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Rebook

The term rebranding means the process of changing the corporate image of an organization. It is a marketing approach of providing new name, design, or symbol for the existing brand. The main idea behind rebranding is to form a different identity for an organization, its product or service. Rebranding is divided into two types, proactive and reactive. A business does proactive mostly when it realizes that there is a chance to innovate, grow, start a new business or enter a new market or to reconnect with buyers. On the other hand, reactive branding happens when the present brand has been changed or discontinued. It may occur due to mergers or acquisitions, negative publicity, legal issues, competition, or to form a unique niche. At some points, many organizations rebrand to beat their competitors and maintain or enter a new market segment. Reebok is one example of companies that have recently undergone some rebranding (Merrilees, & Miller, 2008). Reebok Brand Description and their Former Brand Image In February 2014, Reebok launched its new logo. The symbol resembles delta which reflected the change of the business to peoples' fitness. The three arms of the delta in the emblem represented physical, metal, and social health. The Reebok moreover promoted and embraced yoga, dance, and aerobics while abandoning pro-athletes. The Reebok statement related to its brand. As from 2006, the company faced several troubles spoiling its brand image (Dogiamis & Vijayashanker, 2009). The primary vector cover image of Reebok symbol was an image of scandals. In 2008, Reebok launched a new line of product EasyTone which failed to satisfy buyers. In 2011, the company paid a fine of 25 million dollars for a misleading advertisement. Consequently, in 2012 the two top Reebok executives involved in 125 million euros fraud. The negative image resulted in Adidas reporting 293 million dollars loss in 2012 (Merrilees, & Miller, 2008). Reasons for Reebok Rebranding and Reason for the Change Reebok Corporation was founded in 1890 by a shoemaker J. W. Foster in Lancashire. The investment development to feature among the producers of sports products and apparels. In 2005, Adidas Group acquired the business to help it compete Nike in the sports market. Adidas strategized towards rebranding the firm to settle its damaged reputation hence the CrossFit symbol (Fatma, 2018). The rebranding ended the Reebok lousy image like fraud and scandals which made it lose massive revenue. The rebranding also looks back in the 1980s when the corporation was leading in the “fitness revolution” which focused on the female body, spandex, and aerobic exercise. Since history repeats itself, the new fitness brand rejuvenated to boom once again. Moreover, the business entered a unique field without competition from Nike, Adidas, and Puma. The rebrand likewise aimed at delivering its promises to the buyers. Lastly, the fitness rebranding put Reebok in a strong position of penetrating the new markets (Fatma, 2018). Thorough Description of Reebok Rebranding on the Symbol, Product Line, and Market Segment Reebok rebranded by creating a new symbol, changing product line, and increasing the market niche. The new delta logo was closely related to the CrossFit which fits the new Reebok brand focus on fitness. The delta symbol sets dance, outdoor running, training, yoga, and aerobics. Secondly, the company changes in the product line. Primarily, Reebok was offering sports and garments to compete in the sports industry supplies. After rebranding to adapt to the modern fitness revolution, the firm became sole in its line of production towards fulfilling the promise of the physical, mental, and social well-being. The rebranding further saw the company penetration of new market segments. The fitness gadgets and training techniques focused buyers beyond sports fields. The new brand has included teenagers, retirees, veterans and pregnant women. The products would even sell in countries without sporting activities (Dogiamis & Vijayashanker, 2009). The Success of Reebok Rebranding with References After the rebranding, Reebok realized 500 million potential consumers. In 2014, it attracted a total of 365, 000 Twitter followers and 3,213,464 Facebook like to show its market demand. It made and ensured achievement of the fundamental promises of the CrossFit. The company recorded seven quarter of net sales growth which reversed the long-term loss trends. In the first quarter of 2013, it realized 13 percent increase in revenues. Since the license of the CrossFit trademark, the corporation training classes has almost doubled to comprise nearly 34% brand net sale (Carson & Cumber, 2013). Conclusion To summarize, it is evident that rebranding an organization, product or service is an intangible asset of a business. Changing brand is beyond the company’s logo itself but an image, reputation, and personality. As witnessed in the Reebok Corporations, CrossFit has done the business to grow a strong presence in the international market beyond sporting products. The rebranding saved the organization from the troubles of scandals and throat-neck competition. It made the company advances to realize more sales in its untapped market.

References Carson, C. M., & Cumber, C. J. (2013). Carson's Department Store: When to Stay and When to Go. Journal of the International Academy for Case Studies, 19(3), 65. Dogiamis, G., & Vijayashanker, N. (2009). Adidas: Sprinting Ahead of Nike. online)(cited 4th Feb 2012). Fatma, S. (2018). Brand Revitalization: Reconnecting Emotionally. In Driving Customer Appeal Through the Use of Emotional Branding (pp. 262-272). IGI Global. Merrilees, B., & Miller, D. (2008). Principles of corporate rebranding. european Journal of Marketing, 42(5/6), 537-552.

Social Stratification
The society today is divided based on various factors such as race, ethnicity, gender, skin color, religion, and sexual orientation among other things (Eagly & Sczesny, 2009). I was very young when I first realized that there was some form of ‘order’ in the social system, even though I did not understand the cause and the impact of this social system. When I was younger, one noticeable difference was between the men and the women. I grew up knowing that the men are the heads of the family. The men in most of the families I knew made all the major decisions and had to be consulted before any major changes were made in the household. Additionally, I was taught from a young age that my role as a woman was to perform home related roles while the men were to be the providers. These stereotypes about gender roles had a great impact on my childhood and the things that I wanted to do in life. Another social order that I learned from a young age was in relation to colorism. Since I was a child and somewhat in the present, people of lighter skin tones have had more social power than those with darker tones. As a girl with yellow skin tone, I believe that I have benefited from the skin color stereotypes that are mainly against the darker people. Lighter skin benefits a person when forming social relationships and somewhat in the professional world. Skin color affects people, especially those who want to work in the entertainment industry, where a person’s appearance has a direct impact on their possibility for success. I have tried to unlearn many stereotypes about gender roles that I have been taught by my parents and the society since childhood. For instance, I had a very specific understanding of the men’s masculinity and sexuality. The men are expected to embrace their masculine features and suppress any feminine characteristics or else be referred to as homosexuals (Banet-Weiser & Miltner, 2016). The homosexuality itself is connected to them in a derogatory manner, which is wrong. With time, I have learned that men can be men without having to suppress their feminine characteristics. For instance, a man can go out and get himself a pedicure, which is associated with femininity, without me doubting their masculinity. I managed to unlearn these toxic beliefs through reading cultural books that show the roots of these beliefs. I think I have been successful in unlearning most stereotypes but there is still many things to be unlearned. References Banet-Weiser, S., & Miltner, K. M. (2016). # MasculinitySoFragile: culture, structure, and networked misogyny. Feminist Media Studies, 16(1), 171-174. Eagly, A. H., & Sczesny, S. (2009). Stereotypes about women, men, and leaders: Have times changed?. American Psychological Association.

Date Rape
Alcoholism Use and Date Rape Alcohol use and date rape are intertwined. Date rape also referred to as acquaintance rape is associated with the effects of alcohol use by both the perpetrator and the victim. It is important to note that alcohol use in this case significantly increases the vulnerability of a victim to sexual assault. Fairweather et al. (2016) explain that 70% of women and 80% of men had been drinking when the sexual assault occurred. It is particularly hard to distinguish the effects of a date rape drug from those of alcohol. This makes it hard for the people to differentiate a couple that is reacting to alcohol or a potential victim of rape. Date rape and consumption of large amounts of liquor produce almost similar effects. The only way to distinguish between date rape drug and alcohol is for the accustomed drinker to consider how they feel when intoxicated. Any unexplained reactions to alcohol could mean that the date rape drug is involved. The methods to deal with the effects of alcohol and drug depend on the user. One of the key causes of hangovers or the effects of alcohol use and date rape drugs is dehydration (Fairweather et al., 2016). Drinking plenty of water reduces the time between processing of alcohol in the liver. This paper focuses on ways to deal with the effects of alcohol use and date rape drugs. Alcohol Use From the psychological point of view, drinking becomes a problem when there is an abuse of alcohol. It is therefore important for the drinker to assess the types and degrees of problems that the drinker has experienced. This initial assessment offers initial guidance to the victim of the date rape drug or alcohol use about what options are available to help motivate the victim to get treatment. There are several therapies to ease the effects of alcohol and date rape; firstly there is cognitive behavioural coping skills therapy. This refers to a treatment plan based on the notion that psychological problems arise as a result of how we interpret or evaluate situations, feelings as well as behaviours (McCrady, 2016). Drunk people and those on date rape tend to assume that someone is a willing sex partner especially their close acquaintances. In fact, such people are likely to interpret behaviours, dressing codes and body language as an invitation to have sex with these unsuspecting victims. Cognitive behavioural therapy provides an opportunity for cognitive restructuring. This involves how individuals evaluate and think about other people. Cognitive restricting identify negative thoughts or evaluations and modifies them. It is important to note that one of the leading causes of alcoholism is stress. Stress is depended on how an individual perceives situations. On date rape, cognitive restructuring allows an individual to gather evidence for and against certain thoughts. This way they can modify their behaviour and make better choices as far as behaviours are concerned (McCrady, 2016). In comparison groups with other forms of therapies, studies have shown that cognitive behavioural therapy approach scoop a total of 58% for patients faring on better than the others in different treatment forms (Friedman et al., 2016) Cognitive-behavioral coping skills therapy also activates behaviour. Alcoholism can lead to withdrawal and isolation from the things they enjoyed doing previously. Date rape is associated with depression and anxiousness (Friedman et al., 2016). Behavioral activation is a way to throw these individuals into their former lives before the effects of alcohol and date rape. It helps people become active in areas where they find pleasure and enjoyment. This connection with the environment and other people eases the effects of these drugs and helps in the healing process. Lastly, on cognitive behavioural coping skills therapy there is monitoring. This is very critical for both alcohol users and victims of date rape. Self-monitoring is the most basic behavioural coping strategy. In fact, this is at the core of all the cognitive behavioural coping skills strategies (Friedman et al., 2016). For alcoholics or victims of date rape to treat the effects of these drugs, they first have to accept that there is a problem. This awareness allows them to embrace healing and abstinence from such activities. Self-monitoring involves some steps all of which requires surveillance and regular checks on changes of behaviour to completely overcome the effects of alcohol use. Another method to deal with the effects of alcohol use and date rape is resolving ambivalence reasons for engaging in treatment and stopping alcohol or date rape use. This is achieved through motivational enhancement therapy. Alcohol and date rape arguably bring the user to the lowest points of their lives. The stress associated with alcoholism arises due to the feelings and emotions invoked by the inability of these people to completely relate to society as they did before (TeBockhorst et al., 2015). To ease this loneliness and assume their previous lives it is important that they are motivated to invoke these old emotions. Motivation gives clients or rather victims the hope that with the use of the suggested strategies that can resume their normal lives. Motivation enhancement therapy improves the engagement of the user with treatment. Motivational therapy, unlike cognitive therapy, reduces how much people abuse alcohol or consumes alcohol which predisposes them to date rape attacks. Alcohol and date rape effects include the isolation from sharing and rather shame when it comes to issues affecting them. To mitigate these effects, it is important that a user becomes affiliated with self-help groups or people they can share. This can be achieved through the twelve-step facilitation therapy. This is an active engagement therapy fashioned to help the users conform to group sessions in an attempt to promote healing through sharing and stories of abstinence. This process seeks to eliminate the guilt and shame. Alcoholism or date rape drug consumption is not the victim's fault. In fact, it is a progressive issue that they have no control of. This process helps them accept that their willpower alone is weak to overcome the problem. This is also a way for the members to surrender themselves to a group power. This is about becoming selfless and conforming to the laid out activities to help contain the effects. This is very important because it allows the user to develop a purpose and strengthen their willpower to help them abstain from drug and alcohol use. Through this process, the user also learns what these substances do and how they make their bodies react. This way they can easily identify suffering individuals in society. Lastly, alcoholism develops due to the fact that users do not understand why they would want to harm themselves. In other words, it is lack of knowledge and a sense of self-worth. It is therefore important to help them develop this sense of worth and importance. Psychotherapy allows easing the effects of alcohol use by delving on the reasons why a person abuses alcohol and how much harm they can cause themselves (Conn, 2017). Psychotherapy provides relief through discussions with the clients and arriving at conclusions with their input. In the case, pf date rape and multifaceted alcoholism psychotherapy are employed to get to the root cause of the problem and resolve all of these problems in a comprehensive manner. Alcoholism and drug use like any other behaviour is believed to occur due to unresolved problems which may have begun early in life (Conn, 2017). This means that to deal with the effects of alcoholism one has to deal with the causes of the problem before coming to treat the effects of the drug or dependency. This is important to ensure that a victim does not go back to their old ways after a therapy session or when they encounter another stressing situation in their life. Conclusion In conclusion, alcohol impairs judgment. It also has the potential to attract a user to other drugs. This means that it eliminates focus and attention to the principles of an individual by installing temporary decisions for them. Date rape drug use is associated with alcoholism. It is very easy to get spiked or spike someone during a drinking spree. The effects of these drugs are coumaflage as the effects of alcohol and can lead to sexual assaults and preventable lawsuits. To curb and mitigate the effects of these two substances it is important that therapeutic measures are put into place. These measures include cognitive and motivational therapies, brief interventions as well as the 12 step facilitation therapy which brings victims back to society.

References Conn, H. H. (2017). Stigmatization of Psychological Disorders: Post-Traumatic Stress Disorder and Alcohol Use Disorder. Southeastern Louisiana University. Retrieved from http://search.proquest.com/openview/faa3adcfed0d8b07c7bc69a7f0149b9c/1?pq-origsite=gscholar&cbl=18750&diss=y Fairweather, A., Kingston, D. A., & Lalumière, M. L. (2016). Nudity as a disinhibiting cue in a date rape analogue. Archives of sexual behavior, 45(4), 821-828. Retrieved from https://link.springer.com/article/10.1007/s10508-015-0633-y Friedman, E. S., Koenig, A. M., & Thase, M. E. (2016). Cognitive and behavioral therapies. In The medical basis of psychiatry (pp. 781-798). Springer, New York, NY. Retrieved from https://link.springer.com/chapter/10.1007/978-1-4939-2528-5_35 McCrady, B. S. (2017). Alcohol Use Disorders: Treatment and Mechanisms of Change. Treatments for Psychological Problems and Syndromes, 235. Retrieved from https://books.google.com/books?hl=en&lr=&id=9e5WDgAAQBAJ&oi=fnd&pg=PA235&dq=Cognitive+behavior+therapy+coping+skills+alcoholism&ots=wHj3ch-RMA&sig=VArhewJH_TaBRGw8GHhY-hxu4G8 TeBockhorst, S. F., O'halloran, M. S., & Nyline, B. N. (2015). Tonic immobility among survivors of sexual assault. Psychological trauma: theory, research, practice, and policy, 7(2), 171. Retrieved from http://psycnet.apa.org/journals/tra/7/2/171/