In selling against the brand, channel members desire to
A) build market share for private brands at the expense of manufacturer brands.
B) increase the average quantity of goods bought by consumers.
C) generate sales at the expense of competitors.
D) sell gray market goods to compete against authorized dealers.

Question

Quizplus · Accepted Answer

Selling against the brand typically involves efforts by channel members to promote their own private brands over manufacturer brands, aiming to build market share for their private labels at the expense of the established manufacturer brands. This strategy is often used by retailers to increase their margins and brand loyalty among their customers.

In Selling Against the Brand, Channel Members Desire to