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Brand Quest      (September 14, 2000)

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I. It's a Tata

Check out how much you know about some of the lesser-known companies of the Tata group. (4 pts each)

  1. In which paint company did the Tata group have a majority stake until it was sold off to a Japanese company?

  2. Which famous construction company was taken over by Tata Steel in 1992?

  3. Established in 1933, this Tata company is the leader in electronic cash registers and point-of-sale systems besides industrial inkjet and marking systems. Name it.

  4. Famous for televisions and audio systems in the late 1970s and 1980s, this brand later pulled out of the consumer electronics business, and is now a well-known name in industrial controls and power electronic systems. Name this Tata company.

  5. Which Tata company is the leader in the agrochemicals business, besides having a small presence in the pharmaceuticals and chemicals business?


Al Ries, in his book The 22 Immutable laws of Branding states: ``A brand becomes stronger when you narrow its focus.'' A difficult ideal to practice since it is often, difficult to avoid the temptation to extend the brand's initial success across product categories. Match the following dental-care brands with the company that markets them in India. (1 pt each)

    1. AM-PM                    a. Gillette
    2. Listerine                b. Colgate-Palmolive
    3. Total                    c. Johnson & Johnson
    4. Reach                    d. Elder Pharma
    5. Prudent                  e. Parke Davis


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. `7 crore families, the world over rely on the world's flavourite microwave oven!'

  2. `Well, the receptionist isn't exactly Aishwarya Rai, but the job's exactly what I was looking for, Thank you ____'

  3. `You need at least 2 fingers to turn this page. That's one more than what you need to turn this vehicle.'

  4. `Go VTEC Class. Because in the world of engines, it's royalty.'

  5. `Button dabhane se khoobsoorat bal milte hain'


Select the right answer. (2 pts each)
  1. Which television channel has started Kaun Banega Kangal following the runaway success of KBC on Star Plus?

    • Zee TV
    • Channel V
    • MTV
    • ETC

  2. Which famous company has recently launched the mineral water brand Kinley in India?

    • McDowells
    • Pepsi
    • Coca-Cola
    • Hindustan Lever

  3. Which company is the world's largest seller of women's bras and owns the famous brand names Wonder Bra and Playtex?

    • Procter & Gamble
    • Sara Lee
    • Maidenform
    • Levi's

  4. Which city, according to the Guinness Book of Records has the world's highest number of video libraries?

    • Mumbai
    • Delhi
    • Colombo
    • Karachi

  5. Which company has been featured in the Guinness Book of Records for achieving the biggest saving of paper through using the Internet - a saving of 2 billion sheets of paper per year?

    • Microsoft
    • IBM
    • GE
    • Federal Express

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