Below are some important Brand Management interview questions which are asked in most MNC company interviews for beginners or professionals.
6. Differentiate between a private brand and a national brand? Is Coca Cola in US a private or a national brand?
Answer: Private brand is a brand created by a reseller of a product or a service. The brand owned by a manufacturer for example - Lux of HLL.
National brand is a brand having evolutionary lives. Coke started as a private brand. predominant in the US. But today it is a global brand. SO much so that the other name for globalization is coca colonization, according to some critics of the phenomenon.
7. What do you understand by Brand Equity? How is Brand Equity different from Brand name?
The value of Brand Equity is based on the extent to which it has high brand loyalty, name awareness, perceived quality. Strong brand associations and other assets such as patent, trademark and channel relationships. As the name suggests it is more than just a brand name. It is the total of all endeavors that go in creating the image of the brand among consumers. There are various methods of evaluating brand equity. Brand name is only the vocalized part of the brand.
8. Why has Dell become so powerful as a brand in such a short period in spite of Goliaths like IBM, Compaq, HP in the Market place?
Dell may be credited with making a high-tech product like the PC into an appliance. The main reasons can be attributed to
1. On the consumer front, its interface empowering users and directing to end user strategy.
2. Its excellent supply chain management strength cutting its work-in-process to negligible compared to competition.
9. What is the basic idea behind Co branding’? Please give suitable example from India and abroad?
When two brands come together to create greater value to the customer then it is called Co-branding. Coke and McDonald’s have done that globally, while Dettol and ICICI Prudential are doing in India.
10. Differentiate between brand extension and line extension? Can these both happen at once? Give an example.
Brand Extension: Where a company uses its existing brand name to launch new products in other categories.
Line Extension: It is a type of brand extension. Line extension trap should be avoided to extend brand in products hurting the consumer’s regard for a company.
Example of both the above in a single category - Will Sports is an example of a brand extension to launch a new line of products.
6. Differentiate between a private brand and a national brand? Is Coca Cola in US a private or a national brand?
Answer: Private brand is a brand created by a reseller of a product or a service. The brand owned by a manufacturer for example - Lux of HLL.
National brand is a brand having evolutionary lives. Coke started as a private brand. predominant in the US. But today it is a global brand. SO much so that the other name for globalization is coca colonization, according to some critics of the phenomenon.
7. What do you understand by Brand Equity? How is Brand Equity different from Brand name?
The value of Brand Equity is based on the extent to which it has high brand loyalty, name awareness, perceived quality. Strong brand associations and other assets such as patent, trademark and channel relationships. As the name suggests it is more than just a brand name. It is the total of all endeavors that go in creating the image of the brand among consumers. There are various methods of evaluating brand equity. Brand name is only the vocalized part of the brand.
8. Why has Dell become so powerful as a brand in such a short period in spite of Goliaths like IBM, Compaq, HP in the Market place?
Dell may be credited with making a high-tech product like the PC into an appliance. The main reasons can be attributed to
1. On the consumer front, its interface empowering users and directing to end user strategy.
2. Its excellent supply chain management strength cutting its work-in-process to negligible compared to competition.
9. What is the basic idea behind Co branding’? Please give suitable example from India and abroad?
When two brands come together to create greater value to the customer then it is called Co-branding. Coke and McDonald’s have done that globally, while Dettol and ICICI Prudential are doing in India.
10. Differentiate between brand extension and line extension? Can these both happen at once? Give an example.
Brand Extension: Where a company uses its existing brand name to launch new products in other categories.
Line Extension: It is a type of brand extension. Line extension trap should be avoided to extend brand in products hurting the consumer’s regard for a company.
Example of both the above in a single category - Will Sports is an example of a brand extension to launch a new line of products.
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