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Brand Quest      (March 07, 2002)

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I. POTPOURRI

A mixed bag of questions on marketing this week. (4 pts each)

  1. Which famous industrialist was recently awarded the Padma Bhushan?



  2. Which advertising agency is behind the setting-up, in 1991, of MICA, India's first college focussed on advertising and communications?



  3. What famous car brand, originally from the former Czechoslovakia, was notorious for its shoddiness and lack of style until taken over by Volkswagen in the 1990s?



  4. What is the title of the original BBC TV series on which the Hindi TV series, Kamzor Kadi Kaun, based?



  5. What's common to the following phrases: First Citizen's Club, PetroBonus, Inner Circle, Flying Returns?



II. MATCH PLAY

Many international brands are synonymous with the category they are present in, but are not popular in India since they have not officially been launched here. Match the following pioneering brands with the product categories they represent. (1 pt each) 

    1. Sabena                       a. E-mail software
2. Eudora                       b. Beer
3. Laughing Cow                 c. Chocolates
4. Van Houten                   d. Airlines
5. Tiger                        e. Cheese



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. `Har ghar chup chaap se yeh kehta hai ki andar usmein kaun rehta hai?'



  2. `The Man with the smooth edge'



  3. `India's biggest golf event is no longer the Indian Open. It's the ____ Indian Open'



  4. `It don't ring. It sing'



  5. `Tonight let it just be you and me. And nothing in between'



IV. TAKE YOUR PICK

Select the right answer. (2 pts each)
  1. Which company has been ranked the `World's Most Admired Company' in the latest rankings by Fortune magazine?

    • FedEx
    • General Electric
    • Microsoft
    • CitiGroup



  2. In what TV commercial, currently on air, would you encounter the movie stars Fardeen Khan and Rahul Khanna?

    • Coca-Cola
    • Pepsi
    • Hero Honda
    • HomeTrade



  3. McDonald's, in an unrelated diversification, is planning to set up a chain of hotels. Name the new brand.

    • Golden Arch
    • McDonald's
    • McHotel
    • Dreamz



  4. Which two major MNCs in telecommunications have collaborated to set up a new company for the manufacture of cellular handsets?

    • Nokia and Panasonic
    • Sony & Ericsson
    • Motorola & Sony
    • Alcatel & AT & T



  5. Which company launched (unsuccessfully) the toilet soap brand Protex a few years back in India?

    • Colgate Palmolive
    • Dabur
    • SmithKline Beecham
    • Procter & Gamble



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