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Brand Quest      (February 08, 2001)

To get answer, point at the ANSWER icon

I. Chocolate Hero

Check your knowledge on the brand that is synonymous with chocolates (4 points each)

  1. What brand symbol would you associate with Cadbury's, prominent in its packaging in the megabrand, Cadbury' Dairy Milk?



  2. Which one of the following is not a chocolate brand of Cadbury's: Boost, Double Decker, Heaven, Milk Tray, Roses



  3. In which year was Cadbury's founded ?



  4. In the TV ads for which brand of Cadbury India have Preity Zinta and Raageshwari appeared ?



  5. What brand of chocolate of Cadbury's derives its name from the village near Birmingham built by the Cadbury brothers in 1879 ?



II. BOOK PLAY

Sergio Zyman, once wrote, ``If you want to establish a clear image in the minds of consumers, you first need a clear image in your own mind. Clear message, although not easy to implement. But there are no dearth of books on branding which still try and g uide you.'' Check out the following famous books on brands - and match them with their principal authors ( 1 point each): 

    1.  The 22 Immutable Laws of Branding	a.  John Philip-Jones
2.  Building Strong Brands                  b.  Jean-Noel Kapferer
3.  What's in a Brand ?			c.   Al Ries
4.  Strategic Brand Management		d.  Paul Temporal
5.  Branding in Asia			e.   David Aaker



III. COPY TEST

Following are words picked out of the body copy of a pint ad, vice-over of a TV Commercial, or simply, a baseline for the brand. Can you identify the brand advertised? ( 3 points each)
  1. Nya zamaane ke naya suraksha



  2. The chances of being struck by lightning : 1 in 2 million. The chances of you owning this beauty : 1 in 40 million. Just thought we'd rub it in.



  3. Yeh sirf toothpaste nahi, yeh hai mouthpaste



  4. Now even your car can taste the thanda



  5. Khulja sim sim kaho, ya ____ kaho



IV. TAKE YOUR PICK

Select the right answer ( 2 points each)
  1. Which brand has launched an electric toaster designed by Ferdinand Porsche in the Indian market recently ?

    • Bosch
    • Siemens
    • Thomson
    • Braun



  2. What brand of watch made the world's first scratch-proof watch in 1962 and is also included in the Guinness Book of records for the hardest watch ?

    • Rolex
    • Omega
    • Tag Heuer
    • Rado



  3. For close to five decades, this international magazine was in black & white format and never accepted advertising. It is planning to move away from this format in March 2001 with both ads and colour introduced. Name the magazine ?

    • New Statesman
    • Mad
    • Punch
    • Rolling Stones



  4. ITC has recently diversified into retail with a planned chain of stores across in India ; the first one already in place in Delhi. What are the outlets called ?

    • Ebony
    • Lifespring
    • WillsSport
    • ClassicSport



  5. India's first interactive electronic book is being sponsored by Adobe and the book retailing site firstandsecond.com. Name its author

    • Rahul Bose
    • RK Narayan
    • Tara Deshpande
    • Shoba De



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