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Brand Quest      (May 03, 2001)

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I. PotPourri

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

  1. Which casual wear brand was founded by Indian tennis players Rajesh and Rajiv Batra, in 1983, reportedly after they found that they could not get good quality T-shirts in India?



  2. Which international bank has embarked on `Project Millennium'' aimed at getting 1 billion customers across the world by the year 2010?



  3. Which Indian business personality is associated with the book Managing Radical Change, co-authored with management thinker Sumantra Ghoshal?



  4. What packaging change has been introduced by Nestle for its mineral water brand Perrier, a brand known for half a century for its distinctive glass bottle?



  5. Minoru Yoneyama started this company in 1947, making wooden floats for fishing nets. Today, this company is synonymous with high quality sports equipment, particularly badminton rackets, a market the company dominates. Name the brand.



II. BASELINE PLAY

Leo Burnett once said: ``Too many ads that try not to go over the reader's head end up beneath his notice.'' Check out the following baselines and match them with the car brands that use them. (1 pt each) 

    1. `Break Free'                         a. Toyota Qualis
2. `Challenge Boredom'                  b. Fiat Siena
3. `It's Special'                       c. Maruti Wagon R
4. `Take Control'                       d. Tata Sierra
5. `It's not owned. It's possessed'     e. Mahindra Bolero



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) advertised.
  1. `The remote control for every _____ system comes with one extra button. To touch your heart'



  2. `Come on everybody run, run, run, run. Join the revolution. Now the price of freedom is just Rs 65'



  3. `You are having a recurring dream that your network is chasing you. Simpler networking, anyone?'



  4. `Like her, more people buy ____ than any other womens magazine. India's largest women's magazine'



  5. `Roads change. Values don't'



IV. TAKE YOUR PICK

Select the right answer. (2 pts each)
  1. About what brand/product is Mahatma Gandhi reported to have remarked, ``One of the few useful things invented''?

    • Singer sewing machines
    • Ingersoll watches
    • Caterpillar tractors
    • Ford cars



  2. Which company owns the famous cigarette brand Marlboro?

    • RJ Reynolds
    • Philip Morris
    • Tricon
    • BAT (British American Tobacco)



  3. You've heard of the baseline `Solutions for a Small Planet'. Which brand used the slogan `Solutions for the Surge economy' recently?

    • Microsoft
    • Intel
    • Sun
    • Oracle



  4. Which advertising agency is promoted by the Reliance group?

    • RK Swamy
    • Clarion
    • Mudra
    • Pressman



  5. In which TVC currently on air would you encounter an election contest between two college students, Rohit and Tina?

    • Sprite
    • Pears
    • Coca-Cola
    • Pepsi



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