Psychological Theories essays

Mental Theories articles 1. Select the three of the seven schools of mental hypothesis: 1) thoroughly analyze the one hypothesis you believe is the most sensible to the next two speculations, and 2) clarify the sociocultural point of view as talked about in your content. Subsequent to mulling over, the seven hypotheses in Psychology today, I have seen that the social point of view appears as the most attainable to me. Ecological components are basic with regards to the explanation behind ones conduct, and is basic while deciding the reason for conduct and adjusting issue conduct. An extra hypothesis, which I accept is intently like this viewpoint, is the psychoanalytical hypothesis, which was established upon the way of thinking of Sigmund Freud. This hypothesis considers the youth encounters and how that may influence conduct today. The natural point of view looks at the job that organic and hereditary procedures play in conduct today. Numerous reasons for issue conduct might be acquired and present during childbirth and may not be because of some other ecological or social components, as per this hypothesis. Falling under the field known as Neuroscience, this point of view takes a gander at the job of substance adjusts and awkward nature and the si gnificant part they play in conduct. Both the psychoanalytical and social hypotheses investigate internal at specific elements not at all like the conduct hypothesis, which watches out into the environmental factors and its belongings, with the goal that we can comprehend the reasons for specific practices and build up approaches to adjust them. I for one would gather that condition is a basic displaying factor in the turn of events and reason for conduct. All things considered, youngsters display and mirror the practices that they are appeared and exposed to. The sociocultural point of view analyzes the jobs that culture and society play on a conduct. It takes a gander at how one may, feel, think, or carry on in certain social settings. As per... <!

Strategic Leadership Essay example -- Business Management Studies

Key Leadership The main thing harder than being a key head is attempting to characterize the whole extent of key initiative an expansive, troublesome idea. We can't generally characterize it or portray it in everything about, be that as it may, we remember it in real life. This kind of authority includes infinitesimal recognitions and perceptible desires. Volumes have been composed regarding the matter, which may in truth add to the trouble of getting a handle on the idea. One finds befuddling and once in a while clashing data on this mixed idea that includes the ideas of procedure and the conduct craft of initiative. Once in a while the strategies and models used to clarify it are more confounded than the idea and practice of key authority itself. Working out this sort of administration is confounded, however understanding it doesn’t must be. Starting with a definition and portrayal of vital authority and afterward investigating parts of the vital condition may demonstrate supportive. Future pioneers should likewise perceive the nature of that condition. At long last, they ought to likewise have a few commonality with methods of creating skills for managing the wide, new difficulties that are a piece of driving in the key condition. What Is Strategic Leadership. The normal utilization of the term key is identified with the idea of strategyâ€simply a game plan for achieving an objective. One finds both wide and tight faculties of the descriptive word vital. Barely, the term signifies working legitimately against military or modern establishments of a foe during the lead of war with the expectation of wrecking his military potential. Today, key is utilized all the more frequently in its more extensive sense. Along these lines, we use it to relate something’s essential significance or its quintessential perspective for example, the most worthwhile, perplexing, troublesome, or conceivably harming challenge to a country, association, culture, individuals, spot, or article. At the point when we perceive and utilize key in this wide sense, we add such implications as the most significant long-run arranging, the most intricate what's more, significant choices, and the most favorable impacts from a shelling effort just as pioneers with the most noteworthy reasonable capacity to decide. As referenced before, procedure is an arrangement whose point is to connect closes, ways, and means. The troublesome part includes t... ...e, once more, to extend their viewpoint and increment their applied capacity. Truth be told, a significant number of them are specialists in various irrelevant fields. Turning into a double master encourages one think in different measurements. In the wake of focusing on a few or these improvement exercises, potential pioneers ought to think about every action as a method of mining the absolute advantage and looking for more noteworthy significance. They will likewise profit from tutoring different pioneers and being coached themselves. When guides share their encounters, they help other people know and comprehend them. End The numerous parts of the key administration condition challenge indeed, even the best heads. The great outcomes of key choices call for people with one of a kind presentation capacities who can explore the instability, vulnerability, unpredictability, and vagueness innate in the idea of those choices. Hopeful pioneers can rise to the test by experiencing self-evaluation and individual advancement. Tolerating the requests of vital authority includes a change from the craft of the natural to the specialty of the conceivable. This is the domain of key initiative and the key condition.

A Comparison of Benvolio and Mercutio

A Comparison of Benvolio and Mercutio Free Online Research Papers It was a blistering summer day in the town square of Verona when the two family units met, both inclination and indicating their emnity. In the play of Romeo and Juliet, composed by Shakespeare, Tybalt wishes to battle Romeo and since Romeo is declining to fight him, Mercutio ventures up and assumes Romeos position. Benvolio is, as continually, asking and arguing for them to keep the harmony. All through the story, Romeos closest companions, Benvolio and Mercutio, attempt to assist Romeo with their own specific techniques. Shockingly, there are no characters that vary from one another more than Benvolio and Mercutio. Despite the fact that Benvolio and Mercutio are similar on the grounds that they are both faithful to Romeo, they are diverse in light of the fact that Benvolio is quiet, prudent, and legitimate and Mercutio will in general be a mocking, wild individual who follows his feelings more than his sound judgment. Mercutio and Benvolio express reliability and friendship toward Romeo. Mercutio fights Tybalt so as to shield Romeos respect, when Romeo has just clarified that he doesnt need anybody to battle. Mercutio fearlessly faces the angry Tybalt and says O quiet, shameful, disgusting accommodation! Tybalt you rodent catcher will you walk? (Scene Five). Benvolio likewise demonstrates he is devoted to Romeo when he devises the splendid arrangement of slamming the Capulets ball, trying to fix his companion Romeos sorrow. At the point when he says Supper is done, and we will come past the point of no return. (Scene Two), hes persuading Romeo to go to the ball to have a fabulous time or probably itll be past the point of no return and damnation stay heart broken. Mercutio and Benvolio are distinctive in light of the fact that Mercutio is a wild individual that likes to start ruckuses despite the fact that they arent his fights. When Tybalt is searching for Romeo, Mercutio ventures up and pronounces Here is my fiddlestick; heres that will make you move. (Scene Five), in this way making Tybalt significantly angrier and causing a battle. You can see Benvolio is a harmony keeping individual particularly when he states I do yet keep the harmony: set up thy blade (Scene One). He says this fundamentally on the grounds that he doesnt need anybody to get injured or get in a difficult situation with the law. In spite of the fact that Mercutio and Benvolio are truly near being absolute opposite of each other, they are additionally comparable in light of the fact that they are both fantastically steadfast and devoted to Romeo. Despite the fact that they are a strangely coordinated pair, they some way or another consolidate to add their own extraordinary flavors to Romeo and Juliet. Benvolio and Mercutio are two representative characters. Benvolio should speak to the heavenly individual or the great way to take; then again, Mercutio is the jokester or the impulsive way to take. Benvolio attempts to stop a battle when he says Put up your blades (Scene One) and Mercutio is empowering a battle when he says, Tybalt, will you walk? (Scene Five). It is obviously observed that Mercutio and Benvolio are diverse from multiple points of view, yet it is their disparities that represent that their will as a rule consistently be two ways you can take, a shrewd and a hasty. They likewise show that the qu ality of a family, similar to the quality of a military, is in its unwaveringness to one another (Mario Puzo) Research Papers on A Comparison of Benvolio and MercutioWhere Wild and West MeetHonest Iagos Truth through DeceptionThe Hockey GameHarry Potter and the Deathly Hallows EssayThe Spring and AutumnUnreasonable Searches and SeizuresTrailblazing by Eric AndersonQuebec and CanadaThe Effects of Illegal ImmigrationAppeasement Policy Towards the Outbreak of World War 2

Four function of management Essay Example | Topics and Well Written Essays - 750 words

Four capacity of the board - Essay Example These are as following; 1. Arranging: It is the continuous procedure of building up the business' strategic targets and deciding how they will be cultivated. Arranging is the starting capacity of the executives and furthermore exemplifies different capacities. It is the capacity of the board, with which, the executives guarantees coordinating representative endeavors towards gathering and accomplishment of hierarchical objectives. For the drawn out accomplishment of an association, it is important to set prompt and long haul objectives, and to pick techniques of their accomplishment. This capacity is straightforwardly identified with the emerging of numerous inquiries; like, where are we now What would we like to achieve How are we going to do it Who will do it When will we do it Why will we do it Etc. For instance, Bill Gates - the organizer of Microsoft Corporation - does the important arranging by setting up missions and difficulties for Microsoft the board to achieve, for example, getting ready for the presentation of Windows Vista and its date for universal propelling. 2. 2. Sorting out: This capacity is connected with apportioning and arranging assets to achieve and set up the favored objectives and targets during the arranging forms. In this capacity, steps are taken out so as to make an interpretation of the arranged strides into the real world while doling out the important undertakings, setting up cutoff times, dispensing assets, and choosing what structures are yet to be made and to whom extra duties ought to be assigned, and so forth; In the Microsoft, Bill Gates viably sorts out the utilization of organization's assets while ensuring that the organization effectively accomplishes its destinations and long haul objectives. For instance, Bill Gates visits different nations over the world and recruits top class I.T experts to ensure that the last item is a world class one while ensuring that the simultaneous continuous undertakings at Microsoft easily get inch to inch nearer towards their effective fruition. Bill Gates accomplishes this all by de signing Microsoft strategies over the time and by dispensing the monetary assets for each and every progression forward. 3. Driving: It is the capacity which is straightforwardly identified with the administration undertakings of building up heading and affecting individuals to follow that course (Carter McNamara, 2002). This capacity, maybe, can be separated into further three sub-classifications of rousing, planning and coordinating. Coordinating is the path with which directors control their subordinates while demonstrating them the route with which some undertaking is to be cultivated. Spurring is the arrangement of administrative exercises with the point of causing appropriate representative execution while including the discovering of worker needs and making reward frameworks for quality and auspicious work. Planning is connected with who illuminates whom about what. It likewise incorporates subtleties and/of occasions, and guarantees rational activity. At Microsoft, Bill Gates drives the exit plan to progress by setting his own model. His boss procedures for spurring, planning and coordinating e nsure that the organization has the correct initiative to convey it forward later on with progress. Remunerating the Windows XP group for thinking of such top notch programming in due measure of time was an

Edgar Allan Poe Essay Introduction Example For Students

Edgar Allan Poe Essay Introduction What Goes Around Comes Around In his story The Black Cat, Edgar Allan Poe performs his involvement in frenzy, and difficulties the perusers acceptance of difficult ideas skepticism by utilizing symbolism in depicting the plotand characters. Poe utilizes portending to portray the locations of mental stability versus madness. Hewrites for the most wild yet unattractive account which I am going to pen, I neither expect nor illicitbelief. However distraught I am not-and doubtlessly do I not dream, alarms the peruser about an approaching story thatwill test the limits of the real world and fiction. The creator affirms his conviction of the activitiesdescribed in the story when he states to-morrow I kick the bucket, and to-day I would unburden my soul(80). Poe portrays his warm personality of his character when he composes my delicacy of heart was even so prominent as to make me the quip of mycompanions(80). He additionally portrays his creature companions as unselfish and their adoration as self-sacrificingillustrating to the perusers his dedication to them for their friendship. The creator usesforeshadowing in the announcement we had feathered creatures, goldfish, a fine pooch, a hare, a little monkey, and a cat(80). The utilization of italics indications to the peruser of up and coming occasions about the feline that pinnacles intrigue andanticipation. Poe likewise portrays a touch anticipating and acceptance of difficult ideas mistrust when he illustrateshis spouses reaction to the feline when he composes every single dark feline are witches in camouflage, not thatshe was ever genuine upon this point-and I notice the issue at all for no preferred explanation over ithappened, a few seconds ago, to be remembered(80). Poe communicates his initial connection to the feline and sensationalizes the character transforms he encounters when he composes our companionship kept going, as such, for a few years,during which my general disposition and character-through instrumentality of the FiendIntemperance-had (I redden to admit it) encountered an extreme change for the worse(81). He cautions thereader of new occasions in a negative tone and infers the start of the frenzy he denies. Poe firstillustrates thi s frenzy when he utilizes symbolism to portray the merciless scene with the catwhen he composes I took from my petticoat pocket a pen blade, opened it, got a handle on the poor mammoth bythe throat, and intentionally cut one of its eyes from the attachment! The creator depicts his passionate and physical condition of being during the incomprehensible go about as I redden, I consume, I shiver, while I pen the disgusting atrocity(81). He depicts themorning eventual outcome of his activities when he states when reason came back with the morning-when Ihad works off the exhaust of the evenings debase I encountered an estimation half of repulsiveness, half ofremorse, for the wrongdoing of which I had been liable; yet it was, best case scenario, a weak and equivocable feeling,and the spirit remained untouched(81). Presently Poe suggests to the perusers that he has really crossedover into franticness by fiercely assaulting the creature and feeling practically zero regret. Next Poe performs his adjustment in character considerably further when he composes and afterward came,as if to my last and unalterable oust, the soul of PERVERSENESS,(81) which by and by alarms the peruser of new occasions so stunning that perusing forward becomes anessentiality. The writer delineates a scene so unbelievable that the peruser needs to go past thesuspension of skepticism they have consented to partake in. He keeps in touch with One morning, without blinking, Islipped a noose about its neck and balanced it to the appendage of a tree;- draped it with tears spilling frommy eyes, and with the bitterest regret at my heart;- hung it since I realized that it had cherished me,and on the grounds that I felt it had given me no explanation of offense;- hung it since I realized that in so Iwas submitting a transgression a fatal sin that would endanger my unfading soul as to put it-if sucha thing were conceivable even past the range of the Most Merciful and Most Terrible God(81-82). .u1163fcb8a29db8a277c276df4139fbd0 , .u1163fcb8a29db8a277c276df4139fbd0 .postImageUrl , .u1163fcb8a29db8a277c276df4139fbd0 .focused content zone { min-stature: 80px; position: relative; } .u1163fcb8a29db8a277c276df4139fbd0 , .u1163fcb8a29db8a277c276df4139fbd0:hover , .u1163fcb8a29db8a277c276df4139fbd0:visited , .u1163fcb8a29db8a277c276df4139fbd0:active { border:0!important; } .u1163fcb8a29db8a277c276df4139fbd0 .clearfix:after { content: ; show: table; clear: both; } .u1163fcb8a29db8a277c276df4139fbd0 { show: square; change: foundation shading 250ms; webkit-progress: foundation shading 250ms; width: 100%; mistiness: 1; progress: darkness 250ms; webkit-progress: haziness 250ms; foundation shading: #95A5A6; } .u1163fcb8a29db8a277c276df4139fbd0:active , .u1163fcb8a29db8a277c276df4139fbd0:hover { murkiness: 1; change: obscurity 250ms; webkit-progress: obscurity 250ms; foundation shading: #2C3E50; } .u1163fcb8a29db8a277c276df4139fbd0 .focused content territory { width: 100%; position: rela tive; } .u1163fcb8a29db8a277c276df4139fbd0 .ctaText { outskirt base: 0 strong #fff; shading: #2980B9; text dimension: 16px; textual style weight: intense; edge: 0; cushioning: 0; content adornment: underline; } .u1163fcb8a29db8a277c276df4139fbd0 .postTitle { shading: #FFFFFF; text dimension: 16px; text style weight: 600; edge: 0; cushioning: 0; width: 100%; } .u1163fcb8a29db8a277c276df4139fbd0 .ctaButton { foundation shading: #7F8C8D!important; shading: #2980B9; fringe: none; fringe range: 3px; box-shadow: none; text dimension: 14px; text style weight: striking; line-tallness: 26px; moz-outskirt span: 3px; content adjust: focus; content improvement: none; content shadow: none; width: 80px; min-tallness: 80px; foundation: url(https://artscolumbia.org/wp-content/modules/intelly-related-posts/resources/pictures/basic arrow.png)no-rehash; position: total; right: 0; top: 0; } .u1163fcb8a29db8a277c276df4139fbd0:hover .ctaButton { foundation shading: #34495E!important; } .u1163fcb8a29db8a2 77c276df4139fbd0 .focused content { show: table; stature: 80px; cushioning left: 18px; top: 0; } .u1163fcb8a29db8a277c276df4139fbd0-content { show: table-cell; edge: 0; cushioning: 0; cushioning right: 108px; position: relative; vertical-adjust: center; width: 100%; } .u1163fcb8a29db8a277c276df4139fbd0:after { content: ; show: square; clear: both; } READ: Describe A Person Who Has Significantly Effected You EssayNow the peruser has traversed the line of reality versus fiction. The creator keeps on delineating the incomprehensible story when he depicts the scene after the fire that destroyedevery part of the house with the exception of the one divider that was all the while standing. Poe composes I drew nearer andsaw, as though graven in bas-alleviation upon the white surface the figure of a tremendous feline and there was arope around the creatures neck,(82) driving the perusers to join the franticness and accept thatthis was a similar feline that Poe had viciously wrecked before th at equivalent day. The creator depicts his need to supplant the creature so as to feel harmony and in the wake of doing as such, he gets himself by and by feeling an extreme aversion toward the creature. He composes yet step by step steadily I came to view it with unutterable abhorring, and to fleesilently from its terrible nearness, as from the breath of a pestance(83). Poe utilizes symbolism todescribes his nauseate with the feline when he expresses that like Pluto, it likewise had been denied of one of its eyes,(83) he currently needed to obliterate this creature too. Poe outlines the change ofcharacter he has understanding since the start of the story just now he has gone past the madnessthat has expended him ordinarily. He composes insidious contemplations turns into my sole lingerie thedarkest and generally malevolence of thoughts(84). The writer utilizes more symbolism when he composes the last loathsome demonstration of abhorrence. Poe admits to the peruser about the homicid e of his significant other when he states prodded by theinterference into a fury more than demoniacal, I pulled back my arm from her grip and covered the hatchet inher brain(84). He clarifies how he discards the body in detail and depicts the alleviation hefeels when he composes I adequately and quietness dozed; affirmative, rested even with the weight of murderupon my soul(85). Poe illuminates the peruser regarding his little regret when he expresses my joy wassupreme, and the blame of my dull deed upset me yet little(85). The writer drives the peruser to the last level of suspension when he performs the finish of the story. He clarifies the sounds he heard in detail when the mysteryunfolds in regards to the missing feline he had not seen or gotten notification from since the homicide. He composes likethe crying of a kid, and afterward rapidly expanding into one long, uproarious, and ceaseless scream,utterly irregular and brutal a yell a crying screech, half of ghastliness and half of triumph, suchas may have emerged distinctly out of heck, conjointly from the throats of the doomed in their desolation andthe evil spirits that glory in the damnation(85). Poes utilization of illustrative subtleties permits the readerto feel the stunning experience of a man who accepted he was liberated from the fiendishness of franticness. Poe parts of the bargains using every last bit of acceptance of difficult ideas incredulity the peruser can bear. Hesums up the plot of the story when he composes the repulsive mammoth whose art had allured me intomurder, and whose educating voice had dispatched me to the executioner, (85) suggesting that the feline hadinduced a similar torment on him that he had welcomed on the principal feline.

The Health History of a Patient - Free Essay Example

The Complete Health History Virginia G Parrott Fort Hays State University Health History Health history assessment conducted on George on the fifteen of February 2010 at approximately one o’clock. George is a fifty-four year white male married with three adult children and two grand children. He has been working as a teacher for over twenty years a local middle school. This paper will highlight George’s health care issues and will identify five nursing diagnosis for him. Methods of Health History Interview Methods Informed consent obtained and applied the principled of privacy and confidentiality in the interview. Some communication skills used the interview such as touching, giving instruction, using a normal voice, leaning the body forward, introduction of self, paraphrasing, reflection and summarizing. Closed-ended questions like â€Å" are you ready? ’ or facilitation questions which allow George to further give details on how he was diagnose after his fa ther became gravely ill, which allowed communication to remain therapeutic. Jarvis state that the nurse brings knowledge from the physical, biological and social sciences to the assessment. This knowledge enable the nurse to ask relevant questions and collect relevant physical assessment data related to the client’s expectation of care and underlying health care needs. Clarification questions are significant especially in George’s case where he admits to not being complaint in medication and lifestyle over the last five years. Silent would be appropriate at this time, allowing George to therapeutic communicated. Jarvis mention that respect for a person means treating patients as people with rights. It means respecting an individual‘s autonomy, protecting, and the ensuring duty of truthful. Open-ended question offers George the opportunity to express what was difficult about being complaint with his medications. Listening and being attentive to the personal information he was sharing during the assessment . While carefully observing George‘s non verbal communication. George did not appear to be defensive to any of the question and did not receive any non-therapeutic feedback Health History George states he been healthy most of this life and then approximate five years ago, he was diagnose with coronary artery disease and non-insulin depend diabetic, hypertension, hypercholesterolemia, gout, and GERD in 2000. George had an angioplasty with one vascular stent to the lateral anterior diagonal and one vascular stent to the circumflex in 2005, angioplasty with vascular stent to the right coronary artery in 2008, angioplasty with re-vascular stenting the lateral anterior diagonal and one vascular stent to the distal circumflex in 2009. He also transition to being a insulin dependent diabetic in 2009 and has coronary by-pass graft (CABG) surgery. His surgical history was cholecystectomy in 2007, right knee surgery in 1993, and CABG t ime five in 2009. He is an ex-smoker who stopped after his CABG in September 2009, 10/day for 30-40 years. His current medication included Metoprolol 25 m BID, Simavastatin 40 mg daily, Lisinopril 5 mg daily, Coreg 12. 5 mg daily, Cymbalta 60 mg daily, Metanx tables daily, Novo Log 200units daily, Lantus 160 units daily. George has no known allergic and last examination was with his cardiologist February 4, 2010. George’s Family History His family history reveals that is father and father’s mother had coronary artery disease. His mother is a diabetic and her mother died of a cerebral vascular accident at the aged of seventy-six. His father passed away at eighty-four years of aged and his mother died at the age of eighty-five. His sister at the aged of fifth-five has hypertension. Nursing Diagnosis Caregiver Role Strain risk for relate to unpredicted illness. Health teaching will be providing information on disease process and management strategies. Encourage care giver to set aside time for himself. This could be as simple as a relaxing bath, a time to read a book, going out with friends. Acknowledge to caregiver the role he is carrying out and its value. Teach caregiver to identify how important it is to feel appreciated for their efforts. Encourage care recipient to thank caregiver for care given. Provide time for caregiver to discuss problems, concerns, and feelings. Ask caregiver how he is managing, Inquire about caregiver’s health. Refer to social worker for referral for community resources and/or financial aid, if needed. Cardiac Output, decreased. Health Teaching will cover the administer medication as prescribed. Explain symptoms and interventions for decreased cardiac output related to etiological factors. Explain drug regimen, purpose, dose, and side effects. Explain progressive activity schedule and signs of overexertion. Explain diet restrictions (fluid, sodium). Follow up with Dr Farhoud, cardiologist as direct or n eeded. Pain Chronic related to impaired comfort. Health teaching will be providing teaching on neuropathy and medication as directed. Teaching about using no pharmacological pain management strategies for example:Cold/heat applications, progressive, relaxation, imagery, and music. Teach the patient and family about the use of pharmacological interventions for pain management. Follow up with Dr Guthrie, endocrinologist, as directed or as needed. Interrupted family Processes related factors: illness of family member. Health Teaching will be providing opportunities to express concerns, fears, expectations, or questions. Encourage family members to seek information and resources that increase coping skills. Assist family in breaking down problems into manageable parts. Assist with problem-solving process, with delineated responsibilities and follow-through. Identify community resources that may be helpful in dealing with particular situations (e. g. , telephone hotlines, self-help gr oups, educational opportunities, social service agencies, and counseling centers). Health –Seeking Behaviors Health teaching in assisting the patient in developing a self-contract to enhance the patient control over behavior and sense of competence. Allow periodic evaluation, feedback, and revision of health plan as necessary. Reward positive efforts and achievement. Guide the patient in setting realistic goals. Prepare for lapses and relapses . Learn relaxation techniques to reduce urge (e. g. , make self-limp, visualize a soothing, pleasing situation). Breathing exercises help release tension and overcome the urge to smoke. Seek social support. Refer patient to self-help groups as appropriate. Conclusions: The interview results to indentify five nursing diagnosis and health teaching. It indicated that people do have physical and psychological changes; with medical problems. George has declared that after the CBAG that he is fortunate to get a second chance. He has qui t smoking and has been extremely obedience with his self-care behaviors. He will continue to seeking medical advice from all his physicians. He has been more accountability and conscious of his health care needs and issues.

The Brand Managers Guide to Brand Extension

Your brand is one of your company's most powerful assets. It encapsulates everything you want people to know about the business—what you value, what you stand for, and what you're trying to do. Related: 6 important branding tips to keep in mind when going global Which is why brand extension can be such a stressful process. Using the strength of your brand to enter a new market gives you a headstart that new companies can't match. Understanding how to extend your brand is crucial for engaging markets. Before you launch a new product or adopt a new strategy, you'll need to think about a few things. Before we get into those things, though, let's agree on a brand extension definition. What is brand extension? Brand extension is the use of an existing brand name and logo on a new product. The original brand is called the parent brand, and the new products are called spin-offs. Companies use this strategy to capitalize on the brand equity of their existing brand to launch new products and enter new markets. Let's look at Apple. For 25 years, the company built personal computers. And they were good at it. That's what they were known for—powerful, attractive computers that were easy to use. And then they entered an entirely new industry: personal music devices. The iPod was an immediate and immense success. We'll talk about how Apple pulled this off in a bit. First, let's talk about why it was a good idea. Why brand extension is so powerful Apple had built a very strong brand over 25 years of making personal computers. Why would they risk diluting that brand by entering a new industry? The stakes are high, and the chance of failure keeps many business owners from even considering a big move like this one. But Apple knew that building on their brand would be immeasurably valuable if they did it right. Companies spend years and millions of dollars solidifying their brand. Marketing campaigns, social media interactions, advertising, public relations, and product development all contribute to a brand's strength. Why? Because consumers recognize and value brands. People are more likely to buy products from brands they know, whether they feel explicit brand loyalty or not. This type of brand recognition means that the presence of a strong parent brand—like Apple—can significantly boost the sales of new products. Introducing a completely new product is hard. It's much easier when that product is backed by a recognizable brand. But sometimes his type of thinking can get companies into trouble. Where brand extension goes wrong Not every brand extension builds on a strong brand to create huge sales. Let's look at an entertaining brand extension failure: Zippo Fragrances. Zippo is a very strong brand in the world of cigarette lighters. Their name, design, and even the sound of the product is very distinctive. If you see a Zippo, you know it. Can you name another brand of non-disposable lighter? Probably not. This is a strong brand. Zippo wanted to use their brand equity to enter a new field. Why they picked perfumery is anyone's guess. The company actually used some good brand extension tactics. They kept the brand name and even used their distinctive lighter design for the perfume and cologne bottles. But absolutely no one thinks of Zippo when they think of perfumery. Instead of seeing the brand and thinking, "I trust Zippo," people think "Why would Zippo make a cologne?" That's a failed brand extension. Zippo missed a crucial ingredient of the brand extension recipe. How to get it right If you're thinking about extending your brand, it's worth looking at some recent successes. Look at Tesla's expansion into trucking, for example. O, Oprah Winfrey's magazine. Tootsie Pops. Virgin Airlines (and dozens of other Virgin-branded forays). What do these brand extensions have in common? Above all, they play to the parent brand's strengths. Tesla already knows how to build great vehicles. Oprah knows how to tell stories that capture the hearts and minds of her audience. Tootsie Roll knows how to make a candy that people love. Virgin knows customer service better than almost anyone. Successful brand extension strategies place the new product as a logical extension of previous ones. That's why Zippo perfume isn't a household name. Everyone knows Zippo for their lighters. Their brand equity didn't transfer to their beauty products. Apple knew their brand equity would transfer to the iPod because their brand was already adjacent to the music device industry. Be careful with brand extensions to reap their rewards Brand extensions can be hugely valuable. But when used without enough forethought, they can also be disastrous. It's crucial to give any potential brand extension a great deal of thought. If you do decide to extend your brand, make sure to apply your branding consistently to take advantage of the loyalty that you've been building for years. Don't be like Zippo. Be like Apple. How can brands stay competitive in today's design-centric world? Explore the rise of the design democracy, then learn how your organization can ride it to the top.