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Brand Quest | Business Line | The Hindu |

Brand Quest      (March 15, 2001)

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I. SHORT TAKES

Check your knowledge of some acronyms used in business. (4 pts each)

  1. You've probably heard of the ICE (Information, Communications, Entertainment) industries. What are the TIME industries?



  2. What does `com' in `dotcom' stand for?



  3. What is the expansion of the following company names: a. LG b. BPL



  4. What is the full form of NASSCOM, the high-profile IT industry body?



  5. What is the full form of WPP, the advertising conglomerate which owns leading advertising agencies including Young & Rubicam, J Walter Thompson and Ogilvy and Mather?



II. BOOK PLAY

Norman Schwarzkopf, the US army general once said: ``Leadership is a potent combination of strategy and character. But if you must be without one, be without the strategy.'' There are many theories of leadership, and the books on and by great business leaders are very enriching reading. Check out the following famous biographies/autobiographies and match them with the famous Indian businessmen on whom they are based. (1 pt each)

    1. Beyond the Last Blue Mountain                a. M.S. Oberoi
    2. Bite the Bullet                              b. T. Thomas
    3. Dare to Dream                                c. Alyque Padamsee
    4. To Challenge & to Change                     d. Ajit Haksar
    5. A Double Life                                e. J.R.D. Tata
    



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. `I eat, sleep, chat and live on the Net. Mera Lifeline. _____'



  2. `Known fact: Software companies are highly profitable. Little Known Fact: We help them save upto 25 per cent on their electricity bills'



  3. `Turning a hinterland into a hub for the future'



  4. `Asli taazgi, asli mazaa'



  5. `Sabhi ke liye, sab kuch'



IV. TAKE YOUR PICK

Select the right answer. (2 pts each)
  1. Which former cricketer was prominent in the news recently for the launch of an event management company?

    • Bishen Singh Bedi
    • Sunil Gavaskar
    • Vivian Richards
    • Mohammed Azharuddin



  2. ITC has removed its Wills logo from the Indian cricket team's gear in response to the proposed ban on cigarette brand sponsorship of sports activities. What brand has replaced Wills on the cricket gear?

    • Welcomgroup hotels
    • Kingfisher
    • Sunflower
    • Adidas



  3. What's common to the following brands: Wedgewood china, Weight Watchers and Charles Schwab?

    • All owned by Nestle
    • Endorsed by Sarah Ferguson, Duchess of York
    • All endorsed by Lady Diana
    • All celebrated 100 years of existence



  4. Which Indian company has acquired the sole-licensee status for the cartoon character Popeye in India, and has launched a range of products for children?

    • Parle
    • Titan
    • Pizza Corner
    • Rediff.com



  5. In one of the most exciting teaser campaigns in recent times, which brand used the fictional character Digen Verma to relaunch its brand?

    • Bisleri
    • Frooti
    • Apple computers
    • Onjus




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