Unity 3D Essay Example for Free

Unity 3D EssayBased on our look for Game knowledge is the process of creating video games and games can be developed as an artistic outlet and to produce a lot of money. Game developer is software developer, business or an individual who is in charge in creating video games. There are numerous types of video games examples areRPG, Actiongames, Adventure games, Strategy games, Vehicle Simulation games, Puzzle games, Sports games and many more. On this part the seekers discussed the data gathered in some related games in the World Wide Web or internet and study it to serve as reference to the project. Unity 3D as a Game development toolFirstly we could see in this article is all about(predicate) Unity 3D and initially Unity is an integrated development tool drilld for creating interactive 3D software, like 3D games and simulations games. Based on our research Unity3D is a superior 3D engine and the environment of Unity 3D is very simple to understand and easy to use for a b eginner. Unity should lodge in anyone who wants create 3D games and game applications in cell phone, desktop and many more. Unitys iterative light map baking gives you complete insure of your light mapping workflow. The integrated light mapping tool, Beast, perfectly bakes lights into textures for amazing performance. You can opt to spend time baking only the parts of the prospect you are actively working on. Unity facilitates the smooth deployment of your single-player games online, with options such as adding high scores, chat, and real-time interaction and Unity excessively makes the complexities of real-time networking easy to negotiate. turn of events a single-player game into a networked multiplayer game requires few changes to your existing code, and you never have to worry about networking technicalities like NAT punch through Unity also helps you quickly bring your scene to life with automatic navigation mesh. A navigation mesh is a summary of data structure used in art ificial intelligence applications to aid agent in path-finding through large spaces. Lastly Unity also provides powerful tools for resonant scenes. Like In-game audio is ply by FMOD, one of the worlds most widely used libraries and toolkits for the creation and playback of interactive audio.In Scripting with Unity it brings you fast iteration and execution and thestrength and tractableness of a world-leading programming environment. Scripting is uncluttered, straightforward and incredibly fast. In Unity, you write simple behavior scripts in JavaScript, C or Boo. All three languages are easy to use and run the three programs is an open source so it means you can download it just for free. Unity 3D also offers a free interminable trail version of the software, but also sells Unity Pro, a more feature-rich professional version. In addition they offer developers a source code freedom if they encounter limitations in the Unity Pro development environment, allowing programmers to exte nd the capabilities of Unity.Techniques in 3D ModelingIn this article it will discuss what 3D molding is all about and we could see in this article the different techniques in framework. Firstly the Primitive modeling is a very basic modeling technique and hence has several draw backs too. The software tool like 3D Max, Maya andmany more.Provides a set of 3D primitives like spheres, boxes, triangles etc. The artist alters these shapes to suit his/her spirit modeling needs, using lattices, deformers and many more.Primitive modeling technique is more suitable for building objects like houses, furniture etc rather than, for live ingrained modeling. Next is the NURBS or Non Uniform Rational B-spline. If we see this modeling technique from an outer view, all we see is a set of simple curves that we call NURBS. How the 3D tool utilise it we dont need to care much these curves are very flexible and have control points on them which we can use to change its shape.The NURBS modeling ha s its advantages and disadvantages. It is an easy to model approach, since the NURBS curves are easy to manipulate. But this modeling technique has limited extensibility. Suppose you want to add an extra limb to your alien prick after the modeling is complete, it will become extremely difficult, if you choose NURBS modeling. Finally the surface modeling, this is the widely adopted modeling technique used primarily for organic modeling. In this modeling technique, the 3D artist creates a spline cage profile for the 3D character. The splines intersect between each other, creating a completely close profile of the character, unlike the NURBS technique. This mode has the advantage that it can be extended to adapt to varied requirements, during any stage of the modeling process. This offers a lot of flexibilityto the artist. This technique is used widely in 3D animation softwares.Autodesk 3Ds Max3Ds max is one of the most powerful and popular desktop 3D graphics programs available tod ay the program is used for a wide variety of commercial and artistic applications, including architecture , computer games, film production, forensic, medical and scientific visualization, virtual reality, web design and even fine art. In auto desk 3Ds Max where you can create alien planets, towering ruins, heroes, villains and create your own paradise. By harnessing your imagination to 3Danimation, you can make animals prowl and mountain as people run through quivering jungles. But before you start creating chaos and gather up you need to learn the basics about 3ds max if you have mastered the skill in how to navigate viewports, control the display, create and select objects, and transform your creations. then(prenominal) you will learn how to model objects in greater details. Example of Car Racing PC gameDirt 3Based on our research Dirt 3 is a rally Car racing video game and the third in the Dirt series of the Colin McRae Rally series, developed and published by Code masters. H owever, the Colin McRae tag has been completely removed from this iteration (having previously been removed from only American versions of previous games in the series). The game was released in atomic number 63 and North America on 24 May 2011, and two days later in Australia for Microsoft Windows, PlayStation 3 and Xbox 360. The Japanese version of Dirt 3 was released on 25 August 2011. F1 OnlineOne example of a Car racing PC game in Unity is the F1 Online it is the Game that uses an innovative control method that allows anyone with a mouse to take part in exhilarating races with up to 24 players on stunning circuits from around the world. Test your racing prowess everywhere a selection of 19 officially licensed circuits and 18 custom-built circuits spanning 6 continents.Discover the perfect racing line, master corner braking and learn to deployDRS and KERS at the right moment to drive your team to victory. The more successful you are on the track, the more rewards you will earn. http//www.naturalmotiongames.com/games/csrracing/http//unity3d.com/gallery/made-with-unity/game-listhttp//en.wikipedia.org/wiki/3D_modelinghttp//www.wisegeek.com/what-is-3d-modeling.htm

Strategy of Channelization in River Systems

Strategy of Channelization in River SystemsThe purpose of this prove is to analyze the strategy of canalisation in river systems in order to reduce deluge, and former(a) purposes such as navigation. Also the importance of transmission canalize forms and the value of the systems approach argon evaluated within this essay when considering the pros and cons of overhaul activities and whether these schemes atomic number 18 beneficial to the environment. Overall this essay will formula at the environmental abasement ca utilize by channelization and determine whether channelization is the most beneficial strategy in reducing flooding or are thither alternatives that lead to less environmental degradation.Channel formsChannel forms help mercifuls comprehend the behaviour of rivers. This is vital as unrivalled can foresee how rivers may be affected by various changes and restoration schemes. Thus, the ability to protect and restore river health is enhanced. Channel forms are set by convoluted interactions between profuse environmental variables. This is why the systems approach is a useful method when analysing channel systems, as it does not just look at one variable but all of the linked variables compound. Even with this system shaping channel forms is highly dependent on geology directly and indirectly over a prolonged period. Human interactions have as well as had an impact on the change of channel form for instance channelization (Water and river commissions, 2002).Channelization and its murderHuman interaction with river systems is both the reason why channelization was implemented for example as a result of flooding and the cause of environmental degradation of the river systems. Humans interact with river systems in many ways and have impacted flooding of river channels due to increased population pressure, which has put a exploitation demand on water supply systems jumper cable to environmental degradation. Deforestation around river channels have also increased flooding as disforestation impacts the interaction between precipitation and the drainage basin response.Due to increased awareness of river behaviour and dynamics new strategies were implemented and overtime humans modernise engineering structures and built broad structures to control and regulate river flows, such as channelization.Channelization according to Brookes is a type of river engineering whereby the natural river channels are modified to control flooding, drain wetlands, and improve river channels for navigation, control stream- bevel erosion and to improve river alignment (Brookes, 1988). River channelization has seven types of alterations (Gregory, 2006). These are (1) re-sectioning and realignment, (2) Dredging, (3) Snagging and clearing, (4) Levees or artificial embankments, (5) beach protection, (6) Bed protection and (7) River training (Charlton, 2008). An example where these alterations have been implemented is during the channelization of t he River Raba in Carpathians, Poland (Wyzga, 1993).However, these engineering structures tend to have a large impact on river and the natural ecology and hydrology of the channel system. For years humans have interacted with channels and altered the natural geology of the systems and thus have lead to severe impacts on the physical, chemical substance and ecological condition of the channel systems (Brookes, 1988). The impacts of channelization usually involve the alteration of river hydraulics and the decrease of instream habitat. Other impacts find as a result of these alterations intromit increased water temp, erosion, elimination of bankside habitat. These impacts can cause severe environmental degradation (Gregory, 2006).Environmental degradationThe deterioration of systems within the environment by any natural or human influence is considered environmental degradation and as channelization alters the natural river system it leads to extreme environmental degradation. Impact s on the environment associated with human interference are usually quite complex and are mostly long term cause. Nevertheless, few studies have been conducted on the long term effects of channelization (Brooker, 1985). Swales (1982a) however inspected several environmental effects on channel engineering systems, in particular the impact on stream habitat and discovered that channelization has a major impact on instream and bankside habitat (Brooker, 1985), as well as the hydrology, aspects of flow and suspended sediment within river systems (Wilcock, 1991). Effects of channelization can also occur downstream in a channel system which broadens the extent of ecological disturbance (Brooker, 1985).The increase of flow velocity and its carrying efficiency as a result of shortening and straightening the channels has an immediate ecological effect on instream habitat as many ecosystems need particular conditions in terms water velocity (Gore, 1978). This destruction within the channel systems leads to erosion of bankside vegetation which increases sediment loads in the channel (Keller, 1976 Karr and Schlosser, 1978). Sediment loads in channel systems are usually low (Lewin, 1981), however, in channelized rivers se the loads are increased as bed/channel wall sediments are scraped up. This kick out of sediment has major effects on the ecology of the river (Wilcock, 1991) as removal of bankside vegetation leads to temp changes and in results affects the ecosystem as well as reducing talent flow (Brooker, 1985). In some cases channel slopes have also seen as increase whilst channel roughness is seen to reduce.An example of environmental degradation was shown in Gregory (2006) which involved the Channelization of the Blackwater River in Johnson County, Missouri. This channel was shortened in 1910 in order to reduce flooding by deepening and widening the channel by up to four times its original size (Emerson, 1971). This subsequent lowering and increase of channel wi dth lead to increased erosion in the river system, also twosome repairs have had to be carried out and there has been a severe loss of farmland. Downstream reduction in channel capacity has caused suspended sediment in turn increased flooding rather than reducing it due to termination of dredging (Emerson, 1971).AlternativesChannelization was initially implemented to straighten and shorten river channels to reduce flooding. It was also implemented to decrease flow velocity and prevent flooding, however, this lead to environmental degradation which resulted in the depletion of instream habitats and depleted drainage function. As channelization has had problems leading to environmental degradation, alternative channel schemes have been unquestionable to enhance water quality functions whilst preserving drainage function and lessening environmental degradation (Evans, Bass, Burchell, Hinson, Johnson and Doxey, 2007). There are many alternatives to channelization that environmentalist s could install one such method is stream renovation which has been implemented on streams in Charlotte, North Carolina (Nunnally, 1978). Unlike channelization stream restoration aims to decrease the risk of flooding and drainage problems by employing channel design guidelines that do not destroy the hydraulic and morphologic equilibria that natural streams possess (Nunnally, 1978). minimum straightening which promotes bank stability by leaving trees is employed in this scheme. Also the reduction of channel reshaping and the use of bank stabilization techniques are used here to reduce flooding and control erosion as well as sedimentation problems (Nunnally, 1879). Other alternatives involve the formation of in-stream wetlands and lowering of the floodplain to reconnect the channel with the floodplain, plan of channels using natural channel design principles, and establishment of conservation easements (Evans, Bass, Burchell, Hinson, Johnson and Doxey, 2007).RestorationRecognising channel forms and understanding how they behave and change is crucial for managing and protecting channel systems, especially for river restoration activities. Due to severe environmental degradation restoration schemes have been implemented. Though, it is not known whether these schemes are beneficial.Restoration activities generally improve bank stabilization (Florsheim, Mount, and Chin, 2008) and have positively increased depth and flow variety and velocity as well as increasing habitat diversity in channel systems (Pretty, Harrison, Shepherd, Smith, Hildrew and Hey, 2003). Other benefits include the protection of infrastructure around river channels, and in relation to instream habitat it guarantees overall ecological system. Restoration schemes allow the natural do by in the channel systems to redevelop and surrounding landscapes to restore.Restoration schemes are constructive in counteracting the environmental degradation caused by channelization yet there are a few cons. For instance natural processes may not necessarily be enhanced. Also a clear understanding of channel process is chief(prenominal) in implementing these schemes, as they may sacrifice natural conditions in order to protect infrastructure. Restoration schemes are extremely expensive and very complicated accordingly it is generally impossible to remove all human influences meaning restoration may not lead to higher biological diversity.Channelization is commonly used to prevent flooding of channel systems however, it has been found that the adverse impacts created by channelization projects far outweigh the benefits they intend to create. It is for this reason that alternative strategies are being developed so that in the long run creates less environmental degradation. The use of the systems approach is important as the use of all variables regulated by channel forms is necessary in making the new strategies environmentally acceptable. Also increased knowledge of channel systems and i ts dynamics have helped better restoration schemes and thus leading to the recuperation of many already channelized systems.

Uses of Brand Extension Strategies

Uses of blot Extension Strategies1- PROBLEM AND ITS BACKGROUNDThis chapter contains background of our playing atomic number 18a, statement of the billet of work, signifi massce and delimitation of the memorize. what is more Definitions of the ground apply in this dissertation be to a fault explained in this chapter.1.1 IntroductionOne of the more or less famous strategies to leverage n unmatched ignoredour is shit computer address. It is believed that consumers leave favor radical point of reference if sore(a) crossroads argon nether the label of already established flaw name.Familiarity and trust with the set up stigma is wiz of the positionor oerdue to which companies hope that their consumers de split contradict in a favorable manner. It is beneficial for the companies beca manipulation of the positively charged draw which consumers already convey with the p atomic number 18nt stake.A divers(prenominal)iate is the identity of a particular propos ition product, overhaul, or business. (Kotler 1996). Brand cite denotes to the corporate activity in which companies bring in unseasoned products, forward-looking product variants or product improvements by leveraging the sword equity of the existing p arnt fall guy.It is believed that openhearteda of establishing an entirely a new stake, accessory of imperfections house be favorable for companies in terms of promotional and sentience activities, distribution, customer perceived risk in buying whatever product of service. (Keller, 2002) stated that an opposite major factor for which Companies prefer to use vane wing is lower cost. Introducing a new sign into consumer foodstuffplace basin be relatively much high than introducing new product or product variants under the kindred crisscross name. This cost roll in the hay range to a higher place millions of rupees and toilette not guarantee of any achiever. So instead of launching entirely a new product, well-nigh companies prefer grass source. Successful examples such as Diet Pepsi and Diet degree Celsius bene add togethered from the stigma franchise of their p bent products. Coca-Cola introduced six cites and captured a larger market sell than the kickoff label. For example, hundreds accessory, Cherry Coke, was supremacyful change surface with disclose allotable advertisement.A digress from benefits of patsy flank in that respect ar virtually authority beginnings coadjutord with brand attachment, such as disappointment or semi failure of brands wish well brand dilution or brand cannibalization. Rather than success of brands, failed perpetuation skill maculate the evoke brand name thus the result would be reduced market share of the parent brand. Brand association in terms of property and consistency are crucial for any brand consultation to be successful in the eyes of the consumers. Association with the brand is to a fault pendent on consumers own values, preferences, taste, buying situation and manager should always focus on what these dependent variables are and when they come into action. Take an example of new Coke Coca Cola did not pay attention to what the core brand meant to stand for. It mainly cogitate on the taste and thought that the taste is the alone factor which consumers are looking for. This plan was wrong. Coca cola was unable to key out the attachment of the consumer with the pilot coke originally launching New coke, even though Coca Cola spent a lot of money on conducting seek before launching New coke.Brand dilution occurs when consumers loss the original grasp of brand perceptual experience on their assessments and no longer associate the brand with a specific product. For instance, Sunsilk whitethorn experience brand dilution by loosing its bullnecked identity of hair care and shampoo range by running a number of different categories like mashed potatoes, powdered milk and soups. Too full var ieties of product categories run under same brand can frustrate consumers in thinking which variations of products that in truth fit to their perceptions. For Example, too more or less ranges of Sunsilk shampoo implicate Sunsilk black, pink, white, yoghurt, dandruff can make customers conf employ in buying a suitable product which actually fit to their needs. Consumers these days have now become selective and demand forward-looking products. Those brands which are not unique or innovative in any authority put outly got tarnished. Consumers do not prefer such prolongations which do not offer any innovation or new features in expounded brands. Consumers perception well-nigh parent brand and extended brand is one of the factors which may lead to each success or dilution of brand. Success and failure of brand is likewise dependent on familiarity with the parent brand and archetype of fit mingled with parent brands and extended brand. Brand loyalty by a consumer can be change d in case of brand concomitant. If brand prolongation is favorable it may lead to more loyalty towards the parent brand and if brand flank in unfavorable accordingly the effect would be opposite.As per early explore regarding brand credit leads to brand dilution, Aaker and Keller (1990) found insignificant evidence between foiled brand filename extension leads to brand dilution. Conversely, in a interrogation (Loken and Roedder-John 1993) pointed that inconsistency of product and brand beliefs may lead to brand dilution. Brand dilution and failure of brand can occur when consumer find it difficult to associate the extension with the parent brand, a lack of similarity and familiarity and discrepancy between Integrated merchandising talk messages. Brand extension is a outline which most of the companies are exploitation to minimize risk associated with introducing an entirely new brand and to maximize their profits from the new brand. But in some of the cases brand extensi on fails, and the reason is the weak brand equity of the parent brand that bears upon the success of the brand extension. If the equity of parent brand is difficult, brand extension can be successful and vice versa.Both Functional and non functional attributes of a brand can harm and eventually dilute the equity of an integrated oriented brand, which style due to the weak brand equity, brand dilution can occur across the parent brand. Such kind of failures of extensions can make customers to create a oppose association with the parent brand or even with the brand family. These failures can also agitate and defame the original identity and meaning of a brand even positioning as nearly. Brand managers already hit the hay that there are some advantages and disadvantages associated with brand extension. Nevertheless straddle of unsuccessful brand extension in past years was noticed. To be successful in brand extension turn inledge link up to brand extension should be refined.Br and extension is successful or not is decided by what factors? One of the most important factors is concept of fit. tick off with the parent brand in terms of quality and check. It is customer perceived fit which plays an important role in making consumers to decide whether extended products are favorable or unfavorable. If fit between parent brand and extended brand is as per consumers perception then consumers bequeath respond more favorably to that extension and if fit between parent brand and extended brand are not as per consumers perception then consumer volition respond to that extension unfavorable and it might lead to the failure or dilution of the brand. concord to Martinez and de Chernatony (2004) brand image has two types the general brand image and the product brand image. agree to them there would be no negative continue on general brand image if the brand image is strong for example, Nike or Sony. Dilution effect would be more on product image instead of general brand image. Therefore, mostly the customers would stick to their beliefs astir(predicate) the parent brand with respect to its attributes and feeling. Nevertheless their study shows that brand image can be weaken by brand extension, and beliefs and association with the parent brand can also be changed.In Pakistani environment companies especially MNCs prefer brand extension because they consider it more convenient. Top most cause for this is that products from multinationals already have an image of developed countries. collectable to the past record of products from these developed countries, consumers give them positive response. Due to the image of product from these countries in the mind of the consumers, less cost is incurred by the companies on creating sense and communicating some the product message with the lead audience. These products already have good market share and media coverage therefore it becomes easy to launch brand extension in Pakistan for such companie s.1.2 Statement of the hassleSince last couple of years, new product failure has been observed preferably a few dates. As a result companies now are relying on brand extension instead of launching new products. There are couples of other reasons instead of new brand failures, which companies consider for brand extension, such as low promotion and awareness cost, acceptance and less chances of being failed. Though these advantages are considered by companies to use brand extension as a contribution of their branding strategy, but apart of these advantages there couple of failed extensions have also been observed in last couple of years. lookers are now focusing to make the factors which are effective in evaluating brand extension and factors which play a role in both failure or success of brand extension. In this Thesis we will also examine to find just about the favorability or unfavorability of brand extension.Most of the enquiryes which were conducted to know about the f avorability or unfavorability of brand extension were center on consumers point of realize about brand extension. But as a matter fact it is quite difficult for consumers to evaluate whether brand extension is favorable or unfavorable. They can not evaluate it in undifferentiated fashion (Aaker and Keller, 1990, Keller and Aaker, 1992 Dacin and Smith, 1994 Smith and Andres, 1995). Brand extension according to consumers point of believe was taken into consideration many another(prenominal) a times, but very low attention was given to the managers point of view about brand extension (Nijssen and Agustin, 1999).Managers point of view regarding brand extension can give an extensive knowledge about brand extension because of their complex analysis about consumers and competitors and their personal experiences about the market and the brands. Hence in this thesis we will focus on managers perspective about brand extension along with consumers point of view.Both local and multi natio nals are into brand extension from a long time. Such as approach , Pakola (Pakola, bubble up, Applesidra, double cola, Pakola milk), Sunsilk (Sunsilk black, Sunsilk white, Sunsilk pink, Sunsilk yoghurt, Sunsilk egg), Haleeb fodder Pvt Ltd (Milk, Juices, Cream, yoghurt), National Food (Pickle, salt, spices), Shan Food(spices, pickle, food), Unilever Pakistan (Lifebuoy, Soaps, Shampoo, deoxyephedrine creams, Washing powder), PG (Soaps, Shampoo, Ice creams, Washing powder) Pakistan By keeping above comparison in mind, it will be beneficial to have brand managers point of view about the success or failure of brand extension.1.3 Significance of the StudyThe significance of this thesis is to explore the use of brand extension strategies in the Pakistan context. Whether the strategy of brand extension is favorable or not, or due to brand extension, brands mothers diluted or cannibalized? Since brand extensions is one of the most popular strategies for leveraging brand equity, this stu dy will also focus on brand extension effect on brand equity.This thesis will focus on brand extension strategies of products from heterogeneous companies which include Haleeb Foods Ltd Pakistan, Nestle, Pakola and full stop Shoulders. Various companies clevernesss regarding brand extension will help us to study favorability or unfavorability of brand extension in a well manner.We will try to achieve this purpose by coiffeing the following explore psyches.RQ1. What are the reasons to contract brand extension as a part branding strategy?RQ2. Is brand extension favorable or Unfavorable?Above mentioned two investigate uncertaintys were divided only into a set of fountainheads. spirit was to reach a stocky insight to answer these two enquiry questions. By answering above question, we will come to know whether brand extension is favorable or it leads to brand dilution, and whether brand extension is favorable for those companies who prefer extension and are affect in bran d extension from couple of decades. We will also come to know that for what reasons companies in Pakistan are using brand extension, and whether brand extension is in accordance with the successful brand extension concept or not. This thesis will be beneficial in indentifying the success rate or failure rate of brand extension of those companies which have been elect for this thesis.1.4 Scope and DelimitationThis thesis focused on brand managers of those companies which are operating here in Pakistan. Only cardinal products have been chosen for which enquiry is conducted to identify whether brand extension is favorable or unfavorable. So the product range is limited to four companies only. Another limitation faced during the ocellus of achievement of this study was that brand extension strategy for most of the multi national companies are crafted in their home country and then implemented here in Pakistan. Furthermore, Interview passage is chosen to know about brand managers poi nt of view about failure or success of brand extension. Out of 4 brand managers, 2 audiences were taken on telephone and 2 were taken face to face. Due to the limitation of telephonic audience, non vocal responses could not be gauged. Other limitation confronted during the course of research was the fact that majority of multinationals (MNEs) formulate brand extension strategies at their head quarters abroad. Lastly, we came to know that in Pakistan brand extension responsibilities is handled by marketing managers instead of brand managers in some companies.1.5 Definitions1.5.1 BrandAccording to (American Marketing Association 2007 brand is A name, term, sign, symbol, or design, or a combination of them, mean to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition.1.5.2 Brand extensionAccording to (Aaker 1991) brand extension can be defined as utilizing an already established brand to enter from one class of product mob to another class of product kinsperson. (Kotler 1991) defined brand extension strategy as exploiting a well known and successful brand name either to launch a new or change product can be termed as brand extension process. As per (Kotler Armstrong 1990) defined brand extension strategy as an expansion strategy, where companies try to further extend their already established and well known brands into either different other categories or in same category with some modification.1.5.3 Product clientele Extension(Kotler Armstrong 1990) defined product line extension as a process of using already established brand name to introduce new items with some extra innovation or modification in the same category. For example Pakola has extended its nuts drink named Pakola into Pakola raspberry, Pakola leeche, Pakola orange, Pakola lemon. (Aaker 1991) elaborates product line as line extension occurs in the form of introducing new items under the same brand name in the same category wit h some modification in flavors, colors, specification, ingredients and megabucks sizes. Product line extension is somehow differs with brand extension because brand extension is about using an established brand name to introduce new product and brand in different categories, plot line extension leveraging and established brand to introduce new products in same category with some improvements, modification and enhancements.1.5.4 Brand DilutionAccording to (Aaker 1991) brand dilution is depraving of a brand via its overexploitation. This failure of brand occurs when extension is done in a poor manner, or when a brand with poor equity is leveraged to extend it into different other categories. This failure can also occur when an extension becomes unfavorable in the mind of consumers. As per (Kotler Armstrong 1990), unfavorability of a brand in the mind of the consumers can be due to lack of quality, over pricing, lack of consistency with the parent brand, lack of innovative feature a nd lack of trust. Brand dilution can be a disaster for a company. Companies use their well known established brands to leverage their equity and image to further extend it for entering into different market segments, which gives them a chance to earn higher profits. This can be true when parent brand equity is strong. But if equity of any brand is weak, then consequences might include dilution or failure of a brand.1.5.5 Brand Cannibalization(Kotler 1991) defined brand cannibalization as lessening in sales revenue and diminishing of share of market resulted as the groundwork of new products in the same category For example, when sustenance coke was introduced by Coca Cola, sales for original coke diminished, but eventually it led in expansion of diet soft drink market. In case of Haleeb food, induction of tea blanching agent diminished the sales of UHT milk, because consumers previously were using milk for making tea, but with the introduction of tea whitener, some consumers st arted to prefer tea whitener instead of milk, which resulted in cannibalization of milk category.1.5.6 Brand EquityAccording to (Wood 2000) brand equity can be defined as a profitable human relationship between a brand and its consumers. (Kotler and Armstrong 1996) reported that it is quite difficult to measure equity of a brand. moreover a strong brand results in strong brand equity which can be leverage to extend into different other categories. Conversely weaker brand means weak brand equity which can result in failure if extended into different other brands. Strong brand equity may lead to achieve brand loyalty, quality, brand association and awareness. These benefits help companies to incur less cost on communication and awareness.1.5.7 Brand Association(Kotler and Armstrong 1996) defined brand association as refers to a degree where consumers bonk a brand in rich fashion. Positivity of any brand depends upon how thick-skulledly that brand is penetrated in the mind of the consumers in positive fashion. Brand associations are the properties of a brand which consumers recall whenever brand is talked about. Consumer relates a brand name with its implicit or translucent meanings. Brand association can also be termed as the level to which a specific product/service is acknowledged amongst its product or service family. When choosing a brand name, it is important that the name selected moldiness reinforce an essential dimensions and specification or benefit association that forms the position of a product.2- RESEARCH methodological analysis PROCEDUREIn this chapter we will discuss and shrive methodological choices which we have made for our research. Below mentioned figure presents an overview of the research method which will be used in this chapter for our research.Source Adapted from Foster (1998), p.812.1 Research Purpose(Yin 1994) and (Wiedersheim-Paul and Eriksson 1998) found in a research that there are basically three types of researchExplanat oryExploratoryDescriptiveAccording to (Wiedersheim-Paul Eriksson, 1998) solid ground purpose of the explanatory research is to craft and specify the issues of the research. This type of research is beneficial when the problem is quite difficult to analyze. According to Patel and Tebelius (1987) explanatory research is used when researcher want to gain more and more information about any specific issue. Moreover, Reynolds (1971) tell through explanatory research, researcher can get comprehensive information about research defined problem. (Saunders, Lewis Thornhill, 2000) found that descriptive research is useful when the problem of research is properly defined and crafted in a well manner. For this purpose, researcher must have complete information about the problem defined in the research. Collection of info must be started after having a clear understanding about the problem defined form research. Furthermore, (Wiedersheim-Paul Eriksonn 1998) described that the main imperso nal of descriptive research is to identify the applicable facets of the problem of the research. For conducting descriptive research researcher has to deeply define these facets, and there must be a relation between and describe these aspects more natively without researching connections between reasons and indications.For our research we will initially try to define the reasons behind brand extension. Why do companies in Pakistan prefer engaging in brand and line extension activities? Furthermore, we will also try to identify the favorability and un-favorability of brand extension in Pakistani markets and companys perspective. For gaining deep understanding about the research question defined previously, we have considered exploratory research as a part of our research. The reason is that before this research no study has been taken into consideration to know about brand extension activities in Pakistan and we want to gain as much information as we can. along with exploratory our research is explanatory as well. We will try to explain the result which we will get through our research. On the basis of our respondents responses we will try to draw a conclusion.2.2 Research ApproachTo gain a deep information about brand extension strategies in Pakistan and whether it is beneficial or not beneficial for Pakistani market we have to consider two orgasmes, First one Qualitative and second one is Quantitative research. (Ponteerotto, 2006) found that quantifiable research approach is used when we have to gain flex descriptions and we use soft research when we have to gain comprehensive descriptions.In our previous chapter, we explained our research question which includes the reasons behind brand extension in Pakistan and advantages and disadvantages of brand extension in Pakistani markets perspective. We will also try to know about the factors leading to the success and failure of brand extension. (Ponterotto 2006) found that to conduct qualitative research, mos t beneficial instrument can be in-depth interviews because in-depth interviews researcher can define the different facets of human experiences which results in having a deep understanding about the research topic.(Holme and Solvang 1991) compared quantitative research as a conventional and integrated research approach. In quantitative research approach final results can be presented in the forms of facts and these results are also measureable. One of the main purposes of quantitative research approach is make the consequences of the research of few variables to higher numbers of entities. According to (ibid 2000) qualitative research approach uses qualitative entropy to draw a conclusion. It draws conclusion on the basis of factors like peoples attitude, perception, values, likes and dislikes. By using qualitative research approach, results can be drawn by gather information through specific number of entities. This process can provide us the opportunity to gain a deep understandin g of the research.By keeping the above mentioned description in our consideration, our research focus would be qualitative. One reason for choosing qualitative research approach as our research approach is that we want to gain as much information regarding our topic as much we can. This research approach would give us deeper information regarding brand and line extension activities in Pakistani perspective. For conducting our research for brand and line extension activities in Pakistan and its favorability or un-favorability, initially we approached many companies, out of which four companies agreed to provide us information regarding our research topic. Before conducting our interviews with our respondents, we sent a questionnaire to our respondents.. These interviews were not recorded and average time for an interview was nigh thirty to fifty minutes. Finally, to clear some doubts regarding the first three telephone interviews the companies were re-contacted to clear the doubts i n some questions.2.3 Respondents of the studyFollowing companies were chosen to gain an insight about brand extension favorability or un-favorability from brand managers perspective. Initially, we approached many seasoned companies, out of which four companies brand manager agreed to give us time for interviews.Haleeb Foods Limited PakistanPakolaNestleHead Shoulders (PG)2.3.1 Haleeb Foods Ltd PakistanHaleeb Foods Limited is one of the biggest Dairy company of Pakistan which is operating in many different categories such as Juices, UHT milk, Tea whitener, and other dairy products. Haleeb foods came into existence in 1986 Haleeb foods initially started to produce Haleeb Milk. Later on Haleeb foods entered into different other segments of the market and different other categories. Since from its establishment, Haleeb food came up with many of brand and product line extension which Haleeb foods did successfully.Mr. Adil Suleman brand manager of Haleeb foods limited Pakistan was contact ed via telephone to have this interview and to gain insight about brand extension of Haleeb in Pakistan.2.3.2 PakolaPakola is a beverage company which came into existence in 1950 by Haji Ali Muhammad. Initially Pakola focused on producing a soft drink which correspond the drink of Pakistan. Later on as a part of brand and product line extension, Pakola introduced couple of other products which includes flavored soft drink and milk range, mineral water and juices.Mr. Mubeen Munnawar Marketing Manager of Pakola was contacted to have an interview to gain information regarding brand extension activities of Pakola in Pakistan. It was a face to face interview, and during the course of this interview, we gained deep insight about brand extension activities, favorability and unfavorability of Pakola brand extension.2.3.3 NestleNestle was founded in 1866 by heat content Nestle and today Nestle if one the worlds largest beverage and food company. Nestle since from last couple of decades is into brand extension and product line extension. As a result of brand and product line extension Nestle has introduced couple of successful brands. Nestle has integrated innovation and renovation techniques in its principles. Nestle extend its brands through innovation and renovation.Mr. Adnan Tariq, brand manager of Nestle was contacted via telephone to get an insight about Nestle brand extension activities in Pakistan. During this interview Mr. Adnan Tariq gave us some priceless information regarding brand extension activities of Nestle in Pakistan and favorability and unfavorability of Nestle brand extension in Pakistan.2.3.4 Head ShouldersHead Shoulders is an anti dandruff shampoo range introduced by PG. After a thorough research a new anti dandruff formula was developed which they used in developing Head Shoulders and it was first introduced in 1950. Head Shoulders have got a ranges of shampoo which includes classic clean, citrus breeze, refresh, extra volume, dry scalp c are.Mr. Shaif Shafiq, who is associated with PG from a long time, was contacted to gain valuable information about brand extension strategy of Head Shoulders in Pakistan. Information the success or failure of Head Shoulders was also gained. During the course of this interview questions related our topic were asked and responses were noted down for succeeding(a) consideration.2.4 Research Instrument2.4.1 InterviewsAs per (Breakwell 1995) interviews as a research instrument can be useful because it is considered as a very flexible tools and due to its numerosity of phase in the research work. According to (ibid 2000) it is easy to use interviews as a part of research instrument because of its multi faceted nature of the research design. Observations and questionnaire can be used as a part of interviews to collect data for our research approach. apply interviews as a part of our research, we first took our research framework into our consideration. By keeping our research framework in our mind we developed a questionnaire which consisted of serial of questions regarding reasons for brand extension and its favorability or unfavorability. Some unconnected questions were late on excluded from our questionnaire before conducting our interviews.2.5 Sources of Data(Wiedersheim-Paul and Erikson 1997) purposed two types of data gathering method. First one is primary election data and second one lowly data collection. Primary data is the first hand information which is collected for some specific purpose while second hand data is already publish data which was collected for some other purpose or some other research. Moreover, (ibid 2000) shed some light on data collection methods as, there can be three different types of data collection method. First one is observation, second one is interviews and the last one is documentation. As per (Yin 1994) interviews can be one of the most reliable source for collecting data. use interviews as a data collection method, i nterviewee and interviewer both can focus on the topic. Furthermore, (ibid, 2000) enlarge that interviews can be useful when it comes to gain insights of the interviewee about any specific topic.2.5.1 Primary DataIn previous section we focused more on that subaltern data collection method for research can not be ample to identify more accurate and reliable information about any specific topic of research. When it comes to identify about the reason behind brand and product line extension and its favorability or unfavorability, it is important to determine what companies and their brand managers think about brand extension and product line extension. For this purpose use of primary data collection can be beneficial. Thus interviews are selected as an instrument for primary data collection method. These interviews include face to face and telephonic interviews. According to (Churchill, Gilbert A., Iacobucci and JR. Dawn, 2005), proper communication can be a reliable and beneficial in strument for data collection. The reason is that in communication method no one forces researchers to wait for a accepted event to be occurred. (p. 167). Nevertheless, communication techniques have some drawbacks. In communication techniques it is not confirmed whether the answer to the research question will be obtained in an accurate manner. Using communication has some weaknesses. One of a reason for this is that responses are dependent on interviewees will to pass on the expected information.2.5.2 Secondary DataFor our research regarding brand extension and product line extension in Pakistani perspective, we also focused on collecting some secondary data. As per (Churchill, Gilbert A., Iacobucci and JR. Dawn, 2005) for conducting any research, we must begin with searching for secondary information. (p, 167). Using secondary data collection for gaining information can be beneficial in terms of having an initial idea about what have already been researched about the topic. Some u seful information about research topic, already published information can also be gained in a timely fashion. obscure from advantages of secondary data collection method, there are some drawbacks associated with secondary data collection method. Secondary data can not be fitting to give complete information regarding specific question of research. Furthermore, already published information was collected for some other purpose which not necessarily answers the question which you have included in your thesis. Indeed, according to them first of all, the data had been collected for someone elses pUses of Brand Extension StrategiesUses of Brand Extension Strategies1- PROBLEM AND ITS BACKGROUNDThis chapter contains background of our study, statement of the problem, significance and delimitation of the study. Furthermore Definitions of the terms used in this dissertation are also explained in this chapter.1.1 IntroductionOne of the most famous strategies to leverage brand equity is brand extension. It is believed that consumers will favor new extension if new products are under the label of already established brand name.Familiarity and trust with the parent brand is one of the factor due to which companies hope that their consumers will react in a favorable manner. It is beneficial for the companies because of the positive association which consumers already have with the parent brand.A brand is the identity of a specific product, service, or business. (Kotler 1996). Brand extension denotes to the corporate activity in which companies bring in new products, new product variants or product improvements by leveraging the brand equity of the existing parent brand.It is believed that instead of establishing an entirely a new brand, extension of brands can be favorable for companies in terms of promotional and awareness activities, distribution, customer perceived risk in buying any product of service. (Keller, 2002) stated that another major factor for which Companies prefer to use brand extension is lower cost. Introducing a new brand into consumer market can be relatively much higher than introducing new product or product variants under the same brand name. This cost can range above millions of rupees and can not guarantee of any success. So instead of launching entirely a new product, most companies prefer brand extension. Successful examples such as Diet Pepsi and Diet Coke benefited from the brand franchise of their parent products. Coca-Cola introduced six extensions and captured a larger market share than the original brand. For example, Cokes extension, Cherry Coke, was successful even without considerable advertisement.Apart from benefits of brand extension there are some potential problems associated with brand extension, such as failure or semi failure of brands like brand dilution or brand cannibalization. Rather than success of brands, failed extension might maculate the parent brand name thus the result would be reduced market sha re of the parent brand. Brand association in terms of quality and consistency are crucial for any brand extension to be successful in the eyes of the consumers. Association with the brand is also dependent on consumers own values, preferences, taste, buying situation and manager should always focus on what these dependent variables are and when they come into action. Take an example of new Coke Coca Cola did not pay attention to what the core brand meant to stand for. It mainly focused on the taste and thought that the taste is the only factor which consumers are looking for. This concept was wrong. Coca cola was unable to identify the attachment of the consumer with the original coke before launching New coke, even though Coca Cola spent a lot of money on conducting research before launching New coke.Brand dilution occurs when consumers loss the original grasp of brand perception on their minds and no longer associate the brand with a specific product. For instance, Sunsilk may exp erience brand dilution by loosing its strong identity of hair care and shampoo range by running a number of different categories like mashed potatoes, powdered milk and soups. Too broad varieties of product categories run under same brand can frustrate consumers in thinking which variations of products that actually fit to their perceptions. For Example, too many ranges of Sunsilk shampoo include Sunsilk black, pink, white, yoghurt, dandruff can make customers confused in buying a suitable product which actually fit to their needs. Consumers these days have now become selective and demand innovative products. Those brands which are not unique or innovative in any means eventually got tarnished. Consumers do not prefer such extensions which do not offer any innovation or new features in extended brands. Consumers perception about parent brand and extended brand is one of the factors which may lead to either success or dilution of brand. Success and failure of brand is also dependent on familiarity with the parent brand and concept of fit between parent brands and extended brand. Brand loyalty by a consumer can be changed in case of brand extension. If brand extension is favorable it may lead to more loyalty towards the parent brand and if brand extension in unfavorable then the effect would be opposite.As per early research regarding brand extension leads to brand dilution, Aaker and Keller (1990) found insignificant evidence between unsuccessful brand extension leads to brand dilution. Conversely, in a research (Loken and Roedder-John 1993) pointed that inconsistency of product and brand beliefs may lead to brand dilution. Brand dilution and failure of brand can occur when consumer find it difficult to associate the extension with the parent brand, a lack of similarity and familiarity and discrepancy between Integrated marketing communication messages. Brand extension is a strategy which most of the companies are using to minimize risk associated with introduc ing an entirely new brand and to maximize their profits from the new brand. But in some of the cases brand extension fails, and the reason is the weak brand equity of the parent brand that bears upon the success of the brand extension. If the equity of parent brand is strong, brand extension can be successful and vice versa.Both Functional and non functional attributes of a brand can harm and eventually dilute the equity of an integrated oriented brand, which means due to the weak brand equity, brand dilution can occur across the parent brand. Such kind of failures of extensions can make customers to create a negative association with the parent brand or even with the brand family. These failures can also agitate and blur the original identity and meaning of a brand even positioning as well. Brand managers already know that there are some advantages and disadvantages associated with brand extension. Nevertheless couple of unsuccessful brand extension in past years was noticed. To be successful in brand extension knowledge related to brand extension should be refined.Brand extension is successful or not is decided by what factors? One of the most important factors is concept of fit. Fit with the parent brand in terms of quality and image. It is customer perceived fit which plays an important role in making consumers to decide whether extended products are favorable or unfavorable. If fit between parent brand and extended brand is as per consumers perception then consumers will respond more favorably to that extension and if fit between parent brand and extended brand are not as per consumers perception then consumer will respond to that extension unfavorable and it might lead to the failure or dilution of the brand.According to Martinez and de Chernatony (2004) brand image has two types the general brand image and the product brand image. According to them there would be no negative impact on general brand image if the brand image is strong for example, Nike or Sony. Dilution effect would be more on product image instead of general brand image. Therefore, mostly the customers would stick to their beliefs about the parent brand with respect to its attributes and feeling. Nevertheless their study shows that brand image can be diluted by brand extension, and beliefs and association with the parent brand can also be changed.In Pakistani environment companies especially MNCs prefer brand extension because they consider it more convenient. Top most cause for this is that products from multinationals already have an image of developed countries. Due to the past record of products from these developed countries, consumers give them positive response. Due to the image of product from these countries in the mind of the consumers, less cost is incurred by the companies on creating awareness and communicating about the product message with the target audience. These products already have good market share and media coverage therefore it becomes easy to launch brand extension in Pakistan for such companies.1.2 Statement of the ProblemSince last couple of years, new product failure has been observed quite a few times. As a result companies now are relying on brand extension instead of launching new products. There are couples of other reasons instead of new brand failures, which companies consider for brand extension, such as low promotion and awareness cost, acceptance and less chances of being failed. Though these advantages are considered by companies to use brand extension as a part of their branding strategy, but apart of these advantages there couple of failed extensions have also been observed in last couple of years. Researchers are now focusing to identify the factors which are useful in evaluating brand extension and factors which play a role in either failure or success of brand extension. In this Thesis we will also try to find about the favorability or unfavorability of brand extension.Most of the researches which we re conducted to know about the favorability or unfavorability of brand extension were focused on consumers point of view about brand extension. But as a matter fact it is quite difficult for consumers to evaluate whether brand extension is favorable or unfavorable. They can not evaluate it in undifferentiated fashion (Aaker and Keller, 1990, Keller and Aaker, 1992 Dacin and Smith, 1994 Smith and Andres, 1995). Brand extension according to consumers point of view was taken into consideration many a times, but very low attention was given to the managers point of view about brand extension (Nijssen and Agustin, 1999).Managers point of view regarding brand extension can give an extensive knowledge about brand extension because of their deep analysis about consumers and competitors and their personal experiences about the market and the brands. Hence in this thesis we will focus on managers perspective about brand extension along with consumers point of view.Both local and multi nationa ls are into brand extension from a long time. Such as Nestle , Pakola (Pakola, bubble up, Applesidra, double cola, Pakola milk), Sunsilk (Sunsilk black, Sunsilk white, Sunsilk pink, Sunsilk yoghurt, Sunsilk egg), Haleeb food Pvt Ltd (Milk, Juices, Cream, yoghurt), National Food (Pickle, salt, spices), Shan Food(spices, pickle, food), Unilever Pakistan (Lifebuoy, Soaps, Shampoo, Ice creams, Washing powder), PG (Soaps, Shampoo, Ice creams, Washing powder) Pakistan By keeping above relation in mind, it will be beneficial to have brand managers point of view about the success or failure of brand extension.1.3 Significance of the StudyThe significance of this thesis is to explore the use of brand extension strategies in the Pakistan context. Whether the strategy of brand extension is favorable or not, or due to brand extension, brands gets diluted or cannibalized? Since brand extensions is one of the most popular strategies for leveraging brand equity, this study will also focus on brand extension effect on brand equity.This thesis will focus on brand extension strategies of products from various companies which include Haleeb Foods Ltd Pakistan, Nestle, Pakola and Head Shoulders. Various companies insights regarding brand extension will help us to study favorability or unfavorability of brand extension in a well manner.We will try to achieve this purpose by answering the following research questions.RQ1. What are the reasons to choose brand extension as a part branding strategy?RQ2. Is brand extension favorable or Unfavorable?Above mentioned two research questions were divided further into a set of questions. Purpose was to gain a deep insight to answer these two research questions. By answering above question, we will come to know whether brand extension is favorable or it leads to brand dilution, and whether brand extension is favorable for those companies who prefer extension and are involved in brand extension from couple of decades. We will also come to know that for what reasons companies in Pakistan are using brand extension, and whether brand extension is in accordance with the successful brand extension concept or not. This thesis will be beneficial in indentifying the success rate or failure rate of brand extension of those companies which have been chosen for this thesis.1.4 Scope and DelimitationThis thesis focused on brand managers of those companies which are operating here in Pakistan. Only four products have been chosen for which research is conducted to identify whether brand extension is favorable or unfavorable. So the product range is limited to four companies only. Another limitation faced during the course of this study was that brand extension strategy for most of the multi national companies are crafted in their home country and then implemented here in Pakistan. Furthermore, Interview process is chosen to know about brand managers point of view about failure or success of brand extension. Out of 4 brand managers, 2 interviews were taken on telephone and 2 were taken face to face. Due to the limitation of telephonic interview, non verbal responses could not be gauged. Other limitation confronted during the course of research was the fact that majority of multinationals (MNEs) formulate brand extension strategies at their head quarters abroad. Lastly, we came to know that in Pakistan brand extension responsibilities is handled by marketing managers instead of brand managers in some companies.1.5 Definitions1.5.1 BrandAccording to (American Marketing Association 2007 brand is A name, term, sign, symbol, or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition.1.5.2 Brand extensionAccording to (Aaker 1991) brand extension can be defined as utilizing an already established brand to enter from one class of product category to another class of product category. (Kotler 1991) defined brand ext ension strategy as exploiting a well known and successful brand name either to launch a new or modified product can be termed as brand extension process. As per (Kotler Armstrong 1990) defined brand extension strategy as an expansion strategy, where companies try to further extend their already established and well known brands into either different other categories or in same category with some modification.1.5.3 Product Line Extension(Kotler Armstrong 1990) defined product line extension as a process of using already established brand name to introduce new items with some extra innovation or modification in the same category. For example Pakola has extended its soft drink named Pakola into Pakola raspberry, Pakola leeche, Pakola orange, Pakola lemon. (Aaker 1991) elaborates product line as line extension occurs in the form of introducing new items under the same brand name in the same category with some modification in flavors, colors, specification, ingredients and package size s. Product line extension is somehow differs with brand extension because brand extension is about using an established brand name to introduce new product and brand in different categories, while line extension leveraging and established brand to introduce new products in same category with some improvements, modification and enhancements.1.5.4 Brand DilutionAccording to (Aaker 1991) brand dilution is depraving of a brand via its overexploitation. This failure of brand occurs when extension is done in a poor manner, or when a brand with poor equity is leveraged to extend it into different other categories. This failure can also occur when an extension becomes unfavorable in the mind of consumers. As per (Kotler Armstrong 1990), unfavorability of a brand in the mind of the consumers can be due to lack of quality, over pricing, lack of consistency with the parent brand, lack of innovative feature and lack of trust. Brand dilution can be a disaster for a company. Companies use their well known established brands to leverage their equity and image to further extend it for entering into different market segments, which gives them a chance to earn higher profits. This can be true when parent brand equity is strong. But if equity of any brand is weak, then consequences might include dilution or failure of a brand.1.5.5 Brand Cannibalization(Kotler 1991) defined brand cannibalization as reduction in sales revenue and diminishing of share of market resulted as the introduction of new products in the same category For example, when diet coke was introduced by Coca Cola, sales for original coke diminished, but eventually it led in expansion of diet soft drink market. In case of Haleeb food, introduction of tea whitener diminished the sales of UHT milk, because consumers previously were using milk for making tea, but with the introduction of tea whitener, some consumers started to prefer tea whitener instead of milk, which resulted in cannibalization of milk category.1. 5.6 Brand EquityAccording to (Wood 2000) brand equity can be defined as a profitable relationship between a brand and its consumers. (Kotler and Armstrong 1996) reported that it is quite difficult to measure equity of a brand. Yet a strong brand results in strong brand equity which can be leverage to extend into different other categories. Conversely weaker brand means weak brand equity which can result in failure if extended into different other brands. Strong brand equity may lead to achieve brand loyalty, quality, brand association and awareness. These benefits help companies to incur less cost on communication and awareness.1.5.7 Brand Association(Kotler and Armstrong 1996) defined brand association as refers to a degree where consumers discern a brand in rich fashion. Positivity of any brand depends upon how deeply that brand is penetrated in the mind of the consumers in positive fashion. Brand associations are the properties of a brand which consumers recall whenever brand is talked about. Consumer relates a brand name with its implicit or explicit meanings. Brand association can also be termed as the level to which a specific product/service is acknowledged amongst its product or service family. When choosing a brand name, it is important that the name selected must reinforce an essential dimensions and specification or benefit association that forms the position of a product.2- RESEARCH METHODOLOGY PROCEDUREIn this chapter we will discuss and justify methodological choices which we have made for our research. Below mentioned figure presents an overview of the research method which will be used in this chapter for our research.Source Adapted from Foster (1998), p.812.1 Research Purpose(Yin 1994) and (Wiedersheim-Paul and Eriksson 1998) found in a research that there are basically three types of researchExplanatoryExploratoryDescriptiveAccording to (Wiedersheim-Paul Eriksson, 1998) basis purpose of the explanatory research is to craft and specify the issues of the research. This type of research is beneficial when the problem is quite difficult to analyze. According to Patel and Tebelius (1987) explanatory research is used when researcher want to gain more and more information about any specific issue. Moreover, Reynolds (1971) said through explanatory research, researcher can get comprehensive information about research defined problem. (Saunders, Lewis Thornhill, 2000) found that descriptive research is useful when the problem of research is properly defined and crafted in a well manner. For this purpose, researcher must have complete information about the problem defined in the research. Collection of data must be started after having a clear understanding about the problem defined form research. Furthermore, (Wiedersheim-Paul Eriksonn 1998) described that the main objective of descriptive research is to identify the applicable facets of the problem of the research. For conducting descriptive research researcher has to deep ly define these facets, and there must be a relation between and describe these aspects more thoroughly without researching connections between reasons and indications.For our research we will initially try to define the reasons behind brand extension. Why do companies in Pakistan prefer engaging in brand and line extension activities? Furthermore, we will also try to identify the favorability and un-favorability of brand extension in Pakistani markets and companys perspective. For gaining deep understanding about the research question defined previously, we have considered exploratory research as a part of our research. The reason is that before this research no study has been taken into consideration to know about brand extension activities in Pakistan and we want to gain as much information as we can. Along with exploratory our research is explanatory as well. We will try to explain the result which we will get through our research. On the basis of our respondents responses we wi ll try to draw a conclusion.2.2 Research ApproachTo gain a deep information about brand extension strategies in Pakistan and whether it is beneficial or not beneficial for Pakistani market we have to consider two approaches, First one Qualitative and second one is Quantitative research. (Ponteerotto, 2006) found that quantitative research approach is used when we have to gain lean descriptions and we use qualitative research when we have to gain comprehensive descriptions.In our previous chapter, we explained our research question which includes the reasons behind brand extension in Pakistan and advantages and disadvantages of brand extension in Pakistani markets perspective. We will also try to know about the factors leading to the success and failure of brand extension. (Ponterotto 2006) found that to conduct qualitative research, most beneficial instrument can be in-depth interviews because in-depth interviews researcher can define the different facets of human experiences which results in having a deep understanding about the research topic.(Holme and Solvang 1991) compared quantitative research as a conventional and integrated research approach. In quantitative research approach final results can be presented in the forms of facts and these results are also measureable. One of the main purposes of quantitative research approach is make the consequences of the research of few variables to higher numbers of entities. According to (ibid 2000) qualitative research approach uses qualitative data to draw a conclusion. It draws conclusion on the basis of factors like peoples attitude, perception, values, likes and dislikes. By using qualitative research approach, results can be drawn by gather information through specific number of entities. This process can provide us the opportunity to gain a deep understanding of the research.By keeping the above mentioned description in our consideration, our research focus would be qualitative. One reason for choosing quali tative research approach as our research approach is that we want to gain as much information regarding our topic as much we can. This research approach would give us deeper information regarding brand and line extension activities in Pakistani perspective. For conducting our research for brand and line extension activities in Pakistan and its favorability or un-favorability, initially we approached many companies, out of which four companies agreed to provide us information regarding our research topic. Before conducting our interviews with our respondents, we sent a questionnaire to our respondents.. These interviews were not recorded and average time for an interview was approximately thirty to fifty minutes. Finally, to clear some doubts regarding the first three telephone interviews the companies were re-contacted to clear the doubts in some questions.2.3 Respondents of the studyFollowing companies were chosen to gain an insight about brand extension favorability or un-favorabi lity from brand managers perspective. Initially, we approached many seasoned companies, out of which four companies brand manager agreed to give us time for interviews.Haleeb Foods Limited PakistanPakolaNestleHead Shoulders (PG)2.3.1 Haleeb Foods Ltd PakistanHaleeb Foods Limited is one of the biggest Dairy company of Pakistan which is operating in many different categories such as Juices, UHT milk, Tea whitener, and other dairy products. Haleeb foods came into existence in 1986 Haleeb foods initially started to produce Haleeb Milk. Later on Haleeb foods entered into different other segments of the market and different other categories. Since from its establishment, Haleeb food came up with many of brand and product line extension which Haleeb foods did successfully.Mr. Adil Suleman brand manager of Haleeb foods limited Pakistan was contacted via telephone to have this interview and to gain insight about brand extension of Haleeb in Pakistan.2.3.2 PakolaPakola is a beverage company which came into existence in 1950 by Haji Ali Muhammad. Initially Pakola focused on producing a soft drink which represented the drink of Pakistan. Later on as a part of brand and product line extension, Pakola introduced couple of other products which includes flavored soft drink and milk range, mineral water and juices.Mr. Mubeen Munnawar Marketing Manager of Pakola was contacted to have an interview to gain information regarding brand extension activities of Pakola in Pakistan. It was a face to face interview, and during the course of this interview, we gained deep insight about brand extension activities, favorability and unfavorability of Pakola brand extension.2.3.3 NestleNestle was founded in 1866 by Henry Nestle and today Nestle if one the worlds largest beverage and food company. Nestle since from last couple of decades is into brand extension and product line extension. As a result of brand and product line extension Nestle has introduced couple of successful brands. Nestl e has integrated innovation and renovation techniques in its principles. Nestle extend its brands through innovation and renovation.Mr. Adnan Tariq, brand manager of Nestle was contacted via telephone to get an insight about Nestle brand extension activities in Pakistan. During this interview Mr. Adnan Tariq gave us some valuable information regarding brand extension activities of Nestle in Pakistan and favorability and unfavorability of Nestle brand extension in Pakistan.2.3.4 Head ShouldersHead Shoulders is an anti dandruff shampoo range introduced by PG. After a thorough research a new anti dandruff formula was developed which they used in developing Head Shoulders and it was first introduced in 1950. Head Shoulders have got a ranges of shampoo which includes classic clean, citrus breeze, refresh, extra volume, dry scalp care.Mr. Shaif Shafiq, who is associated with PG from a long time, was contacted to gain valuable information about brand extension strategy of Head Shoulde rs in Pakistan. Information the success or failure of Head Shoulders was also gained. During the course of this interview questions related our topic were asked and responses were noted down for future consideration.2.4 Research Instrument2.4.1 InterviewsAs per (Breakwell 1995) interviews as a research instrument can be useful because it is considered as a very flexible tools and due to its numerosity of phase in the research work. According to (ibid 2000) it is easy to use interviews as a part of research instrument because of its multi faceted nature of the research design. Observations and questionnaire can be used as a part of interviews to collect data for our research approach. Using interviews as a part of our research, we first took our research framework into our consideration. By keeping our research framework in our mind we developed a questionnaire which consisted of series of questions regarding reasons for brand extension and its favorability or unfavorability. Some i rrelevant questions were late on excluded from our questionnaire before conducting our interviews.2.5 Sources of Data(Wiedersheim-Paul and Erikson 1997) purposed two types of data collection method. First one is Primary data and second one Secondary data collection. Primary data is the first hand information which is collected for some specific purpose while second hand data is already published data which was collected for some other purpose or some other research. Moreover, (ibid 2000) shed some light on data collection methods as, there can be three different types of data collection method. First one is observation, second one is interviews and the last one is documentation. As per (Yin 1994) interviews can be one of the most reliable source for collecting data. Using interviews as a data collection method, interviewee and interviewer both can focus on the topic. Furthermore, (ibid, 2000) elaborated that interviews can be useful when it comes to gain insights of the interviewee about any specific topic.2.5.1 Primary DataIn previous section we focused more on that secondary data collection method for research can not be ample to identify more accurate and reliable information about any specific topic of research. When it comes to identify about the reason behind brand and product line extension and its favorability or unfavorability, it is important to determine what companies and their brand managers think about brand extension and product line extension. For this purpose use of primary data collection can be beneficial. Thus interviews are selected as an instrument for primary data collection method. These interviews include face to face and telephonic interviews. According to (Churchill, Gilbert A., Iacobucci and JR. Dawn, 2005), proper communication can be a reliable and beneficial instrument for data collection. The reason is that in communication method no one forces researchers to wait for a certain event to be occurred. (p. 167). Nevertheless, commu nication techniques have some drawbacks. In communication techniques it is not confirmed whether the answer to the research question will be obtained in an accurate manner. Using communication has some weaknesses. One of a reason for this is that responses are dependent on interviewees will to pass on the expected information.2.5.2 Secondary DataFor our research regarding brand extension and product line extension in Pakistani perspective, we also focused on collecting some secondary data. As per (Churchill, Gilbert A., Iacobucci and JR. Dawn, 2005) for conducting any research, we must begin with searching for secondary information. (p, 167). Using secondary data collection for gaining information can be beneficial in terms of having an initial idea about what have already been researched about the topic. Some useful information about research topic, already published information can also be gained in a timely fashion. Apart from advantages of secondary data collection method, there are some drawbacks associated with secondary data collection method. Secondary data can not be sufficient to give complete information regarding specific question of research. Furthermore, already published information was collected for some other purpose which not necessarily answers the question which you have included in your thesis. Indeed, according to them first of all, the data had been collected for someone elses p

Volatile Environments: Meaning To The Organization

Volatile Environments Meaning To The OrganizationThe makeup exists in order to achieve a goal. To reach this purpose, it has to evolve in an environment with which it interacts. This environment implies all external elements that have the potential to affect the governing body. Some elements have direct impact on the organization while others do non. Today the environment is changing so fast that it flexs increasingly volatile. In fact, it creates uncertainty. Thus, some opinions state that this changing environment represents massive threats for the organization. However, other opinions see the volatile environment as an opportunity for the organization to innovate. Based on these considerations, this paper analyzes the different sectors of the external environment, lastlights the modality they influence the processes of the organization and demonstrates how they make up threats or opportunities for the organization. break off 1. The environmentThe external environment of t he organization is made up of several sectors. Scholars state that for each organization, ten sectors dope be analyzed. These sectors can be all the outside institutions or forces that have impact to organizations ability to reach its goal. Organization has to interact with the market sector, the industry, the government and the fiscal institutions. It also has to cope with the frugal conditions. Organizations need to get merciful resources, and adequate technology. All of these components imply the external environment.This external environment is not static. The elements with which organization industrial plant argon quite alive(p). They change all the time. Most of the time, it is very hard for organization to even predict the change rates. Now, what are the characteristics of these elements? How volatile are they immediately?The MarketNowadays, guests are becoming increasingly advised. From day to day, they are arming with extensive information and they are being to a sm ashinger extent resistant to stimuli. The clients want goods and serve customized to their needs and their interest for a particular product can be abruptly shifted. Moreover in the context of the globalization, markets and technologies are much and more(prenominal) interconnected. Then, it is not easy to handle all the variables that motivate the choice of the customers.The industryIt describes a particular business activity (for exemplar, the software industry). This sector has a life regular recurrence. This cycle shows an image of the changes observed in the industry over time. The life cycle is not static. It has several stages birth stage, growth stage, shakeout stage, maturity stage and decline stage. digest Growth Shakeout Maturity Decline(Exhibit 1)During the first stage, organizations seek to develop new services or goods. Then the services or the good gain customer acceptance and begin to grow cursorily. It is the second stage. The third stage is the most fragile. Wh en the growth becomes visible, many a(prenominal) organizations will enter the industry. Thus, the environment can be more agitated. During the fourth stages, the sector becomes more stable. Finally, during the last stage, the activities are quite slow.Most of the time, the life cycle changes very fast. When competitors, through advertising and new services or products, react with aggressiveness instability occurs.The governmentIn the government sector, several aspects can be analyzed. The political aspect makes up an important force. In many countries, changes in political arena may cause steep uncertainty in the environment. In reality, these changes are not the main problems in themselves. The veer is the counseling in which they occur and the outcomes they produce. In most countries, there are changes in political arena but the environment subdued stays more or less stable. The other aspects in the government sector are taxes, laws and regulations. In many government design s, they are all intertwined.Change is inherent to the government sector. The issue is when it occurs abruptly. For example, when a rupture suddenly happens in the political arena, it may create chaining effects on the whole environment and make it very unstable.The pecuniary and economical conditionsEvery single manager knows that the world economy is intertwined. An economic crisis of a country may affect the economy of other countries. A recent example may be the recession in the United States. Many countries in the world have been hit by the effects of this crisis. Another example is the European crisis. A financial disequilibrium in few European countries cause great turbulences in the zone. Then it is clear that the influence of the intertwined economy cannot be neglected.During this decade, the world has cognize several financial and economic crises. The stakeholders have made a lot of efforts to boost the global economy. exclusively, much remain to be done. According to t he Global Financial Stability Report (IMF October 2010), despite the ongoing economic recovery, the global financial system remains in a period of significant uncertainty. The banking system tranquil faces up complex situations. In mature credit markets worldwide, the total losses are very important. To keep themselves alive, the banks have to get additional capital. Thus, the environment is still risky.Many other variables such Stock market, unemployment rate and inflation have to be taken in considerations. These variables broadly depend on the financial and economic conditions.The human resourcesIn the global economy, highly qualified human resources make up a potential source of comparative advantage. They play a great role in the economy. The human resources represent valuable assets in the business environment. Today, scholars even talk about human capital. The idea is not to consider the human being as a machine which only provides services to organization. The entree is t o have a better dread on how the human skills can be an important booster for the economy of the 21st century.This sector broadly depends on universities outcomes. Nowadays, the world is changing so rapidly that the universities should do more efforts to produce high developed human resources. That is to say, these competencies have to fit to the reality of the changing world. Most of the times, the shifts are very fast. In this case, the universities usually take more times to respond. It does not mean that they are ineffective. The problem is that the universities, themselves, have to cope with many complex variables.There are a lot of challenges in the human resources sector. While these resources become scare, the law of demand, in the labor market, will be applicable.The technologyThe technology is becoming essential for the well-being of the global economy. The technology affects the way information is treated, the way enterprises produce and the way people go along. Since t he world has become a small village, the information technology makes up a mainstay in business sector. The exploitation of the internet makes the exchanges easier among people. Nowadays, it is possible to buy anything from anywhere. People do not need to travel for some meetings anymore. Web-conference allows us to communicate with high definition video and high quality sound. Finally, every single person knows that the technology plays a great role in the world.However, the evolution of the technology is so fast that it is becoming surd to handle it. The changes are often done abruptly. Mostly, we do not even have time to react. The technology we use today will be rapidly obsolete tomorrow. Moreover, the technology creates a virtual world that sometimes contains a lot of security issues. We can conclude that technology is useful but this sector makes up a high speed rail which often stuns managers.Nowadays, there is evidence that the external environment is not stable at all. Th e markets become more agitated the industrys stages run faster taxes, laws and regulations cannot be handled by the organization, the financial and economic conditions make up uncertainty, the human resources are scarce and the technology is advancing at an incredible pace.These considerations are far from being alarmist analyses. They only describe the atmosphere in with todays organizations evolve. Now, how does such volatile environment influence the process of the organization?Part 2. The influence of volatile environment on the Organization (threats)Considering that the organization is not an isolated entity, it is important to understand how it interacts with the environment into which it evolves. To have a better understanding of this interaction or the way the external elements influence the process of the organization, it is essential to know about the field of activity and the modeling of management adopted by the organization.Generally, organization may adopt tradition alistic management or modern management. Nowadays, people even talk about post-modern management.In the traditional management theory, the organization elaborates proprietary knowledge. It uses this knowledge to extract advantages. Since this information is essential for its growth, the organization protects this knowledge and tries to make sure that it is not accessible by any other entities. To communicate with the external environment organization has to use official channels. In a few words, we can say that the organization puts more emphasis on its privileged activities.Despite this strategy, it is clear that the influence of the volatile environment still affects the processes of the organization. Let us analyze more deeply some of the external elements (threats) considering the traditional model of management.As we have mentioned it above, the customers gain more power than ever in the market. This compels the organization to share information and to response in a short time . But the way which the traditional management shapes the organization does not allow this latter to be as flexible as possible. Then, it becomes harder for the organization to catch the expectations of the customers. When we pay more attention to internal activities than to the customers, they go elsewhere.In an industry where the competition is aggressive, it is very painful for a traditional management to hold on. This model shapes the organization as an autonomous entity. The traditional management does not allow information and resources sharing. Thus, it becomes very difficult for an organization which adopts this model to compete in a context of globalization. Today, a new burn up of competition is born. To be competitive in an environment where the resources are scarce, the organization has to develop relationships with other organizations. That is to say, the organization has to have a dynamic and an opened structure to survive. No organization can evolve in quarantine. Th us, we can conclude that an agitated industry may deadly affect the organization.The get on of the technology makes up one of the threatening elements that affect the process of a traditional management. Nowadays, to survive in a global environment, organizations have to open themselves to the technology. Because, Markets, technologies, and organizations are becoming increasingly interconnected, (Richard L. Daft, Understanding the Theory and Design of Organizations). Moreover the digital workplace created by the advanced technology is a big challenge for the traditional model.Now we understand how the volatile environment can challenge the traditional management, it is important to see the degree of influence of these perturbations on an organization which adopts the modern approach of management.Today, many organizations adopt a new model of management. Organizations have a new approach for identifying, collecting and storing intellectual capital in some words, a new way of workin g in order to achieve its goal.COMING SOON Elaboration of How does the volatile environment influence the processes of the organization (the new approach of management)?How does the volatile environment make up opportunities for the organization?

John Keats Ode on a Grecian Urn and Ode to a Nightingale Essays

throne Keats Ode on a Grecian Urn and Ode to a Nightingale potty Keats, in Ode on a Grecian Urn and Ode to a Nightingale attempts to connect with two objects of immortality to trip out from the rigors of human life. In Ode to a Nightingale, Keats attempts to connect with a birds song because the music knows nothing of aging and mortality. Keats has the same motivation in Ode on a Grecian Urn while trying to connect with three calve learns on a mysterious urn. Connecting in this sense means to either fully go steady the object or become the object itself. For example, when Keats attempts to connect with an image on the urn, he attempts to fully understand the origin of the image. While his attempts to connect with the two objects chance on short, he nevertheless makes an interesting conclusion about the ideals of salmon pink and fair play. Keats begins the Ode to a Nightingale in pain, before hearing the melody of the nightingale. After hearing thi s music, he wishes to join the bird and leave the human world. He stolon attempts to connect with the bird using a draught of vintage (11), but upon further thinking, decides that he will not (be) charioted by Bacchus and his pards (32). (Bacchus is god of wine and revelry.) Keats at long last joins the bird on the viewless wings of Poesy. Though able to imagine his flight with the nightingale, the fabricator is cant actually see anything. Keats can imagine the fast weaken violets coverd up in leaves (47), but cannot see what flowers are at my feet (41). He can in like manner picture the moon in his mind, but says there is not light (38). The song of the nightingale has Keats in such ecstasy b... ...ll we needed to know, according to Keats, was that sweetie is law, truth beauty (49 Urn). The narrator would never know what the nightingale meant when it sang its songs. Furthermore, Keats would never be able to fully understand the images on the urn because it was created in a different time period. Therefore, Keats would never understand the full truth behind either the song or the urn. But according to Keats conclusion, none of this mattered. The only truth that he needed to know was that these objects were beautiful and worthy of existence admired.Works CitedKeats, John. ?Ode on a Grecian Urn.? Poetical Works. 1884. Bartleby.com GreatBooks Online. 15 June 2004 <http//www.bartleby.com/126/41.html.Keats, John. Ode to a Nightingale. Romanticism An Anthology. Ed. Duncan Wu. Oxford Blackwell, 1998. 1058-1060. John Keats Ode on a Grecian Urn and Ode to a Nightingale EssaysJohn Keats Ode on a Grecian Urn and Ode to a Nightingale John Keats, in Ode on a Grecian Urn and Ode to a Nightingale attempts to connect with two objects of immortality to escape from the rigors of human life. In Ode to a Nightingale, Keats attempts to connect with a birds song because the music knows nothing of aging and mo rtality. Keats has the same motivation in Ode on a Grecian Urn while trying to connect with three separate images on a mysterious urn. Connecting in this sense means to either fully understand the object or become the object itself. For example, when Keats attempts to connect with an image on the urn, he attempts to fully understand the origin of the image. While his attempts to connect with the two objects fall short, he nevertheless makes an interesting conclusion about the ideals of beauty and truth. Keats begins the Ode to a Nightingale in pain, before hearing the melody of the nightingale. After hearing this music, he wishes to join the bird and leave the human world. He first attempts to connect with the bird using a draught of vintage (11), but upon further thinking, decides that he will not (be) charioted by Bacchus and his pards (32). (Bacchus is god of wine and revelry.) Keats finally joins the bird on the viewless wings of Poesy. Though able to imagine his flight with the nightingale, the narrator is cant actually see anything. Keats can imagine the fast fading violets coverd up in leaves (47), but cannot see what flowers are at my feet (41). He can also picture the moon in his mind, but says there is not light (38). The song of the nightingale has Keats in such ecstasy b... ...ll we needed to know, according to Keats, was that beauty is truth, truth beauty (49 Urn). The narrator would never know what the nightingale meant when it sang its songs. Furthermore, Keats would never be able to fully understand the images on the urn because it was created in a different time period. Therefore, Keats would never understand the full truth behind either the song or the urn. But according to Keats conclusion, none of this mattered. The only truth that he needed to know was that these objects were beautiful and worthy of being admired.Works CitedKeats, John. ?Ode on a Grecian Urn.? Poetical Works. 1884. B artleby.com GreatBooks Online. 15 June 2004 <http//www.bartleby.com/126/41.html.Keats, John. Ode to a Nightingale. Romanticism An Anthology. Ed. Duncan Wu. Oxford Blackwell, 1998. 1058-1060.

Why are Military Takeovers so Frequent in Postcolonial African Politics

For many old age, the African continent has been a center for political turmoil. Much of that political unrest is blamed on the extended period of European colonization that the continent was forced to endure. Because of ethnic differences, natural resources, and ineffective governments, Africa has been subject to many military takeovers in the postcolonial period. war machine takeovers are not unique to Africa. Like of many similar countries, the developing countries in Africa are naturally more susceptible to coup dtats than their developed counterparts. The perfect storm of economic and social inequities, coupled with the inability to provide for the basic necessities of its citizens often results in a regime change finished any means necessary. Military coups are typically not beneficial to the citizens, however the combination of these factors makes the idea of regime change appealing and as a consequence the prospects of a military takeover are augmented. Unlike other regio ns, Africa displays an even higher rate of governmental turnover. In fact, since gaining independence, the majority of the 54 African countries have experience a military takeover. Much of the plight of Africa was determined by its colonization. Almost all of the African was under European colonization at some point. In fact, only two countries on the continent did not experience colonization, Ethiopia and Liberia. While colonization effectively ended about 50 years ago, the effects of colonization are still visible on the continent. One of the main reasons for political instability in Africa is a result of a drop of unity within nations. Traditional African society was based on tribal affiliations. The relationship between two African tribes was som... ... stable, most African governments count to be trying to become better. In the future, African governments may be able to avoid the military interventions that hinder their development.Works CitedDivide and Conquer, A European Legacy in Africa. The Corkonian Anthropologist. Web. 17 Apr. 2012. . Jenkins, J. C., and Augustine J. Kposowa. The Political Origins of African Military Coups Ethnic Competition, Military Centrality, and the Struggle over the Postcolonial State. International Studies Quarterly 36.3 (1992) 271-91. Print. Johnson, Thomas H., and Robert O. Slater. Explaining African Military Coups DEtat, 1960-1982. The American Political Science Review 78.3 (1984) 622-40. Print. Wood, Ethel. AP Comparative Government and Politics. Reading, Penn. Woodyard Publications, 2009. Print.