What You’ll Learn
Imagine you’re Jake…
You’ve just started a new role on the Sales and Marketing team at a consumer-electronics manufacturer. Congrats!
Your department VP sits you down on your first day to go over your key initiatives. Managing reseller relationships, identifying new sales channels and partnership opportunities, brand protection…
Wait. Brand protection? What the heck is brand protection? You try not to look concerned as your VP continues running through the list. But you’re worried. The job description never mentioned brand protection.
The VP’s voice becomes background noise as you quickly think through the possibilities. Does brand protection mean…
- Making sure our retailers are all honoring our company’s minimum price policy?
- Making sure our distributors or wholesalers are selling only to our authorized retail partners?
- Developing these reseller policies if we don’t have them yet, or fixing them if they were originally drafted incorrectly?
- Setting up and enforcing internal policies across the company to ensure everyone knows how to deal with a question or complaint from a retail partner about our pricing guidelines?
- Dealing with rogue resellers?
- Monitoring the market for possible counterfeiters of our products?
- Monitoring customer reviews on all of our resellers’ ecommerce sites, on the big marketplaces like Amazon, and on the review sites like Yelp?
The short answer: Yes. Brand protection includes all of these responsibilities, plus others.
But the good news is we’re going to walk you through each of them.
Check out this video: