Brand Activation: A Theoretical Perspective

The objective of this review paper is to determine what brand activation is and how it becomes a marketing communication tool for leading brands during the last few years. This paper includes the principles and benefits of brand activation; the difference between brand activation and advertising; the theory and process of brand activation; and marketing brand via brand activation. Brand activation is a very precious tool for marketers to active the brand in customers’ mind through experience and interaction with the brand

Ammonium chloride and urea based deep eutectic solvent: toxicological and antioxidant profile

In the present study, the toxicity potential of ammonium chloride and urea-based deep eutectic solvent (DES) was studied. A homogeneous DES solution was obtained by heating at 60°C for 20 minutes. Fourier Transform Infrared Spectroscopy (FTIR) analysis was used to verify the synthesis. The toxicity profiling of ammonium-based DES was performed using in vitro cell lines (fibroblast growth factor) and microbes (fungi, Gram positive and gram negative bacteria) and in vivo model organism (fish). DES was found to the had maximum zone of inhibition against tested bacterial (Staphylococcus aureus) and fungal strains (Candida albicans). Ammonium chloride-urea DES had higher LC50 against Cyprinus carpio. DES was found to have a higher percentage of cell viability at higher concentration along with DPPH scavenging activity of 92%. In conclusion, ammonium chloride-urea based DES had been successfully formed and found less harmful at higher concentrations, thus can be used as promising solvents in the future

Spatial Environmental Criteria for Siting Industries

The paper presents the solution for identifying appropriate locations for industrial setup in Lahore districtusing GIS based multi-criteria decision analysis as decision support tool (DST). Several environmental indicators wereused in this study including air quality index, water quality index, landcover, and built-up/settlements. Thematic layerswere developed for these indicators followed by analysis in ArcGIS software’s model builder using various geoprocessing techniques. As a result the study area is divided into four types of zones (e.g., not suitable, less suitablemoderately suitable and suitable) depending on environmental criteria and industrial categorization. The results revealthat 52 % of district area goes to environmentally sensitive zone . In remaining areas possibility of setting industrieswith their pollution index is proposed. The areas are proposed considering the industry categories such as schedule Iindustries which are air emission industries and Schedule II industries which are effluent discharge industries as persectoral guidelines of Pakistan

Vulnerability of Environmental Resources in Indus Basin after the Development of Irrigation System

The climatic and topographic characteristics of Indus Basin provided an excellent condition for the development of irrigation system. Archaeological remains of Harappa and Mohenjo-Daro indicated that several canals were constructed in this region. The Indus River System (IRS) was developed into a complex network of canals, and 74% of its water was utilized for irrigation after Indus Water Treaty. After 1947, Indus irrigation network was extended, and cropland area was increased from 8.5 to 18.2 MH in Pakistan and 2.02 to 8.5 MH in India. Construction of dams, barrages, and canals to divert the maximum river water for irrigation resulted in drying up the natural pathways of the rivers, except during monsoon season. The aquifer in the irrigated areas became high and created problems of waterlogging and salinity, but due to extensive groundwater extraction, water table near urban centers is lowered now. Water quality was degraded due to addition of fertilizers, pesticides, chemicals, municipal sewage, and industrial effluents. Due to climate change, the glaciers in the upper catchment areas are continuously retreating and the frequency of floods and droughts is increasing. The objective of this chapter is to provide a comprehensive review of irrigation system developments in Indus Basin and its implications on environmental resources

Bioenergy recovery analysis from various waste substrates by employing a novel industrial scale AD plant

In this novel industrial scale case study, the bioenergy recovery based on sole and mixed cow-buffalo (CBM) and potato waste (PW) substrates has been analyzed in real time, i.e., on-site on a full-scale operational anaerobic digestion (AD) plant. The plant employed in this study is a novel design, consisting of tri-digesters connected via an underground upflow anaerobic sludge blanket (UASB) type lagoon allowing it to function as a continuous-flow reactor. The system has been further equipped with CSTR, microwave heating, gas scrubbers, compression, and storage systems. The highest energy recovery readings were 123.9 m3/1,000 kg, 77 m3/1,000 kg, and 151.6 kWh/1,000 kg in terms of biogas, bio-methane, and electricity generated, respectively, with 75:25 ratio of CBM:PW. Operating with 100% CBM, yields of 79.9 m3/1,000 kg, 47 m3/1,000 kg, and 95 kWh/1,000 kg were obtained. The percentage of recovery in bio-methane production increased on using the mixed substrates, but it was the lowest with a 25:75 ratio of CBM:PW. The electrical power generation efficiency was found to be significantly increased, but not distinctively with the plant aggregate power rating that was probably associated with the variable quality of biogas which was fed to the power generator. A linear regression analysis had shown a significant and positive correlation between the rate of VS removal and biogas yield