Retailers need to provide a consistent brand image of themselves and their private-label merchandise across all channels.

Question

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Retailers need to provide a consistent brand image of themselves and their merchandise across all channels. For example, Patagonia reinforces its image of selling high-quality, environmentally friendly sports equipment in its stores, its catalogs, and on its website. Each of these channels emphasizes function, not fashion, in the descriptions of Patagonia's products.

Retailers Need to Provide a Consistent Brand Image of Themselves