The Role of Product Feature Similarity and Brand Concept Consistency Dissertation

The Role of Product Feature Similarity and Brand Concept Consistency - Dissertation Example It is assumed that the consumers already understand the usefulness of the core brand and therefore are likely to associate new products with it. The familiarity of the consumers with the firm and the core brand enhances acceptance of the new product. The brand extension may also be used to market a modified product of the core brand. For example, Unilever produces various products. Initially, the company produced a washing liquid, which had brand equity. However, the firm realized that washing powder would be preferred by some consumers. The firm extended fairy from a liquid brand to include powder. The new washing powder gained popularity among consumers mainly because of the existing fairy brand that had brand equity. When firms identify investment opportunities in the market that have not been exploited, they can easily establish through extending their strong brands to ensure that all the needs of consumers are met by one firm (Chandon, 2004). Such strategy prevents other firms from the entry into the same market especially when the extended brand establishes. Companies such as Microsoft have used this strategy whereby they provide all that is needed in the market through brand extension thereby barring potential organizations from entry. There are opportunities for emergent companies to invest but they may not have a large market share for them to be profitable.

How Plants are fingerprinted (Genetic) Research Paper

How Plants are fingerprinted (Genetic) - Research Paper Example It is based on polymorphism reaction taking place on the bases of the genome at molecular level and a number of techniques are based on Polymerase Chain Reaction ( PCR) used for the amplification of DNA. The basic technique of fingerprinting was developed by geneticist Alec J. Jeffery of Great Britain, who was associated with University of Leicester. DNA profiling is also used in plants for identifying different characters, identification of gene diversity and for the management of biodiversity. Widely used techniques are Restrictive fragment length polymorphism, randomly amplified polymorphism DNA, Inter sample sequence repeats, Simple sequence repeats. However, a number of traditional techniques are being used for the identification of DNA fingerprinting but new innovations are being made in the field to make the process easier and precise. These traditional methods of DNA testing involved the comparison of random pieces of DNA but afterwards more reproducible and accurate analysis were conducted based on the comparison of gene sequencing in a particular DNA strand. Living cells, from flora and animals to human beings, are composed of basic building blocks namely DNA or deoxy-ribonucleic acid. It guides the production of enzymes or compounds that are required for growth or development of various traits of living being. It is a hereditary material which is passed from one generation to another for the production of specific types of characteristics as guided by the genetic material. Nearly every cell in an organism’s body is composed of same type of DNA. The genetic information is stored in DNA in the codes of these four chemical bases namely Adenine, Thiamine, Guanine and cytosine. The order of these bases determines the encoded genetic information. And all of these parts combine to form a single nucleotide structure. The sugar from one nucleotide links with the base of other nucleotide forming the structure of double helix. Meanwhile the bases links