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Brand Quest      (September 07, 2000)

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I. Management Tomes

See how much you know about some famous business books written recently. (4 pts each)

  1. Name the author of the bookThe End of Marketing as we Know it. He was earlier the Chief Marketing Officer of Coca-Cola, and hit the headlines for spearheading the disastrous launch of New Coke in the mid-Eighties .



  2. One of the pathbreaking works about the Internet, this book was authored by Mary Modahl, head of research at Forrester Research Inc. Name the book.



  3. Adrian Slywotzky is well known for his best selling management books such as Value Migration, Profit Zone and Profit Patterns. His books were co-written with other consultants at the management consultancy he represented. Name the firm.



  4. One of the most prolific writers on branding in the last decade, his three famous works Managing Brand Equity, Building Strong Brands and Brand Leadership are acknowledged tomes on branding. Name him.



  5. What is the title of the famous book by Seth Godin, head of direct marketing at Yahoo! that outlines his new approach to the business of marketing communications?



II. BRAND PLAY

I wonder how many Indian CEOs would pass this test laid out by advertising executive Charlotte Beers, who said: ``Any CEO who cannot clearly articulate the intangible assets of his brand and understand its connection to customers is in trouble.'' Match the following liquor brands with the company that markets them in India. (1 pt each) 

    1. Diplomat               a. Jagatjit Industries
2. Bagpiper               b. IDV
3. Gilbey's               c. Shaw Wallace
4. Royal Challenge        d. McDowell's 
5. Aristocrat             e. Herbertsons



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. `101 reasons to fall in love'



  2. `Then your room was a room too! Now your bathroom is a showroom too!'



  3. `Jab ghar ki raunaq badaani ho, deewaron ko jab sajaana ho...'



  4. `2.6 million SEC AB consumers are logged on. And you're still selling your TVs on TV'



  5. `What other cars do in a cross-country rally, we do everyday.'



IV. TAKE YOUR PICK

Select the right answer. (2 pts each)
  1. Which sanitary napkin brand created a furore for its unconventional campaign with a sample sanitary napkin stuck to its ad in the Sunday Times of India?

    • Wings
    • Whisper Ultra
    • Kotex
    • Stayfree



  2. Which financial institution pioneered the introduction of photo credit cards in India and was also the first to launch global credit cards in the country?

    • Citibank
    • Standard Chartered Bank
    • State Bank of India
    • Hong Kong Bank



  3. Which successful US business was bought by Howard Schultz in 1987 from the original founders Gerald Baldwin, Gordon Bowker and Zev Siegl who set it up in 1971?

    • Oracle Corp
    • America Online
    • Pizza Hut
    • Starbucks coffee stores



  4. One of the world's most extended brands in terms of product categories, it is well known for both its musical instruments such as guitars, as well as for its famous motorcycles, among many other categories. Name this company.

    • Honda
    • Toyota
    • Yamaha
    • GE



  5. Launched in October 1992, which was India's first private, non-government television channel?

    • Sun TV
    • Star TV
    • Zee TV
    • Home TV



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