DS Group Brand Manager Interview Questions, Process, and Tips

Brand equity refers to the value a brand holds in the minds of consumers.

• It is the perception and reputation of a brand in the market.

• It is the added value a brand provides to a product or service.

• It is built over time through consistent messaging, quality, and customer experience.

• Examples include Apple, Coca-Cola, and Nike.

• Brand equity can be measured through brand awareness, loyalty, and perceived quality.

Brand positioning is the process of creating a unique image and identity for a brand in the minds of consumers.

• It involves identifying the target audience and their needs

• It requires understanding the competition and differentiating the brand

• It involves creating a unique value proposition and messaging

• It should be consistent across all marketing channels

• Examples include Apple's premium and innovative image, Nike's focus

Brand architecture refers to the hierarchy and relationship between a company's brands and sub-brands.

• It defines the structure of a company's brand portfolio

• It helps to ensure consistency and clarity in brand messaging

• It can be categorized into three types: monolithic, endorsed, and freestanding

• Examples include Procter & Gamble's brand architecture, which includes sub-brands such as Tide, Pampers, and Gillette

• Brand arc...read more

Qualitative research is exploratory and subjective while quantitative research is numerical and objective.

• Qualitative research involves collecting non-numerical data through methods such as interviews, focus groups, and observations.

• Quantitative research involves collecting numerical data through methods such as surveys, experiments, and statistical analysis.

• Qualitative research is used to gain insights and understandi...read more