Analysis Of Langston Hughes s Poem, I, Too - 1193 Words

What does it mean to be an American? This question can have different kinds of answers. However, when many people ponder about America, they associate it with a place where citizens have tons of freedom and equality. But sometimes, Americans do not get these freedoms and equality right off the bat as other people in other countries expect. Being an American can come with a lot of perks, such as the freedom to speak your thoughts, freedom to express yourself and several more; However, to obtain these perks, freedoms, and rights, the people must be able to fight and defend their rights. Therefore, along the many reasons of being an American, to be an American means to fight for and defend their rights. Through the study of literature and history, the reader will learn that in certain circumstances, people will realize that they will have to fight and defend their rights against those who tries to take it away. In the poem, I, Too, Langston Hughes shows that to be an American means tha t you should refuse to buckle under awful pressures. The speaker, an African American man, was denied the rights to sit down at the dinner table when company comes. However, the speaker â€Å"laugh and eat well and [grew] strong† then no one will dare say to him â€Å"eat in the kitchen† then. The African American man â€Å"too, am America.† The speaker decided to take the time in the kitchen to grow and learn; so that next time he can sit at the table because he is considered an American as the white peopleShow MoreRelatedAnalysis Of Langston Hughes s Poem I, Too978 Words   |  4 Pages Langston Hughes America, the ideals of freedom, equality, and opportunity traditionally held to be available to every American. This is what everyone was told, what the Declaration of Independence states. But, Langston Hughes a black American poet in the Harlem Renaissance period saw the truth. Being an African American in the United States during the early 1900’s was difficult. Many lived a life full of hardships; segregation, prejudice and economic hardships, viewed as second-class citizensRead MoreLangston Hughes The Weary Blues Analysis1256 Words   |  6 PagesOn Langston Hughes’s The Weary Blues Kevin Young, a graduate of Harvard University and one of the winners of the Guggenheim Fellowship, writes the historical perspective of Langston Hughes. He discusses the flowering of the African American literature and culture and how it is actually just the extension of the New Negro movement. From the Harlem Renaissance, Langston Hughes is able to represent â€Å"different things† for â€Å"different men.† The uprising of Hughes’s poems are the result of their hardshipsRead MoreLangston Hughes : A Modernist1222 Words   |  5 PagesSappington 13 Apr. 2017 Langston Hughes: A Modernist Credited as being the most recognizable figure of the Harlem Renaissance, Langston Hughes played a vital role in the Modernist literary movement and the movement to revitalize African American culture in the early 20th century. Hughes’s poems reflect his personal struggle and the collective struggle of African Americans during this cultural revival. Langston Hughes’s life contained key influences on his work. As a child, Hughes witnessed a divorceRead MoreAnalysis and Interpretation of I, Too Sing America by Langston Hughes1148 Words   |  5 PagesPoem I, Too Sing America is considered to be very characteristic for radical poetry of Langston Hughes. The majority of literary critiques and historians refer to Hughes as one of the first American poets, who set the standards and examples how to challenge the post-World War I ethnic nationalism. His poetry contributed and shaped to some extent the politics of the Harlem Renaissance. In analysis of Black poetry Charles S. Johnson wrote that the new racial poetry of the Negro is the expressionRead MoreLiterary Analysis Of The Ideology And Reality Of Equality987 Words   |  4 PagesLiterary Analysis of the Ideology and reality of equality in the works of Langston Hughes Langston Hughes was an African American writer and poet. Langston Hughes wrote about what it was like living as a Negro, as a black man, as any person of color in America. He wanted to portray the dignity, soulfulness, and resilience of his people. In his writings, he tends to believe that people aren’t wholly good and they are not wholly evil or bad either. He writes with such a conviction and an almostRead MorePoem Analysis On I, Too, Sing America 1611 Words   |  7 PagesDai Yueh Cheng Dr. Smedley English 1B 9 March 2015 Poem analysis on â€Å"I, Too, Sing America† In the poem â€Å"I, Too, Sing America† by Langston Hughes, he envisions a greater America, a more inclusive America where all the races can proudly represent themselves as American citizens. Hughes was a leader of Harlem Renaissance, and had tremendous pride of his race as an African American. However, during that time period, African Americans were being considered as second-class race, and they were being segregatedRead MoreThe Negro Speaks Of Rivers1548 Words   |  7 PagesLangston Hughes was an American poet, novelist, and playwright whose African-American themes names him a primary contributor to the Harlem Renaissance of the 1920s. After moving from several cities, Hughes and his mother finally settled in Cleveland, Ohio. During this time, Hughes began to write poetry. One of his teachers introduced him to the poetry of Carl Sandburg and Walt Whitman, both whom Hughes would later cite as primary influences. By the time Hughes was enrolled at Columbia UniversityRead MoreAnalysis Of The Poem Dream By Langston Hughes1909 Words   |  8 Pagesof each poem are very similar, but yet are different in their own unique way as well. The two pomes are about dreams, the first poem, Dream is about what could possibly happen if we let go of our dreams and don t purse them. The second poem, Harlem is about the possibilities of what could happen when we postpone our dreams. Both poems do not exactly end with a happy ending, for they show the regret that we will be left with, possibly even death. The poem Dream by Langston Hughes is aboutRead MoreLangston Hughes: A Poet Supreme Essay1879 Words   |  8 PagesLangston Hughes: A Poet Supreme Black poetry is poetry that (1) is grounded in the black experience; (2) utilizes black music as a structural or emulative model; and (3) consciously transforms the prevailing standards of poetry through and inconoclastic and innovative use of language. No poet better carries the mantle of model and innovator the Langston Hughes, the prolific Duke Ellington of black poetry. Hughess output alone is staggering. During his lifetime, he published over eightRead MoreRhetorical Analysis Of Langston Hughes s The American Dream 3454 Words   |  14 Pagesdeeply embedded construct of race comes into play. As a black man born into a time of overt racial prejudice, Langston Hughes was all too familiar with the double consciousness that came with life as an American minority. This roller coaster is the subject of the vast majority of his literary work and has continued to be a major presence and inspiration for literary work everywhere today. Hughes shows a deep loyalty to the ideals that brought the Declaration of Independence and the Bill of Rights into

Bandura Rotter, Molly Ringwald Character from Breakfast...

Bandura Rotter, Molly Ringwald Character from Breakfast Club The reinforcement for Clair’s behavior was mainly dependent on the approval she received from her popular peer group. She has a notion that she needs to be â€Å"popular† or approved in order to be seen as better in her school. Reinforcement would also be abiding by her parents so she is able to shop with her families wealth. After she had bought something materialistic, it makes her feel good. There was a battle of the reinforcement values in this movie. One was, as stated above, to seek approval of her older known peers known to be stuck-up, condescending, and popular. The other is reinforcement of a more positive virtue. This virtue is as stated, thinking independently and†¦show more content†¦Clair, by the end of the movie, did show some deviation in her expectancies by being more empathetic to others and independent with her thinking. This showed that she had an external locus of control but was starting slightly to pitch off to the internal side of the E- I scale. But none the less, my estimation would say that she has a way to introspect before she gets out of the predominately external territory. The interactionists view from Clair’s standpoint is her need for approval and popularity around peer groups and social situations. Expectancy of Clair is shown to be low at the beginning of the film, but brought up after the group discussion. Her expectancies become more internal via introspection of herself brought on by group advocation. The advocation may have been harsh and blunt at times, but it helped in the functioning of Clair finding other ways to think about herself, old peers, new peers, and parents. I believe this shaped her character in a positive way to think for herself instead of a group-think automaton looking for approval from other condescending teenage girls. Firstly, Clair was using her expectancy outcomes. Her competency became more prevalent, she seemed more concerned about advancing her newly independent self and peers (The Breakfast Club). This could mean Clair would be more open to a self regulatory plan. (Bandura) A personnel agency became more prevalent within Clair as time went

Discuss the Impact of Data Quality Problems Free Essays

(Databases behind MySpace, CH-6) Discuss the impact of data quality problems on MySpace as described in this case study. How did they solve their data problems? What management, organization, and technology issues had to be addressed? 1) – Discuss the impact of data quality problems on MySpace as described in this case study. Since the Site was launched in 2003, the social network site â€Å"MySpace† has become the world’s leading social portal for connecting people who relate in connection with its content, and culture. We will write a custom essay sample on Discuss the Impact of Data Quality Problems or any similar topic only for you Order Now MySpace projects an idea to its global community to experience the Internet through a social lens by integrating individual’s personal profiles, photo sharing, professional and entertainment videos, blogs, instant messaging, as well as one of the largest music community. MySpace. com has been one of the fastest growing sites on the Internet with 65 million subscribers and 260,000 new users registering each day. Yet with their unexpected growth along came the growth of other popular social networking sites such â€Å"Face book† and few other competitors which seemed to have gained ground, do to â€Å"MySpace† criticized performance. In its initial phases, MySpace operated with two Web servers communicating with one database server and a Microsoft SQL Server database. The site continued adding Web servers to handle increased user requests and demands, once the number of accounts exceeded 500,000 the site added more SQL Server databases; one served as a master database, and the others focused on retrieving data for user’s page requests. After two million accounts were activated, MySpace switched to a vertical partitioning model in which separate databases supported distinct functions of the Web site, such as the log-in screen, user profiles, and blogs. Yet at some point the separated functions will still share data which will create another problem to their list! After three million accounts were reached, rather than investing in more sophisticated types of servers that could eventually solve their problems, the site scaled out by adding many cheaper servers to share the database workload which became just another shortcut option and not a long term solution for the company. 2) How did they solve their data problems? The Company eventually switched to a virtualized storage architecture in which databases write data into any available disk, therefore eliminating he possibility of an application’s dedicated disk becoming overloaded. MySpace later installed a layer of servers between the database servers and the Web servers to store and serve copies of frequently accessed data objects so that the site’s Web servers wouldn’t have to query the database servers with lookups as frequently. Unfortunately, MySpace still overloads more frequently than other major Web sites. With a log-in error rate of (20 to 40%) on some days, the site is not effectively organizing or storing data at all, reason for which the site may have been losing subscribers. After the review of this case study, we can see the Importance of Database Technology and the Impact Data Quality provides to Websites and Social network sites and it can be determined that their existence depend on it.. (Information based on, MySpace Case study and www. forbes. com) 3) What management, organization, and technology issues had to be addressed? Some of the problems MySpace has encountered are the inadequate storage space on their database servers, slow access or no access through its log-in application, and the users’ inabilities to access data when requested. Over the years, MySpace has attempted to fix these problems by adding more Web/Database servers. Yet the main problem seems to be, adding the servers without restructuring the entire system in order to use their hardware and software more effectively. Another major problem â€Å"The MySpace Organization† has faced it’s been their management and personnel, It’s well known that they’ve had too many changes in personnel they were constantly hiring NET developers and losing them just as fast, which can create a definite unbalance for the company. In Jan, 2011 they announced a staff reduction by 47%. On the other hand they have dealt with numerous changes in management as well; many of the important people who helped create â€Å"The MySpace empire† are now gone. Few to mention are, former President â€Å"Tom Anderson who stepped down† while CEO â€Å"Chris DeWolfe was replaced† by former Facebook COO â€Å"Owen Van Natta†. The company’s most recent plan is to reinvigorate itself in the (social networking space) by going back to what made them popular in the first place â€Å"entertainment†. ith hopes that a new focus on the entertainment media including television, movies, music will help in making the social networking site reclaim its place on the web. Despite efforts of redesigning the site their users have decreased, as well as their popularity. In November 2010, the company fully integrated with Facebook Connect calling it â€Å"Mash Up with Facebook† in an announcement w idely seen, which in reality I believe is just the way of acknowledging Facebook is their # 1 competitor and is currently dominating the social networking industry. In my Opinion their main weakness was with strategy implementation, they concentrated in what came up day to day, like the additions of servers to support their users demand but they never really focused on priorities such as a solution to their Technical problems and the whole structural change it required. As time progresses business competitors will copy your product or service and a lot of times they won’t just copy, they’ll Innovate and overpass the quality of what’s already available therefore taking the place of # 1 and not a competitor. How to cite Discuss the Impact of Data Quality Problems, Papers

Clinical Safety Report

Question: Describe about the Report on Clinical Safety? Answer: 1) Appraisal of Charlies safety performance Charlie neglects his supervisors orders as well as basic rules (Wachter,2012) of healthy appearance and collecting blood from a patient. 2) Identification of Safety issues/violation by Charlie in Lab Charlie has violated the appearance rules(unshaved beard, dirty fingernails, no lab coat) as well as the clinical safety regulations (no gloves/PPE during blood collection, backdated medicine disposal in hospital drain, checking(blood clots) and mixing chemicals with bare/unwashed hands, no updating of inventory list and arrangement of equipment ) . 3) Safety Improvement Recommendations According to MSDS report, acetic acid is extremely hazardous to respiratory tracts, eyes and skin and sodium azide can cause irritation in skin and eyes (Faggian et al., 2014). Charlie should not pour those in the drain. He should be clean before entering the hospital and use lab coat regularly. Use of gloves, PPE is urgent while collecting samples from the patient. References Faggian, V., Scanferla, P., Paulussen, S., Zuin, S. (2014). Combining the European chemicals regulation and an (eco) toxicological screening for a safer membrane development.Journal of Cleaner Production,83, 404-412.

A New Sport free essay sample

After my 8th grade graduation, summer came and went, and then it was time to start high school. I, like the average freshman, was extremely nervous. First, there was the social aspect: my old school had thirty people per class, and Chaminade had nearly three hundred. I really didn’t know anyone except for one girl, and since we didn’t have any classes together that year, we hardly ever saw each other. Then, I was unsure about the academics. I heard of people pulling all-nighters a few times a week, and I didn’t want to work during the wee hours. For the first month I hated school; I hated waking up earlier, I hated the immense crowds, I hated not knowing anyone, starting from scratch, and having to always be energetic, perky, and friendly. Although I was coping with the work load, there was something else that was weighing down my mind: field hockey. We will write a custom essay sample on A New Sport or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page It had been my mother’s idea. She had thought about my future in applying to colleges, and took it upon herself to make sure my schedule was jam-packed. The best way to do this, she reasoned, was for me to join field hockey. I wanted to do volleyball—I had played it for six years, and wasn’t bad. But my mother saw my height and knew I was too short. I wanted to do cross country—there were no height limitations there. Again, my mother said no: she told me that I wasn’t a runner. â€Å"But at least I know how to run!† I argued. â€Å"I don’t know how to play field hockey!† It made no difference. My mother bought me a field hockey stick and stranded me on the field the night after my first day of high school. Inwardly cursing my mother, I tentatively walked up to a group of girls, all laughing at something one of them just said. They grew quieter as I walked up, but still held the smiles on their faces. I drew up all my courage to say: â€Å"Hi, I’m Caroline. You guys play field hockey, right?† I waited for them to burst out laughing and say that they were part of another team: softball, maybe, or track. But instead a girl, a broad grin stretched across her face, stood up and said, â€Å"Yeah, that’s us. I’m Evy, I think you’re in my Film class.† I nodded, trying to remember if she actually was. I really had no idea if she had been, but I agreed anyway, for lack of knowing what else to say. â€Å"And I’m Tito,† said another girl, smiling at me. What kind of name is that? I wanted to ask. But I didn’t. Later, she explained to me that her real name was Nikhita, but the team called her Taquito, Tito for short. She continued, â€Å"Where are you from? And why are you playing field hockey?† A few murmured they’d been wondering the same thing. I grasped for the bucket floating in the well of chattiness inside of me, and answered: â€Å"I went to Saint Martin of Tours, in Brentwood? I moved here a month ago. And I play soccer, and one of my teammates plays field hockey and she told me it’s really similar.† I didn’t mention I was being forced to be there right now. Even through that small introduction, all of them accepted me into their little huddle, and I rode the wave of conversation until the coach showed up. Again, I introduced myself, stated my slightly abridged reasons for being there, and then I was sent into drills with the others. I tried to do well. But it was so difficult! To use a thin stick to hit a heavy yet small ball was no easy task, and I knew I looked silly attempting it. I was easily the worst one, and that was the part I hated most of all. Being horrible at something I didn’t want to learn in the first place made my stomach curl into knots and gave me the urge to sit down, cry, and give up. But the one thing that kept me going was the girls. They were so easy to talk to, so nice. I met others, some sophomores, some juniors, some seniors. But the friendliest were the freshman. They began to be the ones I would say hi to in the hallways, the ones who would sit next to me in class, and the ones I hung around with during the first dance of the year. There was another girl, who I instantly deemed an expert at field hockey. Maybe it was the way she held her stick, or the way she talked to me about her favorite types of sticks, or the way she knew all the rules of the game and took the time to describe them to me. Her name was Bree. She and one of her friends, Chelsea, befriended me, taught me, and gave me an enthusiasm for the sport. However, the real turning point was when I had somehow earned a few minutes of playing time from my coach. It truly did help that I was in shape from soccer, and I found out it was the same strategies as soccer players used. There was a breakaway, and I sprinted back to the goal to stop the point that was surely about to be scored. I caught up with the girl and tried to â€Å"jab† at the ball, which was a field hockey technique. I missed the ball several times, instead illegally hitting her stick. It wasn’t called, fortunately. But it was enough to slow her down, and once she was going at a mere walking pace, it was much easier to actually push the ball away. From then on, I was a player who was guaranteed some playing time; since I had little skill, I think it was because of my effort. That gave me high spirits that I had accomplished what other people consider a negligible success, and soon the rest of my high school problems corrected themselves and my life fell int o an effortless routine. And thanks, Mom, for forcing me out of the car onto the field, making me face my cowardice, and pushing me to live to my fullest potential.

Compare and contrast two examples of brief therapy Essays

Compare and contrast two examples of brief therapy Essays Compare and contrast two examples of brief therapy Essay Compare and contrast two examples of brief therapy Essay called The Skilled Helper Model . Harmonizing to Egan ( 1990 ) this provides one manner of analyzing a patient s job to let the originative production of alternate solutions. This theoretical account is non so much a specific method of transporting out therapy as an overall theoretical account of the assisting procedure. What Egan ( 1990 ) provides is a model within which a healer or counselor can work. The theoretical account breaks down the assisting procedure into three phases. The first phase involves the healer pointing themselves within the patients universe, to get down happening out what is traveling on. Egan ( 1990 ) farther interrupt this down into three different phases. The first phase involves the healer promoting the patient to state their narrative by utilizing active hearing and oppugning to arouse all the relevant inside informations. It is here at the first phase that a clear contrast can be seen with the SFBT which does non supply much focal point on the geographic expedition of the job Egan s theoretical account is acute to prosecute with the exact dimensions of the job. The 2nd portion of the first phase involves placing any blindspots or parts of the patients narrative which have non been sufficiently investigated. As everyone has their ain peculiar beliefs and premises about the universe, the theoretical account s method encourages the patient to research th emselves from a more nonsubjective point of view. Harmonizing to Egan ( 1990 ) it will frequently be that there are many facets of themselves that people are non cognizant of. To a certain extent, this will affect soft challenging of the patient to assist them get at a wider point of view. This provides a 2nd contrast to SFBT which is non truly concerned with disputing the patient s point of view, as its focal point is more solution-orientated. The 3rd portion of the first phase is in concentrating down onto which peculiar country the patient would wish to concentrate on in their therapy. It may be that through doing a alteration in one country of their life, good effects will be seen in other countries as good. Egan ( 1990 ) negotiations of placing those concerns, concerns, or even chances, that will do a difference to the patient. This may affect make up ones minding what would hold the greatest knock-on effects, or what it is possible to accomplish at the minute. Again this 3rd p ortion of the first phase provides a contrast to SFBT as it is still centred largely on the different jobs that the patient has. The 2nd phase in the skilled assistant theoretical account, as explained by Egan ( 1990 ) , is promoting the patient to visualize a better hereafter for themselves. The purpose of this procedure is to clear up ends and to supply motive. Again, this phase is broken down into three parts. The first portion is where the healer encourages the patient to visualize a solution province to their job. The patient is helped to be originative in the manner they solve their job, non to be constrained by practicalities. The 2nd portion involves conveying in the practical facets of the end and seeking to make something that can truly be achieved. Egan ( 1990 ) besides suggests that the end should be in line with the patient s values, represent a good manner of turn toing the identified job, be possible within a period of clip and be realistic. The 3rd portion of this 2nd phase involves the healer in proving with the patient whether the motive is at that place or non. And if it is non, so ways need to be examined for happening the motive or doing other alterations to the ends. The 2nd phase of the skilled assistant theoretical account appears to come closer to SFBT as it is concentrating on the solution. In peculiar, both therapies focus on holding a vision of how things might be in the hereafter. The skilled assistant theoretical account, nevertheless, topographic points more accent on the input of the healer as a moderator for the patient, the healer in a SFBT session will merely admit the patient s pick, compliment it and travel on to turn to it. The 3rd phase of the skilled assistant theoretical account involves working out precisely how the client will acquire from the current state of affairs to the end that they have envisioned. Again, this phase is broken down into three parts. First, the patient is asked to brainstorm for schemes the accent at this phase being on thought as widely and creatively as possible. Again, the 2nd portion involves contracting these schemes down to take the most appropriate. The pick of scheme may be limited by the patient s frame of mention and so the healer is encouraged to assist the patient get as near to their end as possible. Finally in the 3rd portion, the patient is encouraged to turn the peculiar scheme that has been chosen into a concrete, bit-by-bit program. Egan ( 1990 ) explains that this is done by interrupting down the scheme into its constituent parts and so attaching a time-frame to each action. With the accent in the 3rd phase of the skilled assistant theoretical account on the building of a solution, this is possibly the closest in spirit and method to SFBT. This 3rd phase besides emphasises the importance of leting the patient to make their ain decisions with the healer merely steering the manner, a similar attack to that used in SFBT. A hunt of the psychological databases for research on the rating of the skilled assistant theoretical account reveals that little or no research specifically on this theoretical account has been carried out. This is likely because of the generalization of the theoretical account, the trouble of make up ones minding on appropriate result steps and really mensurating any results that are decided on. This so provides a farther contrast between the two types of therapy, in that SFBT has some positive grounds in the peer-reviewed literature to back up its usage, while the skilled assistant theoretical account largely because of its nature has little. Some other, more general contrasts can be drawn between the two types of therapy. In SFBT, the healer is most interested in making a vision for the hereafter and believes that the seeds of this vision are contained in the patient s current behavior. These can be brought out by concentrating on the behavior and what the patient feels is required in order to make their vision. In this manner SFBT is highly forward looking, with the healer passing about all the reins to the client. Crucially, the healer tends to concentrate on conveying out the positive facets that the patient is attesting in any possible manner. In contrast, the healer in the skilled assistant theoretical account looks rearward every bit good as forward, and provides a much greater grade of counsel to the patient through the procedure. Egan ( 2002 ) is acute to indicate out that the skilled assistant theoretical account is merely one manner of looking at the procedure and the phases of the therapy should be used flexib ly and in this sense it is a higher degree and less specific signifier of therapy than SFBT it is possibly better seen with the accent on model instead than the more specific techniques that are contained within SFBT. Mentions Cockburn, J. T. , Thomas, F. N. , Cockburn, O. J. ( 1997 ) . Solution-focused therapy and psychosocial accommodation to orthopedic rehabilitation in a work indurating plan. Journal of Occupational Rehabilitation, 7 ( 2 ) , 97-106. de Shazer, S. ( 1985 ) . Keys to Solutions in Brief Therapy. New York: Norton de Shazer, S. ( 1988 ) Hints: Investigating Solutions in Brief Therapy. New York: Norton. Egan, G. ( 1990 ) The Skilled Helper: a Systematic Approach to Effective Helping, 4th edition, Monterey, CA, Brooks/Cole Egan, G. ( 2002 ) The Skilled Helper: a problem-management and chance development attack to assisting, 7Thursdayedition, Brooks/Cole: Pacific Grove, CA. Gingerich, W. J. Eisengart, S. ( 2000 ) Solution-Focused Brief Therapy: A Review of the Outcome Research, Family Process, 39 ( 4 ) 477 Iveson, C. ( 2002 ) Solution-focused brief therapy. Progresss in Psychiatric Treatment vol. 8, pp. 149–157 Lindforss, L. , Magnusson, D. ( 1997 ) Solution focussed therapy in prison. Contemporary Family Therapy 19, 89-103 Zimmerman, T. S. , Jacobsen, R. B. , MacIntyre, M. , Watson, C. ( 1996 ) . Solution focused rearing groups: An empirical survey. Journal of Systemic Therapies, 15 ( 4 ) , 12-25.

Database Essay Example | Topics and Well Written Essays - 250 words - 1

Database - Essay Example Sensitivity is required in order to detect the smallest hints of attack. It should have the data that will enable it to detect between toxins and non-toxic materials. The system ought to have the aptitude to run a number of samples of data simultaneously, while still being able to accurately give the results (Ward & Dafoulas, 2006). Information being entered into the system should be electronically obtainable, since this will save time. The surveillance system should be web-based; to ensure that data collected is from a variety of resources. Data collection can also be done by visiting emergency departments. Data collected should include date and assessment time, age and address of patients and their various complaints and symptoms. The information collected should also give possible diagnosis of the symptoms (Banoub, & NATO, 2011). For the system to ensure that it is up to date with the changing sets of data, the symptom levels of the diagnosis will have to be checked and counterchecked. This is because presenting the diagnosis and complaints might prove to be less helpful. Examining the symptom levels updates the present sets that are in the proposed system, thus keeping it up to date. Data access and integrity is essential in this system, along with the recovery of information after certain failures (Ryan & Glarum,

Human resources management Essay Example | Topics and Well Written Essays - 750 words - 4

Human resources management - Essay Example For instance, one of the results of this disintegration is that Personnel Function is disabled to exercise comprehensive appraisal, meaning clear goal setting and evaluation of the personnel. In other words, it has no influence on the socialization of their newcomers and current employees; thus, it is incapable to see their progress, understand their primary expectations, and clarify their functions on the workplace. In short, the lack of systematization in personnel recruitment is among the main challenges for Personnel Function. Thus, the future of this body is blurring, since its ineffectiveness becomes more and more evident. In short, Personnel Function is slightly responsible for HR management even now, and tends to lose even more freedom in the future In the short-term period, the absence-management is the subject of concern in Valleyway. In this context, there is a need to provide this kind of management in terms of both comprehending the social structure of employees (age, gender, family conditions) and creating satisfactory job situation (team building, responsibility, and work rotation). In fact, current problems in absence management is hard to identify, because Personnel Function has not enough information on the company’s employees. Each gender and age has different reasons of absence; thus, Personnel Function must know in detail about everyone’s living conditions in Valleyway. Another short-term measure is to provide 360-degree appraisal held by Personnel Function, meaning the open discussion for all the employees with peer reviewing, introducing open culture and mutual responsibility in the company, and critical evaluation of own achievements on the workplace. In this meeting, it is crucial not only to know better the company’s staff but also to articulate corporate goals and ambitions with clear understanding of everyone’s investment in them. Moreover, the effectiveness of

Managing Human Resource in Large Organisations Essay

Managing Human Resource in Large Organisations - Essay Example The researcher states that managing such large organizations as Boeing and Airbus with employee base ranging up to 18, 000 employees is a complex endeavor. Due to the diversity of the organisation, many employees come from different cultural and ethnic background and therefore have different personal values, which must be respected. Construction industries such as Boeing and airbus involve assembly of millions of parts. This calls for a wide variety of expertise. Some may be low as workshop attendants, cleaners, and drivers while others may be highly qualified personnel such as engineers, analysts, and quality inspectors. Each class have different needs, values, hierarchy of needs and issues to be addressed. This makes handling such a complex work base a difficult effort. Heavy construction industries require a very diverse pool of skills. This implies that the workforce will consist of old and experienced experts who have been in such industries for years. Such workers are of high v alue to any organisation. On the other hand, young, enthusiastic, and highly skilled workers are also required to inject new ideas, and introduce recent advancements in technology into the production process. Indeed, most large manufacturing industries invest heavily in developing young workforce. Most of the young generation are often employed in research facilities of such organizations. The needs, gratifications, and issues affecting these diverse groups are different and handling them increases the complexity of the human resource management problem. ... Managing and handling issues from an international perspective demands a very wide dimensional approach. Teamwork in manufacturing organizations such as Boeing and Airbus is of utmost importance. At times, the companies have to organise up to 200 work teams, which must work in harmony towards achieving the desired production goals. Organising such teams from a pool of varied professionals, different age, cultural and religious background presents a complex puzzle for human resource management. The gravity of the issue is increased by the sensitivity of the manufacturing process, which demands a synchronised approach to work (Lam, 2009). Compensation of different workers presents one of the most complex problems for large manufacturing organizations. Different expertise demand different pay grades. However, similar expertise from different nationality may require different compensation in terms of remunerations and other work benefits. Minimising compensation expenses whilst addressin g different hierarchical needs of every single employee is truly a complex task for human resource management. Despite the complexities, human resource has different methods of approach to ensure that all the staff members feel as part of the design and production process. First, human resource must understand the different patterns of personal values and gratification. Different employees must be treated differently depending on personal motivation factors. For instance, some workers may value achievement, affiliation, power, and responsibility while others may prefer promotion and growth. There are two primary types of motivation, intrinsic and extrinsic. Most of the employees will fall in either category and it is the role of human resource to

Uses of Brand Extension Strategies

Uses of Brand Extension Strategies 1- PROBLEM AND ITS BACKGROUND This 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 Introduction One 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 share 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 experience 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 introducing 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 â€Å"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 Problem Since 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 were 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 v iew. Both local and multi nationals 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 Study The 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 Delimitation This 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 k now that in Pakistan brand extension responsibilities is handled by marketing managers instead of brand managers in some companies. 1.5 Definitions 1.5.1 Brand According 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 extension According 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 extension 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 â€Å"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 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, while line extension leveraging and established brand to introduce new products in same category with some improvements, modification and enhancements. 1.5.4 Brand Dilution According 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 Equity According 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 PROCEDURE In 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.81 2.1 Research Purpose (Yin 1994) and (Wiedersheim-Paul and Eriksson 1998) found in a research that there are basically three types of research: Explanatory Exploratory Descriptive According 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 iden tify 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 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 will try to draw a conclusion. 2.2 Research Approach To 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 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 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 ques tions. 2.3 Respondents of the study Following 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 Pakistan Pakola Nestle Head Shoulders (PG) 2.3.1 Haleeb Foods Ltd Pakistan Haleeb 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 Pakola Pakola 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 Nestle Nestle 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. 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 valuable information regarding brand extension activities of Nestle in Pakistan and favorability and unfavorability of Nestle brand extension in Pakistan. 2.3.4 Head Shoulders Head 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 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 future consideration. 2.4 Research Instrument 2.4.1 Interviews As 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 irrelevant 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 Data In 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), â€Å"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, 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 Data For 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) â€Å"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 the sis. Indeed, according to them first of all, the data had been â€Å"collected for someone elses p Uses of Brand Extension Strategies Uses of Brand Extension Strategies 1- PROBLEM AND ITS BACKGROUND This 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 Introduction One 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 share 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 experience 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 introducing 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 â€Å"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 Problem Since 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 were 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 v iew. Both local and multi nationals 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 Study The 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 Delimitation This 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 k now that in Pakistan brand extension responsibilities is handled by marketing managers instead of brand managers in some companies. 1.5 Definitions 1.5.1 Brand According 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 extension According 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 extension 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 â€Å"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 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, while line extension leveraging and established brand to introduce new products in same category with some improvements, modification and enhancements. 1.5.4 Brand Dilution According 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 Equity According 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 PROCEDURE In 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.81 2.1 Research Purpose (Yin 1994) and (Wiedersheim-Paul and Eriksson 1998) found in a research that there are basically three types of research: Explanatory Exploratory Descriptive According 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 iden tify 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 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 will try to draw a conclusion. 2.2 Research Approach To 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 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 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 ques tions. 2.3 Respondents of the study Following 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 Pakistan Pakola Nestle Head Shoulders (PG) 2.3.1 Haleeb Foods Ltd Pakistan Haleeb 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 Pakola Pakola 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 Nestle Nestle 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. 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 valuable information regarding brand extension activities of Nestle in Pakistan and favorability and unfavorability of Nestle brand extension in Pakistan. 2.3.4 Head Shoulders Head 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 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 future consideration. 2.4 Research Instrument 2.4.1 Interviews As 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 irrelevant 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 Data In 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), â€Å"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, 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 Data For 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) â€Å"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 the sis. Indeed, according to them first of all, the data had been â€Å"collected for someone elses p