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Brand Quest | Business Line | The Hindu |

Brand Quest (January 11, 2001)

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I. The Copier Quest

Check your knowledge on some famous brands in the office automation market. (4 pts each)

Which company was founded by Kiyoshi Ichimura in 1936 as Rikene Kankoshi and adopted its famous name in 1963 after its Ohmori plant was established the previous year?
Which famous office automation company, the leader in its category, has been staving off rumours that it is on the brink of bankruptcy in the US market?
Although photocopying is synonymous with Xerox so much so that the brand has almost become generic, it is not the market leader in the category. Name the world's No.1 in the copier market.
A famous name in the international office automation products market, this unlikely name for a Japanese brand was adopted by Nippon Sewing Co. in the 1930s. Name this company which is relatively unknown in India.
Founded by Hisashige Tanaka in 1875, this company was called Tokyo Shibabaru until it changed its name in 1978 to its current popular name. Name this company that celebrated its 125th year in 2000.

II. BOOK PLAY

David Ogilvy once said, ``It has taken more than a hundred scientists two years to find out how to make the product in question; I have been given thirty days to create its personality and plan its launching. If I do my job well, I shall contribute as much as the hundred scientists to the success of this product.'' Very true, since even the best products could get waylaid with poor advertising! Check out the following famous books on Internet marketing and match them with their famous authors. (1 pt each)

1.  Customers.com                       a.  Seth Godin
2.  eBrands                             b.  Adrian Slywotzky
3.  How Digital is your Business ?      c.  Mary Modahl
4.  Permission Marketing                d.  Patricia Seybold
5.  Now or Never                        e.  Phil Carpenter

III. COPY TEST

Following are words picked out of the body copy of a print ad, voice-over of a TV commercial, or simply, a baseline. Identify the brand. (3 pts each)

In a year when the scooter market was going down, scooter technology was going through the roof.
Every once in a while, let the world revolve around you. Just add ___ to your life.
Ek dum scientific hai. 100 per cent.
Need more width? Introducing the Internet connection with maximum bandwidth.
Not just thunderous, but wondrous.

IV. TAKE YOUR PICK

Select the right answer. (2 pts each)

One of the most memorable advertising lines in the history of advertising, `Be all that you can be' is expected to be changed soon with the change of the ad agency. Name the brand/organisation?
- US Army
- Microsoft
- CIA
- US Government
Which famous retail store was founded in 1969 to retail only blue jeans (and nothing else) by Donald Fisher, inspired by his personal bitter experience in buying jeans?
- The Gap
- Banana Republic
- Wal-Mart
- Wrangler Town
Which leading corporate executive is known for his books, High Output Management and Only the Paranoid Survive ?
- Jack Welch
- Lou Gerstner
- Andy Grove
- Sergio Zyman
One of the early pioneers of the mail order business, it was founded in 1893 in Chicago and produced the first of the large- scale catalogues in 1895 consisting of 532 pages. Name this pioneering retailer synonymous with large-scale retail formats and catalogues?
- Gap
- Sears, Roebuck & Co.
- Marks & Spencers
- Wal-Mart
Which company has got the government approval for launch of its anti-impotence drug Coverta in India, its version of Pfizer's Viagra?
- Cadila
- Dabur
- Ranbaxy
- Wockhardt

Brand Quest | Business Line | The Hindu |