Family Branding

Family branding is a marketing strategy that involves selling several related products under one brand name. Family branding is also known as umbrella branding. It contrasts with individual product branding, in which each product in a portfolio is given a unique brand name and identity. There are often economies of scope associated with family branding since several products can be efficiently promoted with a single advertisement or campaign. Family branding facilitates new product introductions by evoking a familiar brand name, which can lead to trial purchase, product acceptance, or other advantages. Family branding imposes on the brand owner a greater burden to maintain consistent quality. If the quality of one product in the brand family is compromised, it could impact on the reputation of all the others. For this reason family branding is generally limited to product lines that consist of products of similar quality. 2. Family branding is a type of marketing tactic. It involves using one brand name to market multiple products. For example, a company may use one brand to market soap, lotion, hair shampoo, and nail polish. This differs from branding individual products, which involves giving each product its own name and image. For example, a company may sell lipstick and nail polish, giving each product line a separate marketing identity. The idea behind family branding is that a company can make a wide range of products both desirable and profitable by giving them all one recognizable name. Then, by building recognition of this brand name, a company can also build customer loyalty. When the company introduces new products or even makes changes to existing products, it can depend on customer loyalty to ensure its market will purchase the new or altered product. Additionally, family branding, makes it possible to use an advertising campaign to successfully market a range of products instead of just one at a time. Often, companies in the food industry use family branding techniques to market their products. For example, a company may make and sell bread, potato chips, frozen food, and condiments all under one highly recognizable name. This umbrella branding may mean such companies will sell more than they would with individual branding. Some consumers are more likely to choose a product with a familiar name over one that is less well-known, even if the known brand is more expensive. . Brands – Brand names Introduction How should brand names be chosen? Is the name important? Marketing theory suggests that there are three main types of brand name: (1) Family brand names: A family brand name is used for all products. By building customer trust and loyalty to the family brand name, all products that use the brand can benefit. Good examples include brands in the food industry, including Kellogg’s, Heinz and Del Monte. Of course, the use of a family brand can also create problems if one of the products gets bad publicity or is a failure in a market. This can damage the reputation of a whole range of brands. (2) Individual brand names: An individual brand name does not identify a brand with a particular company. For example, take the case of Heinz. Heinz is a leading global food manufacturer with a very strong family brand. However, it also operates many well-known individual brand names. Examples include Farleys (baby food), Linda MacCartney Foods (vegetarian meals) and Weight Watcher’s Foods (diet/slimming meals and supplements). Why does Heinz use individual brand names when it has such a strong family brand name? There are several reasons why a brand needs a separate identity – unrelated to the family brand name: †¢ The product may be competing in a new market segment where failure could harm the main family brand name †¢ The family brand name may be positioned inappropriately for the target market segment. For example the family brand name might be positioned as an upmarket brand for affluent consumers. †¢ The brand may have been acquired; in other words it has already established itself as a leading brand in the market segment. The fact that it has been acquired by a company with a strong family brand name does not mean that the acquired brand has to be changed. (3) Combination brand names: A combination brand name brings together a family brand name and an individual brand name. The idea here is to provide some association for the product with a strong family brand name but maintaining some distinctiveness so that customers know what they are getting. Examples of combination brand names include Microsoft XP and Microsoft Office in personal computing software and Heinz Tomato Ketchup and Heinz Pet Foods. What are the features f a good brand name? Brand names should be chosen carefully since the name conveys a lot of information to a customer. The following list contains considerations that should be made before making a final choice of brand name: A good brand name should: †¢ Evoke positive associations †¢ Be easy to pronounce and remember †¢ Suggest product benefits †¢ Be distinctive â € ¢ Use numerals when emphasising technological features †¢ Not infringe existing registered brand names * Family branding is type of marketing tactic which involves the use of one brand name for the sale of several related products. For example, a company may use one brand to market soap, lotion, hair shampoo, and nail polish. It differs from the individual product branding which gives a unique brand name and identity for each product. Family branding aids the introduction of new products by invoking a popular brand name, which can lead to trial purchase, product acceptance, or other advantages. It also promotes lower marketing costs and market acceptance of its products. Family branding is also known as umbrella branding. The concept of family branding allows a company to make a wide range of products both desirable and profitable by giving them all a single brand name. The popularity attained with the brand name helps the company to build customer loyalty. When the company introduces new products or even makes changes to existing products, it can depend on customer loyalty to ensure its market will purchase the new or altered product. Furthermore, family branding allows a company to successfully market a range of products by just one advertising campaign. Family branding inflicts on the brand owner a greater burden to sustain consistent quality. Family branding is mostly limited to products that have similar quality, because any damage to the quality of one product in the brand family will affect the reputation of all the others Family brand or umbrella brand by admin on October 26, 2006 FAMILY/UMBRELLA BRAND When a group of products are given the same brand name, it becomes a case of family brand/umbrella brand. In this case, different products of the company are marketed under one brand name. The examples given below are details of some family brands. Family branding/umbrella do not mean that entire product mix of the company should go under single brand name. A company may resort to different branding approaches for different product lines. Amul is an example of family/umbrella brand. Amul is the common brand name for the companyaâ‚ ¬Ã¢â€ž ¢s milk powder, butter, ghee and milk chocolates. Vijay is the family brand name for the products of Vijay Electricals, Mixer-grinders, electric irons, electric kettles, water heaters and other products of the company go under the aâ‚ ¬? Vijayaâ‚ ¬Ã¢â€ž ¢ brand. Videocon is a family brand name for a variety of products of Videocon Corporation. Its TVs, VCRs, refrigerators, washing machines and air conditioners go under the Videocon brand name. Godrej is another family brand. Several product lines of the company and several products in each of the lines go under the brand name Godrej. The products include locks, steel cupboards, office furniture electronic typewriters, desktop printers, refrigerators, air conditioners etc. The company also uses separate brand names for some other lines. In soaps, it has individual brands like Cinthol and Ganga. In detergents, it has individual brands like key and Biz. Johnsonaâ‚ ¬Ã¢â€ž ¢s is another family brand. The company Johnson & Johnson sells many of its baby care products under the Johnsonaâ‚ ¬Ã¢â€ž ¢s brand name — Johnsonaâ‚ ¬Ã¢â€ž ¢s Baby Powder, Johnsonaâ‚ ¬Ã¢â€ž ¢s Baby soap, Johnsonaâ‚ ¬Ã¢â€ž ¢s Baby Shampoo etc. BPL is another noteworthy family brand about five dozen products of the company go under the brand name BPL. It also happens to be the company name. In the case of Amul, it is an umbrella /family brand name for one line of products of the company. As mentioned earlier, Amul is an umbrella brand for NDDBaâ‚ ¬Ã¢â€ž ¢s milk and milk-related and milk-related products. And Dhara is an umbrella brand for the companyaâ‚ ¬Ã¢â€ž ¢s cooking oil line. Dhara is an umbrella brand for seven types of oil marketed by the company — Dhara mustard oil, Dhara groundnut oil, Dhara sunflower oil etc. Benefits of Family branding It is convenient to adopt a family brand for related products. Promotion of such products becomes easier and less expensive under a family brand. But the marketer in such cases has to ensure that all the products offered under the family brand maintain the same standards of quality. If one product in the group becomes a low quality product, it will affect the entire range of products under it. In other words, in family branding, there is a composite responsibility among the products coming under the brand. A major benefit in giving family brand name is that advertising and promotion effort can be combined for all the products falling under the family brand; the advertising budget can be stretched over several over several products. For example, Johnson and Johnson, with a wide product range in the baby care segment and medicare segment runs an ad campaign every year to promote its products. The same campaign takes care of all diverse products of the company. It is the Johnsonaâ‚ ¬Ã¢â€ž ¢s brand name that is advertised ad all the products get covered. The campaign lasting for new months every year ensures high recall value for all Johnson & Johnson products. Another advantage is that under family branding, new product launch becomes easier and cheaper. New products would enjoy a ready recognition and market set-up retailers too would find it easier to push new products under a popular ongoing brand name.

Green card para familiar indocumentado de militar (PIP)

Green card para familiar indocumentado de militar (PIP) El parole in place (PIP, por sus siglas en inglà ©s)  es un camino poco conocido que permite obtener la tarjeta de residencia, tambià ©n conocida como green card, a migrantes indocumentados que son  familiares inmediatos de  ciudadanos  militares, reservistas o  veteranos. Cuando una persona decide alistarse en el Ejà ©rcito, toma en consideracià ³n un conjunto de factores, como servir a su paà ­s, y tambià ©n por supuesto quà © beneficios e incentivos puede lograr en esa profesià ³n. Entre los beneficios destacan los migratorios que son de especial interà ©s para las personas que son inmigrantes o que tienen familiares que lo son. En este artà ­culo se explica  un beneficio migratorio concreto: el parole in place:  Ã‚  quià ©nes aplica el PIP, cules son los trmites, cules pueden ser los problemas que pueden surgir  y quà © opciones existen para los migrantes que no pueden beneficiarse. Quià ©nes se pueden beneficiar de la medida del parole in place (PIP) Para solicitar con à ©xito es necesario cumplir los siguientes requerimientos: En primer lugar, estar  calificado por las leyes migratorias dentro de la categorà ­a de familiar inmediato de un ciudadano estadounidense. Esto quiere decir que se tiene que ser: cà ³nyuge. Se admiten tanto los matrimonios heterosexuales como los homosexuales.padre, o madrehijo soltero que adems debe ser menos de 21 aà ±os. En segundo lugar, la persona interesada en obtener el PIP  tiene que estar presente en Estados Unidos. No aplica a las personas que se encuentran en otro paà ­s. En tercer lugar, estos  migrantes indocumentados  no pueden regularizar  su situacià ³n a pesar de ser familiares inmediatos de un ciudadano. La razà ³n es porque entraron a Estados Unidos sin ser inspeccionados, es decir, cruzando la frontera ilegalmente por un lugar que no era la Aduana y, por lo tanto, no autorizà ³ su entrada un oficial de Inmigracià ³n.   En otras palabras, los familiares inmediatos de ciudadano pero que ingresaron a los Estados Unidos legalmente pero que despuà ©s se convirtieron en indocumentados porque no salieron del paà ­s cuando debà ­an hacerlo no tienen que recurrir al PIP. La razà ³n es que para ellos es posible ajustar su estatus, es decir, arreglar los papeles sin salir de Estados Unidos si ese es el à ºnico problema que existe en su rà ©cord migratorio. En cuarto lugar, el à ºnico problema migratorio que se tiene es que se ha ingresado ilegalmente. Esto lo hay que tener muy claro porque el PIP no aplica si hay otros problemas. Y en quinto  y à ºltimo lugar, el migrante indocumentado para el que se pide el PIP  tiene que ser el familiar inmediato de un militar ciudadano americano  en activo en cualquiera de las ramas del Ejà ©rcito Americano. Tambià ©n se admite para los familiares de un Reservista, incluidos los de la Guardia Nacional, o de un veterano. Cà ³mo se aplica para recibir el  parole in place (PIP) Para obtener la green card por medio del PIP  para familiares inmediatos de ciudadanos que son militares se necesita seguir dos trmites distintos: en primer lugar el de solicitud del PIP y, una vez que se obtiene la aprobacià ³n, entonces se debe proseguir al segundo paso, pidiendo el ajuste de estatus. Por lo tanto, para cumplir con el requerimiento de solicitud del PIP es necesario enviar los siguientes documentos al director de la oficina del Servicio de Ciudadanà ­a e Inmigracià ³n (USCIS, por sus siglas en inglà ©s) que corresponda segà ºn el lugar de residencia del extranjero que pide el beneficio. La planilla I-131 debidamente llenada. El documento se llama Application for Travel Document. A pesar del nombre, es el que hay que cumplimentar. A diferencia de lo que ocurre en otros casos, cuando se est solicitando una parole in place por ser familiar directo de un militar o veterano no hay que pagar cuota.Evidencia de la relacià ³n de familia entre el inmigrante y el militar o veterano, como certificado de matrimonio, acta de nacimiento, etc. I.D. militar, DEERS, etc.  Enviar fotocopia legible, no original.Prueba de que el militar, veterano o reservista realmente lo es. Para este caso enviar una fotocopia de ambas caras de la tarjeta de identificacià ³n militar. Acreditacià ³n de la ciudadanà ­a estadounidense del militar.   Dos fotos del inmigrante que sean  idà ©nticas, tipo pasaporte Documentos de cualquier tipo que puedan ayudar a que el oficial de inmigracià ³n que debe tomar una decisià ³n sobre el caso lo adopte favorablemente. Todos los documentos mencionados necesitan ser presentados. Adems, con carcter voluntario y sà ³lo en los casos en los que proceda, una carta escrita por el ciudadano americano en la que se describe la situacià ³n que el estatus migratorio del familiar puede estarle causando. En este caso, aportar la documentacià ³n que sirva para acreditar lo que se afirma. La declaracià ³n debe ir firmada, fechada e incluir direccià ³n y telà ©fono del militar. Finalmente, si la relacià ³n entre el militar y el migrante para el que se solicita el PIP es que son cà ³nyuges, entonces tambià ©n es recomendable aportar documentacià ³n que sirva para probar que el matrimonio es de buena fe, es decir, de los de verdad y no solo contraà ­do con la intencià ³n de obtener papeles. Si la peticià ³n del PIP es aprobada, se recibir una tarjeta que se conoce como I-94. Eso es la prueba de que se puede continuar y pedir un ajuste de estatus mediante la planilla I-485  para obtener la green card. Incluir pago y toda la documentacià ³n de apoyo, incluida la que sirva para probar que se ha recibido la aprobacià ³n del PIP. Quà © puede pasar cuando se solicita una parole in place (PIP) La PIP  se concede en casos muy excepcionales. Pero por orden del gobierno de los Estados Unidos desde noviembre de 2013 se conceder en la mayorà ­a de los casos a aquellas personas que son familiares directos (esposos, padres o hijos) de un militar, reservista o veterano. Es posible incluso solicitar el PIP cuando se tiene iniciado en contra un procedimiento de deportacià ³n o se tiene una orden ya dictada.   Pero sà ³lo en los casos en los que el problema migratorio està © causado por haber ingresado ilegalmente. En todo caso es necesario que el inmigrante para el que se solicita no tenga un rà ©cord criminal u otros problemas de inadmisibilidad. Tener en cuenta que en todo este proceso se va a tener que decir la verdad sobre arrestos, imputaciones, condenas, violaciones migratorias, falsedades que se han cometido al llenar documentos oficiales, nà ºmero de veces en las que se intentà ³ ingresar ilegalmente sin à ©xito a los Estados Unidos y problemas migratorios que causa el hecho de ingresar a Estados Unidos, quedarse ms de un aà ±o, salir, y volver a ingresar ilegalmente. En cualquiera de estos casos es necesario consultar con un abogado antes de enviar la aplicacià ³n. No olvidar que el PIP es discrecional, es decir, el gobierno no est obligado a aprobarlo. Y si no se aprueba se le ha dicho a las autoridades migratorias donde reside un migrante indocumentado con serios problemas migratorios. Dà ³nde buscar ms informacià ³n y asistencia Los militares tienen oficinas dedicadas a resolver dudas migratorias y ayudar con la papelerà ­a. Preguntar en el lugar donde se est estacionado. Adems, el militar, reservista o veterano (pero no su pariente que est ilegalmente en Estados Unidos) pueden solicitar una cita con el USCIS utilizando el sistema InfoPass para ayudar a resolver sus dudas, segà ºn las especificaciones del caso. Si se est en situacià ³n de indocumentado y no se califica para esta medida, verificar si es posible hacerlo a travà ©s de alguno de estos caminos para la regularizacià ³n.  Es muy importante conocer quà © es realmente posible y quà © no y evitar ser và ­ctima de un fraude migratorio.   Cambios recientes PIP es una medida de alivio que aprobà ³ el presidente Barack Obama al igual que  DACA clsico, tambià ©n conocida como la Accià ³n Diferida,  sà ­ que est en vigor y se puede aplicar si se cumplen los requisitos. Desde que asumià ³ la presidencia de Donald Trump se ha pronunciado sobre numerosos asuntos migratorios  e incluso ha emitido à ³rdenes ejecutivas con grandes repercusiones migratorias. Ya se han comenzado a notar los efectos de la nueva polà ­tica de prioridades de deportacià ³n. Por à ºltimo, pensar si se necesita contar con la opinià ³n de un abogado, es recomendable elegir a  uno especialista en leyes migratorias, aà ºn cuando puedan resultar caros en algunos casos.   Este artà ­culo es meramente informativo. No es asesorà ­a legal para ningà ºn caso concreto.

The pros and cons of Globalization Essay Example | Topics and Well Written Essays - 3500 words

The pros and cons of Globalization - Essay Example addition a crucial debate is continuously rising on weighing the positive and negative impacts of globalization and exploring the people who are directly or indirectly influenced by the changes brought in by this concept. Globalization is a comprehensive and broad topic and covers a huge list of important issues including economic, social, political, cultural, religious and moral etc. The definition of globalization is also defined in the light of all these perspectives. As it is defined by James Rosenau, a political scientist, as as "a label that is presently in vogue to account for peoples, activities, norms, ideas, goods, services, and currencies that are decreasingly confined to a particular geographic space and its local and established practices" (1997, p.360). Most of the researchers bordered their research on the economic impacts of globalization. It is undoubtedly clear that globalization has impacted the overall economic situation of the current world. However, the social, political and other areas also require attention as globalization has affected the policies, education, culture and overall social structure of the states. The economic aspects of globalization are not limited to its effects on microenvironment but it has affected markets on a macro level. The microeconomic effects refer to the technological advancements and the impact at individual firm levels, whereas, the macroeconomic effects involve the collaborative analysis of markets for business purposes (Oman, 1994). The list of positive aspects of globalization includes the excess availability of external finance. This excess amount of finance is helpful especially for the developing countries. The excess availability of excess finance from external sources is evidenced by the IMF, Direction of Trade Statistics Yearbook and World Bank, Global Development Finance, 1999. For instance the increase in capital flows is observed in the East Asia Pacific from 15.8 in 1980 to 36.3 1997.

Whistleblowers Case Study Example | Topics and Well Written Essays - 500 words

Whistleblowers - Case Study Example y’s global business environment, white-collar crimes are extremely difficult to prosecute due to the underlying mechanisms available to suppress evidence. In this respect, whistleblowers come in handy. Rather than taking part in the actual misconduct, some individuals in the corporate setting will be enticed to report misconduct subject to the rewards availed. However, caution should be prioritized to avoid faked whistleblowing intended to collect the offered benefits. In general, high rewards will create an incentive for whistleblowers to expose business and corporate misconduct in the economy. Encouraging whistleblowing will undoubtedly have its negative consequences, but the benefits stand a better a chance to outweigh the negatives. To start with, promoting whistleblowing will force business players to adhere and comply with the relevant laws, rules, and regulations (Vandekerckhove 156). In the process, employer-employee relations will move towards enhanced trust and loyalty. In essence, whistleblowing will encourage both employers and employees to follow ethical codes of conduct. Speculating a culture of suspicion and distrust is only probable if misconduct is an underlying practice. Straight and ethical practices should not warrant fear or worry as far as whistleblowing is concerned. In this respect, whistleblowing will encourage trust, loyalty, and straightforwardness in the society. Amid this, the emergence of negatives cannot be ruled out. Whistleblowing could result in tense relations between employers and employees. In any setting where whistleblowing might occur , employees and employers should unite to do what is right, legal, and ethical. Even though the number of pursued whistleblowing cases is significantly low, the need to make penalties stricter is critical. To start with, increasing the penalty will act as deterrence for corporate misconduct (Richter and Frances 147). Persons intending to engage in any form of misconduct will have to come to

Practicum Learning Agreement Assignment Example | Topics and Well Written Essays - 250 words

Practicum Learning Agreement - Assignment Example Help student to under stand their professions this by motivating the students to solve most tasks and get new ideas of their professional activities through research, Help to solve emerging negative issues of different categories for example communities, groups and individuals. This is through the discussions exhibits where one gets to know the problems the society is facing; it helps create good relationships of different people at different levels. By understanding their way of reasoning, levels of work, their exposure to the new technology and their educational level, Enable one in exhibition. This will help curb the social problem through one on one insertion due to demonstration in discussion thus improving the society and find solutions to the problems faced due to more research and achieve the objectives. The knowledge that the student will get will enable the student to fit well in the marketing industry and to make him become successful in everything that he/she

Leadership Essay Example | Topics and Well Written Essays - 3000 words - 1

Leadership - Essay Example Overview of leadership context Leaders of today are important people in the decision-making process in order for an organization to function the fastest speed possible and compete effectively with its peers (Morrison, 2000). The quality of a leader can make or break an organization hence people should be very careful when searching for leaders in their organization (Carpenter, 2007). Kelly (2013) argues that top performing leaders are very creative and innovative and can be 13 times more likely to outperform their competitors in a fair competition. This is because they are very innovative and are more likely to devise ways and produce quality goods and services than their counterparts hence achieve satisfying financial indicators. Organizations that portray poor leadership quality always lag behind from their competitors leading to losses and lack of development. According to Eriksen (2009), leadership quality does not just affect the bottom line; it affects the employee retention an d engagement thus resulting to more competitiveness of a business. He further adds that organizations with higher quality leadership are likely to retain employees than their competition due to high understanding and respect they accord their workers. This is profitable for the business since there is a link between engagement and the retention of employees in the overall performance of the business. Passionate leadership are those who full energy to their works thus proactively makes value hence act with a sense of leadership required to move the organization forward (Masculli, 2011). A passionate leader is a very important person to the organization since they can easily inspire good work and performance from his followers. Quality of leadership and passion in leadership goes hand in hand and thus cannot be easily avoided separated in the context of a business (Story, 2004). Given the gravity and role that leaders play in these highly competitive environments, the leaders who can fully meet the needs of the organization are hard to find. The Human Resource professionals are the one who has expressed highest concern for the quality of leadership in their organizations they has a direct impact in their operations (Leslie et al, 2002). The majority of the HR professionals interviewed showed lack of confidence with their leaders with a mere 25% showing confidence and trust in the ability of their leaders. This means that majority of the organizations are missing a great opportunity in having a potent kind of leadership they require to propel them forward. Organizations experience various types of leadership in different capacities and the higher the level of leadership the more expectation required from him in terms of accountability and development qualities. On the global scope and in respect to HR professionals, leadership quality is rated highest in North America and lowest in Europe and Asia (Leslie et al, 2002). The recession of 2008/9 exposed most organiz ations and the quality of leadership they had due to the nature of their reactions in combating the effects of the global credit crunch as many of them were guilty of losing focus on talents. The fear of losing talents is making most of the organizations to fear losing employees for the future development of the organizations (Carter and Greer, 2013). Quality of leade

Mental Health And Community Care Social Work Essay

Mental Health And Community Care Social Work Essay In this report I will discuss Mental health and community care, I will look at the historical context of community care taking into consideration policies and that stemmed it and competing ideological perspectives that that has impacted on it. I will further look at its benefits and shortfalls since its implementation taking into accounts the impact of the 1990 NHS Community Care Act and current reforms. Finally I will discuss the process of poverty and social exclusion which affects some of these people who have been discharged home as a result. History of Community Care and Objectives Dobson (1998) stated that Care in the community represented the major political change in mental healthcare in the history of the National Health Service (NHS) It was the result both of social changes and political expediency and a movement away from the isolation of the mentally ill in old Victorian asylums towards their integration into the community (Goffman 1961). The aim was to normalise the mentally ill and to remove the stigma of a condition that is said to afflict one in four of the British population at some time in their lives. The main push towards community care as we know it today came in the 1950s and 1960s, an era which saw a sea change in attitude towards the treatment of the mentally ill and a rise in the patients rights movement, tied to civil rights campaigns. The 1959 Mental Health Act abolished the distinction between psychiatric and other hospitals and encouraged the development of community care. According to Goffman, (1961) historically, people who were designated as having a mental illness lived in confined institutional environments for years and had limited expectations for returning to the community. Community care is used to describe the various services available to help individuals manage their physical and mental health problems in the community which is the British policy for deinstitutionalisation. Duane (2003) defined deinstitutionalisation as process of replacing long-stay psychiatric hospitals with less isolated community mental health services for those diagnosed with mental disorder or developmental disability. These services include, for example, nursing or social work support, home help, day centres, counselling and supported accommodation. The Department of Health expresses the need to promote the development of a personal health plan of individuals, based on who they are, what they want and what their circumstances are. According to DoH, Health is linked to the way people live their lives and the opportunities available to choose health in the communities where they live. There have been major improvements in health and life expectancy over the last century and on the most basic measures, people are living longer than ever before (DoH report, 2005). Rogers A and Pilgrim D (2001) stated that the ideological commitment to community care was associated with vague idea of achieving an ideal society, prior to it being effected as a practical reality. Similarly Titmuss in the 1960s suggested that the notion of community care invented a sense of warmth and human kindness, essentially personal and comforting Titmuss (1968). This early positive view emphasised the idea of leaving the disabling environment of the institution behind and ushering in the enabling possibilities of ordinary living. According to Bulmer (1989), the first use of community care was in the part of mental health, as understanding developed of the negative consequences of institutionalizing mental patients in hospitals, and to discharge the ex-patients and mental handicap hospitals, and to discharge the ex-patients into the community, where they would live in hostel-type accommodation or in their own homes and be cared for by a mixture of professional and personal carers, particularly in day centres and by nursing staff on the one hand and by members of their own families on the other. Community care in the past has always been a mixed economy, financed by both the state and by user charges and provided by voluntary sector organization, commercial, for-profit organization, the state and the family. Alan Walker (1982, 1989) and Roy Parker (1990) have specifically addressed the problem of defining community care and have pointed out that it has been very easy for one persons community care to be anothers institutional care. Community care has been a mixture of policies. To the health service any provision outside the NHS equals community care, therefore institution run by local authorities constitute community care. The mixed economy of community care during the 1960s left wing academics, notably Peter Townsend (1962), made moving request for the deinstitutionalization of elderly and mentally ill people, whereas Titmuss (1968) has already sounded a note of caution when he referred to the way in which the term community care conjured up a sense of warmth and human kindness. All this assumed the main provider of community care to be the state. In some ways, the idea of community care in mental health ran counter to the dominate trend within the NHS after 1948, which until recently, was centralised and hospital-dominated. Bulmer (1989) similarly emphasised that in recent years community care has broad meaning including the goal of providing comprehensive outreach, day and residential services and support for ordinary facilities within the locality. In principal at least community care now extends to social inclusion and the promotion of assess to facilities used by other people living in the community and the right and responsibility of participation in local community acitivties. According to Pilgrim (2001) when the Labour government came to power in 1997, it announced the need for rapid reform of mental health services based on the impression or evidence that care in the community has failed. In 1998, the Health Secretary, Frank Dobson, stated that discharging people from institutions has brought benefits to some. But it has left many vulnerable patients to try and cope on their own. Others have been left to become a danger to themselves and a nuisance to others. A small but significant minority have become a danger to the public as well as themselves. Mind, along with many others, disagreed with the statement that community care had failed. These were based on concerns about control of risky behaviour which led to the spokes enquiry following the killing of a social worker (Isablel Shwartz) in 1984 by patient Sharon Campbell in Bexley Hospital. These were some of the limitations of care discovered and led to recommendation about post-discharge case management DHSS (1998). The report similarly noted the lack of any requirement on the part of services to identify vulnerable patients or provide individualised care plans, and for agencies with responsibilities for mental health to work together. The inquiry into the care of Christopher Clunis was also another reason why the community care needed a reform. Rogers and Pilgrim (2001) explained that inquiry examined the manner in which services failed to respond adequately to Christopher Clunis, a young black man With a diagnosis of paranoid schizophrenia who stabbed a stranger (Jonathan Zito) at Finsbury Park underground station. This highlighted a number of problems why the Labour government called for the reform of the community care policy because of the inadequate support for in the community with severe mental health problems. In 1999 The Government published the  National Service Framework [NSF] for mental health modern standards and service models for England. The NSF spelled out national standards for mental health services, what they aimed to achieve, how they should be developed and delivered, and how performance would be measured in every part of the country.(DoH Community care is the support by informal and formal carers of the elderly, the disabled and the mentally disordered groups in the community who are usually in their own homes rather than in institutions. According to Bulmer(1989)the ideas with which community care came about is due to the mixture of sociological propositions about the nature of modern community life, including personal ties between relative, friends, and neighbours. The Griffiths Report: Community Care: Agenda for Action Margaret Thatcher invited Sir Roy Griffiths to produce a report on the problems of the NHS. This report was influenced by the ideology of managerialism. That is it was influenced by the idea that problems could be solved by management. According to the report, Griffiths firmly believed that many of the problems facing the Welfare State were caused by the lack of strong effective leadership and management. Because of this previous work, which was greatly admired by the Prime Minister, Griffiths was asked to examine the whole system of community care. In 1988 he produced a report or a Green Paper called Community Care: Agenda for Action, also known as The Griffiths Report. Griffiths intended this plan to sort out the mess in no-mans land. That is the grey area between health and social services. This area included the long term or continuing care of dependent groups such as older people, disabled and the mentally ill. Basically he was saying that community care was not working because no one wanted to accept the responsibility for community care. Community Care: Agenda for Action made six key recommendations for action: Minister of State for Community Care to ensure implementation of the policy it required ministerial authority. Local Authorities should have key role in community care. i.e. Social Work / Services departments rather than Health have responsibility for long term and continuing care. Health Boards to have responsibility for primary and acute care. Specific grant from central government to fund development of community care. Specified what Social Service Departments should do: assess care needs of locality, set up mechanisms to assess care needs of individuals, on basis of needs design flexible packages of care to meet these needs Promote the use of the Independent sector: this was to be achieved by social work departments collaborating with and making maximum use of the voluntary and private sector of welfare. Social Services should be responsible for registration and inspection of all residential homes whether run by private organisations or the local authority. The majority of long term care was already being provided by Social Services, but Griffiths idea was to put community nursing staff under the control of local authority rather than Health Boards. This never actually happened. The Griffiths Report on Community Care seemed to back local government whereas, the health board reforms in the same period, actually strengthened central government control. rewor According to the Mind, In 1989 the government published its response to the Griffiths Report in the White Paper Caring for People. It set out a framework for changes to community care, which included a new funding structure for social care. This would mark the beginning of the purchaser/provider split whereby social services departments were encouraged to purchase services provided by the independent sector. The report promoted the development of domiciliary, day care and respite services to enable people to live as independently as possible in their own homes. Other objectives included quality initiatives around assessment of need and case management. Carers needs were addressed by prioritising practical support initiatives for them. The next decade saw a dramatic increase in the number of voluntary and private sector service providers. The impact of the community care reforms The community care reforms outlined in the 1990 Act have been in operation since April 1993 Glennester, (1996).They have been evaluated but no clear conclusions have been reached. A number of authors have been highly critical of the reforms. Hadley and Clough (1996) claim the reforms have created care in chaos (Hadley and Clough 1996) They claim the reforms have been inefficient, unresponsive, offering no choice or equity. Other authors however, are not quite so pessimistic. Means and Smith (1998) claim that the reforms: introduced a system that is no better than the previous more bureaucratic systems of resource allocation were an excellent idea, but received little understanding or commitment from social services as the lead agency in community care the enthusiasm of local authorities was undermined by vested professional interests, or the service legacy of the last forty years health services and social services workers have not worked well together and there have been few multidisciplinary assessments carried out in reality little collaboration took place except at senior management level the reforms have been undermined by chronic underfunding by central government the voluntary sector was the main beneficiary of this attempt to develop a mixed economy of care The Care Programme Approach (CPA ) According to Rogers and Pilgrim (2001) there was a light with the introduction of the Care Programme Approach in 2001. It introduced an attempt to improve and standardise the delivery of community care services. The CPA set out a practice framework for health authorities in England, giving guidance on how they should fulfil their duties as laid out in the National Health Service (NHS) and Community Care Act 1990. The programme contained four key elements namely, Arrangement for assessing the health and social needs of recipients of specialist mental health services, The regular use of care plan that identified which provider was responsible for different aspects of a persons care Key worker who would monitor and co-ordinate care for the individual Regular review and if appropriate changes to the care plan. Through the introduction of the CPA, patients identified at risk have been required to be kept on supervision register (DH, 1995). The idea was that all patients in contact with services would be subject to CPA but that some require greater scrutiny and service input. Pilgrim et al stated that the Labour government inherited this method in 1997 and continued to endorse it as the mainstay of good quality community-based management for people with mental health disorder, despite the concept of community care being problematic by health ministers and controversial cases such as that of Christopher Clunis. Social inclusion Social exclusion occurs when,  marginalised by society, people are not able  play a full and  equal part in their community.  Many people who experience mental distress experience stigma and discrimination, and live in poverty. They may find it hard to find adequate housing or access employment. The net result is that people can become seriously isolated and excluded from social and working life. Following the publication of the Social Exclusion Units (SEU) report into mental health and social exclusion, the National Institute for Mental Health in England (NIMHE) have been charged with implementing the 27 action points listed in the SEU report. NIMHE are working on a number of policy areas including employment, education, social networks, housing and homelessness, direct payments, income and benefits. (DoH 1998)