AMA Exam PCM Topic 4 Question 101 Discussion

Actual exam question for AMA's PCM exam

Question #: 101
Topic #: 4

[All PCM Questions]

When should a company use individual brands over family brands?

AWhen the manufacturer has to bear the costs of advertisement

BWhen the product is designed by a retailer and developed by a manufacturer

CWhen the products vary in their usage and performance

DWhen the manufacturer wants greater control over positioning the brand

EWhen the manufacturer wants the individual products to feed off each others' success

Show Suggested Answer

Suggested Answer: C

by Karan at Sep 18, 2024, 02:57 AM

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Elden

2 months ago

Haha, individual branding is like trying to herd cats - each one thinks it's the top cat!

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Lenna

2 months ago

E) When the manufacturer wants the individual products to feed off each others' success

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Emeline

2 months ago

D) When the manufacturer wants greater control over positioning the brand

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Lauran

2 months ago

A) When the products vary in their usage and performance

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Goldie

2 months ago

C) When the products vary in their usage and performance

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Evangelina

2 months ago

I agree with Mose. It makes sense to have individual brands for products with different characteristics.

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Reita

2 months ago

But what about when the manufacturer wants greater control over positioning the brand? Wouldn't that be a reason to use individual brands as well?

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Sherron

2 months ago

D) When the manufacturer wants greater control over positioning the brand is also a good option. Individual branding allows more flexibility.

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Vernell

2 months ago

E) When the manufacturer wants the individual products to feed off each others' success

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Shawna

2 months ago

C) When the products vary in their usage and performance is a valid point. It helps target different customer segments.

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Gilma

2 months ago

A) When the products vary in their usage and performance

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Arlen

3 months ago

I agree with Fletcher. Maintaining a family brand can be challenging if the products have vastly different features and target markets.

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Thad

2 months ago

E) When the manufacturer wants the individual products to feed off each others' success

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German

2 months ago

D) When the manufacturer wants greater control over positioning the brand

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Mozell

2 months ago

C) When the products vary in their usage and performance

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Luis

2 months ago

A) When the products vary in their usage and performance

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Fletcher

3 months ago

C) When the products vary in their usage and performance seems like the best answer. Different products require different branding strategies.

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Tamekia

2 months ago

Yes, it allows for more targeted marketing and positioning in the market.

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Johnson

3 months ago

I agree, using individual brands for products with different usage and performance makes sense.

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Mose

3 months ago

I think a company should use individual brands when the products vary in their usage and performance.

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