THE HINDU BUSINESS LINE
Financial Daily
from THE HINDU group of publications
Thursday, November 04, 1999
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Brand Quest

I. Powder Puff

Face it. Isn't it time to brush up your facts on cosmetic brands. (4 pts each)
  1. Which famous international company owns famous designer brands Elizabeth Arden, Calvin Klein and Karl Lagerfeld ?

  2. Which company, now estimated to be the world's No. 1 cosmetics company was founded in the early 20th century by Eugene Schueller ?

  3. With which famous brand would you associate Anita Roddick ?

  4. Which cosmetics brand name was inspired by a name of a goddess character in a French play, when JRD Tata was scouting for a name for the cosmetics brand he was planning to launch in India ?

  5. 'The skin you love to touch" - an advertising theme and slogan for a brand of beauty soap introduced in 1913 is generally considered the first sex appeal ad in the history of advertising. Name the brand.

II. Baseline Play

Young & Rubicam's copy chief Roy Whittier once said, "In advertising, the beginning of greatness is to be different, and the beginning of failure is to be the same". Very true, considering the number of undifferentiated brands in the same category. Check out the slogans of these shirt brands.(1 pt each) 

    1. 'Clearly the thinking man's choice' 		a.  Louise Philippe
2. 'Think Smart'				b.  Van Heusen
3. 'Only the best fit in'			c.  Cambridge
4. 'The Upper Crest'				d.  Indigo Nation
5. 'Power Dressing'				e.   Vivaldi

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. 'The computer has married the telephone. The telephone has married the television'

  2. 'Sabse aagey. Into the future'

  3. 'Yun chale. Pata na chale'

  4. "Heard a song by the Beatles 'Baby you can drive my car'. Just plain hated it"

  5. 'Making the sky the best place on earth'

IV. Take Your Pick

Select the right answer. (2 pts each)

  1. In the latest Forbes List of wealthiest Americans, 3 out of the top 4 richest men in USA have made their wealth from one company. Which one ?
    1. Standard Oil (Exxon)
    2. Microsoft
    3. De Beers
    4. Berkshire Hathaway
  2. Which company has recently launched a range of biscuits in India following its takeover of Nutrine confectionery ?
    1. Hindustan Lever
    2. Marico
    3. Parke Davis
    4. Sara Lee
  3. Which was the first company to release its annual report in the form of a CD-ROM and also was one of the first to quantify value of its human resource?
    1. BPL
    2. Infosys
    3. Balrampur Chini
    4. Hindustan Lever
  4. What brand logo does Ajay Jadeja sport in his bat while playing cricket ?
    1. Britannia
    2. It's blank!
    3. Titan
    4. Kingfisher
  5. Kapil Dev appears in ads for a small, lesser known brand of leather shoes. Name the brand.
    1. Tuffs
    2. K-Swiss
    3. Puma
    4. Milano

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