Current Event Report-1 Essay Example | Topics and Well Written Essays - 750 words

Current Event Report-1 - Essay Example In this paper an attempt has been made to identify the possible stakeholders and their interest in relation to a particular decision. For this purpose, the decision taken by Apple to reduce the negative impact of its supply chain and respond to the queries of the environmental groups have been analyzed. This is presented in the news article by Godelnik (2011) by the title â€Å"Apple Expands Stakeholder Engagement to Chinese Environmental Groups†. The interests of Apple Incorporation are to maintain the market image of the company and make profits. This is only possible by taking more social responsible decisions. Non Profit Organizations, NGOs, and environmental groups are working to make sure that all large and small organizations take necessary measures in order to reduce the hazardous waste and other negative impacts of its operations on the society and environment (Godelnik, 2011). Suppliers of Apple and factories in China where the part of Apple phones and other devices are assembled have their own business interests and are also one of the stakeholders associated with this decision. They are interested in maintaining their business relations with Apple and want to increase their profits and business. Lastly, the general public is concerned about the social environment and maintaining healthy conditions. Every stakeholders have certain impact on the overall decision, however some stakeholders have more strong influence on the decision in comparison to some less powerful stakeholders. In reference to this decision about reducing the negative implications of the supply chain of Apple on the social environment, the most strongest stakeholder are the environmental groups who are forcing Apple to improve its overall supply chain in order to reduce the negative impacts on the environment. Secondly, Apple is also forced to take this decision in order to maintain its image in the market and to retain

Healthcare Law & Ethics - Advanced Directives Essay

Healthcare Law & Ethics - Advanced Directives - Essay Example Firstly, the will should be made by someone in his sound state of mind. Secondly, a living will should be specific about the duties or decisions to be made. Thirdly, a living will should be voluntary. This means that the maker of a living will should not be under duress to do so. 2. A health care proxy is a written document that permits a patient to appoint someone called an agent to make specific decisions affecting the health of such patient in the event the patient is incapable of making decisions. However, so long as the patient is in position to make decisions himself, the health care proxy will not be effective. Health care proxy should meet certain conditions. In most cases, people appointed as health care proxies are people who are closely related to the patient such as next of kin. Another condition of a health care proxy is that it can not be signed by the physician attending to the patient. In addition, the patient can issue other instructions to nullify the preexisting conditions. The common health care proxies are issued when someone is about to undergo a major medical operation. 3. Durable power of Attorney refers to general, specific as well as health care instructions or powers given to someone that will be exercised when the issuer becomes mentally incompetent. Someone can also sign a durable power of attorney form. Fundamentally, they are not different from other powers of the attorney. However, a few texts or words are added to make them durable. However, just like other powers of the attorney, they only become effective only when the issuer becomes mentally incompetent or incapacitated. Such powers may require the appointed agent to make decisions concerning matters such as how to handle bank transactions, purchasing life insurance, settling claims, buying and selling of property, management of real estates, among others. Such instruction should be make by someone in his

Environmental impact & modern methods of construction Essay

Environmental impact & modern methods of construction - Essay Example Project Overview The project is focused on erecting a GBP 12.5 million school building. The building will constructed by demolishing the old structures. The new infrastructure is located in a residential area which is the main concern of the project proponent. Aside from successfully raising the building, the Project Manager needs to devise strategies that will eliminate environmental hazards and other related problems. Project Participants The main proponent of the project is the government which serves as the main source of funds. The private contract shall be determined through public biddings. The private contractor is responsible for ensuring that necessary permits are obtained as well as systematic planning and execution are undertaken. The other players are the residents living adjacent to the proposed location which will likely be affected by the construction. Contractor Determination The Authority requires all interested parties to submit their initial bids which have to include contract terms, tender and construction programmes, general work details and proposed design. The Authority will establish a committee that will decide which of the bidders will move to the next phase. The second part of the process involves actual costing, detailed work scope and the comprehensive construction plan. The winning bidder will be decided based on a majority vote and is required to provide a final tender for approval. The committee established by the Authority also serves as the oversight team which will ensure that the Contractor provides high quality and sustainable work. 1.4. Pre-acquisition and Post-acquisition Survey The Contractor will be provided with the information on the site upon acquisition by the Authority. The Authority stipulates no warranties regarding the information on the property. Other surveys that need to be implemented include for asbestos, trees, arch aeological desktop assessment and geotechnical and environmental desktop assessment. The results from these surveys are not part of the contractual documentation. 1.5. Work Scope The scope involves the following aspects that needs to be considered to promote sustainable construction 1.5.1. Accessibility and Disability Discrimination The Department of Education has listed thirty eight statutory requirements for building schools in the UK. The Contractor has to include an Accessibility Plan which is an important necessity. The schools have to be designed to promote learning and facilitate the manner in which the students reach their classrooms. Another important statutory requirement is the disability equality policy. The Contractor must take into account the Disability Discrimination Act of 1995 as basis for designing the building. Classrooms and other amenities have to account for students that have physical impairments. 1.5.2. Workings Hours The hours involved in constructing the b uilding have to be in accordance with governing rules and regulations. The Project Manager stipulates the allowable time for work from Monday to Friday which is 8:00 AM to 17:00 PM and on Saturdays which is from 8:00 AM to 13:00 PM. The Project Mana

Building The Skill To Administer Intramuscular Injections

Building The Skill To Administer Intramuscular Injections The aim of this essay is to reflect on how I have become competent in a particular clinical skill. The clinical skill I have selected is administering intramuscular (IM) injections. I will provide a rationale for choosing this skill and use appropriate literature to demonstrate my knowledge underpinning this skill. Although there are five sites for administration of IM injections, for the purpose of this essay I will discuss only two of the sites. Firstly, the dorsogluteal (DG) site as this is the site I used when giving IM injections in line with the local trust policies and procedures. Secondly I will discuss the ventrogluteal (VG) site, as recent literature has shown this site to be the safest to use when administering IM injections. I will then reflect on my learning and how I have become competent in this area. There is a need for nurses to be skilled in the administration of intramuscular injections in the learning disability field. The National Institute for Health and Clinical Excellence (NICE) (2006) suggests that when de-escalation and intensive nursing techniques have failed to calm the patient and they are at risk of harming themselves or others, then rapid tranquillisation should be used as a last resort. Although oral tranquilisation will be offered first, due to the high state of aggression, agitation or excitement the patient may be unable to give their consent. Therefore the 1983 Mental Health Act and the guidance on Consent to Treatment (DH 2002) must be followed. Consequently, rapid tranquilisation will be achieved by the administration of medication through IM injection to control severe mental and behavioural episodes and to calm the patient quickly. Greenway (2006) suggests that IM injections are generally likely to happen in association with the administering of antipsychotic medication in the form of depot injections and/or rapid tranquilisation, for managing mental illness and/or challenging behaviour for people with a learning disability. Greenway also implies that there will only be a small number of learning disability nurses that will actually use the skill of administering IM injections after they have qualified, due to a decline in depot administration. However, the Nursing and Midwifery Council (NMC) (2004) identifies that the role of the learning disability nurse is forever changing and the administration of injections will depend on the client group and the practice areas in which they work. They recognise that it is a key challenge for learning disability nurses to update their knowledge and maintain competence in a skill that they may use infrequently. Irrespective of this, the clinical procedure should be develope d and maintained in line with evidence based practice, regardless of how often it is used. The administration of IM injections is a vital component of medication management and is a common nursing intervention in clinical areas. Less pain to the patient and unnecessary complications can be avoided by the nurse being skilled in the injection technique used (Hunter 2008). The National Patient Safety Agency (NPSA) (2007) notes that the injecting of medication is complicated and patients can be put at risk. Incompetency, lack of training and varying knowledge levels of nurses were factors highlighted in errors made around injecting medicines. Adhering to the aseptic technique during preparation and administration of the injection, and inspecting the injection site for any signs of skin deterioration are vitally important to prevent infection and complications (Dougherty 2008). Alexander et al (2009) describe the correct way to give an intramuscular injection in the DG site using the Z tracking technique. Using the thumb or the side of the non-dominant hand stretch the skin taught over the site of injection maintaining the tautness during the procedure. With a darting motion, insert the needle at 90 degrees to the skin, 2-3mm of the needle should be exposed at the surface and the graduation marks on the syringe barrel must be visible throughout. Use the remaining fingers of the non-dominant hand to steady the syringe barrel, whilst using the dominant hand to pull back on the plunger to aspirate. If blood appears all equipment should be discarded and the procedure should be started again. It is safe to carry on if no blood appears. The plunger should be depressed at a rate of 1ml per 10 seconds to give the muscle fibres time to expand and accommodate the drug. After a further 10 seconds remove the needle and then release the traction on the skin. The injection site may be wiped with dry gauze if need be. A plaster can be applied if the patient requires and if they have no known allergy to latex, iodine or elastoplasts. Controversy lies around the site area chosen for administering the IM injection. Although the DG site is the traditional choice by nurses for the administration of IM injection there are risks associated with this site of injection. The DG site is situated in the upper outer quadrant of the buttock and is often landmarked by visually quartering the buttock horizontally and vertically, then repeating this action in the top right hand square. Evidence shows that the use of this site for IM injection can run the risk of injury to the sciatic nerve and the superior gluteal artery (Small 2004). Additionally it can cause skin and tissue trauma, muscle fibrosis and contracture, nerve palsy and paralysis as well as infection (Zimmerman 2010). The belief by nurses that the VG site is hard to landmark suggests reluctance on their part to change a practice they are competent in. Although once nurses have become familiar with location of the VG site and the surrounding anatomy, they will become confident in using this site (Greenway 2006). Hunter (2008) suggests to locate the VG site the nurse should place the palm of her right hand on the patients left hip (the greater trochanter), then make a v by extending the index finger to the anterior iliac spine. The injection is given in the middle of the v in the gluteus medius muscle. Administering IM injections using anatomical features leads to a more specific and correct way of carrying out the procedure. In contrast to the DG site, the VG site has no major complications associated with the administration of IM injections. Zimmerman (2010) also strongly advocates the use of the VG site. Although there appears to be a lack of current evidence for choosing the VG site rather than the DG site for rapid tranquilisation during restraint of a patient. Because of the nature of the situation during this procedure, safety for all involved has to be considered. Local policies should be utilised for specific guidance on positioning the patient safely and for use of specific holds needed to allow the VG site to be landmarked and the injection administered. The VG site can be used if the patient is prone, semi-prone or supine (Greenway 2006).However, following a literature review of damage to the sciatic nerve from IM injections, Small (2004) recommends that the VG site should be chosen over the DG site for IM injection. Zimmerman (2010) concurs with this, strongly advocating the use of the VG sit e for IM injections of more than 1ml in patients over the age of seven months. More evidence for choosing the VG site is a study carried out by Nisbet (2006) showing that the subcutaneous fat level of the DG site is significantly higher than that of the VG site. It also showed that penetration of the target muscle at the DG site was only 57 percent meaning the remainder of the injection would deposit into the subcutaneous fat leading to a deficit in the uptake of the drug. Emerson (2005) reports an increased risk of obesity in people with a learning disability. In one study 90 percent of adult females and 44 percent of adult males had fat deposits in the DG site area that were one inch deeper than the shorter IM needles would reach (Zaybak et al, 2007). The VG site has a shorter distance to the targeted muscle and is a safe alternative choice for the administration of an IM injection, Greenway (2006), Small (2004) and Zimmerman (2010) suggest it is time for professionals to rethink the site of IM injections in people with a learning disability. I will now discuss how I have become competent in carrying out this clinical skill and to do this I will use a reflective model. Reflection is a way in which nurses can bridge the theory-practice gap. The process of reflective practice allows the nurse to explore, through experience, reflection and action, areas for developing their practice and skills. It is an important part of gaining knowledge and understanding. The use of a recognised framework allows for a more structured approach when reflecting upon practice (Johns, 1995). I have decided to use Gibbs (1998) Reflective Cycle, as it provides a straight forward and structural framework and encourages a clear description of the situation, analysis of feelings, evaluation of the experience, analysis to make sense of the experience, conclusion where other options are considered and reflection upon experience to examine what the nurse would do should the situation arise again. In describing what happened in learning this skill the theory of experiential learning can also be used as a framework. The theory of experiential learning was developed by Steinaker and Bell (1979). The Experiential Taxonomy highlights 4 levels of learning that the nurse will go through in learning a new skill i.e. exposure and participation, identification, internalisation and dissemination. During exposure there is a consciousness of the event and the nurse will have observed a competent practitioner carry out the task. In this case I had an awareness of needing to be able to administer IM injections competently due to the client group involved. In my first week of placement I observed a qualified nurse administering PRN and depot IM injections several times while the nurse talked me through the procedure step by step. As she was demonstrating the procedure and talking me through it my thoughts and feeling at the time were that I would not be able to remember all the steps needed to administer the IM injection safely and I was also feeling anxious about potentially causing pain and/or injury to the patient. Participation involves the nurse becoming part of the experience. After observing the practice I participated in the drawing up of the injection and then administering it. Identification involves the nurse becoming competent in the skill. On reflection as soon as I started on placement I realised that I would have to gain as much experience as I could administering IM injections, not just the actual procedure of giving the injection but also the knowledge to underpin this skill. Internalisation occurs when the new skill becomes part of everyday routine. Several weeks into my placement I felt that I had eventually become competent in administering IM injections, my anxieties began to lessen and I started to feel more confident that I was becoming proficient in carrying out the procedure. I found that the more times I carried out the procedure the better I felt about it. Dissemination involves the nurse being able to influence others and showing others how to carry out the skill. Although this was only my second placement I feel totally competent in carrying out the task. I also feel that I have a good understanding of the underpinning knowledge involved. Therefore I feel I would be able to teach others how to do this. On reflection I do not think I would have learned this skill any other way, I have realised that initial anxieties about carrying out a new task are usual. But I will have to remember this will pass as I practice more and become more experienced. I have also realised through reflection the importance of having underpinning knowledge in relation to clinical skills and understanding why we do things rather than just simply learning how to do them. In conclusion, this assignment has explored one clinical skill in which I have gained competence. A rationale was provided in that IM injections are an important part of everyday life for the client group involved. IM injections are considered to be a routine procedure, it is a valuable and necessary skill for nurses. To provide safe practice and ensure accurate and therapeutic drug administration, the nurse should use clinical judgement when choosing the injection site, understand the relevant anatomy and physiology, as well as the principles for administering an IM injection. By using a reflective model and theory in relation to experiential learning I have discussed my own personal and professional development in terms of my knowledge and skill acquisition in this area of clinical practice.

History of Brown vs. Board Through Art :: Race Racial Segregation American History

History Through Art Brown vs. Board was a landmark case that changed America’s education forever. Some of these changes produced many opinions among the different states. One county even shut their public schools down for five years and posted signs blaming it on the Government. I am shocked that picture wasn’t in the exhibition at the Krannert Art Museum. Many of the featured artists have found their calling in capturing some aspects of the racial issue especially the equal education facet. The forms of painting and photography will remain in our world for many years and will help educate future generations on how those in our time coped with the feelings that racism brought to many of us. The exhibit in the museum stimulated my curiosity in the social realm of the decision in that courtroom. People began to see their futures differently. One painting that struck me as inspirational was Brett Cook-Dizney’s self-portrait. The colors he used were mainly bright. This usage of bright tones forced me to think about the reason he used them. Brett Cook-Dizney arranged the colors around his figure in such a way that the tones seemed to give the portrait a glow. He had many achievements that surrounded his painting that caused me to figure out why he used those bright colors; he was a bright young man. The painting had taken him three years to portray his feelings through his artistic approach. He had graduated high school in 1986, thirty years after Brown vs. Board. His work showed that there were still issues in racial equality in the school. Cook- Dizney’s self-portrait seemed to be a way to show the world how he wanted to be seen as opposed to how his teachers and peers saw him. In art he could paint himself in his true light. Cook-Dizney noticed that he had a shot at a bright future and owed much of it to the decision of Brown vs. Board. This court result offered him a chance to pursue a better education. You can see this in his work. He took his own critical approach to his self-image and made the viewer see him his way. This is an effective action for even the amateur art appreciator. After looking at this painting for a few minutes, you can feel the way he feels about the person he is and hopes to be. Brett Cook-Dizney had a couple more note-worthy paintings on display.

How to Score A1 Grade in English Subject of Ssc

English – Study Plan Planning your study helps in making it extensive and thorough. Given below are some guidelines that may help you to score high in each section of SSC English papers. Answering questions based on the lessons in the main reader: Start by studying the questions for comprehension asked after each lesson at least a few times, which helps in grasping the important topics that can be asked in each lesson. Then take up a more detailed approach for a deeper understanding of each lesson-to understand questions better and know the necessary points to be written for each question.Make a note of the important topics-whichever can be asked as questions. Don’t depend entirely on the questions given after each lesson. Meanings: Keep a dictionary beside you while reading lessons to look up the meanings of words you are not so sure of the meaning. Also a dictionary/thesaurus gives a list of similar meaning words. Meaning of the underlined word: Knowing the different ways a word can be used and the meaning it conveys in each context helps you score marks in the ‘meaning of the underlined word’ section.Ask the teacher for the subtle differences in meanings and usages of those words. Pronunciation: Listen carefully when the teacher pronounces unfamiliar words. Listening is the way to recognize sounds in a language. This will help in recognizing similarly pronounced words and rhyming words. Spellings: While reading a lesson, observe the spellings and make note of words which may be mis-spelt. E. g. : enmity, pilgrimage, austere etc. This helps in recognizing the wrongly spelt words and correcting them. Read the exercises after each lesson also with a critical eye.Practice solving old question papers, bit banks etc and keep evaluating yourself-your strengths and areas that need more work. Rewriting sentences as directed: Practice the different sentence structures (Direct- Indirect speech, Active-passive voice, conditional clauses, parti cipial clauses, relative clauses etc). Structures taught in 8th and 9th classes also need to be revised. Passages for comprehension: Practice the passages for comprehension-the unseen passages of Paper I and the passages from the supplementary readers in Paper-II. The questions following these passages are for one mark each.So they have to be answered briefly, in a sentence or two. After reading the passage, read all the questions, before attempting to answer them. Two or more questions might seem similar. You need to understand how each question is different from another, to answer them well. Read the relevant part of the passage repeatedly to arrive at a concise, precise answer. Answering questions based on the lessons in the supplementary readers: This is the only section in English question paper that allows the students to choose the questions which they can answer the best.The questions may not be the ones that are given after each lesson in the supplementary readers. So a tho rough reading of the lessons is absolutely necessary. Scrambled sentences: The sentences in a passage are jumbled up. The order of the sentences doesn’t convey the meaning correctly. It is necessary to re-arrange the sentences logically, so that they become coherent and connect to each other. Only the letters corresponding to the sentences are to be written in the right order.Writing an argumentative passage based on the given dialogue: Understand the topic being discussed and express your views on the topic. Depending on the topic under discussion, you may argue on one or both sides. It is advisable to divide the argument into a few paragraphs-at least three. State briefly your opinion in the first paragraph. Then go on to express your views, and finally give your conclusion in another paragraph. Letter-writing: Go through the letters given in the previous SSC exams. Practice writing different letters.Understand the difference in style of writing different kinds of formal le tters. Business letters: A business letter-answering an advertisement, is different from a letter written to the Editor of a newspaper to be read by the general public. In a business letter we focus on the purpose of writing the letter-applying for a job or educational course. When you are applying for some educational course you need to tell them what attracted you to the course and why you think that course would be helpful to you.When you are applying for a job, you have to mention that your qualifications suit those required for the job. Lay emphasis on the qualities in you that you think would make you a suitable candidate for the job. Express your eagerness to impress the employer with your sincerity. Â ¤ Understand each new word introduced-the subtle differences in similar meaning words-and how they are used. Â ¤ Pay attention to the textual exercises given after each lesson. They are valuable guidelines to develop a good understanding of the language. Link every new word, to words of similar meaning you learnt earlier. Â ¤ The SSC exam tests the knowledge of the student-it includes words and usages introduced in the earlier classes as well. Â ¤ Listen and read extensively-to develop a better vocabulary. Â ¤ Use the words you have newly learnt at every opportunity-in writing letters and in writing your argument based on a dialogue. Â ¤ Understand the difference between formal and informal expressions. Know the vocabulary to be used in each context. Â ¤ Last but not the least-WRITE IN A NEAT, LEGIBLE HANDWRITING. Avoid striking off or overwriting.

Brand Equity Essay

Introduction In 2010, Coca-Cola has appeared at the top of the global brands with an estimate value of &78 billion. IBM has closely behind with 71$ billion. Despite those two businesses have totally different of business nature, these two firms have a significant common characteristic which is the value of their brand is extremely high. However, the value of branding isn’t only reveal in those two firms but the entire market has the common factors which are the most successful firm always has a high value of their brand. Branding is one of the critical enduring assets to a company which can be the name, term, design, symbol or any unique feature can be used to identify business. Kapferer (2008) suggest that branding is the most important factor to service industry as its instinctive uniqueness like inseparability, heterogeneity, perishability and tangibility. Furthermore, CEO of McDonald’s claimed that the value of brand is worth than any of their facility and equipment. It indicate that importance of branding is powerful assets which every of marketing manager would have carefully develop and manage. In this paper, we explore the importance of Brand Equity and any of the associated metrics. Brand Equity is the differential effect that knowing the brand name has on customer response to the product or its marketing. America Marketing Association has given a definition of brand equity, it suggests that â€Å"The value of a brand. From a consumer perspective, brand equity is based on consumer attitudes about positive brand attributes and favorable consequences of brand use.† Brand equity is a critical marketing component for building a successful business which gives advantages to increase the profit of the product or services depends on the various value of the brand. Ad agency Young and Rubicm’s Brand Assest Valuator measures brand strength along four consumer perceptions which are the differentiation, knowledge, relevance and esteem. 4 strategy in brand equity Differentiation refers to the process to distinguish a product or services to your rivals. The purpose of approaching differentiation is to position your product to your potential customer which makes the product or services more attractive to a particular market, also, it can increase the competitive  advantage of the products. Successful differentiation can possibly leads the firms to the monopolistic competition which means business has occupy a specify market area. In 2007, Apple introduced the first IPhone in the market; the success differentiation of the IPhone push Apple to become a one of the most successful company in the world. Though, multiple brands has starting introduced new smart phone gradually, Apple has still occupy a mount 25-35% of the market as their successful differentiate their product against their rivals. Moreover, in order to identify the nature of the product differentiation, firms can use some of the metrics to measure. Moreover, brand knowledge, also known as Brand awareness refers to the brands popularity toward firm’s potential consumers. Kevin (1993) declared Brand awareness is related to the functions of brand identities in consumers’ memory and can be reflected by how well the consumers can identify the brand under various conditions. Brand awareness is always the primary goal of advertising which include the brand recognition and recall performance. Larry and John (1992) claimed that Brand recognition refers to the capability for consumers to identify between new brand and consumer previous used brand. The primary objective isn’t to force consumer to recognise the brand names, it often means that consumers can response to a certain brand after viewing its visual packaging images. On the other hands, brand recall refers the consumer’s ability to generate and retrieve the brand in their memory. Furthermore, brand relevance refers to how consumers feel its meets their needs. Aaker (2012) suggest that the brand relevance is to differentiate or innovate new product or services that route to consumer to have a ‘must have’ feeling. Finally, brand esteem refer as how highly consumers regard and respect the brand. consumer’s response to a marketer’s brand-building activity is driven by his perception of two factors: quality and popularity, both of which vary by country and culture. Brands such as Kodak, Maruti, Pepsi, Amul and Raymonds are esteemed in the consumer’s mind, based on popularity more than quality. Therefore, those 4 factors are the most crucial element of brand equity approach, it aims to develop a valuable customer equity which means the value of the customer relationships that the bread create. 3 Level of brand Equity In order to evaluate a brand, there are three level that we can approach to  measure the states of brand. The first level refers as the firm level which measure a brand as a financial asset. It means that firm treat a brand’s value as an intangible asset. Neumeier (2006) provides an example to describe the situation. He claimed that if manager were to take the value of the firm, as derived by its market capitalization—and then subtract tangible assets and â€Å"measurable† intangible assets—the residual would be the brand equity. On the other hand, the term ‘Brand valuation modelling’ is also highly relevant to the brand equity in this level. Brand valuation models typically combine a brand equity measure with commercial metrics such as margin or economic profit. It can determine the actual value and the potential value of the brand in the future. The second level is product level refer as compare the price of the product with infamous brand. We assume that the different in price, consumers would be favourite in our brand. Firms always determine their sales price by the result of this level. The third level is the consumer level which defines as seeks to measure the awareness and brand image. Free association tests and projective techniques are commonly used to uncover the tangible and intangible attributes, attitudes, and intentions about a brand Brands with high levels of awareness and strong, favourable and unique associations are high equity brands. (Keller 1993) The 3 Brand Equity Metrics In order to identify the level of success for the brand equity, there are three metrics which can be used to measure the performance from three different aspects. Firstly, financial brand equity metrics is used to measure a brand’s profitability and it is include market share, price sensitivity, profitability, revenue etc. Roll (2009) reveals that Measure a brand’s monetary value through the various parameters of market share, price premium a brand commands, the revenue generation capabilities of a brand, the transaction value, the lifetime value of a brand and the rate at which brands sustains growth. The purpose of this measure is to allow a firm to evaluate an accurate financial value of brand equity linked to marketing metrics. Moreover, Knowledge metrics is the key driver of brand equity which refer to measure brand’s awareness and popularity via many stages of recognition, aided, unaided and top of mind recall. Similarly, the functional and emotional associations of a brand are important drivers of  brand equity. Knowledge metrics include the loyalty, retention and awareness. For example, PlayBoy is recently changing their target consumers and markets. It must be imperative to them as their recognition has decreased significant in the global market such as China. As the result, PlayBoy has suffered of a huge loss because the losing of knowledge metrics. The third metrics is Consumer Brand Equity Metrics which refer to track consumer sentiment and behaviors related to your brand to get a complete understanding of brand equity. If consumers believe in a brand, it has far more equity than a brand that consumers don’t care about or believe in. (Gunelius). In order to approach this metrics, firms has to ask questions through surveys and research that gives information of how people feel about the brand and how they make purchase decision. Firms can use those dates to track the brand equ ity to ensure it’s growing in a positive direction. The Benefit of Brand Equity Approaching brand equity is always giving a lot of advantages to the firms. I strongly suggest should use brand equity to gain the benefit shown below 1. Increase market share of the company If a firms successfully approach brand equity in the market, their product value will be excess the market expectation which will attract potential investor to invest into the company. It increase the market share at the market, moreover, it accelerate the development of new firms. Beats electronics is developed on 2008 and it has become one of the most valuable audio product manufactures in the world. As they have unique strategy to promote and differentiate their product, the value of their brand has increase 27 billion dollars in 3 years and it has been purchased by Apple on 2014. 2. Helps build Brand loyalty Brand loyalty is directly related with brand equity. Well-developed and promoted brands make product positioning efforts more effective. Brand loyalty is the consumer’s commitment to repurchase to a specific brand while  brand equity refers to the marketing effects which a product’s value increases because the branding effect. This means that people will always show more brand loyalty a specific brand if the brand equity of the product is higher. For example, Apple as one of the leader sheep of the smart phone market, their unique feature and design has earned a lot of brand loyalty in the market. 3. Helps to introduce new product When Firms are trying to establish a new product in the market, it is always easier if the firms have successful brand equity as their brand is already well-known in the market. 4. Reduce promotion cost Promotion is always costly ecstatically through media channel. However, brand equity can reduce the price of the promotion as they have a solid consumer base which will promote firm’s product by word of mouth. Conclusion Brand equity is a phrase used in the marketing industry to try to obtain the benefit from the brand’s power, based on the idea that the owner of the well-known brand name can make more revenue from products or services. As consumers believe that products with famous names is better than less well-known products as another word for â€Å"brand equity† is the â€Å"brand value†. The value will have be premium when a firm realizes from a product with a recognizable name as compared to its generic equivalent. Companies can create brand equity for their products by 4 aspects which are differentiation, knowledge, relevance and esteem. Therefore, business should approach brand equity as their primary goal as it provides a lot of advantage and it increase the marketing productivity significantly. Reference list Gunelius, S 2014,’ Brand Equity Basics – Part 1: What Is Brand Equity?’ retrieved 07 September 2014, < http://www.deakin.edu.au/students/study-support/referencing/harvard> Aaker, D 2009 Managing Brand Equity, The Free Press, New York Kohli, C& Leuthesser, L 2001,’ BRAND EQUITY: CAPITALIZING ON INTELLECTUAL CAPITAL’, retrieved 07 September 2014, < http://www.brandchannel.com/images/papers/brandequitycapitalizing.pdf> Keller, K L 1993,’Conceptualizing, Measuring, and managing Customer-Basaed Brand Equity’, Journal of Marketing, retrieved 07 September 2014, < http://www.iseg.utl.pt/aula/cad1849/conceptualizing_measuring_managing_cbbe.pdf>