Ch 9: AMA PCM Exam: Branding & Packaging Decisions

About This Chapter

Learn about branding and packaging in marketing by studying lessons that can help prepare you for the AMA PCM Certification Exam. Our lessons come with handy self-assessment quizzes.

AMA PCM Exam: Branding & Packaging Decisions - Chapter Summary

This chapter will take you through branding and brand equity, brand strategy, and brand extension. The content presented will prepare you for the part of the AMA PCM Certification Exam that is pulled from Domain 4: Value Creation of the AMA PCM Body of Knowledge. This content domain makes up 12% of the exam. By the end of the chapter, you will know about:

  • Development of a brand
  • Components of brand strategy
  • Factors of brand extension
  • Product line extension vs brand extension
  • The function of packaging

Our experienced instructors will guide you through this collection of helpful lessons. Each video comes with a topic-searchable timeline to aid in review, and you can also benefit from transcripts and links to supplementary materials. The lesson quizzes and practice exams can help you ensure mastery of the material. Remember, the instructors are available to answer questions via the user interface.

5 Lessons in Chapter 9: AMA PCM Exam: Branding & Packaging Decisions
Test your knowledge with a 30-question chapter practice test
Branding and Brand Equity in Business Marketing

1. Branding and Brand Equity in Business Marketing

Brand and brand equity go hand-in-hand in the marketing arena. Here, we will discuss how a brand develops and how that leads to increased brand equity.

What Is Brand Strategy? - Definition, Examples & Development

2. What Is Brand Strategy? - Definition, Examples & Development

What makes a product like Coca-Cola an iconic brand? How is it so well known that people around the world instantly recognize and buy it? A big part of the answer is found in its brand strategy. Learn about the components of a brand strategy and how to formulate one.

Brand Extension: Definition, Strategy, Failures & Examples

3. Brand Extension: Definition, Strategy, Failures & Examples

Have you ever looked at a company and wondered how it could expand? What factors should be considered? This lesson takes a look at brand extension and how companies can expand.

Product Line Extension: Definition, Strategies & Example

4. Product Line Extension: Definition, Strategies & Example

This lesson will define product line and brand extensions. Different types of strategies will be illustrated with examples. These will show how line extension is distinguished from brand extension.

What Is Product Packaging in Marketing? - Definition, Types & Importance

5. What Is Product Packaging in Marketing? - Definition, Types & Importance

Most products have some form of packaging, even if it's just a price tag. In this lesson, you'll learn about the function of packaging, including how packaging is used in marketing. A short quiz follows the lesson.

Chapter Practice Exam
Test your knowledge of this chapter with a 30 question practice chapter exam.
Not Taken
Practice Final Exam
Test your knowledge of the entire course with a 50 question practice final exam.
Not Taken

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