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Thursday, June 22, 2000
Brand Quest | Business Line | The Hindu |

Brand Quest      (June 22, 2000)

To get answer, point at the ANSWER icon

I. Windows

Login and check your knowledge on one of the world's largest software companies: Microsoft, and its famous founder Bill Gates. (4 pts each)

  1. In which year was the first graphical version of Microsoft Windows first launched?



  2. At Microsoft, which important project was code-named `Operation Chicago'?



  3. Bill Gates authored his first book on business and technology issues in 1995. What was its title?



  4. Who joined Bill Gates in the late 1970s to start Microsoft?



  5. What seven-word corporate advertising baseline was introduced by Microsoft in 1994 and is being used till date?



II. BRAND PLAY

Al Ries and Jack Trout in their book Positioning wrote: ``History shows that the first brand into the brain gets twice the long-term market share of the No.2 brand and twice again as much as the No.3 brand. And, the relationships are not easily changed.'' Check out the following hair care brands and match them with the companies that own/market them.(1 pt each) 

    1. Vatika             a. Hindustan Lever
2. Hair & Care        b. Dabur
3. Keo Karpin         c. Marico
4. Brahmi Amla        d. Dey's Medical
5. Nihar              e. Bajaj Sevashram


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. `Meri Big Super Shakti. Meri Big Suraksha'



  2. `The future of Indian Telecom. Spelled out in four letters'



  3. `To get the power to create your own space, turn the knob ...'



  4. `Sell' your friends out for Rs. 5,000!"



  5. `Improving the quality of life'



IV. TAKE YOUR PICK

Select the right answer. (2 pts each)

  1. Publicis lost out recently in its takeover bid of the Y & R Group, but has succeeded in taking over another leading ad agency. Name that agency.

    • Chiat Day
    • D'Arcy Masius Benton & Bowles
    • Saatchi & Saatchi
    • Lintas




  2. What is the brand name of the new toilet soap, based on besan and haldi (gramflour and turmeric),launched by Godrej Soaps?

    • Fairglow
    • Nikhar
    • Hasan
    • Cinthol Ayurvedic




  3. To celebrate Tide's 50th anniversary, P & G launched an innovative promotion in 1996; one which has since become a regular event. What is it?

    • `Cleanest Kid in USA'
    • `Dirtiest Kid in USA'
    • `Wash Marathon'
    • `Jay Leno endorsement'



  4. Which company has recently soft-launched Perrier, the major international brand of sparkling mineral water, in India?

    • Nestle
    • Danone
    • Hindustan Lever
    • Heinz



  5. Which FMCG company among the following has launched a Web site targeted at women?

    • Procter & Gamble
    • Hindustan Lever
    • Henkel-SPIC
    • Johnson & Johnson




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