Steel In Modern Architecture History Essay

Steel In Modern Architecture History Essay Along came the industrial revolution which was between the periods of the 18th and the 19th century after ages and ages of ignorance and poverty. The industrial revolution had a dramatic growth in every field of life. These revolutionary changes took place in whole Europe especially Great Britain and the power of steam (which was discovered by James Watt in 1783) was the number one reason behind it next to the manpower; the workers have worked hard between mines and factories. It started with the mechanization of the textile industries instead of the animal and agricultural work only. The industrial revolution which began around the 1800 was followed by a second industrial revolution in 1850.a lot of discoveries were witnessed by this era including electricity and the development of all the machine tools. The following era was the machine age which had a noticeable change in the history of technology, agriculture and architecture due to the discovery of more power resources as coal a nd trade expansion was enabled by the introduction of canals, roads and railways and mostly the discovery of the iron ore. The discovery of iron moreover the ability of shaping it considered a big achievement. Types of iron will be discussed later. Followed by discovery of steel which is another form of iron alloy containing less carbon and other metals are added to give it extra properties like manganese, silicon and chromium. Iron and Steel are found in the earth crust in the form of alloys as they are not deep hidden in the earth and such materials are reactive with the air oxygen. After extracting steel and being cleaned from the impurities .although, impurities sometimes could be useful for enhancing the strength of iron or steel. The final steel products always contain small percentages of metallic impurities like silicon, manganese, sulphur and phosphorus besides iron and carbon. The whole idea of introducing steel goes back to Hennery Bessemer in1858 depending on coal and th e furnace. Many techniques were devised for steel treatment and many types were derived too (examples will be discussed). After introducing these kinds of materials to the 18th century nothing was left for the thinkers and the ambiguous inventors but to seize the opportunities think, document and produce, and that was the 18th century all about. Expansion took place in all branches of life the industrial, the agricultural, economic, population and most importantly in the construction and architectural strategies. A lot of achievements were done like building factories, bridges, rail ways, habitats instead of poor work shops and small cottages. The research is discussing the steel role in the development of building construction and architecture especially the means of transportaion of this era, the various options and privileges given by steel at the age. From iron which is the second available metal in the earth right after aluminun till steel it was quite a time and journey discoveries as it was previously discussed. The discoveries of iron consecutively: Pig iron: basic row iron obtained from molten iron ore in the furnace and appears in the form of blocks called pigs. It is hard but not on daily basis use. Cast iron: cast iron is liquid molten iron which is shaped by pouring in mould to have iron units and structural shapes. Cast iron is hard, brittle, reactive with air and hard to shape. Wrought iron: is the mix of liquid iron and slag. The out come is a much less tough, easy to shape and relatively easy shaping alloy. Besides, the discovery of steel and its types: Mild steel: low carbon steel ductile, malleable, elastic. Carbon steels: which depends mainly on high carbon levels which varies from 1.55% to 0.55% which is very strong more elastic than mild steel Alloy steels: basically steel mixed with iron and reinforcing metals, tool steel: harder than the alloy steel used for making the machines and daily used tools. stainless steel discovered in 1911 by the British scientist Harry Brearley which is the best of its kind due to the high corrosion resistivity due to the presence of the high proportionality of chromium rather than steel contain carbon ferrous 88% and cementite 12%. Stainless steel used on a very large scale in many western buildings and sky scrapers. It is believed that, steel has contributed so much to the building industry over all. The development of the buildings and the variety of their purposes kept in crystallizing. The start was green houses made out of glass and steel. Building rail ways and bridges to transport iron to the factories to extract and produce iron then building the workers habitats to be near their work and that is how wheel of construction kept on going forward. which derived the idea of multi story building using the skeleton steel frames. If anybody thought about the wonders of the 19th century e.g. the statue of liberty, the Eiffel tour, the capitol the first thing that comes to the mind is the construction material which is the steel. For a lot of people the most important steel achievement was the railways and bridges they played such an important role to get the whole country but the whole of Europe. The first railway station shed to herald the forthcoming art of engineering during the pioneering phase of the rail ways was Charles foxs Euston station in London 1835-1838 sets an exact example of the new type of buildings in cities which means that the industrial engineering had begun and stopped encouraging quoting monumental buildings. Euston station was the point of departure of Birmingham a line that was built by Robert Stephenson while the spatial structure concept was the work of Charles fox and it was his first work. The station was the first sign of the upcoming modern engineering. The entire front of the station was designed by Philip Hardwick (Victorian architect).the railway created a new impression because of the different structure and a new field of design emerged featuring over wider spans. One new concept of the work of Richard turner which was the design for the lime street station in Liverpool 1847-1849, an interpretation of the trussed frame work divided into thr ee angles by compression members and tie rods that Camille polonceau had first developed for his thesis at Ecole des arts et manufactories in Paris in 1837. Railway architecture considered the primary school of modern architecture. Two schools of culture struggled to lend station their appearance as it could not be know whether to apply the style oriented by the Ecole de Beaux-Arts or the technical methods of the championed engineering prestigious schools of the Victorian, Napoleonic, Haussmann and Wilhelminaian era there light, airy sheds that reflect the industrial side of the constructions. Clearly there were no standards no visions or references so they had to strife for the fascination of new places and technology in the era with the iron and glass that influenced a new perception of space and time. The two schools could not get along. Euston station pictures: From the most important means transportation are bridges and there joints. Bridges connected the whole country to gather which made it easier for practicing all the activities without being delayed from agriculture or business. The joint was the key to the second revolution in the bridge building the break through to lightness. The transfer from stone arch techniques to cast and wrought iron was quite important. The pliable structure was introduced by German engineer Johann Wilhelm in1865 and the engineer Armand Moisant used for 115-meter-span machine hall at 1889 world exhibition in Paris. Which represented a transition from engineering to architecture, also the amazing frame work le tour d Eiffel created a new image of space. Three building types are to be examined in detail: bearing wall, cage frame, and skeleton frame. Skeleton frames, which use a system of columns and beams to support a buildings interior floors and exterior walls, turned previous logic on its head: masonry walls were reduced in importance from the element that carried all structural loads and defined buildings appearance and construction quality to decorative weather screens with no structural purpose. Because all three building types include steel beams carrying fire-resistant floors, all represent latenineteenth century building technology. The introduction of new building materials and systems. based on the mechanization of mines, foundries, and mills began in the United States in the 1830s. One of the great technological changes of the nineteenth century was the introduction of skeleton framing as the common method of supporting large buildings. To sum up, before the dawn of the Industrial Revolution Britain was a quite different place with respect Britain that exists today. So before the Industrial Revolution it was very hard to keep in touch with people in other parts of the country Industrialisation brought with it new types of roads, trains and many other forms of communications which simply did not exist prior to industrialisation. Industry created a need for new types of buildings, and at the same time new building materials and techniques were being made available by industry huge spaces, unobstructed by bulky vertical supports and hard steel. If it werent for steel the industrial revolution would not have launched with such success. Thanks to steel the people of England became more active in there society and helped raising there nation. Every country should take example of what the English hard labour achieved, the adaptation of its factory system. Last but not least, apparently the style of this architecture is modern and for the architects this considered the modernization phase. it is believed that choosing the term revolution is inaccurate as these changes did not happened in a day and night but it was the labour of hard working and experimenting for many years. Although, after seeing such astonishing inventions could give this era the term revolution. Finally, the machine age had its modern impact on the architecture; in the third millennium architecture will be developed more and more. Who can imagine life without these important changes and do not try to react with it. Frankly, the development of any society measured only as how is strong its manpower

Christian Humanism :: essays research papers

Christian Humanism Christian humanism was the humanists’ efforts to unite classical learning with the Christian faith. The Christian humanists rejected what they regarded as medieval Christianity’s excessive emphasis on other worldliness. They desired to bring their knowledge of the classical languages to bear in their effort to attain a deeper knowledge and understanding of the Christian faith. Christian humanism was properly nothing but a reclaiming of the basic inheritance of history and the natural connection of culture with the religious vistas of the human being.   Ã‚  Ã‚  Ã‚  Ã‚   Desiderius Erasmus was probably one of the biggest and most outstanding of the Christian humanists. He was known as the â€Å"Prince of the Humanists†. He mostly devoted his life to classical studies. His Adages, a collection of Latin proverbs, established his scholarly reputation. Most of his other early works attacked corrupt church practices and the scholasticism developed by churchmen. In the Praise of Folly, his most famous work, made fun of many attitudes of his time which were ignorance , superstition , and greed.   Ã‚  Ã‚  Ã‚  Ã‚   Another big time humanist was Thomas More. An English statesman and writer, known for his religious stance against King Henry VIII costed him his life. He was England’s greatest humanist. More’s most famous work Utopia described an ideal world where society was based on reason and ignorance. The citizens practiced a Christianity that was free of ignorance and superstition. There was no private property and no desire for profit and there was no war except in self-defense. More contrasted this society with the evils existing in his own society.   Ã‚  Ã‚  Ã‚  Ã‚  These Christian humanists had similar characteristics and helped Martin Luther in his reformation process. They both wanted huge reform in the Roman Catholic Church. In Erasmus’s Colloquia his continuing assaults on the evils and errors of the church authorities and on superstition made him vulnerable to the accusation that he was a Lutheran. They both used and emphasized on scripture. Even though Erasmus denied being a Lutheran and at times even verbally attacked Luther, he is often regarded as a precursor of the Reformation. The humanists work in translating and analyzing original sources often uncovered discrepancies among these sources, which led to questions about the Catholic Church's practices and encouraged efforts for reform. Erasmus got this ball rolling and Luther just blew it up. There was just one difference between Erasmus and Luther. Christian humanists believed strongly in the unity of the church and the preservation of a Christian Humanism :: essays research papers Christian Humanism Christian humanism was the humanists’ efforts to unite classical learning with the Christian faith. The Christian humanists rejected what they regarded as medieval Christianity’s excessive emphasis on other worldliness. They desired to bring their knowledge of the classical languages to bear in their effort to attain a deeper knowledge and understanding of the Christian faith. Christian humanism was properly nothing but a reclaiming of the basic inheritance of history and the natural connection of culture with the religious vistas of the human being.   Ã‚  Ã‚  Ã‚  Ã‚   Desiderius Erasmus was probably one of the biggest and most outstanding of the Christian humanists. He was known as the â€Å"Prince of the Humanists†. He mostly devoted his life to classical studies. His Adages, a collection of Latin proverbs, established his scholarly reputation. Most of his other early works attacked corrupt church practices and the scholasticism developed by churchmen. In the Praise of Folly, his most famous work, made fun of many attitudes of his time which were ignorance , superstition , and greed.   Ã‚  Ã‚  Ã‚  Ã‚   Another big time humanist was Thomas More. An English statesman and writer, known for his religious stance against King Henry VIII costed him his life. He was England’s greatest humanist. More’s most famous work Utopia described an ideal world where society was based on reason and ignorance. The citizens practiced a Christianity that was free of ignorance and superstition. There was no private property and no desire for profit and there was no war except in self-defense. More contrasted this society with the evils existing in his own society.   Ã‚  Ã‚  Ã‚  Ã‚  These Christian humanists had similar characteristics and helped Martin Luther in his reformation process. They both wanted huge reform in the Roman Catholic Church. In Erasmus’s Colloquia his continuing assaults on the evils and errors of the church authorities and on superstition made him vulnerable to the accusation that he was a Lutheran. They both used and emphasized on scripture. Even though Erasmus denied being a Lutheran and at times even verbally attacked Luther, he is often regarded as a precursor of the Reformation. The humanists work in translating and analyzing original sources often uncovered discrepancies among these sources, which led to questions about the Catholic Church's practices and encouraged efforts for reform. Erasmus got this ball rolling and Luther just blew it up. There was just one difference between Erasmus and Luther. Christian humanists believed strongly in the unity of the church and the preservation of a

Economic Concern in Pride and Prejudice Essay

Jane Austen’s Pride and Prejudice had a long and varied life before it finally saw publication on January 28, 1813. Austen began the book, originally titled First Impressions, in 1796. Economic concerns are all over the place in this novel. One of the things that Austen does so well is to poke fun of the whole social class mentality of England during that time. In the novel, the social and economic classes are drawn very clearly. For example, the Bennets are middle class and they are made to know it by their economic and social superiors – the Bingleys and Darcys. There is a sense of entitlement among the wealth and a sense of subservience among the others. One of the clearest examples of this dynamic based on social class is Mr. Collins who acts like a â€Å"slave† to his cultural superiors, like Lady Catherine de Brourgh. Finally, what makes the story so great is that this tension is teased out until love wins. The marriage between Elizabeth and Darcy is the resolution, but for this to happen Darcy has to overcome his pride and Elizabeth her prejudice. Both are rooted in class consciousness. In Pride and Prejudice, there are many characters who do not have financial concerns, such as Mr. Darcy, Lady Catherine de Bourgh and Mr. Bingley. Therefore I will restrict myself to talking about the Bennet family, and in particular, Mrs. Bennet, in this response. Key to focus on is the way that, at least in part, it is economic reasons that are behind Mrs. Bennet’s frantic attempts to marry off as many of her daughters as possible. Note what we are told in the first paragraph of Chapter Seven about the brute realities of the existence of the Bennet girls: Mr.  Bennet’s property consisted almost entirely in an estate of two thousand a year, which , unfortunately for his daughters, was entailed in default of heirs male, on a distant relation; and their mother’s fortune, though ample for her situation in life, could but ill supply the deficiency of his. Her father had been an attorney in Meryton, and had left her four thousand pounds. The exact details that we are given clearly indicate how important money is. The way in which the property of Longbourne is entailed away from the female line adds new understanding to Mrs. Bennet’s determination that Lizzie should mary Mr. Collins, no matter what her personal feelings are, as it would effectively provide for Mrs. Bennet and the rest of the sisters after the event of Mr. Bennet. Later comments made by Mrs. Bennet about the Mr. Collins and Charlotte â€Å"turning them out onto the street† when Mr. Bennet dies, although are clearly exaggerated, nonetheless accurately reflect the uncertain future of this family unless they can marry off some of their daughters well to provide for the rest. Economic forces are therefore shown to bear massively on the fortunes of this family.

Cultural Experience Essay Restaurant essays

Cultural Experience Essay Restaurant essays Visualize entering a massive two-story restaurant with decorative designs seen from every corner of the room. Distinct sounds of the maracas and other instruments can be heard throughout each section of the buildings triangular architectural design. A friendly waitress then greets the whole family with a warm and friendly smile. While seating arrangements are being made, the whole family stares in awe due to the very stunning displays surrounding the caf. While patiently waiting for the meal to arrive, dazzling hand-painted murals, wall tile mosaics, and conga barstools, portraying the daily life of a local Cuban, soon capture the whole familys attention. They noticed that the entire interior walls of the caf are splashed with very stylish, but yet extravagant colors. Shades of light blue, bright yellow, and neon green surround every corner of the room, bringing forth a sense of beauty, and at the same time excitement throughout the Cuban caf. And just when the family starts to conve rse with one another, about the intricate designs inside the restaurant, the friendly waitress soon arrives with the delicious meal in hand. This past weekend, my whole family took a long, deserved vacation to Walt Disney World in Orlando, Florida. We eagerly agreed to try out, Bongos Cuban Caf, a Cuban restaurant located at the heart of Downtown Disney. The atmosphere of Bongos Cuban Caf was bright, colorful, and very entertaining. The restaurant did a wonderful job depicting Cuban life and culture. The loud but yet enjoyable Latino music heard throughout the building compliments the cafs vibrant interior. The exterior was a delightful site indeed that was dominated by the massive two-story pineapple-shaped adobe structure that fills the skyline of Downtown Disney with glamour. For our entrees we chose Pescado ($12, listed under "Specialties") and Artesano Chicken ($12.30, ...

Homeless, Struggling Veterans. Professor Ramos Blog

Homeless, Struggling Veterans. Seth Ochs English 101 14 April 2019 In the great United States of America, Veterans serve our country risking their lives to protect not only us, but the freedoms that are cherished by many every single day. For decades, we the people have remained bystanders, watching our Veterans return home from deployment and/or wars and struggle to find jobs, shelter to live in, and even food. According to VA.gov, †On a single night in January 2018, just over 37,800 Veterans were experiencing homelessness. On the same night, just over 23,300 of the Veterans counted were unsheltered or living on the street.†(VA.gov). As Americans, it is our duty to find a solution to this issue and assure that no member of the military falls through the cracks and is forgotten. A little background on our homeless, struggling veterans to keep in mind is that according to The U.S. Department of Veterans Affairs (VA) ,†The nation’s homeless veterans are predominantly male, with roughly 9% being female.†(Nchv.org). This is primarily because the first women were not allowed to serve in the military until 1948 working as nurses, technicians, officers and more.(Nchv.org). Up until around 1976, women were admitted into the first service academy for combat preparation.(Nchv.org). With this being said, there may have been less women actually in the service at the time, but that does not affect the statistics in regards to homeless female veterans. â€Å"Immunity to homelessness does not exist for any subset of the veteran population. Homelessness does not discriminate against gender or race, though it is worth noting that women veterans are an exceptionally vulnerable portion of this population. Women veterans are at an increased risk of homelessness (2.4 percent), when compared to their male veteran counterparts (1.4 percent). This is in part due to their increased risk of post-traumatic stress disorder (PTSD), loss of employment, dissolution of marriages, and feelings of having a lack of gender-specific support. These increased risks may all be amplified if the veteran does not self-identify as a veteran –– meaning they may be less likely to be offered or seek veterans benefits. It is also important to note that 21 percent of homeless women veterans have dependent children, which often times may add to the anxiety and importance of finding permanent housing. In the VFW’s survey of women veterans, 46 percent of women veterans who were homeless or at risk of becoming homeless were currently living in another person’s home, of that 46 percent, 71 percent have children.†(VFW.org). Due to such hardships, it is crucial that we discover a solutio n in which will benefit not only all of our veterans, but our female soldiers and single moms from the service. Through research, I have found multiple efforts and ideas to prevent and solve the issue of homeless veterans within the United States. The United States Interagency Council on Homelessness has provided a list of ten strategies. If we can,â€Å"Get State and Local Leaders to Publicly Commit to and Coordinate Efforts on Ending Veteran Homelessness.†(USICH) we will be able to have more people involved in putting and end to homeless veterans because there would be better advertising of the issue, as well as having political figures support the movement with funding and resources. By trying to,† Implement a Housing First System Orientation and Response.†(USICH) we will be able to help provide semi-permanent shelter to those that reach out to the program resulting in more women and children becoming successful and having a better opportunity to exit poverty and create a better way of life. For this system to run smoother and be more successful, we need to,† Implement a Coordinated Entry System.†(USICH) allowing for ease of application and plenty of resources. Another great way to help advance the idea and stay on track is to,† Set and Meet Ambitious Short and Long-Term Goals by Deploying All Resources Effectively.†(USICH). For those that are unable to apply for the housing first system, we need to,† Improve Transitional Housing Performance and Consider Adopting Different Models and/or Converting or Reallocating Resources Into Supportive Housing.†(USICH). By doing this, it will help get more veterans living in areas of poverty or high expense in to greater living conditions and a place that may be more affordable long term. To help begin the process of creating facilities with semi or permanent housing, we need to,† Engage and Support Private Landlords as Partners,† as well as,† Identify and Be Accountable to all Veterans Experiencing Homelessness.†(USICH). For those that are unable to apply for housing and do not know where to go, we can,†Conduct Coordinated Outreach and Engagement Efforts,† which can help lead to an,† Increased Connections to Employment.†(USICH). And for those who are homeless to legal mistakes, poor credit, debts, etc. we ca n,â€Å" Coordinate With Legal Services Organizations To Solve Legal Needs.†(Usich.gov). With some of these ideas being more difficult to accomplish that others, joining together can help us get our veterans off of the streets. One problem that may occur during our mission to better the lives of struggling for Veterans, is the want to do better for themselves. For some, the problem may be not wanting to feel vulnerable, dealing with mental illness and refusing assistance , or possibly alcohol and drug addiction. Regardless of what services may be offered the homeless seem to refuse shelter and prefer to remain in the streets overnight. From first hand experience, when people are homeless they cling to the objects and belongings that they have and do what they can to keep their belongings. By staying the night in a shelter, they are typically unable to bring what they have inside the facility with them and others will steal their things overnight. From research that I have done, we as the people of the states can fix the problem of homeless veterans in America and can better the lives of the women and the upcoming generations of children suffering. â€Å"Demographics of the U.S. Military.† Council on Foreign Relations, Council on Foreign Relations, www.cfr.org/article/demographics-us-military.https://www.history.org/history/teaching/enewsletter/volume7/images/nov/women_military_timeline.pdfNational Coalition for Homeless Veterans, nchv.org/index.php/news/media/background_and_statistics/.VHA Office of Mental Health. â€Å"Homeless Veterans.† Go to VA.gov, 8 Mar. 2012, va.gov/HOMELESS/pit_count.asp.https://www.usich.gov/resources/uploads/asset_library/Ten-Strategies-to-End-Veteran-Homelessness-v3.pdfhttps://www.va.gov/HOMELESS/pit_count.asp â€Å"Addressing Veteran Homelessness: Current Position; Future Course.† The Official Seal of the Veterans of Foreign Wars of the U.S., www.vfw.org/advocacy/national-legislative-service/congressional-testimony/2018/1/addressing-veteran-homelessness-current-position-future-course.

Research proposal - Impact of diabetes among the lebanese community in Essay

Research proposal - Impact of diabetes among the lebanese community in sydney - Essay Example The increasing cases of diabetes amongst Lebanese people are also a cause of worry. Sydney is host to a large number of Lebanese people, migrated to the country, hence the city, in search of better job opportunities living standards. There are many studies indicating increased prevalence of diabetes mellitus in these families. These have been ascribed to hereditary factors, food habits, prevalence of metabolic syndrome, and increased consanguinity over many generations (Abou-Daoud, 1969). Acculturation is a social phenomenon where family values tend to play important roles, and social and cultural factors related to the immigrant race determine the patterns of acceptance or resistance of newer cultural norms (Bhugra, 2004). This means community, family and social life will have an important impact of the disease on the family and quality of life of the individual (Dept Human Services (Vic), 2004). Diabetes in any population is associated with increased mortality, morbidity, economic, cultural, and social impacts on the person, family, relations, and the community (Zalloua, 2003). Therefore exploration into these factors can discover the qualitative indicators that are impacted with diabetes in this population which may be engineered to change these perspectives of diabetes amongst Lebanese population. With the availability of such details in the public domain, a literature review can be planned out. In order to have a comprehensive literature review, we have a variety of options like, medical and health journals, findings of similar researches undertaken in the recent past, studies undertaken by reputed institutions and organizations like the WHO, Australian Health Ministry etc. In the preliminary study that has been undertaken for this research, it has been observed that while lot of data is available on the lifestyle and its impact on diabetic cases on the

Critical outcomes of assignments 1 and 2 and profile for assignment 3 Essay

Critical outcomes of assignments 1 and 2 and profile for assignment 3 - Essay Example When we look at the three advertisements in question, namely BMW, Nike and Adidas, there are strengths and weaknesses that are projected, related to how these brands are advertised. For instance, in the BMW adverts, the positive side displays confidence, vitality, style; a product that is coveted by others who don’t have it. While on the downside, it directly attacks a rival brand (Audi) by implying that it is inferior and thus may displease the consumer segment who own or prefer Audis at present. What remains to be seen as the most important point though, is that throughout the advertisement an effort is made to establish an emotional connection between the end consumer or the target market and the brand. This is done by projecting the brand image in such a way that people who own BMWs feel proud of their purchase and people who don’t, but aspire to purchase a BMW covet the brand for the luxury it is posed as and the glamour it will bring to their lives when they do ev entually purchase it. Kotler (2000) says that a brand can be defined as â€Å"the name, associated with one or more items in the product line, that is used to identify the source of character of the item†, elaborating this point, Keller (2003) says that then, essentially, â€Å"whenever a marketer creates a new name, logo, or symbol for a new product, he or she has created a brand†. This holds true when practically examined as well. Every now and then, companies are coming up with new brands, each with its own identity and image, each portraying a different color and image and each creating a separate emotional bond with its target market. Branding thus becomes a critical component of a particular product’s strategy (Kotler, 2000). The importance leant to the brand is due to the fact that this is the part of the product that will be actually communicated to the target market, in essence the marketers will use the brand to create and allure for the customers and pique their interest to reel them in. however, in the highly competitive market that firms operate in, in this day and age, only creating a brand is not sufficient. To be successful, a brand must â€Å"create a strong and distinctive image† (Kohli and Thakor 1997) which means that it is essential for a brand to define its unique selling point or its factor of differentiability. Kapferer (1997), says that a brand has eight functions to complete; identification, that is to be able to be easily identified by its target market, practicality, that is to be economical to guarantee a repurchase, guarantee, that is to be quality consistent, optimization, that is to be the category/market leader, characterization, that is to build a strong brand image and identity, continuity, that is to provide continued satisfaction, be hedonistic, that is create an attraction and allure and be ethical, that is socially responsible in actions and implications. Ghodeswar (2008) says that building a b rand from the ground up takes time, the most important thing to focus on is differentiability of the brand so that the customers can forge a bond