Branding architecture and strategies

Branding architecture and strategies Brand distinguishes a companys product from its competitors and an identified product or service that closely satisfies customers needs and wants. Brand is an asset to a company and reflects the quality of customer service. Branding is all about the customers trust of the product or service and makes the segmentation easier for the company. The difference between a company and its competitors should be communicated by brand, because it makes a company unique. BMW, Toyota, Luis Vuitton, NEXT, Debenhams, Nike and Coca Cola are the well-known brands that command price premium and stimulate deep customers loyalty. Branding is the collection of actual and emotional characteristics associated with a particular identified product or service that differentiates it from the rest of marketplace Hand-out notes by tutor Anthony smith Branding is an important aspect of marketing to build a strong image of a company. Mercedes Benz is an automobile brand that commands a premium with their engineering, performance, quality, customer service and after sales service. Toyota shares all these attributes but still they were not positioned as premium in the customers mind. Toyota then formed Lexus as a premium brand with the partnership of both Toyota and Lexus shared engineering, design elements and customer service to successfully compete the big automobile brands like Audi, BMW and Mercedes Benz. How-to-branding.com Brand Architecture Brand architecture refers to the hierarchy of brands within a single company. It is the interrelationship of the parent company, subsidiary companies, products, and services, and should mirror the  marketing strategy. Kompanigroup.com How an organization structures various products, services or other entities within its portfolio and how they relate to one another. Brandinstitue.com In the growing economy we can see different companies merging with each other and form the strategy for each of the targeted group in which every product can bring its own brand name. Good and clear brand architecture clues a company towards brand positioning and also helps to get sustainable competitive advantage. There are three different types of brand architecture strategies. Corporate/Monolithic Branding Strategy In this strategy company takes on a unified brand for all products and target markets. This strategy brings simplicity, and cost deficiencies can be achieved as opposed to multi-branding architecture, in which a corporate brand plays a smaller role. Microsoft, Intel, Disney, CNN, SONY, Nike, Virgin and coca cola etc. are the best examples of corporate branding. Corporate banding makes the advertising easier for the company as they just advertise their name and slogan. . Coca cola is recognizable in every continent of the world through its red curved bottle and logo. SONY is a corporate brand as its name is attached to everything, from its DVDs to play station. The founder of SONY, Akio Morita, once said: I have always believed that the company name is the life of an enterprise. It carries responsibility and guarantees the quality of the product. Therefore corporate strategy leads a company to sustainable financial outcomes. Brandingstrategyinsider.com . Adhistry.wikispaces.com Google.co.uk Multi/Individual Branding Strategy Multi Brand Strategy refers to a marketing strategy under which two or more than two similar products of a firm are marketed under different brand names.   Finance.mapsofworld.com It is very difficult for a brand to position itself in a diversified environment where the customers needs and wants are different. Therefore, company can fill different market segments through diversifying its product range. VW, PG, Unilever and Diageo are the best examples of multi branding. PG is the prime example, having a multiple shampoo brand to influence different customers, like head shoulder for dandruff, Pentene for healthy hear and Sassoon for professional saloon experience. Through multi branding a company can target more than one segment in the market and fill the price gaps. Multi branding is a good strategy but sometime it fails because of the poor management. Due to failure it could harm the family brand name. VW took many years to change the negative brand image of Skoda from the customers mind. Helen Meek. et al, 2001 Google.co.uk Endorsed Branding A brand that carries the endorsement of a  source brand (the parent company). Brandbuild.eu Endorsements add integrity and assurance of the indorsed sub brand in customers mind without overpowering it with its own association. Endorsed branding is suitable for the company, using varied product portfolio, e.g. Nestle, Cadbury, Unilever etc. Nestle written on the  Kit Kat,  Cadbury written on Dairy Milk to provide credibility and assurance to the product. Some companies give independence to the endorsed brands like Unilever give freedom to the Heartbrands such as Feast, Magnum and Cornetto and they have their own marketing campaigns and target market. Some companies has firm relationship between company name and product, e.g. Ford does it with the model Mustang, people using either the brand name Mustang or the full name Ford Mustang. Google.co.uk Brand Elements Brand elements are those trademarkable devices that identify and differentiate the brands. There are certain elements of a brand, like names, logos, symbol, characters, slogans, design, features etc. some important elements are mentioned below. Kotler et al, 1996 Brand Name Name is the most significant element of the brand. This is the only part of the brand which should never be changed. It help customers to identify distinguish product from competitors. It is not necessary the brand name is associated with the company and can be different. But if the brand name is linked with the quality of the product either high or low, then all good must be of the same standard. MS is the prime example of providing quality products through St Michael Brand as one can see its tag on the cloths and food and household goods as well. Brand Image Brand image is fundamental way through which a customer recognises and believes a brand. It gives a company an identity and creates a better image in the mind of the customers. Brand image is unique that clearly reflects the image of the organisation and different from the competitors. To build a right image in the customers mind, the company must have to focus on brand identity. Brand Personality Brand personality is the goodwill of the brand. It is associated with the benefits and attributes of the brand. Brand personality is unique and long lasting; it is the emotional attachment of the consumers with the product, e.g. Sony and Panasonic, both are the giants of electronic sector, although both got same features, some peoples prefer one of the other because of their trust on the product by long time. Brand Association Associations, according to Aaker (1991) represent the bases for purchase decisions and for brand loyalty. The way consumers perceive brand is a key determinant of long-term business-consumer relationships. Hence, building strong brand perceptions is a top priority for many firms today. Morris, 1996 It is the perception of the customers towards a brand attributes and quality. Brands can be associated with the name, colours, symbols, attitudes, expressions and sound etc. Mercedes Benz is associated with the luxury drive and excellent engineering, Nike with its Slogan, Nokia with its sound, and Coca Cola with its red colour, Colgate toothpaste with cavity protection and Microsoft with Bill Gates. Renault has launched a successful campaign for its model Clio and used the famous French footballer Thierry Henry and Sesame Steet in the Va Va Voom advertisement. This campaign resulting attract more male customers than females. This is how celebritys association to the brand benefits organisation. Kotler et al, 1996 Brand association gives the basis of buying and brand loyalty to the customers. Companies always try to associate their brands with the positive things to create good image of the product in the mind of customers. Brand association developed if the product is desirable, durable and satisfies the customers needs. Positive customers perception about the product makes a brand stronger. It is formed on the basis of Product attributes, Advertisement, Relevant price, Quality, Celebrity and big entity association, Competition and Display points. Brand positioning Positioning is the place in consumers mind that you want you brand to own. For example, Hallmark caring shared, and Disney Family Fun entertainment. Positioning is not what you do to a product; positioning is what you do to the mind of the prospect. Ries and Trout, 1981 Brand positioning is successfully built through continuous communication with the customers about the product to its targeted market, through advertisement, brand name and its packing. Brand positioning refers to the position in the customers mind, it does not relate to market position. Brand positioning is associated with the market segmentation. The right market segment is to be targeted for the brand positioning. Brand positioning is all about a customers perception about the product. There are certain ways for a brand to be positioned, e.g. offering specific benefits, targeting a specific segment, pricing and distribution. Brand positioning is an important concept in which a company can decide where it wants to position its brand in its field relative to competition. Brand positioning is a thinking that guides a company to build a relationship between the brand and customers. Brand positioning gives space in the customers mind, so the company become in the better position to control over its own brand image. Price and quality are the most common attributes are considered in the brand positioning. To get a good position in the customers mind the company introduce brand of a good quality with on competitive price. The quality of the product must be at least equivalent or better from the competitors. Quality perception is the most powerful element of the brand positioning. Once a company is successful in building a powerful perception of quality will result in building a powerful brand. Psychological element is dominant to some extent in building a quality perception as some peoples psyche is that the product with high price tag is of good quality. Communicating brands through their specific features is another way to position brands, e.g. Clinic all clear, Dare to wear Black or Pakistan and India surf excel is advertised as stain remover, Surf Excel hena. Culture is another strong aspect to the brand positioning. Different companies use cultural symbols to differentiate products from their competitors. Examples including, Air India advertise through Maharaja, Tata tea, Hamara Bajaj etc. Treedeuce.com Brand Extension Brand extension  is a marketing strategy in which a firm that markets a product with a well-developed image uses the same brand name but in a different product category. Brandexpress.net When a firm uses its brand in another product form, or even within another product class, then the firm is stretching the brand (also referred to as brand extension). Iain Ellwood, 2002 Virgin is the good example of brand extension as they sell everything from records to airline travel, to cola drinks to wedding parties from clothing to cosmetic and computers. This is successful in brand extension because it has the ability to connect the customer directly and give them values. Many firms attempt to extend their brands but all the brand extensions are not suitable or desirable. An extended brand always works best in a top to down direction. It is always easy for a company to bring brand extension from relatively cheaper product line. Ralph Lauren and Gucci are the best example. Ralph Lauren extended from luxury clothing to jeans and bed linen while Gucci brand is extended from luxury clothes to oven gloves, cooking aprons and dog toys. An extended brand has a low introductory cost because the customers, traders and retailer are well aware of the product. Brand extension brings options to the customers through variety of products. If the product is of lower quality, will result in damaging in overall brand value. Iain Ellwood, 2002 Caterpillar is one of the biggest non-sporting footwear companies in the world with its brand CAT. This is basically a construction and mining equipment manufacturing company that extended their brand in this potential segment. It was perceived that it is the biggest mistake of the caterpillar but the extension was a big success. Sometimes the brand extension, implemented incorrectly due to less understanding. LEGO is a Danish toy manufacturing company, decided to extend its brand and launched its own product line of cloths, watches and video games but it was ignored by its target market, that result half of its employee are redundant back in 2004. Kotler et al, 2009 Michelin and Goodyear are the French companies, famous for making rubber tyres and having a number of brand extensions. Michelin brand extensions are car and cycle related product, footwear and clothing, sports and leisure and personal accessories. On the other hand Goodyear becomes the partner of the Adidas to make a series of driving shoes. Kotler et al 2006 We can see normally financial services providers have not attempted to extend their brands, and only concern with their original market. On the other hand, there are too many non-financial service providers extended directly to the financial services. E.g. Tesco extended its market to Tesco banking and Tesco insurance. Benefits of branding To customers People buy brands, because they are well aware of the quality of the product and save time and efforts. Buying a branded product can give customers a peace of mind and credibility. Most of the branded products have warranty policies, which gives customers assurance of a quality product. Some big companies having product replacing policies, e.g. DeWalt a power tool manufacturing company, replace the product immediately in case of damage. To intermediaries/stakeholders There are certain benefits of branding to different stakeholders, that directly/indirectly effecting the organisation. Multinational organisations always have the strategy for social, environmental and economic issues, so Companies contribute to the societies in which they operate. Brands follow government regulations to minimise any adverse effect to the environment and pays tax and create job opportunities that help governments to control over unemployment. Employees always attract to innovative companies where learning opportunities are always there to enhance their career. Multinational companies give assurance of the job security and give career path at the time of recruiting them. Instead of supplying goods directly to retailers, companies distribute goods through agents or distributers. Distributers get long-term agreements from the known brand companies and also benefits from the goodwill of from that brand. Retailer can get benefits from the companys overall marketing campaign. Sustainable competitive advantage When two or more firms compete within the same market, one firm possesses a competitive advantage over its rivals when it earns (or has the potential) to earn a persistently higher rate of profit. Grant, 2002 It is very important for every organisation to be successful in long term. Effective corporate branding is certainly the main source of getting sustainable competitive advantage in the market. Worlds famous corporate brands do not sell products, they sell concepts, e.g. Coca Cola does not sell a soft drink, it sells enjoyment and Microsoft does not sells computers, it sells possibility. Brand designers create a corporate brand identity through promotional material and advertising campaign to establish a corporate identity. There are certain brand characteristics that lead a company to get sustainable competitive advantage. A well designed logo and a strong identity system can give a company an edge over its competitors. Through Brand Identity A unique set of brand associations that the brand strategist aspires to create or maintain. These associations represent what the brand stands for and imply a promise to customers from the organisation members. Aaker, 2004 Brand identity is the way a company aims to identify or position itself or its product or service. Kotler et al, 2009 Brand identity is the first thing that a customer experience and plays a major role in getting a sustainable competitive advantage in the market. Brand attributes are is a bag of features that shows the personality of a brand and these attributes help to create brand identity. Brand identity is supported by emotional and unique elements and values, serve to distinguish the brand in the market, especially for progressively competitive environments, service organisations and recreational sectors. Brand identity creates a distinct identity that is very hard for the competitors to duplicate. The main elements to build a strong brand identity are human resources, organisational culture, organisational structure, stationary, company cards, company dà ©cor, packing, catalogue, market and innovation etc. Kotler et al, 2009 Through Brand loyalty Brand loyalty is considered as ultimate reward for a brand as it is another factor which leads a company to get a sustainable competitive advantage. Customers always prefer to buy those brands they are loyalty with, even though that is expensive and have close substitutes in the market. Apples iPod is a product to listen mp3/mp4 music, and the big electronic giants like Sony, Panasonic and so many other companies have same product with same features at the relatively low price than Apples iPod. Majority of the customers buy iPod just because they are loyal with the brand. Through Brand Equity Brand is a symbol of extremely precious part of legal property, that can control consumer behaviour and it also provides the protection of persistent future revenues to the firm. Brand equity is called the amount that is directly or indirectly accrues by these various benefits. Kapferer, 2005; keller, 2003 Companies invest huge amount of money to develop brand equity. Brands with high equity win the space in the market because of the uniqueness, reliable services and continuous and effective relationship with the customers. Stronger brand image takes a company to financial advantage through the brand equity. Brand equity leads a company to charge perineum prices for the product to raise their profit margin.

Chinese Philosophy and Poetry Essay

One of the most prevalent beliefs of the Chinese philosophies is that men are born good. People are naturally good unless they fail to develop their feelings and senses. Confucianism teaches that a lack of knowledge can be the cause to evil. In Poem 238, a woman named Chiang Yuan gave birth to the human race by sacrificing and praying to God. She bore her child easily because she sought after blessings from God. Confucianism teaches that good things will come to those who are good and do good. A. N. Whitehead’s quotation of a Cambridge vicar says, â€Å"For well-conducted people, life presents no problems.† The mother in the poem seemed to be well-conducted and therefore she was blessed with a painless, easy childbirth. It says that God gave her ease and blessed her because he was pleased with the sacrifice and prayer. The poem paints a picture of how even the animals protected the baby. This might be because of their view of being born flawless and without evil. This baby was protected by the animals because there was no evil in him. Hou Chi, the baby boy, grew up to be a wise man and continued to be blessed and prospered through his crops and farming. He would be considered to be the â€Å"superior man† because of his moral wisdom and his ability to tell right from wrong. Because he lived by his mother’s example and gave sacrifices to God, good things came to him. The power of moral example is strongly shown here. His mother first taught him the importance of sacrifice and prayer and through that, he learned to do the same and show respect and fear God. Another philosophy is the importance of filial piety and reverence. Parents are revered because they give life to their children and sacrifice much for them. The child brought honor to his mother by keeping her religious traditions. God was pleased by his actions and blessed him his entire life. This is a very ideal form of what a man can be like, but it is very unrealistic. If man were actually born good, then evil would not have such a major influence and affect everyday lives.

Essay Abortion Pro-Life vs. Pro-Choice - 581 Words

Abortion is never an easy decision, but women have been making the choice for thousands of years. It has become a large dilemma since 1973, when the U.S. Supreme Court passed a law making the procedure legal, and an even larger controversial issue. The controversy is divided into â€Å"Pro-Choice† and Pro-Life† views. Pro-Choice supporters believe that the woman should have to choice whether to abort or not. Pro-Life supporters believe that it should be illegal to abort and preformed. However, there are many ways for this procedure to be performed. Abortion still remains today a controversial issue, by who should determine if it is the right thing to terminate a pregnancy or not and by how the procedure should be preformed. In 1973, a†¦show more content†¦The district court ruled in McCorvey’s favor on the merits, but didn’t grand an injunction against the enforcement of the laws barring abortion. The courts decision was based upon the Ninth Amendment. Pro-choice describes political and ethical views that a woman should have the control over her fertility and the choice to continue or terminate her pregnancy. Pro-choice activists argue that an embryo has no rights as it is only a potential and not an actual person and its rights should not override those of the mother’s until after it is born. The right to choose to have an abortion is personal and essential to women’s lives and without this right, women cannot exercise their rights and liberties guaranteed to them by the Constitution. Without the right to choose an abortion the 14th amendment’s guarantee of liberty has little meaning for women. Another point made could include that a man can withdraw from a relationship when he finds out that his spouse is pregnant, it is only fair that women be given the same choice. Pro-life supporters believe that human life starts from fertilization or implantation until natural death. From the view of a pro-life advocate and action that destroys an embryo or fetus kills a person, any purposeful destruction of a human life is considered ethically and/or morally wrong. Some advocates of pro-life even oppose abortion of a fetus that would almost certainly die a short time after birth. The pro-life movement isShow MoreRelatedAbortion: Pro Life vs Pro Choice Essay1748 Words   |  7 PagesAbortion: Pro-Life vs. Pro-Choice Abortion: Pro-Life Vs. Pro-Choice â€Å"Abortion is the spontaneous or artificially induced expulsion of an embryo or fetus† (Abortion, 2002). An artificially induced abortion is the type referred to in the legal context. Abortions happen in different situations. The question comes when is it the right or wrong choice. The root question becomes the moment a fetus becomes a person and entitled to rights. The fetus could be a person at conception, duringRead MoreAbortion - Pro Life vs. Pro Choice3265 Words   |  14 Pagesis abortion. The debates are basically divided into Pro-Life and Pro-Choice. Pro-life supporters want abortion to be illegal and not performed anywhere. Pro-choice supporters want the choice to be up to the woman and no one else. There is no ethical way to decide between the two subjects and its all based on what the persons moral values. Abortion is the termination of an unwanted pregnancy by loss of or destruction of an egg, embryo or fetus before birth. The term of abortion is usedRead MoreAbortion: Pro-Life vs. Pro-Choice Essay918 Words   |  4 PagesFrom the day you are born, learning and education are the most important skills for survival in todays society. The most valuable thing learned on your journey of life is the ability to distinguish Right from Wrong, both technically and morally. Though easy at first with the minor day to day issues we deal with, it can become quite difficult when more pressing issues are placed in front of you. Many things influence a persons judgment. While one person believes that their view is the absoluteRead MoreShould Abortion Be Legalized?1172 Words   |  5 Pages Although some believe abortion is morally and ethically wrong should it be legal for victims of rape or incest who have no other alternative? Pro-Life advocates believe as horrible as abortion is, the baby is still innocent of any crime. Nobody should be killed for the crime of another person. While Pro-Choice advocates believe if a woman is pregnant by rape, compassion demands that she be allowed to abort. On the other hand, the pro-life vs pro-choice debate tends to overlook the fact that theRead MoreAdoption, NOT Abortion Essay934 Words   |  4 PagesNowadays, abortion has become a controversial issue because people are becoming more aware of the issue that abortion brings to society and the individual who is going through the abortion .In recent years, however, society has become very open-minded, and as a result pro-life and pro-choice groups have been able to sway the American public’s view of abortion. Abortion became legal in 1973 when Roe vs. Wade declared that a wo man has the right to choose if she wishes to continue with her pregnancyRead MorePro Life vs Pro Choice772 Words   |  4 PagesProfessor Brenza Essay-2 March 17th 2015 Pro-life vs. Pro-choice The issue of abortion in the United States will always be a controversial one. Developing two sides of the debate, pro-life and pro-choice. Pro-life are the individuals who do not believe in the option of abortion. Pro-choice are the individuals who believe every woman has the choice to go through with their pregnancy or to not. Despite their contrasts, pro-life and pro-choice explore valid ideas of religion, law and healthRead MoreCommon Ethical Dilemmas Faced in Nursing1447 Words   |  6 Pagesethical decisions. Pro- Life vs. Pro- Choice, Freedom vs. Control, Truth vs. Deception, and Knowledge vs. personal beliefs are all part of the problem. We live in a world where there seems to be contriversy about everything. Nursing is a very important field where there has to be good communication and great care, any hiccups in this could affect the whole work place. So what happens when you’re a nurse and you are placed in a big ethical dielemma. FINDINGS Pro- Life Vs. Pro-Choice According to Merriam-Read More Abortion Report Essay examples808 Words   |  4 Pages Abortion Report nbsp;nbsp;nbsp;nbsp;nbsp;I have chosen for my topic Abortion. I think that it is a topic that is very important in todays society however it is often dodged or avoided. Different Presidents say different things and have different stances about it, and often it is had to know what to think about it. Basically there are two different ways of looking at it: Pro-Choice, which takes the stance of saying that it is the womans choice if she wants to have an abortion and that itRead MoreAbortion : A Controversial Debate888 Words   |  4 PagesAbortion is a highly debated and controversial topic within the United States. Abortion is the deliberate termination of a human pregnancy. When you have an abortion, you decimate the life of a fetus in the womb prior to delivery. There were 5,013 abortions in the state of Oklahoma alone in 2013. In the same year, there were approximately, collectively in the United States, 983,000 total abortions performed. In addition, there have been almost 60 million abortions performed in the United States sinceRead MoreAbortion Report823 Words   |  4 PagesAbortion Report I have chosen for my topic Abortion. I think that it is a topic that is very important in todays society however it is often dodged or avoided. Different Presidents say different things and have different stances about it, and often it is had to know what to think about it. Basically there are two different ways of looking at it: Pro-Choice, which takes the stance of saying that it is the womans choice if she wants to have an abortion and that it is only her business. So

Richard Rodriguezs Autobiography Hunger of Memory Essay

Richard Rodriguezs Autobiography Hunger of Memory There exists in the majority of people a schism between their public lives and their private lives. People should desire to have their public selves match their private selves as closely as possible. A rift between the two causes nothing but pain and suffering for everyone around those people and places a heavy burden on the spirit of the ones responsible. Trust and honesty are essential to our society and the truth should be complimentary, not earned. Richard Rodriguez, a writer and public speaker, expertly illustrates his own experience with this type of double life in his autobiography, Hunger of Memory. In the last section of Hunger of Memory â€Å"Mr. Secrets†, Rodriguez paints†¦show more content†¦They have now been included in that deceitful little game called human interaction. It does not have to be that way; the truth can set them free. Rodriguez’s mother asks of him, â€Å"Why do you need to tell the gringos about how divided you feel from the family?† (Rodriguez 175). She doesn’t think it right that he so freely presents the family’s private life. Why does she feel some things should remain private? What is she afraid of? Perhaps a better question is: what is she ashamed of? Rodriguez’s mother obviously feels self-conscious about certain aspects of their family life or she would not be uncomfortable with sharing the details. This cultural withdrawal, as each family pulls away from their neighbors, is one of the leading causes of the modern exclusivist viewpoint that is becoming all too common. This isolationist attitude is one of the primary causes of today’s crime rate. Rodriguez states that his â€Å"mother must use a high pitched tone of voice when she addresses people that are not relatives† (177). This demonstrates that strangers, even sons/daughters-in-law were never included in the same group as relatives. Imagine how trying that would be for a young fiancà ©e that desperately wanted to feel like part of the family but never could? Later, Rodriguez’s mother asks what Psychiatry is. His answer involves Freud, analysis, and clinically trained listeners to which she replies, â€Å"You mean that people tell a psychiatrist about their personal lives?† (183). WouldShow MoreRelatedEssay on Richard Rodriguezs Hunger of Memory1116 Words   |  5 PagesRichard Rodriguezs Hunger of Memory The universal quot;growing painsquot; that all children experience in one form or another are easily recognized in Richard Rodriguez’s autobiographical excerpt from Hunger of Memory. Rodriguez’s childhood was particularly unique given the fact that while he was born and raised in the United States, he was strongly influenced in the ethnic environment of a Spanish family. Although the reader is introduced to only a short excerptRead MoreSummary of the Book Hunger of Memory and Response to It.1124 Words   |  5 Pagesshould be complimentary, not earned. Richard Rodriguez, a writer and public speaker, expertly illustrates his own experience with this type of double life in his autobiography, Hunger of Memory. In the last section of Hunger of Memory Mr. Secrets, Rodriguez paints an intimate portrait of his parents distinction between public and private life. He starts this by mentioning his mothers disapproval over the inclusion of private family issues in his autobiography. Rodriguez continues to show theRead MoreHunger of Memory Essay595 Words   |  3 PagesIn Hunger of Memory, Richard Rodriguez situates his individual experiences with education in such a way as to expose what he sees as the fallacious logic behind bilingual education and affirmative action. He uses arguments to propagate the systematic problems with such programs. His autobiography explains in great detail the entangling problems all American children face by instituting bilingual programs and affirmative action endorsements. Bilingual education offers a completely different worldRead MoreAnalysis of Hunger of Memory and Self Essay1031 Words   |  5 PagesWhile I read The Hunger of Memory: The Education of Richard Rodriguez, there were tons of ideas that struck me. It was very interesting because so many of the different parts could relate to my life. Also, given his story, its so interesting to me that he is against bilingual education, having benefited from it in his own life. To me, it places the book in a different light as I read it. This book is a narrative and it is telling in how his opinions were formed because the experiences thatRead MoreHunger of Memory by Richard Rodriguez: Book Critique1725 Words   |  7 Pagesfollowing review of Richard Rodriguez’s book titled â€Å"Hunger of Memory,† shows the author’s smart way of writing an autobiography. The book is conformed in six well explained essays of Rodriguez’s life placed together, all in order to show the rea der the different outcomes during his life as a middle class Mexican-American. The author wrote this autobiography on 1982, in where he explains the moments that he and his family went by during their immigration inside the United States. Richard Rodriguez startedRead MoreHunger Of Memory : The Education Of Richard Rodriguez1818 Words   |  8 PagesIntroduction Hunger of Memory: The Education of Richard Rodriguez is a six chapter book that reads more like a collection of essays than an autobiography. It is written by Richard Rodriguez, a Mexican American author, analyst, educational commentator and intellectual. A large part of his personal treatise is his reflections and dissection of â€Å"contemporary education† and its meaning to a Hispanic American child growing up in the 1950s. It is unusual that a young person would write his own autobiography, butRead MoreHunger of Memory2061 Words   |  9 PagesHunger of Memory: The Education of Richard Rodrà ­guez Hunger of Memory is an autobiography of the writer Richard Rodrà ­guez and his transition from youth to manhood told through a series of recollected stories. The premise of his writing was centered mainly on his struggle to maintain both his Mexican heritage and closeness to his Spanish-speaking family, while at the same time being assimilated into American culture and obtaining an advanced education. Within the book Richard Rodrà ­guezRead MoreAnalysis Of Richard Rodriguez s Hunger Of Memory 1591 Words   |  7 Pagesor she can become successful. In Hunger of Memory, Richard Rodriguez told the story of how education allowed him to change from a boy who was â€Å"...able to understand some fifty stray English words†(9) to a scholar working in the British Museum. Obviously, Rodriguez appreciates the doors that education opened for him over the course of his life, but his autobiography reveals a dark side to the pursuit of higher education in America. Over the course of his autobiography, he admits that the more time heRead MoreHunger Of Memory By Richard Rodriquez1268 Words   |  6 Pagesface once on American soil. Anything from racial discrimination or bias at work, in neighborhoods, at school, etc., can all be challenges that people encounter when making a move to the U.S. Such challenges are described by Richard Rodriquez in his autobiography Hunger of Memory. In this passage, he explains how cultural differences between Mexican and American ways of life have shaped him into the person that he is today. He also chooses to highlights the problems that he faces growing up in a predominatelyRead MoreMini Task # 3. For This Mini Task, I Chose To Work On A1340 Words   |  6 PagesMini Task # 3 For this Mini Task, I chose to work on a review of the book Hunger of Memory: The Education of Richard Rodriguez by Richard Rodriguez. It was very appealing to me do this review this book. When I open the dedication, I feel a lot of emotions, Rodriguez says: â€Å"She tells people, her neighbors, that I am ‘a PhD professor’ [emphasis from the author] I am doing some writing, she explains†¦Ã¢â‚¬ . These first sentences reminded my mother in Ecuador, who does not miss any opportunity to tell people