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Brand Quest | Business Line | The Hindu |

Brand Quest      (April 12, 2001)

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I. BIZ SPEAK

Check out how much you know about some of the more widely used terms in business. (4 pts each)

  1. Why are the most valuable stocks in the stock market generally referred to as `Blue chip' stocks?



  2. Now rarely seen in business offices, what is the Gregg system?



  3. What was the motto of the 18th century Physiocratic school of French economists, which is used to describe the principle of non-interference by government in commercial affairs?



  4. What term, commonly used in business for bureaucratic procedures, is derived from the ribbons used by lawyers and government officials to tie documents together?



  5. This term literally means `hand-made', but has come to mean quite the opposite today in the era of mass production. What is it?



II. BASELINE PLAY

Leo Burnett once said: ``Fun without sell gets nowhere, but sell without fun tends to become obnoxious.'' Advertising has to be interesting both for the reader and the creator. Come summer, and the air-conditioner brands have flooded the market with entertaining ads! Match the following baselines with the air- conditioner brands that use them. (1 pt each) 

    1. `For those who seek perfection'      a. Daikin
2. `The purest way to breathe'          b. Hitachi
3. `Complete Silence'                   c. General
4. `The Extreme Machine'                d. Blue Star
5. `Breathe Easy'                       e. LG Plasma



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. `Presenting the only destination for Trousers, Trousers, trousers and more readymade Trousers'



  2. `The Pleasures of Peru. Surrender to our exclusive Supima Cottons'



  3. `The new ____ battery runs the car's music system, the power windows, the air-conditioning, the central locking system, the car phones and yes, also starts the car'



  4. `Farm fresh colours of Monet. Introducing pastels on a _____ shirt'



  5. `The seven west-coast islands that form the great city of Mumbai. And a seven-star hotel that celebrates it'



IV. TAKE YOUR PICK

Select the right answer. (2 pts each)
  1. Which company was the largest exporter of computer software from India last year?

    • Wipro Technologies
    • TCS
    • Infosys
    • Satyam Computers



  2. Which famous personality is generally considered the world's first known billionaire?

    • Benjamin Franklin
    • George Washington
    • John D. Rockefeller
    • Paul Getty



  3. It was `Cindy Crawford's Choice', then `Pierce Brosnan's Choice'; closer home it was `Shah Rukh Khan's Choice'. What are we talking about?

    • HomeTrade.com
    • Omega watches
    • Hyundai cars
    • Pepsi



  4. Which brand of soap is endorsed by three female stars of the hit TV serial Kyon Ki Saas Bhi Kabhi Bahu Thi?

    • Tulsieem
    • Lux
    • Margo
    • Cinthol



  5. Name the brand of premium mineral water owned by the Singapore based NRI Dadi Balsara?

    • Evian
    • Bailley
    • Ganga
    • Himalaya



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