مطالب

Branding is an operational strategy to distinguish the industry, besides at present time, companies and organizations are not only pursuing competition for owning the market of products and services, but also making effort to align customers' mental perceptions with themselves (product/ brand) .Nowadays, the brand is no longer just a potent mechanism available for managers. Branding is a strategic requirement that supports organizations to make more profits for customers as well as sustainable competitive advantages. Sustainable competitive advantage is essential to maintain the survival of organizations at present competitive environment. Competitive advantage is an invisible structure and is inherently complex and demanding to identify due to its latent nature.

In Reason and the Heart , William Wainwright defends a kind of religious evidentialism, one that takes int consideration the promptings of the heart, provided the heart is a virtuous one; and he claims that this view is able to avoid relativism. Here, Wainwright’s evidentialism is examined in relation to other views that have gone by that name. Wainwright’s position is briefly stated together with an expression of doubt about its ability to fend off relativism. Following this, an outline of the history of evidentialism is presented. It is concluded that Wainwright’s view is not really a form of evidentialism at all. Evidentialism may be weakened in two ways: (1) redefining “evidence” to include elements that are not recognized by objectifying inquiry; (2) allowing subjective factors, such as religious emotions, to govern the interpretation of the evidence. Wainwright describes his view as a form of evidentialism because it does not avail itself of (1); but it is only misleadingly called “evidentialism” because of (2). After making this case, several reasons are presented for rejecting evidentialism. It is argued that evidentialists focus attention of what the evidence is to determine whether beliefs are justified or rational, while how the evidence is treated is of no less importance when beliefs are supported by reasons. Furthermore, there are beliefs the justification of which is a practical matter of commitment to a more general framework rather than inference from some body of evidence. It is suggested that some religious beliefs may fall into this category.