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Brand Quest | Business Line | The Hindu |

Brand Quest      (October 26, 2000)

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I. Animal Farm

Check your knowledge of brands that use animals as part of their logo, baseline or brand name. (4 pts each)

  1. What animal would you associate with the American magazine Playboy?



  2. What animal from the Barnum & Bailey Circus was the inspiration, in the 1910s, for a famous RJ Reynolds brand, and also used as its visual identity?



  3. A bull is perhaps the most apt trademark for a company in financial services. Which company uses the bull as its trademark?



  4. What brand has as its logo, a cat jumping out of the figure in the form of the number 9, to indicate its long life?



  5. What animal was adopted by Sir Peter Scott as the trademark for the World Wide Fund for Nature he founded in the 1960s?



II. BRAND PLAY

Bill Bernbach, once wrote: ``No matter how skillful you are, you can't invent a product advantage that doesn't exist. And if you do, and it's just a gimmick, it's going to fall apart anyway.'' Consumer durable brands have been trying to create product differentiation with many product claims and `smart phrases' Check out the following washing machine brands and match them with the washing system they claim to possess. (1 pt each)

    1. `Bubble wash'             a. Electrolux
    2. `4 soak test'             b. Godrej
    3. `Smart wash pulsator'     c. Videocon
    4. `Hydrojet'                d. LG
    5. `Fabricare'               e. Samsung
    



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. `Dandruff par shampoo se behtar, kare dugna asar'



  2. `Clothes you'll love. Clothes they'll love'



  3. `Arre, yehi to hai, desh ki dhadhkan'



  4. `Remember the thing about reaching somewhere in life. Your somewhere just got redefined.'



  5. `Discover the pleasure of paying in Gold'



IV. TAKE YOUR PICK

Select the right answer. (2 pts each)
  1. What brand of tyres advertises with the baseline `India's first and only makers of formula car tyres'?

    • MRF Tyres
    • JK Tyres
    • Apollo Tyres
    • CEAT Tyres



  2. Which airline has the Royal Dutch Crown as part of its logo?

    • Lufthansa
    • Swissair
    • KLM
    • Air Netherlands



  3. This car manufacturer pioneered the `herring bone' gear in 1903 and made the gear-wheel design the trademark design for the company. Name it.

    • Citroen
    • Mercedes Benz
    • BMW
    • Ford



  4. Which telecommunications company is currently sponsoring a print and TV campaign on `mobile manners'?

    • BPL Mobile
    • Motorola
    • AirTel
    • Nokia



  5. Which brand of salt is being promoted on the unique plank of health and taste with the baseline: `Great on heart. Surprisingly good on taste'?

    • Annapurna salt
    • Tata Salt
    • Catch salt
    • Saffola salt




Brand Quest | Business Line | The Hindu |
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