Current trends in Mental health Assignment Example | Topics and Well Written Essays - 3000 words

Current trends in Mental health - Assignment ExampleBefore a discussion of the current number can be started, it is important first to adequately define psychic illness. Mental illness is defined by the Mental Health Act as a health condition which changes a persons thinking, feelings, or behaviour (or all three) and that causes the person distress and difficulty. It likewise includes various health conditions which are defined by defects of the individuals normal cognitive, emotional, and behavioural functions, and ca utilize by social, genetic, and psychological factors, including infection or head trauma. Under the Care syllabus Approach, these health conditions have to be adequately evaluated in the patient and a syllabus of care efficiently established. The current trend chosen by the rootage is the Care Programme Approach. The Care Programme Approach or the CPA was first established in England for individuals with mental illnesses, referred to psychiatric professionals. This programme requires Health Authorities, in coordination with Social Services Departments, to establish specific arrangements for the care of mentally ill patients in the community setting (CPA, 2011). This programme has four main considerations or aspects assessment, a care plan, a key worker, and regular review (CPA, 2011). Assessment basically includes the orderly processes implemented in the assessment of the health needs of the individuals admitted with specialist mental health needs a care plan includes the plan identified in relation to health social considerations key workers are those who coordinate the plan and delivery of patient care and finally, standard review is the standard and scheduled evaluation processes, as well as the changes needed in the care plan. (CPA, 2011). Changes in the CPA came about in 2008, the CPA established a new approach in mental health care which accountd the approach used in secondary mental health care in order to assess, plan, and coord inate treatments and support needs for individuals in contact with secondary mental health services who have severe mental health issues (Department of Health, 2008a). It is considered an approach more than a system because the manner by which activities are carried out is as essential as the actual activities themselves. New qualities of those who would need CPA support include those individuals who require multi- office support active engagement, intense intervention support with dual diagnosing and those who have a higher risk for acquiring mental health issues (DoH, 2008a). This new trend abolished the two-tier system of Standard or Enhanced CPA and cast aside the single-tier system. The main goals of this new trend were to eliminate or minimize bureaucracy by removing from the system those who did not have as many health needs. It also came about because the CPA used to include patients whose needs could be covered under standard care (treatment provided within secondary men tal health services, for patients not requiring the support of the CPA). The new trend or provisions of the CPA established that CPA would no longer be used in order to describe the usual system of provision of mental health services to those with more straightforward needs in secondary mental health services (DoH, 2008a). In effect, in instances when the service user has specified needs and can contact one agency, then he must be allowed to do so and that agency would be considered responsible for him. No formal

Statement of purpose Essay Example | Topics and Well Written Essays - 250 words - 1

Statement of purpose - Essay ExampleThe fact that one day I lost my ruff friend after a technical error due to lack of knowledge makes me even want to learn to a greater extent. In his memory, I will provide basic training to all the unskilled doers in the oil field on safety.My desire to become a petroleum engineer is so that I can offer more than just cleaning and dusting the electric panels. I sincerely dont wish to do that for the rest of my life. The opportunity to join the program will equip me with knowledge to work dynamically constantly applying the latest knowledge and technology. This will ensure that there is a reduction of coast, effectiveness and time management.I fully understand the consignment and efforts that the course demands. I am willing to go the further step of doing my own research on the content learnt in class and their applications. The institution offers the best facilities and professors well experienced in teaching and practice application of engine ering principals in the mining field. A chance to study from the best produces great minds. triple-crown products are not necessarily the first on the market but are the first to appeal to us emotionally. A chance to study at the institution will be highly appreciated and reciprocated by hard work, total cooperation and compliance to instructions and academic excellence in the course work. I am looking forward to be transformed and apply the ingenuity in me to solve problems in the petroleum industry in an ingenious

Stem Cell Research in Amyotrophic Lateral Sclerosis Paper

Stem Cell in Amyotrophic Lateral Sclerosis - Research Paper ExampleMedical science has no doubt about the ability of curtain call electric cell research in finding answers to some of the genetic and physical diseases. A stem cell is a generic cell that can make exact copies of itself indefinitely. A stem cell has the ability to produce specialized cells for various t put outs in the body, such as heart muscle, brain tissue, and liver tissue (RightHealth Results for What Is Stem Cell). The major(ip) advantage of stem cell is that it can be saved for longer periods under competent conditions and use later to cure some of the chronic diseases. Stem cells argon usually taken from aborted fetuses (Embryonic stem cells) and from the bloods, intestines, skin, and muscle of people including children and adults (Adult stem cells). Embryonic stem cells seem to be more effective than the adult stem cells in treating chronic diseases. However, killing fetus for taking stem cell is an ethical i ssue which is ca apply barriers in the development of stem cell research. Stem cells are capable of renewing themselves in to different types of cells through division. It can be used to replace or fix malfunctioning or inactive cells. The above ability of stems cells in renewing and repairing inactive cells and tissues has caught the attention of medical sconce recently. Some of the major diseases which haunted medical science for years, are believed to be treated with the help of stem cells. The U.S. Food and Drug Administration has approved its adult stem cell protocol to conduct Phase I clinical trials to treat Amyotrophic Lateral Sclerosis (Lou Gehrigs disease), TCA Cellular Therapy, LLC announced. This is the second FDA-approved protocol for the treatment of ALS using stem cells in the country and the first using adult stem cells from the same patient. The aim of the Phase I study is to assess safety of IND 13729, as a stem cell therapy for the treatment of amyotrophic squin t sclerosis (ALS) (Stem cell therapy IND 13729 for amyotrophic lateral sclerosis (ALS) in clinical trials TCA Cellular) Most of the Neurodegenerative diseases comparable Parkinsons, Alzheimers, and Huntingtons etc are believed to be treated effectively with the help of embryonic stem cells. These diseases are often occurred because of the malfunctioning or inactiveness of certain cells and stem cells can repair or regenerate these cells and bring back the patient into his normal life. These diseases are often caused by the loss of structure or death of neurons. According to Inou (2010), Neurodegenerative diseases like Alzheimers is caused by problems in cortical neurons whereas in dementia, Lewy bodies, or frontotemporal lobar degeneration is causing the disease. Parkinson disease is caused by dopaminergic neurons whereas upper and lower motor neurons cause amyotrophic lateral sclerosis (ALS) (Inou, p.2560). Neurons are responsible for gathering data from the senses and sending to the brain for analysis. The instructions from the brain are transferred to the body organs by the neurons. If neurons fail to do its duty correctly, brain may not get the data and the body organs may not get instructions from the brain. Thus a somebody with neuron fault cannot lead a normal life. Amyotrophic Lateral Sclerosis or ALS is another disease which is caused by neuron problems and it can be treated effectively with the help of stem cells. Amyotrophic lateral sclerosis, or ALS, is a disease of the nerve cells in the brain and spinal cord that control instinctive muscle movement. In about 10% of cases, ALS is caused by a genetic defect. In the

Business Email (100 words) and Attachment (400 words) Essay

Business Email (100 words) and Attachment (400 words) - Essay ExampleWe have already prepared several copies of our business card that has a Korean variation to help us communicate our official rank in the company. (Kwintessential Ltd. 2008)2 When it comes to exchanging business cards, our sales team has been informed to use both hands when giving or receiving a business card. We have also informed our team to read the business card first before keeping it in a moorage or a pocket.Unlike the typical handshake as a business practice in North America, our sales team have been taught that they should recognise South Korean businessmen with their family name combined with a slight bow and a handshake while maintaining a good eye-contact with the other ships company upon the first meeting the Korean business people in an informal reception, just before the display and the evening meal starts. (Kwintessential Ltd. 2008) Calling them by their denomination remain a practice until the K orean businessmen to tell us to simply call them with their first name.We have also made the sales presentation as short as possible so as not to avoid over-selling our expertise as a consultant company. (Movius et al. 2006) Instead, we aim to develop a stronger business relationship with them.Communicaid. Doing business in South Korea South Korean Social and Business Culture. 2008. http//www.communicaid.com/cross-cultural-training/culture-for-business-and-management/doing-business-in/South-korean-business-and-social-culture.php (accessed June 14,

Philosophical thinking Essay Example for Free

Philosophical thinking EssayThere are many forms of philosophic thinking that humans tend to immerse themselves into. Sometimes, even the realm of self idolatry can be a subject of ones gladness in pursuit of his own idea of what is satisfactory. In a more conventional identification of this act, vanity can become an compulsion and may energize certain effects to ones character. According to Wikipedia, vanity is a form of self gratification with regards to ones belief about his or her attractiveness and abilities. Most of the time, people with this philosophy tend to excessively compliment themselves without entertaining any forms of negative perception from the people around them. In spectral perspectives, vanity is a form of idolatry to oneself in which a mortal may become too overwhelmed with his characteristics that he tends to ignore any other beings quality than what he is supposed to be, bypassing the concept of god. In modern times, vanity can be easily spotted and may be identified to almost in all societies in the world.One may identify a vain person by simply observing the way he acts with regards to how he projects himself to the public. For example, a person may always need to do make up retouching, consistently apply perfumes and even always engage in small acts of looking for runs and stick out fibers out of his clothes. In some cases, vanity can also be identified not only in physical perspectives but also in ones philosophy. Vain people tend to always tell self proclaimed abilities about how they can handle situations which seem to be a problem for others.With such acts, some people may even interpret them as a form of arrogance. It would be a fulfilling experience if someone testament tell you compliments about how you look and praise what you can do, but the aim to always look forward for this reactions from people can become an obsession and may lead to vanity.Works CitedWikipedia. November 7 2007. Vanity. Wikipedia-The Free Enc yclopedia. November 19, 2007 http//en. wikipedia. org/wiki/Vanity.

Continental Congress in Philadelphia Essay Example for Free

Continental Congress in Philadelphia Essay nonpareil of the most well-known female politicians of the time was Mercy Otis Warren of Massachusetts. Like several other women concerned with public issues, Warren grew up in a governmental family. Her father James Otis, Sr. , had long been active in high-level provincial politics her brother James Otis, Jr. , had been an outspoken detractor of British rule, and her husband James Warren was a most important member of the Massachusetts legislature. Mrs. Warren would write several pamphlets, poems, and plays in support of the Patriot movement. One of her plays, The Adulateur (1772), implicated a legendary kingdom named Servia, where the good subjects possessed with a love of liberty were being enslaved by a tyrannical ruler. Warren took virtually pride in womens contribution to the colonial resistance. Be it known unto Britain even American daughters are politicians and patriots, and will aid the good work with their feeble efforts. 7 Even though she was well aware that politics remained a subject . . . much out of the road of female attention, 8 she quietly defended the right of women to allege their opinions.During the war period, she frequently corresponded with like-minded individuals for instance Abigail Adams regarding the latest developments, and afterward wrote an extremely partisan three-volume history of the American Revolution. Equally eager of speaking out politically (albeit in private correspondence) was Abigail Adams, the wife of illusion Adams. Throughout the pre-Revolutionary years, Abigail had ready comments on the regal conflict and very much favoured separation from the mother country.When her husband buns was a delegate to the Continental Congress in Philadelphia and beginning to prepare a new system of government, she even confided to him regarding what she considered a very important house servant matterthe rights of women. On the eve of American independence, Abigail wrote By the way in the new Code of Laws which I suppose it will be necessary for you to make I desire you would Remember the Ladies, and be more favourable to them than your ancestors. Do not put such unlimited power into the hands of the Husbands. Remember all men would be tyrants if they could. 9 Abigail was not a contemporary feminist and had no wish to change the conventional relationship between man and woman nevertheless she apparently did want some restraint placed on the use of male power within the family. John appeared more amused than angry at the outburst but make no effort to follow through on Abigails request. Neither did any of his congressional colleagues take up the subject. While John Adams had no wish to alter the legal status of women or grant them voting rights, he did think that they could hold political opinions and comment on evidentiary issues in a family setting.So frequent were his discussions with his wife on such matters that at one point Abigail declared What a pol itician you have made me. 10 Abigail Adams of all the women at the time would have welcomed the possibility to use the ballot had it been given to members of her sex. On Election Day in 1780, she confirmed her desire to be part of the political process by assisting at the local polling place, preparing tickets. If I cannot be a voter upon this occasion, she said, I will be a writer of votes. I can do some thing in that way. 11 Several years afterward, Abigail commented on the existence of woman suffrage in New Jersey, saying that if our state constitution had been equally liberal . . . and admitted the female to a vote, I should certainly have exercised it. 12 Later, during her husbands presidency, she explicitly handled some of his political correspondence, even writing to Elbridge Gerry, emissary to France, amid the controversial XYZ affair in 1797. She as well carried on an widespread exchange of letters with such luminaries as doubting Thomas Jefferson after her husband left th e White House.

Brand Equity Case Study Nike Marketing Essay

Brand Equity Case Study Nike Marketing EssayThe world constantly changes and disparities, however, some top markings seem to keep their leadership position in their industry to this day. Strong steels are amazingly durable and have the ultimate ability to over survey many challenges. Either does Nike. Since its creation in 1971 in the USA, the Nike swoosh is hush one of the worlds most valuable brand despite of the severe crises. Ranked at 26 on the list of Interbrands stovepipe world(prenominal) Brands in 2009 with a brand value at $13.2 billion dollars, up 4% from a value of $12.7 billion last course of study, Nike is the best among sports brand, left the turgid competitors, Adidas and lynx far behind (Interbrand report, 2009).So how has Nike got ahead and stayed ahead?Figure 1 Swoosh = achievement. Source www.nikefootball.com This article will be employed Elliott and Percys geomorphological framework of brand equity synthesis to investigate in four dimensions of Nike b rand equity, namely brand attitude (functional and emotional features), symbolic meaning, brand cognizance and brand commitment to draw the deposit picture of Nike brand equity in the sportswear industry.About NikeIn 1962, inspired by athlete aspiration, burden Bowerman and Phil Knight shook their hand to cofounded Blue Ribbon Sports, precursor of Nike. The initial business then was to distribute low-cost and high quality Japanese gymnastic property to Ameri female genital organ. Today, Nike not tho designs and sells athletic dress at every profitable grocery worldwide, but likewise operates in athletic apparel, sport equipment and subordinate venture including Cole Haan, Converse Inc., Hurley International LLC, Nike Golf and Umbro Ltd (Nike report, 2009). Headquartered at Oregon, united States, Nike has been presented across much than 160 countries around the world targeting its primary market regions United States, Europe, Asia Pacific and the the Statess. Nike employs near 32,500 people as of May 31, 2008 (Datamonitor Research, 2009). By indirect or direct way, Nike touches the lives of cardinals more with its modern products that transform every sport into a winning battle (Superbrands, 2002).Nike customersThe decennium ago, Bill Bowerman, the co-founder of Nike once said If you have a body, you are an athlete (Nike society overview, 2010). This motto transmitted not only the whole brand characteristics but also the main targeted customers. They are athletes and anyone with a body.Nike offers a wide product portfolio of sport-inspired lifestyle apparel, accessories and equipment. Nike provides athletic footwear for runners, trainers and basketball players. The company also offers shoes and equipments specially designed for those addicted tennis and golf players and etcetera. Such diverse product extensions enable the company to satisfy the varied athletic needs of its customers (Datomonitor Research, 2009)Nike and its rivalsSportswear has been a thriving market in recent years. According to the question Global footwear Industry profile releasing by Datomonitor in 2009, the global footwear market generated total revenues of $ 196,617 million in 2008. Thus, Nike has experienced intense competition from the moment its first sporting shoes world introduced to their customers. Globally, this market is dominated by the big three namely Nike, Adidas, and Puma (Sport+Markt Report, 2008 Keynote Report, 2010).AdidasAdidas was truly the first sports company, it was founded in 1920. They once really blew in the decade of 70s and 80s. By the archean 90s, Adidas realized itself forgotten in the back of game. In the 21st century, the brand has steadily affirmed its position and seems on renaissance. Adidas brand change magnitude its value at 6%, ranked 62th on the list of Best Global Brands 2009 and continued to take the second largest sporting goods manufactures behind Nike (Interbrand, 2009)The overall Adidas brand competes rightful(a)ly and closely with Nikes value proposition. Nike aims To bring inspiration and innovation to every athlete in the world, meanwhile, Adidas mission is Improving every athletes performance through innovation. The brand determine of Adidas have been claimed that authenticity, inspiration, honesty and commitment are derived from sport. (Datamonitor research, 2009)PumaFigure 1 the leaping puma symbolizes the combination of speed, power and elegance exhibited by professional athletesset(p) at 97th, Puma brand appeared at the first time on the Interbrand annual report. Interbrand analysts gave the positive compliments for Pumas effort to compete against the big rivals. Through bare-assed design, co-branding and partnerships with celebrities and famous designers such as Alexander McQueen and Hussein Chalayan, Puma refreshes their brand image. The company defines its brand as the mixes of sport, lifestyle and fashion to increase its desirability (Puma report, 2009). The Puma brand differentiates itself from Nike by communicating lifestyle driven style with active lifestyle themes whereas Nike focusing on performance driven style.Nike brand equityHaving and property customers is likely to be a competitive battle which each brand tries all efforts to win. They compete for functional attributes, distinctive services or innovative technologies (Aaker, 1991).So what are emotional and functional benefits which Nike provides for their customers?Functional and emotional features of the brandSince Nike was set up by someone who has a deep passion for athletics and running, it should come no surprise that product is important. Products that are comfortable, authentic, functionally innovative and uniquely designed (Nike report, 1985). The innovative technology is considered as one of the defining dimensions of Nikes brand identity and corporate culture.The simple driving concept has led to some impressive innovations which is considered as one of the defining di mensions of Nikes brand identity and corporate culture. The first foreground was Air cushioning, using pressurized gas to cushion impact and new materials such as Urathane, that was used first with the Air Max running shoes (Nike report, 1987). more(prenominal) recently, to obtain maximum performance, Nike Sport Research laboratory has discovered the innovative technology such as Shox, which are made mostly of rubber and fount back adding more power to a runners stride and Total 90 Concept, a range of equipment to help players perform over 90 minutes of a soccer match (Keller, 2008)Such innovative technology which Nike has used has gained the strong hold in consumers perceptions. The research of Ross and Harradine (2004) focusing on relationship between new-made school children and branding, particularly sportswear shoes brands showed that children aged from 4 7 years old believed that these brands could improve their in-person performance. They do very fast shoes. They sort out you run faster. They are also comfortable and look good, they added.Clearly, functional benefit is the fundamental and classical features to communicate with customers. However, if Nike just provided high quality running shoes to levy athletic performance, Nike would not be strong brands. According to Aakers (1991), big brands need to be beyond the purely functional relationships. They should create a more strong emotional attachment with core consumers because emotional benefits add richness and depth to the brand and the experience of owning and using the brand (Aakers, 2009)Figure 2 Nike committal to win Source Nikefootball.comGuinn et al (p219, 2008) stated that Nike offers emotional benefits which are the exhilaration of athletic performance excellence feeling engaged, active, and healthy exhilaration from admiring professional and college athletes as they perform wearing your brand when they win, you win too.Associated brand with the top athletes, Nike tells story of b rands which the main themes is sportsmanship and unrelenting effort. These are the story of Michael Jordan who won a record tenth scoring title and was selected as one of the 50 Greatest Players (NBA history, 2010) in Americans National basketball association championship. Lance Armstrong survived and won a second straight Tour de France while Tiger Woods completed the career Grand Slam, ensuring his place in golf history at the age where most of us are still wondering what we will do when we grow up (Nike report, 2000). The most three prominent athletes has generated the inspiration for young and next generation of athletes. Nike has succeeded to commute their inspirations to every single purchaser. Wearing every pair of Nike shoes is to engage a passion for excellence and encourage to do your own thing. Just do it the tagline could sum up all the greatest values of brand which is (Superbrands case study, 2002).Symbolic meaningProducts are no longer just products, they move beyon d the functional meanings. Nowadays, they are definitely social tools serving as a means of communication between the individual and his significant references (Grubb and Grathwohl, 1967 as cited by balustrade and Hogg, 2003). Products are considered as a symbol of individuality and uniqueness, and also symbol of affiliation and social identification. It is particularly trued with the fashion brands. work brands such as clothes, bags, shoes and etc satisfy opposing functions, both social identification and distinction among individuals (Banister Hogg, 2003)Nike must have understood the recipe well. The Just do It campaign in the early 1990s would be a perfect example. Losing ground to archrival Reebok which was quick initiative on designing style, fashion aerobics shoes in 1980s (Keller, 2008), Nike responded dramatically and forcefully by launching the Just do it campaign which was mainly focused on person wearing on products instead of product itself. buy an athlete-endorsed p roduct is one means of symbolically and publicly demonstrating aspirations to be a part of the group and such behaviors are directly influenced by the extent to which a fan identifies with an athlete endorserCarlson and Donavan (2008)Heroes and hero worship was being built as the main themes of advertising. Celebrity endorsements such as Bo Jackson, John McEnroe and Michael Jordon appealed to the consumers sense of belong and hipness. In other words, Americans consumers were convinced that wearing for every part of your life was smart (the shoes are designed for comfort) and hip (everyone else is wearing them you too can belong to this group) (CFAR, 1998).Just Do It campaign succeeded (Nike increased its share of the domestic sport shoe business after launching this campaign in America from 18 percent to 43 percent, regained the leader position) because it could fascinate customers in both separating ways. Wearing Nike as a self fulfilling image declaration if you are hip, you are probably wearing Nike. But perhaps most importantly, it could create the desirable needs -if you want to be hip, wear Nike (CFAR, 1998).Symbolic meanings of Nike brand are also tracked in the research on Symbolic and functional positioning of brands of Bhat and Reddy (1998). This study showed that Nike scored high on the prestige and personality expression scales (See Appendix). The findings of Hogg et al (1998) also support the success of attached the symbolic and emblematic meanings to sportswear brands. The youth showed facility in interpreting the symbolic meanings attached to the sports brands which were associated with the different sports stars (such as footballers, rugby players, athletes and tennis players) and with different sports (e.g. football and rugby.)Brand LoyaltyLuring by good shoe with innovative functionality and athletic aspiration value, Nike has indeed come to object and heart of its customers. By the mid of 1990s, 77 percent of male Americans from the age of 18 to 25 chose Nike as their favourite shoe, according to Rozanski et al (1999). The figure still remains stably despite of that up and down year Nike has been experience, gaining the high score of customer satisfaction at 79 percent rated by The American Customer Satisfaction Index Organization (2009).Figure 3NIKE The American Customer Satisfaction IndexBase-line9798990001020304050607080910 earlierYear%ChangeFirstYear%ChangeAll OthersNM737679797881818379818382831.213.7Athletic Shoes79747476797679798277767979801.31.3NIKE82747373787476767875727578791.3-3.7adidas75747475787376747775787778780.04.0Source American customer satisfaction index organization, 2010It could be said that loyalty to the Nike brand is driven by many external and internal factors such as brands subjective and objective characteristics and loyalty twist programs.One visible example of creating innovative method to start out the strong relationships with Nike users is that creating Joga.com, a social network sit e for foot ball fans. Launching quietly in the early 2006, the site became an instant hit, peaking at 7.5 million viewers when Nike showed Ronaldinho video clips, according to Nike (2006). More than 1 million members from 140 countries signed up by mid July. In this site, fans can create their personal blogs, build communities around favorite teams or players, download video and organize pickup games. By enrolling consumers in building and shaping the content of the website, Nike pulled their loyal customers closer, nurtured deeper bonds of loyalty and advocacy. (Kotler and Amstrong, 2007)Brand AwarenessBrand awareness is the first and crucial stage of consumers preference. It refers to the strength of a brands presence in the consumers mind (Aakers, 1996). Nike has been successful in building awareness. The Swoosh symbol has been appeared everywhere, on shoes, hats, billboards and soccer balls across the globe too remarkably to such extent that one author used the title The Swooshi fication of the creative activity on Sports Illustrated column that imaged a future in which the swoosh could surpass sports to become a letter of the alphabet and the new presidential seal, among other things(Keller, 2008). uncoiled be told, the recognition of the swoosh is extremely high.According to Keller (2008), as of 2000, 97 percent of American citizens recognized the brand logo, as the strong brand penetration. The perusing of Arona and Stoner (2009) on intellect brand personality also assists this fact. The findings indicated that Nike was perceived as a dominant force or authority in the market place, reaching at nearly 90 percent (Figure below)Figure 4 The difference between Nike and Adidas. Source Arora, R. and Stoner, C. (2009) a mixed method approach to reasonableness brand personality, Journal of product and Brand management, 18(4), 272-283.The results of Ross and Harradines research (2004) on brand recognition and awareness on children is also supportive, which showed that Nike could be recognized consistently without identification of brand name, even by the youngest group (aged from 4 to 6 years old). This perhaps may reflect the general level of advertising and promotion that children are exposed to.How has Nike done to build brand awareness?Sponsorships, advertising and experience focused retailing (Nike town) are three vivid channels that Nike has applied to enhance its brand image and awareness. Among these strategies, athlete endorsements could be considered as the most significant success of Nike brand.Nike has been invested millions of dollars to associate their brand names with easily recognizable athletes with the aim of brand image building (1.6 billion dollars is spent on multiyear athlete endorsement by Nike according to Horrow (2007). Athletes at the top of their respective sport such as Micheal Jordan, Tiger Woods, and Lance Armstrong who are well liked and respected by members of the brands target audience are chosen as e ndorsers to associate the Nike brand with the athletes repute image. This strategy has been paid off, for example, since Tiger Woods and Nike cooperated, annual sales for Nike Golf have exceeded to nearly $500 million dollars with an estimated 24 percent growth per year in the first five years of the agreement (Pike, 2006 cited by Carlson and Donavan, 2008).ConclusionSince the Nike name is chosen in 1971 with the concepts of victory, success and speed, Nike has been keeping its great speed in the fierce competitive environment. Building brand image and its associations around a famous person and conducting the two way conversation with power consumers through innovative digital channels, Nike has hold the strong presence in the heart of consumers.REFERENCEAaker, D., 1996. Building strong brands. New York The release PressAaker, David A., 1991. Managing Brand Equity. New York The Free PressElliot, R. and Percy, L., 2007, Strategic brand management, Oxford Oxford University PressGu inn, T., 2008. Advertising and Integrated brand promotion. South Western South Western Educational Publishing.Keller, K., 2008. Best practice cases in branding lessons from the worlds strongest brands. 3rd Ed. NJ Pearson/Prentice-Hall.Kotler, P., and Armstrong, G., 2007. Marketing an introduction. 8th Ed. N.J. Pearson Prentice HallAaker, D. (2009) Beyond functional benefits, Marketing news, 30, 23-24.Arora, R. and Stoner, C. (2009) a mixed method approach to understanding brand personality, Journal of product and Brand management, 18(4), 272-283.Banister, E., and Hogg, M. (2003) Negative symbolic consumption and consumers drive for self-esteem, the case of the fashion industry, European Journal of Marketing, 38(7),850-868.Carlson, B., and Donavan, T. (2008) Concerning the Effect of Athlete Endorsements on Brand and Team-Related Intentions, Sport Marketing Quarterly, 17 (3), 154-162.Court, D. et al. (1997) If Nike can just do it, why cant we, The McKinsey quarterly, 3, 24-34.Hogg, M., Bruce, M. and Hill, A. (1998) Fashion brand preferences among young consumers, International Journal of sell Distribution Management, 26 (8), 293-300.Ross, J. and Harradine, R. (2004) Im not wearing that Branding and young children, Journal of Fashion Marketing and Management, 8(1),11-26.Ross, J., and Harradine, R. (2004) Im not wearing that Branding and young children, Journal of Fashion Marketing and Management, 8 (1),11-26.Rozanski, H., Baum, A., and Wolfsen, B. 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