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Understanding the relationships among brands, consumers, and resellers

Understanding the relationships among brands, consumers, and resellers This article examines the historical evolution of the relationships among brands, consumers, and resellers in a world increasingly dominated by very large retail organizations with substantial power within the marketing channel. It is widely believed that manufacturers' brands are becoming less important as major retailers are becoming more powerful. This view is based on the mistaken assumption that brands are relationships with consumers, not resellers. Arguments about the decline of brands are often confused with arguments about changes in the brand management function. As major firms redefine their customer as the reseller, not the consumer, there are substantial implications for brand management and the role of the brand manager. Marketing strategy implementation will require increasingly careful coordination of marketing programs with sales strategy to achieve the necessary coordination of reseller- and consumer-targeted communications to maximize the value of the brand to both the retailer and the end user. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of the Academy of Marketing Science Springer Journals

Understanding the relationships among brands, consumers, and resellers

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References (13)

Publisher
Springer Journals
Copyright
Copyright © Academy of Marketing Science 2000
Subject
Economics / Management Science; Business/Management Science, general; Marketing; Social Sciences, general
ISSN
0092-0703
eISSN
1552-7824
DOI
10.1177/0092070300281002
Publisher site
See Article on Publisher Site

Abstract

This article examines the historical evolution of the relationships among brands, consumers, and resellers in a world increasingly dominated by very large retail organizations with substantial power within the marketing channel. It is widely believed that manufacturers' brands are becoming less important as major retailers are becoming more powerful. This view is based on the mistaken assumption that brands are relationships with consumers, not resellers. Arguments about the decline of brands are often confused with arguments about changes in the brand management function. As major firms redefine their customer as the reseller, not the consumer, there are substantial implications for brand management and the role of the brand manager. Marketing strategy implementation will require increasingly careful coordination of marketing programs with sales strategy to achieve the necessary coordination of reseller- and consumer-targeted communications to maximize the value of the brand to both the retailer and the end user.

Journal

Journal of the Academy of Marketing Science – Springer Journals

Published: Dec 1, 2000

Keywords: Brand Loyalty; Private Label; Sales Force; Store Brand; Marketing Channel

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