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Thursday, March 30, 2000
Brand Quest | Business Line | The Hindu |

Brand Quest      (March 30, 2000)

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I. THE COPYCATS

One of the best examples of a brand name which has become synonymous with the category is Xerox. Do you know your Xerox facts? (4 pts each)

  1. Xerox 914 is perhaps the largest sold model of any equipment in the commercial products category and ruled the world market in the 1960s and 1970s, since its introduction in the early 1950s. Why was the sub-brand 914 adopted?



  2. In the history of photocopiers, why is the phrase `10-22-38 Astoria' significant?



  3. The word Xerox does not really mean anything. How did the brand adopt this name?



  4. The business proposal for development of the copier machine was first offered to IBM and then Kodak, which did not see any business potential in the proposal. Which little-known company took over the concept and launched the first ever Xerox machine in 1950, subsequently changing its own name to Xerox by the next decade?



  5. When Xerox machines were first launched, high sales were achieved despite very steep prices. What unique selling strategy was adopted by the company to ensure this?



II. BRAND PLAY

Agencies often complain about clients being staid and conventional in their approach to advertising. Listen to this piece of advice from famous ad man David Abbott: ``You must interest them in being effective, and educate them with evidence by the way you work with them. They are not in the business to be brave.'' Match these cosmetics and men's toiletry brands to their companies. (1 pt each) 

    1. `Orchids'                             a. Colgate Palmolive
2. `Charmis'                             b. Hindustan Lever
3. `Old Spice'                           c. Henkel
4. `Fa'                                  d. Procter & Gamble
5. `Axe'                                 e. Lakme Lever


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. `Dhoom machade, rang jamaade'



  2. `On second thoughts, if you are a good friend, why would you ask your friend to use soap?'



  3. `We'd like to show you 6,000 used cars. Squeeze us in between 1.45 and 2.00 at lunch'



  4. `Finally, a battery that loves the environment'



  5. `The taste that sets you free'



IV. TAKE YOUR PICK

Select the right answer. (2 pts each)

  1. 1. Which TVC has a jingle loosely based on the Lou Bega pop hit Mambo No.5?

    • Hero Puch
    • Hero Honda
    • TVS Scooty
    • Bajaj Legend




  2. What is common to the Foster's beer and Iridium logos?

    • Both have a kangaroo
    • Both were designed by Landor Associates
    • Both have a representation of a constellation
    • Both have a globe




  3. Why has Ava Mukherjee been very prominent in the media?

    • She appears in the Ayurvedic Concepts ads
    • She appears in all Britannia biscuit ads
    • She is the first Indian to appear in Revlon ads
    • She was the original Onida `Devil man'




  4. In which TV campaign would you see the kid characters Prerna and Prajwal?

    • In Parle biscuit ads
    • In Britannia biscuit ads
    • In J&J ads of the last ten years
    • They are the Amul girl and boy respectively



  5. What famous company was founded by the brothers Robert, James and Edward in 1885 for the manufacture of surgical tapes?

    • SmithKline Beecham
    • Johnson & Johnson
    • Procter & Gamble
    • Glaxo




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