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Brand Quest | Business Line | The Hindu |

Brand Quest      (December 21, 2000)

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I. Potpourri

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

  1. What's common to the following brands: Life, Stop, Kashish and Karot?



  2. Name the Dutch publisher which is currently in the process of a takeover/merger with AC Nielsen, and also owns a majority stake in Indian research firm ORG-MARG?



  3. In a case of a bizarre product portfolio under one brand name, this company famous for its electric switches and plug points, also has a toothpaste with the same brand name and is currently planning the launch of talcum powder and hair oil. Name the brand.



  4. What's common to the following: Raga, Nebula, Fasttrack?



  5. With what offering would you associate the UK-based company Camelot, a consortium of Cadbury Schweppes, Racal and the Post Office among others?



II. BRAND PLAY

Jerry Della Femina once remarked: ``There is a great deal of advertising that is much better than the product. When that happens, all that the good advertising will do is put you out of business faster.'' Product claims in many categories are excessive to the extent that credibility of communication is sometimes in question. Match the following sub-brands of tyres with the companies that own/markets them. (1 pt each)

    1. Amazer                     a. CEAT
    2. Legend                     b. JK Tyres
    3. Endura                     c. Dunlop
    4. Ultima                     d. MRF
    5. Spectrawide                e. Apollo
    



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. `Today is the day when we cover every Indian with Joy, Hope, Freedom, Life'



  2. `Because your maid has arrived'



  3. `A touch of ___ adds comfort, fit and freedom of movement to great clothes, and something more to you'



  4. `____ brings you the world's first ever internet television.'



  5. `Your next texture... Your next fabric'



IV. TAKE YOUR PICK

Select the right answer. (2 pts each)
  1. Which Indian businessman has been named Business India's `Businessman of the Year' for the Year 2000?

    • Rahul Bajaj
    • Azim Premji
    • Narayana Murthy
    • Venugopal Dhoot



  2. Hindustan Lever, is India's largest ad spender. Which company according to the latest A&M report is the second largest ad spender in the country?

    • ITC
    • Maruti Suzuki
    • Nestle
    • Colgate-Palmolive



  3. Name the first non-banking financial institution in India to launch a credit card, with American Express merchant network, recently?

    • Kotak Mahindra
    • Peerless Finance
    • Tata Finance
    • Sundaram Finance



  4. Which multinational company, the world's largest pet foods manufacturer recently launched Pedigree, a brand of puppy food in India?

    • Sara Lee
    • Mars
    • Pepsi
    • Unilever



  5. With which Indian company/group has the world's leading insurance provider AIG joined to offer insurance services in the country?

    • Tatas
    • Birlas
    • ICICI
    • HDFC




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