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Brand Quest      (March 28, 2002)

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I. THE BUSINESS BUZZWORDS

Check your knowledge on some new business buzzwords making the rounds in the corporate world. (4 pts each)

  1. What is the new economy term that is used to describe a new product or service that uses new technology, which can destroy competitors and or sometime even the entire industry?



  2. What is the marketing term which describes a new variation of a product or service, sharing the same essential characteristics as the parent, but offering a new benefit, such as flavour, size or package type?



  3. Coined during the peak of the VCR wars, what does betamaxed mean?



  4. What is Metcalfes Law?



  5. What do the following acronyms stand for: (i) BPR (ii) LTV (iii) SCM



II. MATCH PLAY

Many international brands are synonymous with the category they are present in, but are not popular in India since they have not been officially launched here. Match the following pioneering brands with the product categories they represent. (1 p t each)

    1. Bongraina. a. Airlines 2. AMP b. Shipping 3. Sabena c. Insurance 4. Bally d. Cheese 5. Maersk e. Footwear



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. You got a hot tip. You called the broker. You actually bought. You thought of selling. You actually sold. And then you blame the share market!



  2. Kuch nahin karta hai... ...uska business bilkul thanda hai.



  3. Actually I was scared of buying on the net, until I heard about ______, because it was delivered home, I checked if it worked... and only then paid for it.



  4. Pilloo beta, uncle ke liye ek pen lana.



  5. The worlds first air conditioners to clear an I.Q. Test



IV. TAKE YOUR PICK

Select the right answer. (2 pts each)
  1. Which credit card company has recently issued an affinity card targeted at workingwomen under the sub-brand Diva?

    • Standard Chartered
    • Citibank
    • HSBC
    • ICICI



  2. Whats common to: Devil Dx, Target, Neon, Queen, Miss India?

    • Original names suggested for Femina magazine brand name
    • All codewords of successful brand launches
    • All bicycles models of Hero Cycles
    • All two-wheeler sub-brands of Bajaj Auto



  3. By taking over which mutual fund company has Franklin Templeton Investments become the largest private sector mutual fund company in India?

    • Pioneer ITI
    • UTI
    • IDBI Principal
    • Cholamandalam



  4. Which Indian biscuit brand is the single largest selling biscuit in the world?

    • Britannia Tiger
    • Britannia Marie
    • Parle G
    • Parle Monaco



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