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from THE HINDU group of publications
Thursday, March 16, 2000
Brand Quest | Business Line | The Hindu |

Brand Quest      (March 16, 2000)

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I. HOWZATT!

Here are some questions on famous sporting goods brands. Are you game? (4 pts each)

  1. In which category are these brands famous: Gunn & Moore, Gray- Nicolls, SG, Slazenger.


  2. Which brand, with a bird as its logo, is the world's largest manufacturer of cricket balls and has also been the exclusive supplier of hockey balls for the Olympics since 1984?


  3. Which famous brand of sports goods was once endorsed by Bill Gates?


  4. Which famous apparel company owns the brand Prince, famous for its tennis racquet and Killer Loop sunglasses?


  5. Which famous manufacturer of sports goods started as a producer of wooden flats for fishing nets in 1947, and was founded by the Japanese Minoru Yoneyama?


II. BASELINE PLAY

William Bernbach once said: ``In communication, familiarity breeds apathy.'' It is important in marketing to ensure that your ad is never over-exposed. Check out the following cigarette baselines. (1 pt each) 

    1. `Live life kingsize'                         a. Mild Seven
2. `Discover a passion'                         b. India Kings
3. `The moment you've waited for'               c. Gold Flake
4. `It's honeydew smooth'                       d. Four Square Kings
5. `Rule your world'                            e. Classic


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 most talked about four-letter experience'


  2. `The taste that gets you started up'


  3. `Big Picture. Big Sound. Kabhi dekha hai aisa TV?'


  4. `In the 21st century, India will emerge as one of the world's leading nations. And guess who will drive it there.'


  5. `It's time you wore a bra that treats you like a lady'


IV. TAKE YOUR PICK

Select the right answer. (2 pts each)

  1. In which currently running print campaign would you encounter images of Hansie Cronje, Karishma Kapoor, Steve Bucknor and Govinda?

    • Cricinfo
    • Filmfare
    • SET Max channel
    • Max Healthcare



  2. Which famous businessman appears nude in the TVC for one of his group companies?

    • Bill Gates
    • Richard Branson
    • Ross Perot
    • Hugh Hefner



  3. Which ad agency recently launched a campaign with the bold copy: `It's over for___', to stress that it was alive and kicking despite losing its biggest account, Daewoo Motors?

    • iB&W
    • Avenues
    • Equus
    • Percept



  4. Which company has been sued recently by Investsmart, an IL&FS company, for cyber-squatting with the site name www.investmartindia.com, very similar to its own Web site www.investsmartindia.com (difference being the `s')?

    • ICICI
    • Microsoft
    • Karvy Consultants
    • HDFC Bank



  5. Which chip maker recently became the first to launch a microchip with a speed of 1 gigahertz?

    • Intel
    • Apple
    • Digital
    • AMD



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