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Brand Quest | Business Line | The Hindu |

Brand Quest      (May 09, 2002)

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I. WHEELS

Check out how much you know about the world of automobiles. (4 pts each)

  1. Which premium brand of yesteryear is being revived by Mercedes Benz, and will be launched as a superpremium luxury car for the seriously rich (since even Mercedes is not premium enough for this segment !)?



  2. Name this leading manufacturer of motorcycles, which made a successful foray into car manufacture in 1962.



  3. Who was the original owner of the Rolls Royce car that fetched over $2.2 million in a 1985 auction; the highest-ever auction price for a used car?



  4. Which company was founded by Will Durant in 1911, after he lost control of General Motors in 1910? (He named it after the racing driver who helped design the first car.)



  5. The names of which two planets are also popular brand names in the world of cars?



II. BASELINE PLAY

How distinctive and memorable are currently running advertising campaigns? Match the following brands with their baselines to find out. (1 pt each)

    1. 'Zero Compromise'                    a. Voltas
    2. 'Garmi Choo-mantar'                  b. Blue Star
    3. 'Breathe Easy'                       c. LG
    4. 'Germ-free air. For Life'            d. Samsung
    5. 'ACs with I.Q.'                      e. Carrier
    



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. 'By the time everyone discovers it's cool, it won't be. Welcome to been-there community'



  2. 'How often do you want to look your best? Once a month, once a week, or every day?'



  3. '100 advantages of ____. One choice for cool summers'



  4. 'Aap ka din chahe kaisa bhi rahe... khaana vaisa hi rahe, jaisa ghar mein'



  5. 'Ma ka non-stop kaam, ____ dein non-stop aaraam'



IV. TAKE YOUR PICK.

Select the right answer. (2 pts each)
  1. Which company recently announced a $54.2 billion quarterly loss - the highest ever quarterly loss in corporate history?

    • AOL Time Warner
    • Ford Motors
    • General Motors
    • AT&T



  2. What is common to Surya, Gemini, Raj, SS, Jaya, and Jeevan?

    • All are South Indian TV channels owned by Sun
    • Are brands of tea in South India
    • Are new FM stations in the South
    • All are South Indian TV channels



  3. What new brand name has been adopted by the Birla-Tata-AT&T combine for its cellular operations across the country ?

    • Batata
    • Imagine
    • Idea
    • Magic



  4. Times of India:Radio Mirchi :: Star TV : ---?

    • Radio Club
    • Radio City
    • Win 94.8
    • Radio Star



  5. Which company is planning a foray into the branded snacks market in India with the launch of its international brand 'Cheez-It'?

    • Kellogg's
    • Heinz
    • Coca-Cola
    • Hindustan Lever




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