Abnormal Psychology. Classification and Assessment of...

3 CHAPTER Classification and Assessment of Abnormal Behavior CHAPTER OUTLINE HOW ARE ABNORMAL BEHAVIOR PATTERNS METHODS OF ASSESSMENT 80–99 CLASSIFIED? 70–77 The Clinical Interview The DSM and Models of Abnormal Behavior Computerized Interviews Psychological Tests STANDARDS OF ASSESSMENT 77–80 Neuropsychological Assessment Reliability Behavioral Assessment Validity Cognitive Assessment Physiological Measurement SOCIOCULTURAL AND ETHNIC FACTORS IN ASSESSMENT 99–100 SUMMING UP 100–101 T R U T H or F I C T I O N â€Å"Jerry Has a Panic Attack on the Interstate† Interviewer: Can you tell me a bit about what it was that brought you to the clinic? Jerry: Well, . . . after the first of the year, I started getting these panic attacks. I†¦show more content†¦Although his theory proved to be flawed, Hippocrates’ classification of some types of mental health problems generally correspond to diagnostic categories we use today. His description of melancholia, for example, is similar to our current conception of depression. 69 70 Chapter 3 During the Middle Ages some â€Å"authorities† classified abnormal behaviors into two groups, those that resulted from demonic possession and those due to natural causes. The 19th-century German psychiatrist Emil Kraepelin was the first modern theorist to develop a comprehensive model of classification based on the distinctive features, or symptoms, associated with abnormal behavior patterns (see Chapter 1). The most commonly used classification system today is largely an outgrowth and extension of Kraepelin’s work: the Diagnostic and Statistical Manual of Mental Disorders (DSM), published by the American Psychiatric Association. Why is it important to classify abnormal behavior? For one thing, classification is the core of science. Without labeling and organizing patterns of abnormal behavior, researchers could not communicate their findings to one another, and progress toward understanding these disorders would come to a halt. Moreover, important decisions a re made on the basis of classification. Certain psychological disorders respond better to one therapy than another or to one drug than another.Show MoreRelatedAbnormal Psychology (Uop) Test #22076 Words   |  9 PagesAbnormal Psychology Test #2 Study Guide with Answers TRUE/FALSE 1. Most people with mental disorders behave in a highly irrational or dangerous manner. ANS: F 2. People who are strange, weird, or bizarre have a mental disorder. ANS: F 3. People with mental disorders are strange, unusual, and noticeably different than other people. ANS: F 4. 5. There can be no universal definition of abnormality. ANS: T 6. 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A Day That Changed My Life - 969 Words

May 25, 2013, a day that would forever change my life. The day that I knew that with a simple piece of paper my life would be filled with endless possibilities. On this day I graduated high school. To some this is not what they would call a milestone in life and that it could be achieved by anyone but to an eighteen-year-old, African American, female, living in a small rural town that is heavy laden with poverty, this is the most memorable moment of my entire life and somehow I imagine that this is how a Muslim must feel on his or her first journey to Mecca. I live in a place where the average African American is either a manager at the local fast-food restaurant, apart of the school janitorial staff or just unemployed. There is no such thing as what W.E.B. DuBois would describe as the â€Å"talented tenth† in my city. For me to have the aspirations to graduate from high school and to then go on and achieve higher education was a great deal to not only myself but also to my family. Although I lived in a two parent household, my experience was not peaches and cream. My parents combined income was barely $40,000 a year growing up. I knew what it felt like to have my parents to struggle just to provide the basic necessities and not being able to afford a better opportunity in life for my sister and I because both only had a high school diploma and the lack of job opportunities. As a child, my parents sat a high standard for myself and my sister because of fear of either one of usShow MoreRelatedThe Day That Changed My Life1258 Word s   |  6 PagesThe Day That Changed My Life Only 38% of girls who have a child before the age of eighteen get a high school diploma. Thankfully with my motivation and support I was on the positive side of this statistic. Even though I have come a long way within the past year, it has been a year full of challenges and emotions. Within two days I found out that I was expecting a baby, I went into shock because of the life adjustment that I would have to make, and I also built the strength up to tell my mom aboutRead MoreThe Day That Changed My Life Essay841 Words   |  4 Pages The Day my Life Change Forever Buzz, Buzz, Buzz my phone went across the bathroom counter! I heard it vibrate and ring constantly as I took my shower before church. By the time I got out the shower, I had three missed calls from my dad and four from my mother. At the time I thought my mother was just giving me a heads up my dad needed me or was wondering where I was at. I had sent the weekend with my boyfriend and hadn’t spoken to my father. But as I looked at my phone and realized neither one ofRead MoreThe Day That Changed My Life955 Words   |  4 Pageswords that I despised hearing, especially as a kid, and not having spoken a word in English with the exception of basic introductions. The day that changed my life was when I was eight-years old, my parents said in the most optimistic tone that.â€Å"We are moving to the United States!† These words were my greatest undoing and the thought of leaving never crossed my mind ever. I remember being speechless and wanting to cry, but could not bring mys elf to. I wanted to stay in Tokyo, Japan in the dark-woodenRead MoreA Day That Changed My Life1291 Words   |  6 PagesLiving a life where there is something that will always haunt me. Leaving me horrified every time I look down a road or if I see people on bikes. A day that is so real to me, leaving me terrified. A day that took my soul away leaving me with no light to spare looking for a way to get out. A day that made my life different from what it is today, which happened nine years ago. It happened on an evening in June, just as the sun was setting. 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Today was February 4th, 2005; it was the day! This was the day that I got to finally play dress up with my mother and baby sister. I expected this day to be the best day of my life! However, it was also the day that changedRead MoreThe Day That Changed My Life2076 Words   |  9 PagesThe Day My Life Changed Forever I will never forget the day when my life was changed forever. I was twenty-two years old and about to give birth to my first child. I was having a girl, who I was going to name Mia Alexandria. Up until this point in my life I was able to go and come as I pleased, but that was about to all change. I knew that having a child would change my life but did not know how much. It was in December of 1996, and was a cold, dreary winter day. 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Reflective Summary Small Medium Enterprise

Question: Write about theReflective Summaryfor Small Medium Enterprise. Answer: Introduction In this project on the applicability of corporate governance in the small medium enterprise, I have gained very useful skills. There are several learning styles which an individual has which helps one to understand their weaknesses and strengths. The importance of learning has been clearly stressed whereby it has very crucial roles in terms of understanding one's behavior and tracking performance (Pritchard, 2013). This is important especially for me as a student and more so in my career in business. This research has stressed the need for continued learning of new things as we get old for our own benefits. Since the differences in learning areas are different for every person, I am motivated to explore deeper into the field of business and get to know much more than we have been taught in class. The different learning techniques have enabled me so far to develop my personal and moral values. These values help me to make a decision between right and wrong things so that I can be able to handle different functions that I am tasked with daily. The VARK questionnaire played a very critical role in my research and it further increased my understanding of the varied learning styles by analyzing the visual, writing, auditory and reading materials (Basheer et al., 2013). For instance, when answering the VARK test, I got the results whereby the highest score was in visual and kinesthetic styles. This indicates that I prefer getting information from pictures, flip charts, diagrams and other tools. This means that I can grasp more meaningful data from written sources that just listening. From the kinesthetic score, it indicates that I get more information by recalling my past experiences and hands-on experience and practice. The importance of lifelong learning has been indicated to be very important because it makes one to easily relate the things they meet in life with past experiences. For instance, when new products are introduced in the market, I can be able to get an understanding based on the basic skills that I have learned . Based on the knowledge learned in this course and research project, I have been able to select my career path which is a sale executive based on the analysis of my strengths and weaknesses. To achieve the objectives of the organization, I need to continue shaping my skills such as approaching people in an impressive manner so that they can easily agree to my deals. Am also planning to acquire more transferable skills such as problem solving, so as to increase my employability skills (Ford et al., 2015). In the coming academic year, I intend to pursue other professional certificate courses that will broaden my knowledge as a future sales executive. Since the small and medium-sized enterprises are growing in number and may be my future places of employment, I have learned on how corporate governance is linked to them. This research report has enabled me to understand how the corporation's governance is managed in Singapore (Essen et al., 2013). The mix range of mandatory rules has been clearly explored in order to understand the value of corporate governance in the small medium enterprise. I am an ambitious individual and I look forward to living a comfortable life through nurturing my employability and transferable skills. References Basheer, G. S., Ahmad, M. S., Tang, A. Y. (2013, March). A conceptual multi-agent framework using ant colony optimization and fuzzy algorithms for learning style detection. InAsian Conference on Intelligent Information and Database Systems(pp. 549-558).Springer Berlin Heidelberg. Essen, M., Engelen, P. J., Carney, M. (2013). Does Good Corporate Governance Help in a Crisis? The Impact of Country?and Firm?Level Governance Mechanisms in the European Financial Crisis.Corporate Governance: An International Review,21(3), 201-224. Ford, A., Todd, P., Gleeson, D., Rossiter, I., Strous, M., Borutta, S., Yazbeck, B. (2015). Building perceived self-efficacy in new tertiary healthcare students by teaching transferable skills: the Transition 2 University (T2U) Program. In Proceedings of the Students, Transitions, Achievement, Retention and Success Conference (pp. 1-10). Pritchard, A. (2013). Ways of learning: Learning theories and learning styles in the classroom. Routledge.

Syllabus for Mass Communication and Media Studies Essay Example

Syllabus for Mass Communication and Media Studies Paper In this frame and then select File Print Frame to print this page Course Description (Formerly COM AAA. Fulfills the general education requirement In communications but is not a writing course. ) Prerequisite: WRIT 101 or WRIT 101 S. A survey of mass communication designed to enhance media literacy. The goal is to interpret, evaluate, and produce media messages. Topics include media industries and the impact of the media, as well as regulation, policy, and ethical issues. Emphasis is on critical thinking and analysis of vital aspects of pervasive elements of popular culture, such as news, advertising, childrens entertainment, and a free press. Students may receive credit for only one of the following courses: COM AAA or COM 302. Course Introduction We live In a media-saturated culture where media literacy Is Important. This course Is designed to make you a more literate consumer and potential producer of media content. Course topics will Include the following: 1 . Overview of Mass Communication (background, historical/cultural aspects) 2. Print Media (newspapers, magazines, book publishing) 3. Electronic Media (radio, sound recording, motion pictures, television, the Internet) 4. Media Professions (news, public relations, advertising) 5. Regulation of the Mass Media (laws, rules, regulations, and ethics) 6. Impact of Mass Communication (global perspective and social effects) Course Goals/ObJectives After completing this course, you should be able to: 1 . Demonstrate media literacy by accessing, Interpreting, evaluating, and producing media messages 2. Trace the development and evolution of mass media In order to analyze, interpret, and evaluate the role, impact, and regulation of media in society 3. Recognize and apply mass communication theories in order to analyze, interpret, and evaluate how media shape peoples views of reality. We will write a custom essay sample on Syllabus for Mass Communication and Media Studies specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Syllabus for Mass Communication and Media Studies specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Syllabus for Mass Communication and Media Studies specifically for you FOR ONLY $16.38 $13.9/page Hire Writer Course Materials Title: Dynamics of Mass Communication (SIS) Author: Dominick, Joseph Edition: 12TH Copyright: 2012 publisher: MCGRAW HILL (Singapore) ISBN: 9780071318266 Grading Information Class Participation: 20 percent Writing Assignment: 25 percent Midterm Exam: 25 percent Final Exam: 30 percent TOTAL: 100 percent Technical Requirements for Written Assignments: Written assignments will be valuated on your command of the following technical and formatting skills: Spelling and Grammar Content and understanding of course concepts Strong thesis and/or argument Originality of topic, thesis and research Extent of research and sources used (No Wisped, please! Properly attribution of sources with proper in-text MEAL formatting The grade ranges for this course are as follows: 90-100 = A 80-89 = B 70-79 = c 60-69 = D 59 F Project Descriptions Reading Assignments: Reading assignments are to be completed on time (I. E. , by the Monday of the week they are scheduled for discussion). You shou ld be prepared to participate in class discussions about the assigned reading. Participation will count toward the class participation portion of your grade. Writing Assignment: You will be required to prepare a 5-7 page (double-spaced) analysis of a topic related to mass communication. Specific topics will be yours to choose, based on the readings, class discussions and topics raised in this course. It is possible that not everyone shares the same views as you. Free and open discussions, which include the opportunity for intellectual and emotional disagreement, are fundamental in an educational environment and should be expected by all class members. Language In this course, our language should not discriminate on the basis of age, color, disability, economic status, educational background, ethnicity, marital status, national origin, personal appearance, political affiliation, race, religion, sex, or sexual orientation. Written work should conform to standard rules of English usage, grammar and spelling. One final note: please dont plagiarism. In the past, I have personally caught FOUR students trying to turn in essays and/or assignments copied from other sources. COMIC instructors have access to sophisticated tools to root out plagiarism. To put it succinctly, if you cheat I will catch you and you will fail this course. If you take research or information from another source, cite it properly and you should be fine. Plagiarism is the theft of intellectual property and results in an automatic failing grade. Academic Policies Academic Policies are not course specific and are therefore created and housed separately from this syllabus. You may access and print Academic Policies from the Syllabus sub-menu in your classroom.

4 Reasons You Should Take the SAT

4 Reasons You Should Take the SAT As graduation nears, tons of high school students are asking themselves this question: Why should I take the SAT? Many colleges and universities out there dont require the SAT, and theyd rather get into a university that doesnt force them to take even more standardized tests. Thats a great question, and there are some very good reasons for you to just take the SAT, even if you dont want to. Read below to see the benefits you can get from making the choice to sit for the exam. The Universally Accepted Test If youre going to college, you kind of have to take a college entrance exam like the SAT if youre attending a school that requires one (some do not). All major universities in the United States accept the SAT as a college entrance exam; most accept the ACT. Scholarships Scholarships, kids! Yes. Money often follows an impressive SAT score. Check into your college of choices SAT scholarship requirements. Many schools dole out huge bucks for great SAT scores. For instance, St. Louis university has awarded $15,000 merit scholarships for a 1210 on the combined Reading and Math scores. Villanova has given more than $10,000 for a 1310. Your school doesnt offer cash for your score? No worries.  Even if your college or university doesnt offer scholarships for your SAT score, many community organizations and foundations do. Trust me, youll appreciate not having to pay back school loans when youre all grown up if you can get much of your tuition covered with a test, so get out there and  practice for the SAT  until your fingers bleed. Balance a Low GPA So maybe you hated your World History teacher, flunked the class to spite her, and ruined that 4.0. That doesn’t mean you dont have the brain skills to survive college. Scoring high on the SAT can show off your smarts to the college admissions team when your GPA doesn’t. And yes, although admissions committees take a look at you as a whole person, not just at your SAT score, it  is  one of the pieces that makes up the picture of you. You want it to be good.   Your Scores Follow You Around I’m not kidding. When you apply for your first entry-level job, your SAT scores (if theyre good enough) are going to be on your resume, because truthfully, your pizza delivery gig can’t showcase your reasoning ability like a 90th percentile on the SAT can. You wont have a lot of job experience right off the bat. Take the SAT to prove to your first future employer that you have the smarts to be successful at your job, even if intelligence is NOT really one of the things the SAT predicts or measures.   Here are the Top SAT Registration Questions to get you started on your SAT journey. Good luck!

Analysis of Alpha Response Technology Solutions versus Positivo

This paper provides a quantitative assessment for the creation of Alpha Response Technology Solution (ARTS), a Taiwanese Technology firm. The quantitative assessment is meant to provide critical data that would enable the company to break into the Rwandese market and be successful. Alpha Response Technology Solution (ARTS) intend to compete against Positivo BGH, accompany which is already established in the country of Rwanda. The main product solution for ARTS is GT80S Titan SLI 18.4in Core i7 Notebook. This kind of Notebook is specifically built for use in the analysis of Western Business Market. It retails at 4999 or 3792.37(82 Rwandese francs). ARTS’s Chief Executive Officer happens to have shared the same classroom with the Chief Executive Officer of Positivo BGH during their time in University. The two officers also share an emotional rivalry regarding ownership of CPU designs. The CEO OF ARTS claims that his CPU designs were copied by his former university classmate who is currently the CEO of Positivo BGH. The claimed computer design was used by Positivo BGH Company when it made its first entrance into the Rwandese Computer market. Rwanda is a landlocked country located in the eastern part of Africa. It is bordered by four countries. There is DRC on its western side, Tanzania to the East; Uganda is located in its northern part whole Burundi is located on its south. The nation has a total population of about 11.64 million. Out of the population, 48% are males while 52% are females. The nation has made huge strides in economic development with the support that it has obtained from the World Bank and IMF. As a result, it has been able to enjoy a stable economic growth over the last 10 years. Description of the incentives to enter the Rwandan Special Economic Zone Alpha Response Technology Solution (ARTS) intends to introduce Notebook computers into the Rwandese market. The brand of the Notebook will be is GT80S Titan SLI 18.4in Core i7. The notebooks would retail at 4999 or 3792.37(82 Rwandese francs).   The notebooks would have the following specifications; Intel i7 6920HQ CPU, NVIDIA GeForce GTX980M graphics in SLI, 1x HDMI, 32GB DDR4 memory, Super Raid 4 512GB solid state drive, 1TB hard drive, 1x USB Super Port Type-C, 18.4in Full HD anti-glare display, Windows 10, 5x USB 3.0, Blu-ray writer, Gigabit LAN, Dynio 7.1io, 1x Mini DisplayPort,   Ã‚  Bluetooth 4.2. There is currently a laptop manufacturing company in Rwanda. The company is known as Positivo BGH and it originates from Argentina. The company has so far produced many laptops in the tiny country. The aim of the company when it first entered the market was to supply the government of Rwanda with digital devices (Asaba , 2016, p. 3). It was expected that production of the laptops locally would greatly reduce the shortage of digital gadgets which has been experienced in most of the learning and teaching institutions in the country. Many schools had complained of the shortage and there was a need for the improvement of the teaching of ICT programs in the learning institutions. Positivo BGH led by the CEO Mr. Juan Ignacio Ponelli started its operations in the country in July 2014 (Eleni & Parke, 2016, p. 1). As at late 2015, the company had assembled a total of 7,800 computer units. According to the Chief Executive Officer of Positivo BGH, he believes that his company has brought one of the best technology to the African country of Rwanda. The manufacturing firm for Positivo BGH is located in Special Economic Zones (Positivo BGH, 2017, p. 9). The area is geographically and physically secured. There is a single body that administers the entire area. The government has supplied some incentives in these areas that have promoted the work of the foreign investors. There is a simplified and liberal business economic regulation in the area There are a number of factors that have motivated ARTS to enter the Rwandese market. They include; The country is very stable politically. The Rwandese people learned a lot of lessons from the 1994 genocide and they don’t wish to be dragged into such a situation again. They have been very tolerant and peaceful since the genocide occurred. In the country’s general election of 2013, female candidates won 64% of the total contested seats (Balakrishnan, 2016, p. 3). That was evidence that the country’s democracy has tremendously grown. The country has a set vision which they are looking towards. It is entitled as vision 2020. There are goals that the people of Rwanda would like to achieve by the year, 2020 (Darid , 2016, p. 5). The government of Rwanda intends to transform the economy of the country from agriculture based to an economy that is knowledge-based. The country also hopes that it would be able to fall under middle-income country by then (Kanamugire & Afadhali, 2016, p. 12). The government has therefore put in place economic development strategies. There are also measures that have been put in place to ensure that poverty is eradicated in the country. Since 1994, the Rwandese government has focused on economic transformation, youth empowerment, productivity and rural development. The country managed to meet the majority of the 2015 and 2016 Millennium Development Goals that it had set (Balakrishnan, 2016, p. 3). There was a huge improvement in the standards of living among the people of Rwanda. There was a drop in the mortality rate. The government of Rwanda has also put a lot of focus on development policies. The news of the introduction of ARTS into the Rwandese market would, therefore, be received with a lot of joy (Eleni & Parke, 2016, p. 13). There is a bitter rivalry between Positivo BGH and ARTS. The CEO of the two companies was once classmates in the university. In addition, The Chief Executive Officer of ARTS Claims that Positivo BGH copied his CPU designs. As a result, he is willing to enter the same market with Positivo BGH and compete against it. The CEO of ARTS would be willing to outdo his rival company, Positivo BGH so as to prove that he was the mastermind behind the design of the CPU of the notebook that was being produced by Positivo BGH (Positivo BGH, 2017, p. 64). Power buyer refers to the possibility of customers shifting from the products of Positivo BGH to those of ARTS. How possible will ARTS convince the customers so that they can shift allegiance? There is a number method that can be used by ARTS to win Rwandese customers. The first method is through the production of better products than those of Positivo BGH. The company must also strengthen their service delivery. The second method is through convincing influential customers that their products are the best ( Miller, et al., 2011, p. 23). Influential customer are able to convince the rest of the customers In this case, ART company has to keenly assess the possibility that suppliers of items used in the manufacturing process can raise the prices of the items. If there are few suppliers, then they are likely to raise prices at will. However, if the suppliers are many then they would not be able to raise easily. Suppliers are more powerful when they are few than when they are many ( Miller, et al., 2011, p. 32). It is important for any business company to note the number of its competitors. They should also be aware of the competitor’s capacity. A company would have very little power in the market if I am faced with many competitors that are offering similar products. Buyers and suppliers would have many alternatives in case they are not satisfied by the products of the company. However, if there is no other company that is capable of matching you in the market then you would have great control. As a result, ARTS would only face one competitor in the market that is PositivoBGH. If ARTS is capable of producing products that exceed those of Positivo BGH, Then it would have full control of the Rwandese market ( Miller, et al., 2011, p. 39).   Substitution comes about when people discover a different way of carrying out a duty that you do. Your power would hence be weakened. For example, if ARTS come into the market and produces expensive notebooks which are used to perform some duties, then the people may resort to a manual way of carrying out the duties. Substitution may come about very easily. Every business company is afraid of substitution (Asaba , 2016, p. 43). Threat from new entry into the market The possibility of other players entering the market is likely to affect the power of other players which are already in the market. A company that has little protection in regard to its technology is likely to lose its position with the arrival of other players. Positivo BGH is likely to be threatened by the arrival of ARTS since it had copied its CPU design from the CEO of ARTS (Mindtools, 2016, p. 27). ARTS, therefore, has the capacity to improve on the design. ARTS produces technology design for its products Copied its technology design from the CEO of ARTS. ARTS intends to enter the Rwandese market so that it can be able to produce Notebooks Positivo BGH has already started manufacturing computers in the African country of Rwanda Likely return for producing and releasing Titan for sale to the Rwanda domestic market versus Western market There is a high return for realizing titan since there are few competitors There is low return for the release of titan because there are many competitors There would be low return for producing titan because most of the raw materials would have to be imported. The importation process would hence be expensive. Skilled labour would also need to be imported. There would be high return for producing titan since there would be readily available raw materials and skilled labour. ARTS must put in place strategies that it would use to win customer in Rwanda. At the moment all the customers buy their computers and computer products from Positivo BGH. ARTS and Positivo BGH would be the only companies in Rwanda. As a result, they would be able to dictate the market since they are few. They would have full control of the market. However, they should be aware that future entrance of any other company into the market would reduce their control power in the market. ARTS must, therefore, ensure high quality of its products in order to remain competitive in the market even when another company enters the market. Miller, F. P., Vandome, A. F. & McBrewster, J., 2011. Porter Five Forces Analysis, s.l.: VDM Publishing. Asaba , S., 2016. Tech News, Rwanda, s.l.: New Times Rwanda. Balakrishnan, K., 2016. Rwanda. Washington: World Bank. Darid , F., 2016. Rwanda Foreign Direct Investment, s.l.: Trading economics. Eleni , G. & Parke, P., 2016. Why this South American Company is making laptops in Rwanda, s.l.: CNN. Kanamugire, J. & Afadhali, J. P., 2016. Positivo now produces new computers in Rwanda, s.l.: The East African. Mindtools, 2016. Porter’s Five Force, s.l.: Mindtools. Positivo BGH, 2017. Create your own experience, s.l.: Positivo BGH.

Calvin Klein in the UK Womens fragrances market Essay

Calvin Klein in the UK Womens fragrances market - Essay Example Calvin Klein is a quite visible brand in the UK women’s fragrances market. Though the market niche Calvin Klein works in is quite competitive, the company manages to remain successful and profitable. The reasons of such success may lie behind successful branding and marketing strategies of Calvin Klein. However, that might not be the case. So, in order to determine what role branding plays in Calvin Klein’s achieving success the given paper will analyze the major principles of branding applying them to Calvin Klein. The UK market of women’s fragrances, as well the influence of own brands on Calvin Klein will be analyzed for this purpose too.A brand is what can make a business more successful. The major goal of branding is to deliver the essence of a business to customers, to make them associate something with the product that stands behind the brand. In addition, effective branding creates increased product awareness, so that potential buyers of a product know ex actly what the benefits of the product are. Such brand attributes as a logo or a slogan, among others, gets associated with the product itself. Similarly, a branding strategy may involve people’s associating certain emotions, thoughts, states, images or experiences with the brand and the product. The goals of branding include delivering the message about the product, as well as values that stand behind it, to the customers, building consumer loyalty toward the product, motivating potential consumers for buying the product, highlighting the advantages of the product, and even creating an emotional connection between people and the product. That is exactly what’s taking place in the UK market of women’s fragrances. Since it is a rather competitive market, the importance of branding cannot be underestimated. The competition is fierce, so companies must be doing their best for maintaining their visibility and success in the market. The average annual growth rate of the UK women’s fragrances market was 5% in 2007, and 62% of the market are occupied by five large companies, according to UK Market Intelligence Report (2007). So, though Calvin Klein is known worldwide, the competition in the UK is great. Women’s fragrances of such famous brands as Christian Dior, Gucci, Ralph Lauren, Emporio Armani, Chanel, and Tommy Hilfiger are being sold along with Calvin Klein perfumes. Furthermore, in addition to competing with globally known labels, Calvin Klein has to compete with own label brands. European Cosmetic Markets (2005) reports that, though famous brands are preferred by UK women and make 92% of the proposition, the share of private label perfumes is growing. In 2005, for instance, it made 8% and experienced a 8.2% growth. Though in many markets own brands are represented by cheap alternatives to well established brands, the situation in the women’s fragrance market of the UK is different. According to UK Market Intelligence Report (2007), niche luxury brands that bring clients value, individuality, and a feeling of rarity and authenticity, such as Calvin Klein, are more popular among buyers and are one of the market drivers. Therefore, own labels that compete with such brands are, these days, not simply cheap analogs, but, on the contrary, similarly positioned and well advertised labels. As such, own labels of the women’s fragrance market are nearly as strong as globally known brands. Furthermore, in addition to creating competition, own brands are a threat to Calvin Klein. As Tutor2u.net reports, sales of own brands are continuously growing in the UK. This may lead to supermarket’s giving preference to their own brands, thus reducing the number of other brands on their shelves. Though it is rather difficult for own labels to compete in the market of luxurious fragrance due to a high number of established labels, own brands might still be a problem for Calvin Klein. Amplifying, according to Kotler et al. (2009) is one of the strategies Calvin Klein uses for marketing its