Revisiting Brand Management Policies

摘要

But the jump in online sales has also helped manufacturers better understand how to protect their brand's reputation in this new distribution environment. As they adjust their brand management policies, they will expect all companies in their distribution chain to play a role. Successful manufacturers have long recognized the need to ensure the way their products are transported, displayed, priced, and sold is consistent with their desired brand image. They select the right number of retailers in the right locations and then pick the right logistics companies to deliver at the right time. They also implement brand management policies to make sure customers see the product and its price in the right way. There are legal limits to the restrictions that manufacturers can place on their distribution chain's handling and promotion of its products. For instance, restrictions on retail prices can be especially dangerous. Still, manufacturers enjoy plenty of freedom here.