Essay about Pursuing a PhD in Information Technology ...

Statement of Purpose Program : PhD in Information Technology Management â€Å"Innovation, Positive Thinking, Persistence and Integrity† are the pillars on which I have built the foundations of my life. My ultimate goal is to pursue an academic career devoted to research and help shape the outlook of the world. Pursuing a PhD in Information Technology Management at (an Ivy League) University is a logical step in that direction. A passion for knowledge was instilled in me by my parents, both graduates, early in my childhood. My determination and will to succeed in every endeavor ensured that I remained at the top of the class throughout high school. I was awarded the CBSE award by the Indian government for students†¦show more content†¦During the course of my study, I also undertook courses in Economics and Finance. My personal drive and determination to succeed motivated me to start a company with a few of my fellow students, while I was still in college. The company, called XXXXXXX, specialized in web design and software management. Among our other innovations were a new web based email product and new software for web conferencing. The technology used by us provided reliability and extensibility. With seamless information exchange and object oriented design the web pages could be extended with ease. The confidence clients had in us was apparent when XXXXXX(one of our clients) offered us a 200,000 Rs/month project. It was then that I was able to develop my managerial and leadership skills. I also learned the art of negotiation and how to sell my product. My involvement in both the technical and managerial side fuelled an interest in the management of information systems. This enabled me to appreciate the interaction between these two fields. My experience at the company and the reading of seve ral books like Robbins and Coulter’s â€Å"Management†, Martin’s â€Å"Managing Information Technology† and Brealey and Myers’s â€Å"Principles of Corporate Finance† convinced me that my future was in an academic career devoted to research. As a first step towards achieving my goals I joined XXXXXXX in order to improve my mathematical and analytical skills.Show MoreRelatedWater, Sanitation And Hygiene1029 Words   |  5 PagesWater Resources Development (WRD). Currently pursuing my second master’s in Environmental Studies from Florida International University (FIU). I have worked in the WASH sector for seven years with different organizations and in a variety of contexts, including emergency response, refugee settings, urban slums and regular development programs. To prepare myself for addressing global WASH challenges and to hone my acquired skills, I want to pursue a PhD in the Environmental Health Sciences (EHS) programRead MoreThe Importance Of Safe Drinking Water For A Post Disaster Rehabilitation Project1027 Words   |  5 PagesWater Resources Development (WRD). Currently pursuing my second master’s in Environmental Studies from Florida International University (FIU). I have worked in the WASH sec tor for seven years with different organizations and in a variety of contexts, including emergency response, refugee settings, urban slums and regular development programs. To prepare myself for addressing global WASH challenges and to hone my acquired skills, I want to pursue a PhD in the Environmental Health Sciences (EHS) programRead MoreVision, Background, And Personal Aspirations1657 Words   |  7 Pagesof vision, educational background, personal background, and personal aspirations. As a technology-oriented project manager, I have found great opportunity in my field and even more satisfaction with my work and achievements. For the past 15 years in this position, I have gained a stronger understanding of management and leadership skills. However, my employer, Xerox, has moved to the Information Technology Infrastructure Library, known as ITIL, service model for IT, and my team of employees hasRead MoreThe Economics Of Human Gene Editing. Human Gene Editing1273 Words   |à ‚  6 PagesThis astonishing technology has nearly endless applications, including the potential to eradicate genetic diseases in humans that currently have no cure. This could have vast implications for people who suffer with disease and the economy of the region in which they live, but the technology has yet to be commercialized. The economics behind CRISPR-Cas9 are a major component in the method’s potential commercialization and the effects it will have on society. 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I aspire to further my knowledge in the field of Information Systems from New York University. My immediate goal is to develop my potential by further improving my technical knowledge and skills throughRead MoreA Study On My Mba During The Time I Was A Phd Student At King Abdullah University Of Technology2137 Words   |  9 PagesCareer Episode 1 Introduction 1.1 This task concerns part of my work in my PhD during the period of 2013 to 2014. At the time I was a PhD student at King Abdullah University of Technology (KAUST), Thuwal, Saudi Arabia. My PhD thesis was concerned with increasing the efficiency of communications networks which entailed maximizing the performance of communications networks, in the form of increasing data rate, by utilizing the available resources such as frequency bandwidth, power etc efficiently.Read MoreStrategic Development and Swot Analysis at the University of Technology, Mauritius.5247 Words   |  21 PagesStrategic development and SWOT analysis at the University of Technology, Mauritius. 1.0 ABSTRACT SWOT analysis is an established method for assisting the formulation of strategy. An application to strategy formulation and its incorporation into the strategic development process at the University of Technology, Mauritius is described. 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Williams, Ph.D. Outcomes of Advancing Women Faculty in Engineering and Technology at HistoricallyRead MoreAbraham Maslow s Theory On Motivation1390 Words   |  6 PagesAs he is largely associated with such themes such as motivation, needs and humanistic psychology the assignment will cover these key areas but it’ll firstly provide some information on his background. The information presented will largely be showing how influential Maslow was but also it will attempt to balance the information out where possible so that it’s not a completely biased outlook. Maslow was born and raised in Brooklyn, New York and he was the eldest of seven children. His parents were

Persuasion in the Iliad Essays - 647 Words

Persuasion in the Iliad Throughout history is an endless list of great war leaders who have conquered great masses of land. So, it must take a great speaker to convince thousands of men to leave the comforts of their homes to risk their lives in war. In Homers, The Iliad, two great nobleman Agamemnon and Odysseus are in the position to push exhausted soldiers back on to the battlefield. Each use different approaches to excite the men, however, it is Odysseus, not King Agamemnon, who succeeds. In order to persuade these drained men, Odysseus realizes what condition the army was in, and by using prophesies as support, status did not become an issue when it came to whom the men listened to. According to this status structure,†¦show more content†¦. . whose glory shall perish never. (1.2.324-325). Unlike Agamemnon, whos reverse psychology backfires on him, causing the men to go into a frenzy for home. Agamemnon does not realize the hardships these men have gone though; after nine years, of course they will be tired and anxious to go home. And now nine years of mighty Zeus have gone by, and the timbers of our ships have rotted away . . . and far away our own wives and our young children are sitting within our halls and wait for us . . . (1.2.134-137). Because he does not understand this, he strikes a nerve in all the mens hearts, rather than the ego. So he spoke, and stirred up the passion in the breast of all those who were within that multitude and listened to his counsel. (1.2.142-143). Odysseus simply knows how to talk to certain people; he realizes that talking to a king is very different than talking to someone below him. Whenever he encountered some king, or man of influence, he would stand besides him and with soft words try to restrain him . . . (1.2.188-189). Again, Agamemnon does not comprehend that speaking to one person one way may not work on someone else. Agamemnon obviously knows how to talk down to people, as we saw with his fight with Achilles. Late r, he angers Odysseus by his comments when Agamemnon randomly told Odysseus about how all he did was hang back during battles. Odysseus always makes sure to choose his words wisely, so not to offend anyone.Show MoreRelated Comparing the Role of the Noble Lie in the Iliad and the Republic1195 Words   |  5 PagesThe Role of the Noble Lie in the Iliad and the Republic Lie – 2 : something that misleads or deceives Noble – 5 : possessing, characterized by, or arising from superiority of mind or character or of ideals or morals (Merriam-Webster Dictionary) The very thought of a noble lie is contradictory, yet Plato uses it as the basis for stability within his perfect republic. 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Many of the heroes in the Iliad and Odyssey are kingsRead MoreIliad and Odyssey: Switch in Ethos1061 Words   |  5 PagesSwitch In Ethos During The Iliad we see the warrior ethos as being the main ethos, but as we transfer to The Odyssey we see the transformation from warrior ethos to domestic ethos. Furthermore, the novel is based on domestic ethos and how home affects the warrior. Throughout The Odyssey we see Odysseus trying to make his way home after the Trojan War. On his adventure home he goes through trials and challenges before he actually makes it home. He has to outsmart people to be able to get where heRead MoreSocrates : The Worst Of Villains938 Words   |  4 Pageslife is based on Homeric values. Up to this point in Greek history all of Greek culture has culminated in the form of democratic government. The culmination of Greek history reaches its peak during this time: from the values outlined by Homer in the Iliad and Odyssey to the life of Socrates during which the epitome of Greek culture has been met in the form of a democratic government. But Socrates undermines Greek culture and is therefore put to death. Socrates may be a hero in the philosophical movementRead MoreThe Concept of God in The Iliad by Homer Essay1214 Words   |  5 PagesThe Concept of God in The Iliad by Homer The American Heritage Dictionary defines a god as 1. A being conceived as the perfect, omnipotent, omniscient ruler and originator of the universe, the principal object of faith and worship in monotheist religions. 2. A being of supernatural powers, believed in and worshiped by a people.(360) I believe the first definition reflects Modern Americas connotation of the word god. The latter definition recalls the Ancient Greco-Sumerian ideal of a beingRead MoreThe Horrors of War Exposed in Homers Iliad1379 Words   |  6 Pages The Horrors of War Exposed in Homer’s Iliad nbsp; There- Harpalion charged Menelaus - King Pylaemenes son Whod followed his father into war at Troy But he never reached his fatherland again. He closed on Atrides, spear stabbing his shield Right on the boss but the bronze could not drive through, So back he drew to his ranks, dodging death, glancing Left and right, fearing a lance would graze his flesh. But Meriones caught him in full retreat, he let fly With a bronze-tippedRead MoreOdysseus V Telemachus Essay1469 Words   |  6 Pagesjourneys; to reunite their family. Telemachus sets out to Pylos and Sparta hoping to find his father and drive off the suitors, while Odysseus is also trying to return to Ithaca to see his wife and son after his 20 year absence. He uses his powers of persuasion to gain Calypso’s favor shortly before leaving her island; Goddess, replied [Odysseus], do not be angry †¦ Penelope is nothing like so tall or so beautiful as yourself †¦ Nevertheless, I want to get home, and can think of nothing else† (ButlerRead MoreEssay on The Roles the Gods Played in the Iliad and Troy2246 Words   |  9 PagesHuman Mythology 130 The roles the gods played in the Iliad and Troy The gods were more involved in the Iliad than in the movie Troy. In the Iliad they manipulated people’s emotions, the weather, the outcomes of battle; they would disguise themselves to trick the characters into the move they wanted them to make, physically trip them up to give the opponent a better standing. In the movie the gods had no visible role they were more

Ethics and Accountability in Public Service Free Essays

Ethics, Integrity and Accountability in Public Sector: Practice and Lessons Learned in Latvia Aleksejs Loskutovs, Director Corruption Prevention and Combating Bureau Latvia 28 September 2006 (10 min. ) The public sector in Latvia has undergone many important changes over the past decade. In mid 1990s Latvian government started a major public administration reform. We will write a custom essay sample on Ethics and Accountability in Public Service or any similar topic only for you Order Now This reform was one of the cornerstones on Latvia’s way to the European Union, which we joined in May 2004. Latvia made a great effort to develop legal framework that regulates the public sector, as well as relations between the public sector and the citizens.Today legislation in Latvia and internal regulations of different public institutions in various ways cover the principles of ethics, integrity and accountably. Formally, the reform created a basis for a modern public sector, based on general European and international standards. The competence of public institutions is clearly limited in the law, each institution has to have objectives and is judged by its results, there are mechanisms to inform the public and involve the citizens. The administration and the politics are separated.Civil servants have to be politically neutral. According to our public administration reform concept developed in 1995, public servants also have to respect the principle of ethics – it is defined in this concept as public interest standing beyond any personal interest. Many positive initiatives have been developed to ensure the accountability of the public sector. The parliament has an important role to control the work of the government and through it – the public sector as a whole. In fact, the parliament in Latvia is not using these powers enough.Public institutions have to develop work plans and through public consultative bodies the public and professionals can participate in the decision of public institutions. Annual reports have become obligatory. Latvia is also one of the rare countries in the world were the meetings of the Cabinet of Ministers are open to the public. It is all a big change if we think that not so long ago, before the break-up of the Soviet Union such words as â€Å"public institutions†, â€Å"state†, â€Å"public interest† had a completely different meaning.Public administration and the political decision-making were closely linked. Public officials exercised wide discretion and made decisions in secrecy. Civil servants, party leaders, doctors could take gifts and help their friends and relatives – it was accepted as common practice. Therefore, the reform of public institutions has a much bigger challenge to face. Changing the formal structures and rules was not enough. The mentality and tradition needed to change too. The laws need to be understood and applied in practice.Public servants need proper guidance and education to understand what behaviour is actually expected from them. Finally, there should be sanctions and efficient control mechanisms to ensure that those who do not respect the law are punished. As it was also pointed out in the study on the national integrity system in Latvia carried out in 2003 by Transparency International Latvia, the development of legislation is way ahead of the capacity of the public service to implement these norms and control the implementation.Given these circumstances, it was decided to address the concerns of ethics and integrity in the public service in Latvia through prevention of corruption and conflict of interest. The National Strategy and Programme for Corruption Prevention and Combating in 2004-2008 were adopted by the Latvian government in 2004. These two documents form the national anti-corruption policy of Latvia. This policy has a comprehensive approach to the fight against corruption based on three pillars: prevention of corruption, investigation and education of the public.One of the aims of the programme is to ensure ethical behaviour of public officials and seek that they perform their duties in public, not in private interest. In the area of prevention of corruption in public institutions the Programme foresees five priorities: central role of heads of state and municipal institutions in preventing conflict of interest within their institutions; development and application of codes of ethics; clear and strict recruitment criteria in the public service; possibility to appeal against administrative decisions and – reporting about activities of public institutions.To ensure tha t this policy and relevant legislation are actually implemented it was decided to establish a single, specialised anti-corruption body – the Corruption Prevention and Combating Bureau. It was created by law in 2002. The Bureau is fully operational since February 2003. It is an independent institution of public administration with investigatory powers. According to the national anti-corruption policy the Bureau has a wide set of tasks starting with prevention of corruption through control of activities of public officials and financing of political parties, and education of the ublic to investigation of criminal offences of corruption in the public sector. Despite it is a new institution, the Bureau was recognised in 2005 as one of the most trusted institutions in Latvia. Further to this, Latvia has adopted the law on Prevention of Conflict of Interest in Activities of Public Officials. The purpose of this law is to promote the integrity of public officials, as well as transparency and accountability of the public service. The law provides for restrictions and incompatibilities in situations of combing public duties with other jobs, commercial activities, accepting gifts, etc. These rules apply to all public officials from the president to an ordinary civil servant. Over the past three years our Bureau has gained quite unique experience as it is responsible for enforcing this law and other restrictions to activities of public officials, as well as educating public officials on conflict of interest, respect of law and ethics. I will now briefly describe to you how our Bureau works in the area of preventing conflict of interest. Our Report Centre receives requests for advice or complaints about alleged crimes or violations committed by public officials.There is increasing number of complaints about conflict of interest – we received 712 in 2005 compared to 570 in 2004 and 495 in 2004. Important source of information is also other institutions and mass media. If the information is pursuable, an administrative investigation is started. The Bureau can determine the administrative liability and impose sanctions on public officials, including ask to return to the state budget illegally gained income. Our Division of Control of Activities of Public Officials last year prepared 474 answers to different reports and completed 231 administrative investigations.In the course of these investigations, the Bureau checked 522 asset declarations of public officials. In 2005, 109 state officials have been charged with administrative liability for failure to observe the restrictions provided in this Law. Most common cases of violations are when public officials take decisions about themselves or close relatives, for instance, grant a bonus to them, employ a relative, supervise some matters in which they are personally interested, etc.To promote better understanding of what is ethical behaviour and how to avoid acting in a conflict of interest situation, the Bureau is providing regular training. We reached out to about 800 officia ls last year. Codes of ethics is another practical instrument to set standards of ethics and promote ethical behaviour among public servants. As I just mentioned, it is one of priorities in our national anticorruption policy. Over the past few years most of public institutions at state level have developed codes of ethics in Latvia. Some municipal institutions have done it too. 105 state nstitutions have today their codes or declarations of ethics and several other state institutions prepare such codes or have integrated them into internal regulations. Comparatively only 7 municipalities have developed such codes. Even if some of these codes do not have a strong enforcement mechanism, the fact itself that institutions had to develop such codes was a good way to make them to think about these issues. Two years after our work on enforcement of conflict of interest law, a survey carried out in 2005 show that the awareness has increased that conflict of interest can lead to corruption.In another more recent opinion survey of public officials conducted this summer 75% of the respondents acknowledged that the respect of ethical norms is important for the public service. The same survey revealed that 63% of the respondents consider that among the most important reasons that lead to corruption in the public sector is the lack of respect of ethical norms. What are the main lessons learned from the experience of our Bureau in the area of preventing corruption and conflict of interest? Conflict of interest regulation is an efficient instrument to promote ethics.Through our preventive work, the awareness of public servants about ethics and restrictions provided in the law has significantly increased. Overall, the administrative corruption is decreasing. Also the public trust is increasing in the Bureau and in such indirect way also in the integrity of public service. This is, for instance, shown by the increasing number of reports of corruption that we receive. More work needs to be done, to increase the awareness about ethics in the society and intolerance towards corruption.The political elite is often seeing ethics as general statements and is less admitting that these are standards that should be respected in the public life and even less show personal examples of respecting them. Heads of public institutions also bear an important part of responsibility in implementing norms of ethics and also their work would be one of the most efficient instruments, as they will show an example that their colleagues will then need to follow. Finally, not everything can be regulated by the law.Even in such case, someone can try to get round it. There will also always remain potential for new conflicts of interest. Often scandal of some individuals who have misused their position or acted in an unethical way is damaging the confidence in the whole public sector. On the other hand, each individual example shown by a public official, politician or individual public sector institution can help strengthening public trust and raising standards of all of us of what conduct we can tolerate and what – not any longer. How to cite Ethics and Accountability in Public Service, Papers

Brand Management Rolls Royce Company - Free Case Study

Question: 1. Identifies the main elements that shape the current personality of the brand.Assessing the current brand strategy, focusing on the organisations approach tocreating a competitive positioning for the product/service and maximising brand.2. Sets out your analysis of the potential weaknesses of the existing strategy andidentifies the brand strategy you would recommend to address these weaknesses. Answer: Introduction Businesses look for achieving higher level of growth and development over their performance and they adapt various major strategies and initiatives aimed at achieving success over it. An important factor that is essential to consider by businesses is mainly the brand management. Brand management is an important activity that involves differentiating a product or service or an entire company from that of its competitors. This involves the application of appropriate strategy so that a unique personality can be created that becomes highly appealing to customers. Brand management is concerned with creating a distinctive image so that it can be easily identified from a range of products as offered by competitors. There are different companies offering similar products to its customers which make it often difficult to customers in identifying the best possible products. The creation of a separate brand image is crucial in this context as it allows the customers in easily tracking the speci fic companys product from large range of choices as available to them. This suggests that brand management has been highly important to businesses from the point of view of allowing its customers in distinctively identifying it from large range of choices as available to them. This report is aimed at performing a critical analysis of brand management as carried out especially in respect to Rolls Royce. The analysis in particular focuses towards identifying the main elements that shapes the current personality of the brand and it also assesses the current branding strategy that has been applied by Rolls Royce in creating competitive position for its offerings within the brands as available in the market. Based on the analysis of the current branding strategy, the weakness of the existing branding strategy would be identified and appropriate brand strategy would be recommended for achieving improvements. Background about Rolls Royce An analysis of Rolls Royce indicates that it is a car making company that specialises in producing high quality premium class cars for its consumers worldwide. The company has its headquarter in Sussex Downs at Goodwood, UK. An analysis of Rolls Royce indicates that the company is shaped by the vision of world renowned architect Sir Bicholas Grimshaw. The workplace conditions that have been provided as Rolls Royce has been highly inspiring to everyone working within the company and encourages the designing and development of latest technology modern cars so as to create a distinctive image within the car providers in the market. The challenge behind building the first new Rolls Royce car in the 21st century is mainly to build the best car in the world. However, the case analysis of Rolls Royce indicates that there are significant numbers of such models that have been introduced by the company aimed at revolutionising the entire car industry in particular. There are various such brand ed models as produced by Rolls Royce and this includes Phantom, Ghost and Wraith. These are the most significant brands of Rolls Royce in creating a separate identity in the markets. Main Brand Elements that Shapes Current Personality of Rolls Royce An analysis of Rolls Royce in particular indicates that it is most fascinating and well known brand in the world and it defines the luxury factor in the car industry. The company has been engaged in the production of cars for more than 100 years, and it is distinctively identified within its customers for the features such as outstanding engineering capabilities and reliability and quality in its offerings. There are various such elements that shapes the current personality of the brand and these brand elements are discussed as follows: Brand Position: This has been the most crucial element that shapes the personality of Rolls Royce completely within its target customers. The brand position indicates about the organisation and tells important questions such as what a brand does and for whom, what unique value it provides to its customers, and also the differentiating factors that it offers to its customers. In this context, an analysis of Rolls Royce indicates that the brand is being positioned as ultra luxurious brand in the car industry that accounts for meeting out the customised needs of high profile customers. As described by the carmaker that its target customer includes those people having a net worth of $30 million and posses five to six other luxurious cars. The unique value as offered by Rolls Royce indicates that the company is renowned for its integrity, reliability and innovation. These aspects are integrated within its offerings which allow it in providing a luxurious experience and comfort to its cust omers (Rolls Royce Values and Culture, 2015). Brand Promise: This has been another important element of branding strategy and it indicates that the organisation promises the delivery of single most important thing every time to its customers. This particular element is also evident in respect to Rolls Royce that helps significantly in shaping the current personality as being the provider of luxurious and highly expensive cars to its customers. An analysis of Rolls Royce indicates that the company promises to deliver ultra quality cars that rank significantly higher on comfort and the association of luxury factor. These important elements are evident in respect to all the major cars brands such as Phantom, Ghost, Wraith etc within its customers (McCarthy, 2013). The current brand promise of the company is identified as trusted to deliver excellence and this requires everyone within Rolls Royce to be trusted with respect to their role in organisation. Brand Personality: Brand personality indicates about the factor that the organisation wants its brand to be known for. As in respect to Rolls Royce, the most significant factor that can be described as the personality of the brand is mainly its focus towards ultra premium quality. The brand is made for ultra luxurious people that want to enjoy a distinctive image and maintains their personality as that of high profile people (Soehadi, 2003). Brand Story: This important brand element indicates about the history of the organisation in terms of its performance in the past in maintaining current image within its customers. An analysis of the case of Rolls Royce indicates that the car maker is known for having a strong history that supports the luxury factor. The organisation is positively involved in performing the manufacturing of luxury cars and aimed at meeting out the customised needs and requirements of ultra luxurious customers since its evolution. The customers of Rolls Royce have the expectations of achieving exclusivity from its offerings, and this has been positively satisfied by the Rolls Royce brand (Torrance, 2015). Brand Association: Brand association can be defined as specific physical artifacts that make up the brand. It can be defined as logo, colour, taglines of the brand. An analysis of the case of Rolls Royce indicates that there are specific taglines and slogans that have been utilised by the car maker in positioning its brand image as the provider of high quality and premium class luxury cars. Some of these taglines include The best car in the world, Trusted to deliver excellence, Design without Compromise, At 60 miles an hour, the loudest noise in the Rolls Royce comes from the electric clock. These specific taglines defined the personality of Rolls Royce within its customers (Rolls Royce Motor Car, 2014). An analysis above has indicated about different important elements of brand personality as applicable in the context of Rolls Royce and they differentiate the current personality of the brand in a positive way towards luxury provider of quality cars in the world. Current Brand Strategy in Creating Competitive Positioning The above analysis has indicated about the important elements of Rolls Royce brand strategy that has allowed the organisation in creating a distinctive personality within their target customers. This section of analysis is now focused towards performing a critical assessment of the current brand strategy that has been applied by Rolls Royce brand in creating competitive positioning within its target market. The branding strategy analysis of Rolls Royce indicates that the company continues to promote itself as the luxurious maker of quality cars. The company has the rich tradition of being the provider of superior quality cars, and it continues its branding strategy upon such quality and innovative factors in satisfying the needs and requirements of its customers in a positive way. Rolls Royce provides its customers with cars that are renowned for their supreme quality factor, exquisiteness and attention towards finest details in its models. The designing and development of its car mo dels such as Phantom, Ghost, and Wraith is performed by keeping this branding strategy of supreme quality which satisfies the companys long lasting richly traditional history (Rolls Royce, 2015). The branding strategy effectiveness in respect to Rolls Royce is evident from the fact that the company has been successful in building up positive brand image which in turn results into the maintenance of leadership position by the company in the industry. An analysis indicates that Rolls Royce reaffirms the leadership position in the industry especially in respect to super luxury market segment for the fourth successive history record. This indicates the higher level of acceptance of Rolls Royce brand within customers, as higher profitability performance has been possible because of increasing level of demands for Rolls Royce cars within its customers. In terms of branding effectiveness, the motor company has been successful in maintaining the position of worlds leading super luxury automobile. Such leadership position has been reaffirmed by Rolls Royce at Pinnacle of British Luxury Goods Manufacturing (Rolls Royce, 2015). Thus, the analysis above has indicated that the car selling company has focused especially towards positioning it as the luxury provider of quality cars. According to DinWoodie and Janis (2008), there are various such factors that shapes customer perception towards a particular brand and these are mainly identified as product experiences, quality of the products, pricing factor, placements and advertising etc. These particular factors need to be efficiently satisfied in order to ensure that the brand is positioned effectively within its target customers. The case analysis of Rolls Royce indicates that its specific focus towards the attainment of leadership especially in respect to premium quality cars has allowed it in achieving distinctive position within its target customer groups as being the leader in the industry. The company has specifically focused towards offering luxury cars by offering specific features such as comfort, luxury, association of premium quality and many more. The pricing strategy for Rolls Royce car has designed with a view to cater to the needs of rich class people (Rolls Royce, 2015). Overall, the positioning strategy has been carried out by the company in a manner that best matches with the brand image that has been developed by Rolls Royce over the years. By way of targeting the premium class customers, Rolls Royce has been successful in maintaining the leadership position especially in the segment of offering high quality cars to its customers. The organisation competes on the factors of quality, innovation and technology as these aspects are clearly evident in respect to the specific models as offered by Rolls Royce such as Phantom, Ghost and Wraith. Potential Weaknesses of the Existing Branding Strategy A critical analysis has been performed in respect to the branding strategy that has been considered by Rolls Royce brand in performing its branding. On the basis of performance of analysis, significant level of findings has been achieved with regard to the specific branding strategy in promoting its cars by the company. However, there are certain major positive points and certain weaknesses that are evident in respect to the branding strategy of the company. This section of analysis is focused towards performing a critical analysis of the weaknesses that are evident in respect to the branding strategy of Rolls Royce so that there could be efficient recommendations that could be possible in enhancing the overall branding performance of the company. According to Shankar, Carpenter and Hamilton (2012) branding strategy of an organisation should be such that it positively affects the customer perception towards the brand as offered by the company. In respect to Rolls Royce, its analysis indicated that the company has been successful in positioning itself as the provider of superior quality branded products, but there are certain other ground whereby its branding strategy has been lacking in sufficiently catering to the needs and requirement of its customers. As for instance, in respect to advertisements, there has been little over focus of Rolls Royce in promoting its brand within the target customers. Consumer brand perception is also shaped adequately through the word of mouth communication which has also been lacking in respect to Rolls Royce because the target customers that uses its cars are belong to high profile groups, and they do not normally shares the effectiveness of their products with others (Dinwoodie and Janis, 200 8). Thus, the area involving the promotion of brand image is significantly lacking in respect to Rolls Royce and this requires adequate level of attention. Apart from the above indicated weakness, another crucial weakness as noted in respect to the branding strategy of Rolls Royce is mainly the approach that has been considered by the company in branding its products and services. The branding approach as followed by the company is highly specific and narrow based, as the company has given attention especially towards comfort factor and also towards providing cars that makes less noise out of it. The quality strategy is therefore driven by these factors of comfort and premium price for the products, but the other major areas have been ignored. As for instance, it is highly essential that there should be competitors strategy that should be integrated within the products and services as offered by the organisation. However, the major competitor of Rolls Royce i.e. Ferraris strategy has not been considered by the company which may create problems to it in maintaining its own separate identity (Sengupta, 2005). The brand promise as analysed in respect to Rolls Royce implies that Rolls Royce positioned itself as trusted to deliver excellence. This implies that the company is required to maintain excellence with respect to the processes that are being carried out within it, and till date, it has been able to provide excellence in its offerings of large range of car models. However, a major limitation as identified in this context can be in terms of sustaining its brand promise that it made to customers. There could be chances whereby the company would fail to recognise the customer requests or there may be quality issues because of inefficient technological systems as utilised by it. As a result of this, this poses significant level of risks over maintaining the brand promise of the company. In order to fulfil the brand promise, it is highly essential that there should be excellence that should be achieved with respect to the products and services as offered by the company. This particular br and promise exposes the company to higher level of risks from its operations (Nagel, 2010). Another major weakness of this strategy is that Rolls Royce has to serve only a single particular segment with its branded high quality cars mainly because of the fact that it has positioned itself as catering to the needs and requirements of its premium class luxury customers. The market for low priced cars has also been significant but with this branding strategy as considered by Rolls Royce, there has been higher level of limitations being identified in respect to the company in targeting the lower end customer groups. They have to be highly focused towards meeting out the needs and requirements of such distinctive market segment that has been selected for their car. Further, Rolls Royce become a provider of supreme quality cars and its branding strategy needs to be highly effective in ensuring that the target customers are efficiently encouraged to become its customers. There has been higher level of pressure that is likely over the company in performing its operations in a posit ive manner (Sagar, 2009). Overall, the analysis above has indicated about the problems that are evident in respect to the performance of Rolls Royces branding strategy. The company has although achieved higher level of success and effectiveness in its performance levels with respect to the brand positioning that it has undertaken over years, but the main weakness is evident especially in respect to maintaining the continuity with respect to its performance. Recommendations for Achieving Effectiveness in its Branding Strategy The entire analysis as performed above has indicated that there is a need to ensure the management of efficient branding by businesses, but at the same time, there are various important factors that are required to be considered by them so that the requisite level of brand strategic management can be maintained. An analysis of the case of Rolls Royce as performed above has indicated significant level of findings with respect to the branding strategy that has been adopted by the company, and it has also indicated about the limitations that have been faced by Rolls Royce in its branding strategy. In order to achieve improvement in its branding strategy, the following recommendations are considered essential: 1. On the basis of analysis as carried out above, it is recommended that Rolls Royce should consider the adaptation of separate strategy aimed at achieving higher level of improvements in its performance. The company has inefficient advertising and promotional strategy at present and it is therefore essential that there should be adequate level of awareness created within its target customers regarding the specific branding strategy that has been followed by the organisation. As a result, efficient level of promotion of premium quality feature as offered by Rolls Royce is essential within its target customers (Meister, 2012). 2. In addition to the above major recommendation, it is also highly recommended that the organisation should encourage its customers in involving themselves into word of mouth communication so that the brand image can be positively created with large target audiences. The people within the social networks can be encouraged to create desire in purchasing Rolls Royce cars in achieving higher level of satisfaction (Keller, Apria and Georgson, 2008). 3. Thirdly, it is recommended that the branding approach that should be followed by an organisation should be broader enough to equip necessary changes in the strategy as pursued by the company. An analysis of the given case of Rolls Royce indicates that the branding strategy has been highly narrowed down especially in focusing towards satisfying the needs and requirements of premium class customers. There has not been any provision being made in respect to satisfying the requirements of lower or middle end customer groups which represents a larger market segment. As a result, it is recommended that the branding strategy of the organisation should be such that it offers adequate level of scope in catering to the needs and requirements of larger customer database (Budelmann, Kim and Wozniak, 2010). 4. Finally, it is also recommended to Rolls Royce that it should consider the maintenance of successful branding strategy of targeting the ultra premium class and at the same time, the important elements of the competitors branding strategy should also be considered so that customers could be provided with high quality offerings to their customers (Dhar, 2007). The above indicated recommendations are important from the point of view of maintaining unique and distinctive brand image in front of their customers and thereby in achieving positive level of growth and success in its operations. Conclusion This report involved the performance of critical analysis with regard to the branding strategy as adopted by Rolls Royce. An analysis as carried out has indicated that Rolls Royce is a car manufacturing company that accounts for providing premium category cars to its customers. The cars as offered by company are aimed at serving the needs and requirements of ultra premium class customers. The branding strategy has been assessed through examining the important brand elements of the company which includes brand promise, brand personality, brand association, brand story etc and the performance of analysis has indicated that Rolls Royse has positioned itself as the provider of supreme quality cars to its customers. The cars as produced by the company are aimed at satisfying the needs and requirements of its specific customers which belong to high end premium class customer groups. The brand strategy is although identified as effective, yet there are certain major weaknesses that have als o been identified in respect to such branding strategy that has been considered by Rolls Royce. As a result, there are important recommendations that have been provided in achieving improvement over positioning itself as the most prominent brand that focuses specifically towards the quality factor. Rolls Royce is required to make it sure that it continues to perform consistently over its focus towards premium class factor so that it can continue to create positive image over its customers. References Budelmann, K., Kim, Y. and Wozniak, C. (2010), Essential Elements for Brand Identity: 100 Principles for Designing Logos and Building Brands, Rockport Publishers. 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