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Brand Quest | Business Line | The Hindu |

Brand Quest      (October 05, 2000)

To get answer, point at the ANSWER icon

I. In the News

Check out these international news items and find out how informed you are. (4 pts each)

  1. Amazon.com was in the headlines for an alleged infringement of privacy rules over a marketing initiative it had undertaken recently. What was the controversial test initiative?



  2. Subliminal advertising came to the discussion forums from an unexpected source - TV ads in the run-up to the US Presidential campaign. What was unique about the ad that triggered discussions on this theme and who was the candidate?



  3. In one of the biggest business disasters ever, this tyre brand had to recall over 6.5 million tyres in the US from the market on grounds of safety. Name the brand and the company that owns it.



  4. Unleash the Idea Virus is the follow-up book to the successful first book on the world of e-commerce by Seth Godin. What is the title of his famous first book?



  5. What is common to the following four Olympic gold medalists: US track and field medalists Maurice Greene and Marion Jones, swimming medalists Lenny Krayzelburg and Jenny Thompson?



II. BRAND PLAY

Bill Bernbach believed: ``Properly practiced creativity can make one ad do the work of ten.'' In many cases, brands have lasted the test of time through memorable ads. Match the following beer brands with the company that markets them. (1 pt each)

    1. Sandpiper                 a. Associated Breweries
    2. Royal Challenge           b. United Breweries
    3. London Pilsner            c. Mohan Meakins
    4. Kingfisher                d. Shaw Wallace
    5. Golden Eagle              e. Inertia Industries       
    



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. `Find purpose, means will follow'



  2. `If it is not ____ , it's just another floor!'



  3. `Kya zaroorat thi, abhi kuch saal pehle hi to paint hua tha'



  4. `The life of your battery can change your life. ____ batteries last long, really long'



  5. `________, yeh kaam kare to aap kaam kare''



IV. TAKE YOUR PICK

Select the right answer. (2 pts each)
  1. Which consumer durable brand has recently launched a range of products designed by the Italian designer Guillano Bellini?

    • Bajaj Auto
    • Daewoo
    • LG
    • Onida



  2. What brand, which became famous a few years ago on its `Sunday ke Sunday' advertising plank is currently being relaunched by Marico?

    • Mediker
    • Ezee
    • Sweekar
    • Sil



  3. Which brand of suitings has revived its ads featuring Shahrukh Khan, which were prominent in the media a few years ago?

    • Vimal
    • Gwalior
    • Grasim
    • Mayur



  4. Which car is considered India's first indigenous car, in terms of both the design and the manufacture?

    • Ambassador
    • Tata Indica
    • Tata Sierra
    • Premier Padmini



  5. Which airline, the official sponsor of Sydney Olympic Games, was in the business news for filing a suit against Qantas which had released ads which indirectly linked itself to the Olympic Games?

    • Cathay Pacific
    • Ansett
    • Singapore Airlines
    • Air Australia




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