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Brand Quest | Business Line | The Hindu |

Brand Quest      (August 10, 2000)

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I. Musical Chairs

Turn on the radio as you check your knowledge of some famous music companies. (4 pts each)

  1. Which music company was founded by two brothers, Ramesh Taurani and Kumar Taurani, in the late 1970s when they were dealers in LPs for leading music companies?



  2. What name was adopted by Barnett Samuel & Sons for the world's first portable gramophone introduced by them in 1914, a name which later became a famous record label?



  3. What does BMG stand for in the music label BMG Crescendo?



  4. Which famous liquor company acquired the Polygram Group in late 1998 from Philips?



  5. What popular music label was founded by Gulshan Kumar who was murdered in the streets of Mumbai a few years ago?



II. BRAND PLAY

Michael Schudson in his book released in 1984 wrote: ``The power of ads rests more in the repetition of obvious exhortations than in the subtle transmission of values.'' Most consumer brands persist with the same mundane campaigns to the extent of consumer boredom and sometimes frustration. Check out the following food brands and match them with the companies that own/market them. (1 pt each)

    1. Anikspray          a. Heinz
    2. Mithai Mate        b. AP Dairy Cooperative
    3. Milkmaid           c. Amul
    4. Vijaya             d. HLL
    5. Farex              e. Nestle
    



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. `Keanu Reeves spent four months training under kung fu specialist Yuen Wo Ping before filming The Matrix. Deserves to be seen on ___'



  2. `Probably the safest car in the country. Because you take risks at work, not on your way there'



  3. `The elite prefer Telugu with their daily bath. Isn't that right, Pears?'



  4. `A token of our service. No tokens'



  5. `It's not just 650 watts of sound that silences other televisions.'



IV. TAKE YOUR PICK

Select the right answer. (2 pts each)
  1. Name the world's largest educational publisher, which also owns 50 per cent stake of the famous magazine The Economist?

    • Encyclopaedia Britannica
    • Doris Kindersley
    • Pearson
    • Oxford University Press



  2. Why is the firm American Research Development Corp (ARD) founded in 1946 considered a landmark in the history of modern business?

    • It was the world's first electronics company
    • It was the first professional venture capital provider
    • It built the first integrated chip
    • It conceptualised the World Wide Web



  3. Which country is the world's second largest producer of computer software and is also regarded the international call centre capital?

    • Scotland
    • India
    • UK
    • Ireland



  4. Which Web site focussed on person-to-person file sharing has been in the headlines following protests from music companies on its violation of copyright laws?

    • MP3.com
    • Napster.com
    • CDNow.com
    • musicforall.com



  5. Which famous Indian company was founded by Mohan Advani in 1943 and was initially engaged in reconditioning of refrigerators and airconditioners?

    • Blue Star
    • Voltas
    • Amtrex
    • Videocon




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