The Culture of Beauty Essay - 873 Words

No two people in the world are the same or have the same ideas. The main reason for this is because everyone is an individual with their own perceptions. In addition, another reason is because of the culture they have grown up in and learned to accept. One’s cultural perception has a huge impact on their idea of beauty. Each cultural group has invented their own ideas to reflect their natural idea of beauty. A broad example would be the Eastern and Western ideals of beauty. The Western beauty is described as white, usually tan, thin, large breasts, small waists, and delicate features. Mostly all present day people from various races prefer a Western ideal of beauty. This idea of beauty is commonly used as a comparison tool no matter†¦show more content†¦Western’s idols are normally shown clothed, whereas Eastern’s idols are usually shown naked. The Western culture suggests that beauty is within the scripture. The Eastern culture’s idols are seen a s even more beautiful naked because they are respected and god-like. Each culture is called to admire one anothers idea of religious beauty so that their own cultural or religious beauty can flourish (Jain). â€Å"The nude body is thought to be the most beautiful thing because it captivates and seduces others and ourselves without beautification.† Nudity is not particularly approved of in either Western nor Eastern cultures. Both cultures’ definitions of the nude body are different in some way or another. We are not used to seeing or observing the naked body because of our religion, culture, and how we are raised. It is considered distasteful because of the sexual pleasure or instincts that are often associated with the naked body (Jain). Throughout the years, a woman’s body has been slowly revealed more and more. Clothes have become tighter, dresses and skirts have become shorter, and the neck line has become lower. Fashion has changed tremendously and the main reason is for sexual appearance. â€Å"Nudity-the natural conclusion- will never be in fashion, not just because the weather would not allow it, but because it is the only style that would put the whole indu stry on social security† (L.Watson 9). Many people want to beShow MoreRelatedWestern Culture and Beauty Standards702 Words   |  3 PagesIntroduction:— Western culture is extremely popular in Asian countries like China, Taiwan, Korea, Japan and Thailand, to the point where entire generations of young adults are finding themselves in the middle of a warped identity crisis. These people have been bombarded by unrealistic images of what they should look like by the media, society, friends and sometimes, even family. This has created a narrow beauty standard which has manifested itself into many problems like—eating disorders, chronicRead MoreCulture of Beauty and Controversy in Advertising967 Words   |  4 Pagesthings are what girls are supposed to do to be considered attractive. Why do you need to have your nails look nice to be attractive? That doesnt even make sense. I obviously have been affected by this beauty myth that Naomi Wolf talks about in her article. I agree with her when she talks about how the beauty standards just keep getting worse and worse for women. Every decade there are so many more things shown in advertisements that women should do to look younger and more beautiful. I actually agreeRead MoreBeauty Is a Reflection of Culture and Perception Essay809 Words   |  4 PagesHow beauty is perceived and what beauty is defined as is a very controversial topic. Beauty is a reflection of one’s culture and perceptions. However, one’s idea of beauty may becom e contorted. This results in a misperception of what beauty really is. Society makes it out to be a perfect model or celebrity that no one can compare to. In order to understand why beauty is not a universal idea, one must know what beauty is, what each culture perceives as beauty, and the misperception society gives peopleRead MorePromoting Natural Beauty and Cultures of Indonesia to The World Promoting Natural Beauty and Cultures of Indonesia to The World 1145 Words   |  5 PagesPromoting Natural Beauty and Cultures of Indonesia to The World The Republic of Indonesia is known as the largest archipelago in the world comprising more than 17,000 tropical islands, located between the Pacific and Indian Oceans and the biggest islands are: Sumatra, Java, Kalimantan (Borneo), Sulawesi, and Papua. Indonesia is not complete without one of the most famous island in the world, Bali, famous for its beautiful beaches and strong culture of Indonesia. Besides being famous for its landscapesRead MoreThe Attainment of Beauty Attractiveness across Cultures1900 Words   |  8 Pages The Attainment of Beauty Attractiveness across Cultures What is beauty? Beauty is defined as â€Å"the quality of being physically attractive or the qualities in a person or a thing that give pleasure to the senses or the mind† (Merriam-Webster dictionary, 2014, para. 1). Heine (2012) has found that beauty and attractiveness can vary across cultures. Although, there are specific features of a person that seem to be considered as beautiful and attractive across all culture spectrums. These featuresRead MoreWestern Culture s Ideal Beauty Type963 Words   |  4 Pagesreinforces traditional views of masculinity, sexuality and beauty. Through the depiction of the man as the womanizing, adventurer and the woman as a passive, sexual being the Axe Campaign uses conventional portrayals of gender roles in order to sell their product. 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One just has to examine the amount differing beauty industries earn early for this fact to be evident. For example, the diet industry is a thirty-three billion dollar industry, with the cosmetic industry following close behind with twenty billion yearly (Wolf 16). However, this obsession with beauty is not without cause. As stated in Body Image: Understanding Body Dissatisfaction in Men, Women, and Children, â€Å"In affluent Western societies, slenderness isRead MoreSheri S. Teppers Novel, Beauty Essay1613 Words   |  7 Pagesmisconceptions about beauty and its importance, in todays society. In a time when physical beauty can be of utter importance, we seem to be at a loss of it. What is beauty and where can it be found? Can we see it in the air we breathe, the brilliant oc eans, in the striking sunsets, or even in one another? With the weight of beauty in todays society, the common use of expressions used to describe lifes brilliance is expected. The many expressions used to discuss beauty such as beauty lies in the eyesRead MoreEssay about Beauty Andthe Beast Story and Film Comparison1570 Words   |  7 PagesBeauty and the Beast: Marie Le Prince de Beaumont story vs. Disney film In Europe, the 1700’s was a different time than present day America in which Marie Le Prince de Beaumont’s and Disney’s version of the text of Beauty and the Beast was written and made. To begin with, Europe in the 1700’s was very religion based, meaning that God always came first no matter the situation and has been a dominant thought in shaping the future for Europe. The order of priorities in that time in Europe was God

The Effects Of Operant Conditioning And Positive...

One of the most well renowned American behavioral psychologists, B.F. Skinner was considered a pioneer in the development of operant conditioning and positive reinforcement. While some of his radical views, such as the illusion of free will, garnered criticism, his contributions to the field of behaviorism, most notably â€Å"The Skinner Box†, made him an influential psychologist. B. F. Skinner was born on March 20, 1904 in Susquehanna Pennsylvania, a small railroad town where he enjoyed roaming the countryside. From a young age, Skinner demonstrated his intelligence, and had gained a reputation in high school for debating intellectual and philosophical subjects with his teachers. After graduating valedictorian of his class, he attended Hamilton College in Utica, New York. Graduating in 1926, Skinner decided to spend a year writing and during this period, he became highly interested in behavioral psychology after reading philosopher Bertram Russell’s review of John B. Watson’s Behaviorism. At twenty four, Skinner enrolled as a psychology graduate student at Harvard University and earned his degree three years later. Skinner adhered to the principles of behaviorism, a popular school of thought until the 1950 s. Behaviorism differs from other fields of psychology in that it is not a mental science, which treats unobservable mental events as the causes of behavior, but instead claims that the cause of a behavior is due to the environment and the individual sShow MoreRelatedClassical and Operant Conditioning Essay1000 Words   |  4 Pagesworld. Classical conditioning and operant conditioning are both basic forms of learning, they have the word conditioning in common. Conditioning is the acquisition of specific patterns of behavior in the presence of well-defined stimuli. Classical conditioning is a type of learning in which an organism learns to transfer a natural response from one stimulus to another, previously neutral stimulus. Classical conditioning is achieved by manipulating reflexes. Operant conditioning is a type of learningRead MoreClassical Conditioning And Operant Conditioning1249 Words   |  5 Pagesstimuli or a behavior and a learned stimulus. Associative learning is divided in to two central techniques, classical conditioning and operant condition. Classical and operant conditioning are basic methods of learning and conditioning is used to adapt a behavior or association through a stimuli or consequence (Ciccarelli, 2012). While classical conditioning and operant conditioning are key elements in associative learning, they have significant differences. A clear contrast between the two theoriesRead MoreOperant Conditioning And Its Effect On Behavior1380 Words   |  6 PagesOperant conditioning refers to the method of learning to occur through rewards and punishment for behavior (Staddon Cerutti 2002). In the operant condition, an association occurs between the behavior and the consequences of the behavior. Behaviorist B.F Skinner coined operant conditioning, and that is why some refer to it as Skinnerian conditioning. Skinner started studying operant conditioning in the late 1920s when he was a graduate student at Harvard University. As a behaviorist B.F SkinnerRead MoreA Study on Operant and Classical Conditioning1477 Words   |  6 PagesOperant and Classical Conditioning Classical conditioning best explains reflective responding that is largely controlled by stimuli preceding the response, while operant conditioning is the kind of learning influenced by stimulus events that follow the responses. (Weiten). In operant conditioning, reinforcement is defined as after the fact. Reinforcement follows a response and increases tendency to make the response. In classical conditioning, the reinforcement comes before the response is madeRead MoreThe Theory of Operant Conditioning1136 Words   |  5 Pagesï » ¿ The Theory of Operant Conditioning PSY390 October 6, 2014 Introduction The study of human behavior by psychologists such as B.F. Skinner, Edward Thorndike, Ivan Pavlov, and Watson is fascinating. These five psychologists each have different theories on human behavior. There are similarities and differences in each of the theories. Ivan Pavlov’s classical conditioning theory, studied animals and formed the basis for behavioral psychology (Cherry, 2013). Edward Thorndike’sRead MoreTraining A Dog For Roll Over Is A Great Model For Evaluating Acquiring New Knowledge And Behaviors985 Words   |  4 Pagesunderstand how learning works so that you can develop a strategy to properly and quickly teach your dog. The example of training a dog to roll over is a great model for analysing the aspects of learning involved with this process. Understanding how operant conditioning works and how to reinforce a desired response to that stimuli will help trainers effectively teach dogs. Psychologists, such as Myers (2013), define learning as the process of acquiring new knowledge and behaviors. In this case we are specificallyRead More Learning Behavior Essays707 Words   |  3 Pagesobservable behaviors and environmental events, rather than mental processes.   Ã‚  Ã‚  Ã‚  Ã‚  Classical conditioning is a process of learning associations between stimuli used by Ivan Pavlov, a Russian physiologist. In classical conditioning, a stimulus causes an existing behavior to occur. Pavlov used classical conditioning to study dog salivation. A ringing bell was used as a neutral stimulus. During the conditioning the bell is repeatedly sounded immediately before the food is placed in front of the dog producingRead MoreConditioning Procedures in Shaping Childrens Behaviour1582 Words   |  7 Pages2. A child is repeatedly exhibiting inappropriate and unwanted behaviour (e.g. hitting sibling), which conditioning procedures could be used to most effectively stop this? Behaviours that produce favourable consequences are repeated and become habits, but those that produce unfavourable consequences tend not to recur (Ouellette and Wood, 1998 as cited in Martin et.al, 2006). Experience changes the probability of repeating certain behaviours indicating that learning involves adaptation. As timeRead MoreSkinner Behavioral Analysis Summary972 Words   |  4 Pagesgenetics. Conditioning According to our text Skinner recognized two forms of Conditioning. One is called classical and the other is operant. In classical conditioning a response is produced in relation to a specific stimulus, so the environment acts on the organism. In operant the organism performs a behavior and the environment responds thereby reinforcing the behavior. Examples of conditioning types: Classical Conditioning – Salivating in response to the smell of food Operant Conditioning - HavingRead MoreOperant Conditioning and Skinners Method1158 Words   |  5 Pagesï » ¿Operant Conditioning Introduction Operant conditioning is also referred to as instrumental conditioning and is reported as a method of learning that occurs through rewards and punishments for behavior. Through operant conditioning an association is made between a behavior and a consequence for that behavior. (Cherry, 2007) Operant conditioning was first examined by B.F. Skinner, a behaviorist and this is why it is referr3ed to as Skinnerian conditioning. (Cherry, 2007) Skinner held that

Sample on Assignment On Commercial Law - MyAssignmentHelp

Question - Hamid is a refugee from Afghanistan who was recently released from the detention centre in PNG and is currently living in Adelaide. While walking in Rundle Mall one day he was approached by Kathy who was selling internet access contracts for a newly formed internet company Speed Connect Pty Ltd. Hamid speaks very little English and Kathy is aware of this. Kathy explains the terms of the contract which is essentially that Hamid would be bound to a 2 year contract and if he breaks the contract anytime before the 2 years he will incur a $1,200 penalty. The contract comes with a free Samsung tablet. Kathy uses some technical language to explain the terms to Hamid, aware that he doesnt understand the full extend of the contract terms. There is a telephone translation service available but Kathy choses not to use this as this translation service usually takes twice as long. Kathy works on a commission basis. The more contracts she sells the more she earns. She wants to sign up this contrac t quickly as she is keen to sign up three more contract before close of business. Hamid has been thinking of getting internet connection as he wishes to Skype his family back home in Afghanistan and also to do a free on-line English course. He is under the impression that he can terminate this contract anytime he wants without any penalty and all he has to do is give Speed Connect one months notice and return the tablet. Three months into the contract Hamid finds that he is unable to cope with the financial demands of this contract as there are many hidden costs which he was unaware. When he contacted Speed Connect to give his termination notice he was shocked to learn that there is a $1500 penalty. 1. Advise Hamid if this contract with Speed Connect is valid? Can he get out of this contract? 2. Use the IRAC (Issue, Rule, Application Conclusion) method to answer your question? Answer - Issue: The issue that arises in this case is related with the presence of a legally enforceable contract between Hamid and Speed Connect Pty Ltd. and it also needs to be seen if the contract can be terminated by Hamid before the expiry of the term of the contract. In this case, Hamid did not knew English well and on the other hand, Kathy the representative of Speed Connect knew this fact but did not make any efforts to explain all the terms of the contract to Hamid because Kathy wanted to sell more contracts as she was paid on a commission basis by the company. Although a telephone translation service was available but Kathy decided not to use the service as it took more time. In this way, Hamid enters into the contract without being aware of all the terms of the contract. After a few months, Hamid finds that it is difficult for him to pay the money under the contract as a number of hidden costs were imposed by the company. But when Hamid expressed his desire to terminate the contract, he w as told that according to the contract, a penalty of $1500 has to be paid by him if he wanted to terminate the contract before two years. Rule: The Competition and Consumer Act, 2010 defines the term consumer contract. According to this legislation, a consumer contract is related with the supply of goods or services or it can also deal with the sale or grant of land to the other party. At the same time, the ASIC act also defines a consumer contract and this definition is applicable in case of financial products and services. However the unfair contract terms legislation does not apply to the contracts for the supply of goods or services from one business to another (Zumbo, 2005). The unfair contract terms legislation does not define a standard form contract however it can be broadly defined as the contract that has been created by one party alone and no negotiations have taken place between the parties regarding the terms of the contract (Griggs, 2005). Standard form contracts are generally used in several industries like finance, telecommunications, motor vehicles, travel and domestic building. For deciding the issue that t he contract is a standard form contract or not, there are certain factors that need to be decided by the court including the effect if one party to the contract enjoyed most of the bargaining power (Radin, 1996). It also needs to be considered if the terms of the contract have been decided only by one party and they were not discussed with the other party; if the other party only had the option to accept or reject and no amendments could have been made in the terms of the contract. It also needs to be seen if the other party had any opportunity to negotiate these terms and at the same time, it also need to be seen if the specific characteristics of the other party have been considered or not (Nottage, 2009). At the same time, there are some contracts that do not fall within the purview of unfair contract terms legislation. These contracts include the contracts dealing with shipping, insurance, investment schemes and the constitutions of companies. Application: In this case, it needs to be decided if the terms mentioned in the contract between Hamid and Speed Connect can be considered as unfair or not. In case it is decided by the court that a particular term in a contract is unfair and therefore void, in such a case, it is considered that the term never existed between the parties. But in such a case, the rest of the contract, if it is able to operate without that particular term continues to bind the parties to such extent. According to the law, a particular term of a contract is viewed as being unfair if it creates an imbalance in the rights and obligations that are enjoyed by the parties under the contract (Howell, 2006). In the same way, any term of the contract is viewed as unfair if the term is not reasonably necessary for the purpose of protecting the legitimate interests of the party that has included such term in the contract. Similarly, if the term will cause a detriment to the other party, if such term is applied by the court or relied upon, it is also considered as being unfair (Nahan and Webb, 2013). For example, in the present case if the term according to which Hamid has to be a penalty of $1500 if he wanted to terminate the contract before the expiry of two years, will result in a significant detriment to Hamid. In the same way, although this term is not required to protect the legitimate interests of speed connect, this term will cause a major imbalance in the rights and obligations of Hamid and Speed Connect under the contract. At least a test has been provided by the law for deciding the fairness of the terms of a contract. In this regard, section 24, Competition and Consumer Act requires that a particular term of the contract has to be seen as unfair if the term causes inequality among the rights and obligations that are enjoyed by the parties under the contract and if the particular term cannot be said to be reasonably necessary for protecting the legitimate interests of the party that would benefit from the insertion of such term in the contract and at the same time, if such term is applied by the court, it would cause detriment to the other party (Tucker, 2003). In such a case, all the three parts of the test used for deciding the unfairness of a term have to be established so that the court can hold that such term is unfair. For example in the present case, a standard form contract has been used by Kathy for the purpose of entering into a contract with Hamid. No chance was given to Hamid to negotiate the terms of the contract. Moreover, these terms were explained in a complex technical language by Kathy although she knew that Hamid had not understood the terms completely. In such a case, it also needs to be seen if the particular term present in the consumer contract may cause imbalance in the rights and obligations that are enjoyed by the parties. Therefore a factual assessment has to be made of the evidence available in this regard. Similarly, it also needs to be established by the claimant that a particular term has imbalance their rights and obligations. As a part of the next stage of the test used to decide the unfairness of a term, the court has to consider it the term can be said to be reasonably necessary for safeguarding the interests of the party that has included such a term (Treasury, 2009). Therefore, in such a case, the court has to see if the term will cause a detriment to the other party if such term is applied by the court. In such a case, the detriment suffered by the other party can be a financial nature or otherwise. Another important factor in this regard is the transparency of the term. For this purpose, the contract needs to be considered as a whole. If it is found that any particular term lacks transparency, it may imbalance the rights and obligations that are imposed on the parties under the contract. On the other hand, a particular term can be considered as transparent if it has been expressed in the contract using plain language. It is also required that the term should be legible and presented clearly (Slawson, 1971). In the present case, the terms of the contract were explained to Hamid using technical language despite the fact that Hamid had little knowledge of English. For creating the contract between Hamid and Speed Connect Pty Ltd., Kathy had used complex technical language although she knew that Hamid understood very little English. Kathy also failed to use the telephone translation service that was available to her but she decided against the use of this service because in such a case it would have taken more time to explain the contract. Kathy was in a hurry to sell the contract because she had to conclude two other contracts and she was paid by the company on a commission basis. On the basis of above-mentioned discussion of the relevant rules of law and their application, it can be said that despite the fact that a valid contract has been created between Hamid and Speed Connect Pty Ltd., all the terms of the contract cannot be said to be reasonable as these terms present in the standard form contract have not been completely explained to Hamid. On this ground, it can be said that the terms were not sufficiently transparent. Therefore, the terms of the contract can be held as void by the court and therefore the contract can be terminated by Hamid. References Frank Zumbo, 2005, Dealing with Unfair Terms in Consumer Contracts: Is Australia Falling Behind? 13 Trade Practices Law Journal 70 Luke Nottage, 2009, Consumer Law Reform in Australia: Contemporary and Comparative Constructive Criticism 9 Queensland University of Technology Law and Justice Journal 111, 1216. Lynden Griggs, 2005, The [Ir]rational Consumer and Why We Need National Legislation Governing Unfair Contract Terms 13 Competition and Consumer Law Journal 51 Margaret Jane Radin, 1996, Contested Commodities (Harvard University Press) Melvin Aron Eisenberg, 1995, The Limits of Cognition and the Limits of Contract 47 Stanford Law Review 211 Nicola Howell, 2006, Catching Up with Consumer Realities: The Need for Legislation Prohibiting Unfair Terms in Consumer Contracts 34 Australian Business Law Review, 447 Nyuk Yin Nahan and Eileen Webb, 2013, Unfair Contract Terms in Consumer Contracts in Justin Malbon and Luke Nottage (eds), Consumer Law Policy in Australia New Zealand (Federation Press) 129, 131 Philip Tucker, 2003, Unconscionability: The Hegemony of the Narrow Doctrine under the Trade Practices Act 11 Trade Practices Law Journal 78. Treasury, Australian Government, 2009, The Nature and Application of Unconscionable Conduct Regulation: Can Statutory Unconscionable Conduct be Further Clarified in Practice? W David Slawson, 1971, Standard Form Contracts and Democratic Control of Lawmaking Power 84 Harvard Law Review 529

International Hotel Brand Management Strategies

Introduction Today, hotels are focusing on consistency and quality while offering the right price to the guests. This means that guest satisfaction and branding are the right tools to use since the products and services offered are unseen. Branding is used to promote quality by offering guests information that they require while enticing them to use the products and services.Advertising We will write a custom essay sample on International Hotel Brand Management Strategies specifically for you for only $16.05 $11/page Learn More It can be a valuable strategy for gaining a competitive advantage over the rest of the competitors. Hotels can maximize this strategy by offering a variety of brands for the same product while targeting different markets. The brand value is determined by the level of awareness that customers have concerning a certain brand. This means that the quality of the products and services offered by a hotel is determined by the customerâ⠂¬â„¢s perception and the satisfaction obtained from the information provided. In hospitality, when customers are satisfied, they purchase more, become less price conscious, and attract more customers by informing their close friends. When this happens, a hotel gains a lot of customers and the revenue increases (O’Neill, 2004). This article will discuss on the various ways through which a hotel can gain a competitive advantage through branding. It will also provide insights for managers to apply in branding and customer satisfaction. Hotel Brand Management in Relation Customer Satisfaction The hotel industry has focused its attention on customer satisfaction, and this has been used to measure the operational success. It has also been used to measure whether the branding strategies used are effective in increasing productivity. Therefore, branding affects customer satisfaction directly and is used to increase the market share. When assessed from a corporate strategy’s p oint of view, brands that are well managed reflect an increase in market share. However, the results from service quality research indicate mixed results. This means that service quality can only be achieved when guests have an opportunity to experience a hotel’s service while branding is open to a wider market. It reaches potential customers whose perception can only be obtained from the information that they get (Yap, 2006).Advertising Looking for essay on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More This prompts hotel managers to concentrate on market awareness and build their brands. This is because customers are attracted by what they are told and not the experience. Some of the most established brands, which are well known in the market, always receive positive feedback from the guests. This is because customers already have a mindset that the products and services offered are excellent. Thus, a hotel can create customer confidence by focusing on extensive marketing to provide awareness in various markets. Newly established hotels have opted to franchise so as to market their products and services using the well known brands in the market. Managers should focus on protecting their brands because this is what defines the quality of the products and services offered (Mattila O’Neill, 2010). A high market share illustrates enhanced quality. This serves to escalate demand in the future. This explains why the market leaders use market share as the selling point to attract customers. They use messages such as â€Å"we are the leading hotel chain in the world†. Customers perceive such a message to mean that all the other people go to that chain of hotel, and they have to go for the best by consuming its products and services. Perceived quality is linked to market share and the two concepts work together in increasing revenue. This implies that when guests visit the hotel for the first time, and they are satisfied, the occupancy rates will go high in the next visit. This is because such customers influence others. The guests attracted by others through the word of mouth are more than those who are influenced by the services offered. Therefore, product awareness is a strategy that gives a hotel competitive advantage and should be applied in any opportunity that the management gets (Krishnan, 1996). For instance, when guests visit the hotel, they should be satisfied by delivering what is promised to encourage them to come back with others. Advertising is also a tool that can be used to create product knowledge. However, this should be diversified to ensure that every targeted market is presented with adverts that best fit them. This will impress the customers especially travelers who love a certain product. Accessing their most preferred product in a foreign country serves to attract customers, and make them remain loyal to a certain brand of hotel.Adverti sing We will write a custom essay sample on International Hotel Brand Management Strategies specifically for you for only $16.05 $11/page Learn More Franchise in brand development Competitive advantage is also gained through branding by managing franchisees. Some hotels believe that their customers are not the guests who reside in their hotels but the franchisee. These are the primary customers who are monitored and managed to ensure that they do not taint the image of that brand. They work at ensuring that the franchisees meet and exceed the customer expectations. This is because customers come into the hotel with a perception about the products and services they are likely to get. This is based on the experience gained in a different hotel or the same hotel chain. Management ensures that standards used while serving customers are maintained and uniform in all the franchisees. This is meant to help maintain the customer perception. When guests experien ce quality services while at different destinations, their loyalty to a given brand is maintained. Also, they are likely to influence others to use the same brands. Thus, a happy customer comes with others and doubles the service provider’s revenues (O’Neill, 2004). Experienced hotel customers have confirmed the issue of market share and branding through a research that was carried out on frequent guests. Frequent quests always influence relatives, friends, and colleagues to visit their brands and experience the same products and services. This creates a chain that involves a wide network of individuals who get to know of the hotel brand through reference (Fung, 2010). Building Customer loyalty For a hotel to differentiate itself from the competitors, it has to grow its brand and make known of its outstanding services to the markets that it serves. This can only be achieved by conserving the market base that the hotel already has while seeking to expand into other mark ets (Pattni, 2006). This ensures that, while the hotel diversifies to create new markets, the existing customers also serve to create awareness. The hotel is expected to offer more than what the customer expects every time they visit the establishment to maintain the existing markets. This will always encourage the customer to share the new discoveries with others. Unlike a situation where a customer gets a similar experience to the last one, the customer is encouraged to visit and discover the new addition in the former experience. This is what makes frequent customers cease factoring the price aspect but concentrate on the hospitality experience that is likely to be offered next time.Advertising Looking for essay on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More The customers should be alerted on the new developments that they should expect to ensure that they are excited to revisit the hotel in the future. The issue of branding promotes this aspect because customers will feel like the hotel is providing all information that they yearn to learn about the hotel. Keeping the customer informed creates a brand loyalty and serves to increase the market share (Petzer, Steyn Mostert, 2008). There is an intense competition from international hotels that are offering low priced products and services to attract consumers. Therefore, there is a need to gain a competitive advantage that will make customers overlook the low prices and go for the perceived quality. When consumers pay higher prices from companies with an established brand name, they buy the positions of the minds of potential customers. Potential customers will be attracted by the preference shown by others and not the prices offered. They perceive the willingness to pay higher services as the quality attached to a given hotel brand (Keller, 1998). Therefore, awareness creates a reputation that is maintained by maintaining a favorable image and good guest relations. Building a brand is a gradual process that requires accuracy because a slight setback may bring the whole organization down. What the customers perceive as the best aspect of any given brand is what the management should focus on while improving to maintain and attract more guests. This can only be achieved by ensuring that consumers remember the brand they used last. A well known brand can remain in a customer’s memory for a long time as compared to a less common one. Awareness serves as a reminder to the customer that a brand exists. Also, this may attract them to discover the changes that may have occurred over time. Thus, customers should be aware of the expected changes for them to develop a perceived value through brand development (Kapferer, 2012). Business to Business Branding Business to business branding is a growing concept that helps in creating long lasting business relations. Given the nature of the hotel business, at times the hotel may be full; and this requires excess bookings to be transferred to another hotel that is likely to offer similar services (Jones, 2001). This is an extremely crucial area that managers can use to sell their products. The choice of the hotel with which to share business must be made exceptionally carefully. A frequent customer may have a perceived value that is purely based on the brand knowledge, and not the services offered. If such a customer is referred to another hotel, the customer assumes that the other hotel is at the same level as the preferred brand. If the guest does not experience the same service as expected, then the perceived values decrease based on the assumption that the two establishments are at par. Therefore, when demand is excess, the choice of a brand that is recommended to customers should be made carefully to ensure that the other hotel maintains the perceived value or even improves it. Subcontracting is a sensitive aspect that determines how the customer evaluates a brand. A poor service from a subcontractor may taint the hotel’s image and change the perceived value (Glynn Woodside, 2009; Sigala Jones, 2001). Brand Expression Brand expression is linked to the business strategies in use. Brand managers usually overlook the influences on the brand as it gets its way to the consumers. It is necessary to have a clear understanding of the brand so as to determine the responses that it may receive from the market. Managers should view all the elements of expressing the brand and determine the one to use and emphasize while manifesting the brand to the consumers (Cai Hobson, 2004). For instance, factors that influence the demand of a brand include a service such as the quality of the accommodation or even the food offered. For a manager to choose the brands’ selling point, there is a need to analyze the business strategies. This will ensure that the selling point delivers what the company promises to the consumers. Brand manifestations do not comprise merely of the advertising. However, this includes the experience that consumers get while using the brand (Mattila, 2004). Therefore, before providing any enticing information to consumers, the hotel must be the position to meet and even exceed the consumer expectations. Delivering a promise puts a hotel ahead of the competitors satisfies customers and translates to more business in the future (Gelder, 2005). Conclusion Branding has become a marketing strategy that hotels use to increase their market share and remain a head of their competitors. Using the brand as a competitive advantage is influenced by the level of customer satisfaction and the perceived value created. Therefore, the task is to ensure that the information provided to consumers is enticing to customers. Also, the information should mat ch the experience that customers get when they purchase products and services. Business to business strategy also helps in building the perceived value. Therefore, subcontracting must be made exceedingly carefully. Another issue is delivering what is promised to the customer. This promotes the chances of the customer coming back with others. If the first experience is unpleasant, the probability of coming back is low. Thus, quality is essential in the gradual development of market share. Brand expression and accurate product delivery are excellent strategies for obtaining and maintaining a competitive advantage over the rest of the competitors. References Cai, L.A. Hobson, J.S.P. (2004). Making hotel brands work in a competitive environment. Journal of Vacation Marketing, 10(3): 197-208. Fung, K.K. (2010). When experience matters: building and measuring hotel brand equity: The customers’ perspective. International Journal of Contemporary Hospitality Management, 22(5): 589-60 8. Gelder, S.V. (2005). Global brand strategy: Unlocking brand potential across countries, cultures markets. London [u.a.]: Kogan Page. Glynn, M.S. Woodside, A.G. (2009). Business-to-business brand management: Theory, research and executive case study exercises. Bingley [u.a.: Emerald. Jones, P. (2001). Strategic implementation and IT: gaining competitive advantage from the hotel reservations process. 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