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Brand Quest      (June 20, 2002)

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I. THE AGENCY

Check your knowledge of some famous ad agencies and their networks. (4 pts each)

  1. Cheil Communications is the largest ad agency network in Korea. Which famous company owns it?



  2. Dentsu is the most well known advertising group with origins in Japan. Name the second largest ad agency group from Japan - which is also among the top 10 agency networks in the world?



  3. Which advertising agency set up in the 1930s (now merged into a larger agency) originally derived its name when it started life as an internal advertising division of Unilever?



  4. Which famous advertising group owns the advertising agencies Lowe, McCann Erickson and the FCB group?



  5. What does WPP stand for in the famous WPP group which owns the leading agencies J Walter Thompson, Ogilvy & Mather and Young & Rubicam among others?



II. BRAND MATCH

To what extent are brands identified with their country of origin? Some have a distinct link to the the personality of the country they come from, some don't. Match the following international brands with their country of origin. (1 pt each) 

    1. Marlboro                             a. The UK
2. Olivetti                             b. The US
3. Olympus                              c. Italy
4. Omega                                d. Japan
5. Standard Chartered Bank              e. Switzerland



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. 'To say thank you to someone you owe everything to, you can't just say, "Thank You".'



  2. 'The stylish new ______ .What the well-groomed will be seen in this season'



  3. 'Discover the 5,000 year-old ayurvedic secret to fairness. With the magic of these 16 ingredients'



  4. 'Thanda peeko nikal gayi... mere ko pyaasa chod gayi'



  5. 'Good nutrition never tasted so good'



IV. TAKE YOUR PICK

Select the right answer. (2 pts each)
  1. What watch brand, strongly associated with sports, has been the official timekeeper for Formula One racing since 1992?

    • Rolex
    • Swatch
    • Tag Heuer
    • Omega



  2. Which multinational company has launched a brand of atta in the Indian market under the brandname Aashirvaad?

    • Hindustan Lever
    • Nestle
    • ITC
    • Cargill Foods



  3. One of the world's most famous brands in its category, Stolichnaya was recently launched in India. What is Stolichniya?

    • Toys
    • Cigar
    • Brand of vodka
    • Energy drink



  4. Rooh Afza, the sharbat concentrate is one of most enduring Indian brands. Which company owns the brand?

    • Hamdard
    • Dabur
    • Cipla
    • Manikchand



  5. What's common to the following sporting superstars Anna Kournikova, David Beckham and Kobe Bryant?

    • All endorse the Rolex watch brand
    • All endorse Adidas shoes
    • All are married to famous pop stars
    • Are the highest paid stars in their sport



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