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Thursday, February 24, 2000
Brand Quest | Business Line | The Hindu |

Brand Quest      (February 24, 2000)

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I. ROOTS

Many international brands derive sustenance from their country of origin. Can you trace the roots of some of these? (4 pts each)

  1. Which company is reputed to have created the original Swiss Army knife over a century ago, in 1897?



  2. In which country was Kiwi boot polish first marketed?



  3. What was first introduced by John McLaughlin, a chemist from Toronto, in 1904 after he greatly improved upon the colour and flavour of existing root beers?



  4. Swatch was the brand which brought Switzerland strongly back into the watch market, particularly in the popular segment. But its name was not created as a short form of `Swiss watch' as is commonly believed. So how is the name derived?



  5. The fruit was known as Chinese gooseberry till this country adopted it in the mid-1950s and aggressively promoted it after renaming the fruit. How do we know this fruit today?



II. BASELINE PLAY

Raymond Rubicam, one of the legends of advertising and founder of Young & Rubicam, once said: ``A lot of people writing copy for advertisements should be digging sewers.'' Strong words those, but one tends to agree that copy in ads can definitely improve. Check out the baselines of these travel companies. (1 pt each) 

    1. `Add more to your world'                             a. Thomas Cook
2. `You look at the world. We look after you'           b. TCI
3. `All fun. No tension. Paisa vasool'                  c. Raj Travels
4. `India's finest tour operator'                       d. SOTC
5. `Nobody has anything better'                         e. Cox & Kings


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. `Introducing a way, way, way, way, way, way, way, way better e-business server'


  2. `We use technology to far-reaching effect. Making it easier to get a bucket of water, for instance'



  3. `Too tasty to give up'



  4. `Swad jo beheka de'



  5. `When the world is entering 2000, we're going back to 1996.'



IV. TAKE YOUR PICK

Select the right answer. (2 pts each)

  1. In which current TVC would you see actors Salman Khan and Sunil Shetty?

    • Provogue shirts
    • Coca-Cola
    • Thums Up
    • Colgate toothpowder




  2. Which company manufactured the bullets in the mid-19th century that were said to contain animal fat, said to have triggered India's First War of Independence in 1857?

    • Unilever
    • Tata Sons
    • Enfield
    • Leyland




  3. Moore's Law on computing power is now ubiquitous and famous. An increasingly popular law of the present IT age is Metcalfe's Law, which states that the utility of any network rises with the square of the number of people using it. What is Metcalfe's other claim to fame?

    • He is CEO, Sun Microsystems
    • He founded Cisco Systems
    • The first IT researcher to be awarded a Nobel Prize for physics
    • He founded 3Com




  4. Which current TVC shows a funeral procession going to bury vanilla ice cream?

    • Le Bon low-fat cheese spread
    • Amul Millennium ice cream
    • Walls Cornetto Ole
    • Vadilal vanilla



  5. What was recently launched with much fanfare with the baseline `The Business Internet starts here'?

    • Windows 2000
    • www.indiamarkets.com
    • Sun Microsystems
    • Mantra Online




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