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Brand Quest | Business Line | The Hindu |

Brand Quest      (May 30, 2002)

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I. Symbols

Check your knowledge on the logos of some famous brands. (4 pts each)

  1. What famous Indian beer brand derives its name as well as its multicoloured logo from the name of a bird?



  2. Started as Abington Shoe Company in 1955, it changed its name in the 1970s after it launched its famous waterproof shoes. Its logo is a distinctive tree. Name the brand.



  3. A stylised crane is the emblem of which famous Eurpoean airline?



  4. What famous brand is represented by the image of a white snow peak? (The brand also draws its name from a famous moutain)



  5. What animal would you associate with branding related to the famous US men's magazine Playboy?



II. Brand Match

What is the degree of association between brands and their parent brand or company? Some have a distinct link to the overall corporate or brand appeal, some don't. Match the following brands and sub-brands with their parent brands/company. (1 pt each)

    1. Dockers                 a. Arrow
    2. John Miller             b. Zodiac
    3. Spiritus                c. Pantaloons
    4. 1851                    d. Levi Strauss
    5. Zod                     e. Louise Philippe
    



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. 'Shh..., agar mummy jaag jaayegi toh TV dekhne nahin dengi.Kehti hai - 'aankein kharaab hoti hai na!'



  2. 'Aap ke paas _______ nahin toh clean nahin. Pesh hai naya _______. Yeh mail bhagaaye, rang chamkaaye aur kapde mehkaayen'



  3. 'Feel the experience. While you shop'



  4. 'This looks like no other toothpaste because it works like no other toothpaste'



  5. '_______ ko ______ banane keliye kya-kya chahiye? Paani...cheeni!' (Fill-in the two brand names)



IV. Take your pick

Select the right answer (2 pts each)
  1. What predicament of the new sports stadium of the Astros baseball team in Houston, Texas brought to light the pitfalls of corporate sponsorship?

    • It was revealed that Pepsi executives had rigged matches in the stadium
    • It was renamed Enron stadium in 1999 !
    • It was boycotted for the 2001 season by Nike activists
    • Is the only stadium where hard liquor is served, since Jack Daniels is the sponosr



  2. Which company raised money for the maintenance of the Statue of Liberty in 1983 - through a percentage contribution from the usage of its product by consumers - an initiative which resulted in the trend as well as coinage of the term 'cause related mark eting'?

    • Citibank
    • AT&T
    • American Express
    • Bank of America



  3. Which Indian company has associated with the Wharton School of Management to award Global Transformation Awards for the creative application of technology?

    • Tisco
    • Reliance
    • Wipro
    • Infosys



  4. famous premium international car brand has been launched in India recently at a price over Rs 30 lakh?

    • Ford Mondeo
    • Jaguar
    • Mitsubishi Pajero
    • BMW



  5. Titan has recently launched a new model called Titan Edge, and has also applied for an entry in the Guinness Book of World Records. Why?

    • It is reportedly the world's thinnest watch
    • It is the heaviest watch ever made
    • It has recorded the largest sale in the month of its launch
    • It surpasses all watches in endurance tests




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