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Brand Quest      (August 17, 2000)

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I. ALTER EGO

Check your knowledge on some brand names which have a famous namesake too. (4 pts each)

  1. What word is common to the name of an old Hindi film featuring Dev Anand and a popular Indian auction Web site?



  2. What brand in the market would you find on both men's shaving products as well as women's beauty soap?



  3. What name is common to a brand of beauty soap endorsed by film stars over the years and a brand of inner wear endorsed by Shekhar Suman?



  4. What popular brand of inner wear endorsed by Govinda is also the name of a leading Indian publisher?



  5. Once the name of a famous brand of cars on Indian roads, currently there are at least two unrelated brands with the same name, one advertising a regional brand of cigarettes and the other a brand of rum. Name the brand.



II. BRAND PLAY

``There is no such thing as a permanent advertising success,'' said Leo Burnett, reinforcing the importance of continually producing winning advertising to build lasting brands. It is not often that brands sustain powerful advertising themes and continually win customer confidence over the years. Check out the following kitchen and utensils care brands and match them with the companies that own/market them. (1 pt each) 

    1. Kiwi Dranex        a. Birla 3M
2. Scotch Brite       b. Colgate Palmolive
3. Axion              c. Sara Lee TTK
4. Vim                d. Henkel Spic
5. Pril               e. HLL



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. `The Best that you can be'



  2. `Nikhare rang, nikhare zindagi'



  3. `2.6 million SEC AB consumers are logged on. And you're still selling your TVs on TV.'



  4. `What have you discovered today?'



  5. `Bacche tho baacche, Baapre baap'



IV. TAKE YOUR PICK

Select the right answer. (2 pts each)
  1. Which currently airing TV commercial has been shot at the famous Mayo college and carries an endorsement for the brand by a school headmistress?

    • Whirlpool
    • Camlin
    • Rin
    • Surf Excel



  2. In which year was the famous brand slogan for Kit Kat: ``Have a break, have a Kit Kat'' first introduced in a TV commercial?

    • 1937
    • 1957
    • 1980
    • 1998



  3. Which Indian nationalised bank suffered the heaviest losses ever for an Indian business undertaking, in 1995-96, with an estimated loss of over Rs.1,300 crores for the year?

    • State Bank of India
    • Union Bank of India
    • Indian Bank
    • Syndicate Bank



  4. Which beer brand is famous for its history of positioning as a drink for strength, and used a caricature of a construction worker carrying an iron girder?

    • Budweiser
    • Heineken
    • Stella Artois
    • Guinness



  5. What is the significant contribution of the CJ Root Glass company in the history of marketing; a contribution which was first introduced in 1913?

    • They launched Pepsi
    • They designed the contoured Coca-Cola bottle
    • They introduced soft drinks in glass bottles
    • They introduced packaging in cans



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