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Brand Quest      (June 27, 2002)

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

  1. Acer Communications & Multimedia, a subsidiary of Acer Corporation, recently relaunched itself under a new, curious brand name, with a brand campaign with the tagline 'Enjoyment Matters'. Name the brand.

  2. Who recently said, and in what context, "Steve's the No.1 guy and I'm the No.2 guy ... I have a strong voice, a strong recommendation, but Steve has to decide"?

  3. Hindustan Lever recenly launched ready-to-cook chapatis under the Annapurna brand. The product description for the brand is not mere 'chapatis' but an interesting variant including the core customer proposition in the descriptor. What am I referr ing to?

  4. What's common to the following brands: Vodafone, Shell, Bridgestone, Marlboro, Fiat?

  5. Pepsi and Coca-Cola are using famous brothers from the cine industry to promote rival brands. In which market are they doing this, and name at least one of the two famous brothers.

II. Brand Match

Many corporate executives are as famous as the companies they lead. Match the following CEOs, ranked among the most respected in the world, with the company they head. (1 pt each)

    1.  John Browne                 a. Vodafone
    2.  Jorma Ollila                b. AOL Time Warner
    3.  Chris Gent                  c. BP
    4.  Sandy Weill                 d. Nokia
    5.  Steve Case                  e. Citibank


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 a revoltionary view of business. _____ introduces the world's first fully flat bed in business class'

  2. '1 degree of separation between my company and your company'

  3. 'Forget our sales records. Let others match our new car'

  4. 'This clearly is the most well-built luxury car. Only 999 other ____ can claims the same.'

  5. 'Life is our Life's work'

IV. Take your pick

Slect the right answer. (2 pts each)
  1. Which of the world's top advertising groups is based in Paris?

    • WPP group
    • Omnicom group
    • Havas Advertising
    • Publicis

  2. Carlos Ghosn, Brazil-born Frenchman and one of the most respected business executives in the world, is credited to have turned around which famous car company?

    • Nissan
    • Renault
    • Volkswagen
    • Fiat

  3. Which company is the official supplier of balls to all the matches at the World Cup football tournament being held in Japan/South Korea?

    • Nike
    • adidas
    • Speedo
    • Spalding

  4. Which company has recently launched a range of cellphones in India under the subbrand Fisio?

    • Philips
    • Mitsubishi
    • SonyEricsson
    • Samsung

  5. O&M recently won two 'Golden Lions' for its ads in the print and outdoor category - both for the same client. Name the client.

    • Cancer Patients Aid Association
    • Pidilite
    • Asian Paints
    • Orange

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