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Thursday, March 02, 2000
Brand Quest | Business Line | The Hindu |

Brand Quest      (March 02, 2000)

To get answer, point at the ANSWER icon

I. THE SEARCH ENGINE

Some of the fastest growing brands in the past decade have been Internet search engines. Check out your search engine facts. (4 pts each)

  1. Which Internet search engine's name literally means `view from above' and was originally owned by Digital and later by Compaq?


  2. Which search engine is famous for its `Go get it' ad campaign featuring a black retriever dog who finds anything the user is looking for?


  3. Yahoo! was developed by two Stanford University Ph.D candidates David Filo and Jerry Yang in the early 1990s. What was Yahoo! originally supposed to stand for?


  4. What links the English novelist P.G.Wodehouse and the world wide web?


  5. Which search engine is owned by Walt Disney Co and came into being as a result of the merger between Infoseek and Walt Disney's online unit Buena Vista Internet Group?


II. BASELINE PLAY

Sergio Zyman, in his book The End of Marketing As We Know It, wrote: ``They (advertising agency folk) go to Cannes and get their friends and colleagues to judge their own ads, and that is how they get their public recognition.'' A pretty damning allegation that, but quite fair considering that in many cases while the ads win creative awards, the brands themselves stay on the shelves. Check out these magazine baselines. (1 pt each) 

    1. `The sharper read for men'                   a. Gentleman
2. `The best that you can be'                   b. India Today Plus
3. `Your guide to good living'                  c. Man's World
4. `Subscribe to life'                          d. Cosmopolitan
5. `Mindspace for men'                          e. Esquire


III. COPY TEST

Following are words picked out of the body copy of a print ad, voice-over of a TVC or simply a baseline. Identify the brand. (3 pts each)

  1. `Itne sare din, itne sare messages... Kya yeh pyaar hai?'


  2. `Swasth khao tan man jagao'


  3. `We bring good things to life'


  4. `Tankful of fuel: Rs. 850. Not having to ask dad for his car: priceless'


  5. `Tumhare soch aur sachchayee main sadak ka faasla hai?'


IV. TAKE YOUR PICK

Select the right answer. (2 pts each)

  1. What name was adopted by the new entity formed by the merger of pharmaceutical giants Rhone Poulenc and Hoechst?

    • Aventis
    • Novartis
    • Diageo
    • Rhone-Hoechst



  2. Which international motorcycle manufacturer was in the news recently for suing the pop group Spice Girls for signing up to endorse a new vehicle named Spice Sonic, despite being on the verge of splitting up?
    • Aprilia
    • Vespa
    • Honda
    • Harley Davidson



  3. Which search engine's name is inspired by a word coined a few decades back by Milton Sirotta to signify a large number of 1s followed by 100 zeros?
    • Google.com
    • Inktomi.com
    • Lycos.com
    • HotBot.com



  4. What famous name was adopted in 1947 by Galvin Manufacturing when they diversified into the manufacture of mobile radios?
    • Ericsson
    • Nokia
    • Mobil
    • Motorola



  5. Which famous MNC owns the marketing rights for the perfume brand Calvin Klein?
    • Procter & Gamble
    • L'Oreal
    • Unilever
    • Yardley



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