Tensile test of aluminum and mild steel free essay sample

Tensile tests are fundamental for understanding properties of different materials, and how they will behave under load. These properties can be used for design and analysis of engineering structures, and for developing new Materials that better suit a specified use. This lab tested two materials mild steel and cast iron. The data from each test was used to determine valuable material properties such as ultimate tensile strength, modulus of elasticity, and yield strength. Other calculated properties included true fracture strength, percent reduction of area, and percent elongation. These material properties were used to define the material as brittle or ductile. INTRODUCTION: Mechanical testing plays an important role in evaluating fundamental properties of engineering materials as well as in developing new materials and in controlling the quality of materials for use in design and construction. If a material is to be used as part of an engineering structure that will be subjected to a load, it is important to know that the material is strong enough and rigid enough to withstand the loads that it will experience in service. We will write a custom essay sample on Tensile test of aluminum and mild steel or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page As a result engineers have developed a number of experimental techniques for mechanical testing of engineering materials subjected to tension, compression, bending or torsion loading. The most common type of test used to measure the mechanical properties of a material is the Tension Test. Tension test is widely used to provide a basic design information on the strength of materials and is an acceptance test for the specification of materials. The major parameters that describe the stress-strain curve obtained during the tension test are the tensile strength (UTS), yield strength or yield point (ÏÆ'y), elastic modulus (E), percent elongation (∆L%) and the reduction in area (RA%). Toughness, Resilience, Poisson’s ratio(ÃŽ ½ ) can also be found by the use of this testing technique. In this test, a specimen is prepared suitable for gripping into the jaws of the testing machine type that will be used. The specimen used is approximately uniform over a gage length (the length within which elongation measurements are done). Tensile specimens are machined from the material to be tested in the desired orientation and according to the standards. The cross section of the specimen is usually round, square or rectangular. For metals, a piece of sufficient thickness can be obtained so that it can be easily machined, a round specimen is commonly used. For sheet and plate stock, a flat specimen is usually employed. The change in the gage length of the sample as pulling proceeds is measured from either the change in actuator position (stroke or overall change in length) or a sensor attached to the sample (called an extensometer). A tensile load is applied to the specimen until it fractures. During the test, the load required to make a certain elongation on the material is recorded. A load elongation curve is plotted by an x-y recorder, so that the tensile behavior of the material can be obtained. An engineering stress-strain curve can be constructed from this load-elongation curve by making the required calculations. Then the mechanical parameters that we search for can be found by studying on this curve. Engineering Stress is obtained by dividing the load by the original area of the cross section of the specimen. Stress ÏÆ' = P/Ao ( Load/Initial cross-sectional area) Strain = e = ∆l/lo (Elongation/Initial gage length) Engineering stress and strain are independent of the geometry of the specimen. ELASTIC REGION: The part of the stress-strain curve up to the yielding point.Elastic deformation is recoverable. In the elastic region, stress and strain are related to each other linearly. Hooke’s Law: ÏÆ' = Ee The linearity constant E is called the elastic modulus which is specific foreach type of material. Yield Strength is the stress level at which plastic deformation starts. The beginning of first plastic deformation is called yielding. It is an important parameter in design. The stress at which plastic deformation or yielding is observed to begin depends on the sensitivity of the strain measurements. With most materials there is a gradual transition from elastic to plastic behavior, and the point at which plastic deformation begins is hard to define with precision. Various criteria for thevinitiation of yielding are used depending on the sensitivity of the strain measurements and the intended use of the data. 0,2% off-set method is a commonly used method to determine the yield stength. ÏÆ'y(0.2%) is found by drawing a parallel line to the elastic region and the point at which this line intersects with the stressstrain curve is set as the yielding point. An illustration of 0,2% off-set method is shown in the appendix part. Plastic Region: The part of the stress-strain diagram after the yielding point. At the yielding point, the plastic deformation starts. Plastic deformation is permanent. At the maximum point of the stress-strain diagram (ÏÆ' UTS), necking starts. Tensile Strength is the maximum stress that the material can support. ÏÆ'UTS = Pmax/Ao Because the tensile strength is easy to determine and is a quite reproducible property, it is useful for the purposes of specifications and for quality control of a product. Extensive empirical correlations between tensile strength and properties such as hardness and fatigue strength are often quite useful. For brittle materials, the tensile strength is a valid criterion for design. Ductility is the degree of plastic deformation that a material can withstand before fracture. A material that experiences very little or no plastic deformation upon fracture is termed brittle. In general, measurements of ductility are of interest in three ways: 1. To indicate the extent to which a metal can be deformed without fracture in metalworking operations such as rolling and extrusion. 2. To indicate to the designer, in a general way, the ability of the metal to flow plastically before fracture. 3. To serve as an indicator of changes in impurity level or processing conditions. Ductility measurements may be specified to assess material quality even though no direct relationship exists between the ductility measurement and performance in service. Ductility can be expressed either in terms of percent elongation (z) or percent reduction in area (q) ; z = %∆l = [(lf-lo)/lo]*100 q = %RA = [(Ao-Af)/Ao]*100 Resilience is the capacity of a material to absorb energy when it is deformed elastically. Toughness is a measure of energy required to cause fracture. Poisson’s Ratio is the lateral contraction per unit breadth divided by the longitudinal extension per unit length. ÃŽ ½ =-( ∆d/do)/(∆l/lo)

SSD Benefits

SSD Benefits Can You Receive Financial Assistance While Waiting for a SSD or SSI Decision? Applying for Social Security Disability (SSD) Benefits and Supplemental Security Income (SSI) is a lengthy process that can take months even years before you begin to receive any type of financial assistance. Making ends meet while waiting for a decision to be made can be challenging and stressful on you and your family.The average wait time for Social Security disability claims is over a year, and your claim can be denied. The initial application stage usually takes at least  three months before you can even begin the appeals process.In regards to SSI payments the process is just as lengthy, but the requirements differ. In order to qualify for SSI you must be disabled (or blind), or over the age of 65. The initial criteria for a disabled individual to be able to qualify for SSI is a demonstrated financial need.Many wonder, can I receive financial assistance while waiting for a SSD or SSI decision?While waiting for a Social Security Disability decision or benefits to start you can receive assistance from anyone. The amount you receive while waiting for your decision will not be regulated. Your SSD decision is based not only on your disability, but also on what you have paid into the system over time so the financial assistance you receive while waiting is not a concern.When it comes to receiving financial assistance while waiting for your Supplemental Security Income, the administration will look at the assistance someone has received and can reduce, and in some cases even eliminate, benefits based on the amount. The Social Security Administration will ask a series of questions to determine whether the amount will impact SSI payments and to what extent. A claimant should keep proper record of any gifts or loans to determine whether and to what extent, the amount could effect eligibility.The disability benefits process is hard enough but waiting is even harder. It is important to have an experienced Social Security Disability lawyer by your side making sure yo ur case doesn’t fall through the cracks.Disability Attorneys of Michigan have helped thousands of people win the disability benefits they need. Living with a disability is hard enough, but without a regular income life is a real struggle.If you are disabled and unable to work, call  Disability Attorneys of Michigan  for a free confidential consultation. We’ll let you know if we can help you get a monthly check and help you determine if any money or assets you receive could impact your eligibility for disability benefits.Disability Attorneys of Michigan works hard every day helping the disabled of Michigan seek the  disability benefits  they need. If you are unable to work due to a physical, mental or cognitive impairment  call Disability Attorneys of Michigan now for a free consultation at  800-949- 2900.Let Michigan’s leading social security disability law firm help you get the benefits you deserve.Disability Attorneys of Michigan, Compassionate Exc ellence.

Communities & Ecosystems Food Web Poster Assignment

Communities & Ecosystems Food Web Poster - Assignment Example While saprotrophs helps in speeding up decomposition of matter, they act like detritivores but decomposition of matter by saprotrophs happens externally as opposed to detritivores that consume dead organism (Begon et al 326). Food web describes a collection of food chains. Food web shows different organism depending on more than one organism. This because some organisms such as owl as shown above on food web do not rely on one source of food like grasshoppers that only eats grass. Tropical levels are different levels in the food chain where organisms are categorized into either producers or consumers. This level depicts the transfer of energy from one level to another level. There are different levels in a food chain. For example, in a food chain above, first level comprises of producers, second level are herbivorous that feeds on plants. The next level is carnivorous which depends on herbivorous. Highest level is carnivorous that eats other small carnivorous owl is an example (Rastogi and Kishore 72). The first energy comes from the sun where it is used by plants to make food hence generating energy. The nutrient made from a plant through photosynthesis keeps plants alive. Energy is transferred to herbivorous as the first consumers of plants. The transfer of energy goes on up to the last of tertiary consumers. All energy from the sun is not used by the plant. When herbivorous consume plant to gain energy not all the plant nutrients are used to create energy, some are lost through passing out of feces. Herbivorous uses the energy gained from food consumption, but some energy is lost through respiration and heat loss (Rastogi and Kishore 75). The shape of pyramid varies as it rises to the top based on the fact that energy is lost from one level to another as stated above. From the food web above, not all grass is eaten by grasshopper to gain all energy transferred from the sun through photosynthesis. Energy

Power from the play Freakshow by Carson Kreitzer Essay

Power from the play Freakshow by Carson Kreitzer - Essay Example Flip, but lacking any ability to escape from their situation lacking other viable options in society. As Francine Russo of the Village Voice writes in her review of the play: â€Å"Playwright Carson Kreitzer gets Freakshow off to a ripping start. She plunges the audience immediately into the intrigues of a turn-of-the-century sideshow— tales of freaks born and made, of the genuine article and gaff, of the ‘shame of exhibition’ and the terrible need to be seen. She sketches the liaisons among Amalia; her muck-covered lover Matthew; the idiot Pinhead; Aquaboy, the human salamander; the Girl, a pert runaway; Judith, the dog-faced woman; and Mr. Flip, the operation's unctuous barker, promoter, and paterfamilias.† (Russo, 1999) Most symbolic of the enslavement of the circus slideshow performers is the way that Pinhead is kept in a cage on the stage. Whereas the mental capacity or genetic defect of Pinhead is deformed, it is important that this type of handicap w ould generally be better treated in a mental hospital or care facility. The symbol of the cage is ironic, in that the cage is equally present for the other members of the freakshow, only invisible. The key difference between the other freakshow members and Pinhead is their amazing wit, intelligence, and irony fuses to form a type of wisdom about life and society that only the truly excluded outsiders can possess. The intellect of Judith the Dog Faced Woman and Amalia the Amputee is also displayed as an aspect of sexuality that transgresses the barriers and boundaries of the disability and attracts the audience in a seductive manner. The humor of the characters creates a beauty born of understanding life from its worst positions of fate. On the contrary, the slavemaster mentality of Mr. Flip is merely a hyper-exaggerated example of typical modern management styles, and the circus itself a parody of capitalism in the extreme. Where the mainstream society operates on norms and stereoty pes of beauty in media advertising, the circus beauties are the hideous bottom of what would be considered opposite to that ideal popularly. Yet, in this extreme, the fascination and attraction of the public is nearly as great. The difference is that Mr. Flip is more likely to profit from the attraction of the public and their admission fees, while the freakshow cast is only given reprieve from having to exist without a role in society. As Damien Jaques writes: â€Å"Often using monologs, ‘Freakshow’ darkly speaks to the contradictions, anomalies and paradoxes that reside beneath the surface in all of our personalities. It reminds us to not make assumptions about people or situations, and it sheds light on the dependencies that often shape the lives of seemingly ordinary people. An undercurrent of primal sexuality insistently flows through the piece.† (Jaques, 2010) The Ringmaster is the most normal of the â€Å"Freakshow† cast in many ways, a simple salar y-man broken by time and the weight of futility like so many others in his situation in the mainstream industrial landscape. His love of the freakshow in many ways operates on the same pattern of the public, and is related to his own depravity as a human being. Just as in Dostoevsky’s novels the characters seem fated to walk a path of self-destruction, all the while knowing that

See description Essay Example | Topics and Well Written Essays - 1000 words

See description - Essay Example While offshore drilling is not the complete answer to our energy problems there are a few advantages and benefits that we will reap if this is pursued. On the other hand, careful examination of the possible consequences should be done to determine if the disadvantages outweigh the advantages. . One of the largest benefits of offshore drilling for oil and gas is the financial gains it would bring to the country. This type of production would result in the creation of hundreds of jobs which are well needed to lower the unemployment rate which has grown significantly since the economic recession. According to the American Energy Alliance (2009) offshore drilling would bring three phrases of development that would contribute significantly to the nation’s economy. The organization stated that industries would grow from the initial exploration and development of offshore facilities; the extraction of oil and gas resources; and refining crude oil into finished petroleum products. The report from the organization also predicted $2.2 trillion in total tax receipts; 1.2 million jobs annually across the country and $70 billion in additional wages each year. The United States currently imports two billion barrels of oil annually. The Energy department has announced that this year it is expected to import 2.7 trillion cubic feet of natural gas. A sustained flow of oil from a domestic source of energy would create sustained financial flow to the national treasury thus allowing the government to focus on many areas left unattended due to lack of proper funding. Another advantage of offshore drilling comes in the way of increased political power and authority. The dependence of the United States on oil and gas imports has lessened the power it has in influencing the price of oil. This power lies in the hands of the Organization of Petroleum Exporting Countries (OPEC) that have the power of manipulating oil production which can negatively

Chickens Essay examples -- Factory Farming, Arsenic, Pasturing

As a kid you grow up learning new things, you ask questions and you hope that in return you get answers. A question that is often asked is ‘what came first, the chicken or the egg, or how is our food made?’ Many people find answers for things that they don’t know about, but what one doesn’t know might be better for them. What I can tell you is how chickens are raised and the many different ways that they are brought up. What I cant tell you is what came first, the chicken or the egg. I can tell you the difference from a chicken that was brought up in a factory farm from a chicken that was brought up in your back yard. There is a big difference from a factory chicken from a back yard chicken, such as the type of food they are fed, or their living space. Chickens are fed foods that have chemicals in them that can get into the human body. They are also tortured when they are brought up in factories because the chickens are kept in cages where there for four of them will be stuffed into one cage. Chickens are clipped on their feet and beaks so that when they are in a stressful situation they will not peck at the other chickens when they are all in the same cage. Chickens are carried from one factory to another in a truck where over half of the chickens die. The government call these facilities Concentrated Animal Feeding Operations or CAFO’s. The (EPA) otherwise known as the Environmental Protection Agency defines a CAFO as the â€Å"new and existing operations which stable or confine and feed or maintain for a total of 45 days or more in any 12-month period more than the number of animals specified† in categories that they list out. Also there will be no grass or other vegetation in the confined areas. Factory farming mainly began a... ...es and fats. Pasturing is also a cost-effective and healthy way to raise chickens. It is both good for the environment and the chicken itself. Chickens that are brought up on a farm have a better life and their meat is healthier for the consumer. If you go out and buy chicken from a store, you have no idea what kind of process that meat has been through or what has been added to it. You could be eating something that could get you very sick or even kill you. Factories should have law and those laws should state that artificial growth is illegal and not healthy for our food. If every person in the world took a step back and realized how our everyday food effects our lives or the environment around us we might find better ways to make a profit. So the next time you go to ask a question about where something comes from, you might want to think twice about it.

Brand Management

A RESEARCH PROPOSAL ON MARKETING BRAND MANAGEMENT This proposal is about one particular aspect of marketing, â€Å"Brand Management†. Marketing is a vast discipline so as a part of writing this proposal; I chose one particular aspect of it, which will provide information about several aspects of brands in global scenario. The main objectives of writing this proposal are: 1. Understanding the concept of brand and brand management 2. How brand names get evolved 3. Relationship of brand management and marketing 4. Different issues regarding brands in global scenario 5.Branding challenges This is the age of marketing. Today the success of any organization depends on the level of its marketing ability. Marketing has gained a great deal of importance in modern organizations to achieve its goals. However the concept of marketing continue to change along with the changes in nature of competition and consumer demands. According to Kotler and Armstrong –â€Å" Marketing is a pro cess by which individuals and groups obtain what they need and want by creating and exchanging products and value with each other†. Marketing is like giving medicine to a patient. You can read also Portfolio Management QuizzesPatient identifies a problem within them and then the health personnel delivers specific medicine to cure the problem. Marketing is also the same. Customer has certain problems or feels some deficiency and marketing delivers them with the right product to deal with. Marketing is the process of communicating the value of a product or service to customers. Marketing might sometimes be interpreted, as the art of selling products, but sales is only one part of marketing. Actually â€Å"selling† is traditional of marketing and â€Å"marketing† is a modern form of selling.As the term â€Å"Marketing† may replace â€Å"Advertising† it is the overall strategy and function of promoting a product or service to the customer. The concept of marketing has changed over time. Previously, people preferred only production and selling as a part of marketing. But as the competition rose, they started valuing product quality, cust omer relationship, societal responsibilities as well as other supply chain participants. From a societal point of view, marketing is the link between a society’s material requirements and its economic patterns of response.Marketing satisfies these needs and wants through exchange processes and building long-term relationships. . Marketing can be looked at as an organizational function and a set of processes for creating, delivering and communicating value to customers, and managing customer relationships in ways that benefit the organisation and its shareholders Major concepts related with marketing can be outlined as: a. Studying consumer behavior b. Brand management c. Selling and sales management d. Managing market intermediaries e. Service marketing f.Identifying customer needs, wants, market segment and product positioning g. Distribution logistics and supply chain relationships h. Responsibilities towards society and customer In this proposal, we focus on one of the maj or aspect of marketing, Brand management. Branding has been around for centuries. The word â€Å"brand† is derived from the Old Norse brandr meaning â€Å"to burn. † Initially, branding was adopted to differentiate one person's cattle from another's by means of a distinctive symbol burned into the animal's skin with a hot iron stamp, and was subsequently used in business, marketing and advertising.A brand is the most valuable fixed asset of a Corporation. For any organization to make its identity in the market requires a specific domain name. It helps to get recognized in the market. Brand name gives identity and helps it get recognized differently in the market. A modern example of a brand is Coca Cola, which belongs to the Coca-Cola Company. Similarly, Harley Davidson, Apple, Samsung, Adidas, Nike, Britannia etc. are other examples of brand. According to American Marketing Association (AMA) –â€Å" A brand is a name, term, sign, symbol, or design, or a ombina tion of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition. † BusinessDictionary. com describes brand management as the process of maintaining, improving, and upholding a brand so that the name is associated with positive results. Brand Management is actually the process of maintaining the value of brand and revising any associated entities as per the need of situation. It plays a crucial role in the success and failure of the organization. Why is brand an important aspect of modern marketing?The reasons are: 1. Means of identification as a unique name in the market 2. Means of legally protecting the unique features 3. Signal of quality level to customers 4. Base for competitive advantage 5. Increases level of awareness of the brand 6. Customers feel safe to negotiate with registered brands 7. Gives idea about product association 8. Brand is a promise made by the company to customer 9. It serv es as a means of advertising 10. It explains what the product is associated with Several companies put their brand names based on different variables.Some name their product on the basis of their owners. Honda motors were named after Soichiro Honda, Harley Davidson motors was found by combined efforts of William S. Harley, Arthur Davidson and Walter Davidson. TATA motors was named after Jamsedji Tata(JRD Tata), Adidas sports wear was named after Adi Dasler and Bajaj auto was named after Jamnalal Bajaj. Some have named the products after the name of places like Chevrolet Tahoe SUV, British Airways, Sanmiguel beer, hamburger named after â€Å"hamburg†, a place in Germany, Hindustan petroleums named after â€Å"Hindustan† meaning India and others.Brand names named after names of animals and birds are Dove soap, Mustang automobiles, Greuhound buses, Panther condoms and others. Brand names has always been an important aspect of marketing strategy. Organizations spend millio ns searching for a valid name for the organization. They make sure that the names suit to the product or service the company is offering. They too ensure that those names do not collide with brand of other organization. Eg: World Wide Fund (WWF) filed World Wrestling Federation (WWF) a legal suit for keeping a similar name. Due to this world wrestling federation had to change its name.Therefore choosing brand name is a very sensitive decision. For choosing a brand name, an organization has to follow given procedures: 1. Define objectives 2. Generate possible names 3. Screen initial candidates 4. Study the candidate names 5. Properly research final candidate 6. Select the final name Therefore to establish a strong brand, it has to take in consideration the following blocks of brand building: Resonance Resonance Imagery Imagery Feelings Feelings Salience Salience Performance Performance Judgements Judgements Fig: Brand Building Blocks Fig: Brand Building BlocksSalience is the level of awareness regarding the brand to the customers. It checks the ability of a customer to recall and recognize a particular brand or its logo, symbol, name. After the customer’s awareness is identified, it checks the performance of the brand regarding how reliable and durable the brand is. It also checks the serviceability i. e. ease of repairing the product if needed. After the performance is identified, it views the imagery aspect i. e. who uses the brand, conditions of use of the product, brand personality, values etc. It is the way the people think about a brand and is more concerned with intangible aspect.Brand judgments are customer’s personal opinions about the evaluations about the brand that consumers form by combining brand performance and imagery blocks. Customers judge the brand on the basis of quality, credibility and superiority. Another building block is feelings with the brand. They are customer’s emotional responses and reactions towards the brand . It checks what type of feeling they get by the use of the brand like feeling of warmth, fun, security, self respect, excitement status etc. Final brand building is resonance. It is the ultimate relationship with the brand.Resonance is measured in terms of intensity of psychological bond with the brand and the degree of loyalty towards the brand. Positioning aspect of brand In marketing, positioning is the process by which marketers try to create an image or identity in the minds of their target market for its product, brand, or organization. Brand positioning is at the heart of marketing strategy. It is the act of designing the company’s offers and image so that it occupies a distinct and valued place in the minds of target customers. As the name implies, positioning means finding proper location in the minds of customer.Any company cannot formulate its marketing strategy without positioning its brand in certain aspects. Positioning explains what the brand intends to provid e to the customer. It reveals what the product is related to. Brand positioning describes how a brand is different from its competitors and where, or how, it sits in a particular market. The company has to keep in mind that positioning should be clear, distinct and relevant. For example, Apple and Windows both are well known brand. Consumers are aware that they both are computer brands dealing in entertainment, but Apple stands for style, cool quotient, iPod etc. here as Windows stands for world class operating system, quality etc. Consumer can easily identify point of similarities and points of difference between the two brands. This process of creating point of similarities and points of difference in consumer’s mind is called Brand Positioning. Companies position their brands in different ways so as to create a distinct image in the market. They may position it on different bases like low price, high price, size, package, quality, gender, endurance, substitution and many o thers. Positioning of different brands: 1. Low price brand: Wal-Mart retail store . High price brand: Rolex, Mercedes Benz 3. Quality brand: IBM, Toyota, Motorola 4. Endurance: CEAT tyres, Land rover, Honda 5. Size: Nano car, Slim Motorola mobile 6. Gender: Gillette Razor, Axe perfumes, Fair ; Handsome for men Femine magazine, Avon cosmetics, Fair ; Lovely for women 7. Substitution: Sugar free Natura has placed itself as substitution for sugar and Eveready milk powder for liquid milk Similarly Coca-Cola has positioned as a cold drink useful in summer and there are many feelings associated with it and not only as a mere drink.On the other hand Pepsi has positioned as a cold drink for the young generations and Mountain Dew has presented its image as a drink for adventure loving customers. Sometimes, same positioning does not work out for the company in long run. It has to reposition and revitalize its brand over times either to revive or strengthen its brand. Different marketing strat egies, several research plans has to be worked out and sometimes-even management structure has to be changed in order to revalue the brand. There are several Brand reinforcement strategies that the organization can adopt overtime to cope with the changing situations.Some of them are: 1. Maintaining brand consistency: Brands should be able to provide a consistent image to occupy a shelf in the mind of customers. If not, it may fail in the market situation. For example Gateway computers applied various strategies and themes to extend the brand with mergers and portfolios. Due to this, customers confused with its positioning and its stock price reduced from USD100 to USD 3 in 2005. 2. Protecting sources of brand equity: Any organization should know its strength factor. It should identify its major source of brand equity to sustain in the market.At certain times, brand have to revitalize itself since there many forces acting in the market to rule out other brands. Companies might have t o adapt to following Brand Revitalization strategies to resurrect itself: 1. Expanding brand awareness: Brand awareness can be expanded through: a) Identify new usage opportunities Charles Revlon introduced nail polish not only as a matter of covering nails but as a match for dress, style sense and beauty. b) Identify completely new ways to use the brand Wrigley’s chewing gum introduced itself as not only a gum but as an alternative for smoking. 2. Improving brand image:Different ways of improving brand images are: a) Repositioning the brand Harley Davidson’s motorbikes were previously believed to be used by rowdies. The riders who rode Harley had some rough like character like long hairs, big muscular arms, and tattoos painted on their bodies and moustache and beards. Those made people perceive that only rowdies rode those motors. Later Harley Davidson relaunched itself as a bike for gentlemen leaving apart its previous image. Similarly Harley encouraged lady riders t o take the riders edge by introducing a poster of a lady rider with a tagline –â€Å"I am not a back rest†. b) Changing brand elementsKentucky Fried Chicken changed its name (brand element) to KFC (although, it is only short version of the full name) to perceive a healthier image. Also, Federal Express (a courier company) changed its name to FedEx to sound more professional. c) Entering new markets Brunswick Billiards introduced new strategy to pool market to enforce its sales targeting female customers. Initially wives would not approve the purchase of billiard board in their home as it was called a male type of game. Later it introduced elegant designs targeting design conscious women who would now purchase a pool table on aesthetics ground and a showpiece to room.Lets take an example of a company who adopted Brand revitalization strategy to resurrect its brand position after being at height at its low: Lacoste sportswear, founded in France, 1933 became a style icon by selling polo shirt featuring a crocodile logo in it. In 1980, when it was owned by General Mills (cereal makers), it failed to keep up with fashion trends and sales began to drop. Company cut prices and started to sell it to discounter’s like Kmart and Wal-Mart that further damaged brands image. Then in 2002, Robert Siegel, former Levi’s executive was appointed to oversee the brand in United States.He withdrew Lacoste products from all non-luxury stores and discounters. It regenerated its fashion trends by introducing tight fitting shirts for women that raised revenues of women wear from 7% to 33%. It opened own brand boutiques in fashionable shopping areas. Due to this, Lacoste’s US revenues rose more than 280% between 2003 and 2005. There are several challenges to products today sometimes because of the competition and sometimes due to the implementation of wrong product strategy. An organization has to keep in mind the nature of product and suitable market ing strategy.Marketing campaigns has to be launched depending upon what class of customer it is intending to serve, gender of customer, objectives of campaign whether it is market penetration or improving market share or survival mode. Appropriate strategy at the right time invites fortunes and mistimed marketing strategy might backfire the organization. Therefore right plan for the right brand is always critical. Marketing strategies for effective brand building 1. Selecting brand elements like name, logo, symbols, slogans, and packaging. 2.Adopting proper product strategy like achieving a satisfactory level of customers perception towards the quality of the product and relationship marketing 3. Adopting pricing strategy like improving consumers price perception towards the brand and relevant price setting 4. Promotion through marketing communication options and integrating marketing communication programs like advertising, direct selling, public relation, and trade promotion etc. 5. Leveraging secondary associations: brands may be linked to other entities that have their own knowledge structures in the mind of customers.When brands are linked to these entities customers assume that those characteristics that they hold about those entities also may be true with the brand. For example when Adidas brand was endorsed by tennis star Roger Federer (then No. 1 rank), then people who knew Federer as best tennis player also developed similar attitude towards the features of Adidas brand. There are certain strategies for building a strong brand. Some of them are: Licensing: Licensing creates contractual arrangements whereby firms can use names, logos, and characters of other brands to market their brands for some fixed fee.People pay fees to use popular names such as Harry potter, Spider-Man, SpongeBob, Angry Birds or any famous celebrity in their products so that they too gain popularity easily. For example, when you buy a copy of Microsoft Office you are not actuall y purchasing Office–you are entering into a license agreement that allows you to use the product under the specified terms and conditions they have outlined in the license agreement. Similarly designer such as Calvin Klein command large royalties for the right to use his name in variety of merchandise. Franchising:A franchise is a license issued to someone to operate a business using a common brand name, a common operating support system and involving the payment of initial and/or ongoing fees. A franchise also offers the franchisee with the ability to capitalize on the know-how and systems that have been proven to be successful. . Small-business owners pay companies for the rights to use their trademarks, services and products in return for support and company guidelines on how to run their particular businesses. Many industries have companies using the franchise model, including food, lodging and business services.For example McDonalds has over 75 percent of its worldwide r estaurants independently owned. Business owners can purchase a new or existing restaurant. An initial down payment is required, and the rest of the cost can be financed for up to seven years. During the terms of the franchise agreement, ongoing fees include rent and service fees. It is one of the world’s famous franchises. Some challenges in Brand Management: 1. Brand switching customers 2. Media fragmentation i. e. introduction of several medias for promotion that may lead to increase cost and cluttering of information 3. Increased competition 4. Growing need for customer concern . Sometimes socio-cultural issues also leads to create problems in brand management. For example nudity in advertising are strictly banned in South Asia. Due to this, advertisements of brands of apparels, innerwear, and lingerie may not produce the desired response. 6. Sometimes the brand name themselves may imply different meanings in several countries. Some of the global branding Mishaps are prese nted below: a. When Braniff translated a slogan touting its upholstery, â€Å"Fly Leather†, it came out in Spanish as â€Å"Fly Naked†. b. Coors put its slogan, â€Å"Turn it Loose†, into Spanish, where it was read as â€Å"Suffer from Diarrhea†. c.Chicken magnate Frank Perdue’s line, â€Å"It takes a tough man to make a tender chicken†, sounds much more interesting in Spanish: â€Å"It takes a sexually stimulated man to make a chicken affectionate†. d. Why Chevy Nova never sold well in Spanish-speaking countries: No Va means â€Å"It doesn’t go† in Spanish. e. When Pepsi started marketing its product in China, they translated their slogan, â€Å"Pepsi brings you back to life†, pretty literally. The slogan in Chinese meant â€Å"Pepsi Brings Your Ancestors Back From The Grave†. f. When Coca-Cola first shipped to China, they named the product something that when pronounced sounded like, â€Å"Coca-Cola†.The only problem was that the characters used meant, â€Å"Bite the wax tadpole†. They later changed to set of characters that mean â€Å"Happiness in the mouth†. g. A hair products company, Clairol introduced the â€Å"Mist Stick†, a curling iron, into Germany only to find out that Mist is slang for manure in German. h. When Gerber first started selling baby food in Africa, they used the same packaging as in the United States, with the cute baby on the label. Later they found out that in Africa, companies routinely put pictures on the label of what is inside because most people cant read. i.Japan’s Mitsubishi Motors had to rename its Pajero in Spanish-speaking countries because the term related to masturbation. j. Toyota Motor’s MR2 model dropped the number in France because the combination sounded like a French swearword. Here is a list of Top ten Brands in year 2012 1. Coca-Cola : It’s brand value raised by 9% than last year. Last year too it was Ranked as number one. 2. Apple : Despite Steve Jobs passed by, its brand value rose by 129% from last year. Last year it was at number eight. 3. IBM : It’s brand value rose by 8%. Last year it was at number two. 4.Google : It’s brand value rose by 26%. 5. Microsoft : It’s market value went down by 2%. Last year it was No. 3. 6. GE : General Electric’s brand value rose by 2%. last year, it was No. 5. 7. McDonald : It’s brand value rose by 13% than last year. 8. Intel : It’s brand value increased by 12%. 9. Samsung : It’s brand value rose to 40% from last year. 10. Toyota : It’s brand value rose to 9% from last year. Source: International Business Times. Conclusion In the above-mentioned information, we have seen that brand management is really an essential element in marketing.No company can thrive towards success if it is not able to choose the right branding strategy according to the market situation. Global compet ition has made it even more complex. Brand name is the one that identifies the company in the market and if not careful, brand name may be solely responsible for causing downfall of the company. I chose this topic, â€Å"Brand Management†, because in my Bachelors Degree, I studied Marketing as my course of specialization in last two semesters. I am very interested in studying marketing because it a dynamic subject and I like studying more about Companies, their Branding Strategies and the easons why they succeded or failed. I am very much interested to do the marketing course in my Masters Degree. This will give me more exposure to the complex business structure and as well as help me guide my career in this field. References Websites www. wikipedia. com www. google. com www. BusinessDictionary. com www. managementstudyguide. com www. whatis. com www. slideshare. com www. entreprenuer. com www. bigkerbang. com www. internationalbusinesstimes. com Books Strategic Brand Managem ent, Keller, Kevin Lane Fundamentals of Marketing, Agrawal, Dr. Govind Ram