Health & Safety in Health and Social Care

Question: Understand how health and safety legislation is implemented in the health and social care workplace. Answer: It is of foremost importance to a workplace to have policies concerning health and safety. In case of absence of such policy the organizations as well as the employees face adverse consequences. As far as health and social care workplaces are concerned this aspect is of immense importance. Individuals employed in health and social care workplaces are in most cases victims of low morale, financial psychological injury, poor productivity. It is the duty of the organizations to see that the employees lead a life which is devoid of stress and is at the same time healthy. In this paper I will deal with various aspects of health and safety at health and social care workplace. Communication of health and safety related information in health and social care workplace In this part of the paper I am going to review asses and analyze the procedures and policies for communication of information regarding health and safety at health and social care workplace. In order to properly adopt health and safety provisions at workplace it is very important to have effective communication throughout the organization. In order to communicate the information consideration of the structure and size of the organization and the level of competence of the employees is required (Sullivan, 2010). Various legislations deal with the issue and hence proper communication is necessary. The organization should promote health and safety procedures and policies for users of services at the health and social acre unit which includes the patients and also the employees. The Health and Safety at Work Act of 1974 makes it mandatory for the employers who have five or more employees to maintain a record of the safety policies and must also consult with the employees in this regard. Consultation with employees is necessary because their interest is at stake and also they are the ones who are facing the issues and thus they would be able to give the management proper suggestions in this regard Management of Health and Safety at Work Regulation 1999 provides that employers ought to communicate to the employees as well as their representatives information concerning health and safety. Effective communication ensures that the employees have sufficient information and thus informed decisions in connection with protective and preventive measures could be implemented. This regulation requires all employers to provide information to the employees regarding: the possible risks to health and safety; measures to prevent such risks; procedures during emergency; the identity of individuals who pay a role for management of safety at the health and social care unit (Scie.org.uk, 2013) The following ways may be adopted by the employers to ensure health and safety of employees, patients and the public at large. Creation of Health and Safety Committee Health and safety committees could be created so that feedbacks may be recorded through the representatives of health and safety. Training Programs Implementation of training program for the employees so that the employees have up-to-date information about legislations and the changes that are made to the existing laws. Health and Safety law posters Legislation requires the employers to put on display law posters. Such law posters must have been approved by the Health and safety Executive. Departmental Meetings The health and safety issues should be discussed elaborately during departmental meetings Information in this regard may also be made a part of the pay slips The suppliers who provide machineries which may in any way cause harm either to the employees or to the patients must provide hazardous information sheet and may also display Information may also be imparted through the internet. As far as new employees are concerned the health and safety information may be imparted during induction of the new employees. These procedures may be used to communicate with the employees Further in order to communicate with the public at large the following methods may be used, Health safety information may be displayed digitally. In cases of necessity, hazard warnings may be rendered. Signage for ensuring health and safety may also be used. The health and safety policies must be accessible to all employees. The information concerning health and safety must be delivered in language known to all employees. Such communication must be clear and unambiguous and must also be timely. The fact that information was rendered does not mean that it has been understood, received and would also be acted upon, there must be proper review of such measures. The organizations must always stress on face-to-face communication as it is the best method even in this internet era. Own Workplace Experience Now I would state the methods of communication of health and safety information which my workplace uses. These include, imparting heath safety information through notice and bulletin boards, internet, also in meetings of the organization where all are present. The suppliers of health care equipments provide hazardous information sheets also warning are displayed on the body of the equipments, proper training is imparted so that employees know how to use the equipments safely. Analysis of health and safety priorities in a health and social care workplace In this section I will analyze the health and safety priorities of health and social care unit. These priorities may be listed as follows: Health workers who are incompetent and unequipped Fire alarms which do not function Accident prone zones Loss of stuffs belonging to the clients Outbreak of disease within the hospital These are all priorities which must be must be dealt with according to prioritization. The outbreak of disease within the hospital is of foremost concern as it causes harm to not just the workers of the hospital but also the patients. Adequate attention has to be paid to this aspect and reform of policies has to be done accordingly. Sanitation, hygiene and infection control measures must be strengthened to give effect to this change. The unskilled workers must also be given priority. In order to do so requisite trainings and seminars must be conducted. If the health service providers are not skilled enough then whatever institutional reforms we may implement it would not be of much use as everything is dependent on the service providers. Accident prone zones are another important issue. Minor accidents which take place due to tips and falls can be easily prevented by promoting communication amongst the health workers in every department. Putting signage is also a way of preventing these accidents (Wears, 2004). Issues concerning security of the belongings of the clients are lined up next in priority. Reform must be brought about in the policies of the hospital which regulate the number of visitors per patient must be amended. Strict visiting hours must be implemented and a record has to be kept regarding the outsiders visiting the patients (Flin, 2006). Clients must also be warned to keep safe their belongings and that the hospital is not accountable in case of any loss. The fire extinguishers and fire alarms must be maintained regularly. The day-to-day required equipments for the hospital must also be maintained on a regular basis. The exit routes must be enhanced by reconstruction and generic signs may be displayed so as to guide the clients and the employees in cases of emergency. Now I would state the safety priorities at my own organization. Since I work at a hospital my organization ensures that health care service providers are well trained on issues concerning health and safety which they may encounter in the course of their employment. Cleanliness is maintained with high priority so as to prevent food poisoning and also to ensure that the patients get a good clean environment which is healthy for them. Waste disposal is also paid importance at our hospital as it is very essential to maintain safety. The bed rails must be proper as many accidents may occur in case of their absence as also if they are not maintained properly accidents may happen, like patients being trapped in between these rails (Bate, 2004). Risk Assessment Assessment of risk is an important instrument in drawing up care plans. It is on the basis of risk assessment the organizational decision making is carried out and policies and procedures are framed (Woodward and Tomlinson, 1985). Risk assessment template must contain; the hazards which might take place at the workplace, the individuals who are at risk of being harmed, what steps have been already taken in this regard, whether anything else needs to be done to eliminate the risk, who are supposed to take the necessary actions and within what time frame, finally there should be a column containing information as to whether the risk has been eliminated or not (Hse.gov.uk, 2014) . Without assessment of risk the health and social care unit will not be able to determine the areas which require change. There would not be any scope for improvement because without risk assessment there would not be a basis for such implementation (Health and Safety in Workplace, 2013). By virtue of the information gathered through risk assessment the hospitals would be able to reform their policies (Simons, Leroy and Savage, n.d.). Risk Assessment Template Hazards Individuals who are at risk and how? What steps are/ have been taken What else needs to be done to eliminate the risk Who are supposed to take action? Timeframe within which action is taken Whether done or not? Trips and slips Employees well as the clients. Risk may be caused due to ramps being unmarked, low lightings, slippery floors caused by fluids or talcum, any type of obstruction etc Slip resistant floors are used at present Floors must be kept free from obstructions, like, equipments must be stored at their proper places and should not be left on the walkways The management and the employees must take the actions Actions must be taken at the earliest Falls from height Both employees as well as the patients. Risks may be caused by falling from windows or balconies to the patients and to the employees by working at height. Window restrictors have been constructed Balconies must be suitably protected and access of vulnerable individuals must be restricted, while working at height employees should take reasonable protection, use of equipments to safeguard against falls. The management and the employees are supposed to take the measures At the earliest possible Care Plan The data accumulated with the risk assessment helps one to identify the problem areas. Care plan on the other hand is useful to determine the steps which are required to achieve the objectives. Care Plan must contain provisions like, assessment, objectives, execution and evaluation. One aspect of health and safety policy at own workplace Helping the patients is one of the significant part of working in a hospital or care home. The staffs have to face many injuries as a result of moving and handling the patients. For instance, some patients need assistance for walking whereas others need assistance for dressing, bathing etc. Since I work at a hospital in this section I would analyze the impact of health and safety policy in connection with moving and handling at my own workplace. My workplace uses various equipments to manage moving and handling. These include; Different types of hoists are used, for instance, mobile hoists, hosts for raising fallen residents from the floor, standing aids, bath hoists etc. Transfer boards and slide sheets are also used For immobile patients electric profiling beds are used Use of handling belts so as to assist healthy patients Lifting cushions Equipments for emergency evacuation Dilemmas Various types of dilemmas may arise while implementing the policies for health, safety and security. These dilemmas may include the stubbornness of the care providers regarding change, the financial support required to implement the changes, the resistance of old workers from undergoing training and also shortfalls in information delivery systems. These type of problems are faced by such social and health care unit which fail to address the concerns and needs of the employees (Health and Safety in Care Homes, 2014). In order to address these dilemmas prior to the implementation of new policies and procedures organizations must conduct meetings wherein information may be disseminated and at the same time ideas may also be gathered from the employees and workers (Powell, 2002). The management should give importance to the ideas of the employees and the workers because they are the ultimate stake holders. The organizations must educate the workers regarding the purpose of the change so that they do not resist. The service users in most cases fail to understand the requirements for a companys change as they happen to be the peripheral part of the stake holders. It is the duty of the organizations to make them aware about the changes. Since customers get used to a way of conducting business and would be faced with a lot of problems due to the sudden change. Thus assistance should be provided to the service users to get used to the changes. Another dilemma is the funds. Since institutional changes are very costly affairs the management has to make provision for huge funds. Funds may be collected by requesting support from the governmental funding organizations (Garcarz and Wilcock, 2005). Few other types of dilemmas faced by the care providers may be as follows: Health care workers at times face moral dilemmas also while trying to ensure health and safety of the service users. For instance, a service user might refuse to take medicines as he has the right to do so. But it is the duty of the care providers to make sure that the clients are getting proper treatment(Ali, Chalder and Madan, 2014). This is an instance of moral dilemma faced by the care providers because on one hand the patient is not willing to take the medicine whereas on the other hand the care provider is duty bound to make him have the medicine. In such a situation patient might die and the care provider might be blamed for such consequence. If the care provider forces the clients to take the medicine he/ she may be blamed of abusing the client. Thus we may conclude that the care providers at health and social care workplaces have to undergo complex dilemmas (Nolan, 2005). Consequences of non compliance with health and safety legislations in the health and social care workplace Non compliance with the health and safety legislative requirements would lead to serious consequences on the part of both the employers and the employees. When an employer does not comply with health and safety legislation then he may be subjected to prosecution. If employees are found to have breached the requirements of health and safety legislation could lead to; Disciplinary action being taken against such employees He may be transferred compulsorily. He may also be dismissed Other legal actions like imprisonment or fine may be taken against him. Section 37 of the Health and Safety at Work Act, 1974 provides that if an offence relating to health and safety at workplace is committed and such offence may be attributable to the neglect on the part of any director or office bearer of the health and social care unit then the concerned person as well as the organization would be subject to prosecution. The ones who are found guilty may have to pay fine and undergo imprisonment(Bradshaw, 1995). The prosecutions would be heard in the courts of law in England and in case the court finds the employers guilty of breach he may be either made to pay fine or imprisoned or he may also be disqualified from holding directorial position (Hughes and Ferrett, 2007). A case example may be presented. A certain care home located in Southern Lanark shire was made liable to bear fine for having breached the provisions of Section 3 of the Health and Safety at Work Act. In this case the patient who was 88 years old had died owing to a fall and consequent breaking of neck. The care home failed to assess the risk appropriately and thus the employees did not have adequate knowledge as to the steps they must take in handling and moving the patients (Summerhayes, 2010). The Corporate Manslaughter and the Corporate Homicide Act, 2007 makes provision that when the management fails to take due care which it owes towards the employees as also the public at large and such failure results in death(Davies, 2010). The maximum penalty which the courts may impose in such cases is unlimited fine and may also require the organization to bring to public notice the details regarding the conviction and fine (Stuart, 2001). The Health and Social Care Act, 2008 makes various provisions which the providers of health care services must abide by and in case of non compliance of such provisions the Care Quality Commission is entitled to take steps against the one committing the breach. Monitoring and Review of policies and practices Policies concerning health and safety practices must be reviewed and monitored occasionally. The review and monitoring process helps to make the policies more effective. These are very essential for present health care practices which are changing rapidly. Review and monitoring helps in quality assurance of the services being provided at the health and social care units. In fact this is the final step of the risk assessment process. It includes inspection of the success of the policies which have been implemented, keeping a check on their developments and the drawbacks (HARRISON, 2012). This is the only way by which the system can be kept up to date and also to ensure that the changes implemented are serving their purpose and have not just proved to a waste (Williams, 2015). At my organization the information gathered through the risk assessment process are reviewed occasionally to find out if the problems have been mitigated or whether they still exist. Notes are to be taken of the positive and negative effects of the changes which have been implemented. These recordings are very important as they would become the basis of future change. After the data has been reviewed a report is circulated amongst the stake holder which in turn serves as an impetus for the entire team to keep up the good work. But in case the results are poor then it would encourage the team to strive for better performance. This practice of communication adopted at my workplace is a very ideal system since the workers are the ones who have contributed to such outcomes. Thus we may say that this process involves reviewing of the prevailing practices, conducting audit of the threats and risks involved, subjecting the policies and procedures to recent updates, finally gaining wisdom from prior experience. An organization in order to be effective must take a note of the past threats and should attempt to formulate strategies to prevent reoccurrence of such threats. Effectiveness of health and safety policies From my experience I would say that the policies concerning health and safety have an effect on the care providers and also the service users. This is owing to the fact that both have to comply with the policies implemented by the health and social acre unit. These policies render protection to the service users from the health and safety issues they might face as users of services of a certain care providing institution. Health and safety policies in hospitals include protective gears, signage etc which are all designed for the welfare of the service users. As far as the care providers i.e. the health care workers are concerned, policies concerning them include, issues regarding handling of patients and other professional issues like command chain etc. Policies are framed by the health and social care organizations so as to run the institution properly without causing any harm to anybody. The organizations arrange for seminars as a part of these policies so as to educate the workers so that they may make use of the skills properly. These policies are not just for the benefit of the organization and the employers and employees, they are equally beneficial to the service users as when the workers are properly skilled they are the ones who would be finally benefitted. Evaluation of my own contributions to ensure health and safety at workplace In my present job I make sure health and safety of the service users are of utmost importance and take necessary actions to upkeep the health and safety of the service users. In order to do so I try to abide by the below mentioned rules which I have set for myself to ensure health and safety at workplace. The foremost duty of a care provider or for that matter any individual is to be careful regarding his/ her own safety. I have made myself acquainted with the legislation of the workplace and have made it is a point that all clauses are clear to me. I have made myself familiar with the health and safety requirements which might affect my job. I try to work safely and at the same time encourage my colleagues to do the same. While operating the health care machines and equipments I make sure that I wear lose clothing and no jewellery. Whenever the hospital makes arrangement for trainings I participate invariably so that I can do my job with better skills and precision. I take proper precaution so that I do not end up causing harm to others in the course of my employment. I keep a proper check on the personal protective care equipments. In case they lack the proper standard I inform the same to the higher authorities. If I ever come to know of any prevailing unsafe condition in the hospital I take steps to do away with the unsafe conditions, if they are within my reach or inform the authorities about such condition. While carrying out jobs I never take shortcuts by avoiding totake proper care. These are some steps I take as a health care employee to ensure health and safety at my workplace. References Ali, S., Chalder, T. and Madan, I. (2014). Evaluating Interactive Fatigue Management Workshops forOccupational Health Professionals in the United Kingdom. Safety and Health at Work, 5(4), pp.191-197. Bate, P. (2004). The next phase of healthcare improvement: what can we learn from social movements?. Quality and Safety in Health Care, 13(1), pp.62-66. Bradshaw, P. (1995). The recent health reforms in the United Kingdom: some tentative observations on their impact on nurses and nursing in hospitals. J Adv Nurs, 21(5), pp.975-979. Davies, A. (2010). Workplace Law Group A1Books.co.in Rediff Books Flipkart Infibeam Find in a library All sellers New! Shop for Books on Google Play Browse the world's largest eBookstore and start reading today on the web, tablet, phone, or ereader. Go to Google Play Now My library My History Books on Google Play Workplace Law Handbook 2011 - Health and Safety, Premises and Environment Handbook. Workplace LAW Group. Flin, R. (2006). Measuring safety climate in health care. Quality and Safety in Health Care, 15(2), pp.109-115. Garcarz, W. and Wilcock, E. (2005). Radcliffe Publishing A1Books.co.in Rediff Books Flipkart Infibeam Find in a library All sellers New! Shop for Books on Google Play Browse the world's largest eBookstore and start reading today on the web, tablet, phone, or ereader. Go to Google Play Now My library My History Books on Google Play Statutory and Mandatory Training in Health and Social Care: A Toolkit for Good Practice. Radcliffe Publishing. HARRISON, J. (2012). Occupational Safety and Health in The United Kingdom: Securing Future Workplace Health and Wellbeing. Industrial Health, 50(4), pp.261-266. HARRISON, J. (2012). Occupational Safety and Health in The United Kingdom: Securing Future Workplace Health and Wellbeing. Industrial Health, 50(4), pp.261-266. Health and Safety in Care Homes. (2014). Health and Service Executive. Health and Safety in Workplace. (2013). ncfe. Hse.gov.uk, (2014). Healthand social care services. [online] Available at: https://www.hse.gov.uk/healthservices/ [Accessed 17 Jun. 2015]. Hughes, P. and Ferrett, E. (2007). Introduction to Health and Safety at Work. Routledge. Nolan, Y. (2005). Health and Social Care. Heinemann. Powell, M. (2002). Dilemmas in UK Health Care. Health and Social Care in the Community, 10(5), pp.412-413. Scie.org.uk, (2013). Dignity in care - Key legislation: Health and safety legislation. [online] Available at: https://www.scie.org.uk/publications/guides/guide15/legislation/otherlegislation/healthandsafetylegislation.asp [Accessed 17 Jun. 2015]. Simons, T., Leroy, H. and Savage, G. (n.d.). Leading in health care organizations. Stuart, R. (2001). Effective safety and health training. Chemical Health and Safety, 8(2), p.43. Sullivan, C. (2010). Managing Helath and Safety in Owrkplace. Summerhayes, S. (2010). Design risk management. Chichester, West Sussex, U.K.: Blackwell. Wears, R. (2004). Organisations and safety in health care. Quality and Safety in Health Care, 13(suppl_2), pp.ii1-ii1. Williams, P. (2015). The growing importance of health and safety for care homes. Nursing and Residential Care, 17(6), pp.352-353. Woodward, K. and Tomlinson, N. (1985). The use of computers in the Health and Safety Executive (HSE) to store information on industrial chemicals. Informatics for Health and Social Care, 10(2), pp.123-127.

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Compare and Contrast Essay Topic Sentences - Exploring The Different Types of Essay Topics

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Essay Topics About Manga

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Privacy and Surveillance Social Media Sample Essay

Privacy and Surveillance Social Media Sample EssayIf you want to get into a good school for your high school social studies curriculum, you can consider writing a privacy and surveillance social media sample essay. The following are the advantages and disadvantages of this approach to teaching about privacy and surveillance in a social studies program.The first advantage is that a privacy and surveillance social media sample essay is somewhat more in line with what school's literature is talking about. Most of us are familiar with the issues of privacy and surveillance, but few of us have ever had the opportunity to read or write a comprehensive, well-rounded curriculum that covers all of these topics at one time.Privacy and surveillance are of concern to many in the world today. Individuals will often take up a cause to get access to certain tools or techniques to protect their privacy, particularly online. That is why it is helpful to engage students in learning about these issues at the very beginning of the high school curriculum.Another advantage of a privacy and surveillance sample essay is that students can write about their own concerns in writing a sample essay. Students who may be having problems with social networking sites, for example, can write an essay and explain their reasons for doing so. In many cases, this will provide a valuable conversation starter and they can discuss it further in class or through the peer group as well.Once you have written a sample essay on the basics of privacy and surveillance principles, you can also create conversations and discussions related to these issues as part of the class. The reason for this is that students will have to talk about their own problems, struggles, and anxieties about privacy and surveillance in the public domain. This can help them understand the concept and the basic principles in a much more objective manner.Privacy and surveillance social media sample essay can benefit students by providi ng a forum for them to speak their minds, express their feelings, and talk about their concerns. It can be a great way to initiate discussions.

Teenage Homosexuality Essays - Sexual Orientation,

Teenage Homosexuality Teenage Homosexuality Of the many emotions a gay man or woman feel, perhaps the most powerfully pervasive is fear. The fear of being found out is real enough, but the worry does not end there. There also lurks the fear of being called names, being assaulted, perhaps even killed. For adults these fears are horrible enough. For a lesbian and gay teenager, who lack experience and life skills to cope with them, such fears can be overwhelming. Lesbian, gay, and bisexual youth face many problems as they realize they are homosexual. Often they don't know even one other homosexual person and feel very alone and misunderstood. They see very few role models, no one to identify with. No one knows their secrets, no one shares their pain. No one will stop others from name calling if the name calling is about homosexuality. Who would dare to speak up? No one speaks up, not in junior high and high school. College, perhaps; pride events are more easily seen then, but in high school no one speaks up. Imagine dearly loving someone else and having to keep it totally secret because if you don't you will be punished -- cast out of your home by your family, ostracized by your friends, perhaps losing your job. This is the world of the lesbian and gay young person. The feelings homosexual youth face are only the beginning of the problem. As they recognize that they are different and discriminated against, they lose self esteem and become depressed. Many become suicidal and develop a feeling of extreme depression and helplessness. Those who don't commit suicide live an adolescence of silence and oppression, rarely being able to speak up without being struck down by peers. The U.S. Department of Health and Human Services (DHHS) Task Force on Youth Suicide issued a report in January of 1989 concluding that lesbian and gay youth may constitute "up to thirty percent of completed suicides annually" and that "homosexuals of both sexes are two to six times more likely to attempt suicide than are heterosexuals. Homosexual youth can not speak up because of fear and misunderstanding. And when no one speaks up for them, no one stops the pain, many teens can not handle it and commit suicide. This is the meaning of the commonly known phrase, "Silence equals death." Not only do they face unrestricted discrimination and harassment at school, they often face similar or worse homophobia at home. Parents, unaware of their children's sexual orientation, often make cutting remarks about homosexual television characters, community members, or the orientation in general. They may not even recognize their comments, but the child (or children) is hanging on to every word, looking for at least a tiny bit of acceptance from family. Many times they find hate instead of acceptance, sometimes to the point of being kicked out of the house at age 14 or 15 when a homophobic parent does find out. This leaves them with nowhere to turn. Many of these teens are themselves suffering from the same prejudices that the rest of their family may share. Or perhaps they've gotten past that, and started to forge a new identity, where being gay or lesbian is something of which they can be proud. Sometimes, what makes it so especially hard for gay teens is the very thing that protects them, their invisibility. What African-American parent would be making jokes about black people at the kitchen table? What Jewish family would sit around casually commenting on how God condemns the Jews? But the lesbian, gay or bisexual teen, sitting there in their cloak of presumed heterosexuality, laughs outwardly, or joins in expressing shared disgust, while yet another chunk of their self-esteem has been chiseled away. Homosexual teens can not confide in parents, friends, or often even the church. Most Christian churches condemn homosexuality and back up their beliefs with the Bible. However, the major references to homosexuality in the Bible are badly mistranslated. Nowhere does the Bible mention same-sex love negatively; it only mentions prostitution, specifically in reference to local cults. More information can be found at the URL http://cent1.lancs.ac.uk/lgb/eight.html which is a detailed retranslation of eight major Bible passages used to condemn homosexuality. Homosexual youth often go to church with family as expected, only to hear the condemnation of themselves echoed by the entire church. Where is the loving God the church is supposed to be echoing? What love exists in condemning people for who they love? Each youth sits there listening to parents, siblings, friends, and religious leaders tear apart their feelings of love and self esteem,

Pepe Jeans Brand Management Essays

Pepe Jeans Brand Management Essays Pepe Jeans Brand Management Paper Pepe Jeans Brand Management Paper This report aims to evaluate the brand image, positioning and brand value of a popular denim brand Pepe Jeans. Pepe is a renowned brand in the apparel industry and is amongst the top international jeans and casual wear brand. This report will also discuss the philosophy and essence of the brand, what it stands for the USP (Unique Selling Point) of the brand and how Pepe Jeans is perceived in the consumer mind. The purpose of researching the brand extensively is to help us understand the strengths and weaknesses of the brand from the point of view to verify its effectiveness. Pepe offers a wide range of products to its consumers and tries to cover the intended target market through its advertising and promotions. The brand is present across the globe in almost 100 countries with numerous loyal customers. A Brief History Headquartered in Madrid, Spain Pepe Jeans London, was started in a small market stall running only on weekends in West London by three brothers from Kenya Nitin, Arjun and Milan Shah in the year 1973. The brothers wanted to set up a British brand of jeans that would be known globally. The jeans that they sold were of good quality and fitting and within no time, the business started to boom. The brand was inspired by London street-wear style and was called Pepe because it was a short two syllable word that was really fast to remember. Pepe was the first brand which enforced that jeans should not be sold hung like a trouser for which they even had to fight with the retailers. By 1980, the brand was competing against the big rival brands like Levis, Lee, etc. for the No. 1 place in U.S. Pepe became UKs most successful jeans brand and even had Jason Priestly and the popular band The Smiths featured in their advertising campaign. Some of the campaigns were censored as Pepe ads usually t eased the boundaries of socially acceptable imagery and norms. This helped them gain the attention of the consumers in the ever expanding world of advertising. Pepe is the fastest growing label in the world and has grown to be more than a $500 million denim and casual wear brand. Brand Image According to Kotler (1988) and Herzog (1963), brand image is the perception of the brand regarding the values it carries in the mind of the consumer. Denims are perceived as a casual wear and the wearer carries an attitude whilst wearing it. Pepe has managed to make denim a style statement. Pepe Jeans is perceived as a premium and international brand which houses casual wear with the heart of London in the brand. The products offered are contemporary and innovative and the impression it leaves, is never missed. The brand image is not a thought on its own, it is engraved in the consumer mind by the marketers through the use of various marketing tools. Some other researchers like Ditcher (1985) define that the impression that the product creates as a whole and not by its individual characteristics is what forms the image of the brand. Pepe offers a whole wardrobe solution from jeans to skirts, to jackets, t-shirts, shirts, cargos, capris and a wide selection of accessories like caps, bags, wallets, belts and even socks. In the case of Pepe Jeans, the marketing and pricing has made the brand appealing to primarily youngsters. The brand has been practicing aggressive pricing i.e. they are competitively priced to their competitors and other international brands. The campaigns reflect that the brand is young at heart and promotes a rebellious attitude through its advertising. The concept is to be bold and ambitious which has helped the brand create a connection with both the sexes globally. As per Abraham (2005), to save the brand legal issues, the brand name should always be unique and distinct. The brand is called Pepe because it was a short two syllable word that was easy to remember and fast to sign on a cheque. Brand Positioning Positioning of a brand can be observed by evaluating how the brand appears when seen in contrast with its competitors. Brand positioning is controlled by the company and its marketing team. They concentrate on delivering and positioning the product in the right way to the intended target audience. All the efforts put together create the brand image of the company. (Park et. Al., 1986) Since its inception, the positioning of the brand was that, Pepe Jeans is all about international premium jeans and casual wear. To be a successful brand, the brand must keep in mind the offering its makes to its consumers and makes the product exclusive to set itself apart from the competitors (Friedman, 1993; Muse Hartung, 1973). The brand continuously developed new fabrics and silhouettes which all had a perfect finish. Pepe used this as a P.O.D. (Point of Difference) to promote itself as The premium jeans, inspired by Londons street wear. For a consumer to feel associated with what the brand wants itself to be perceived as, it is important for the brand to first build a relationship with the consumer (Aaker, 1991). All the retailers in the category are characterised in terms of maturity, capacity, and difference in price which leads to the common factor in all stores (Standard Poor, 1995). Pepe has differentiated itself by keeping the promise of being committed to quality products. They have strived to be best in the commercial aspect and by being the most service oriented. Brand positioning comprises of three important elements namely identifying the possible competitive advantages, leverage the strongest advantages and communicate them in an effective manner and lastly make sure that the message has reached the target group, all these factors combined together influence the buying behaviour of the consumer (Kotler, 1988). In connection with the brand, Pepe whilst positioning itself clearly identified themselves as a premium denim brand which the consumer would crave for and branded themselves with the same proposition. They created their USP from the simple fact that they manufactured the best quality denims which were inspired from London street wear. The brand stands for the youth and talks about being young, cool, creating a style statement, independent and self confident which exudes an attitude of the person who is wearing it. The second element is to identify their own strength which was inspired from Londons energy and street wear styles, every garment exudes an attitude and promoted this through their advertising. The third element is to segment the market and identify the appropriate target audience, having in mind what are the elements of your brand that are able to satisfy their needs and how you are related to this group. Pepe managed to identify and connect with all the three elements ma king it one of the most successful international brands. A successful brand should create an image for its product that, in the consumers mind is associated with the quality, the Unique Selling Point of the product and the superiority towards the competitor. (Vranesvic and Stancec, 2003) Brand Equity and Value A brand is the representation of ownership and product segregation manifested through names, logos and trademarks (Chernatony and Riley, 1998; Hankinson and Cowking, 1993). In the American Marketing Association (1960), the definition of a brand is a name or term, a symbol or design, or maybe a combination of the two which is intended to identify the product or service of the seller and enable them to differentiate it from its competitors. Brand equity expresses the value of a product compared to as if the same product didnt have a brand name. Therefore brand equity is based on the added value of the product because of the brand name. Equity consists of brand awareness and brand image (Aaker, 1991; Ailawadi et.al, 2003). Pepe over the years has successfully established itself in the consumer minds by constantly delivering high quality products and numerous advertising campaigns. Pepes brand value has been focused and been a trademark in the category recognised for the commitment and s ervice provided to the consumers. The brands are seen as corporate assets which have to be taken care of, invested in and have to be nurtured to grow. The brands are conceptualised as value enhancers which has led to the development of the concept of brand equity (Wood, 2000). Pepe has been marketed keeping a target audience in mind and has managed to create a bond of trust and a relationship with the consumers. Pepe as a brand name through the consistent performance and every growing demand in the market by opening new stores and a modern youthful urban image has created a sense of comfort in the consumer mind. As per Biel (1993), the concept of brand equity is very consumer-centered and it said that the consequence is focused more on output rather than input. The brands differentiating factor is that Pepe is much more than just a denim company, it offers a complete casual wear line with knits, wovens, non-denims and accessories under its umbrella. Pepe Jeans takes pride on the fashion forecasting abilities and setting trends with every collection they offer to their consumers. The consumers perception of the quality of the brand is what helps create brand equity.