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Thursday, May 11, 2000
Brand Quest | Business Line | The Hindu |

Brand Quest      (May 11, 2000)

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I. VOICES IN THE SKY

Check your facts about the world of mobile phone service providers. (4 pts each)

  1. In very few categories would you find a British company leading the world, and mobile communications is one of them. Which company is the world's largest in that category?



  2. Launched in the early 1990s with a vastly different brandname, and immediately written off as an `eccentrically marketed also-ran', this brand has revolutionised marketing in mobile phone services to carve a clear niche for itself. Recently launched in I ndia with much fanfare, name the brand.



  3. Why is January 1, 1984 a landmark date in the world of telecommunications?



  4. First established in 1996 as Gray Cell by an Indian, Rajesh Reddy, it is acknowledged as being among well-known Indian Internet brands worldwide, and touted as the world's first internet mobile. Name the famous company.



  5. The world's most valuable cellphone company in terms of market valuation, it is also the largest single-country cellphone company with an estimated 27 million mobile service users. It literally means `anywhere' in the local language. No more clues. Iden tify the company?



II. BRAND PLAY

Andy Grove of Intel once said: ``The best thing is to make the right decision. Making a wrong decision is okay too. The worst thing is to hedge. To hedge is to fail.'' It is as much about brand building as it is about building a business. Check out these 

    1. GlucoGold				a. PriyaGold
2. ButterBite				b. SmithKline Beecham
3. Pure Magic   			c. Bakeman's
4. Hide n' Seek  			d. Britannia
5. Horlicks                             e. Parle


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. `Sure a picture's worth a thousand words. But do you know how many gigabytes it takes up?'



  2. `Dalmiya mein kuch kaala hai'



  3. `It's your planet. Check it out'



  4. `Ab yeh credit card lene mein aur bhi samajhdari hai'



  5. `Wherever you are. Whatever you do. The _____ group is always on your side'



IV. TAKE YOUR PICK

Select the right answer. (2 pts each)

  1. After weeks of negotiations, it was finally announced last week that the giant advertising group WPP would soon acquire Young & Rubicam. Which two famous ad agencies already form a part of the WPP Group?

    • Lintas & McCann Erickson
    • O&M and J. Walter Thompson
    • Bozell & Foote Cone Belding
    • Publicis & Euro RSCG




  2. What famous company was set up in July 1968 as NM Electronics in Silicon Valley, named after its two famous founders?

    • Microsoft
    • Apple
    • Intel
    • Motorola




  3. Which consumer electronics company is planning to launch Evelux, an European television brand it has recently taken over, in India?

    • Crown
    • Videocon
    • LG
    • BPL



  4. Which famous executive is supposed to have joined a leading technology company after this well-known offer was made to him: `Do you want to spend the rest of your life selling sugar water or come with me and change the world?'

    • John Sculley, Pepsi to Apple
    • Lee Iacocca, Coca Cola to Chrysler
    • Lou Gerstner, RJR Nabisco to IBM
    • Andy Grove, Fairchild to Intel



  5. What is the brand of low-priced toothpaste launched recently by Hindustan Lever?

    • Tiger
    • Aquafresh
    • Safedi
    • Aim




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