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Brand Quest      (October 26, 2000)

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I. The Numbers Game

Check your knowledge on brands that use numbers in their names, trademark or ad baseline. (4 pts each)

  1. How is the Minnesota Mining & Manufacturing Company better known as?



  2. Which company, founded in 1979 by Bob Metcalfe the principal inventor of Ethernet, adopted a name that indicated its focus on communication products for consumer and commercial markets?



  3. Which brand of Scotch whisky derives its name from an old Scottish legend which says that when you sip a good Scotch whisky, you hear a piper play?



  4. Which television channel, better known in India for its cricket telecasts out of Australia, has recently launched operations in India with a time-sharing agreement with Doordarshan?



  5. Which brand would you associate with the advertising icon Fido Dido?



II. BRAND PLAY

The American author F. Scott Fitzgerald wrote: ``Advertising is a racket, like the movies and the brokerage business. You cannot be honest without admitting that its constructive contribution to humanity is exactly minus zero.'' Match the following brands of jams and pickles with the companies that market them. (1 pt each) 

             
 1. Tify                         a. Hindustan Lever
 2. St. Dalfour                  b. Global Green
 3. Sil                          c. Weikfield
 4. Maggi                        d. Marico
 5. Kissan                       e. Nestle



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. `How far away is a microwave that will search the world for your favourite recipes, download and store them and even cook at the touch of a button?'



  2. `Your son left home to earn a living overseas. Show him the way to earn more dollars'



  3. `___ agarbathi aur kissi agarbathi se 30 per cent zyaada aur bhadiyya khooshboo dethi hai'



  4. `It riding. You soching'



  5. `Time changes everything. Except a ____'



IV. TAKE YOUR PICK

Select the right answer. (2 pts each)
  1. Which brand of jeans, claims to be `so tough' that it is the 'only official jeans of the Professional Rodeo Cowboys Association' in its ads?

    • Levi's
    • Newport
    • Wrangler
    • Lee



  2. Yuvraj Singh, the new sensation in Indian cricket, has already been featured in print ads for a famous sports shoes and apparel brand. Name the brand.

    • Adidas
    • Proline
    • Reebok
    • Nike



  3. Which company sued Amazon.com last year after it recruited its IT Chief Richard Dalzell and part of his team on grounds of stealing trade secrets?

    • Barnes & Noble
    • Wal-Mart
    • Sears
    • General Electric



  4. Cosmopolitan magazine in its fourth anniversary issue in India featured an Indian model on its cover for the first time since its launch in India. Name the model.
    • Lisa Ray
    • Malaika Arora
    • Lara Dutta
    • Sheetal Malhar



  5. Who was ranked No.1 in the recent Fortune list of the 50 Most Powerful Women in US Business?
    • Oprah Winfrey, TV Host
    • Carly Fiorina, CEO, Hewlett Packard
    • Rebecca Mark, formerly of Enron
    • Hillary Clinton, First Lady



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