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Brand Quest      (May 10, 2001)

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I. The Names of the Game

Check your knowledge of some famous international brands (4 pts each):

  1. Famous international brand of condoms derives its name from the ancient Greek warrior clan known for their tremendous strength and staying power ?

  2. Did the automobile brand Jeep get its name ?

  3. What famous invention (and the ensuing brandname) is Edwin Land, a Harvard University dropout famous for ?

  4. Famous brand of scooters derives its name from a remark which literally translates as ``It looks like a wasp!'' ? (The Italian word for wasp was adopted as the brandname )

  5. Created the famous designer label Polo known for a range of premium products from perfumes to apparel ?


Mary Wells Lawrence once said, ``Some of the biggest advertising mistakes are people who imagine they know what the problem is, or they're not even thinking about it; they're just coming up with that brilliant idea and trying to force the problem to fit it.'' This is particularly true in B2B marketing where agencies rarely know enough to suggest new approaches ! Check out the following baselines - and match them with the office automation brands that use them (1 pt each):

    1.  We are in your corner		a.    Minolta
    2.  The Document Company		b.    Toshiba
    3.  The essentials of Imaging		c.    Canon
    4.  Leading the world in colour 	d.    Xerox
    5.  In Touch with Tomorrow		e.    Ricoh


Following are words picked out of the body copy of a print ad, voice-over of a TV commercial, or simply, a baseline for the brand. Can you identify the brand advertised ? (3 pts each)
  1. Best friends are not diamonds. _____ . Genuine since 1937

  2. The principles of lean management. Drop the pleats

  3. Says I'm her precious one. That's why she drives the No.1

  4. Mythical five nines. 99.999 % . As close to perfect as you can get without breaking some law of nature

  5. Comes the pin-up girl of the automotive world


Select the right answer ( 2 pts each)
  1. Bhatt, the Bollywood actress appears in an ad for the premium class travel of an international airline. Which one ?

    • Emirates
    • Virgin Atlantic
    • Air France
    • Air India

  2. Company has recently launched tobacco in small pouches under the brandname Click?

    • ITC
    • Swedish Match
    • VST
    • Hindustan Lever

  3. Famous phrase was first coined by tech journalist Don Hoefler in 1971 ?

    • New economy
    • Venture Capital
    • Silicon Valley
    • Internet

  4. TV channel has recently launched India's first credit card targeted at the youth segment in partnership with Citibank ?

    • Channel V
    • MTV
    • Star World
    • ESPN

  5. Multinational fast food company is embroiled in a controversy for alleged use of beef oil in some of its vegetarian preparations ?

    • Pizza Hut
    • McDonald's
    • Kentucky Fried Chicken
    • Pizza Express

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