How much should we focus on building up brand and product awareness?

Your answer should include what it would be like for a bigger brand and the mini-brand of a startup. Do your homework on how your experience relates to their business, and describe how adaptable you'd be.

"If you're a startup, I think branding is an important foundation, as is spreading awareness of the products you have to offer. Establishing credibility and increasing visibility through marketing is more valuable for a mini-brand. For a macro-brand, branding is everything. Once a brand is a household name, the brand markets itself.

Don't say, "I'm so glad you asked this question. Before this interview, I've looked closely at everything your company has been doing, and I think there is a lot you could do better. Put me in charge, and I'll turn your company around, fast."

Try not to be literal in the way you frame your answer. Highlight what you'd bring to the table, as opposed to what anyone else might be doing wrong.