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Thursday, December 16, 1999

Brand Quest | Business Line | The Hindu |

Brand Quest      (December 16, 1999)

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I. The Audio Round

The international audio market is hugely fragmented -- many players and small market shares. How sound is your knowledge of audio labels? (4 pts each)

  1. What is the nationality of these famous brands:

    a) Bose Audio
    b) Bang & Olufsen
    c) Pioneer

  2. Which famous audio brand derives its name from the Japanese word for `sound'?

  3. What famous brand of high-end audio products was launched by Philips (also owned by Philips internationally) in India a few years back, but with rather disastrous results?

  4. What famous company was founded in 1964 by a MIT professor as a result of his disappointment when he went shopping for a stereo system and found big differences between the specifications and the audio quality of a live performance?

  5. What eponymously named brand was founded in 1948 ``to bring the finest engineers and scientists together'' to build world- class audio systems and is now perhaps the best known premium Japanese brand of audio equipment?

II. Baseline Play

Around the turn of the last century, John Wanamaker said: ``I know half of my advertising is wasted, I just don't know which half.'' A century later Al Ries said: ``If half of John Wanamaker's budget was wasted at the turn of the century, then three-fourths of the typical advertising budget is wasted today.'' Probably true, with much advertising each day going unnoticed and forgotten. How memorable are the baselines of these brands of tiles and floorings? (1 pt each)

    1. `Strength beneath your feet'            a. Pergo
    2. `Create a world of your own'            b. Sonora tiles
    3. `Not just tiles. Lifestyles'            c. Eurocon tiles
    4. `Tiles with a little imagination'       d. Somany tiles
    5. `A new way to look at floors'           e. Johnson tiles

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 for the brand. Identify the brand advertised. (3 pts each)

  1. `Finally, a battery that loves the environment'

  2. `When your customers count on you, who do you count on?'

  3. `Can't do it in life ? Do it on the Internet'

  4. `We can't promise you beautiful skin overnight. It could take two weeks.'

  5. `My girlfriends can't stop talking about their favourite discotheque. (My home)'

IV. Take Your Pick

Select the right answer. (2 pts each)

  1. Focus on passenger safety in advertising has been an unwritten taboo in the airline industry. Which major company broke this recently with ad copy that said: ``If you're over the middle of the Pacific, you want to be in the middle of four engines.''

    1. Boeing
    2. Airbus
    3. United Airlines
    4. KLM

  2. Which industry is dominated by three Danish firms Widex, Oticon and GN Danavox with a market share of over 60 per cent of the world market?

    1. False teeth
    2. Hearing aids
    3. Wigs
    4. Headphones

  3. What famous Japanese brand founded in 1951 as AIKO Denki Sangyo is an affiliated company of Sony Corporation?

    1. Sanyo
    2. Pioneer
    3. Aiwa
    4. Akai

  4. It's always a great trivia question who gets the first product of any new launch. Who got the first Ford Ikon car, launched in India recently?

    1. Subhash Ghai
    2. Leander Paes
    3. M. Karunanidhi
    4. Karishma Kapoor

  5. Still on new launches, who got the first Internet connection from India's first private sector Internet Service Provider, Satyam Infoway?

    1. Chandrababu Naidu
    2. Narasimha Rao
    3. Sachin Tendulkar
    4. Atal Bihari Vajpayee

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