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Thursday, April 13, 2000
Brand Quest | Business Line | The Hindu |

Brand Quest      (April 13, 2000)

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I. BEHIND THE BOOKS

Check out your knowledge of some famous international publishing brands. (4pts each)

  1. If the Penguin brand is named after the famous bird, which brand derives its name from a breed of dog?



  2. Established in 1908, it began by publishing educational and general books. By the 1920s, it came to be identified for its typical light romantic novels, a trend which has continued till date. Name this famous eponymous brand.



  3. What is the brand of Penguin books specifically targeted at children called?



  4. What famous publishing house, a part of the famous Bertellsmann Group, owns publishing groups such as Bantam, Doubleday, Alfred Knopf & Ballantine publishing?



  5. Which brand pioneered the concept of paperbacks, as early as 1935, publishing ten books at an unbelievable price of 6 dimes?



II. BRAND PLAY

On the increasing trend of sales promotions, as far back as two decades ago, David Ogilvy wrote: ``The manufacturer who finds himself up the creek is the short-sighted opportunist who siphons off all his advertising dollars for short-term promotions.'' This is one trend which shampoo brands have kept away from in the recent past, with most of them heavily spending on brand- building. Check out the following famous shampoo brands and match them with the companies that market them. (1 pt each) 

    1. `Halo'                               a. Johnson & Johnson
2. `Sunsilk'                            b. Colgate Palmolive 
3. `Ultra Doux'                         c. Hindustan Lever
4. `Nizral Blue'                        d. Revlon
5. `Flex'                               e. Laboratoires Garnier


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. `Bodywear for golfaholics'



  2. `Zindagi ki laali'



  3. `Perhaps the greatest revolution in tyre history, since the wheel first turned'



  4. `Kamaal dhamaal maalamal offer'



  5. `Hai na kamaal ka dhakkan'



IV. TAKE YOUR PICK

Select the right answer. (2 pts each)

  1. Which brand of beauty care recently announced the imminent launch of products named after Bollywood actress Madhuri Dixit?

    • Lakme
    • Emami
    • L'Oreal
    • J.K.Helene Curtis




  2. Which famous international business personality was recently in the news for acquiring a stake in the Indian telecom company Himachal Futuristic Corporation?

    • Rupert Murdoch
    • Kerry Packer
    • Richard Branson
    • Masayoshi Son



  3. With an estimated $ 623 million of advertising, which brand was ranked as the largest advertiser in the US in 1999?

    • Coca-Cola
    • McDonald's
    • Pepsi Cola
    • General Motors



  4. Which famous brand of personal computers is endorsed by the TV personality Shekar Suman?

    • HCL
    • HP
    • Zenith
    • Celebra




  5. Beyond the Last Blue Mountain is the biography on which famous Indian business personality?

    • M.S.Oberoi
    • Aditya Birla
    • J.R.D. Tata
    • Bharat Ram




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