Potential Problems In Raising Brand Awareness

Potential Problems In Raising Brand Awareness Product Branding Using relevant examples from the public, non-profit and private sectors, discuss the reasons why different types of organizations might consider branding to be the most important aspect of their product or service. What are the potential problems with building brands? One thing in common between Coca-Cola, McDonald, Disney, Nike, Sony, and Microsoft is that they all have powerful brands that are recognised all over the world. The well-established brand names have helped these companies generate enormous fortune. There is little doubt that brand names are the most valuable assets for many companies. For this reason, there are still many companies that are struggling to build their brand names and the majority of today’s large companies have taken the legacy of existing brands in order to make them more competitive. For example, although mineral water is an undifferentiated product, Nestle acquired Perrier for $2.5 billion because of the Perrier’s long established brand name that carried a charm invaluable to Nestle. There has been a growing interest in the value of brand names. As of 1993, the most valuable brand name was Coca-Cola with an estimated worth of $36 billion (Owen 1993). The world’s10 most valuable brands in 2006 we re (in rank order): Coca-Cola, Microsoft, IBM, General Electric, Intel, Nokia, Toyota, Disney, McDonald, and Mercedes-Benz. Coca-Cola’s brand value was $67 billion, Microsoft’s $57 billion, and IBM’s $56 billion. With these well-known companies, brand value is typically over one-half of the total company market capitalization (Business Week 2006). The reasons for such high worth of brand names include: (1) the costs of new product launch reaching approximately $100 million and high failure rates; (2) the reluctance of consumers to buy unfamiliar new products; and (3) high returns successful brands yield (Aaker 1991). Today’s successful companies have launched brands that create a wealth of perceptions, beliefs, attitudes, and experiences to turn a product and name into something to which the consumer relates. Their branding strategy has been developed to meet the needs and desires of consumers (Stobart 1994; Kochan 1996). The focus of this essay is to look the reasons why most organizations considered branding as the most the important aspect of their products or services as well as looking at the potential problems when building a brand. What is a Brand? There is little doubt that brands are at the heat of marketing and business strategy. Strong brands can make companies win in today’s highly competitive marketplace. One may question, â€Å"How did a brand originate?† and â€Å"What does a brand mean?† The aim of this part is to answer these two questions and to examine the implications for branding. The Origin of a Brand According to Nilson (1998), the term â€Å"brand† originated from the Scandinavian word for â€Å"branna’,† meaning â€Å"to burn a mark on something.† The Swedish word for fire is â€Å"brand.† In the earliest days of farming, farmers or ranchers put their symbols on the cattle with the help of a hot iron in order to assert their right to ownership (Kochan 1996; Nilson 1998). Since then, branding has been used in order to claim someone’s ownership of a good or service. Literatures show that the first example of branding is the manufacture of oil lamps in the Greek islands. During this time, people bought a primitive form of oil lamp, but the quality of the lamp varied. People could not tell between a good and bad lamp when they made purchase. For this reason, craftsmen in one Greek island started to put a special symbol on their long-lasting lamp so that people can distinguish their products from less-lasting lamps produced by others. They branded their goods so that they could differentiate their product and, presumably, charge a premium price (Nilson 1998). Similarly, today many companies seek to build brands so that consumers can pick their products not those of others. The Definition of a Brand According to Brassigton and Pettitt a brand is the â€Å"creation of a three-dimensional character for product, defined in terms of name, packaging. Colours, symbols etc., that helps to differentiate it from its competitors, and helps the customer to develop a relationship with the product† (Brassigton and Pettitt 2003, p. 1099). Some experts have, however, argued that it is dangerous to adopt one single definition of a brand because there are many other things to be taken into account. They insist that brand definitions should be categorised under six headings: (1) visual; (2) perceptual; (3) positioning; (4) added value; (5) image; and (6) personality (Nilson 1998). In addition, we need to look at other meanings in order to have a better understanding of a brand. There are two representative models – brand image and brand identity that are different from each other. Brand image refers to the image of a brand that exists in the minds of consumers as a result of all the information they have received about the brand, from experience, word of mouth, advertising, packaging, service and so on; the information is modified by selective perception, previous beliefs, social norms, forgetting (Randall 1997). Companies can control their brand images as long as they understand the essence and expression of their brand. The four dimensions form the essence at the centre. The brand identity, such as the brand’s name, logo, colours, tagline, and symbol (Kotler 2003), becomes strong only when the four dimensions support each other constantly. If any quadrant is weak, or sending conflicting messages, then resulting image in consumers’ minds will be confused (Randall 1997). Reasons why most organizations consider branding to be the most important aspect of their products or service: A brand is a necessity for a business and – whether the manager likes it or not – a business will have a brand profile. Working closely with the brand, rather than in the classical business sense of leaving it to the customers to work out what to think about the company, will give the organization some distinct advantages. The importance of branding in a private organization can be summarized in two categories: first it is financially beneficial for the company, and second it gives the employees a sense of purpose. For the purpose of boosting morale, a brand that the employees can be proud of, and feel a sense of belonging to, can have considerable positive effect on the morale in a company (Nilsoon 1998). One example is the Virgin group where founder Richard Branson’s very high profile and clear statements about company purpose serve as morale booster for the whole group. Similar effects appear to be at play at Microsoft, where a strong sense of identity with the company – and consequently with the brand – pushes employees to high levels of productivity and, not least, loyalty (Nilson 1998). For profit making purposes, a strong brand in a private sector creates barriers to entry. The stronger the brand values of the leading brands in a sector, the stronger the reputation of the main competitors and the more difficult it is for other players to enter the market. Brands also often represent continuity which is important in the sense of keeping customer relations. Having a strong brand does create economies of scale, not least in communication. A well-established and correctly built brand will in an instant communicate a distinct set of values (such as trustworthy, reliable and leading-edge) much quicker and more effectively than any expensive commercial (Nilson 1998). Branding helps a firm to introduce a new product that carries the name of one or more of its existing products, because buyers are already familiar with the firm’s existing brands. For example, Heinz regularly introduces new tinned products. Since consumers are used to buying the brand and have a high regard for its quality, they are likely to try the new offerings. Branding also facilitates promotional efforts because the promotion of each branded product indirectly promotes all other products that are similarly branded (Dibb et al 1997). Branding also helps seller by fostering brand loyalty. Brand loyalty is a strongly motivated and long decision to purchase a product or service. To the extent that buyers become loyal to a specific brand, the company’s market share for that product achieve a certain level of stability, allowing the firm to use its resources more efficiently. When a firm succeeds in fostering some degree of customer loyalty to a brand, it can charge a premium price for the product (Dibb et al 1997). For example, Consumers are loyal to buy Armani because they appreciate its status and fashionable values, and Apple computers because they appreciate their creative and human values. These values reflect and enhance the consumer’s sense of him/himself and provide a key source of brand differentiation (Kochan 1996). Similarly, the importance of branding in the public sector cannot be under-estimated. While it remains an essential part in the day to day running of private sectors for the purpose of maximising profits, the profit making purpose is however less significant with public sectors. A distinct example of branding in the public sector is the NHS. Rather than being portrayed as a brand for profit making, the aim of the NHS is provide adequate health care service for the nation. Due to the virtual non-existence of an aim of making profits, there is little or no competition for the NHS, therefore there ought to be other reasons for their various forms of branding. A significant example of the essence of branding for the NHS is their association with life saving ventures such as safe sex practices and â€Å"quit smoking† campaigns (Lecturer’s Note 2006),. The various steps taken by the NHS to encourage safe sex practices through the television and newspaper adverts ensure that t hey are easily associated with any life saying adverts and their â€Å"NHS† brand once seen on TV means a life saving advert is coming on. Even though, this is not fore the sake of making profits but people start taking them more seriously, likewise what they preach, thereby achieving the ultimate goal of saving lives (Lecturer’s Note 2006). Like the private companies, they spend some money on adverts and branding but more emphasis is on profit making by the private companies than the public companies. Essentially, branding is a way of getting attention and developing a relationship with target audiences and this is especially important for public organizations with little or no aim of profit making. The competitiveness brought about by branding in the public sector is therefore targeted at getting audiences rather than making more profits than private companies (Colyer 2006). Furthermore, branding for non-profit making organizations is as important as those for private and public organizations albeit with a slightly different aim and approach. The aim of competition is as important for non-profit making organizations as it is important for private organizations. Branding here is therefore aimed at building a better relationship with supporters, thereby establishing greater trust in the organization. Interestingly, it may be surprising to find out that competition among non profit making organizations such as various charities may be as fierce as private organizations. This competition is however aimed at making one’s charity the most important in the minds of the people than other charities. For example, the impact of branding by the NSPCC may be the outstanding factor that determines if to donate money to them rather than the heart foundation. Similarly, the charities we choose to support may be borne out of the fact that a significant aspect of i ts branding appeals to us more than other types (Lecturer’s Note 2006). While most charities aim to save lives, the branding may be geared towards making the life saving purpose more urgent than others. The different Tsunami charities set up in 2004 after the Tsunami tragedy as part of their branding gave vivid views of devastating events in Asia as they set out to outdo one another in donations, even though they were for the same course. In this case, the competitive nature of branding may be said to be, to generate as much funds as possible for a similar course rather than for making profits (Mitchell 2005). Potential problems in raising brand awareness The power of a well-known brand name, supported by strong advertising, is so great (and long lasting) that 20 of the top 25 leading brands in 2005 were also among the top 25 in 2006. But companies are finding it increasingly difficult to attract the customer’s attention and create brand awareness because of the clutter of new products, brands, and advertising in the environment. Thus, approximately 90% of new products are pulled from the market within two or three years of their introduction. Most of them failed for lack of name recognition – consumers were just not aware of them (Morgan 1999; Bulkeley 1991). The risks of creating a new brand are so great that many companies are developing so-called line extensions. Rather than developing a new brand name, marketers are applying their existing, well-known brand name to new products. Red Bounty (with dark chocolate), Coca-Cola Light, and Ariel Colour are but a few well-known examples. Building name recognition can be very difficult and very expensive, especially for small companies. Market leaders often command budget upon 10 times greater than smaller companies. For instance, Nike and Reebok spend about $100 million. Coca-Cola and Pepsi-Cola can afford to spend hundreds of millions of dollars on extensive advertising campaigns (Pereira 1991). Get help with your essay from our expert essay writers Customer Factors Some customers like to seek variety in their experience; they get bored with the same product or life experience. Other customers like change and variety and are happy with old. The variety-seeking customers may switch from one brand to another, not because they are dissatisfied with the first brand’s performance and other values, but rather simply for the sake of change and variety. The more variety seeking a customer is, the less brand loyal he is likely to be (Sheth et al 1999). Conclusion In conclusion, the key to developing a brand vision is to assess the values of the organization, distil them into a vision and not tamper or interfere with the vision’s simplicity and power. Consistency and clarity are all-important. Coke forgot the strength and simplicity of its existing product values when it tried re-launching its much loved product under the banner of ‘New Formula’ (Coca cola Seminar Video 2006). Conversely, Mars understood perfectly its existing product values when it launched Mars ice cream on the back of the Mars bar. Design and presentation of the product flows from the values. Coherence is once again the name of the game. The presentation of the packaging, the use of the logo, the typeface all need to accord with the brand values and be internally consistent with Cost effectiveness (Nilson 1998; Kochan 1996). Nevertheless, it is clear that branding plays an important role in the private; public as well as non-profit sector. However, a com pany raise profit if it builds a strong brand name. The company can benefit if consumers buy its brand in preference to other brands, and it gains more benefits if this preference maintains for long periods. If customers perceive one brand as superior, then they become less sensitive to price. Rather, they will be willing to pay more for the brand they like. Such brand loyalty allows the company to charge more and thus generate healthy cash flows. It also makes it harder for competitors to enter the market. Building a brand has become concern for every business. Brands are, therefore, at the heart of marketing and business strategy. References Aaker, D. A., (1991), Managing Brand Equity: Capitalising on the Value of a Brand Name, New York: The Free Press Business Week, (2006), ‘The Worlds 10 Most Valuable Brands’, http://www.businessweek.com/magazine/content/01_32/b3744003.htm Colyer, E., (2006), ‘Branding in public’, http://brandchannel.com/features_effect.asp?pf_id=310#more Kochan, N., (1996), ‘The World’s Greatest Brands’ London: McMillan Business, 1996, pp. x-xi Kotler, P., (2003), Marketing Management, New Jersey: Prentice-Hall Lecturer (2006), ‘Lecturer’s handout and Coca cola Seminar video’ Birkbeck College Mitchell, B. (2005), ‘Make Poverty History – passion statement’, http://brandchannel.com/features_profile.asp?pr_id=249 Morgan, A., (1999), Eating the Big Fish, New York: John Wiley Sons, Inc Nilson, T. H., et al., (1998), Competitive Branding: Winning in the Marketplace with Value-Added Brands. Chichester: John Wiley Sons Nissim, B., (2004), ‘Nonprofit Branding: Unveiling the Essentials’, http://www.guidestar.org/DisplayArticle.do?articleId=833 Ourosoff, A., (1994), ‘Brands: What’s Hot? What’s Not?’, Financial World, Aug. 1994, pp. 240-55 Owen, S., (1993), ‘The Landor Image Power Survey: a Global Assessment of Brand Strength’, in Brand Equity and Advertising, ed. Aaker, D. A., et a. Hillsdale: Lawrence Erlbaum Associates Pereira, J., (1991), ‘Name of the Game: Brand Awareness’, The Wall Street Journal, 14 Feb. 1991, pp. B1, B4 Randall. G., (1997), Branding, London: Kogan Page Sheth, J. N., et al, (1999), Customer Behaviour: Customer Behaviour and Beyond. Fort Worth: The Dryden Press Stobart, P., (1994), Brand Power, London: The Macmillan Press Ltd

William and the Khans

With little gifts to bear, William is advised by the merchants of Constantinople that the captains and the Mongol Khans must be greeted with gifts, otherwise he will not be looked upon properly (William, p. 49). William embarked on this mission to deliver a letter on behalf of King Louis IX to Scratch, and to encourage conversion to Christianity. However, In his encounters with Scratch, Abate, and Managua Khan the purpose of his visit is misunderstood by a linguistic misinterpretation.Despite his allure to convert many people to Christianity, his letter is significant in presenting some of the educational and religious movements occurring within Europe, and the relations that were emerging through commerce In the thirteenth century. Rupee's growing emphasis on education would broaden the horizons of Christianity, and commerce created interconnectedness among cultures regardless of religious differences. Western Europe developed a growing desire for advancements In education during th e twelfth century.Places such as Toledo, spawn was â€Å"renowned as a center f learning where Muslims, Jews, and Christians freely intermingled† (Smith, Crossroads p. 414). After the Latin translations of Aristotle works began to enhance the method of thought towards the natural world, Pope Innocent Ill, along with the other popes of Rome, â€Å"placed Pearls schools of theology under their own supervision†, and recognized them as the first university (Smith, Crossroads, p. 414). The school's basis on Christianity was built on language of religion, translation of texts, and the notion of spreading Christian values.With driven by such educational ND religious values, William Informed King Louis IX that his letter had been translated into Arabic and Syrian, so that it could be interpreted for Scratch Khan (William, p. 105). To his misfortune, the lack of linguistic accuracy did not allow the letter to be delivered as he expected. From this mistake, he was sent to see Ab ate, who then sent him to see Managua Khan. Upon seeing Managua, William was Informed that Abate had sent a letter to Managua informing him that he had â€Å"asked for troops and aid from Scratch against the Saracens (William, p, 166). Pone hearing this, William as overcome with a sense of astonishment and annoyance toward what he believed to be a misinterpretation. However, during this period Europe was heavily involved In the Crusades, and a plea for assistance from King Louis IX by letter might have been a probability. Western European universities promoted a sense of support for the 1 OFF to be overcome to properly interact the religious teachings. Williams attempts, though futile, were agreeable with the church and universities in the spread of Christianity.Along the way to Khartoum, William encounters many people of diverse cultural ND religious backgrounds. Some of which include Muslims, Tibetan, Buddhists, and Insertion Christians. With such a willingness to allow the exist ence of other religious sects in the Mongolia Empire, there is a better sense of commercial mentality throughout the land. During this century, economic growth â€Å"was driven by rising agricultural productivity, population increases, and the expansion of markets, rather than revolutionary changes in industrial organization and technology' (Smith, Crossroads, p. 381).European benefactors that contributed to this growing immemorial environment include, innovations in navigation such as the nautical compass, Portland, and the astrolabe (Smith, Crossroads, p. 382). Intercultural commerce became interdependent and more efficient. In the sass's â€Å"the Mongol conquests dominate the history of Eurasia†, which allowed them to control many components of commerce along China, the Pacific Ocean, and the Mediterranean (Smith, Crossroads, p. 443). This reign in intercultural trade and commerce was expressed in the Mongol's excessive representation of pride in their culture, and apath y towards others.Before Williams encounter with Abate, he mentions that â€Å"they have risen so much in their pride, that though they may believe somewhat in Christ, yet will they no be called Christian, wishing to exalt their own name of Moll above all other† (William, p. 107). As a leading culture, the Mongols represent their religious and political dominance by moral expressions, and a vast control in agricultural trade around the time of Williams visit. The connections between Williams visit to Khartoum, and Rupee's new found sire for educational institutions can be drawn together by a desire for advancement.Just as educational acknowledgements in â€Å"Christian teachings, Summary Theological† were core ideas for progress in the overgrowing number of Universities, the spread of Christianity had a similar drive within European society (Smith, Crossroads, p. 414). Williams attempt to translate the French Kings letter was done in a hopeful effort to make it understa ndable to Scratch, and to show his acceptance of Christianity as suspected prior to the mission. Rather than converting Scratch, he as sent to see Abate, where his mission and efforts of conversion continued.Williams experience throughout his Journey was one of constant struggle. He was thoroughly misunderstood by the Mongolia people, and was looked down upon at various times. During this period the Mongolia Empire had a sense of superiority for their culture, which was a reflection of their successes. Controlling and preserving China's â€Å"agriculture way of life would generate far greater rewards†, and would allow them ample opportunities in the trade market (Crossroads and Cultures, p. 42).Despite Williams detailed recollections, the events and circumstances that surrounded him superseded the importance of a single friar on a conquest to covert people into Christians. Following his Journey, he noted that his efforts only allowed him to convert six people. Whether this ac count is truthful is unknown. His recollections must be taken as observations of a time period, rather than an when we observe how the outside world reacted towards the writer, we are able to get a better perspective of the time and context of discussion.

Details of Research Paper Samples Pdf

Details of Research Paper Samples Pdf The analysis of your data also have to be included. Give an explanation why your research is intriguing and how it is able to help your intended recipients. In order to generate sense of quantitative data, a dependable system of measuring and interpreting data have to be created. Also unlike the group of information by social scientists, large quantities of participants are usually necessary for the selection of information that could reveal meaningful trends or patterns. Research Paper Samples Pdf for Dummies Paraphrase the information which you want to have in your research paper. A research paper involves surveying a field of knowledge to be able to get the best possible info in that area. It contains a study that usually starts with the creation of a research paper outline. The methods utilized in quantitative research paper could be separated into three groups. Perhaps the main purpose of an authors rationale is the explanation of the way the project can bring about knowledge basic research that corrects or expands peoples understanding of earth andor to practice applied research that boosts the conduct of some element of life. Because most research advisers read through all your paper, it can readily be identified in case you have copy-pasted parts from your research and might offer you a terrible grade. As a student, you can write the ideal literature review once you've got a very clear outline. Publisher of a large number of qualitative research texts and mongraphs. For instance, the introduction and the conclusion is going to be provided to you. Logical research and documentation are required to supply a thriving research proposal. Dwelling just on the introduction is not a simple job. The very first chapter of the research is going to be centered on the introductory part with regard to the motivation of the employees. The Rise of Research Paper Samples Pdf You ought to be very motivated to find the appropriate samples since there are a selection of ways it can be of usage. To put it differently, its essential purpose is to summarize the principal ideas of the paper to be able to provide its readers with the comprehension of the discussed topic. Your primary concern must be to make sure that your materials are only introductory and your readers have been adequately considered. On the other hand there's not anything wrong with getting assistance from an excellent consultant on the proper outline format. The Dirty Truth on Research Paper Samples Pdf In a nutshell, you ought to be in a position to present and thoroughly describe what each major section is centered on. Exactly like in books advertised online, only certain parts of the paper is going to be exposed. You also understand how to transition from 1 section of the paper to another. Avoid simply copy and pasting different elements of your pap er in your summary. The Advantages of Research Paper Samples Pdf A couple are still students. Students often get confused when it has to do with writing literature review. Usually, they are on a tight budget, so they're searching for cheap research papers to order. Our samples are intended to set you apart by aiding you to write superior papers and essays. As stated earlier here are a few sample outlines for research papers. The sample essay outline samples are useful for a big amount of people chiefly those who want to compose an essay on a particular topic. Journal critiques analyze a number of topics. The writers at Paper Masters is going to do precisely what you need researched. The 5-Minute Rule for Research Paper Samples Pdf It's also important that you know the source of these term papers. The Party makes the life span of Proles so poor they do not have desire and time to assess new ideas. Sample term papers ought to be strictly weighed side by side with the matter of plagiarism. In this procedure, you will need to sift what's nice and relevant from what is irrelevant to your term paper. Take be aware that although it's supplied for free, you can wind up paying for it if you're idle. Taking into consideration the subject of your assignment, its degree of difficulty or length, our certified term paper writers have all the needed skills to create an outstanding project. You will also need to verify that each idea you set into your term paper could be verifiable.

Nelson Mandelas March to Liberty - 1440 Words

Nelson Mandela’s March to Liberty Throughout history, epic heroes, ranging from people of all different races and from all corners of the world shaped the world, to how it stands today. Most people look up to role models in their lives to model after, and strive to be one. Nelson Mandela, one such hero of his time in the 20th century, wanted to help his country of South Africa advance and not shut down, and fall into despair. During the 1960s, Mandela, overcame the wrathfulness of the white government officials of South Africa. He helped make the common man, into a resourceful person who desires to make his country a better place to live in. Epic heroes in literature often help their homeland to become better place to live in, even if it hurts them in the process. Mandela shortly after becoming a rebellion leader was arrested and jailed for twenty seven years after he tried to help his country against the South African government. He tried to help the common man because the go vernment took away most of the basic rights of freedom South Africans held. Mandela helped his country of South Africa by, staying strong for his country, becoming a national hero for the South Africans, and caring for them throughout the hardest parts of his life and their life too. When Mandela was born in July 18th, 1919, he was the son of a privileged chiefly son. He was allowed to go to school, and become educated, which only a small number of people had the opportunity to do so. Even thoughShow MoreRelatedNelson Mandela, A Brief History and Impact2207 Words   |  9 PagesMEETING THE GREAT MAN Nelson Mandela 1918-2013 â€Å"I have fought against white domination, and I have fought against black domination. I have cherished the ideal of a democratic and free society in which all persons live together in harmony and with equal opportunities. It is an ideal which I hope to live for and to achieve. But if needs be, it is an ideal for which I am prepared to die.† Nelson Mandela was born on July 18, 1918 in a royal family of a tribe in a South African village in MvezoRead MoreA Comparison of Dr. Kings I Have a Dream Speech and Mandelas Glory and Hope Speech1347 Words   |  6 PagesI Have a Dream and Glory and Hope were two speeches given, respectively, by Dr. Martin Luther King, Jr. and Nelson Mandela at times of great need; at times when ignorance and racially-based hubris intertwined themselves in the sparse gaps of human understanding. At first glance, the facets of humanity and blanket tranquillity seem to be in natural accord. Philosophers have struggled with the reason behind the absolute absence of peace as everybody, by definitions both classical and modern, longsRead MoreOpposition to Apartheid1631 Words   |  7 PagesSouth African Trade Unions, women, and select individuals such as Nelson Mandela, act as but a few examples of both active and passive resistance to the Apartheid which ultimately led to its downfall and the ushering in of a new era of cooperation amongst all South African peoples. The African National Committee, first established in 1912, campaigned on a platform of unity for all Africans for the sake of civil rights and liberties. After the rise to power of the National Party and declarationRead MoreSocial Movement Synopsis Of Mahatma Gandhi3401 Words   |  14 Pagespurify people. He felt that leading a simple life made up of labor, prayer, good health habits, and abstinence from worldly pleasures could change society for the better. Gandhi’s led a civil disobedience movement in 1930 that is known as the Salt March. This act of civil disobedience was unsuccessful in securing India’s independence, but was able to unite the people of India under the leadership of the Indian National Congress. It also assisted in the collapse of the British Empire in India and indicatedRead MoreInternational Management67196 Words   |  269 Pages70 percent of Facebook users are outside the United States. More than 70 translations are available on Facebook. †¢ †¢ †¢ Two-thirds of comScore’s U.S. top websites and half of comScore’s Global top 100 websites have integrated with Facebook. On March 15, 2010, Heather Dougherty of Hitwise Intelligence reported that Facebook outpaced Google to become the most visited website in the U.S. during the previous week. That same day, Daniel Nations of About.com released a ranking of the top 10 mostRead MoreDeveloping Management Skills404131 Words   |  1617 Pagesmy decision became a headline in the local newspaper? Would I feel comfortable describing my actions or decision to a customer or stockholder? ⠝  Golden rule test: Would I be willing to be treated in the same manner? ⠝  Dignity and liberty test: Are the dignity and liberty of others preserved by this decision? Is the basic humanity of the affected parties enhanced? Are their opportunities expanded or curtailed? DEVELOPING SELF-AWARENESS CHAPTER 1 73 ⠝  ⠝  ⠝  ⠝  ⠝  ⠝  Equal treatment