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Brand Manager Interview Questions

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  1. How would you devise an on-the-spot marketing strategy for a new customer? See answer
  2. How would you handle negative feedback about your company on social media? See answer
  3. What marketing metrics do you value most for brand management? See answer
  4. How do you decide when to stop investing in a brand strategy and move on to another idea? See answer
  5. Why is brand management important to a business, in your opinion?
  6. What are some of the best marketing campaigns you've encountered and why?
  7. How does a product's packaging represent a company's brand? What changes would you make to our packaging to better represent our ideal brand image?
  8. What steps would you take to help our company recover from a failed marketing campaign or bad press?
  9. An important part of branding is attending industry expos and promotional events to represent the company. Do you have any experience with experiential marketing and staffing branding events?
  10. How would you start reaching out to social media influencers or celebrities to be brand ambassadors or spokespeople for the business?
  11. If you had the opportunity to entirely re-brand our company, how would you start this project?
  12. What do you think is the role of risk management in creating a brand identity for a business?
  13. Would you rather manage a brand that has broad appeal across audiences or a brand that targets a specific niche and why?
  14. Brand managers need to collect data about our brand's presence. What metrics do you use to gauge the success of your branding efforts?
  15. Do you have experience doing demographic research to align the brand with consumer values?
  16. How would you pitch a new branding campaign that requires a financial investment to company leadership?
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6 Brand Manager Interview Questions and Answers

Q:

Why is brand management important to a business in your opinion?

A:

Brand managers need to recognize the vital role that their work plays in shaping the direction of a business and succeeding on that trajectory. A single product or service can be branded any number of different ways, but in most cases, it is the branding that the end consumer will see first before ever directly encountering the product. Your marketing differentiates you from all your competitors.

What to look for in an answer:

  • An understanding of what branding is and what it involves
  • An awareness of the connection between branding and business success
  • The ability to express themselves clearly and effectively

Example:

“Branding is how the public perceives you and your unique selling proposition. All else being equal, it is how they decide what businesses to patronize.”

Q:

What are some of the best marketing campaigns you’ve encountered and why?

A:

The answer to this question will tell you several important things about a candidate. It reveals their knowledge of the specific elements comprising a marketing campaign, including objective, channels, agency and experience of service. It also reveals an applicant’s ability to discern quality and identify effective execution of concepts. Ultimately, the candidate should note top-line performance post-campaign as a key success indicator.

What to look for in an answer:

  • Understanding of all elements comprising campaigns
  • Ability to analyze successes and flaws in campaigns
  • Awareness of revenues as ultimate indicators

Example:

“I like X’s campaign for its new Y because it took them from product launch to top sales spot in its niche across all markets.”

Q:

How would you devise an on-the-spot marketing strategy for a new customer?

A:

Often, a brand manager is asked to come up with one or multiple strategy ideas on the fly in order to woo a lead or impress a client. Instead of trying to spontaneously come up with catchy, creative concepts, a knowledgeable marketing manager will break a strategy down into three simple components: the customer (who), the offerings (what) and the media channels (how).

What to look for in an answer:

  • Knowledge of the basic components of a marketing strategy
  • Ability to quickly break down any proposition into its essential parts
  • Skills and methods they have previously used

Example:

“Since the product is aimed at commuters who don’t have a vehicle, I’d advertise promotions inside buses, taxis and subways and their respective shelters.”

Q:

How would you handle negative feedback about your company on social media?

A:

How a company conducts itself on social media is essential to its brand. Customer feedback can often be quite harsh and, even, unfair. Nonetheless, your brand manager must be able to retain their composure at all times and avoid being drawn into a fray. The best response to public declamations is no response, unless it is direct to the respondent and in private.

What to look for in an answer:

  • Calm, rational thinking
  • A sense of discretion
  • A proactive, humble and service-oriented approach to criticism

Example:

“If I could reach out to the person privately, I would because I would want to see if there’s any way to turn their experience of us around.”

Q:

What marketing metrics do you value most for brand management?

A:

There are many ways to measure success in marketing, and different ones align better with different business goals. Most brand managers value certain metrics more than others, though all marketers should at least value the same set of figures, namely brand health, customer and performance measurements. At the same time, a candidate shouldn’t overcomplicate the process, drowning in complex calculations.

What to look for in an answer:

  • Awareness of performance, brand health and customer metrics
  • Experience using at least one of each type
  • A systematic approach to analysis

Example:

“I look at lead generation, customer satisfaction and sentiment analysis primarily, though I also keep an eye on wallet share, purchase intent and positioning.”

Q:

How do you decide when to stop investing in a brand strategy and move on to another idea?

A:

Candidates for a brand manager position should understand that not all of their marketing and branding ideas will succeed. They should have a clear, data-driven approach that they use to decide which projects to invest time and resources into. Interviewers can ask this question to learn how candidates make decisions about the direction of the brand. They can also discover how candidates view the short-term and long-term impact of brand strategy on a company's sales, reputation and brand recognition.

Look for these elements in a response:

  • Decisiveness
  • Patience
  • Research and data collection

Here is a sample response to this question:

Example:

"One of the challenges about brand management is that it takes time to solidify a brand, so we may not see the impact of a campaign until it has been running for a while already. I would carefully track metrics over time and look for small trends to indicate the future impact of the project. If we fail to meet multiple benchmarks, I would start transitioning away from that project."

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