Essay Example Licensing in fashion industry Example For Students

Essay Example: Licensing in fashion industry What is the meaning of licensing agreement? The verb to license is synonymous of give permission. A licensing agreement is an authorization to use licensed material granted by a party named: Licensor to another party called: Licensee. This is a contract between this two parties. The purpose of a licensing agreement is the authorized use of the licensees trademark, by the licensee, specified in the terms of the contract. We know two different types of licensing based in the use of common trademarks or famous trademarks. The Licensing in fashion industries is based in the use of famous brands such us Airman, Dolce Cabana, Pravda and other mansion. A license under intellectual property has several components such us: ?+ Term ?+ Auditing: quality control monitoring ?+ Advertising and other costs connected to promotion ?+ Exclusivity ?+ Termination: Renewal ?+ Infringement: Litigation The assignment of a license often depends on specific contractual terms. The licensing agreement is only applicable for a particular geographic region, Just for a certain period of time or barely for a stage in the value chain. L 1. Advantages of a licensing agreement. When a society decides to put in place a licensing agreement must assess what are the benefits that will arise from the relationship between Licensor and Licensee. ?+ Advantages for Licensor: as in all the contract is important to have a return. A licensing agreement is useful to enlarge the societys geographic market; to decentralized and differentiate the offer in order to reduce the business risks; to increase the recognition, popularity and fame of her core brands, giving the same image of trademark in each store and in all points of sales; financial benefits in remarry market due to positive feedback in licensees products and in secondary market because of royalties in licensees sales. ?+ Advantages for Licensee: industrial benefits in order to increase the range of licensees products by making them more recognizable by supporting low costs to rise trademark distinctiveness. . 3 terms of the contract. A successful brand licensing requires a planned strategy: ?+ to determine core brands values in order to use them in the new category of products. ?+ to identify the level of differentiation desired. ?+ the achievement of leverage in the new category of products/services. . 4 several risks for the parties. One of the risks for licensor is due to the lack of monetary return: Royalties. But the major risk is the loss of control regarding the uniqueness of the brand (the customer feel inaccessible the trademarks products). The licensees product are always not in line with the concept of trademark, so its value is blurred. The market confusion regarding the change of the trademarks strategic position that cause the disorientation of loyal costumer. The risk of lower quality of licensees products than the quality of licensees services, that bring consumers to Judge products not good enough to be acquired. The high cost of license agreement. The impossibility to have enough time and business to recoup the investments. The risk of management of unsold goods and inventories. The licensor and the licensee must discuss about the licensing agreement in order to decrease the risks. There are many clauses which the parties can establish to better define the terms of the contract in order to ameliorate the performance. The subject of the major clauses regards the fees beyond royalties, sub-licenses and the costs connected with promotion and advertising of trademarks products. The base of a good licensing agreement is the correct and clear information about the firm: its value, positioning and the quality of its image. 1. Rules about Licensing agreement in USA. The Layman act 1125: the mistake caused by any people who in commerce uses any word, name, symbol or the combination of both similar to another recognizable trademark could be liable in a civil action. According to the Layman act 1064 a petition to cancel a registration of trademark may be changed at any time if the trademark is used by the registrant or with his permission so as to misrepresent the reso urce of goods or services in connection with which the mark is used. 3 1. 6 Licensing agreement in European law. .u15d5653400dc268e5ac1ec932cd41ea5 , .u15d5653400dc268e5ac1ec932cd41ea5 .postImageUrl , .u15d5653400dc268e5ac1ec932cd41ea5 .centered-text-area { min-height: 80px; position: relative; } .u15d5653400dc268e5ac1ec932cd41ea5 , .u15d5653400dc268e5ac1ec932cd41ea5:hover , .u15d5653400dc268e5ac1ec932cd41ea5:visited , .u15d5653400dc268e5ac1ec932cd41ea5:active { border:0!important; } .u15d5653400dc268e5ac1ec932cd41ea5 .clearfix:after { content: ""; display: table; clear: both; } .u15d5653400dc268e5ac1ec932cd41ea5 { display: block; transition: background-color 250ms; webkit-transition: background-color 250ms; width: 100%; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #95A5A6; } .u15d5653400dc268e5ac1ec932cd41ea5:active , .u15d5653400dc268e5ac1ec932cd41ea5:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .u15d5653400dc268e5ac1ec932cd41ea5 .centered-text-area { width: 100%; position: relative ; } .u15d5653400dc268e5ac1ec932cd41ea5 .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .u15d5653400dc268e5ac1ec932cd41ea5 .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .u15d5653400dc268e5ac1ec932cd41ea5 .ctaButton { background-color: #7F8C8D!important; color: #2980B9; border: none; border-radius: 3px; box-shadow: none; font-size: 14px; font-weight: bold; line-height: 26px; moz-border-radius: 3px; text-align: center; text-decoration: none; text-shadow: none; width: 80px; min-height: 80px; background: url(https://artscolumbia.org/wp-content/plugins/intelly-related-posts/assets/images/simple-arrow.png)no-repeat; position: absolute; right: 0; top: 0; } .u15d5653400dc268e5ac1ec932cd41ea5:hover .ctaButton { background-color: #34495E!important; } .u15d5653400dc268e5ac1ec932cd41ea5 .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .u15d5653400dc268e5ac1ec932cd41ea5 .u15d5653400dc268e5ac1ec932cd41ea5-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .u15d5653400dc268e5ac1ec932cd41ea5:after { content: ""; display: block; clear: both; } READ: Parisienne Fashion and Impressionism EssayArt 51 the rights of the owner of a community trademark must be revoked, the licensee is liable to misrepresent the public. Both in USA and in EX. the licensee run two typologies of risks: ?+ common repairs ?+ cancellation As we said in the first part of the essay the licensor has an economic advantage to defend the power and recognition of the trademark but he has also a Juridical interest not to lose the registration of trademark. 4 1. 7 How to defend the trademark. The licensor has two possibilities to preserve his trademark. Ђ?+ Ex ante he can includes in the licensing agreement clauses about monitoring and inspecting the q uality and the standards of the services provided. Licensees purpose and licensees interest must be aliened. ?+ Ex post the licensor could act against the licensee if he did not respect the contract (like the quality of the service) or if he forged the trademark. 2. 1 The brand Licensing. Introduction. The license agreement relates to a right granted by a permit, if there is not this authorization the use of the mark is an illegal act. The license agreement must not be confused with a permit that relates to a license for a shorter period of time. The brand licensing deals with the granting of licenses by those who own the trademark to those who are interested (individuals or companies) to use them in the production of the products, over a period of time and in a defined territory. The brand licensing, especially in the fashion industry, is used to extend own brands to products of an entirely different nature. The licensor has the advantages such as: being able to choose the products to be sold under license and authorize the sale of prototypes ND choose the best licensee. The benefits in a license agreement also concern the licensee, he may increase his market power by strengthening the brand through brand recognition, increase its sales going to extend the range of audiences served, develop models and sell them in special shops. Enter into a contract brings benefits to both of the parties: the licensee must paid periodically (monthly, semi-annually depending on terms of the contract signed by both parties) royalties to the licensor. And the licensee has a return on sales and investments with the exploitation of licensor s trademark. Most of the major Italian fashion industries enters into licensing agreements for ancillary products, such as perfumes, sunglasses, watches (an example is that of D or Airman) or for the production of knitwear, such as Ralph Lauren. The fashion licensing is the most widespread among the license agreements between industries. As we said before it mostly concerns the dissemination of products relating to health and beauty, accessories, clothing and household products. N some cases the brand owner decides to license the production, distribution and marketing of its core apparel categories, in other cases, he designer of the brand identifies specific categories that can be licensed by extending the brand into areas other than those of clothing. The licensor maintains strict control over the quality and the design. 2. 2 Airman case a practical example. We can see a practical example with the license agreement signed in 2011 between Airman and Ululation for the production and distribution of prescription frames and sunglasses. The Airman Group has decided not to renew the licensing agreement with Safari, expiring on December 31, 2012, in favor of Ululation. The licensing agreement with Ululation, anticipated with the signing of a letter of intent basis, in November 2011, for a ten-year exclusive license agreement for the design, production and distribution worldwide for collections of sunglasses and prescription eye-wear under the Giorgio Airman, Emporium Airman and a / X from 2013. .u6e4d6d685b3579f4071da78895d128f4 , .u6e4d6d685b3579f4071da78895d128f4 .postImageUrl , .u6e4d6d685b3579f4071da78895d128f4 .centered-text-area { min-height: 80px; position: relative; } .u6e4d6d685b3579f4071da78895d128f4 , .u6e4d6d685b3579f4071da78895d128f4:hover , .u6e4d6d685b3579f4071da78895d128f4:visited , .u6e4d6d685b3579f4071da78895d128f4:active { border:0!important; } .u6e4d6d685b3579f4071da78895d128f4 .clearfix:after { content: ""; display: table; clear: both; } .u6e4d6d685b3579f4071da78895d128f4 { display: block; transition: background-color 250ms; webkit-transition: background-color 250ms; width: 100%; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #95A5A6; } .u6e4d6d685b3579f4071da78895d128f4:active , .u6e4d6d685b3579f4071da78895d128f4:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .u6e4d6d685b3579f4071da78895d128f4 .centered-text-area { width: 100%; position: relative ; } .u6e4d6d685b3579f4071da78895d128f4 .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .u6e4d6d685b3579f4071da78895d128f4 .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .u6e4d6d685b3579f4071da78895d128f4 .ctaButton { background-color: #7F8C8D!important; color: #2980B9; border: none; border-radius: 3px; box-shadow: none; font-size: 14px; font-weight: bold; line-height: 26px; moz-border-radius: 3px; text-align: center; text-decoration: none; text-shadow: none; width: 80px; min-height: 80px; background: url(https://artscolumbia.org/wp-content/plugins/intelly-related-posts/assets/images/simple-arrow.png)no-repeat; position: absolute; right: 0; top: 0; } .u6e4d6d685b3579f4071da78895d128f4:hover .ctaButton { background-color: #34495E!important; } .u6e4d6d685b3579f4071da78895d128f4 .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .u6e4d6d685b3579f4071da78895d128f4 .u6e4d6d685b3579f4071da78895d128f4-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .u6e4d6d685b3579f4071da78895d128f4:after { content: ""; display: block; clear: both; } READ: Fashion Film EssayAfter ten years of intense collaboration with Safari the Airman group decides not to renew the contract, a serious loss in the short period (150-200 million euros) for Safely that is certain to recover it in the long term thanks to licensing agreements with Polo Ralph Lauren ND Cline. Andrea Gouger, CEO of Ululation says: Back in 1988 Giorgio Airman and Ululation started a very successful Journey together: together we changed the world of eyeglasses which, previously perceived as mere functional instruments, evolved into aware and into indispensable fashion accessories. Airman is eponymous of excellence of Made in Italy and represents values which are perfectly in line with ours. We are therefore excited to work together again, in a partnership that will for sure be mutually beneficial, The market had already understood the impending ivories between Airman and Safely, favoring an agreement with Ululation who previously collaborated with the Group from 1988 to 2003, a long collaboration that led to explode the sunglasses and eyeglasses sector, making the glasses a real fashion accessory. The non-renewal of the license agreement between Airman and Ululation in 2003 was a surprise analyzing the close cooperation and sharing of innovative ideas between the two entrepreneurs. 2. 3 Michael Koru case a practical example. With this example we may analyze the key parts of the license agreement, between Michael Koru and P. R. China, which can often be considered common to all licensing agreements in the world of fashion industry regarding the manufacturing of the products.

Easily Misunderstood free essay sample

How often have you found yourself talking to someone close to you, thinking the conversation is going along great when the other person reacts in an irritated manner? Or even an anxious manner? You think back to what you have said, reviewing your comments and nothing sticks out as being particularly bad. Well you have just experienced a misunderstanding. For many people, their communication skills with loved ones are not as strong as they think† (Anon. , 2011, p. 1). Communication is a two way street where both people need to be traveling the same direction. When one person gets off course or veers then we have a miscommunication. In the article entitled, â€Å"Close Relationships Sometimes Mask Poor Communication† study co-author Nicholas Epley, a professor of behavioral science at the University of Chicago Booth School of Business, explained, Our problem in communicating with friends and spouses is that we have an illusion of insight. We will write a custom essay sample on Easily Misunderstood or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Getting close to someone appears to create the illusion of understanding more than actual understanding (as cited in Anon. , 2011, p. 1). I had just such a miscommunication take place tonight. â€Å"As social animals, we want and need connections with other people† (Soles, 2011, p. 22). Tonight I experienced a miscommunication with my family. We were planning to get together as we usually try to do on Monday nights, due to misunderstanding and miscommunication on everyone’s part we did not end up getting together. I wanted that connection to my family. So alas I write this paper about that very miscommunication instead. Our first mistake was trying to organize it through texting and two different people trying to coordinate it at the same time. That never works. Secondly, my mom assumed no one was going to show up so she made other plans before waiting for any of us to answer back. The only plus to the experience is she did let us know in time so we didn’t head to her house and accidentally show up when her friend did too. To avoid this type of miscommunication in the future we could talk on the phone or email everyone at one time. Also clarify when one thinks the response is in the negative and not the affirmative. If one of us is questioning an answer as iffy then ask the sender to clarify their response and not assume it is an automatic no. These days with all the social media, texting, emailing, etc. I find miscommunications to be more prevalent and more abundant. Many of us have had our feelings hurt by a simple misunderstanding or misspelling when receiving an electronic message. In my example from tonight there were too many veering cars on our road to communicating though luckily no collisions. Had we just communicated more openly and honestly not assuming anything we could have avoided the misunderstandings and any potential hurt feelings. Communication is a two way street but you both have to be going the same direction or it leads to miscommunication.

Bernard Surname Meaning and Origin

Bernard Surname Meaning and Origin The common Bernard surname derives from the Germanic given name Bernhard or Beornheard, meaning strong or brave as a bear, from the elements beran, meaning bear and hardu, meaning brave, hardy, or strong. The Bernard surname has appeared with several dozen different spelling variations, originating in a number of different countries. Bernard is the 2nd most common surname in France.   Alternate surname spellings:  Barnard, Bernart, Berndsen, Bernhard, Bernhardt, Bernaert, Benard, Bernat, BernthSurname origin: French, English, Dutch   Where in the World Do People With This Surname Live? According to surname distribution data from Forebears, Bernard is the 1,643rd most common surname in the world- most prevalent in France, and in countries with a French-speaking population or French histories such as Haiti, the Ivory Coast, Jamaica, Belgium, and Canada.  WorldNames PublicProfiler also has the surname as most common in France, followed by Luxembourg and Canada (especially on Prince Edward Island). Geopatronyme, which includes surname distribution maps for different periods of French history, has the Bernard surname as fairly common throughout France during the period 1891–1915, although slightly more common in Paris, and the departments of Nord and Finistà ¨re. The popularity in Nord has continued to increase, now topping the list by a large margin. Famous People With This Last Name Claude Bernard -  French physiologist; pioneer in the introduction of blind experiments and the discovery of homeostasisCatherine Bernard - French novelistÉmile Bernard  - French painterÉmile Bernard  - French composerTristan Bernard - French novelist and playwright Genealogy Resources How to Research French Ancestry - Learn how to research your French family tree with this guide to genealogical records in France. Includes information on both online and offline records including birth, marriage, death, census and church records, plus a letter writing guide and tips on sending research requests to France.Family Genealogy Forum - Search this popular genealogy forum for the Bernard surname to find others who might be researching your ancestors, or post your own Bernard genealogy query.FamilySearch - Explore over 2.3 million historical records which mention individuals with the Bernard surname and its variations, as well as online Bernard family trees.GeneaNet - Includes archival records, family trees, and other resources for individuals with the Bernard surname, with a concentration on records and families from France and other European countries. References Cottle, Basil.  Penguin Dictionary of Surnames. Baltimore, MD: Penguin Books, 1967.Dorward, David.  Scottish Surnames. Collins Celtic (Pocket edition), 1998.Fucilla, Joseph.  Our Italian Surnames. Genealogical Publishing Company, 2003.Hanks, Patrick and Flavia Hodges.  A Dictionary of Surnames. Oxford University Press, 1989.Hanks, Patrick.  Dictionary of American Family Names. Oxford University Press, 2003.Reaney, P.H.  A Dictionary of English Surnames. Oxford University Press, 1997.Smith, Elsdon C.  American Surnames. Genealogical Publishing Company, 1997.

Free Essays on Double Talk

. Lutz argues that doublespeak is â€Å"Insidious because it can infect and ultimately destroy the function of language, which is communication between people and social groups.† Thus goes on to say, â€Å"Doublespeak is the product of clear thinking and is language carefully designed and constructed to appear to communicate when in fact it does not.† Lutz describes at least four kinds of doublespeak: euphemism, jargon, gobbledygook, and inflated. Euphemism is a word or phrase that is used to avoid a â€Å"harsh or distasteful reality.† For example, â€Å"I am sorry your father has passed away,† instead of, â€Å"I am sorry your father is dead.† Euphemism is used to protect one’s feelings of another person, and to communicate concern over the grieving person. When euphemism is used to mislead or deceive, it has now become doublespeak. For instance, the government does not use â€Å"killing† anymore, but â€Å"arbitrary deprivat ion of life.† Jargon is a specialized language of a certain profession. For example, doctors, lawyers, mechanics, etc†¦ all have a kind of code talk. Codes like jargon is used to communicate clearly, quickly, and efficiently. When a member of a certain profession uses jargon to communicate with a person of the outside group and knows that the person does not understand su... Free Essays on Double Talk Free Essays on Double Talk William D. Lutz’s article on â€Å"Language, Appearance, and Reality: Doublespeak in 1984,† is about the disguising of words to make sentences â€Å"more appropriate.† What I mean here by â€Å"more appropriate,† is the notion that people can say something using misleading words to get the real message across, without the listener or reader realizing it. Doublespeak in my point of view is like a magician doing a trick, for example he does his trick without the audience knowing how he does it. Same concept with a person using doublespeak, he gets his message across without his audience realizing what the true meaning behind his words. Lutz argues that doublespeak is â€Å"Insidious because it can infect and ultimately destroy the function of language, which is communication between people and social groups.† Thus goes on to say, â€Å"Doublespeak is the product of clear thinking and is language carefully designed and constructed to appear to communicate when in fact it does not.† Lutz describes at least four kinds of doublespeak: euphemism, jargon, gobbledygook, and inflated. Euphemism is a word or phrase that is used to avoid a â€Å"harsh or distasteful reality.† For example, â€Å"I am sorry your father has passed away,† instead of, â€Å"I am sorry your father is dead.† Euphemism is used to protect one’s feelings of another person, and to communicate concern over the grieving person. When euphemism is used to mislead or deceive, it has now become doublespeak. For instance, the government does not use â€Å"killing† anymore, but â€Å"arbitrary deprivat ion of life.† Jargon is a specialized language of a certain profession. For example, doctors, lawyers, mechanics, etc†¦ all have a kind of code talk. Codes like jargon is used to communicate clearly, quickly, and efficiently. When a member of a certain profession uses jargon to communicate with a person of the outside group and knows that the person does not understand su...

Ontogenetic change in skull morphology and Mechanical Advantage in the Essay

Ontogenetic change in skull morphology and Mechanical Advantage in the Spotted Hyena (Crocutacrocuta) - Essay Example Adult spotted hyena have durophagy adaptations that include large jaw, adductor muscles, simplified and robust dentition, and pronounced sagittal crest. Feeding of weaning hyena was limited by morphology compared to adult resulting from the study of ontogenetic change in the skull and feed apparatus. The study is, therefore, aimed at establishing as whether feeding of young hyena was limited by the skull shape, skull size, and the mechanical advantage of jaw muscles. The study also seeks to enquire if feeding apparatus is slow in the spotted hyena compared with other carnivores not adapted for durophagy. Various materials and methods were employed during the study. For instant, during sampling, ontogenic series of individuals of age ranging from 2 months to 18 years of 68 spotted hyenas we sampled. Most of the samples were from the southwest of Kenya in Masai Mara Reserve. Their age was estimated depending upon the appearance. On the other hand, to quantify skull changes, ‘2D landmark-based geometric morphometrics was used. Three views of the skull were analyzed that involved lateral cranium, lateral mandibles, and ventral cranium. In the analysis of fused lateral mandible and cranium for adult hyenas, semi-landmarks were used which later digitized by use of ‘tpsDig’. In addition, superimposition was used to remove variations (Holekamp, Lundrigan, Tanner and Zelditch 354). The analysis of change in ontogenetic shape was done as well as analyzing the relationship between shape and size over a given period (Holekamp, Lundrigan, Tanner and Zelditch 355). The ontogenetic trajectories were determined if they differed significantly. As a result, the sample sizes obtained from a pair of bootstrap used varied with ages. On the other hand, size of the muscle and mechanical advantage was determined first using traditional methods. For instant, size of the adductor muscle was estimated across the zygomatic arches by maximum width. The mechanical advantage was

U.S. and Texas government Essay Example | Topics and Well Written Essays - 250 words - 1

U.S. and Texas government - Essay Example While those that are republicans include among others; Montana, North Dakota, Wyoming, Texas, South Dakota, Utah, Arkansas, Indiana, Kentucky, North Carolina among others. c) Battle states are the states where both the democratic and the republicans have the same chances of winning in a given voting period. They are very important in the manner that they determine who will rule the nation after the elections. 2. Why does the SMSP election system lead to a two-party system? SMSP is the process of voting whereby the person who gets most votes wins. It leads to a two-party system because voters end up choosing among the two of the leaders to lead to them. All regions too elect one individual to represent them during the elections. a. What are the advantages of such a two-party dominant system? It enables the leaders to have a strong candidate so that their political agendas are represented. Voters are also not confused during voting to elect their leaders using their agendas. b. What are the drawbacks of a two-party dominant system? A two –party dominant system do not allow full participation of the rest of the members in other parties. They are also supported more by the government which leads to inequality. c. If you had the power to alter the American political system to a proportional representation and multi-party model, would you favor that change? Why or why not? It’s a voting method that uses quota system to ensure that each part wins with a given number of votes. It can’t represent all the voters.

Palliative Care in Heart Failure Essay Example | Topics and Well Written Essays - 3000 words

Palliative Care in Heart Failure - Essay Example In some cases there is only a slight reduction in the power of the ventricle, which causes mild symptoms. If the power of the pumping action is greatly reduced then more severe symptoms will result. Diastolic dysfunction. This means that the left ventricle does not fill up with blood as much as it should when the heart rests between each heartbeat. This may be due to various factors. For example, the ventricle may not relax fully between each heartbeat, or the ventricle may be more 'stiff' and less easily stretched than it should be. "Heart failure may be the result of damage to the heart muscle. The damage is most commonly caused by a heart attack, but sometimes it may be caused by excessive alcohol consumption or a virus infection. This may be referred to as 'cardiomyopathy.' Cardiomyopathy is a condition of the heart muscle where the cause is often not known". (2006c) "Heart failure can also result from conditions which put an extra workload on the heart. The heart may have coped with this increased workload for many years before heart failure occurs. Problems which can cause an increased workload include": (2006c) Heart failure is a common condition; estimates of prevalence range from 2to 10per 1000population, and the incidence is rising as more people survive acute coronary events 1. The median survival for heart failure (16months after first hospital admission, unadjusted) is worse than for many of the common cancers 2. Despite this poor outlook, those who die of the condition in the United Kingdom seldom access specialist palliative care services, and responsibility for their care lies with primary care, cardiology, geriatrics, or general medicine. Palliative medicine grew out of the hospice movement, and cancer charities still make a substantial contribution to the costs of palliative care. This, coupled with professional doubts over the wisdom of expansion, means that specialist care of the dying is virtually synonymous with cancer care in the United Kingdom 3. Palliative Care "Simply stated, palliative care is support and comfort for individuals and families living with chronic or life-threatening illnesses". (2006f) It can also be referred to as "Active total care offered to patients with progressive disease and their families when it is recognized that the illness is no longer curable, in order to concentrate on the quality of life and the alleviation of distressing symptoms in the framework of a coordinated service. The focus of Palliative Care is neither to hasten nor postpone death. It provides relief from pain and other distressing symptoms and integrates the psychological and spiritual aspects of care. Furthermore, it offers a support system to help relatives and friends cope during the patient's illness and bereavement" (2006h). Palliative care focuses on: Relieving pain and other uncomfortable symptoms Helping families and friends involved in caregiving Planning for chronic care and facing the end of life for patients with Cancer, chronic lung disease, heart disease and heart failure". (2006f) Heart Failure with respect to Palliative Care Several