When consumers select the brand before the retail outlet, the manufacturer can leverage this by using more exclusive distribution.

Question

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If consumers are already loyal to a particular brand, they will seek out that brand regardless of which retail outlet carries it. In this case, the manufacturer can use more exclusive distribution strategies, such as limiting the number of retail outlets that carry the brand or only selling the brand in high-end stores or online. This can help the manufacturer maintain a premium image for their brand and potentially increase profits.

When Consumers Select the Brand Before the Retail Outlet, the Manufacturer