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Brand Quest      (July 11, 2002)

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I. Potpourri

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

  1. What management consultancy, famous for its 'growth share matrix', was founded by Bruce Henderson in 1963?



  2. Which city, designed by Lucio Costa, was unveiled in 1960 as the 'City of Hope', replacing the country's then capital city Rio de Janeiro?



  3. Which three countries constitute the Benelux Union, formed in 1958, and considered the world's first completely free international labour market?



  4. What new management theory, now in common parlance, was propounded by Douglas McGregor in his work The Human Side of Enterprise?



  5. What music label, set up by former boxer Berry Gordy in 1959, became the world's most successful black-owned music concern, promoting music particularly by black musicians?



II. Brand Match

Some of the most famous brands in the world are not prominent in India as they have not been officially launched here. Match these brands to product categories they belong to. (1 pt each) 

    1. Oreo                       a. Jewellery
2. Ivory                      b. Athletic footwear
3. Harry Winston              c. Cigar
4. Converse                   d. Cookies
5. Romeo & Juliet             e. Toilet soap



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. 'Opinions anek. No. 1 sirf ek'



  2. 'Dad taught me cost-cutting. No wonder I use one meter to make two skirts'



  3. 'We outdid the competition to reach the top. Now... to stay there we outdo ourselves'



  4. 'Take the family out for a 7-star meal. Out into the dining room'



  5. 'Your date didn't notice your new Amethyst eyes. You still have six other choices'



IV. Take your pick

Select the right answer. (2 pts each)
  1. What brand of confectionery, originally owned by Candico, is being relaunched by ITC following its takeover of the brand?

    • Polo
    • Minto
    • Candico
    • CoffyBite



  2. Which management thinker is called the 'father of strategic management'? His book Corporate Strategy published in 1965 is one of the earliest and most comprehensive works of literature on the topic.

    • Peter Drucker
    • Michael Porter
    • Igor Ansoff
    • Frederick Taylor



  3. McDonalds has recently launched hot beverages - coffee and tea - in its outlets under the brand Georgia Gold. Which company owns these brands?

    • Pepsi
    • Unilever
    • Nestle
    • Coca-Cola



  4. What famous production company was taken over by Sony in 1989 to create one of the world's largest companies in the category - Sony Pictures Entertainment?

    • Columbia Pictures
    • MGM
    • Paramount
    • UIP



  5. Beating all US airlines, the British Overseas Airways Corporation launched the first transatlantic jet service, flying from London to New York. In wich year was it?

    • 1934
    • 1947
    • 1958
    • 1967



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