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Thursday, April 20, 2000

Brand Quest | Business Line | The Hindu |

Brand Quest      (April 20, 2000)

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I. CAR WARS

Find out how tuned in you are to the world of cars. (4 pts each)

  1. Which car introduced recently in India is Japan's largest selling car, and was launched with the slogan `A car full of ideas'?



  2. What's common to the following names: City, Conquest, Celica, Carina and Caldina?



  3. Which company was founded in 1972 as GM Korea _ a 50:50 tie-up between Shinjin Motors and General Motors, US _ and took its new name in 1983?



  4. Not some scathing magazine review, but actual ad copy: ``The Ikon 1.3 falls flat when compared to the ____. Touted as a luxury car, the Ikon 1.3 is surprisingly nothing more than a stripped- down version, which leaves you with a driving experience totally devoid of any luxuries. And that too at a hefty premium.'' Which car brand resorted to this mud-slinging in its ads?



  5. Which famous car sub-brand has a horse as its logo?



II. BRAND PLAY

Leo Burnett once said: ``The greatest thing to be achieved in advertising, in my opinion, is believability, and nothing is more believable than the product itself.'' Brands often focus on advertising without sufficiently differentiating their product. Check out the following toothpaste brands, and match them with the companies that market them. (1 pt each)

    1. Forhan's                             a. Balsara Hygiene
    2. Promise                              b. Geoffrey Manners
    3. Aquafresh                            c. Hindustan Lever
    4. Pepsodent                            d. Procter & Gamble
    5. Crest                                e. SmithKline Beecham
    


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. `India's favourite furniture'



  2. `Shakti har din ke champions ki'



  3. `Don't let your vision become a dream. Start something new'



  4. `Fashion that touches your heart'



  5. `Quite simply, some of man's finest achievements in fabric'



IV. TAKE YOUR PICK

Select the right answer. (2 pts each)

  1. What is the USP of the new Ericsson mobile phone T10 launched recently?

    • The first WAP-enabled phone
    • Has an FM radio
    • Can receive TV signals
    • Has an extended keyboard attached




  2. Which well known producer of Hindi television programming recently launched its own 24-hour entertainment channel?

    • UTV
    • TV 18
    • Sri Adhikari Brothers
    • Sahara TV



  3. ITC Agrotech (now owned by ConAgra) launched atta under the Healthy World brand. What famous logo does the pack carry?

    • The Wills logo
    • The Act II popcorn logo
    • Sachin Tendulkar
    • A somersaulting kid



  4. Tulsi Goyal gained fame a few years back for the launch of which famous Indian brand?

    • Priya Pickles
    • Sumeet
    • Onjus
    • Salora TV




  5. Which famous winterwear brand has launched a range of summerwear this year under the Summerz sub-brand?

    • Pringle
    • Monte Carlo
    • Casablanca
    • Oswal





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