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Brand Quest      (December 14, 2000)

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I. In the News

Check out how much you know about recent happenings in the world of international business. (4 pts each)

  1. Why was US executive Jeffrey Immelt prominently in the business news?

  2. Name the famous French media conglomerate that took over the Seagram Co and is currently looking for buyers for its liquor division?

  3. In a major cross-country Internet takeover, it was announced that France's largest Internet service provider (ISP) will takeover FreeServe, UK's largest ISP. Name the French ISP.

  4. Which company has recently acquired the Orange brand from Hutchison Telecom in Europe, and also has a stake in the BPL Mobile venture in India?

  5. Name the world's fastest growing computer operating system, which IBM has recently agreed to support to the tune of over $1 billion.


Jeff Richards, an advertising academic once wrote: ``Advertising practitioners are interpreters. But unlike foreign language interpreters, ad people must constantly learn new languages. They must understand the language of each new product and speak the language of each new target audience.'' In the new Internet world, have advertising agencies learnt to talk to consumers in their language? Match the following Internet service provider brands with the companies that market them. (1 pt each)

    1. Mantra Online      a. Sterling Infotech
    2. Powersurfer        b. Bharti
    3. TringTring         c. BSES
    4. NetKracker         d. Aptech
    5. Dishnet DSL        e. Wipro


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. `150 years. 72 countries. And Gentlemen still have only one option when they want to acquire the finest shirt'

  2. `Style speaks a single language. Bond with the best'

  3. `Until I came here I thought words beginning with `un' referred to things negative'

  4. `E=MC2. The energy you radiate is the product of your mood and the square of the velocity of your charm'

  5. `We make sure everything we put in our rooms is worth stealing'


Select the right answer. (2 pts each)
  1. General Motors recently announced that its oldest brand of automobiles, over a 100 years old, is soon going to be phased out from the market. Name the brand.

    • Buick
    • Oldsmobile
    • Chevrolet
    • Pontiac

  2. Which famous brand of sports shoes has recently been launched in India by Proline?

    • K-Swiss
    • Jordan
    • Nike
    • Fila???

  3. Which well-known brand uses the tagline, `Years behind its time'?

    • Hidesign
    • Harley Davidson
    • Johnnie Walker
    • Egypt tourism

  4. Which watch brand is endorsed by the tennis legend Pete Sampras?

    • Tag Heuer
    • Movado
    • Rado
    • Rolex

  5. Which bank was prominent in the financial news recently for its merger with ICICI Bank?

    • Centurion Bank
    • Dhanalakshmi Bank
    • Bank of Madura
    • Vysya Bank

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