Over the next month and a half corporate bigwigs from companies will take part in 'The Brand Equity Quiz 2001' which is being organised by business dail The Economic Times. The general knowledge of the participasnts will be tested and the show begins today in Bangalore. Other cities where the contest will be held include Ahmedabad, Chennai and Hyderabad. The event culminates at Mumbai on 16 December.

For the first time, the Star Network has tied up The Economic Times to show the final rounds of the event on the Star News Channel sometime in December. The Star Network views this as a way to reach further to the corporate world. Prizes on offer on the show include trips to the United Kingdom, expensive watches and computer gizmo's for IT geeks. 

Derek O'Brien will host the show and the intellectual level of the questions has attracted more than just the usual interest.

The official sponsors are Fiat, Pepsi and BPL Mobile.