AMA Exam PCM Topic 5 Question 95 Discussion

Actual exam question for AMA's PCM exam

Question #: 95
Topic #: 5

[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 Graciela at Aug 25, 2024, 08:37 AM

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Emile

2 months ago

E) When the manufacturer wants the individual products to feed off each others' success - now that's a clever strategy! Get that synergy going!

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Tiara

2 months ago

D) When the manufacturer wants greater control over positioning the brand is also a good choice. Individual branding allows more flexibility in how each product is marketed.

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Sabine

1 months ago

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

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Annmarie

2 months ago

C) When the products vary in their usage and performance

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Lashonda

2 months ago

A) When the products vary in their usage and performance

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Arlette

2 months ago

Haha, I bet the marketing team loves coming up with all these individual brand names. Keeping track must be a nightmare!

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Rosio

2 months ago

I agree with Gladys, option C makes the most sense. You wouldn't want to lump a power tool and a kitchen appliance under the same family brand.

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Lucy

2 months ago

Yeah, individual brands would definitely work better in that scenario.

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Lindsey

2 months ago

I agree, it wouldn't make sense to group those products together.

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Rickie

2 months ago

I think option C is the best choice.

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Samira

3 months ago

I see your point, Jutta. Having greater control over brand positioning could be another valid reason to use individual brands.

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Jutta

3 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 too?

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Lewis

3 months ago

I agree with Alton. It makes sense to have separate brands for products with different uses.

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Alton

3 months ago

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

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Gladys

4 months ago

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

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Xuan

3 months ago

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

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Melissia

3 months ago

C) When the products vary in their usage and performance

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Luke

3 months ago

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

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