Chronic Kidney Disease ( Ckd ) Essay - 1145 Words

Chronic Kidney Disease (CKD) It is common to encounter patients with Chronic Kidney Disease (CKD), most likely occuring with other comorbidities, such as diabetes mellitus and hypertension. As nurses, providing a plan of care to prevent acute illness is imperative in the disease management of patients. Additionally, it is important in instilling a learning relationship with the patient with regards to knowing their current lifestyle, medications, and stage in the disease. For example, I have had frequent encounters in the ER triage where I ask about the medications which my patients are currently taking and there is a surprising number of patients (and families) who are oblivious of the indications and side effects of their medications. Informing the prescriber that they are taking a â€Å"big, white and blue capsule for my kidneys† is a recognizable knowledge deficit in the disease management for many of these patients. Furthermore, providing a productive interaction with th e patient (and their partners or families, if applicable) in progressing towards a realistic transition in CKD disease management is a goal that can truly help patients in learning about the disease. Etiology and Risk Factors There are several causes for the progression of CKD. The most common causes are individuals with high blood pressure, diabetes mellitus, cardiovascular disease, the elderly, and family members with CKD (Travagim, de Oliveira Oller, de Oliveira, Kusumota, 2016, p. 3362). OtherShow MoreRelatedChronic Kidney Disease ( Ckd )1720 Words   |  7 PagesIntroduction 1.1 Chronic kidney disease Chronic kidney disease (CKD) is global health problem with increasing incidence and economic burden every year. CKD is defined as decreased in glomerular filtration rate with albuminuria (Jha et al., 2013). Jha et al., 2013 estimate that the worldwide prevalence of CKD is 8-16% with higher incidence among poorer populations. Among the whole world countries, the highest end stage renal disease prevalence is in Taiwan (Chan et al., 2014). Diabetes mellitus isRead MoreChronic Kidney Disease ( Ckd )1915 Words   |  8 PagesIntroduction: Chronic kidney disease (CKD) is a condition when the function of kidney goes down progressively. This decrease of kidney function leads to renal failure which requires dialysis and transplantation. There are five stages of CKD. Each level reflects the damage of kidney and estimate the kidney function. The glomerular filltratior rate (GFR) is the basic of determination the stage. In stage 3, patients are treated to slow down the drop of kidney function. In the US, 13% of general populationRead MoreThe Disease And Chronic Kidney Disease ( Ckd )1679 Words   |  7 Pagesrelated to End Stage Renal Disease and Chronic Kidney Disease (CKD), an alarming statistic was found. Since 1990, kidney failure cases have more than tripled in the United States and are likely to increase due to the aging population and higher prevalence of conditions such as diabetes and hypertension; both of which are risk factors for CKD (CDC, 2014). According to the Centers for Disease Control and Prevention (CDC), diabetes and hypertension are the leading causes of kidney failure in the UnitedRead MoreThe Problem Of Problem With Ckd Chronic Kidney Disease984 Words   |  4 Pagesstage 3 renal failure, also known as CKD Chronic Kidney Disease. There is no cure for this disorder, all that can be done is to take measures to slow the progression. The Center for Disease Control has ranked CKD as the 9th leading cause of death. According to the National Kidney Foundation, 1:3 adults are at risk for CKD and 26 million have it but do not know it. Normally, people are born with two kidneys but it is possible to live with only one. The kidneys regulate body fluid levels, filterRead MoreA Short Note On Chronic Kidney Disease ( Ckd )2862 Words   |  12 PagesCHAPTER 1 Introduction Chronic Kidney Disease (CKD) is emerging as a major challenge for the global health-care systems with increasing life-expectancy and rising rates of obesity, diabetes and hypertension (1). Not surprisingly, the incidence-rates of End-stage Kidney Disease (ESKD) have been rising world-wide with rates ranging from 12 to 455 per million population (pmp) (1). ESKD affects 107 individuals per million population in the United Kingdom (2). Although the incidence-rates have beenRead MoreAnemi Common Systemic Consequence Of Chronic Kidney Disease ( Ckd )1153 Words   |  5 PagesAnemia: Anemia is a common systemic consequence of chronic kidney disease (CKD) (Shemin, 2014). An individual who has a hemoglobin (Hgb) that is less than 11.0g/dL, is considered anemic (Shemin, 2014). As CKD continues to become worse, the individual is at higher risk for developing anemia. More than 40% of patients in stage V CKD develop anemia (Shemin, 2014). CKD leads to anemia due to a decrease or deficit in the production of erythropoietin (EPO) (Shemin, 2014). Bone marrow receptors areRead MoreChronic Kidney Disease ( Ckd )1630 Words   |  7 PagesChronic kidney disease (CKD) affects 10% of the adult population and this number is trending upward due to increasing prevalence of diabetes, hypertension and obesity (Lopez-Vargas et al., 2013). Individuals with CKD are required to invest immense time and effort into managing their health such as, attending appointments, modifying their diet, and managing their medications. This can have a great impact on all aspects of people s lives physically / mentally / socially. This essay will analyse theRead MoreChronic Kidney Disease : Diagnosis, Treatment, And Lifestyle1147 Words   |  5 PagesChronic Kidney Disease: Diagnosis, Treatment, and Lifestyle Recommendations Janelle Giggey Nur6531 Walden University August 2, 2015 Chronic kidney disease (CKD) is a condition characterized by a gradual loss of kidney function over time (kidney.org, 2015). Renal failure is a complex and challenging health issue that demands the involvement of both specialists and primary care providers (Buttaro, Trybulski, Polgar, Bailey, Sandberg-Cook, 2013). In this paper I will discuss what chronicRead MoreHow Does Chronic Kidney Disease Affect the Level of Organization?1747 Words   |  7 PagesHOW DOES DISEASE AFFECT THE LEVEL OF ORGANIZATION? * THE KIDNEY There are two kidneys, each about the size of a fist, located on either side of the spine at the lowest level of the rib cage. Each kidney contains up to a million functioning units called nephrons. A nephron consists of a filtering unit of tiny blood vessels called a glomerulus attached to a tubule. When blood enters the glomerulus, it is filtered and the remaining fluid then passes along the tubule. In the tubule, chemicals andRead MoreThe Problem Of Chronic Kidney Disease1490 Words   |  6 Pagesthe onslaught of chronic diseases that accompany the aging process. To combat this impending health care shift, health care is being transformed from the traditional hospital setting to more community based and long term, health care treatments/solutions. One of these diseases that plague older adults and impose a burden for the health care system is chronic kidney failure. Headley (2014), explains that chronic kidney disease (CKD) involves a progressive, irreversible loss of kidney fun ction (p. 1107)

Societys Fate in Brave New World by Aldous Huxley

Society’s Fate â€Å"It has become appallingly obvious that our technology has exceeded our humanity† (Albert Einstein). Although the future remains difficult to predict, some ideas develop the undeniable fate of society. Throughout Brave New World, Aldous Huxley explains predictions for the future of society. The story begins by introducing Bernard Marx and his discovery of John, and his mother Linda on the reservation. This unfolds into John realizing the degree to which society has stripped their humanity. The emotionless society that Huxley displays depicts the nearing future of society. Although the future will introduce many useful tools for society, the damage done to society and personality is inevitable. Huxley’s predictions about the future focus mainly on the dealing with suffering, questioning true freedom, and perversion of spirituality. Humanity deals with suffering in many ways, and many reveal damaging side effects. Just as in today’s world, suffering in many cases leads to abuse of alcohol and drugs. More specifically in Brave New World soma offers all the advantages of Christianity and alcohol; none of their defects (Huxley 54). Although soma lacks the apparent side effects of drugs and alcohol, if analyzed properly soma only offers â€Å"advantages† to the authority controlling the people due to the ability of numbing society. Also, Huxley utilizes the comparison to â€Å"Christianity and alcohol† displaying irony due to the fact that Christianity involves the soulShow MoreRelatedA Brave New World by Aldous Huxley1756 Words   |  7 PagesAldous Huxley is best known for his novel Brave New World, which depicts a post-industrial revolution utopia. Huxley greatly feared the ramifications to an industrialized world run by consumer capitalism, which is displayed in Brave New World. The governm ent within the novel focuses solely on the bettering of technology and not scientific exploration and experimentation. The society’s values lie in instant gratification and constant happiness. The utopia is maintained through the means of drugs,Read MoreBrave New World As A Dystopian Society1139 Words   |  5 PagesBrave New World was written by Aldous Huxley in 1932. The novel was originally published in 1932 to Harper and Brothers, Publishers and copyrighted the same year. The novel is a dystopian science fiction and is 259 pages. The story creates an industrious view of society that is draws from the rise in mass production at the time it was written. These factors set up the basis of the dystopian society created by Huxley. Brave New World is set in London, World State or the United Kingdom, in the yearRead MoreThe Dystopian Society of Brave New World by Aldous Huxley1176 Words   |  5 Pagesimaginary, imperfect place where those who dwell are faced with terrible circumstances. The novel Brave New World by Aldous Huxley illustrates the concept of a dystopia. A utopia is an ideal place where everything is perfect, but in the novel, it becomes apparent that the author is trying to demonstrate the negative effects on a society when it attempts to become an unreachable utopian society. Brave New World is seen as a dystopia for many reasons, as citizens are deprived of freedom, programmed to beRead MoreAldous Huxley s Brave New World1881 Words   |  8 PagesThe satirical world that Aldous Huxley curates in Brave New World possesses a futuristic society that the culture of today has yet to reach. Within Huxley’s novel, the residents of London devote themselves to the World State and live by the i nfamous motto: â€Å"Community, Identity, Stability† (3). They pride in sexual activity and view themselves superior to other regions of the world. They travel to savage reservations, such as Malpais, for vacations and romantic getaways to observe the savage peopleRead MoreEssay on The Rocky Horror Picture Show1654 Words   |  7 Pageslove scenes made a few laugh, a few cry, and left many disgusted. Yet just how many sweet transvestites could there be in the world; certainly Aldous Huxleys Brave New Worlds idealized social and sexual interaction could have influenced this Transelvanian utopia, however odd it may seem. Also, the more we document the differences between Huxleys creation and our world, be it in entertainment or real life the more similarities stand out. In regards to social interaction Huxleys ideas coincideRead MoreBrave New World By Aldous Huxley1293 Words   |  6 PagesIn Brave New World by Aldous Huxley, John’s identities are influenced by two opposite societies, and even though he tries to prove his manhood and change the framework of brave new world, he can’t gain real acceptance from anywhere. John’s mother, Linda, is from the brave new world but gave birth to him in the savage reservation and her different behaviors based on the framework of the brave new world caused John’s isolation in the savage reservation. John decides to move to the brave new world andRead MoreJohns Character Development A Brave New World1394 Words   |  6 PagesIn Brave New World by Aldous Huxley, John’s identities are influenced by two opposite societies, and even though he tries to prove his manhood and change the framework of brave new world, he can’t gain real acceptance from anywhere. John’s mother, Linda, is from the brave new world but gave birth to him in the savage reservation and her different behaviors based on the framework of the brave new world caused John’s isolation in the savag e reservation. John decides to move to the brave new world andRead MoreThe Handmaids Tale By Margaret Atwood And Brave New World1498 Words   |  6 Pages The Handmaids tale by Margaret Atwood and Brave New World by Aldous Huxley are both dystopian fiction novels. In both novels all the aspects of society are controlled by the government. In Brave New World Characters in the novel are kept happy through drugs and society’s roles are determined depending on the genetics and lack of education. However in Handmaids Tale characters are controlled by secret police and very strict social rules and societal roles are determined by your lack of reproductiveRead MoreEssay on Aldous Huxleys Brave New World1949 Words   |  8 Pagesof the savage reservation in New Mexico. Despite not being introduced until Chapter 7, John is seen as the centralizing character of the novel. Unlike the rest of his community, he is educated. When Lenina and Bernard come across John during their trip, they soon realize John’s biological father is the Director, Thomas. Once reaffirming this, Bernard and Lenina offer to bring John and Linda back to the World State. Hoping to connect better to the people in the World State, John gladly accepts. ItRead MoreCompare And Contrast Invisible Man And Brave New World1215 Words   |  5 PagesIn H. G. Wells book The Invisible Man, and Aldous Huxley’s Brave New World, a social struggle between the mainstream society and a character estranged from the established normal behavior of the masses of people in these novels exists. While the main characters in both of these books are different from society for entirely different reasons, analyzing these novels using marxist criticism exemplifies just how similar the societies and main characters really are. First and foremost the characters

ESPN Free Essays

Company Culture and Environment When employees arrive to work at their Bristol, Connecticut Headquarters, they are greeted only by a small, unassuming sign that says, â€Å"Welcome to ESPN. † In a calculated and understated way, this sign is representative of the culture that pervades throughout the organization. Simply stated, ESPN, the company is about the fans and the sports, not ESPN. We will write a custom essay sample on ESPN or any similar topic only for you Order Now This statement offers a preview of sorts to a culture at ESPN that truly goes the extra mile in emphasizing customer satisfaction by offering its programming thru state-of the art program offerings thru multiple channels. A brand promise sums up the essence and meaning of a brand and how the brand connects to its consumers. ESPN’s promise of delivering â€Å"Sports, with Authority and Personality,† clearly outlines what they do, how they do it and what differentiates them from their competition. With respect to Sports, ESPN connects to its fans through many platforms, including multiple television and radio programs, internet applications including television online, restaurants, and numerous mobile applications. In doing so ESPN strives to consistently deliver unmatched quality that is strengthened by leadership and innovation. As an Authority in sports programming, ESPN emphasizes integrity, authenticity and expertise that is unparalleled in the industry. Regarding Personality, ESPN emphasizes throughout its organization, the effective use of humor, passion and community by expressing their affinity for its fans regardless of origin. While the brand promise of ESPN is certainly evident throughout all of its programming through all of its delivery channels, it is its hiring practices that appear to give the most obvious credence to the company living up to this promise. From its inception ESPN maintained a policy of hiring employees that were/are first and foremost sports fanatics. ESPN saw sees this as a critical factor in having its employees display the level of enthusiasm and knowledge that it wanted to promote and display its brand promise. They also see this as an equalizer of sorts whereby everyone who views ESPN, regardless of race, color education could relate with one another. Anthony Smith, a management consultant who has worked with ESPN for over 20 years and author of ESPN; The Company, sums up the environment and culture at ESPN best when he wrote; â€Å"I can think of few other companies that do as good a job of creating an atmosphere of fun and excitement for its people and its customers – maybe Southwest Airlines in the airline industry, Starbucks in the consumer goods space, or Apple and Google in high-tech. But it’s hard to surpass ESPN. † (Smith, P. xxiii, ESPN; The Company. ) This information, combined with information gathered through direct conversations with ESPN Marketing employees would strongly indicate that ESPN has done an outstanding job of entrenching its brand promise both internally amongst its work-force and externally through its broadly scoped programming. From an internal branding perspective ESPN appears to have achieved what all companies strive for; to entrench its vision and culture that pervades throughout everything it does. How to cite ESPN, Papers Espn Free Essays string(109) " the most listened to online sports destination, boasting live streaming and 32 original podcasts each week\." COMPANY Case ESPN: The Evolution of an Entertainment Brand In the 2004 movie Anchorman character Ron Burgundy ( Will Ferrell) auditions for a position on SportsCenter with the very new and lit-tle known network, ESPN ( Entertainment and Sports Programming Network). The year was 1979. After pronouncing the name of the network â€Å" Espen,† he then is shocked to find out that ESPN is a round- the- clock sports network. We will write a custom essay sample on Espn or any similar topic only for you Order Now Through his laughter, he asserts that the concept is as ridiculous as a 24- hour cooking network or an all- music channel. â€Å" Seriously,† he shouts. This thing is going to be a financial and cultural disaster. SportsCenter . . . that’s just dumb! † While this comical sketch is fictitious, when a young college graduate named George Bodenheimer took a job in the mailroom at ESPN it 1981, it was for real. Today, Mr. Bodenheimer is president of the network that has become one of the biggest franchises in sports, not to mention one of the most successful and envied brands in the entertainment world. As a cable network, ESPN commands $ 2. 91 from cable operators for each subscriber every month. Compare that to $ 1. 7 for Fox Sports, 89 cents for TNT, and only 40 cents for CNN. The core ESPN channel alone is currently in more than 96 million homes. With that kind of premium power, it’s no wonder that ESPN shocked the world in 2006 by becoming the first cable network to land the coveted TV contract for Monday Night Football, which went on to become the highest rated cable series ever. But even with its three sibling channels ( ESPN2, ESPNEWS, and ESPN Classic), the ESPN cable network is only one piece of a bigger brand puzzle that has become Bodenheimer’s $ 6 billion sports empire. Through very savvy strategic planning, Bodenheimer is realizing his vision of taking quality sports content across the widest possible collection of media assets to reach sports fans wherever they may be. Employing a hands- off management style, Bodenheimer has cultivated a brand that is brash, tech savvy, cre-ative, and innovative. He tells employees that ESPN belongs to all of them. He gives them the freedom to come up with their own ideas and push them forward. His only rule is that every new ideaand push them forward. His only rule is that every new idea must focus on fulfilling ESPN’s mission of reaching sports fans and making them happy. In the process, ESPN has become as recog-nized and revered by its customers as other megabrands such as Tide, Nike, and Coca- Cola are to theirs. Bodenheimer’s career- spanning dedication has grown ESPN to well over 50 businesses. The all- sports network has become a truly multiplatform brand, a rarity for any TV network. This growth has given ESPN tremendous reach. ESPN. com alone reaches 22. 4 million viewers a week. But even more stunning is the fact that during any seven- day period, 120 million people ages 12 to 64 interact with some ESPN medium. Here’s a rundown of ESPN’s portfolio of brands: Television: ESPN has sprawled into six cable channels and other TV divisions that give it both a local ( ESPN Regional Television) and global ( ESPN International and ESPN Deportes) presence. It was one of the first networks to break new ground in HDTV with simulcast service for ESPN and ESPN2 and it still maintains the most HD programming content and highest level of HD viewership in sports. Cable operators and viewers alike consistently rank ESPN, ESPN2 and ESPN Classic above all other channels with respect to perceived value and programming quality. But perhaps one of the most innovative moves in all of tel-evision sports occurred in 2003, when ESPN content was inte-grated into its sibling network ABC. ESPN on ABC is now the home for the NBA Finals, NASCAR, NCAA football, NCAA bas-ketball, World Cup Soccer, British Open, and the IndyCar Series. Although ESPN has numerous cable channel brands, one program stands out as a brand in its own right. SportsCenter was ESPN’s first program. And with as many as 93 million view-ers each month, it remains the network’s flagship studio show. SportsCenter is the only nightly, full- hour sports news program. And whereas, in the past, ESPN has rebroadcast taped episodes of SportsCenter during the day, a new schedule incorporating nine straight hours of live SportsCenter everyday from 6 a. m. to 3 p. m. will begin in the fall of 2008. Outside the United States, ESPN airs 14 local versions of SportsCenter broadcast in eight languages. Radio: Whereas many radio formats are suffering, sports radio is thriving. And ESPN Radio is the nation’s largest sports radio network with 750 U. S. affiliates and more than 335 full- time stations. In addition to college and major league sports events, the network broadcasts syndicated sports talk shows, providing more than 9,000 hours of content annually. Publishing: ESPN The Magazine launched in 1998 and immedi-ately began carving out market share with its bold look, bright col-ors, and unconventional type, a combination consistent with its content. With the dominance of Sports Illustrated, many didn’t give ESPN’s magazine enture much of a chance. Within its first year, ESPN The Magazine was circulating 800,000 copies. Today, that number has ballooned two- and- a- half times to 2 million, whereas Sports Illustrated has remained at a stagnant 3. 3 million. At the same time, ESPN is making headway into one of the oldest of all media: books. Although ESPN Books is still waiting for a megaseller, because of the cross- marketing opportun ities with the other arms of ESPN, this small division has consider-able marketing clout in a struggling industry. If they didn’t have the TV stuff and everything else, they’d be as hard-pressed as other publishers to make these books into major events,† said Rick Wolff, executive editor at Warner Books. Internet: ESPN. com is the leading sports Web site, and ESPNRadio. com is the most listened to online sports destination, boasting live streaming and 32 original podcasts each week. You read "Espn" in category "Papers" But the rising star in ESPN’s online portfolio is ESPN360. com, a subscription- based broadband offering that delivers high-quality, customized, on- demand video content. Not only can fans access content carried on ESPN’s other networks, but they also get exclusive content and sports video games. For the true sports fan, there’s nothing like it— it allows viewers to watch up to six different events at the same time choosing from live events for all major professional and college sports. Since ESPN360. com began service in 2006, this broadband effort has doubled its distribution and now reaches 20 million homes. Beyond working through its own Web sites, ESPN is exploring the limits of the Internet through an open distribu-tion venture with AOL. By providing ESPN content via a branded ESPN video player in AOL’s portal, viewers have more access to ESPN’s content. But advertisers also benefit from a larger online audience than ever before. Mobile: In 2005, ESPN ventured in to one of its trickiest and riskiest brand extensions to date. Mobile ESPN was designed as ESPN’s own cell phone network, putting content into sports fans’ pockets 24/ 7. But after a year, the venture was far from breaking even and ESPN shut it down. However, even though Mobile ESPN is down, it’s not out. ESPN has capitalized on the lessons learned and started over with a different strategy. Today, ESPN provides real- time scores, stats, news, highlights, and even programming through every major U. S. carrier, with premium content available through Verizon Wireless and Qualcomm. Mobile ESPN also reaches an international audience of mobile customers through more than 35 international carriers. ESPN’s mission with its mobile venture is to â€Å" serve the sports fan any time, anywhere, and from any device. In fall 2007, it reached a major milestone in that goal when more people sought NFL content from its mobile- phone Web site than from its PC Web site. â€Å" We’re having extraordinary growth on ESPN. com’s NFL pages, but we’re also seeing extraordinary usage with mobile devices as well,† said Ed Erhardt, president of ESPN Sports customer marketing and sales. Mr. Erhardt sees great potential in mobile, saying that it is â€Å" a big part of the fut ure as it relates to how fans are going to consume sports. Bodehnheimer and his team see no limit to how far they can take the ESPN brand. In addition to the above ventures, ESPN extends its reach through event management ( X Games, Winter X Games, ESPN Outdoors Bass), consumer products ( CDs, DVDs, ESPN Video Games, ESPN Golf Schools), and even a chain of ESPN Zone restaurants and SportsCenter Studio stores. ESPN content is now reaching viewers through agencies that place it in airports and on planes, in health clubs, and even in gas stations. â€Å" Now you’re not going to be bored when you fill up your tank. It gives new meaning to pulling into a full- service station,† says Bodenheimer. â€Å" I’ve been on flights where people are watching our content and don’t want to get off the flight. † A powerful media brand results not only in direct revenues from selling products but also in advertising revenues. Advertising accounts for about 40 percent of ESPN’s overall revenues. With so many ways to reach the customer, ESPN offers very creative and flexible package deals for any marketer trying to reach the cov-eted and illusive 18– 34 year old male demographic. Nobody attracts more men than we do,† asserts Bodenheimer. â€Å" We’ve got a product and we know how to cater to advertisers’ needs. The merchandising opportunities we provide, whether it’s work-ing with Home Depot, Wal- Mart, or Dick’s Sporting Goods, we want to partner if you want young men. † As amazing as the ESPN brand portfolio is, it is even more amazing when you consider that it is part of the mammoth ABC portfolio, which in turn is a part of The Walt Disney Company portfolio. However, it is no small piece of the Disney pie. ESPN revenues alone accounted for about 18 percent of Disney’s total in 2007. Since obtaining ESPN as part of the 1995 ABC acquisi-tion, because ESPN has delivered on the numbers, Disney has allowed ESPN to do pretty much whatever it wants to do. Just a few years after the acquisition, Disney’s then- CEO Michael Eisner told investors, â€Å" We bought ABC media network and ESPN for $ 19 billion in 1995. ESPN is worth substantially more than we paid for the entire acquisition. And Disney leverages that value every way that it can, from Mouse House advertising package deals to conditionally attaching its cable channels to the ESPN networks through cable operators. Questions for Discussion 1. In a succinct manner, describe what the ESPN brand means to consumers. 2. What is ESPN selling? Discuss this in terms of the core bene-fit, actual product, and augmented product levels of ESPN. 3. Does ESPN have strong brand equity? Ho w does its brand equity relate to its brand value? . Cite as many examples as you can of co- branding efforts involving the ESPN brand. For each of these cases, what are the benefits and possible risks to ESPN? 5. Analyze EPSN according to the brand development strategies from the text. What have they done in the past? What would you recommend to ESPN for future brand development? Sources: Alice Cuneo, â€Å" More Football Fans Hit ESPN’s Mobile Site Than Its PC Pages,† Advertising Age, January 7, 2008, p. 7; Mike Shields, â€Å" ESPN, AOL Strike Web Video Deal,† Brandweek, April 8, 2008, accessed online at www. brandweek. com; Andrew Hampp, â€Å" ESPN Makes Jump to Major League,† Advertising Age, May 14, 2007, p. 32; Ronald Grover, â€Å" Comcast’s C- TV: Channeling Disney,† BusinessWeek. com, December 1, 2006; Jeffrey Trachtenberg, â€Å" ESPN’s Next Hurdle: Selling Its Audience on Books,† Wall Street Journal, February 13, 2 007; Jason Brown, â€Å" Out- of- Home TV Ads Finally Coming of Age,† Television Week, January 28, 2008, p. 12; also see www. espnmediazone. com. How to cite Espn, Papers Espn Free Essays string(109) " the most listened to online sports destination, boasting live streaming and 32 original podcasts each week\." COMPANY Case ESPN: The Evolution of an Entertainment Brand In the 2004 movie Anchorman character Ron Burgundy ( Will Ferrell) auditions for a position on SportsCenter with the very new and lit-tle known network, ESPN ( Entertainment and Sports Programming Network). The year was 1979. After pronouncing the name of the network â€Å" Espen,† he then is shocked to find out that ESPN is a round- the- clock sports network. We will write a custom essay sample on Espn or any similar topic only for you Order Now Through his laughter, he asserts that the concept is as ridiculous as a 24- hour cooking network or an all- music channel. â€Å" Seriously,† he shouts. This thing is going to be a financial and cultural disaster. SportsCenter . . . that’s just dumb! † While this comical sketch is fictitious, when a young college graduate named George Bodenheimer took a job in the mailroom at ESPN it 1981, it was for real. Today, Mr. Bodenheimer is president of the network that has become one of the biggest franchises in sports, not to mention one of the most successful and envied brands in the entertainment world. As a cable network, ESPN commands $ 2. 91 from cable operators for each subscriber every month. Compare that to $ 1. 7 for Fox Sports, 89 cents for TNT, and only 40 cents for CNN. The core ESPN channel alone is currently in more than 96 million homes. With that kind of premium power, it’s no wonder that ESPN shocked the world in 2006 by becoming the first cable network to land the coveted TV contract for Monday Night Football, which went on to become the highest rated cable series ever. But even with its three sibling channels ( ESPN2, ESPNEWS, and ESPN Classic), the ESPN cable network is only one piece of a bigger brand puzzle that has become Bodenheimer’s $ 6 billion sports empire. Through very savvy strategic planning, Bodenheimer is realizing his vision of taking quality sports content across the widest possible collection of media assets to reach sports fans wherever they may be. Employing a hands- off management style, Bodenheimer has cultivated a brand that is brash, tech savvy, cre-ative, and innovative. He tells employees that ESPN belongs to all of them. He gives them the freedom to come up with their own ideas and push them forward. His only rule is that every new ideaand push them forward. His only rule is that every new idea must focus on fulfilling ESPN’s mission of reaching sports fans and making them happy. In the process, ESPN has become as recog-nized and revered by its customers as other megabrands such as Tide, Nike, and Coca- Cola are to theirs. Bodenheimer’s career- spanning dedication has grown ESPN to well over 50 businesses. The all- sports network has become a truly multiplatform brand, a rarity for any TV network. This growth has given ESPN tremendous reach. ESPN. com alone reaches 22. 4 million viewers a week. But even more stunning is the fact that during any seven- day period, 120 million people ages 12 to 64 interact with some ESPN medium. Here’s a rundown of ESPN’s portfolio of brands: Television: ESPN has sprawled into six cable channels and other TV divisions that give it both a local ( ESPN Regional Television) and global ( ESPN International and ESPN Deportes) presence. It was one of the first networks to break new ground in HDTV with simulcast service for ESPN and ESPN2 and it still maintains the most HD programming content and highest level of HD viewership in sports. Cable operators and viewers alike consistently rank ESPN, ESPN2 and ESPN Classic above all other channels with respect to perceived value and programming quality. But perhaps one of the most innovative moves in all of tel-evision sports occurred in 2003, when ESPN content was inte-grated into its sibling network ABC. ESPN on ABC is now the home for the NBA Finals, NASCAR, NCAA football, NCAA bas-ketball, World Cup Soccer, British Open, and the IndyCar Series. Although ESPN has numerous cable channel brands, one program stands out as a brand in its own right. SportsCenter was ESPN’s first program. And with as many as 93 million view-ers each month, it remains the network’s flagship studio show. SportsCenter is the only nightly, full- hour sports news program. And whereas, in the past, ESPN has rebroadcast taped episodes of SportsCenter during the day, a new schedule incorporating nine straight hours of live SportsCenter everyday from 6 a. m. to 3 p. m. will begin in the fall of 2008. Outside the United States, ESPN airs 14 local versions of SportsCenter broadcast in eight languages. Radio: Whereas many radio formats are suffering, sports radio is thriving. And ESPN Radio is the nation’s largest sports radio network with 750 U. S. affiliates and more than 335 full- time stations. In addition to college and major league sports events, the network broadcasts syndicated sports talk shows, providing more than 9,000 hours of content annually. Publishing: ESPN The Magazine launched in 1998 and immedi-ately began carving out market share with its bold look, bright col-ors, and unconventional type, a combination consistent with its content. With the dominance of Sports Illustrated, many didn’t give ESPN’s magazine enture much of a chance. Within its first year, ESPN The Magazine was circulating 800,000 copies. Today, that number has ballooned two- and- a- half times to 2 million, whereas Sports Illustrated has remained at a stagnant 3. 3 million. At the same time, ESPN is making headway into one of the oldest of all media: books. Although ESPN Books is still waiting for a megaseller, because of the cross- marketing opportun ities with the other arms of ESPN, this small division has consider-able marketing clout in a struggling industry. If they didn’t have the TV stuff and everything else, they’d be as hard-pressed as other publishers to make these books into major events,† said Rick Wolff, executive editor at Warner Books. Internet: ESPN. com is the leading sports Web site, and ESPNRadio. com is the most listened to online sports destination, boasting live streaming and 32 original podcasts each week. You read "Espn" in category "Essay examples" But the rising star in ESPN’s online portfolio is ESPN360. com, a subscription- based broadband offering that delivers high-quality, customized, on- demand video content. Not only can fans access content carried on ESPN’s other networks, but they also get exclusive content and sports video games. For the true sports fan, there’s nothing like it— it allows viewers to watch up to six different events at the same time choosing from live events for all major professional and college sports. Since ESPN360. com began service in 2006, this broadband effort has doubled its distribution and now reaches 20 million homes. Beyond working through its own Web sites, ESPN is exploring the limits of the Internet through an open distribu-tion venture with AOL. By providing ESPN content via a branded ESPN video player in AOL’s portal, viewers have more access to ESPN’s content. But advertisers also benefit from a larger online audience than ever before. Mobile: In 2005, ESPN ventured in to one of its trickiest and riskiest brand extensions to date. Mobile ESPN was designed as ESPN’s own cell phone network, putting content into sports fans’ pockets 24/ 7. But after a year, the venture was far from breaking even and ESPN shut it down. However, even though Mobile ESPN is down, it’s not out. ESPN has capitalized on the lessons learned and started over with a different strategy. Today, ESPN provides real- time scores, stats, news, highlights, and even programming through every major U. S. carrier, with premium content available through Verizon Wireless and Qualcomm. Mobile ESPN also reaches an international audience of mobile customers through more than 35 international carriers. ESPN’s mission with its mobile venture is to â€Å" serve the sports fan any time, anywhere, and from any device. In fall 2007, it reached a major milestone in that goal when more people sought NFL content from its mobile- phone Web site than from its PC Web site. â€Å" We’re having extraordinary growth on ESPN. com’s NFL pages, but we’re also seeing extraordinary usage with mobile devices as well,† said Ed Erhardt, president of ESPN Sports customer marketing and sales. Mr. Erhardt sees great potential in mobile, saying that it is â€Å" a big part of the fut ure as it relates to how fans are going to consume sports. Bodehnheimer and his team see no limit to how far they can take the ESPN brand. In addition to the above ventures, ESPN extends its reach through event management ( X Games, Winter X Games, ESPN Outdoors Bass), consumer products ( CDs, DVDs, ESPN Video Games, ESPN Golf Schools), and even a chain of ESPN Zone restaurants and SportsCenter Studio stores. ESPN content is now reaching viewers through agencies that place it in airports and on planes, in health clubs, and even in gas stations. â€Å" Now you’re not going to be bored when you fill up your tank. It gives new meaning to pulling into a full- service station,† says Bodenheimer. â€Å" I’ve been on flights where people are watching our content and don’t want to get off the flight. † A powerful media brand results not only in direct revenues from selling products but also in advertising revenues. Advertising accounts for about 40 percent of ESPN’s overall revenues. With so many ways to reach the customer, ESPN offers very creative and flexible package deals for any marketer trying to reach the cov-eted and illusive 18– 34 year old male demographic. Nobody attracts more men than we do,† asserts Bodenheimer. â€Å" We’ve got a product and we know how to cater to advertisers’ needs. The merchandising opportunities we provide, whether it’s work-ing with Home Depot, Wal- Mart, or Dick’s Sporting Goods, we want to partner if you want young men. † As amazing as the ESPN brand portfolio is, it is even more amazing when you consider that it is part of the mammoth ABC portfolio, which in turn is a part of The Walt Disney Company portfolio. However, it is no small piece of the Disney pie. ESPN revenues alone accounted for about 18 percent of Disney’s total in 2007. Since obtaining ESPN as part of the 1995 ABC acquisi-tion, because ESPN has delivered on the numbers, Disney has allowed ESPN to do pretty much whatever it wants to do. Just a few years after the acquisition, Disney’s then- CEO Michael Eisner told investors, â€Å" We bought ABC media network and ESPN for $ 19 billion in 1995. ESPN is worth substantially more than we paid for the entire acquisition. And Disney leverages that value every way that it can, from Mouse House advertising package deals to conditionally attaching its cable channels to the ESPN networks through cable operators. Questions for Discussion 1. In a succinct manner, describe what the ESPN brand means to consumers. 2. What is ESPN selling? Discuss this in terms of the core bene-fit, actual product, and augmented product levels of ESPN. 3. Does ESPN have strong brand equity? Ho w does its brand equity relate to its brand value? . Cite as many examples as you can of co- branding efforts involving the ESPN brand. For each of these cases, what are the benefits and possible risks to ESPN? 5. Analyze EPSN according to the brand development strategies from the text. What have they done in the past? What would you recommend to ESPN for future brand development? Sources: Alice Cuneo, â€Å" More Football Fans Hit ESPN’s Mobile Site Than Its PC Pages,† Advertising Age, January 7, 2008, p. 7; Mike Shields, â€Å" ESPN, AOL Strike Web Video Deal,† Brandweek, April 8, 2008, accessed online at www. brandweek. com; Andrew Hampp, â€Å" ESPN Makes Jump to Major League,† Advertising Age, May 14, 2007, p. 32; Ronald Grover, â€Å" Comcast’s C- TV: Channeling Disney,† BusinessWeek. com, December 1, 2006; Jeffrey Trachtenberg, â€Å" ESPN’s Next Hurdle: Selling Its Audience on Books,† Wall Street Journal, February 13, 2 007; Jason Brown, â€Å" Out- of- Home TV Ads Finally Coming of Age,† Television Week, January 28, 2008, p. 12; also see www. espnmediazone. com. How to cite Espn, Essay examples