Financial Daily
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Thursday, May 25, 2000

Brand Quest | Business Line | The Hindu |

Brand Quest      (May 25, 2000)

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I. Birds of a feather

Soar with these brands linked to the names of birds. (4 pts each)

  1. What famous brand of whisky founded by Mattew Gloag in the late 19th century derives its name from a Scottish bird sketched by the founder's daughter?

  2. What brand name, also the name of a bird, is common to a leading retailer in England and a famous beer in India?

  3. Swarovski has been a leading brand in cutglass crystal for over a century. What bird has it adopted as its logo since 1988 to reflect its purity and elegance?

  4. This bird is found in only one island country though its brand variant is found in little tins all over the world. The name of the bird was adopted by the company's founder William Ramsay out of affection for his wife who hailed from this country. Name the brand.

  5. Identify the following brands which have their names based on names of birds: a) Fabric whitener b) Book publisher


Leo Burnett, on originality in advertising said: ``The secret of all effective originality in advertising is not the creation of new and tricky words and pictures, but one of putting familiar words and pictures into new relationships.'' Check out the following mens' readymade garment brands and match them with the companies that market them. (1 pt each)

    1. Parx                           a. Ashima
    2. Dockers                        b. Raymond
    3. Scullers                       c. Acme Clothing
    4. Logo                           d. Indus League
    5. Provogue                       e. Levi's


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. `If you want footwear even more waterproof, you'll have to be a scuba diver'

  2. `On the one hand I'm very visible. On the other I'm not '

  3. `The truth about flat TVs. From the people who invented them'

  4. `Every purchase is a bonus'

  5. `His shirt says he's comfortable either way'


Select the right answer. (2 pts each)

  1. Which famous personality endorses the detergent brand Fena?

    • Shekar Suman
    • Johnny Lever
    • Hema Malini
    • Govinda

  2. What Web site is rated as the world's most visited sports Web site?


  3. What brand became the first US consumer product sold officially in the Soviet Union following Glasnost?

    • Pepsi Cola
    • Wrigley's
    • McDonald's
    • Coca-Cola

  4. Which famous company is credited to have developed the concept of nylon bristles for toothbrushes in 1938?

    • Colgate
    • General Electric
    • DuPont
    • Gillette

  5. Golfer Tiger Woods was recently in the business news for reasons other than his golfing. He appeared in an ad featuring the newly launched Nike Golf balls. Why was it controversial?

    • He broke the code of conduct of golfers endorsing golf products
    • He already endorses the Titleist brand of golf balls
    • He already endorses the Calloway brand of golf balls
    • He appeared almost nude in the ad

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