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Thursday, June 01, 2000

Brand Quest | Business Line | The Hindu |

Brand Quest      (June 01, 2000)

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I) Flower Power

Follow your nose as you test your knowledge on brands linked to flowers. (4 pts each)

  1. What brand of tea, popular in South India, would you associate with the name of a flower?

  2. What famous flower connects India's first 5-star ecotel hotel and a frequent flyer programme of an international airline?

  3. It is not often that you would encounter a multi-coloured sunflower, unless you are an avid ad watcher. Which famous Indian company has a multi-hued sunflower as its logo?

  4. What Reckitt & Colman brand would you connect with a famous Japanese flower in a very unlikely category?

  5. Which famous company was founded in 1982 by Mitch Kapor and Jonathan Sachs with the name drawn from a word in transcendental meditation in which the founder Mitch Kapor was involved. Name the company and bring out the flower connection.


David Ogilvy once wrote: ``If you ever have the good fortune to create a great advertising campaign, you will soon see another agency steal it. This is irritating, but don't let it worry you; nobody has ever built a brand by imitating somebody else's advertising.'' Me-too products generally don't work in the market, nor does me-too advertising. Check out the following beverage brands and match them with their marketing companies. (1 pt each)

    1. Milo                                 a. Heinz
    2. Bournvita                            b. Nestle
    3. Nutramul                             c. SmithKline Beecham
    4. Horlicks                             d. Gujarat Co-op Milk Marketing
    5. Complan                              e. Cadbury'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. `A website for people who think badla is a Ramsay brothers epic on revenge.'

  2. `Throw away all the makeup'

  3. `Everything has to work. Balance. Proportion. Coordination'

  4. `Full of nature. Full of life'

  5. `Your legs. Your lungs. Your heart and will. Who says running isn't a team sport?'


Select the right answer. (2 pts each)

  1. Which Web site has used the current cricket betting scandal as a launch-pad with successive exposes with the help of Manoj Prabhakar?


  2. How did the luxury car brand Mercedes get its name?

    • From its founder, Gottlieb Mercedes
    • From the German word for luxury
    • From the name of the daughter of one of the car's earliest customers
    • It was a coined word which doesn't mean anything

  3. Which famous brand is endorsed by the following sportspersons among others: Sachin Tendulkar, Anna Kournikova, Ato Bolden and Martina Hingis?

    • ESPN
    • Pepsi
    • Adidas
    • Reebok

  4. Which famous Web site was conceived by Pierre Omidyar as a result of his wife's interest in collecting Pez dispensers and interacting with other collectors?


  5. Which bank has launched a genie character to promote its range of personal loan products?

    • ICICI Bank
    • Citibank
    • State Bank of India
    • Global Trust Bank

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