Philosophy Voluntary Euthanasia Term Paper Example | Topics and Well Written Essays - 2000 words

Philosophy Voluntary Euthanasia - Term Paper Example â€Å"It’s not life. I’m already dead† said 43 year old Diane Pretty, the mother of two who wanted assistance to die (Barclay, 2002). Diane Pretty was suffering from motor neuron disease and her ‘life expectancy’ as identified by the doctor was â€Å"very poor†. (Verkaik, 2002) She wanted a dignified death for herself. Owing to the distressful life she was leading where her words could only be interpreted as grunts, she along with her husband filed a petition in the court to prevent Brian, her husband from any prosecution if he assisted her in committing suicide. Julie, the mother of Dianne even wanted her to have a peaceful death said, â€Å"I have watched everything go and now I am hoping she will have a peaceful death. You know I’d like someone to give her a pill or an injection† (Barclay, 2002). The court did not provide Brian with immunity and the illness took its expected course resulting Diane Pretty’s death in the hospital under the conditions, which she had wanted to avoid (Tulloch, 2005, p.89). On the moral grounds the result against the petition was a disrespect shown to the individual autonomy of a rational human being and against her free will. Free will and voluntary euthanasia The free will of Dianne was questionable under the ethics of philosophy whether such an action taken by her would justify her on the moral grounds. Considering some of the major characteristics which have been attributed to the almighty by different religions come down to one notion that is the omnipresent of God and that the Almighty has no limit. If that is true then God possesses the knowledge about human actions and the almighty governs the thoughts of individual hence the decision taken by human beings are always guided by the will of the almighty. The free will of a human being must be respected and her autonomy to take decisions must be honored. (Waller, 2008, p.197) Thus on the moral and ethical ground it can be argued that the willingness to die expressed by Dianne to avoid the death of indignity and the distressful condition which she was going through can be justified. Voluntary Euthanasia and Utilitarianism The utilitarian approach specifies that the act like stealing which is termed as immoral is not essentially right or wrong, they are of the opinion that the rightness and the wrongness of any action depend upon the non normal goods like pleasure or happiness or health or knowledge or satisfaction which is derived while being in the action. Hence arguing whether the act is right or wrong is not easy; sometimes the simplest act has the most complicated outcomes. (Waller, 2008, p.52) The utilitarian rules examine the possible regulations on the basis of the expected utility. Euthanasia, also termed as mercy killing, which is an act that involves the intentional killing of an individual who is entirely dependent upon other for the life support and facing a life of distress. In th e case of Dianne Pretty the 43-year woman who was totally dependent on others for her life support the act of her to have a dignified death cannot be taken as against the ethics. The issue is that of a voluntary euthanasia, which is carried out as the person, himself or herself requests for it. The utilitarian approach focuses on the utility that an individual derives from an act. The Hedonistic utilitarian argues in the favor of the voluntary euthanasia. Voluntary euthanasia arises from a critical situation where the person’s existence in pain brings more suffering for the person herself and the people watching her in that situation. In such a situation where the very existence of the person brings distress and anguish for himself or herself, voluntary euthanasia is justified. (Telfer, n. d) Peter Singer being a utilitarian himself argues that if the future life of the human being who wants to take the aid of euthanasia to end her life has more negative impacts than the posi tive impacts then killing can be justified than

Smart Home For The Aged Literature review Example | Topics and Well Written Essays - 10000 words

Smart Home For The Aged - Literature review Example The present smart home designs have shifted their focus from automating the physical activities of the elderly to the disciplining of their minds. They have turned into persuasive agents that focus much of their attention on making the elderly self-sufficient from their home space. Smart homes for the elderly focus on the management of everyday activities. Even though efficient, the act of delegating the management of household tasks to intelligent technological agents is set to experience a few vulnerabilities. Population aging is a common issue affecting most parts of the world. In fact, the generation of people aged 60 and above is expected to rise to surprising levels in the next few decades. The same age group makes up close to 11% of the total population in the world (Miller, 2012). The latest estimates indicate that over 22 percent of the population across the world will constitute those above 60 years of age by 2050 (Harper, 2003). The extraordinary pattern of expected changes has elicited a lot of concern in various countries due to a number of reasons. One major reason is that the elderly generation produces and contributes little to the economy as compared to the working-age population. Thus, the rate of economic growth is expected to be slow since a greater population will consist of the older generation. Another reason for alarm is that a greater segment of the population consisting of the elderly will require much support from the smaller percentage of adults who are economically active. Lastly, the elderly population will impose a huge burden on the economy due to their large number. The elderly need more medical care as compared to the younger generation and this can be expensive to the economy (Harper, 2003). However, the issue is of major concern to many countries across the world. The paper considers how the introduction of smart

Cloning in Plants And Animals

Cloning in Plants And Animals What is cloning? Cloning is a process carried out in a laboratory by which a genetically identical organism can be made through non-sexual means. How it started? In February 1997, when embryologist Ian Wilmut and his colleagues at Roslin Institute in Scotland were able to clone a lamb, named Dolly. Who are cloned? Both plants and animals can be cloned. Plant Cloning is an ancient form of producing desired outcomes in plant species. Animal Cloning is the process by which an entire organism is reproduced from a single cell taken from the parent organism and in a genetically identical manner. This simply means the cloned animal is an exact duplicate in every way of its parent; it has the same and exact DNA. What does it involve? For different purposes there exist different extents of cloning such a molecular cloning; the process of making multiple molecules, cellular cloning, which can be further divided into unicellular cloning; in which you derive a population of cells from a single c ell, and Cloning in stem cell research; used to create embryos for research or therapeutic purposes, and the most complex type of cloning is organism cloning; it refers to the procedure of creating a new multicellular organism, genetically identical to another. Is cloning advantageous or disadvantageous? Cloning has both advantages and disadvantages to human beings. Advantages may include the creation of human beings that can be used to study human development and to potentially treat diseases. Disadvantages may include the lack of diversity of organisms and the hindrance of evolution. Why clone, and why not to clone? The ethics of cloning has become a great issue. Scientifically speaking, cloning can be the solution to problems associated with organ transplants that can benefit human health, and can also help in great yield production of healthy crops. But, ethically speaking the bible states that a new individual should be born from a husband (which provides the sperm) and a wife (which provides the egg), therefore by cloning one will blunder the world of God for it involves asexual reproduction of organisms. Cloning has indeed been the subject of scientific experiments for years but it was first known to be successful in 1997 when, after about 277 eggs used, the first cloned mammal Dolly was born. In the United States, the human consumption of meat and other products from cloned animals was approved by the FDA on December 28, 2006, with no special labeling required. CONCEPT AND SIGNIFICANCE Cloning can have slightly different meanings depending of the specific field one is studying. In general Biology cloning refers to the process of production of similar populations of genetically identical individuals that occur in nature when organisms such as bacteria, insects or plants reproduce asexually. In Biotechnology cloning refers to the process used to create copies of DNA fragments, cells, or organisms. Cloning has two main branches. They are Plant Cloning and Animal Cloning. Plant Cloning is an ancient form of producing desired outcomes in plant species. For farmers plant cloning is used to duplicate the success of good plants, and rich crops with very high yields. Plant cloning is easier than using seeds to generate new plants because the duplication of desired genes is rapid and the grower knows the type and quality of plant he would be growing since the new plant can be created from just a twig. Animal Cloning is the process by which an entire organism is reproduced fr om a single cell taken from the parent organism. This new organism is genetically identical; the exact duplicate in every way including DNA, to the parent organism. Animal cloning can be done both for reproductive and non-reproductive or therapeutic purposes. In the second case, cloning is done to produce stem cells or other such cells that can be used for therapeutic purposes, for example, for healing or recreating damaged organs. Cloning can happen both naturally and in the lab. Natural forms of cloning can include asexual reproduction in certain organisms such as bacteria and also in the development of twins from a single fertilized egg. Cloning can be done in the labs; an example would be the process of nuclear transfer of embryonic cells which leads to the production of cloned mammals. Cloning is divided into three major compartments, they are; molecular cloning, cellular cloning, and organism cloning. Molecular Cloning is the process of making multiple molecules. It is used to amplify DNA fragments containing whole genes, but can be used to amplify any DNA sequence such as promoters, non-coding sequence and randomly fragmented DNA. It is used for biological experiments and practical applications ranging from genetic fingerprinting to large scale protein production. Cellular Cloning has two subgroups; unicellular cloning and cloning in stem cell research. Unicellular cloning occurs in organisms such as bacteria and yeast; these processes are simple and only require inoculation of the appropriate medium for them to derive a population of cells from a single cell. For stem cell research, Somatic-cell nuclear transfer is  used to create embryos for the research and therapeutic purposes. This is called research cloning and its goal is to harvest stem cells that can be used to study human development and to potentially treat diseases such as Diabetes and Alzheimers. Organism Cloning refers to the procedure of asexually creating a new multicellular organism, genetically identical to another. Successful animal cloning, in particular cloning from an adult animal, one knows exactly how the clone is going to turn out. This becomes especially useful when the whole intention behind cloning is to save a certain endangered species from becoming totally extinct. ACTUAL PROCESS Animals: Molecular Cloning which is the cloning of any DNA fragment can be divided into the following different steps: Fragmentation breaking apart a strand of DNA Ligation gluing together pieces of DNA in a desired sequence Transfection inserting the newly formed pieces of DNA into cells Screening/Selection selecting out the cells that were successfully transfected with the new DNA. Unicellular Cloning of organisms is performed using a culture technique which involves the use of cloning rings. In this technique: A single-cell suspension of cells that have been exposed to a mutagenic agent or drug used to drive selection is plated at a high dilution to create isolated colonies; each arising from a single and potentially cloned distinct cell. At an early growth stage when colonies consist of only a few of cells, sterile polystyrene rings (cloning rings), which have been dipped in grease are placed over an individual colony and a small amount of trypsin is added. Cloned cells are collected from inside the ring and transferred to a new vessel for further growth. Somatic-Cell Nuclear Transfer is used to create embryos for research and therapeutic purposes. The SCNT process to create embryos for stem cell research is: First, the collection of cells from the organism that will be cloned, the cells can be used immediately or can be stored in the lab for later use. The maternal DNA from an oocyte is removed at metaphase II. The nucleus can then be inserted into an egg cytoplasm. This creates a one-cell embryo. The grouped somatic cell and egg cytoplasm are then introduced to an electrical current. The sexual energy allows the cloned embryo to begin development. The successfully developed embryos are then placed in surrogate recipients. Organism Cloning the procedure of creating a new multicellular organism, genetically identical to another is achieved by: The transfer of a nucleus from a donor adult cell (somatic cell) to an egg that has no nucleus. When the egg begins to divide normally it is transferred into the uterus of the surrogate mother. An example of the first mammal to be successfully cloned from an adult cell is Dolly, a Finn-Dorset ewe. She was cloned at the Roslin Institute in Scotland. Dolly was formed by taking a cell from the udder of her biological mother. Her embryo was created by taking the cell and inserting it into a sheep ovum. The embryo was then placed inside a female sheep that went through normal pregnancy. She lived for 6 years, from 1996-2003. There were early claims that Dolly the Sheep had pathologies resembling accelerated aging, but other researchers, including Ian Wilmut who led the team that successfully cloned Dolly, argue that Dollys early death due to respiratory infection was unrelated to deficiencies with the cloning process. In amphibians the ultimate test of whether the nucleus of a differentiated cell has undergone any irreversible functional restriction is to have that nucleus generate every other type of differentiated cell in the body. If each cells nucleus is identical to the zygote nucleus, then each cells nucleus should be totipotent (capable of directing the entire development of the organism) when transplanted into an activated enucleated egg. Before such an experiment could be done, three techniques for transplanting nuclei into eggs had to be perfected: a method for enucleating host eggs without destroying them; a method for isolating intact donor nuclei; and a method for transferring such nuclei into the host egg without damaging either the nucleus or the oocyte. Plants: The process of cloning a plant is relatively easy compared to that of animals. Simply: Trim a piece of the root from a plant. Supply it with nutrients and plant it in soil. The resulting growth will be identical to the original plant. BENEFITS TO HUMANITY Economically, cultivating existing plants with good yields ensures that farmers will most likely get an identical yield from that new plant, providing similar situations are sustained. Through the process of cloning, the University of Arkansas states that a number of different varieties of foods, such as grapes and oranges without seeds, have been created that consumer prefer over traditional plants. Cloning can save endangered species. On January 8, 2001, scientists at Advanced Cell Technology, Inc., announced the birth of the first clone of an endangered animal, a baby bull gaur (a large wild ox from India and Southeast Asia) named Noah. Noah died of an infection unrelated to the cloning procedure. But this experiment served as prove to show that they can bring back endangered species. Research Cloning or Therapeutic Cloning can harvest stem cells that can be used to study human development and to potentially treat diseases such as Diabetes and Alzheimers. In the case of the Alzheimers disease, the nucleus from a skin cell of the patient is placed into an empty egg. The reprogrammed cell begins to develop into an embryo because the egg reacts with the transferred nucleus. The embryo will become genetically identical to the patient. The embryo will then form a blastocyst which has the potential to become any cell in the body. Other Potential Medical Benefits of cloning include: the possibility that we will learn to renew activity of damaged cells by growing new cells and replacing them, the creation of humans with identical genetic makeup to act as organ donors for each other, cloning allows the study of cell differentiation, and cloning also gives sterile couples the ability to have offspring that will have either the mothers or fathers genetic pattern. DISADVANTAGES OF CLONING In a large percentage of cases, the cloning process fails in the course of pregnancy or some sort of birth defects occur, for example, as in a recent case, a calf born with two faces. Sometimes the defects manifest themselves later and kill the clone. This long lasting process before the success of cloning can lead to the extinction of little remains of DNA from extinct species if it is used with no successive results. Changes in genomes may not only result in changes in appearance, but in psychological and personality changes as well. In plants; cloning limits diversity which makes the plants more susceptible to diseases and pests. Possible potential harms and disadvantages are: the possibility of compromising individualities, the loss of genetic variation, technology is not well developed; it has low fertility rate; in cloning Dolly, 277 eggs were used, 30 started to divide, nine induced pregnancy, and only one survived. ETHICAL ISSUES Although most scientists consider the process of animal cloning as a major breakthrough and see many beneficial possibilities in it, many people are uncomfortable with the idea, they say it is against nature and it is ethically damning, particularly in the instance of cloning human beings. One of the main goals of the government is to protect human life. Some people want the government to regulate cloning and not allow it. Producing clones for research or to use their parts is unethical. It would be against the code of ethics of a doctor to harm a clone (i.e., use it for an organ transplant). The clone would be a human being and deserve all the rights and privileges that a non-cloned human has.   A clone should not be a second-class citizen. It is speculated that clones would be considered as such. The American Medical Association holds four points of reason why cloning should not take place. They are: there are unknown physical harms introduced by cloning, unknown psychosocial harms introduced by cloning, including violations of autonomy and privacy, impacts on familial and societal relations, and potential effects on the human gene pool. Serious ethical concerns arise by the future possibility of only harvesting organs from clones. Some people have considered the idea of growing organs separately from a human organism in doing this; a new organ supply could be established without the moral implications of harvesting them from humans. Research is also being done on the idea of growing organs that are biologically acceptable to the human body inside of other organisms, such as pigs or cows, then transplanting them to humans, a form of Xeno-transplantation. From a Latter-day Saint point of view, the Proclamation on the Family clearly does not agree with cloning. The Proclamation states: We . . . declare that God has commanded that the sacred powers of procreation are to be employed only between man and woman, lawfully wedded as husband and wife. We declare the means by which mortal life is created to be divinely appointed. We affirm the sanctity of life and of its importance in Gods plan. In other words, the power to create humans is only to be used in a marriage between husband and wife. Cloning only involves one parent, therefore it is not following Gods plan in which a mans sperm and a womans egg are needed to create life. CONCLUSION Cloning is the process of creating a copy of a biological entity. In genetics, cloning refers to the process of making an identical copy of the DNA of an organism. Cloning is an established process today, which holds the promise of repopulating endangered and even extinct animals. Cloning can revolutionize the world and the way we live. Animal cloning has been one of the greatest frontiers scientists have conquered. However, there are various ethical and scientific issues related to cloning that have been debated. Foods from healthy cloned animals are deemed safe to eat. In recent years, there has been a shoot of new laws banning or regulating cloning around the world. In some countries, animal cloning is allowed, but not human cloning. Some advocacy groups are seeking to ban therapeutic cloning, even if this could potentially save people from many debilitating illnesses.

Physics of Bowling Essays -- physics bowling sport sports

Aside from being one of the most accessible (and best!) sports out there, many aspects of bowling can be expressed with physics. Achieving maximum power, throwing a hook ball, and getting good pin action can all be broken down into physics issues and represented with equations. I will cover four aspects of bowling that can be explained with physics terms and show you how to use this knowledge to optimize your game. Gravitational Potential Energy Depending on the height from which the bowler drops the bowling ball, the ball will have a certain amount of potential energy. If the bowler bowls with a straight ball, the potential energy of the ball will not affect their game very much. It will, however, draw attention to the bowler when they drop the ball sufficiently high as to broadcast sonic reverberations of the ensuing lane-punishment for the rest of the bowlers to hear (and laugh at). Thus, it is in the straight-ball bowler's best interests to keep the ball as close to the lane as possible upon release. Bowlers who bowl with a hook-ball have even more at stake. The more potential energy the ball has upon release, the longer it will bounce as it travels down the lane. This translates into less opportunity for a hook-ball to catch friction against the lane. Remember, the horizontal velocity is independent of the vertical velocity, hence (assuming the ball is always thrown with a force parallel to the horizon) the ball will take the same amount of time to reach the pins, regardless of how much time it spends airborne. Direction of the Initial Force For maximum impact, the bowler must release the ball with a force perfectly parallel to the horizon. Since the horizontal velocity is independent of the vertical velocity, an... ... an elastic collision. The pins bounce against one another because their momentum is conserved during the collision(s). To achieve the most pin action, the bowler must put plenty of energy into the system and also find a direction of impact to efficiently distribute the kinetic energy. During pin action, some of the energy is transformed into sound. If the bowler's throw produces a single, loud *dink* sound, they are hearing the audible period punctuating their failure of a throw. On the other hand, if the bowler's throw produces a sound not unlike a marble statue being clubbed to death, this means two things. First, there must be lots of pin action to be producing all of those collision sounds; second, the bowler is very strong, has thrown the ball parallel to the horizon, and has hit the pins at an angle capable of distributing the kinetic energy efficiently.

Implement Marketing Strategies

BSBMKG514A Implement and monitor marketing activities [ Revision Number: 1 ] BSBMKG514A Implement and monitor marketing activities Modification History Not applicable. Unit Descriptor Unit descriptor| This unit describes the performance outcomes, skills and knowledge required to implement marketing activities described in a marketing plan, to monitor their effectiveness in meeting organisational marketing objectives, and take actions to improve marketing performance. No licensing, legislative, regulatory or certification requirements apply to this unit at the time of endorsement. | Application of the UnitApplication of the unit| This unit applies to individuals working in marketing management positions who are responsible for implementing and monitoring organisational marketing strategies. In this role they would usually lead and coordinate a marketing team, implement the marketing plan, monitor the performance of marketing strategies and evaluate their effectiveness. They also invol ve team members in identifying improvements to marketing strategies and formulating recommendations for future marketing activities. | Licensing/Regulatory Information Not applicable. Pre-Requisites Prerequisite units| | | | | | | |Employability Skills Information Employability skills| This unit contains employability skills. | Elements and Performance Criteria Pre-Content Elements describe the essential outcomes of a unit of competency. | Performance criteria describe the performance needed to demonstrate achievement of the element. Where bold italicised text is used, further information is detailed in the required skills and knowledge section and the range statement. Assessment of performance is to be consistent with the evidence guide. | Elements and Performance Criteria ELEMENT| PERFORMANCE CRITERIA| 1. Implement marketing strategies and tactics| 1. 1.Brief stakeholders who participated in the marketing planning process on their implementation roles and responsibilities 1. 2. Id entify and brief marketing and non-marketing personnel critical to the success of the marketing plan, on the objectives of the plan, performance measures, and their roles and responsibilities1. 3. Prioritise marketing strategies and identify resources for their implementation, in accordance with organisational requirements1. 4. Implement communication and team building strategies to ensure that personnel responsible for each element of the marketing mix work together to meet the organisation's marketing objectives1. . Implement strategies for monitoring marketing activities and analysing marketing performance, in accordance with the marketing plan| 2. Monitor marketing strategies and tactics| 2. 1. Monitor and implement promotional activity against communication objectives in the marketing plan2. 2. Monitor product, pricing and distribution decisions against organisational policy and the objectives of the marketing plan2. 3. Monitor marketing results against targets in the marketing plan2. 4. Monitor marketing revenue and costs against budget, and analyse record variations 2. . Prepare and present marketing reports that indicate ongoing progress towards marketing objectives| 3. Evaluate and improve marketing performance| 3. 1. Regularly assess marketing performance against objectives3. 2. Identify opportunities for improvement through discussion with customers and personnel responsible for each element of the marketing mix3. 3. Change business practices in line with changing customer requirements to maintain business relevance and viability3. 4. Document recommendations for improvement in accordance with organisational requirements3. 5.Communicate changes to marketing objectives and targets with relevant stakeholders, to facilitate implementation| Required Skills and Knowledge REQUIRED SKILLS AND KNOWLEDGE| This section describes the skills and knowledge required for this unit. | Required skills| culturally appropriate communication skills to relate to people from diverse backgrounds and people with diverse abilitiesliteracy skills to prepare complex reports on marketing performance numeracy skills to analyse marketing performance, revenue and cost teamwork skills to manage a marketing team. | Required knowledge| rganisational strategic and marketing objectives, plans and performance measuresprinciples of the marketing mixkey provisions of relevant legislation from all forms of government, codes of practice and national standards that may affect aspects of business operations such as:anti-discrimination legislation and principles of equal opportunity, equity, and diversityethical principlesmarketing codes of practice and conduct such as the Australian Direct Marketing Association (ADMA) Direct Marketing Code of Practiceprivacy lawsTrade Practices Act. | Evidence Guide EVIDENCE GUIDE|The Evidence Guide provides advice on assessment and must be read in conjunction with the performance criteria, required skills and knowledge, range statemen t and the Assessment Guidelines for the Training Package. | Overview of assessment| | Critical aspects for assessment and evidence required to demonstrate competency in this unit| Evidence of the following is essential:successfully implementing marketing strategies identified in an organisation's marketing plancoordinating personnel involved in conducting marketing activitiesmonitoring, evaluating and reporting on marketing ctivities against defined objectivesmodifying marketing activities in line with new or emerging trends. | Context of and specific resources for assessment| Assessment must ensure:access to office equipment and resourcesaccess to organisational and marketing strategic plans. | Method of assessment| A range of assessment methods should be used to assess practical skills and knowledge.The following examples are appropriate for this unit:analysis of responses to case studies and scenariosassessment of written reports on marketing performancedirect questioning combine d with review of portfolios of evidence and third party workplace reports of on-the-job performance by the candidateobservation of team management activitiesobservation of presentations on marketing performance reportsoral or written questioningreview of authenticated documents from the workplace or training environmentreview of testimony from team members, colleagues, supervisors or managers. Guidance information for assessment| Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended, for example:other marketing units. | Range Statement RANGE STATEMENT| The range statement relates to the unit of competency as a whole. It allows for different work environments and situations that may affect performance.Bold italicised wording, if used in the performance criteria, is detailed below. Essential operating conditions that may be present with training and assessment (depending on the work situation, needs of the candidate, accessibility of the item, and local industry and regional contexts) may also be included. Stakeholders may include:| Board of directorsfinance staffhuman resources staffIT staffmanagersmarketing personnelownersproduction staffsupervisors| Marketing may include:| business-to-business marketingdirect marketingideas marketingmarketing of goodspublic sector marketingservices marketingtelemarketing| Non-marketing personnel may include:| advertising personnelmanagerspublic relations personnelsales managersales teamstaffsupervisors| Resources may include:| financialhumanITphysicaltechnical| Marketing mix may include:| distributionlevel of servicepricingproduct or service variables such as:designqualityrangesafety featurestechnical featurespromotion| Unit Sector(s) Unit sector| | Competency field Competency field| Business Development – Marketing| Co-requisite units Co-requisite units| | | | | | | |

Dove: Evolution of a Brand

Dove should employ a strategy that takes full advantage of building an emotional connection with its target customers. Dove’s target customers are women. Women are 50% of the world’s population, and they are the key decision-makers for soap purchases in most households. Dove has already made clear that its target is women through it Campaign for Real Beauty. Dove needs to expand on its brand image through use of the internet, including social media. Dove needs to continue to differentiate itself from competitors. Dove is not just a soap, not just a moisturizer, not just a set of products.Dove has a very important socio-political constituency it seeks to represent as a brand. That constituency is all people, especially women, who want to change the standard image of beauty portrayed in the media and develop a new and far more diverse standard. Dover isn’t about making women feel more beautiful; Dove is about making more women feel beautiful. It positions itself as the brand that celebrates women and their diversity of beauty while helping them achieve their personal ideal of self-beauty through use of its high quality products. Dove needs to continue with its bold strategy which goes completely against the grain.The strategy of portraying the messages/point of view of the consumers as opposed to the message of the brand/company. Allow the brand to become what the target consumer says it is. In other words, allow the brand to represent the unified voice of women as much as possible around the idea of beauty. This bold strategy brought Dove a lot of attention worldwide and kept it in the media, including heavy attention on the worldwide web. Regarding the internet, it is thanks to the internet that Dove’s brand image and message(s) can spread like wildfire very rapidly around the globe.The internet presents an amazing opportunity for brand managers to promote their brand to their target consumers almost instantaneously through a number of different media formats and outlets. And, it allows the customer to interact with the brand in ways that did not exist before the internet. This customer interaction is very key to Dove’s ongoing brand strategy†¦when people feel involved, they develop a greater sense of ownership of or commitment to a brand. The brand identity can really begin to represent personal identity. And, I think that is what Dove wants.Dove wants women to see Dove products as part of their personal identity because they are proud to use Dove products due to its brand identity standing for what they personally stand for. Brand strategy is the how, what, when, and to whom you plan on communicating your product or service. Having a clear and concise brand strategy leads to stronger overall brand equity — how people feel about or perceive your product, and how much they are willing to pay for it. A company or product’s brand is what customers perceive about the company/product.And, the brand message needs to be consistent whether it is sent out through traditional media or over the internet. As a tactic using the internet, Dove can use the power of audiovisual imagery to paint Dove’s brand image and share it with millions of people instantly. YouTube, Google Video, Facebook, etc are all powerful tools where people consume media, comment on it and share it. Dove should use its consumers in its videos†¦ ordinary women. And, it should use compelling stories and messages to support its brand message of Real Beauty.And, it should encourage â€Å"word-of-mouth† spreading of these images and message. In other words, Dove can tap into the power of viral marketing to boost its brand awareness and solidify its consistent brand image. Its basic message is that 1) Dove products are high quality beauty care products for women who are all beautiful in their own way, 2) Dove products supports all women in realizing and achieving their ideal personal image of beauty, 3) Dove rejects the current singular standard of beauty portrayed in mass media as too narrow and destructive to women as a whole.Dove should have contests as well as rewards for its loyal customers who engage with the brand through social media and on official Dove websites. Everyone likes gratitude. And, companies should show gratitude towards their supporters. This will lead to greater brand loyalty. And, the online involvement can be so effectively but inoffensively intrusive into customer’s lives. For example, Lay’s Potato Chips ran an incredible contest over Facebook for customers who were challenged to create the next Lay’s flavor.It was a huge success by all accounts. Everyone I knew had heard of the contest and had participated by submitting ideas or sampling the top 3 flavors once they arrived in stores. The winner received $1million. The idea and execution were brilliant. And, Facebook was the platform. Dove can do this sort of thing as wel l or Facebook, Instagram, Twitter, YouTube, etc. I believe video contests would be most effective for Dove because of the power of that medium to share the voice and image of women in their natural state.Dove can also even engage celebrities in this effort to boost the attention and appeal†¦ celebrity women in their natural state without airbrushing and heavy makeup. Dove already has positioned itself very well to differentiate itself from its competitors and to target a large key customer segment. It now needs to take advantage of that position and further engage the emotional connections of its customers to build great brand loyalty.