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Brand Quest      (August 24, 2000)

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I. BRAND POWER

Check out how knowledgeable you are about some of the world's leading brands. (4 pts each)

  1. A leading brand in the car rental industry, it was founded by Walter Jacobs in the early part of the last century. It was owned by General Motors for over two decades, and later in the 1990s by the Ford Motor Co. Name the brand.



  2. Name the hotel chain that was founded by Kemmons Wilson following disappointing experiences at hotels during a vacation he took in the 1950s in the US. The name of the hotel was taken from a famous Bing Crosby movie.



  3. The washing machine ads of today are characterised by various terms such as pulsator, agitator, tumblewash and so on. This trend was started in the early part of the last century by a famous vacuum cleaner brand which advertised its triple-action and used the adline: ``It beats, as it sweeps, as it cleans.'' Name this brand of vacuum cleaners.



  4. With which famous brand would you associate its founder George Eastman?



  5. The first of the great information brands, it was set up in 1850 and used carrier pigeons to forward stock market and commodity prices from Brussels to Germany. The company adopted the name of its founder. Name it.



II. BRAND PLAY

David Ogilvy once wrote: ``I do not regard advertising as entertainment or an art form, but as a medium of information.'' This approach often produces great advertising. Match the following brands of pre-paid cellular cards with the companies that own/market them. (1 pt each) 

    1. Magic           a. RPG Cellular
2. Freedom         b. Hutchison Max
3. MOTS            c. Tata Cellular
4. Ace             d. Bharti Airtel
5. Wings           e. BPL Mobile



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 Ustad's Challenge'



  2. `Stop men from staring at your chest. Develop your mind.'



  3. `America's No.1 Shows'



  4. `Using our own e-business suite, ____ saved $ 1 billion in 1 year.'



  5. `Kerala's most wanted channel is not viewed. It is read.'



IV. TAKE YOUR PICK

Select the right answer. (2 pts each)
  1. Talisma is a globally acclaimed electronic customer relationship management (eCRM) software package. Which Indian company has developed it?

    • Infosys
    • Wipro
    • Aditi Technologies
    • Satyam



  2. Which Web site has advertised itself as the offical sponsor of the Indian Olympic team, with the copy reading `Fifty-five torch bearers of hope. 1 site'?

    • Rediff.com
    • Tehelka.com
    • Khiladi.com
    • Khel.com



  3. Which brand, in an obvious takeoff on Kelloggs, has advertised with the copy: `Cancel your cornflakes' with the visual of a rooster exclaiming `I feel good'?

    • Parle
    • Britannia
    • PriyaGold
    • Horlicks



  4. Which company has sued the US Presidential candidate and consumer activist Ralph Nader of the Green Party for his advertising campaign theme Priceless? The company claims it is a parody of its worldwide campaign?

    • Ford Taurus
    • Citibank
    • MasterCard
    • Visa



  5. Jet Airways calls its business class Club Premiere. What does Sahara Airlines call it?

    • A Class
    • Royal Class
    • Maharaja Class
    • Sahara Class



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