Brand Channel Management.docVIP

 PAGE \* MERGEFORMAT 10 Brand Channel Management There are different levels of the brand in the brand to reach consumers in the process of any one part of problem will affect the brand value of the realization of the dealer channel is a very important part, if not win their recognition, brand value is the impossible to realize, and if access to their identity, even if no consumer brand recognition, brand value can be achieved to some extent. This identity can be understood as ‘customer brand’. Distribution customers on a certain brand recognition, will determine the brand’s influence in the pathway in the domestic wholesale market, many distributors lack the brand recognition, market coverage is higher, unfortunately this is not copies of identity into a brand value. Customer loyalty has not been established brands, even those with consumer loyalty, but also in a dangerous state, for example, Wang Wang despite a high degree of consumer loyalty, but does not address the relationship between a good dealer, channels filled with complaints, are thereby exposed to medium and low quality brands of attack, lost customers; and if P amp;amp; G’s retail funds to implement plan has aroused the antipathy of middlemen, have shelf space will be transferred to Unilever, SLEK other competing brands, weakened the Procter amp;amp; Gamble competitiveness. Brand Channel Management Mistakes Reduce the sales center of gravity that there should be self-built distribution network. Degree of specialization is not high, and low efficiency; perhaps too slow to respond; management cost is higher; personnel expenses, administrative costs, advertising costs, promotional costs, warehousing distribution costly. The number of intermediaries as possible. Small markets, high incidence of conflict; channel policy is hard to reunification; service standards difficult to regulate. Channels, the better. Management more difficult; extended the time to reach consumers; links too, increasing the