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Brand Quest      (August 31, 2000)

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I. Tycoon

Check your knowledge on the `big' names behind some of world's greatest brands. (4 pts each)

  1. He started the company Laugh-O-gram in 1922 to make short animated films, but wound up operations in less than seven years. Undaunted, he continued in his pursuit and went on to set up one of the world's largest media empires. Name him.

  2. He started his working career as a chef, later as a salesman for cooking stoves, and entered the world of advertising only in his late thirties, but soon became a legend in the ad world. Name him.

  3. A milk-shake machine salesman in the 1950s, he was so impressed with the operations of one of his largest clients, brothers who ran a drive-in restaurant, that he joined them and soon bought over their operations. Name this famous businessman and the fast-food brand he created after this takeover.

  4. In 1899, at the age of 36, he quit Edison Illuminating Co to join the Detroit Automobile Co, but the company folded without a single car being produced. He survived to become one of the world's best known businessmen. Name him.

  5. Born in 1955 in Seattle, he dropped out of Harvard in 1975 to pursue his business in the fledgling area of computer software. He went on to become one of the legends of the modern era. Name him.


Bill Bernbach, on the need for honesty in advertising, once said: ``No matter how skillful you are, you can't invent a product advantage that doesn't exist. And if you do, and it's just a gimmick, it's going to fall apart anyway.'' It is important in advertising to be truthful about the product's capabilities for long-trem brand success. Match the following OTC brands with the company that markets them in India. (1 pt each)

    1. Thirty Plus          a. Knoll
    2. Seven Seas           b. Ajanta Pharma
    3. Calcium Sandoz       c. Heinz
    4. Digene               d. Novartis
    5. Glucon D             e. Universal Medicare


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. `On roads like these, if your teeth chatter, reduce the air conditioning'

  2. `Jab sadharan snaan se na bane baat'

  3. `Those who compete with themselves cannot be overtaken'

  4. 'Kapdon mein nayee jaan dal de'

  5. `Now, how fast are we disbursing money? Let's just say, our nearest competitor happens to be Kaun Banega Crorepati'


Select the right answer. (2 pts each)
  1. Which tyre brand is in the midst of a controversy in the US following recall of Ford cars on the grounds of unsafe radial tyres of this brand?
    • Goodrich
    • Firestone
    • Goodyear
    • Michelin

  2. With cricketers suddenly out of favour, which company's TV commercial features Sachin Tendulkar in a double role, one an original and the other a duplicate?
    • Pepsi
    • Boost
    • Adidas
    • Visa

  3. Which mobile service provider celebrated the acquisition of 400,000 subscribers since it launched its service in India, and claimed the position of `Leader of the Wirefree World'?
    • Bharti Airtel
    • Orange
    • RPG Cellular
    • BPL Mobile

  4. Which currently running TV commercial is a take-off on the gambling scene of the epic Mahabharat?
    • Aiwa
    • Akai
    • Videocon
    • Pepsi

  5. Which consumer durable manufacturer has launched the *aap banenge crorepati sales promotion campaign celebrating the achievement of a five-crore user base in India?
    • Videocon
    • BPL
    • Philips
    • Akai

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