Strategic Brand Management Interview Questions & Answers

Strategic Brand Management Interview Questions & Answers
  1. What Is Brand?

    Answer :

    A brand is a name, term, sign, symbol or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition. For example, Coke, Nestle and Microsoft are well renowned brands. In technical speaking whenever a marketer creates a name logo symbol he or she has created a brand.

  2. What Is A Brand? Explain Importance Of Brand Management?

    Answer :

    A brand is the set of product or service attributes imbibed in the consumer’s mind in the form of a name, symbol, logo, design and trademark. The importance of brand management is:

    • Product differentiation from competitors
    • Building corporate image
    • Creating bundle of benefits for different product categories
    • Attract and retain the most loyal customers .

  3. What Is Brand Positioning?

    Answer :

    Brand positioning is a process in which marketers would like to occupy the rational space in the minds of the target customers against competition.
    The following are the basis for positioning a brand:

    • Target audience
    • Frame of reference
    • Point of differentiation
    • Reasons.

  4. What Are The Components Of Brand Positioning?

    Answer :

    The components of brand positioning are :

    • Target audience
    • Category/Industry/Market
    • Unique selling proposition .

  5. What Are The Main Responsibilities Of A Brand Manager?

    Answer :

    The major responsibilities of a brand manager are:

    • To oversee the overall performance of the brand and will be a single point of contact for overall profitability of the brand on a whole.
    • To involve from budgeting to product development inclusive of pricing, packaging, promotion to enhance brand image of the company.
    • To design market research studies with MR agencies and utilize the results to take better business decisions regarding market assessment of the company’s products.
    • To be involved with ad agencies to coordinate advertising, event management and marketing communication activities.
    • And also, be familiar to handle overseas operations and willing to travel overseas in short notice.

  6. What Do You Feel Is The Potential For Brand Management?

    Answer :

    The potential for brand management will help the company to promote its image in the society, differentiate its offerings from competitors, devise marketing communication activities, protect its product features legally etc.

  7. Assume You Are A Brand, Describe Your Strengths And Weaknesses?

    Answer :

    • My strengths are good communication, analytical and client servicing skills and flexibility to any kind of environment.
    • My weakness is diversified concentration.
    • I position as a brand by means of catering to the mass market (Flexibility) with assortment of product categories (diversified concentration) across geographies (flexibility) with high quality product standards to the consumers.

  8. What Is Marcom?

    Answer :

    Marcom is an acronym for “Marketing Communication”. It is a kind of promotional tool using different media like print, radio, television, direct mail, internet to reach target audience for creating awareness about any product/service in the market place.

  9. What Are The Responsibilities Of A Person Working In Marcom?

    Answer :

    The various responsibilities of a person working in Marcom are as follows:

    • Crafting an effective communication messages to the target audience and implementing the same using different media starting from Internet to newsletter.
    • Media management and measurement
    • Liaison with creative agency
    • Designing marketing collaterals
    • Sourcing vendors and vendor management
    • Managing market research assignments
    • Web content and corporate website management
    • Training & Development
    • Organizing conferences and other product launch events
    • Active participation in exhibitions/tradeshows and
    • Meeting public relations requirements.

  10. What Are The Tools To Communicate With Your Target Audience?

    Answer :

    The following are the various tools used to communicate with the target audience:

    • Company newsletters
    • Journal article
    • Conference
    • Trade shows
    • Exhibitions
    • Product brochure
    • Word of mouth
    • Direct mail
    • Internet
    • TV
    • Local/regional/national newspaper
    • Magazine
    • Radio etc.

  11. What Role Do Events Play In Marcom?

    Answer :

    The events play the following role in Marcom:

    • The communication messages are circulated to the mass people irrespective of segments i.e. wide reach
    • Lower costs
    • Increases corporate and brand image
    • In-depth insights about target audience
    • Global exposure for the new products/services.

  12. What Are The Steps To Participate In Event Like Exhibition Or Tradeshow?

    Answer :

    The following are the steps taken to participate in an event like exhibition or trade show:

    • Identifying the participation of target audience and know-how of the events
    • Negotiate stall rates with the organizing partner and finalize
    • Evaluate the feasibility of internal events budget to justify the participation
    • Prepare a blue print highlighting the outcomes and measurable objectives out of participating in this event
    • Getting a formal approval from the authorities to sign off
    • Prepare the marketing collaterals and negotiating the contract with vendors sourcing it
    • Creating checklists of all the items to be sent to the organizing event spot/place/location
    • Allocate required manpower to support the company’s stall
    • Working out the logistics plan on a whole
    • Train the employees in customer service skills to enhance the maximum footfalls in the stall
    • Collect the customer’s information like name, address, phone number, email id etc. for CRM
    • Measure and monitor the effectiveness of the event using simple feedback surveys
    • Document the happenings during the event partipation to overcome the gaps for future events in order to get the maximum out of it.
    • Last but least, showcase the events participation with help of media planning for wider reach by means of product review, press release both online and offline etc.

  13. How Would You Use Online Media For Your Marcom Activities?

    Answer :

    Using online media for Marcom activities is to ensure the maximum reach of the target audience at lower costs and results in increased consumer engagement. And also, it is easy to monitor and measure the results of online media usage. Internet is considered to be the one of the most effective tool in today’s competitive business world.

  14. How Would You Get Your Pr Across To People?

    Answer :

    One of the main responsibilities of a Marcom person is to ensure the organization and product/brand image to be good in front of the eyes of the consumers. On a timely basis, PR should be used to create awareness to the public in relation to the events happening in the company such as new product launch, product relaunch, sponsoring consumer events, participation in trade shows and exhibitions etc.

  15. How To Judge The Effectiveness Of Your Marcom Activities?

    Answer :

    • Reach
    • Frequency
    • Increase in sales
    • Improving the company image
    • Brand and advertising awareness
    • Cost per thousand
    • Change in market share etc.

  16. Which Type Of Vendors Would You Need To Deal With For Your Marcom Activities?

    Answer :

    The following are the type of vendors to deal with Marcom activities:

    • Web designing company
    • Creative agency
    • Printing press vendor
    • Advertising agency
    • Public relation agency
    • Digital media partners etc.

  17. Tell Us Something About Brand Positioning?

    Answer :

    Positioning is the act of designing the company’s offering and image in target consumers mind.

  18. What Is The Difference Between A Brand And A Product?

    Answer :

    While brand is a name, term, symbol, design or logo, product is of an identifiable generic nature object.

  19. What Are The Major Areas, Concerning Managing Brands? What Is The Negative Impact Of Brand Management In The Company?

    Answer :

    The major areas of concern for a company

    1. To brand or not
    2. Cost and benefit of developing brand equity
    3. Brand strategy
    4. Brand repositioning

    Negative impact of brand management portrays a Turf mentality among brand managers leading to cannibalization of a few brands and Sub optimal utilization of resources.

  20. What Is An Integrated Multiple Channel Brand Strategy? Explain With An Example?

    Answer :

    A brand has to be communicated to specific target consumers. Integrated multiple channel brand strategy uses a number of channels utility for this purpose. Care should be taken to have uniformity or consistency in messages along with subtle fine—tuning depending on the specific segment targeted.

Brand Equity In Question What Is A Brand? Differentiating Between Brandassets, Strength And Value Tracking Brand Equity Goodwill: The Convergence Of Finance And Marketing How Brands Create Value For The Customer How Brands Create Value For The Company Corporate Reputation And The Corporate Brand Strategic Implications Of Branding What Does Branding Really Mean? Permanently Nurturing The Difference Brands Act As A Genetic Programme Respect The Brand ‘contract’ The Product And The Brand Each Brand Needs A Flagship Product Advertising Products Through The Brand Prism Brands And Other Signs Of Quality Obstacles To The Implications Of Branding Brand And Business Building Are Brands For All Companies? Building A Market Leader Without Advertising Brand Building: From Product To Values, And Vice Versa Are Leading Brands The Best Products Or The Best Value? Understanding The Value Curve Of The Target Breaking The Rule And Acting Fast Comparing Brand And Business Models: Cola Drinks From Private Labels To Store Brands Evolution Of The Distributor’s Brand Are They Brands Like The Others? Why Have Distributor's Brands? The Financial Equation Of The Distributor’s Brand The Three Stages Of The Distributor’s Brand The Case Of Decathlon Factors In The Success Of Distributor's Brands Optimising The Dob Marketing Mix The Real Brand Issue For Distributors Competing Against Distributor's Brands Facing The Low-cost Revolution Should Manufacturers Produce Goods For Dob's? Brand Diversity: The Types Of Brands Luxury, Brand And Griffe Service Brands Brand And Nature: Fresh Produce Pharmaceutical Brands The Business-to-business Brand The Internet Brand Country Brands Thinking Of Towns As Brands Universities And Business Schools Are Brands Thinking Of Celebrities As Brands The New Rules Of Brand Management The Limits Of A Certain Type Of Marketing About Brand Equity The New Brand Realities We Have Entered The B To B To C Phase Brand Or Business Model Power? Building The Brand In Reverse? The Power Of Passions Beginning With The Strong 360° Experience Beginning With The Shop The Company Must Be More Human, More Open Experimenting For More Efficiency The Enlarged Scope Of Brand Management Licensing: A Strategic Lever How Co-branding Grows The Business Brand Identity And Positioning Brand Identity: A Necessary Concept Identity And Positioning Why Brands Need Identity And Positioning The Six Facets Of Brand Identity Sources Of Identity: Brand Dna Brand Essence Launching The Brand Launching A Brand And Launching A Product Are Not The Same Defining The Brand’s Platform The Process Of Brand Positioning Determining The Flagship Product Brand Campaign Or Product Campaign? Brand Language And Territory Of Communication Choosing A Name For A Strong Brand Making Creative 360° Communications Work For The Brand Building Brand Foundations Through Opinion Leaders And Communities The Challenge Of Growth In Mature Markets Growth Through Existing Customers Line Extensions: Necessity And Limits Growth Through Innovation Disrupting Markets Through Value Innovation Managing Fragmented Markets Growth Through Cross-selling Between Brands Growth Through Internationalisation Sustaining A Brand Long Term Is There A Brand Life Cycle? Nurturing A Perceived Difference Investing In Communication No One Is Free From Price Comparisons Branding Is An Art At Retail Creating Entry Barriers Defending Against Brand Counterfeiting Brand Equity Versus Customer Equity: One Needs The Other Sustaining Proximity With Influencers Should All Brands Follow Their Customers? Reinventing The Brand: Salomon Adapting To The Market: Identity And Change Bigger Or Better Brands? From Reassurance To Stimulation Consistency Is Not Mere Repetition Brand And Products: Integration And Differentiation Specialist Brands And Generalist Brands Building The Brand Through Coherence Defining The Core Identity Of The Brand Confirming The Presence Of Brand Core Facets In Each Product Identifying The Role Of Each Product Line In The Construction Of The Brand Graphically Representing The Overall System Of The Brand Checking The Coherence Worldwide The Three Layers Of A Brand: Kernel, Codes And Promises Respecting The Brand Dna Managing Two Levels Of Branding Growth Through Brand Extensions What Is New About Brand Extensions? Brand Or Line Extensions? The Limits Of The Classical Conception Of A Brand Why Are Brand Extensions Necessary? Building The Brand Through Systematic Extensions: Nivea Extending The Brand To Internationalize It Identifying Potential Extensions The Economics Of Brand Extension What Research Tells Us About Brand Extensions Avoiding The Risk Of Dilution Balancing Identity And Adaptation To The Extension Market Segments Assessing What Should Not Change: The Brand Kernel Preparing The Brand For Remote Extensions Keys To Successful Brand Extensions Is The Market Really Attractive? An Extension-based Business Model: Virgin How Execution Kills A Good Idea: Easycar Brand Architecture The Key Questions Of Brand Architecture Type And Role Of Brands The Main Types Of Brand Architecture The Flexible Umbrella Brand The Aligning Umbrella Brand (masterbrand) Choosing The Appropriate Branding Strategy New Trends In Branding Strategies Internationalising The Architecture Of The Brand Some Classic Dysfunctions What Name For New Products? Group And Corporate Brands Corporate Brands And Product Brands Multi-brand Portfolios Inherited Complex Portfolios From Single To Multiple Brands: Michelin The Benefits Of Multiple Entries Linking The Portfolio To Segmentation Global Portfolio Strategy The Case Of Industrial Brand Portfolios Linking The Brand Portfolio To The Corporate Strategy Key Rules To Manage A Multibrand Portfolio The Growing Role Of Design In Portfolio Management Does The Corporate Organization Match The Brand Portfolio? Auditing The Portfolio Strategically A Local And Global Portfolio – Nestlé Handling Name Changes And Brand Transfers Brand Transfers Are More Than A Name Change Reasons For Brand Transfers The Challenge Of Brand Transfers When One Should Not Switch Analysing Best Practices Transferring A Service Brand How Soon After An Acquisition Should Transfer Take Place? Managing Resistance To Change Factors Of Successful Brand Transfers Brand Turnaround And Rejuvenation The Decay Of Brand Equity The Factors Of Decline Distribution Factors When The Brand Becomes Generic Preventing The Brand From Ageing Rejuvenating A Brand Growing Older But Not Ageing Managing Global Brands The Latest On Globalisation Patterns Of Brand Globalisation Why Globalise? The Benefits Of A Global Image Conditions Favouring Global Brands The Excess Of Globalisation Barriers To Globalisation Coping With Local Diversity Building The Brand In Emerging Countries Naming Problems Achieving The Delicate Local–global Balance Being Perceived As Local: The New Ideal Of Global Brands? Local Brands Can Strike Back The Process Of Brand Globalisation Globalising Communications: Processes And Problems Making Local Brands Converge Financial Valuation And Accounting For Brands Accounting For Brands: The Debate What Is Financial Brand Equity? Evaluating Brand Valuation Methods Brand Valuation In Practice The Evaluation Of Complex Cases What About The Brand Values Published Annually In The Press? Strategic Brand Management Interview Questions

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