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Brand Quest      (November 30, 2000)

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I. Pot Pourri

A mixed bag of questions this week. (4 pts each)

  1. What is common to the following brands: Davidoff, Ford, Harrods and Cartier?

  2. Which Hollywood production company would you associate with a roaring lion that appears at the beginning of a movie and also has the lion as an integral part of its logo?

  3. The name of which petrol company was adopted after it was generated by a computer and chosen from over 8 million three-, four-, and five-letter combinations?

  4. About what logo did its designer, Peter Scott, remark: ``We wanted an animal that is beautiful, is endangered, and one loved by many people in this world for its appealing qualities. We also wanted an animal that had impact with black and white printing to save money on printing costs.''

  5. Why was the sub-brand Macintosh adopted by Apple Computers for its range of personal computers?


George Rowell once wrote: ``The mystery of writing advertisements consists mainly in saying in a few plain words exactly what it is desired to say, precisely as it would be written in a letter or told to an acquaintance.'' Simplicity is a key in copy, and even in choosing brand names. Match the following brands of cars with the companies that will market them in India. (1 pt each)

    1. Palio               a. Honda
    2. Corsa               b. Hyundai
    3. Sonata              c. General Motors
    4. Panther             d. Fiat
    5. Accord              e. Isuzu


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. `Imagine having 1,20,000 experts to turn to every time you have a question'

  2. `What happens in offices where people come to work in starched, creased trousers? Do they stand in attention all day?'

  3. `Our health care range is almost like having a General Physician 24 hours on call'

  4. `The other day I thought, ``let's go and paint the town red.'' I like to keep re-cycling that thought'

  5. `Arijit Sen in his ``I'm-headed-for-the-third-dotcom-offer- this-week'' suit'


Select the right answer. (2 pts each)
  1. Which international computer company has recently changed its baseline from `Better Answers' to `Inspiration Technology'?

    • Sun Microsystems
    • IBM Dell
    • Compaq

  2. On what grounds has Kellogg's filed a suit against the petrol company ExxonMobil in the US?

    • Trademark infringement
    • Unauthorised use in advertising
    • Illegal takeover attempt
    • En masse recruitment from Kellogg's

  3. What is the famous private label brand on all the merchandise at the Marks & Spencer stores in the UK?

    • Stuart
    • Charles King
    • St.Michael's
    • St.Nicholls

  4. Described by Time magazine as the `TV show of the Century', it has spawned phenomenal success in merchandise sales in US. What brand are we talking about?

    • Dallas
    • The Simpsons
    • Dilbert
    • I Love Lucy

  5. Which consumer electronics company has launched a premium range of audio systems under the brand name ProFX - and has also not included the parent's name in the ad?

    • Videocon
    • BPL
    • Onida
    • Sharp

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