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Brand Quest      (May 23, 2002)

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I. IT'S A SONY

Check out how much you know about one of the world's famous brands - Sony. (4 pts each)

  1. Sony was founded in 1946. Name the famous businessman who joined Masaru Ibuka in setting up the company.



  2. Japan was a contract manufacturer for US brands in the 1950s. Sony set the new trend of launching its own brand. Which famous brand offered to buy 100,000 radios from Sony under its brand name, which was refused by the Sony founder remarking: "Fi fty years from now, I promise you that our name will be just as famous as your company name today"?



  3. What is the famous brand of personal computers marketed by Sony - a product range which has established Sony in the computer industry?



  4. What famous sub-brand of Sony is so generic to its category that the Oxford English Dictionary included the word in its 1986 edition?



  5. One of Sony's classic failures was in the VCR market, when it launched, in the 1980s, its own format against the industry standard of VHS. What was the format called?



II. BASELINE PLAY

Baselines are a classic indicator of a brand's distinctiveness. How distinctive and memorable are currently running advertising campaigns? Match the following automobile brands with their baselines. (1 pt each) 

    1. 'Get Noticed'                        a. Suzuki Alto
2. 'Refined aggression'                 b. Opel Astra
3. 'The hottest little car in town'     c.  Hyundai Accent
4. 'Expect More'                        d.  Ford Mondeo
5. 'The science of comfort'             e.  Fiat Siena



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. 'If you are not using _____ power and control equipment, surely you're using sleeping pills'



  2. 'Straight drive mein bat seedha aana chahiye and left elbow...,'



  3. 'The most highly acclaimed radio in the US is now available in India'



  4. 'The Umbrella for Indian skin'



  5. 'The man with the smooth edge?'



IV. TAKE YOUR PICK

Select the right answer. (2 pts each)
  1. As per the World Bank's World Development Indicators 2002, where is India ranked in terms of GNP based on PPP (Purchasing Power Parity)?

    • 43rd
    • 4th
    • 2nd
    • 18th



  2. Which corporate personality is the chairman of IIM-Kolkata?

    • Yogi Deveshwar
    • N R Narayana Murthy
    • Ratan Tata
    • Azim Premji



  3. Which brand of ice-cream has recently launched a range of fat-free, frozen desserts in India?

    • Amul
    • Kwality Walls
    • Movenpick
    • Domino's



  4. Which famous car company owns the sports car brand Ferrari?

    • General Motors
    • Ford
    • Fiat
    • Mercedes Benz



  5. Which sportsman partners Sunil Gavaskar in the new TV commercial for Coca-Cola?

    • Saurav Ganguly
    • Wasim Jaffer
    • Anil Kumble
    • Virendra Sehwag



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