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Brand Quest      (January 31, 2002)

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I. FOCUS

Check out how much you know about P&G. (4 pts each)

  1. Name the famous brand of tissue owned by P&G. This brand is famous for its advertising icon Mr Whipple, once polled as the third `most recognised man' in the US in the 1970s.



  2. He started out as a make-up artist for the Royal Ballet in Russia; he moved to the US in 1909 and is credited with coining the word `make-up'. Identify this man who has given his name to a famous cosmetic brand owned by P&G since 1991.



  3. Identify the odd one out: Old Spice, Pringles, Elizabeth Arden, Tide, Oil of Olay, Camay.



  4. What major organisational change in P&G, initiated in 1931 and credited to Neil McEnroy, became a trend, with other FMCG companies adopting the same organisation structure?



  5. In one of the most unique promotions in marketing history, for which brand did P&G launch the `Dirtiest Kid in America' contest in 1996?



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. Nivea                   a. Japan
2. Body Shop               b. The Netherlands
3. Apple                   c. USA
4. ING                     d. Germany
5. Bridgestone             e. The UK



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. `From Himachal to Kanyakumari. 600 million people. One mobile service'



  2. `Ek din main apne aap se mili. Aur apna bhavishya dekha. Aatmanirbhar. Surakshit. Azaad.'



  3. `More smiles per hour'



  4. `Dishum-dishum to ____ ka kaam hai na'



  5. `Didiwaali cream mein yeh baat kahan?'



IV. TAKE YOUR PICK

Select the right answer. (2 pts each)
  1. Which company is the title sponsor of the one-day international cricket series currently being played between India and England?

    • Pepsi
    • Sahara
    • LG
    • Samsung



  2. What is common to the following companies which have had large lawsuits filed against them in the past decade: 3M, US Gypsum, Halliburton, Viacom, Owens-Corning?

    • Lawsuits on the basis of racial discrimination
    • Lawsuits on the basis of sexual discrimination
    • Lawsuits for injury to health on account of asbestos usage
    • Lawsuits against corruption



  3. One of the world's largest retailers, this company with a dominant presence in the US recently announced that it was applying for bankruptcy. Name the company.

    • Wal-Mart
    • K Mart
    • Selfridges
    • Macy's



  4. Which cellular phone manufacturer has recently set up a new division, under the name Vertu, which will market super-premium cell-phones adorned with gold and platinum at prices over $20,000?

    • Ericsson
    • Motorola
    • Siemens
    • Nokia



  5. Which company\ brand was the title sponsor of the recent Femina Miss India contest?

    • Palmolive
    • Fa
    • Fairglow
    • Lux



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