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Brand Quest      (December 28, 2000)

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I. POTPOURRI

A mixed bag of questions on pharmaceutical brands and companies this week. (4 pts each)

  1. Which famous brand owned by Eli Lily, which dominates the anti-depressant category, created a flutter in the stock market, reducing the company's stock price by over 30 per cent after a court ruling which reduced the patent protection period by three years?



  2. Which company uses the advertising baseline, `Life is our Life's work'?



  3. Name the famous brand of weight loss medication for overweight people owned by Roche.



  4. Which company introduced the successful Aspirin tablets in 1915?



  5. How do we know the prescription drug Sildenafil Citrate better as a brand?



II. BOOK PLAY

Henry Ford almost a century ago said, ``It doesn't matter to me if a man is from Harvard or Sing Sing. We hire the man, not his history.'' Not true any longer, with the college degree carrying as much weight as content, both in managerial jobs as well as the consultant's chair! Match the following famous books on marketing and management with their famous authors. (1 pt each)

    1. Positioning                               a. Tom Peters & Bob Waterman
    2. Managing Brand Equity                     b. Al Ries & Jack Trout
    3. The End of Marketing as we Know it        c. David Ogilvy
    4. The confessions of an Advertising Man     d. David Aaker
    5. In Search of Excellence                   e. Sergio Zyman
    



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. `I don't know about film. I don't want to know about film. I just want to take the picture'



  2. `Thomas Edyson. Just one fake part can seriously damage a star'



  3. `You wish they'd never grow up. But they do. You wish you could freeze time. But you can't. You wish this moment could last forever. That's possible.'



  4. `Fashion that touches your heart'



  5. `There's nothing like the spoken word to express your true feelings. Introducing voice mail to India'



IV. TAKE YOUR PICK

Select the right answer. (2 pts each)
  1. Which dotcom company sponsored the recently concluded Women's World Cup cricket tournament held in New Zealand?

    • Rediff.com
    • indya.com
    • Cricinfo.com
    • total-cricket.com



  2. In the TV commercial for which brand, currently on air, would you encounter the cricketer Rahul Dravid entering a French barber shop?

    • Gillette
    • Palmolive shaving cream
    • Thomson TV
    • Pepsi



  3. Which brand, from one of India's oldest menswear manufacturers, founded by M.Y. Noorani, is associated with Dhunji Rana, its famous model?

    • Charagh Din
    • Zodiac
    • Bentley
    • Cambridge



  4. Which company has recently acquired the global rights for the Coats Viyella readymade brands like Louise Philippe, Allen Solly and Peter England?

    • Indus League
    • Arvind Fashion
    • Birla Global
    • Indian Rayon



  5. Which company is the corporate sponsor for the world chess champion, Viswanathan Anand?

    • Glaxo
    • MRF Tyres
    • Ramco cements
    • NIIT




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