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Thursday, December 23, 1999

Brand Quest | Business Line | The Hindu |

Brand Quest      (December 23, 1999)

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I. It's a Sony!

It started out in a bombed out department store as Tokyo Tsushin Kogyo (Tokyo Telecommunication Engineering Corp) and today is one of biggest brands in the world. Check your knowledge on the world of Sony. (4 pts each)

  1. Akio Morita was the more famous of the two founders of Sony Corporation. Name the other.

  2. In 1973, Sony was given the Emmy Award for a specific contribution to the television world. What was it?

  3. Sony has exhibited a continuous trend of innovation through its history. In which years did the following innovations take place (a) Introduction of the Walkman (b) Launch of the Sony Playstation (c) Introduction of the world's first pocket transistor?

  4. What product or service of Sony is its money spinner, currently contributing to over 40 per cent of its profits?

  5. In the mid-1980s, Sony lost out in a protracted marketing war over the format of the home video recorder which was won by the VHS format. What was the Sony format called?

II. Baseline Play

In a 1984 book Michael Schudson wrote, ``Advertising is much less powerful than advertisers and critics of advertising claim, and advertising agencies are stabbing in the dark much more than they are practicing precision microsurgery on the public consciousness.'' Very true, considering that most advertising is customer acquisition-oriented while the business requirement may be customer loyalty related! Match the following brands with their baselines. (1 pt each)

    1. `Connecting people'                              a. France Telecom
    2. `Let's build a smarter world'                    b. Lucent Technologies
    3. `We make things that make communication work'    c. AT&T
    4. `It's all within your reach'                     d. Telstra
    5. `Think beyond technology'                        e. Nokia

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. `The 8th Secret of highly successful people'

  2. `Kuch paana hai, kuch kar dikhaana hai'

  3. `Keep the conversation going.Share the knowledge'

  4. `Yeh brush too much, Sapne kare such'

  5. `It's Japan's largest selling car'

IV. Take Your Pick

Select the right answer.(2 pts each)

  1. Which watch brand has been endorsed by Audrey Hepburn and Humphrey Bogart in the past and is currently endorsed by Aishwarya Rai in India?

    1. Timex
    2. Audemars Piguet
    3. Tissot
    4. Longines

  2. With which famous brand would you associate the icon of `Striding Man'?

    1. Marks & Spencer
    2. Johnny Walker whisky
    3. Prudential Insurance
    4. Midland Bank

  3. Which company pioneered the 3.5 inch micro floppy disk thus replacing earlier bulkier and less safer 5.3 inch floppies?

    1. Siemens
    2. IBM
    3. 3M
    4. Sony

  4. Which category or brand name among the following is derived because of the miserly nature of the people of the country?

    1. Scotch Tape
    2. Danish Pastry
    3. Swiss Knife
    4. Irish Coffee

  5. In the detergent industry there have been many instances of non-competing brands of apparel, washing machines and so on endorsing the detergent brand. Which HLL brand appears as an endorsement for Surf Excel in the current TV commercial?

    1. Axe
    2. Lux
    3. Lakme
    4. Pond's

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