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Brand Quest      (November 28, 2002)

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Check your knowledge on some of the world's wellknown failures in product marketing. (4 pts each)

  1. 'Geography is History' was the advertising line for this ill-fated brand of global mobile communications with 66 satellites around the earth during its launch a few years ago. However, this brand collapsed in a couple of years to bankruptcy. Name the brand and its principal promoter.

  2. The car model Ford Edsel is often cited as a classic marketing failure costing the company over US $ 200 million dollars in the late 1950s. Why was the model named Edsel, inspite of the fact that research clearly indicated that it was not an acce ptable name by the consumer.

  3. In the late 1980s, American Express, Mazda, Kyodo Oil company, Diadora (an Italian sportswear company), Valio (a Finnish dairy company) were all using a famous athlete for their brand endorsements - which they hastily withdrew in 1988. Name the a thlete.

  4. What famous marketing failure was the theme of the business bestseller 'The Other Guy Blinked' by Roger Enrico released in the mid-1980s ?


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

    1.  Kinko's                             a.   Garments
    2.  Fruit of the Loom                   b.   Hotels
    3.  Oreo                                c.   Cooking oil
    4.  Nikko                               d.  Business/Copy centres
    5.  Crisco                              e.  Cookies


Following are words picked out of the body copy of a print ad, voice-over of a TVC, or simply, a baseline for the brand. Identify the brand. ( 3 pts each)
  1. ' Dress code for your car'

  2. 'Know how it feels when your five-month-old darling touches your face and rubs her nose against your cheek? Good then you know how this suit feels.'

  3. 'Use your intelligence this festive season. Buy a ____ AC.'

  4. 'The French took almost 300 years to leave. Come over and find out why'

  5. 'I used to be a silly dog but after I bought the new _____ I became a handsome, sexy man !'.'


Select the right answer (2 pts each)
  1. What is the title of the non-fiction best-seller authored by Naomi Klein which has catapulted her to fame as an anti-establishment figure against globalisation and corporations ?

    • No Logo
    • Unsafe at any speed
    • Deadly Persuasion
    • The Want Makers

  2. Which famous international automobile company uses the corporate baseline "Answers for questions to come" ?

    • General Motors
    • DaimlerChryler
    • Ford Motors
    • BMW

  3. Which building became the world's tallest office buildings when it was inaugurated in 1996 ?

    • Shangai Towers
    • CN Tower, Toronto
    • Petronas Towers, Kuala Lumpur
    • John Hancocok Center, Chicago

  4. Which company recently hit the business headlines for striking a historic natural gas discovery near Kakinada in Andhra Pradesh ?.

    • Gas Authority of India Ltd
    • ONGC
    • Oil India Ltd
    • Reliance Industries

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