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Brand Quest      (March 02, 2001)

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I. History lesson

Check out how much you know about some famous personalities and landmarks in business history. (4 pts each)

  1. The first of the travel and entertainment cards, it was introduced in 1950 by Frank McNamar and Ralph Schneider for a $3 annual membership fee. Name it.

  2. Name Bill Gates' lesser-known classmate and business partner who founded Microsoft along with him in 1975.

  3. In 1963, he published the book Confessions of an Advertising Man, filled with self-promotion, name dropping and puffery. Later commenting on the book, he said: ``I can only plead that if I had behaved in a more professional way, it would have taken me twenty years to arrive. I had neither the time nor the money to wait.'' Name this famous author.

  4. The most successful retail branded drug in history according to the Guinness Book of Records, it recently celebrated the 100th year of its existence. Name this drug.

  5. This famous movie industry brand (and fictional character) was first created by author Ian Fleming, and later given prominence through a series of movies by producer Albert Brocolli. Name this brand/character.


Check out the following famous books on startups and venture capitalists and match them with their famous authors. (1 pt each)

    1. High Tech Start Up                          a. Michael Lewis
    2. The New New Thing                           b. David Kaplan
    3. Nudist on the Late Shift                    c. John Nesheim
    4. EBoys                                       d. Randall Lewis
    5. The Silicon Boys and their Valley of Dreams e. Po Bronson


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) advertised.
  1. `If you don't want to, you shouldn't have to, hibbety, hobbety hoo.'

  2. `Grow up to ____ Challenge. Are you going to take it?'

  3. `See how flexible we are and you could forget how solid we are'

  4. `Bob's got a guy who knows e-mail. Gene's got a guy who knows LANs. Alex's got a guy who just confuses the hell out of you. Simpler Networking, anyone?'

  5. `Bajao masti ki Ghanti'


Select the right answer. (2 pts each)
  1. Three of Europe's leading companies France's Usinor, Luxembourg's Arbed and Spain's Aceralia have merged recently to form the world's largest company in their category. Name the category.

    • Sunglasses
    • Steel
    • Aluminium
    • Medical equipment

  2. Which two consumer product companies have announced a planned merger of their fruit juice and snacks businesses to form a separate company; a merger which would create a $4 billion company?

    • Unilever & Nestle
    • Procter & Gamble with Coca-Cola
    • Pepsi with Philip Morris
    • Cadburys with Coca-Cola

  3. Which famous brand is the title sponsor for the current cricket test series between India and Australia?

    • Wills
    • Visa
    • Pepsi
    • Coca-Cola

  4. Which company is the largest manufacturer of cars in Europe?

    • Mercedes Benz
    • Volkswagen
    • Peugeot Citroen
    • Skoda

  5. Which famous beer brand in India also has a line of fashion apparel styled by designer Manoviraj Khosla?

    • Haywards
    • Fosters
    • Kingfisher
    • Zingaro

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