Dr. Morris s Hotel Rwanda - 1067 Words

Bojana Misljen POL 103: Intro to World Politics Dr. Morris Video Review Paper Hotel Rwanda The Rwandan genocide occurred in 1994 between the two prevalent ethnic groups in Rwanda, the Hutu and the Tutsi. Hotel Rwanda documents the plight of Paul Rusesabagina, a hotel manager, who opens his hotel as a shelter for the Tutsi people during the Rwandan genocide, saving thousands of lives in the processes. Through bribes Rusesabagina was able to keep thousands of Tutsi people from death. Like many other African states, Rwanda was colonized by a European superpower, Belgium. Therefore, many Rwandans blame Belgium for the division in the country because Belgium considered Tutsi to be more elegant; as a result Hutus were oppressed. After Rwanda†¦show more content†¦Hotel Rwanda demonstrates extreme violations of all articles in the UDHR, during the Rwanda Genocide towards the minority population, the Tutsi. During the genocide, Tutsis were forced to leave their homes in search of security. Unfortunately, so many Tutsi did not make to safety to the neighboring states. In th e Tutsi’s attempt to find safety, the Tutsi endured the agony of Hutu checkpoints who asked for identification; the identification cards were stamped by either a Hutu or Tutsi. The Tutsi were constantly discriminated and tormented by Hutus just because the Tutsi’s appearance did not meet the Hutu qualifications. For example, one Tutsi, in the movie, tell a story how their noses were measured to make sure that it met the Hutu qualifications. As a result, Tutsi women and children were raped and along with the men murdered. The Tutsi people were at times ordered to kill their own relatives, if they were not able to bribe the Hutu soldiers. The Tutsi neighborhoods were targeted; homes of the Tutsis were burglarized, destroyed, and burned. In the process, Hutus killed nearly 1 million Tutsis in less than one hundred days. Such acts violate the freedoms and right of individuals described in the articles of the UDHR. But especially the Rwanda Genocide was in breach of articl e thirty in the UDHR. The article thirty forbids a state from infringing on the rights of its citizens.

Eating Disorders And Body Image Issues - 1655 Words

Eating disorders: noun. A group of psychological ailments characterized by intense fear of becoming obese, distorted body image, and prolonged food refusal (anorexia nervosa) and/or binge eating followed by purging through induced vomiting, heavy exercise, or use of laxatives (bulimia nervosa).These ailments are not pretty. In this society, where only the fit and thin bodies are accepted and appreciated, eating disorders are more common than they should be. Children, starting at a young age, see skinny people on television and in magazines. They hear comments on how their bodies look, then hear the same people turn around and make nasty comments on someone else’s figure. This is not okay, because it is teaching young people that anything†¦show more content†¦In sports, there is a heavy praise on athletes who can stay fit and thin, causing more young people to constantly focus on being thin. (source 4) Even athletes without an eating disorder might have a constant focu s on being as thin as possible! This is very unfortunate, because development of an eating disorder may cause an athlete’s performance rate to decrease, even though what was wanted was a higher performance rate. Vegetarians are at a very high risk for eating disorders; they’re at a higher risk than any other group. (source 5) â€Å"While vegetarianism can be a healthy lifestyle choice, it can also be abused.† (source 5) There are even people who believe that eating disorders are not a disease and are actually a lifestyle choice! Some of these people run websites, called ‘pro-ana’ and ‘pro-mia’ websites. These websites overlook or romanticize details of these eating disorders, such as how, â€Å"eating disorders can lead to anxiety, depression, alcoholism, substance abuse, self mutilation, and suicide.† (source 3) Pro-ana and -mia websites are open to the public and support eating disorders, calling them a â€Å"lifestyle† not a disease. (source 3) These websites were brought to the public’s eye through media. â€Å"[Pro-ana and pro-mia websites] emerged as an online subculture in 2001 when several websites glorifying

Homeboy by Malcolm X - 940 Words

Modes Essay: â€Å"Homeboy† by Malcolm X In â€Å"Homeboy†, Malcolm X, a prominent leader during the Civil Rights era, discusses discrimination within the black community itself through the use of thoughtful imagery, eloquent diction, and symbolism throughout the essay. As Malcolm X describes the racial prejudice currently within the black community in his new home, he uses imagery to accurately portray the glaring discrepancies between the â€Å"ghetto† blacks and the Hill â€Å"elite.† For example, when he describes the arrogance and misguided haughtiness the Hill elite possess, he states that â€Å"foreign diplomats could have modeled their conduct on the way the Negro postmen...acted, striding around†¦Ã¢â‚¬  (Malcolm X 196). This comparison shows how prideful†¦show more content†¦It was a symbol of how white oppression had made blacks think that in order to be beautiful, in order to be handsome, they had to straighten and flatten their natural hair into something a white man or woman would appreciate. In doing so, the black community was simply pleasing those who wished to oppress them, while thinking that the pain, the burning flesh, everything, was worth it. The conk, to Malcolm X, represents â€Å"the emblem of [people’s] shame that [they are] black† (Malcolm X 208). It is the ultimate symbol of the loss of black self-identity. It portrays the willingness blacks have to throw away their heritage, and to embrace the hairstyle that represents self-degradation so wholly and eagerly. In the end, Malcolm X concludes that he, as a past conk-wearer himself, believes that any black man or woman who â€Å"gave the brains in their head just half as much attention as they do their hair, they would be a thousand times better off,† perfectly summing up his feelings of discrimination and self-hatred within the black community (Malcolm X 208). Without subjecting themselves to the indignity and pain of the conk, and focusing on what they have been naturally blessed with, they can truly become a better person in the process. In all, Malcolm X’s essay strives to showcase the rampant racial prejudice inside the black community through the use of imagery, forceful diction,Show MoreRelatedChicano Murals in Los Angeles3931 Words   |  16 PagesFrancisco Poncho Villa and Emiliano Zapata, the nineteenth-century outlaw-hero Joaquin Murieta, Cesar Chavez of the United Farm Workers, Lopez Tijerina of the New Mexico land-grant struggles, an unidentified black panther with the features of Malcolm X, and Dr. Martin Luther King. The figures in the mural are represented in the appropriate garb with significant emblems and carrying objects related to their respective roles in the social process. Bernals mural is significant in two respects:

What were the factors that lead to the formation of the...

There is said to be over a thousand years of literature in the Christian Bible as it is today. This essay will look at the New Testament of the Bible, what the factors were that lead to its formation and the validity of those factors. The Bible must be looked at not as a single book, but as a collection of twenty-seven books. These books as we have them today are not originals, they have been translated from copies of copies and as ancient manuscripts were copied by hand, there is much room for error in this sense alone. As Jesus promised to return, the early Christians thought the perusia (the second coming) would be soon and so didnt see the need in writing anything down. This is known as the oral period. Towards the second century,†¦show more content†¦On a simple level, God is ultimately the author. So it begs the question that if there were so many problems and inerrancies in the formation of the New Testament canon, how can this be true? If it was indeed that God inspired the books of the New Testament to be written then the issue of inspiration must lie in the body of the early Church. As Sawyer proposes, (Evangelicals and the...) we cannot know if the early Church had divine providence. Here was an body centuries ago trying to establish the authority of a book that is still regarded as sacred in todays world. Sawyer: it has been assumed that the canon of the New Testament was definitely closed in the fourth century and it has indeed been the task of many a theologian through the nine teenth century in particular to criticise the canon and as Sawyer puts it, undermining the authority of scriptures, an authority the early church tried so hard to confirm. It could be argued that it doesnt matter if there are inerrancies or that not all of the twenty-seven books are of apostolic authorship but that they are all consistent. As Sawyer suggests, did apostolicity need to be the controlling factor in what texts were and were not accepted as canonical? The word canon itself derives from the Greek meaning measuring rod and its meaning in the sense that we are using itShow MoreRelatedOrganisational Theory230255 Words   |  922 Pagesis, to my knowledge, the most comprehensive and reliable guide to organisational theory currently available. What is needed is a text that will give a good idea of the breadth and complexity of this important subject, and this is precisely what McAuley, Duberley and Johnson have provided. They have done some sterling service in bringing together the very diverse strands of work that today qualify as constituting the subject of organisational theory. Whilst their writing is accessible and engaging

Legal Framework For HRM In Business - Free Sample

Question: Individual Research Report An acquaintance of yours works for a company where she manages a group of IT staff who maintain existing systems and design new systems. Demand for their services is high within the company and there is constant pressure on them to complete projects. Your acquaintance wonders if they are as committed to the work as she would like them to be. Equally, there are many opportunities elsewhere for such staff. Recruiting new staff will be difficult if any of the existing staff leave. She knows that you are attending a HRM course and asks if you have any ideas on motivational theory that might help her to find a solution to this issue. On the basis of your research, you are required to: Identify and discuss relevant theories of motivation that your acquaintance might find useful in analysing this problem. Evaluate the usefulness of the theories you have chosen as a guide to examining motivational problems of this kind. Identify appropriate solutions that the man ager could implement. Your answer should outline the strengths and limitations of those solutions. Answer: Introduction Human resource department plays a key role for the development of the company. HRM helps in introducing developmental plans that would enable the company to introduce effective planning strategies for staffing and controlling different activities of the organization. Through this process, it is possible for the company to achieve the set objectives. Employees of the company are treated as an asset for the organization. Thus it is important to motivate the members and ensure that that the tasks are performed in the desired manner. Through the HRM framework, the staffs are provided with equal opportunities to work at the company. In this case, the unfair discrimination has to be controlled, as this will impact the willingness of the staffs to work for the objective achievement for the company (Ahmad, Schroeder, 2003). Legal framework for HRM in business In the case study, the staffs of the company work under high pressure. The management of the company expects the employees to improve the production activities. However the employees are not happy with the pay and the offers that are provided by the company. This is one of the reasons the legal framework for the company has to be designed and implemented by the management. The rules are drafted for defining the working hours per week, and the pay rates that is associated with the overtime. Such rules have been drafted with an intention of paying minimum wages to the staffs. The pay structure has to be designed equally for both men and women working with the company (Alfansi, Sargeant, 2000). The rules or the framework are defined and implemented by the company in order to maintain labor relationship. Through this process, the rights and benefits associated with the staffs has to be provided to the employees. In this case, the management of the company need to introduce effective health and safety measures is analyzed. This is done for introducing safe or clean work environment for the workplace. The employees of the company cannot be forced to perform different tasks, which are not mentioned in the rule books. In order to improve the relationship with the employees, the management of the company introduces effective employee privacy method. Through this process, the management keeps a control on the inappropriate actions that has been performed by the staffs (Chang Chen, 2002).. Policy development is an important task, especially to improve the quality of the producing and servicing act. In this case, the human resource department of the company works towards developing reliable policies for the staffs and the managers of the organization. This is done to provide equal and fair opportunities to the members working with the company. In this process, it is necessary to ensure that the work policies and strategies are improved after analyzing the coexisting challenges at the workplace. In this case, the restrictions imposed by the legal authorities have to be analyzed. This is done to ensure that the managers and the staffs of the company are aware of the imposition of the rules. Through this process, it is possible to deal with the violations that are caused due to the wrong following of the policies and rules. Thus, the policy development has to be done after analyzing the expectations of the company and the staffs (Chew, 2005). Through an effective human resource planning process, it is possible for the management to introduce the best rules. This would enable the management to take the right decision regarding the guidelines and other factors. Such factors will help the management to introduce the best possible rules through which the cost control system can be introduced. In this method, the relevance of planning and implementing of the right type of strategies cannot be overlooked. This is done to maximize the usage of the human resource development. For this, the HRM has to recruit, train, and retain the staffs. Through this method it is possible for the management to provide the best work culture, which is considered to be important for the successful business operations (Ericksen, Dyer, 2005). In order to encourage the staffs of the company, it is necessary to improve the work culture for the staffs. For this, it is necessary to train the staffs and provide the best information about the task performance. This would help the management of the company to develop the mission and objectives and relate the same with the staff recruitment process. Hiring the staffs, training and retention the employees is an expensive affair. Thus, the management has to ensure that the right number of staffs are recruited and retained by the company. For this, it is necessary to plan the future requirement of the company. This will motivate the company to recruit the right number of staffs, for the organization. It is essential to recruit the best staffs as this will enable the company to retain the best staffs suitable for the organization. In this process, the depletion for the demand for the human resources has to be estimated (Ferner, 2009). This will help the management in adopting and introducing better methods for retaining the staffs. The cost of recruitment and training the staffs is quite high, when compared to the retention price. This is one of the reasons, the management of the company draft the best policy through which the internal work culture and environmental can be improved. Dismissals, retirements, and other factors are some of the reasons the staffs quit the organization. In such a case, it is necessary to recruit the qualified and experienced staffs. However, at the time of planning for the recruitment the company has to analyze the long term goals. Through this process it is possible to ensure that the staff inflow is one the continuous basis. In this method the supply of the manpower has to be analyzed, as this will help in recruiting the staffs for the company. Such planning and execution of the staffs recruitment is necessary for improving the quality of services that is proposed to be rendered to t he clients (Gamble, 2003). In order to encourage performing better at the workplace, it is essential to improve the skills of the staffs to perform the task. In this case, the developmental plan or the requirements has to be planned as per the competitive labor market. Some of the skills required for executing the tasks at the workplace includes the below mentioned factors Planning and organization Implementing communication process (Gerhart, Fang, 2005) Encourage team work Introduce better learning process Adapt an effective problem solving method Provide effective knowledge about the usage of the technology Plan and introduce an effective knowledge system Through such process, it is possible to analyze the challenges that are involved with retaining the staffs. In this method, it is essential for the management to define the framework through which the benefits that would be provided to the staffs of the company. The framework has been defined so as to plan for the human resource management system. This will help in introducing the best strategies through which the staffs can be retained with the company (Guthrie, 2001). Examine the factors affecting the motivation of the staffs and the standards of performance The best way to retain the staffs for the company is by creating positive work culture for the employees. In this process, it is necessary to draft policies through which the employees can be motivated to work towards the goal achievement set by the company. Unless the staffs or the employees of the company are not motivated to perform better, it wouldnt be possible for the management to introduce the best system that would benefit the management and the staffs. Motivation can be negative and positive. In order to improve the work culture, it is necessary to introduce positive work culture. This would help the management to undertake challenging tasks that exists at the workplace. With the help of an effective leadership style, it is possible for the company to achieve the set target, without impacting the operational expenses and tasks decided by the management (Hillman, Wan, 2005). Reward system is considered to be one of the best methods through which the staffs of the company can be motivated. However it is necessary to introduce a fair system, through which the best performing staff of the company can be recognized and rewarded. In the reward structure, the system intended to be followed by the HRM has to be clearly defined. This will help in improving the performance and providing the better resources to the staffs. This is required for encouraging the members to perform the best. Rewards can be monetary or non-monetary basis. Regardless of the system, it is necessary to communicate the process with the members of the company. Better the reward system greater will be the motivational factors of the staffs to work towards the goal achievement set by the company. For instance, salesperson would prefer to get a percentage of the benefits for the sales done for a stipulated time frame. In this case, it is necessary to draft the best rule or policy through the m embers would be encouraged to work towards the goal achievement (Lee et al., 2007). Theory about motivation in analyzing the problem The best theory for motivation is called as the Herzberg theory. In this process, the factors causing satisfaction or dissatisfaction amongst the staffs are analyzed. This is done to find the exact reason for the staffs as to not perform the task. In this case, the reactions of certain factors on the staffs need to be analyzed. Through this process, it is possible for the staffs or the members of the company to overpower the challenges that are associated with the execution of the tasks that would earn reward. People can be motivated through different factors like reward, recognition, hike in the pay, and others. Thus, it is necessary to draft and introduce better system through which the required changes within the system can be introduced. By identifying the factors that causes dissatisfaction amongst the staffs, it is possible for the company to implement the best steps through which the necessary changes can be introduced. At the time of introducing the reward system, the managem ent of the company has to analyze the challenges involved within the system. This would encourage the management to implement the corrective measures through which the required changes can be introduced. Usefulness of the theories for examining the motivational problem The theory has been defined so as to understand the factors that would encourage the members of the company to perform better at the workplace. In this process, the best reward system that would satisfy the members of the company has to be analyzed. This will help in developing positive relationship with the staffs of the company. With the help of the theory, the management can decide upon the best methods for introducing the changes in the reward system. This will ship in retaining maximum number of clients with the company (Matthews, J. A., Zander, 2007). Solution In order to encoring the members of the company to perform better, the management needs to introduce an effective training method. In this process, the management decides to introduce the best reward system. This will help in retaining the staffs and improve the quality of performance decided to be undertaken by the company. With the help of the training program, it is possible for the company to introduce the best strategies that would help in improving the quality of performance of the commonly (Mylon et al., 2004). Strengths Increase in the productivity Team efforts Better coordination of the tasks (Ramamurti, R., Singh, 2009). Weakness Analyze the needs of the staffs (Schuler et al., 2005) Implement the corrective measures through which the corrective measures can be introduced by the company Evaluate the performance ( Sang, 2005). Conclusion Retention of the staffs for the company is one of the most important tasks. In this process, it is necessary to plan and introduce the best strategies through which the required goals for the company can be achieved. In this method the company has to introduce the best motivational factors. This will help in approaching maximum number of staffs and retain them with the company. References Ahmad, S., Schroeder, R.G. (2003). The impact of human resource management practices on operational performance: recognizing country and industry differences. Journal of Operations Management, Vol. 21, No. 1, pp. 19. Alfansi, L. Sargeant, A. (2000). Marketing segmentation in the Indonesian banking sector: the relationship between demographics and desired customer benefits. International Journal of Bank Marketing, 18 (2), 64-74. Chang, P.L., Chen, W.L. (2002). The effect of human resource practices on firm performance: empirical evidence from high-tech firms in Taiwan. International Journal of Management, 19(4), 622. Chew, Y. T. (2005). Achieving Organisational Prosperity through Employee Motivation and Retention: A Comparative Study of Strategic HRM Practices in Malaysian Institutions. Research and Practice in Human Resource Management, 13(2), 87-104. Ericksen, J., Dyer, L. (2005). Toward a Strategic Human Resource Management Model of High Reliability Organization Performance. International Journal of Human Resource Management. 16(6): 907-935 Ferner, A. (2009). HRM in Multinational Companies In A. Wilkinson, N.Bacon, T. Redman S. Snells (Eds.), The Sage Handbook of Human Resource Management (pp.539-558). Thousand Oaks, CA: Sage. Gamble, J. (2003). Transfering Human Resource Practices from the United Kingdom to China: the Limits and Potential for Convergence. The International Journal of Human Resource Management. 14(3): 369-458 Gerhart, B., Fang, M. (2005). National culture and human resource management: assumptions and evidence. The International Journal of Human Resource Management. 16(6): 971. Guthrie, J. (2001). High-involvement work practices, turnover and productivity: evidence from New Zealand. Academy of Management Journal, 44, 180-192. Hillman, A., Wan, W. P. (2005). The Determinants of MNE Subsidiaries' Political Strategies: Evidence of Insitutional Duality. Journal Of International Business Studies. 36(3): 322-340. Lee, Feng-Hui, Lee, Fzai-Zang. (2007). The relationships between HRM practices, Leadership style, competitive strategy and business performance in Taiwanese steel industry, Proceedings of the 13th Asia Pacific Management Conference, Melbourne, Australia, 2007, 953-971. Matthews, J. A., Zander, I. (2007). The international entrepreneurial dynamics of accelerated internationalization. Journal of International Business Studies. 38(3): 387-403. Myloni, B., Harzing, A.-W. K. Mirza, H. (2004). Host country specific factors and the transfer of human resource management practices in multinational companies. International Journal of Manpower, 25(6), 518 534 Ramamurti, R., Singh, J. V. (2009). Indian multinationals: Generic internationalization strategies In R. Ramamurti J. V. Singhs (Eds.), Emerging multinationals from emerging markets: Cambridge University Press. Sang, C. (2005). Relationship between HRM practices and the perception of organisational performance, roles of management style, social capital, and culture: comparison between manufacturing firms in Cambodia and Taiwan, National Cheng Kung University, Taiwan, Taiwan. Schuler, R. S., Budhwar, P., Florkowski, G. W. (2002). International Human Resource Management, Review and Critique. The International Journal of Management Review. 4(1): 41-70. Stavrou-Costea, E. (2005). The challenges of human resource management towards organizational effectiveness. Journal of European Industrial Training, 29(2), 112 134.

Role of Brands and Brand Communities

Question: Discuss about the Role of Brands and Brand Communities. Answer: Introduction The brand symbol forms the basis of a brand community. People's demand for the consumer goods and services affect their productivity making companies produce more to meet this demand. However, for the products to sell well in the market, intensive marketing campaigns on the companies products is required. The social-cultural compositions of the market significantly affect the marketing department and analysts of a company regarding what strategies to employ in reaching the market effectively. Different communities have developed strong loyalty and devotion to certain products, and this has created the basic of social interactions. The following essay explains the role of brands and brand communities, and clearly analysing the implications for brand managers. The Role of Brands and Brand Communities Brands and brand communities provide the society with transformative cultures and experiences with complex behaviours, attitudes, norms, and beliefs. The marketing department of a company should understand the social, cultural expectations of the community members surrounding their business (Greg Northcote, 2014). This is because, while some of the brand communities maintain loyalty to the consumption of a companies products, other communities do not brand their loyalty in an absolute sense. When marketing managers understand communities perspectives and expectations well, this results in making sound decisions regarding what products to produce and offer to the market appropriately. Brand communities form the basis under which the subsequent development and sustainability of the community are established. The implication of this aspect to the managers is that brand community may be of no importance in social dynamics that surround the community. A company's marketing plan should be adequately designed through the involvement of all the marketing staff in decisions making (Hatch, and Schultz, 2008). Practical understanding of the marketing mix may enable the marketing personnel generate the right products, affordable prices, and ensure timeliness in the delivery of the consumer goods in different communities. By this doing, the community is made a valuable asset in the sustainability and development of a company in its key market base. Brand communities create an acceptance of mainstream ideology over which it is differentiated from subcultures of consumption in the market. Every community has a different preference over a particular product; managers should, therefore, be sure of the social constructs of people that determine their demands, tastes, and preferences before supplying a given commodity to such a construct (Holt, 2006). Some communities show resistance to certain products something which necessitates the marketing managers to be aggressive in the commercialization strategies. The marketing team needs to be enthusiastic while creating media adverts as an alternative to entering new markets. Brand communities are established by the manner in which the society people exhibit self-awareness as well as understanding the relationship between the commercial sector and the community. The business environment is made up of conscious, materialistic, and fanatic members whose actions interrupt the marketing strategies of a company (Rosenbaum, 2013). For example, a motorcycle company advertising its vehicles in a market composed of people opposed to radio and television marketing creates a challenge in the selling of such products. Therefore, the marketing managers should advertise these types of vehicles through the newspapers or the internet so that the customers may be able to analyse which vehicles suit their preferences. Brand communities employ shared cultural markers defining a uniform affiliation for the oneness that builds around a particular brand. The brand communities establish different comparisons of products something that creates a challenge to the responsible managers of a company. For example, the market may be unclear regarding what product among two competing products of the firm id demanded most at a particular time (Prado vs. Marcedez Benz, Ferrari vs. Porsche, and Samsung vs. Apple). As a manager, one should seek to understand the myths and sentiments that the market has over a particular product (Leigh, Peters, and Shelton, 2006). After knowing this, it would be very easy for the marketing team to know what communication language to use in convincing people otherwise regarding a particular commodity. The moment the brand of consumer product ceases to thrive in the market, so the community stops to be. The firm branding of a product preceded the community's experience, and this establishes a secondary effect to the target market (Davidson, Mcneill, and Ferguson, 2007). As a manager, one should come up with policies of firmly positioning himself in the market and such strategies include; offering those consumer products that conform to the community's beliefs, improving the quality and quantity of the commodity, and educating the community on the use of the outputs. The manner by which companies diversifies their products and services is primarily determined by the type of community constructs within the market. Where there are greater chances of failure, most companies are reluctant in diversifying their brands. The marketing manager together with the team in a company should clearly understand the limit of brand power by not expanding its activities to those operations beyond their brand power (Cova, and White, 2010). The managers should cast a significant measure of doubt over its essential status when it comes to brand community. For example, football clubs managers prefer using one formation that suits its players, and that is entirely different from the opponents, this maintains a high fun base for the teams. The brand community dynamics elevates the role of marketing teams as the agents in the maintenance of the company's brand in a manner that is distinguishable from any other community (Pongsakornrungslip, and Schroeder, 2011). Where the brand community is not well understood by the community, there is a weak relationship between the company and the clients. Different dynamics of communities creates a challenge to the success of business in a particular market segment. To thrive in the market, the marketing team should employ sociologist who can advise them in understanding how different communities operate (Cova, Kozinets, and Shankar, 2007). The brand community helps managers in deciding what brand component should be incorporated into a whole range of the companies product sheets. Conclusion Strong brand establishes a unique dynamic in brand communities which distance the community from the aspect of production to the logic of consumption. Distinct brand formation to a companies products creates the basis of the success of a business in the marketing environment. Therefore, marketing managers, together with the marketing teams should clearly understand different perspectives of the communities so as to establish unique brands which suit the right community demands. References Cova, B., Kozinets, R., and Shankar, A. (2007). Consumer Tribes. Oxford: Butterworth Cova, B., and White, T. (2010). Counter-brand and alter-brand communities: the impact of Web2.0 on tribal marketing approaches. Journal of Marketing Management 26(34): 25-270. Davidson, L., Mcneill, L., and Ferguson, S. (2007). Magazine communities: Brand community formation in magazine consumption. International Journal of Sociology. 27: 208220. Hatch, M., and Schultz, M. (2008). Taking Brand Initiative: How Companies Can Align Strategy, Culture, and Identity through Corporate Branding. San Francisco, CA: Jossey-Bass. Holt, D. (2006). Jack Daniels America: Iconic brands as ideological parasites and proselytizers. Journal of Consumer Culture 6(3): 355377. Leigh, T., Peters C., and Shelton J. (2006). The consumer quest for authenticity: The multiplicity of meanings within the MG subculture of consumption. Journal of the Academy of Marketing Science 34: 481493. Pongsakornrungslip, S., and Schroeder, J. (2011). Understanding value co-creation in a co-consuming brand community. Marketing Theory 11(3): 303324. Rosenbaum, MS. (2013). Maintaining the Trail Collective Action in a Serious-Leisure Community. Journal of Contemporary Ethnography 42(6): 639667. Greg, S., Northcote, J. (2014). When totems beget clans: The brand symbol as the defining marker of brand communities. Journal of Consumer Culture, 1-60.