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Brand Quest      (January 18, 2001)

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I. The Seventh Heaven

Check out if you can identify these famous brands. (4 pts each)

  1. Which OTC (over the counter) brand marketed in India by Universal Medicare is synonymous with cod liver oil and cod liver oil capsules?

  2. Which brand of soft drink, concocted by CFTRI, Mysore, was introduced in 1977 to replace Coca-Cola in the Indian market after its sudden exit from India?

  3. Name the famous business book of the 1980s which introduced the 7-S strategy framework of the consulting company McKinsey & Co.

  4. Which shaving product would you link with the digit seven and what is the origin of the brandname?

  5. In a category dominated by US brands, which Japanese cigarette brand is a leader in the Far Eastern and Japanese markets?


David Ogilvy once said, ``The customer is not a moron; she is your wife.'' A sound thought which should really drive loyalty relationships for brands since customers are really the strongest strategic assets for a company! Match the following famous books on relationship marketing with their famous authors. (1 pt each)

    1.  Loyalty Effect                      a.  Stan Rapp & Tom Collins
    2.  One-to-One Future                   b.  Lester Wunderman
    3.  Maximarketing                       c.  Frederick Reichheld
    4.  Being Direct                        d.  Drayton Bird
    5.  Commonsense Direct Marketing        e.  Don Peppers & Martha Rogers


Following are words picked out of the body copy of a print ad, voice-over of a TV commercial, or simply, a baseline for the brand. Identify the brand. (3 pts each)
  1. It's the way you make me feel.

  2. Live Life Kingsize

  3. Forget candles, on our birthday we've decided to blow your mind. Introducing the First Anniversary Limited Edition ___.

  4. Your bank has moved on to the Net. Shouldn't you be moving up from overrated mid-size cars?

  5. Born in a studio, not in a factory


Select the right answer (2 pts each)
  1. Which famous consulting company changed its name to Accenture on January 1, 2001?

    • Arthur Andersen
    • Bain Consulting
    • Andersen Consulting
    • PricewaterhouseCoopers

  2. Which company owns the famous brand names Brasso, Harpic, Lizol and Woolite?

    • Reckitt & Colman
    • SmithKline Beecham
    • Procter & Gamble
    • J. L. Morrison

  3. Dare to Dream is the biography of which famous Indian business personality authored by journalist Bachi Karkaria?

    • J. R. D. Tata
    • M. S. Oberoi
    • Aditya Birla
    • Alyque Padamsee

  4. Which popular business word is derived from the Greek word meaning Art of the General?

    • Paradigm
    • Strategy
    • Advertising
    • Brand

  5. Which leading multinational company has recently announced the takeover of Ralston Purina, a world leader in pet foods?

    • Unilever
    • Nestle
    • Procter & Gamble

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