameryd, 1990 and wilson 1978). (Dall Olmo Riley et al., 1997) have recognized strong correlations involving a brands market share and consumer attitudes towards it. But according to Pitta and Katsanis (1995), successful brands w ere the brands with a strong image or personality, when consumers perceived specific attributes as being strongly associated with particular brands. Keller (1993) describes, that the brand associations needed to be congment because the favourability and strength a brand association could be influenced by other brand associations. De Ghematony and McDonald (1994) in their study highlights the importance of added values as a main feature of successful brands. De Ghematony and McDonald (1994) also mentioned that, it was perceived effect, other than the actual quality that accounted and that this effect was assessed by consumers in camparison to other brands. These consumer-based achievement criteria are influential to business-based measures of achievement, such as the consistent stream of future income and the superior eamings that originate from high market shares, premium pricing and from the ability to resist pressure from the trade for discounts. (De Chernatony et al,1998). Joachimsthaler and Aaker (1997) explains that visibility have to be joined with clear brand identity, so that those conniving and implementing the communications channels do not accidentally send confusing or conflicting messages to consumers. Stephens et al. (1996) states, that a long-term good relationship with the consumer is very important in creating of successful brands image. With the creation of a high brand image and brand attitude, brand will be able to originate to premium pricing, high market shares, and from the ability to oppose pressure from the business for discounts. (Gokayne 1991)