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Brand Quest | Business Line | The Hindu |

Brand Quest (April 26, 2001)

To get answer, point at the ANSWER icon

I. Brandstand

Check your knowledge on some famous international brands :

Known as the inventor of waterproof clothing, he is also credited with creating a new cotton garment called Gaberdine, a name which he coined based on Shakespeare writing. He has given his name to a famous brand. Name the brand.
At the age of 62, he sold his vineyard to invest in a golf equipment manufacturer in 1982. In less than a decade his name became synonymous with a premium golf gear. Name this eponymous brand.
Launched in 1921, it was the first perfume brand ever to bear a couturiers name. Name this brand which derives its sub-brand name from the creators favourite number .
In 1837, a 14_year_old boy arrived in Paris and soon gained fame with elegant designs of trunks, and was hired by Empress Eugenie as a personal dress-packer. His name has become a renowned premium brand in travel and leisure luggage industry. Name the brand.
What famous brand of Havana cigars derives its name from a character in a Alexander Dumas classic who was a cigar connoisseur ?

II. BASELINE PLAY

More than three decades ago , David Ogilvy advised clients: "Do not compete with your agency in the creative area. Why keep a dog and bark yourself?" The common reason cited by most agencies for poor ads is,``that's what the client wanted''. Clients dictate the creative process, often creating many disconnecting elements in the ad, particularly baselines, which normally stick out of an ad without a connection! Check out the following baselines and match them with the mutual funds that use them :

1.  Adding value to your investments            a.   LIC Mutual Fund
2.  Continuing a tradition of trust             b.   Kothari Pioneer
3.  We understand what you're working for       c.   HDFC Mutual Fund
4.  Helping you get what you want               d.   IL & FS Mutual Fund
5.   With you, all the time                     e.   IDBI Principal

III. COPY TEST

Following are words picked out of the body copy of a print ad, voice-over of a TV commercial, or simply is a baseline of the brand . Can you identify the brand advertised.

Bhangra pop nahi chala. Par tera ________ to chal raha hai na?
Drama mein Ajay ko lion ka role mila hai. Mujhe bandar. Khujlata rehta hoon, na. Isliye
Why you''ll never find today"s newspaper in paper. Because we"d have to print 12 tonnes of paper.
Vivaldo to Avaldo. Avaldo to... ...Pappu. And it's a goal. Rivaldo to Donaldo. Donaldo to..."
Sir, this is my third e-mail. Need to buy taps for the staff bathroom.

IV. TAKE YOUR PICK

Select the right answer ( 2 pts each)

Which insurance company has launched in India with print ads featuring the cricket pitch with fielding positions with its logo placed in the extra cover position ?
- Max NewYork Life
- Prudential ICICI
- HDFC Standard Life
- Royal Sundaram Alliance
Which company promotes the magazine focussed on photography titled, Better Photography ?
- Tata Infomedia
- Bennett Coleman
- Living Media
- Anand Bazaar Patrika
Which Indian businessman holds the record for longest serving chairperson of a corporate. He was the chairman for 53 years, from 1938 to 1991 ?
- JRD Tata
- GD Birla
- TT Krishnamachari
- Vijay Mallya
Which famous personality founded the first American insurance company in 1752, called the Philadelphia Contributionship?
- Benjamin Franklin
- George Washington
- Mark Twain
- Thomas Jefferson
What is the brandname of the first scooter manufactured in India by Automotive products of India in 1956 ?
- Vespa
- Lambretta
- Pirelli
- Kinetic

Brand Quest | Business Line | The Hindu |