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Brand Quest      (August 08, 2002)

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I. BUZZWORDS

Check your knowledge of some common acronyms in the world of business. (4 pts each)

  1. What do the following brand names stand for (or at least stood for originally): a. WIPRO b. BPL c. IBM



  2. In project management, what do the following common acronyms mean a. CPM b. PERT?



  3. What common three-word acronym is used to describe the first public sale of shares, usually by a privately owned company that wants to go public?



  4. The AIDA model is a common framework for effective communication in any business buying process. What does AIDA stand for?



  5. In media terminology, what do the acronyms OTS and GRP stand for?



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.  Neiman-Marcus                       a. Perfume
2.  Dial                                b. Construction equipment
3.  Komatsu                             c. Soap
4.  Opium                               d. Shoes
5.  Clark's                             e. Department store



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. 'Nothing seems to work on your dandruff? Get rid of it with the clinically proven solution'



  2. 'Mind mein gus gayee cheez?'



  3. 'Missing. Anish! Where R U? Boss is MAD. - Vikas'



  4. 'Presenting the washy talky. The world's first talking washing machine'



  5. 'If it's in your heart, it's on the cards'



IV. TAKE YOUR PICK

Select the right answer. (2 pts each)
  1. Which company owns the whisky brand 8PM, which has the distinction of having sold over a million cases in the year of its launch?

    • Radico Khaitan
    • United Breweries
    • Seagram
    • Shaw Wallace



  2. Which company has recently announced the takeover of the consulting arm of the auditing firm PricewaterhouseCoopers for a consideration of over $3.5 billion?

    • Hewlett Packard
    • Accenture
    • IBM
    • AT&T



  3. Indian cricketer Anil Kumble has a new well-groomed look on and off the field; a look generally linked to his endorsement for an apparel brand. Name the brand.

    • Arrow
    • Peter England
    • Indigo Nation
    • Cambridge



  4. Farook Engineer is generally credited with being the first Indian sportsman to endorse a product way back in the 1960s. What was the famous product endorsed by him?

    • Air India
    • Gillette
    • Palmolive
    • Brylcreem



  5. Name India's largest pharmaceutical company with a turnover of over Rs 1,000 crore?

    • GlaxoSmithKine
    • Cipla
    • Ranbaxy
    • Dr. Reddy's



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