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Brand Quest | Business Line | The Hindu |

Brand Quest      (December 13, 2001)

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I. BEST SELLERS

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

  1. What is the title of the latest book by Jack Trout, that details the troubled times that large corporations go through in some stage of their history?



  2. First Things First and Power-centered Leadership are famous books by which best-selling author?



  3. In which current business best-seller would you encounter Sniffy and Scurry the rats, and Hem and Haw the humans?



  4. What is the name of the best-selling management parable that draws inspiration from fishmongers in Seattle's Pike Place Market and was authored by Stephen Lundin?



  5. What is the name of the famous book written by personal finance author Robert Kiyosaki, and sub-titled, What the Rich Teach Their Kids About Money-That the Poor and Middle Class Do Not?



II. Match Play

The country of origin plays a big role in driving a brand's personality and the culture of an organisation. Check out these famous international brands and match them with their country of origin. (1 pt each) 

    1. Siemensa.            a. Switzerland
2. Rocheb.              b. Germany
3. Danonec.             c. USA
4. Electroluxd.         d. France
5. Heinze.              e. Sweden



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. `Step into watercolours by God. And suddenly you're a poet'



  2. `We have only one customer in the Sultanate of Brunei. The Sultan'



  3. `Prefer something pleasant? Watch a romantic. Because truth should forever remain stark. That's why we continue to delve into the forbidden'



  4. `Why you can sell a frost-free refrigerator to an Eskimo, but can't sell it to an Andhraite'



  5. `There are a million reasons to get on to e-mail'



IV. TAKE YOUR PICK

Select the right answer. (2 pts each)
  1. Which company owns and promotes the soap brand Margo, now extended to other skin-care products?

    • HLL
    • Henkel Spic
    • Wipro Soaps
    • TTK



  2. Bernard Arnault is nicknamed the `Pope of Fashion' for the power he wields in the fashion industry as the CEO of a leading company. Which one?

    • LVMH
    • L'Oreal
    • Gucci
    • Sears



  3. Which company is the world's largest manufacturer of mobile phones?

    • Ericsson
    • Motorola
    • Samsung
    • Nokia



  4. Which organisation was responsible for a generous donation that led to the addition of Economics, in 1969, as one of the categories in which the Nobel Prize is awarded?

    • Volvo
    • Samsung
    • Ford
    • Bank of Sweden



  5. Lafarge, Cemex and Holderbank are leading companies in which category of products?

    • Cement
    • Re-insurance
    • Welding equipment
    • Real estate



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