Remembrance is a Substantial Burden in the Book, The...

Remembrance; the mental impression on the brain from a certain event. Each soldier in the book, The Things They Carried, experiences some sort of remembrance whether it be saddening or enlightening. Remembrance is consistently perceived as the ability our brains have to go back and revisit moments in time which either disturb us, or give to us a feeling of pure happiness. Its mere sound provokes thought along with curiosity. Generally, when we are alone, surrounded by a nonchalant atmosphere, our brain swirls with thoughts, taking us back to significant moments in our lives. These moments are never forgotten, they are always there for some sort of reason. By means of these memories we can continue to learn from our mistakes and better our lifestyle. In Tim O’Brien’s The Things They Carried, he presents his view on remembrance. O’Brien doesn’t necessarily see remembrance in its materialistic form, he believes it is not about the act of remembering, but about the fact that one does not have the ability to forget these events, especially the events he had experienced. His perspective is that seeing a plethora of violent deaths in war, are moments which are utterly effortless to recall, however they may be extraordinarily difficult to bring up with someone else perhaps who does not really understand the intentions. â€Å"By telling stories, you objectify your own experience. You separate it from yourself. You pin down certain truths. You make up others. You start sometimes with an

Love to the Country Free Essays

Nationalism. Custom Nationalism Essay Writing Service || Nationalism Essay samples, help The concept of nationalism is quite complicated, and many scholars still debate about it in academic circles. Nationalism has been defined differently by scholars who have developed various schools of thought about it. We will write a custom essay sample on Love to the Country or any similar topic only for you Order Now â€Å"Nationalism involves a proper classification of a group of people with a political unit stated in national terms†Ã‚  (Allan, 2004). It can also be explained as a unifying factor since it aims at uniting a group of people who share common social and cultural values. Many historians believe that nationalism began in the post medieval period in Europe. According to Kohn, nationalism began in 1642, while Acton believes that it started developing during the partition of Poland in 1772. However, Kedourie contends that it began in 1806 in Berlin. Many scholars believe that it originated during the French Revolution that took place in 1789. â€Å"This is because the French Revolution introduced the aspects of nationalist ideas, which were brewing up during the past two centuries†Ã‚  (Smith, 2001). Trevor Roper traces the origin of nationalism in Germany, and Hungary. From these territories, it was spread to Eastern and Southern Europe by intelligentsias. The idea of nationalism later spread to Asia and Africa. This paper seeks to discuss how nationalism led to European interest in both Africa and Asia. Nationalism became one of the major developments that took place during the period of 19thcentury. â€Å"During this period, nationalism was witnessed in various European territories such as Italy, Germany and France†Ã‚  (Allan, 2004). The 19th  century was also characterized by despotic regimes like Germany, which dominated international politics. In 1871, there was a significant development in Germany, which changed its role in world affairs. In this case, it became unified, and this made it more stable than before. Just like other freshly formed states, Germany increasingly became nationalistic, and it wanted to assert its self both politically and economically. In this case, Germany had to seek extra territories overseas. This condition was exacerbated by the fact that the German merchants wanted more commercial opportunities abroad. Hence, they encouraged their government to acquire more territories on their behalf. This trend prevailed among other European powers including Britain. France also found it necessary to engage in overseas expansion owing to the circumstances it had found itself in during the Franco Prussian War. Due to the humiliation it suffered during this war, France decided to replace its lost provinces by seeking territories overseas. Hence, France shifted its focus to Africa. For example, it occupied Egypt for sometime before the British it. On the other hand, Britain keenly examined these new developments, and it became concerned about the increased European activities in Asia and Africa. Thus, it went a head and established more territories in Asia and Africa. For instance, it annexed India due to its commercial potential. It then annexed Egypt and the East African Coast because they were strategic. Other than commercial interests, possession of many colonies was associated with pride and power. Consequently, many European powers strived to acquire many colonies in order to prove their political strength. Indeed, this was a significant aspect of nationalism during this time frame. Lastly, nationalism also coincided with industrial revolution, and this caused a great need for markets and investment opportunities in foreign territories. Conclusion The spread of nationalism did not stop at the end of 19th  century, but it continued even in the 20thcentury. Many African countries fought for self determination after the Second World War, and they mainly used the nationalist ideologies. Nationalism is still being practiced even at present. For example, a wave of nationalism recently emerged in Arab countries such as Egypt Yemen, Tunisia, and Libya. These revolutions clearly demonstrate that despotic regimes still exist, and many people are still fighting for nationalism even after achieving independence. Nationalism, therefore, remains one of the greatest developments that started in 19th  century. Love for one’s own country Loving one’s own country is closely associated with patriotism. Patriotism is a loyal feeling which one has about his own country. one must have a deep and passionate loyal feeling about his country. One of these feelings of one man in a country is upsurge and unhonoured. The feeling has kindled many dormant nations into actions. History is filled up with instances where patriotic people under able leadership have saved their land. Our father of nation Mahatma Gandhi bought for the freedom of our country with a burning patriotic zeal. One must take pride in the culture and beauty of one’s own country, the rivers, mountains, hills, valleys, deltas must inspire one’s patriotic feeling. He has to encourage the art and    trade of his country. He must support his country as his duty. He shall never do anything that would bring down the fair name and image of his country. In the present context of the world the narrow patriotism is nearly out moded. ountry however powerful or rich can stand isolated. The world is shining with the fast mode of communication and no country is too far away. The complex economy of the world has every country dependent on one another. Self-contained condition is only a thing of past, every culture today is what it has rowed from culture. No culture can boast of being pu re. so there is no meaning in narrow nationalisation . it is safe to conclude that fantastic patriotism is bad though loving ones country for beherment and good deals is a noble act. Being proud of India is not enough. Resolve to do something in your lifetime that India will be proud of How to cite Love to the Country, Essay examples

McDonald Failure - Business Problem In India - Get Free Sample

Question: Why or in which circumstances did western well-known business fail in India? Answer: Introduction: McDonalds is one of the greatest restaurants famous for serving fast food and hamburger. In around 119 countries around 68 million customers are served on a daily basis. There are a total of 35,000 branches of McDonalds. It is well known for its excellent food. The headquarters of McDonalds is situated in The United States. The restaurant was first started as a barbecue restaurant in the year of 1940. The company was opened by Maurice and Richard McDonald. The mission of the restaurant is to become friendlier to the customers and be one of the favorite places of the customers. Soon they started to sell hamburger which became a super hit item among the customers. In 1955, Ray Kroc started to own the company as a franchisee. Soon he purchased McDonalds restaurant from the original owners and started to popularize the restaurant and made it a world famous one. Does The Intricacy of The Topic Intimidate You? Tame Your Fear with Unmatched Assignment Help Services from Professional Writers. There are many franchisees of McDonalds spread across the country. The worlds 2nd biggest private employer is McDonalds. Apart from serving world famous hamburgers, it is famous for its mouthwatering sandwiches, different kinds of breakfast items, chicken wraps, aerated drinks and different types of fries and desserts. In response to the customers desire, the menu also includes salads, fish etc. Soon McDonalds set its foot in India and started to operate and sell its products through different outlets in India. In 1995, with the help of two partners, McDonalds started to be operative in India (Vasudevan, 2007). But McDonalds could not prosper or live up to its expectations and hold on to its popularity as it had gained in western countries. Under which circumstances or conditions did the company fail in India? Failure to understand Indian Values: Undoubtedly, the launch of McDonalds was a big news in India but due to some circumstances and conditions it failed to prosper. It had high hopes of gaining success, but it failed to live up to it. First and foremost, the Management did not understand the true meaning of localize or localization The Management of the corporation had a western approach which they tried to follow in India. The two countries India and The United States are different from each other in every respect like economic, social, and others. People of the countries are different and so are their cultures, values, morals, beliefs. So understanding the needs and wants of the local people was the most important factor to achieve its aims. However McDonalds failed to understand the mentality and the way of thinking of the common men. Hindus are forbidden from eating beef but McDonalds items used beef and the Management believed that the beliefs of the common men will be changed over a span of time. However, the attitudes and beliefs of the people never changed and McDonalds had to face a lot of criticism which reduced its popularity. So it failed to adapt the culture and tradition of the local people of India. They introduced the Maharaja Mac to change the tasting habits of the people and it took years to realize the craze for vegetarian food of Indian citizen. In protest to curb the use of beef by Management, the Bharatiya Janata Party (BJP) protested against it. Few outlets of McDonalds situated in the Thane area of Mumbai were shattered by local people. Challenges faced by the Management: It wasnt at all easy for the Management to understand the beliefs of Indian citizens. To execute the task of slaughtering of cows and using meat created a big issue in the market. Slaughtering of cows is considered to be an unholy act and is never supported by the Hindus. It was truly difficult for the Management to carry out such tasks in India. According to the Hindu religion, the cows are considered as sacred as mothers. The Hindus worships cows and slaughtering of thousand of cows by the management of McDonalds created a rage among them and they started to protest. One of such biggest issues faced by the team was during the launch of any new product. During any launch, McDonalds could not predict or understand the demand of its food items because they already had a bad reputation in the public. Indian citizens were also not sure about which ingredients were being used to prepare the food items as they are strictly opposed to eating beef products. Also they were confused about the kind of oil that was being used to make the product. They had a belief that McDonalds used beef fat to fry the products instead of using vegetable oil. So launching a product and getting a huge response was really a tough thing to achieve considering the attitudes and believes of the Indians. Since they were unsure of the products or the ingredients, they stopped eating or dinning out at this food joint. The Management started to face constant challenges due to such problems. Diverse Country: Another reason of failing in India, companies like McDonalds was very overconfident of themselves and they believed that they understand India very well. India is a diverse country with different people from different cultural background. So it is really not an easy task to understand a country and its diversities. McDonalds failed to understand the country and the values of the people of India. Indian thinking is different from Westerners: Also most of the population can speak English but the thinking of Indians is never the same as the westerners. Although being a democratic country but the country is still run by the leaders. Indias thoughts about leadership and hierarchy are very different as still a leader controls the whole management. The leaders are considered to be the heads of the company and they are well known for their personality. Difference in the way of working and operating can also be considered as one of reasons for failure. Rules and Regulations: It is certainly difficult for a person who hails from western countries to come and operate its business successfully in India. The rules and regulations which are followed in the western countries are not the same which are followed in India. The westerners have a habit of following the legal system and thus the rules and regulations related to it. But the Indians do not generally work as the way the westerners do as Indians have a common hatred towards rules and they very well know how to adapt to short cut processes to become successful. (Vasudevan, 2007). The solution to these challenges is McDonalds should try to sell different kinds of vegetarian items instead of selling beef and pork products. As most of the Indians are vegetarian, they would certainly enjoy their meal and also it wont hurt the sentiments and the emotions of the common men (Miller, 2012). Questionnaire used in the Survey: The following data is a survey made on different sections of people in order to understand consumer preferences, and impact of sales. Q1. What kind of food are you fond of? Homemade food McDonalds KFC Q2. What kind of food do you prefer? Non-vegetarian Vegetarian Prefer to eat both of them Q3. If McDonalds stops selling beef, will you visit the outlet? Wont stop visiting the outlet Will stop visiting the outlet Wont visit even if it sells foods made of beef and pork Q 4. What will your reaction be if McDonalds introduces few vegetarian items in its lunch? Will enjoy meal more Vegetarian food will be more famous than non vegetarian food Whatever food is sold, whether vegetarian or non-vegetarian food, wont visit the restaurant Q5. Did McDonalds reduce its popularity by selling beef and pork products? Yes, beef products reduced its popularity Beef products are of good taste Doesnt matter whether it is vegetarian or non vegetarian food Q6. How would the restaurant react against the protests made by the Hindus? They will counter protest and try to seek a solution They will stop selling non vegetarian products They will leave India and go back to the western countries. Q7. What will happen if McDonalds shuts down all its outlet? People will miss the mouthwatering sandwiches, and hamburgers It wont matter much if McDonalds goes away from India People will try other food joints which serve same food like McDonalds. Objective of the Reasearch: Every research has an objective and this research is no exception to that. The first and foremost objective of the research is to understand the impact of food of McDonalds in the life of the Indians. McDonalds is famous for serving hamburgers, sandwiches and different types of breakfast dishes and desserts. But people are of the opinion that McDonalds sell items which are made of beef and pork. So the research aims at after being severely criticized by Indian citizens for serving beef products, they will still continue to do their business in India or flee away. Also the research tries to find out the reasons and circumstances of McDonalds failure in India. As mentioned, the research points out the specific reasons of McDonald being criticized by public. Being a western organization, McDonalds could not match or adapt to the beliefs and attitudes of Indian citizens. Hence it started selling beef and pork products which outraged the BJP and the Hindus. They protested against the company and urged them to stop selling the products. Also through research methodology, the researcher tries to find out what percentage of the population would still prefer to eat at McDonalds. For such people it really does not matter whether the outlet serves vegetarian or non vegetarian food. These people are die heart fans of McDonalds and no matter what the situation is they will continue to support the eatery. Next, also the researcher tries to observe the ways McDonald could get back their initial position and reputation. By following some techniques, McDonald can bring back the faith in the minds of the common people about the quality of their food (Maub orgne, 1987). Methodology of the Research: The objective of the research can be fulfilled by choosing the right methodology of the research. In this research, the survey methodology has been used. In order to understand how many people are in favor and against McDonalds, face to face interviews are also conducted. To understand customer preference, one of the important methods of research has been chosen. This survey research is used to understand the beliefs, thoughts, behavior and opinion of people. The survey method consists of a group of questions which is given to a particular section of people. The result of the test is collected to analyze the general behavior of the common men. Here, in this research, a questionnaire is given and asked a section of people to respond to the questions. Based on the responses of the questions, the likes and dislikes of common men can be understood. Survey method is the best method while assessing the likes and dislikes of people about any organization. The survey research gave numeric da ta which helped in getting the outcome. Size of the Sample: In the Survey method, mostly young people were asked to participate. Young people particularly in the age group of 20 to 50 were selected to respond to the questions. There has been a reason behind choosing youngsters as they mostly visit eateries like McDonalds to eat out. Around 30 people were requested to participate in the survey research. They were given the set of questions and their responses were collected in order to come to a decision. Location of the Research: The selection of the location is also an important factor in conducting a research. Hence one of the busiest streets need to selected to conduct the research. In the Melbourne City, Fawkners and Flinders street was chosen for the research. Here, different people from different cultures live. Many Indians are also found to live in this part of the city. Challenges faced during the research: Although the research seemed to be carried out smoothly, but there had been many challenges faced while conducting the research. The research was difficult to carry out as it proved to be time consuming. Many people did not cooperate while the survey method of research was being carried out. They did not want to share their views and this was one of the implications. Sometimes some people were over friendly and they spent a lot of time which resulted in wastage of time (DeBres, 2005). Findings from the research: As mentioned, a section of people were selected to give responses to some predetermined questions. Out of them, a percentage of 65 supported McDonalds and gave positive responses. According to them, McDonald was one of the biggest food joints and they really did not care about vegetarian or non vegetarian food that the outlet served. The rest of the people were against McDonalds and felt it should leave India as it hurt the general sentiments of Indian people by selling beef and pork products. They ate vegetarian food and they were the worshippers of cow and selling beef and pork products was not at all supported by them. A graphical representation has been used here to show the numeric values of the research: Conclusion: In conclusion, it can be said that McDonalds is no doubt a world renowned organization. They serve excellent and high quality food. However after coming to India, they could not be as successful as per expectation. They were believed to serve beef and pork products which proved to be very detrimental for them. As Hindus worship cows and consider them very sacred, so they were extremely angry and showered their anger with the help of several protests. Hence McDonald came out with other options like selling vegetarian food and thus got back its popularity. References: McDonald, J. (1992). Reasons for failure.The TQM Magazine,4(4). DeBres, K. (2005). Burgers for Britain: a cultural geography of McDonald's UK.Journal of Cultural Geography,22(2), 115-139. McDONALD, J. J. (2007). Confronting Jim Crow in the Lone Starcapital: the contrasting strategies of African-American and ethnic-Mexican political leaders in Austin, Texas, 19101930.Continuity and Change,22(01), 143-169. Chan Kim, W., Mauborgne, R. A. (1987). Cross-cultural strategies.Journal of Business Strategy,7(4), 28-35. Miller, J. (2012).A Whole New Ballgame: Analyzing and Understanding India's Emerging Middle Class Market(Doctoral dissertation). Hargreaves, J., McDonald, I. (2000). Cultural studies and the sociology of sport.Handbook of sports studies, 48-60. Holmes, R. M., Holmes, S. T. (Eds.). (1998).Contemporary perspectives on serial murder. Sage Publications. Tinker, G. E. (2004).Spirit and resistance: Political theology and American Indian liberation. Fortress Press. Wearing, S., McDonald, M. (2002). The development of community-based tourism: Re-thinking the relationship between tour operators and development agents as intermediaries in rural and isolated area communities.Journal of Sustainable Tourism,10(3), 191-206. Vasudevan, A. (2007).Bridging the Cultural Chasm: Winning Strategies for Global Businesses in India(Doctoral dissertation, University of Cincinnati). Warren, D. (1974). Cultural Studies in Indian Education.BIA Education Research Bulletin,2(1), 2-18. Gagne, L. (2011). Catholic Social Teaching in Global Perspective. Edited by Daniel McDonald, SJ Maryknoll.Journal for Peace and Justice Studies,21(2), 116-119.

Darwinism Essays - Charles Darwin, Coleopterists,

Darwinism Charles Darwin Like many students, Charles Darwin was only intrested in topics that was intresting to him and although his father was a doctor, Darwin was very unintrested in medicine and he also couldnt stand the sight of surgery. He did eventually get a degree in Theology from Cambridge University, Although Theology was a minor intrest to him. What Darwin really liked to do was climb over hills, observe plants and animals, collecting new specimens, studying their structures, and categorizing his findings. In 1831, when Darwin was 22 years old, the British government sent her Majesty's ship The Beagle on a 5 year expedition that would take them along the coastline of South America and then onward around the world. During the trip the Beagle would carry along a naturalist to observe and collect Geological and Biological specimens. Thanks to a recomendation from one of Darwins old college professors, he was offered the position aboard the Beagle. The Beagle sailed to South America, ma king many stops along the coast. Here Darwin observed the plants and animals of the tropics and was stunned by the diversity of species compared with Europe. The most significant stop the Beagle made was the Galapagos Islands off the northwestern coast of South America. It was here that Darwin found huge populations of Tortoises; and he found out that diffrent islands were home to diffrent types of tortoises. He found that islands without tortoises, pricky pear cactus plants grew with their fruits spread all over the ground. And on Islands that had lots of tortoises, the prickly pears grew really thick, tall, bearing the fruit high above the tortoises reach. He wondered if the differences in the two plants were from being isolated from one another on seperate islands. In 1836, Darwin returned to England after his 5 year expedition. He became established as one of the best naturalists of his time. But Darwin sought to prove his idea of evolution with simple examples. Darwin maintaine d that seperate species evolve as a result of Natural Selection, or survival of the fittest. Darwin never said that human beings evolved from apes. He said that all life began with molecules acting on each other. So from the first single celled organism all life came. One single organism, by many diffrent molecules could make many diffrent species of animals. It was in this way that he stated Ape and Man are similar by each having similar life beginning. Darwin's theories caused people to begin to question where they actually came from. His response was the book on the origin of species. In his book he addressed the concerns of the people. He said It is interesting to contemplate an entangled bank, clothed with many plants of many kinds, with birds singing in the bushes, with various insects flitting about, and with worms crawling through the damp earth, and to reflect that these elaborately constructed forms have all been produced by laws acting around us. These laws, taken in the highes sense, being growth with reproduction; Inheritance and Variability; a Ratio of Increase so high as to lead to a strugle for life, and as a consequence to Natural Selection, entailing Divergence of charector and extinction of less-improved forms. There is grandeur in this view of life, with its several powers, having been originally breathed into a few forms or into one, and that, whilst this planet has gone cycling on according to the fixed laws of gravity, from so simple a beginning endless forms most beauthiful and most wonderful have been, and are being, evolved.

Starbucks Coffee Company Analysis

Starbucks Coffee Company Analysis Starbucks is the leading roaster and retailer of specialty coffee in the world and was founded in 1971 and based in Seattle, Washington. Starbucks is the largest coffeehouse company in the world, with 11,168 stores in 44 countries. Starbucks sells drip-brewed coffee, espresso-based hot drinks, Tazo teas, snacks and items such as mugs, and of course, their well renowned coffee beans. Within the last month, Starbucks has also launched a new instant coffee to compete in even more markets. This paper is an overview of the Starbucks Coffee Company and will provide recommendations regarding price, production, and composition of inputs.Company OverviewStarbucks Coffee Company began in 1971 out of Seattle, WA. The company opened the first store in Seattle's famous Pikes Place Market. In the mid 1980s Starbucks tested the concept of the small espresso bars and they were a huge hit. Between 1985 and 1991, Starbucks changed its name to Starbucks Coffee Company and acquired more than 100 stores. English: Starbucks' headquarters building in Seatt...In 2002, Starbucks owned and operated over 5,000 stores and by the end of 2007, the company owned and operated more than 14,000 stores (Starbucks, 2008).Starbucks as a company has taken years to become this industrious. This is in part to the key management and staff members that are in place at each Starbucks coffee store all over the world. All Starbucks employees undergo extensive training to ensure the customer experience is exceptional. Starbucks has also invested time and money in all types of coffee machine technology to improve productivity and product quality, which has allowed them to continue doing extremely well as a company. Part of their success has been due to their capital investment in all types of machinery regarding coffee, not only to make coffee at their stores but also to produce the actual coffee...

Bio Ethics and Longevity Term Paper Example | Topics and Well Written Essays - 1750 words

Bio Ethics and Longevity - Term Paper Example The idea of extending human lifespan has captivated scientists, philosophers and writers for a long time now. Moreover, ethicists have argued whether people should take a step to increase human longevity, which is not surprising. This is in consideration of the persistent media interest in research in to preventing or slowing ageing. Taking note of that, this paper will briefly summarize the ethical arguments that arose from this debate, with a focus on a recent case study on Life-extension and its effects on memory and learning (on worms). Finally, it will give a summary of critique of the case study as well as the personal opinion or ethical stand. 1. Summary Case study: Life-extension and its effect on memory and learning (on worms) The focus of the case study is on two methods to increase the longevity of various organisms - calorie restriction and alteration hormone insulin. It claims that research has shown that, reducing activity related to the insulin signal pathway impact lo ngevity positively. Several biological processes such as metabolism, development and stress response are triggered by the change of insulin signal pathway.1 A group of Biologists from Princeton recently found that, altering these mechanisms do also have some consequences on the organisms’ cognitive function and their research also revealed that calorie restriction and reduced insulin signaling is linked to reduced memory and learning as the organism grow old, which calls for development of a special treatment to avoid memory loss if people are to live longer. According to Coleen Murphy, longevity research works on the assumption that people who are able to live longer should have their bodies function equally well for the additional years. Collectively with her research team, they found out that calorie restriction had some severe effect on the lasting memory of C.elegans roundworms. To their surprise, the worms only suffered from impairment to long-term memory, but did not e ncounter any reduction in memory with age. Consequently, this means that gradual memory loss can be fought by calorie restrictions. On another front, the worms that were experimented with generic mutation reduced insulin active, signaling insulin activity. This experiment improved learning ability with age, but the worms were not secured from age-related reduction in long-term memory. These worms were used because their molecular mechanisms which governed these worms were alike to higher organism like mammals, and this has provided a promising hope for cognitive research on humans. Definition(s) Cognitive is based on or related to or involving reasoning or thinking, which is an activity of the mind. Indeed, Murphy’s team has done a tremendous job, but they have to be sure that it will apply to human beings as well and how they can overcome the reduction in learning and memory of these worms in question. The information that human’s genes are likened with those of C.ele gans, enabled treatment of negative cognitive alteration in relation to longevity extension of the worms, which is an answer to humans research. This study poses big questions. Will there be equity in access to this intervention once it is out? How does it impact our morality as human beings? Is the use of worms as having the same memory as human beings ethical? The following principles and academic papers try to take these questions into consideration. 2.

Trademark Assignment Essay Example | Topics and Well Written Essays - 4000 words

Trademark Assignment - Essay Example The definition and nature of the tort of passing off as well as the protection accorded the registration of a trademarks will best illustrate the significance of passing off since the introduction of the registered trademark system. This paper is therefore divided into two parts. The first part of this paper is committed to the definition and nature of the tort of passing off. The second part of this paper will examine the trademark registration system and will analyse how it runs parallel to the tort of passing off. I. The Tort of Passing Off A. Definition and Essential Elements of Passing Off Passing off is a common law concept created by judges. Lord Parker’s definition of passing off in Spalding v Gammage (1915) sets out the general significance of an action for passing off. Lord Parker defined passing off as a prohibition against the representation of one’s goods as those of another.3 A more detailed definition of passing off is provided in the Advocaat case in whi ch Lord Diplock’s definition encapsulates the essential elements of passing off. In this regard, passing off is required to be made by virtue of a misrepresentation. This misrepresentation must be made by a business trader operating in the course of his business dealings. The misrepresentation must also be made to consumers with respect to the goods and services provided by the trader. The misrepresentation must be such that it is designed to bring about harm to the goodwill or the business of a comparative business. The misrepresentation must bring about actual damages to the goodwill of business or must be likely to bring about damages.4 The essential elements of passing off which ultimately defines the tort of passing off are more particularly delineated in the House of Lords decision in Reckitt and Colman Ltd. v Borden (1990). In this case, the House of Lords described what has come to be known as the classic trinity. The classic trinity sets out the three essential eleme nts that the claimant relying on the tort of passing off must prove. First the claimant must demonstrate that the claimants services or goods have established a reputation or goodwill that separates those goods or services from comparable goods or services. Secondly, there must be evidence that the defendant misrepresented his/her goods or services with the result that it creates confusion in that the goods or services offered by the defendant are mistaken for those of the claimant. Finally, there must be evidence that the claimant is likely to incur damages as a result of the misrepresentation.5 It therefore follows that that definition and the essential elements of passing off was trimmed down by the House of Lords in the Reckitt case to encapsulate three factors. What can be gleaned from the definition and essential elements of passing off is that it aimed at protecting the reputation attached to a trade mark rather than the mark itself. This aspect of the tort of passing off is demonstrative of its significance since the introduction of the trade mark registration system. Essentially, registration protects the mark whereas a parallel right of action exists in protection of the reputation and goodwill attached to the trademark. Therefore an unregistered trademark remains