The Argument For A Plea Deal Essay - 1733 Words

In many cases like the previous the influence of the attorney and the means of counsel is a big factor in the accepting or declining of a plea deal. The Sixth amendment right, given to all who inhabit this country is the right to counsel is in many sense inadequate. The juvenile offenders are assigned an attorney; an attorney that they believe has their best wishes at mind. Many are unaware that the attorney they may receive has 4 times more than the federally recommended caseload for a defender. (Polakow-Suransky, 2002) The time the juvenile offenders spend with their attorney is average 10 to 12 minutes. After their first 10 to 12 minute counsel meeting more than 50% of juvenile offenders please guilty for their plea deals. A large issue is the defense these juveniles are receiving. The defenders are often excruciatingly over worked and vastly underpaid. Over time this leads to the lack of commitment and devotion for the cases of criminal court. The defenders spend little time even concerning themselves with the youth’s or their crimes and there is very little a teenager with no means of income can do about it. The lack of money in juvenile law seems to do the opposite of push juvenile defenders to do anything beyond the baseline. The results of these conditions are the substantial number of juveniles who sign or give away their rights with barley any counsel. The juvenile system is basically taking every with two alternatives in mind, getting them out or getting them in.Show MoreRelatedPlea Bargaining : An Effective Tool1684 Words   |  7 PagesPlea-bargaining is one of the most controversial aspects of the American legal process. While some individuals regard plea-bargaining as an effective tool used to ensure justice, others consider it fundamentally unconstitutional. Plea-bargaining is a process in which a defendant agrees to plead guilty to a charge in exchange for either a reduced sentence or a lesser charge. The process is extremely private a nd judges typically have very little influence over the negotiation. Most frequently, theRead MoreEssay On The Request Deal1112 Words   |  5 PagesToday, the request deal is a fundamental piece of the criminal equity framework. The considerable dominant part of charges, more than 90 percent in numerous purviews, are settled through some sort of supplication deal, called a plea bargain. The Seventh Amendment of the Bill of Rights systematized it as a basic piece of Americans freedoms. At the point when large amounts of criminals were gotten and charged, the legislature experienced a trial and decision. However, in the 1800s, a pattern towardRead MoreIs Plea For The Criminal Justice System?1455 Words   |  6 PagesThe question of â€Å"whether Plea deals are at all effective or do they just erode the criminal justice system?† has been raised for some time now. Plea bargaining has been closely scrutinized for many years by individuals who believe in justice being served wit hin our courtrooms and fair-mindedness. I believe that plea bargains not only cripple and deteriorate our justice system but it negates justice altogether. My reasoning’s for disagreeing with Canada’s plea bargaining is people are being pressuredRead MoreThe Federal Court System Consists Of Three Levels926 Words   |  4 Pagespresented Cooper a plea deal: in this deal, he would perhaps plead guilty to physical attack with determination to kill and face a reduced sentencing whereby the recommended least verdict is 51 to 85 months in custody. Cooper’s law court selected counsel instructed him to discard this plea offer, advising Cooper that since the victim was injured lower than the waist, the trial could not institute the necessary element of intention to kill. Built on this guidance, Cooper precluded the plea offer; he alsoRead MoreThe Importance of Plea Bargaining in Criminal Trials Essay1336 Words   |  6 PagesThe Importance of Plea Bargaining in Criminal Trials Screeech! That is the sound of our court system coming to a grinding halt, if plea bargaining were no longer utilized. Not only does plea bargaining save taxpayers an enormous amount of money, it often provides the evidence for a conviction and allows public defenders and other court officials to concentrate their limited resources on more important or difficult cases. Some people may believe that plea bargaining with criminals is wrong.Read MoreProsecutorial Athletes And Prosecutors : The Price Of A Deal?1195 Words   |  5 PagesPrice of a Deal In the judicial world, prosecutors have tremendous power. Prosecutors can make deals and change deals at their discretion. In the academic world, many scholars have debated that the plea bargain or deal-making should end. While other scholars think prosecutors need more guidance and a watchful eye to stay on course. This argument is compounded when the media blows up on cases gone wrong or blatant prosecutorial misconduct. This paper will detail the problems plaguing the plea bargainRead MoreThe Issues Surrounding Plea Bargaining1513 Words   |  7 PagesI. Introduction: The Issues Surrounding Plea Bargaining The plea bargaining process is no stranger to the justice system. The issue of plea bargaining has been subject to never-ending debate as to whether or not this system is still viable. Some believe that we should abolish this system of plea bargaining. Plea bargaining is criticized for failing to take into account the victims’ desires. Rampant is the belief that people are not being properly punished for their crime and, as such, leads to aRead MoreThe Criminal Justice System Within Criminal Offenders1361 Words   |  6 Pagestrial is arraignment to advise the defendant of the charges and allow the defendant to enter a plea, usually guilty or not guilty. Sometimes, arraignment takes place at the same time as the initial appearance. However, Jodi Arias was arraigned on September 11, 2008 and entered a plea of not guilty (Dolak, 2013). It is at this point that Arias and her defense attorney may have benefited from a plea deal to potentially avoid imposition of the death penalt y. Since the defendant pleaded not guilty, theRead MoreThe Problem Of Prison Overcrowding1598 Words   |  7 Pagesthis article, the authors determine several short-term solutions to the major problem of prison overcrowding and argue that the problem of prison overcrowding would not be ending anytime soon, due to the inadequate attempts by state governments to deal with the inhumane living conditions in overcrowded prisons. This article relates to the topic because the authors analyze how the federal government and some individual states, such as California and Florida, respond to the constrained resources causingRead MoreJodi Arias Trial Essay1607 Words   |  7 Pagestrial is arraignment to advise the defendant of the charges and allow the defendant to enter a plea, usually guilty or not guilty. Sometimes, arraignment takes place at the same time as the initial appearance. However, Jodi Arias was arraigned on September 11, 2008 and entered a plea of not guilty (Dolak, 2013). It is at this point that Arias and her defense attorney may have benefited from a plea deal to potentially avoid imposition of the death penalty. Since the defendant pleaded not guilty, the

Inside Job - 2973 Words

1 - Summary - Inside Job - Introduction - 1)Inside Job opens with a case study of Iceland, a nation that was possessed by the cancer of free radical finance. 2)Iceland was stable – low crime, strong education, strong stability in social and financial systems. 3)Multinational corporations such as Alcoa were then allowed to come into Iceland and install their business thereby disrupting the integrity of the system. 4)Three of their largest banks were privatised and in only five years, they combined to borrow a sum equal more than 10 times Iceland’s total GDP. Reckless borrowing and lax lending became commonplace. 5)A businessman named Jon Asgeir Johannesson, former head of the major retail company Bagur, is noted for taking out a loan†¦show more content†¦Eliot Spitzer, Former Governor of New York and Former New York Attorney General, conducted an investigation into the internet crisis that revealed investment banks were promoting stocks they knew were likely to fail, because they earned commissions based upon how much business they brought in – another pattern in the global financial crisis. Spitzer’s case resulted in ten investment banks - Citigroup, Goldman Sachs, UBS, Morgan Stanley, Merrill Lynch, Lehman Brothers, J.P. Morgan, Deutsche Bank, Credit Suisse, and Bear Stearns – paying a total of $1.4b as punishment. 14)Financial engineering became a new field of study and derivatives were developed. Derivatives are basically bets, various types of bets. A well-known derivative is an option. When investing in an option rather than a stock, I am investing in the opportunity to buy or sell a stock rather than the stock itself – thus, the option is a ‘spinoff’ of the stock, and is derived from the stock, hence the name ‘derivative’. I can invest in options and I can trade options, as if they were stocks. With derivatives, there are all sorts of bets speculators can make – derivatives can include bets on a company’s stock, commodities prices, the likelihood of a company’s bankruptcy, and even the weather. An issue with derivatives is that if IShow MoreRelatedInside Job1673 Words   |  7 PagesNAME : JAWAD KARIMI ID NUMBER :05048569 INSIDE JOB: Inside Job  is a 2010  documentary film about the  late 2000’s financial crisis  . The film is in five parts the film explores how changes in the policy environment and banking practices helped create the financial crisis. The movie starts with showing the Iceland bank where it all started from the land scape is shown green and fresh but then as the corporations moves into the country it becomes muddy and dryRead MoreInside Job Analysis742 Words   |  3 PagesIdentify and discuss the interrelationships among the key factors highlighted in the global financial crisis â€Å"Inside Job† has identified two main themes that have been typically responsible for the financial crisis of 2008. Firstly, extensive deregulation since 1980s has been largely responsible. Secondly, the academia has played a pivotal role in legitimizing deregulation and has hence been indirectly, if not directly, responsible for the one of history’s biggest financial meltdowns. As farRead MoreThe Inside Job - Review2226 Words   |  9 PagesADMAP REVIEW OF THE MOVIE – INSIDE JOB Rohan Rambhia | PGP-10-155 Inside Job is an exemplary recount of how administrator’s role when exploited to form risky administrative strategies by means of faulty processes lead to a crisis of the stature of the recession of 2008. It is a comprehensive documentary which narrates the history of the collapse, not only going into great, informative depth about the risk-based strategies that put the global economy on the line, but looks back to the riseRead MoreInside Job Documentary1430 Words   |  6 PagesAkash Agarwal ACCTG 2600 – 005 The documentary Inside Job does a very good job of explaining what happened in a relatively short period of time and in an accessible way. The film also has compelling villains and outrageous behavior that is bound to engage and enrage viewers. It s basically an overview of the financial crisis of recent years, which we are still recovering from. The thesis seems to be that the regulations that were put in place after the Great Depression have been systematicallyRead MoreThe Inside Job - Review2210 Words   |  9 PagesADMAP REVIEW OF THE MOVIE – INSIDE JOB Rohan Rambhia | PGP-10-155 Inside Job is an exemplary recount of how administrator’s role when exploited to form risky administrative strategies by means of faulty processes lead to a crisis of the stature of the recession of 2008. It is a comprehensive documentary which narrates the history of the collapse, not only going into great, informative depth about the risk-based strategies that put the global economy on the line, but looks back to the rise ofRead MoreAnalysis Of The Movie The Inside Job 1474 Words   |  6 Pagestheir screenplay, the Inside Job. The Inside Job is truly about an inside job that included many government employees and Wall Street workers. Of course, you can decide for yourself if these people do what the documentary shows they did. As for me, the evidence is overwhelming. After a short introduction, the film starts out with the date of the stock market crash, September 15, 2008. Could you imagine going from everything being fine one day to the next day of losing your job? It seems extravagantRead MoreAnalysis Of The Documentary Inside Job 1576 Words   |  7 PagesThe documentary, â€Å"Inside Job† is divided in five sections in which it provides a detailed examination of the changes done in the government and the banks that were responsible for the generation of the global financial meltdown that took place in Fall of 2008. This crisis cause millions of jobs and home losses for many American citizens. As well, it caused a deep economic recession. The analysis of the causes of economic crisis of 2008 was a great realization for anyone that was affected, or notRead MoreInside Job Movie Synopsis756 Words   |  4 PagesInside Job Movie Synopsis Part I: How We Got Here: The Reagan Administration of the United States began a thirty-year-period of deregulation by the legislators in the financial system. Deregulation allowed the financial sector more freedom and less discipline, which provided more opportunity for profit and risk. Reflecting the profit growth resulting from deregulation, investment banks went from small, private firms to public companies. To illustrate the growth of the financial sector beginningRead More9 / 11 Inside Job977 Words   |  4 PagesHolly James Mr. Bergmann Senior English B2 31 March 2015 9/11 Inside Job On September 11, 2001, four different planes were hijacked by terrorists. Two of them headed for the Twin Towers, the other headed for the Pentagon and the other nobody really knows for sure. The two that were headed for the Twin Towers, sadly made it there and crashed into both of them, they collapsed. The one headed toward the Pentagon also made it there. But the other plane didn’t make it to wherever it was supposed toRead MoreThe Inside Job, By Charles Ferguson Essay1583 Words   |  7 Pages In his documentary â€Å"The Inside Job†, Academy-Award winning filmmaker Charles Ferguson attempts to provide a comprehensive analysis of the financial crisis of 2008. In creation of the documentary, Ferguson performed extensive research on the underlying causes of a â€Å"global financial disaster† which many claim could have easily been avoided. The documentary provides interviews with financial insiders and advisers, many in ways that portray the wealthy bankers a nd executives on Wall Street, and those

DNA Code Essay Example For Students

DNA Code Essay Only a small fraction of our total DNA makes us different from gorillas,chimpanzees and other primates. An even smaller fraction makes one persondifferent from the next. Its these differences that forensic DNA experts use toidentify people and determine the source of biological evidence such as blood orsemen found at a crime scene. DNA testing is powerful, sensitive and effectivein pointing to the guilty and absolving the innocent. To date, 67 convictedfelons have been exonerated nationwide based on DNA evidence. The vast majorityof those have been rape cases. But DNA testing as it is now performed raises aquestion as to whether the public should fear that an innocent person may bewrongfully convicted or a legitimate suspect excluded from consideration. Shouldwe be concerned that the government can order the collection of ones DNA forpurposes of identification, much like a set of fingerprints? DNA contains muchmore personal information than a fingerprint. Recognizing the importance o f DNA,our government sponsored the Human Genome Project in 1990 to determine thesequence of DNA sub-units within each of our 46 chromosomes. The completesequence will be deciphered within the next few years. With this information,there will be dramatic advances in many medically related areas, giving doctorsthe ability to predict illness, make better diagnoses and perform gene therapyto correct sometimes deadly genetic defects. DNA online With the development ofspecialized machines, it is now relatively easy to make millions of copies ofany gene and determine its sequence. With the same equipment, we can determinethe genetic composition of anyone who becomes a suspect in a crime. Thisinformation can be incorporated into a local, state or national database forfuture use. In 1998, the FBI laboratory brought its National DNA Index Systemonline. DNA profiles from convicted offenders and crime scene evidence submittedby forensic labs are combined into a single national database. As a res ult, DNAevidence found at a crime scene in New York can be used to identify a suspect inVirginia if a matching profile is found. New York City Police CommissionerHoward Safir has proposed that all those convicted of any crime be required tosubmit a specimen of their cells for analysis and that their DNA profiles becomepart of the states database. The citys mayor, Rudolph Giuliani, has gone evenfurther and endorsed the idea of collecting DNA samples from everyone at birth. Both say the benefits associated with increased testing are well worth the costto the taxpayer. But do we have anything to fear from universal DNA testing?Many argue that the innocent certainly have nothing to worry about. The perfectscience? Forensic DNA analysis is held in such high esteem that it has developeda reputation of infallibility. But is it really the perfect science or cananalysts make mistakes? A mistake could cost a suspect his liberty or even hislife. This almost happened in England, where a DNA test matched an innocent manto a burglary crime scene. Based on a test using six genes, he was deemed thelikely source of the crime scene evidence. He matched the evidentiary profileperfectly. But in a more rigorous 10-gene analysis, conducted because hepresented a very strong alibi, he was excluded as a suspect. Britains DNAdatabase is the largest in the world, consisting of almost 700,000 profiles. When it comes to criminal matters, civil liberties in Britain are apparentlyless of a concern than they are in the United States. Most English subjects tendto volunteer specimens when police ask them to do so. As with any medicalprocedure, one must weigh the benefits of DNA testing against any potentialdownside. There are clearly a number of ethical and legal issues that must beaddressed. How can we be sure that someone wont gain access to your geneticprofile and sell it to a prospective employer or insurance company? Its afrightening thought, but political candidates may one day find themselvescompelled to provide samples of their DNA. Genetic profiles could then influencethe way people vote. The good, the bad and the ugly Everything we are is in ourDNA personality, behavioral traits, intelligence, the likelihood ofdeveloping a disease. In other words, the good, the bad and the ugly. To avoidthe potential for abuse, the government should just retrieve identifyinginformation from th e samples and destroy the rest. I believe that while thereare no easy answers, DNA testing is extremely valuable as a crime-fighting tool as long as safeguards are in place to prevent abuse and ensure that geneticinformation doesnt fall into the wrong hands. We all want to see an end toviolent crime, but at what cost? Should we take samples from all those arrestedregardless of how serious the charge? Should we test everyone at birth? Shouldwe be concerned that governmental police agencies may soon possess our totalgenetic blueprint? With the phenomenon of computer hacking that now confrontsus, should we worry about database security? What do you think? LawrenceKobilinsky, Ph.D., is a professor of forensic science and associate provost atJohn Jay College of Criminal Justice in New York City. He is an internationallyrecognized expert in the areas of serology and DNA analysis and serves as aconsultant to the U.S. State Department. THIS WEEK: Going Mindhunting More AboutJohn Douglas UNS OLVED FEATURE New Test IDs Victim Linked to Green River CaseBrings to 42 the Number of Women Accounted For PREVIOUS KOBILINSKY COLUMNSBuilding a Case From a Drop of Blood How Far Should DNA Collection Go? Body ofEvidence More About Lawrence Kobilinsky KOBILINSKY BOOK LIST LAWRENCEKOBILISNKSY EVENTS improve its use as a tool of investigation and adjudicationin criminal cases. The Commission will address issues in five specific areas:(1) the use of DNA in post-conviction relief casesview published report, (2)legal concerns including Daubert challenges and the scope of discovery in DNAcases, (3) criteria for training and technical assistance for criminal justiceprofessionals involved in the identification, collection and preservation of DNAevidence at the crime sceneview published pamphlet, (4) essential laboratorycapabilities in the face of emerging technologies, and (5) the impact of futuretechnological developments on the use of DNA in the criminal justice system. .u2f9cde1643847df925ed76dfc1715c23 , .u2f9cde1643847df925ed76dfc1715c23 .postImageUrl , .u2f9cde1643847df925ed76dfc1715c23 .centered-text-area { min-height: 80px; position: relative; } .u2f9cde1643847df925ed76dfc1715c23 , .u2f9cde1643847df925ed76dfc1715c23:hover , .u2f9cde1643847df925ed76dfc1715c23:visited , .u2f9cde1643847df925ed76dfc1715c23:active { border:0!important; } .u2f9cde1643847df925ed76dfc1715c23 .clearfix:after { content: ""; display: table; clear: both; } .u2f9cde1643847df925ed76dfc1715c23 { display: block; transition: background-color 250ms; webkit-transition: background-color 250ms; width: 100%; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #95A5A6; } .u2f9cde1643847df925ed76dfc1715c23:active , .u2f9cde1643847df925ed76dfc1715c23:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .u2f9cde1643847df925ed76dfc1715c23 .centered-text-area { width: 100%; position: relative ; } .u2f9cde1643847df925ed76dfc1715c23 .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .u2f9cde1643847df925ed76dfc1715c23 .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .u2f9cde1643847df925ed76dfc1715c23 .ctaButton { background-color: #7F8C8D!important; color: #2980B9; border: none; border-radius: 3px; box-shadow: none; font-size: 14px; font-weight: bold; line-height: 26px; moz-border-radius: 3px; text-align: center; text-decoration: none; text-shadow: none; width: 80px; min-height: 80px; background: url(https://artscolumbia.org/wp-content/plugins/intelly-related-posts/assets/images/simple-arrow.png)no-repeat; position: absolute; right: 0; top: 0; } .u2f9cde1643847df925ed76dfc1715c23:hover .ctaButton { background-color: #34495E!important; } .u2f9cde1643847df925ed76dfc1715c23 .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .u2f9cde1643847df925ed76dfc1715c23 .u2f9cde1643847df925ed76dfc1715c23-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .u2f9cde1643847df925ed76dfc1715c23:after { content: ""; display: block; clear: both; } READ: I Have a Dream EssayEach topic will be the focus of in-depth analysis by separate working groupscomprised of prominent professionals who will report back to the Commission.

Virgin brand analysis Essay Example

Virgin brand analysis Paper Virgin background Virgin is an international investment group that operates in over 34 countries and that employs around 50,000 people in about 400 companies worldwide. Its product ranges from mobile services to travel, finance services, music and many many more. It was funded in 1970 by Sir Richard Brannon who started the company by selling cut price records by post through his Virgin Mail Order business. The company expended really quickly and is now a well-recognized and trusted brand all around the world. Virgin group companies even far apart from each other are like one big family that is instant in the delivery of its brand message and the values it stands for. Each company is empowered to run their individual affairs but they do help one another to seek solutions and advancement. Their cohesion across states and countries reinforce their image and inspire trust among consumers. Virgin believes in making a difference and that is what probably gives them an edge on competitors. We will write a custom essay sample on Virgin brand analysis specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Virgin brand analysis specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Virgin brand analysis specifically for you FOR ONLY $16.38 $13.9/page Hire Writer They are an innovative company who work really hard towards sustainability and who give back to communities. At our core we believe business must be a force for good and use its influence and resources to help find solutions to some of the worlds major issues (virgin. Com). Their involvement in long-term sustainable project has placed them in the world top 25 most innovative companies. Its Australian airline segment has also been experiencing huge growth in recent years. Their marketing campaign as well as their brand strategy is both fun and fascinating in many aspects. This essay will consequently analyze their trademark and its impact on consumer behavior and attempt to explain what has made this company so popular amongst consumers. Different marketing concept and theories will be used to get a better understanding of how the company marketing effort work as a whole and more closely in Australia. Virgin brand analysis Brand personality Science is now able to explain a lot of things that were mysteries a few decades ago. The discovery of DNA has opened new doors in medicine, crime solving but also in marketing. The difference between you or any other human being is 0. 5%. The real factor that differentiates us is in the expression of our genes and in how we communicate the difference in that expression (2002). Similarly brand personality act as the DNA of a company. Commercial brand have evolved and now resemble more to a person than an abstract object. It stands for something, have core values, a vision, a motto and many attributes that make it m ore human and that differentiate it from competitors. I nee Vulgar group Is a great example AT a strong Drank personality Richard Brannon has given his company a multidimensional perspective. For consumers, Virgin is more than Just a brand. It has its own personality and consumers are more prone to purchase from a brand that clicks with their personality. The personality of Virgin could be described as; fun, courageous, sexy, innovative, CEO-minded and daring. The Virgin brand values have stayed unchanged for 40 years and arent Just an image but a reflection of their very essence and the way they do business (virgin. Com). Similarly, a brand enables people to express their own self. These traits given to Virgin are related to a theory that incorporates 5 dimensions that help further explain how consumer connects with certain traits of a brand. Those 5 dimensions consist of; sincerity, excitement, competence, sophistication and ruggedness (Asker,1997). For Virgin the 4 first dimensions are definitely the strongest allowed so lets explain them further . If you look at this last decade, the growth for sustainability and CEO-friendly causes has been colossal. As we learn more on the impact of our action on the planet we realize that things need to change. Not only us as individual human being need to change but companies and society as a whole. Richard Brannon has understood that early on and maybe even before it became so popular. He has remolded his company around that evermore-growing trend by investing large amount into the Virgin green fund and different charities. This fund allows resources to go towards developing ii-fuel, renewable energy, CEO-tourism and many others green causes. By doing so, MR.. Brannon has attracted many like-minded consumers who longed for sustainability. In other words, they share the dimension of sincerity with the company. They share common traits such as; genuineness, honesty, cheerfulness and consumers know that by opting for the virgin brand, they also give their money to a company that will invest towards achieving that common goal they share. Another of virgins brand dimension is found in the companys provocative and humorous advertisement campaigns . Their last campaign on virgin money has rated enormous attention by its sexual references and the use of older couples to turn the ad into a Joke. The company is known for shaking things up and doing things that everyone else say shouldnt. These personality traits of imaginativeness, high-spirit, daringness attract many younger consumers who connect with this dimension of excitement because its fun and dangerous. A proof of this is their fans base on Backbone; their most popular age group is between 24 and 35. Young consumer can relate to this type of behavior and are more inclined to connect with this style of advertisement. Their Virgin Oceanic project is even more daring with its wild mission to visit the deepest part of the sea that has never been explored before. This project pushes a step further innovation and adventure and is definitely going to draw even more attention within the youth population. Also, despite having a large array of different products in very different markets the company pusses ten same consistent message, values Ana qualities. IT you Virgin I-J mobile phone market as an example, you discover rapidly that what has created its massive success was its young modern image and strong brand petition and not its experience within the communication industry. Consumers attracted to products and services that are reliable, efficient and trustworthy know they will find that in Virgin. This dimension refers to competence and Virgin has had to build this dimension over time with consistency and quality. Furthermore, consumers that already associate with virgins value will assume that the same qualities will also be true in the other companies under virgin group and adopt these companies faster and more easily which in turn build trust amongst consumers. Finally, Virgin has got a touch of glamour, especially within its airline companies. Most advertisement of virgin airline shows beautiful arrestees and classy airplane interior design. This refers to the sophistications dimension. The airline definitely pushes this image to customers because low price are often associated with poor sophistication and quality. Virgin shows consumers that low price can still offer high- class quality standards and that paying less doesnt necessarily meaner getting less. They have been extensively working on this dimension to appeal to the people injecting more with this dimension. One of their most recent attempts at reaching these types of consumers has been the launch of business class. This happened in 2012 within Virgin Australia and even if Santa is still ahead, they are not far behind: According to the Roy Morgan Air Travel Survey, 54% of business travelers would consider using the airline. This can further be explained by the perceived lack of the competence dimension within Santa during the crisis that stranded all their airplane to the ground in 2011 . Now to explain even further Virgins marketing efforts o appeal to this class, we need to look further in other marketing theories. Brand repositioning If we take Virgin Australia to analyses their positioning, we can see that the big airline companys positioning strategy is low price. All of Virgin Australias service has a fee such as; meal, wireless services, livelier movies and TV shows and even water. Since they made optional services available, they can reduce the price and get competitive power from price. Starters, their main competitors, also have all optional services and they offer lower cost too. This is one of the reasons why Virgin had to do a Product positioning since the competitors were too close to their position. If the company could not show a clear differentiation from its competitors, consumers would not have perceived a real difference and would have been less satisfied with their product since they paid more than with Starters. This extremely close positioning also meant for Virgin Australia that customers have less brand loyalty because they cant see a clear reason why they should choose Virgin over Starters. Even though Virgin had a great primary market positioning strategy, Starters airline had overlapped the market positioning. That is why, in 2012, Virgin Australia airline launched the Virgin Australia business class which is obviously targeting business class people. They launched a series of executive lounge in the airport of all main cities around Australia. In that executive lounge, facilities such as; photocopier, fax, cinema, video game room, bar, data access points, cafe © and lounge areas are included . Virgin tries to create a new positioning and extend the brand. Their product repositioning strategy aimed to create a new interest within consumers and extend their market reach. Not only Virgin Australia positioned their brand, many others too, however, few of them succeed in doing so. There are several key concepts a company needs to apply to successfully reposition their brand. First, before the repositioning, company must do extensive research on the most favorable future market and also assess the threat of potential competitors. In this case Virgin concluded that the business class was the market to target and that to alleviate the threat of their main competitor within this market (Santa) alliances needed to be done. Thats why comprehensive icosahedra alliances overseas tit Air New Zealand, Delta, Tithed, Singapore Airlines, Hawaiian and Virgin Atlantic (Wilson,2012) were made. Secondly, it is important not to launch many new services but one that is well built and polished. The reason is that it could damage the original brands characteristic and consumers could get lost in the process. Virgin has accomplished that in the launch of its business class by targeting a specific portion of the market and ticking all the right elements of services this particular target requires. Thirdly, a company that repositions itself should use marketing strategies to rate awareness within new target-audience. In the case of Virgin Australia, online teaser as well as television, magazine, bus shelter and press all contributed to build the awareness and excitement of the new services to be offered by Virgin. Finally, a company should reposition their brand mainly when there is a real danger to the company because repositioning is very risky. Failure of reposition can not only be unsuccessful but also cause a great deal of damage to the original brand. It is definitely a better idea not to reposition a brand when it dominates the market but in certain case such as Virgin it is inevitable. Emotional appeal rational appeal We now look at Virgin advertisements effort to try to appeal to the consumers. Advertisement can create appeal in 2 ways; emotional appeal and rational appeal. In order to stimulate positive emotions such as love, friendship, Joy or beauty, the brand needs to create the right atmosphere in the delivery of their message related to the brand or the company. Every details are important; setting, tone, color scheme, lighting, etc. On the other hand, emotional appeal can be accomplished through fear using negative emotions such as guilt, fear, empathy, etc. Highlighting the negative consequences that will result if people are not using a certain product is a negative way of stimulating. Emotional appeal strategies are used in advertising campaign for apparel, cosmetics, household goods, Airline companies or in shorter term, pretty much everywhere! Messages, music and implicit elements such as language, gestures, Tactual expression Ana vernal or non-verbal cues are all uses In tens type AT advertisement strategy. How to appeal to consumers can although greatly fluctuate across different countries and cultures. Virgin is an international company and has invested a great deal of time in forming ads that will both convey a consistent message with the Virgin group image but that will also appeal to a certain market within a certain country or culture. When looking at their advertisement campaign within different countries, it is easy to notice different tone and different emotional appeal. As an example Virgin Pacific campaign has much more sexual references than Virgin Australia who seems to focus on peace of mind and comfortableness. That might be in part due to Virgin Australia repositioning and its effort to appeal more to business class. Virgins appeal approach has significantly changed through the years. Very early on, they used to mainly advertise their product by rational appeal. This type of appeal focuses on proving the products usefulness to consumers. It includes promoting the product by stating the products benefit, performance, quality, value, convenience or affordability. It highlights all the functional advantages of using or buying the product by giving fact or even statistics and help assist the consumer in its decision- making process. Messages should convey features and benefits of the product and he specific information that convey scientific fact or a clear understanding of what they get for what they pay. If we take Virgin Blues marketing strategy as an example through its last 13 years of advertisement we notice that they used both emotional and rational appeal. As I mentioned before, very early on, the company used more rational appeal. In the case of Virgin Blue, their advertisement during 2000 to 2003 focused more on the price of their products as well as their attributes using message such as we are assembled the best. Those advertisements have very concise and Lear message that refers to prove the brands quality. However, from 2003 to 2006 we can notice a change in Virgin Blues growing use of emotional appeal; If only you got virgin blue service everywhere, this message was always showed on the virgins commercial during that time. They also start using exciting music and highlight situations that show how Virgin Blue is convenient but also fun. After 2006, when blue room is launched, the advertisement is changed too. Their slogan is Where great ideas fly and New premium economy. To appeal to consumers, Virgin Blue uses both emotional and rational appeal. They show how great their services are but also nice-looking flight attendant, sophisticated design and the use of young and trendy music within their ads to create emotions. Brand equity Brand equity is connected to a brand name or symbol attached to a product or service. The brand equity is divided in 4 parts, which consist of; brand awareness, brand associations, perceived quality and brand loyalty. These four elements form the basis for the brand development, management and measurement. Brand awareness is how aware consumers are about a certain product or service provided y a company. The advantage of high brand awareness is that it is easier to make Drank collocations, It also Increases ten Telling AT certainty Ana Admiralty. Brand awareness is the most important element of brand equity. First, brand awareness is divided in 2 parts; brand recognition and brand recall. Brand recognition is the ability to recognize the product by its attribute and brand recall is the ability of consumer to remember the brand when the purchase situation of the products arises. To increase brand awareness, frequent exposure to products is a very effective tactic. For that reason Virgin Blue have used astronomical sum into advertisement. Not only television advertisement but also magazine, sponsorship, Internet, involvement in green causes, to only name a few, is used to increase brand awareness. Consistency in these advertisements is also a great factor to consider when doing this type of marketing. In order for consumers to become aware of Virgin Blue and its attribute, the messages need to be clear and consistent throughout its airline company but also throughout Virgin group as a whole. Secondly, brand associations are brands customers will associate with a retain product. Your products attributes, such as organization image and brand personality, logotype and the like is what becomes really meaningful and important because it represent the organization. Therefore, most of these associations of brand can only persist and be viable if the company create and maintain a variety of programs that will aim to remind consumer of their existence. Brand has many associations and all of them have different power. For example Virgin Blues service associations group are stewardess, blanket, video services and money associations group are membership and mileage. The advantages in increasing brand associations are; it is a good motivation factor to buy products, helpful when the company want to extend its brand and it also generates positive attitude and feeling towards product. If we refer back to Virgin Mobile I-J or even Virgin Australia Business class, both have had an easier entry into their respective market due to brand association with already existing Virgin products and services. Virgin groups always deliver, through their advertisement, messages relating to convenience and good services. Their slogans, which we have talked about before, supports their racketing strategy; If, only you got virgin blue service everywhere, Where great ideas fly. So what the company is trying to do is to associate convenience with Virgin Blue. The third component to brand equity is perceived quality and relates to consumers awareness and perception of the quality level of a brand. Perceived quality affect the image of the brand and has an impact on profitability. Psychological concepts are closely related to how the quality is perceived. Psychological attribute of the products or services are associated with emotional or affective benefits such as convenience, pleasure or fun, superiority, etc. The total value of perceived quality and psychological attribute qualities give the tone to the positioning marketing mix and can be used as a mean of connection. The advantage of increased perceived quality act as a basis of positioning and differentiation from competitors, help create a price premium and is also helpful to brand extension. Since perceived quality is important, Virgin advertise their product as the best in the market for consumers out also leavers to tense standards. A proto AT tens Is ten Vulgar America Lorene which, according to the 2013 Airline Quality Rating report, an annual study of airline reference, is the highest-quality major airline in the United States(Late,2013). Fourth, brand loyalty is a positive mindset toward a brand that leads to repeated purchase of the brand. It is an essential element of brand equity because a large number of loyal customers form a customer base, strengthen the image and generate profit. It also save large marketing cost and it increases the incentive of new consumers to try the product due to WHOM. Company can know how strong their brand loyalty is by looking at refund rate, involvement, how customer are satisfied with the products, etc. The are two main approaches to brand loyalty; behavioral and cognitive approach. The behavioral approach states that constant purchasing of one brand over time is an indicator of brand loyalty. The second approach in the marketing literature is cognitive approach to brand loyalty in which the advocates argue that behavior solely does not reflect brand loyalty. According to You(2000), brand loyalty has the power to impact on customer decision to purchase the same product or brand and decline to shift to competitors brands. As a result, You (2000) concludes that brand loyalty is the core of brands value. For the long term success of a company, brand loyalty is considerably important. Virgin is famous at doing special event or using innovative marketing techniques to strengthen brand loyalty. As well as having two approaches to bran loyalty, there also are three levels of engagement; recognition, preference and insistence. The recognition level is a sort of attentiveness to the brand, consumers know it is a viable alternative to purchase. On the second level, the brand loyalty is a little stronger and customers first choice would be that brand but if unavailable will settle for alternative brands. On the third and last level, customers will insist on buying the brand and wont accept any substitute. They are usually very engaged with the brand at this level and have deep emotional or cognitive attach to the brand. In virgins case brand loyalty is extremely important because of its large array of product and services. A customer that is loyal to the brand might be more inclined to buy from Virgin every time the occasion present itself; holidays, phone plans, financial services, etc. To gain brand loyalty, Virgin uses many incentives with its customers such as; fidelity card, flying club loyalty program, credit cards but also organizes special events and get involved in causes that reflect the brand image. These marketing efforts provide more value for the customers and increase satisfaction and confidence in the brand. Conclusion The Virgin brand is definitely one of the strongest brand of our era. The vision of one man, Sir Richard Brannon, has changed the way we market to consumers. Some of his techniques are so innovative and out of the norm that it is very hard to find any theories that could exactly describe how the company is so successful. The Virgin group is a great example of a strong brand personality and identity. The great use of 4 out of 5 brand dimensions has given the company many personality traits that can attract a large array of consumers. Their brand repositioning Tanat we nave analyzed, more so In ten Australian market, NAS Eden a great success due to a clear idea and a great execution that has enhanced the brand image and has created an additional target market with high purchasing power. Their advertisement appeals has transformed over time and is now both cognitive and behavioral, which also expand their reach of consumers because not everyone respond to these 2 different approach separately. Their approach to brand awareness, brand associations, perceived quality and brand loyalty also give them very strong brand equity and is a big key to their success.