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Brand Quest      (July 26, 2001)

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I. They Invented It

Check your knowledge on some famous inventions that have impacted business over the years. (4 pts each)

  1. With which invention made in 1851 and relating to processed food would you associate the American Gail Borden?



  2. In 1851, he pioneered commercial news transmission, particularly on the trans-Atlantic route, through a combination of carrier pigeons and the newly evolved telegraph medium. Name him.



  3. Who, in the early 1850s, invented the safety system for elevators which revolutionised the elevator market?



  4. Which famous American invented the bifocal lens in the late 1700s; an invention which revolutionised the optics market?



  5. Which famous pair of brothers were the first to fit a motor vehicle with tyres with inner tubes in 1885; a name today synonymous with automobile tyres?



II. Two's Company

Check out the following automobile brands and match them with the car sub-brands that have either been launched recently or are in the pipeline. (1 pt each) 

    1. Hyundai                 a. Mondeo
2. Honda                   b. Lancer
3. Mitsubishi              c. Sonata
4. Maruti                  d. Accord
5. Ford                    e. Every



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. `Human body mein kitne bones hote hain? Hai koi jawab?'



  2. `Now you can go out and connect to life. Why don't you?'



  3. `Every bit is pure music'



  4. `How do we measure success? May we suggest starting with 16 inches to an inch'



  5. `17, 18, 19, 20. 20 coffees please. And 20 bills'



IV. TAKE YOUR PICK

Select the right answer. (2 pts each)
  1. Which advertising group has recently set up Magna Global as a stand-alone media negotiating company for all the group's ad agencies?

    • WPP
    • True North
    • Havas
    • InterPublic group



  2. Which company has launched greeting cards under the sub-brand `Expressions' in a seemingly unrelated diversification from its current business?

    • ITC
    • Taj Hotels
    • Hindustan Lever
    • Rediff.com



  3. Which diversified sports brand is endorsed by Goran Ivanisevic and was also sued recently by tennis champion Martina Hingis on the grounds that she was forced to withdraw from several tournaments in 1998 and 1999 because its shoes hurt her feet?

    • Nike
    • Sergio Tacchini
    • Reebok
    • LA Sport



  4. Which company has been in the centre of a controversy, following UTI's purchase of its shares at unrealistic prices, which resulted in the arrest of the former UTI Chairman?

    • Cyberspace
    • Zee
    • Nishkalp Investments
    • Global Telesystems



  5. Which was the first building in the world to have an air cooling system as early as 1837?

    • The White House
    • The New York Stock Exchange
    • The British Parliament
    • Buckingham Palace



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