Introduction:

A companys brand image should be consistent across all marketing channels to maximize its
effectiveness and make it recognizable.
Brand recognition is one of a companys most important assets. When there is consistent
marketing across all channels a customer can recognize the brand over time. A companys
packaging should be present in commercials for example because people !ill see the
commercial and recognize the brand !hen they see it in the store. "onsistent message !ill allo!
customers to access information from a variety of outlets including social media and traditional
advertising.
!hat is brand image#
$he impression in the consumers% mind of a brand%s total personality &real and imaginary
'ualities and shortcomings(. Brand image is developed over time through advertising campaigns
!ith a consistent theme and is authenticated through the consumers% direct experience.
What is distribution channel#
$he path through !hich goods and services travel from the vendor to the consumer or payments
for those products travel from the consumer to the vendor. A distribution channel can be as short
as a direct transaction from the vendor to the consumer or may include several interconnected
intermediaries along the !ay such as !holesalers distributers agents and retailers. )ach
intermediary receives the item at one pricing point and movies it to the next higher pricing point
until it reaches the final buyer. "offee does not reach the consumer before first going through a
channel involving the farmer exporter importer distributor and the retailer. Also called the
channel of distribution.
*elationship bet!een distribution channel and branding
$he image of the channel through !hich a product is sold can definitely affect the image of the
brand that is being sold. $his is particularly true of high+'uality products !ith an upscale image.
With products that are seen as high+end the image of the channel is particularly important. If
consumers start to see a product !ith such an image being sold in a place like Wal+,art they
!ill start to see it as inferior. $hey !ill not e'uate a product that is sold in a discount store !ith
one that is top+notch in terms of 'uality and image. $herefore firms that sell high+end products
need to be careful about the channels through !hich they sell so that they do not dilute their
brand e'uity.
Brand Image Influence on "hannels -erformance
.f course brand image seems to have a noticeable influence on a firms channel performance.
Indeed as the article /Seven rules of international distribution0 &1arvard Business *evie!(
stresses a multinational company needs to have po!er over its marketing strategy in order to
supervise the !ay the distributor reflects the image of the group. $his may be at the same time
favourable or damaging.
2urthermore a group notoriety may also facilitate the selection of foreign partner &distributing
famous products is al!ays 'uite an /honour0 for a collaborator abroad and the candidates are
often numerous.( 2inally the group counts on the /!in+!in relation0 and so on the involvement
of the distributor that is expected to respect the groups rules first for his o!n interest.
.
.n the other hand because of such notoriety it is undeniable that the group is obliged to edict a
strict policy of monitoring because the distributor may damage easily its reputation.
/"hannel images must be consistent !ith the brand image0 because
3. 4elivering superior value
5. Providing better buying experience
6. Decreasing delivery time
7. Staying ahead of the competitors
8.9o!ering production cost
:. reducing after buying dissonance
;. reducing transportation cost
<. increase sales and profit volume
=. making product available to ultimate consumer
3>. strong positioning I the consumer mind

4elivering superior value:
-roviding better buying experience:
Decreasing delivery time:
Staying ahead of the competitors:
9o!ering production cost:
*educing after buying dissonance:
*educing transportation cost:
Increase sales and profit volume:
,aking product available to ultimate consumer:
?trong positioning I the consumer mind:
"ounter augments:
?ome marketers feel that the image of the specific channel in !hich they sell their products does
not matter that the only thing that matters is the right customers shop there and the
product is displayed in the right !ay. .thers maintain that channel images such as a
retail store can be critical and must be consistent !ith the image of the product.
?uccessful channel marketing in part involves the manufacturer educating channel members
about their products and services and creating a value delivery net!ork by establishing deep
channel marketing relationships that encourages and motivates the intermediaries to continue to
sell the product or service.
$he relevance of a channels image and reputation as to ho! it impacts a product !ill depend on
number of factors including the specific product being sold &including 'uantity and cost( the
products target market &customer needs( and the products brand strength.
Wrigleys@ che!ing gum is a !ell+established and respected brand !hich can virtually be sold
in any retail setting regardless of geographic location !ithout great attention to product
placement and display !ith a largely uniform suggested retail price and experience no
degradation in their brand reputation based on channels utilized. Any product of such universal
appeal seems immune to the potential negative impacts of misaligned channel selection or
channel image.
.n the other hand the channel image of a ,ercedes Benz dealership is an indispensable element
of the ,ercedes value delivery net!ork. A ,ercedes Benz is a complex product !ith varying
classes of luxury vehicles service options prices and a very limited lucrative target market. $he
manufacturer !ill !ant to selectively chose channel partners and ensure they can meet
benchmark service levels to sustain brand image. If a ,ercedes Benz dealerships facilities are
unkempt and run+do!n or the sales staff is rude and inattentive this !ill proAect an unfavorable
image not only on the dealership but on the ,ercedes brand as !ell and !ill undoubtedly
hamper sales.
$hese scenarios suggest !hile channel image can be a crucial component of the value delivery
net!ork it is important for the successful holistic marketer to look at other factors !hen
developing a !ell+rounded channel marketing strategy and making channel selection decisions.
"onclusion:
,arketers make promises to customers to generate demand. 4elivering on those promises
becomes a moment of truth in a customer relationship and can have a positive or negative impact
on the perception of your brand.
When considering branding the follo!ing marketing channel strategy guidelines should be
considered:
4evelop appropriate brands for each market segment
4etermine positioning or each brand
4etermine desired level of control over brands
4irect distribution provides greatest control !hiles third party resellers provide
the least
4etermine desired level of coverage for each brand
4irect distribution limits market coverage !hile third party resellers may
provide access to the largest market share
4etermine !hich marketing channels !ill support the brands position.
4istribution through exclusive tied distribution arrangements best supports a
product positioned at the higher end of a market.
,ultiple brands need net necessarily be distributed through the different channels. Branding can
be an effective !ay of differentiating product for different channels. 4istributing several brands
through the same channel is often !arranted. 1o!ever there is a risk of channel members
splitting loyalty bet!een the t!o brands.
$he po!er of a brand name and a suppliers corporate resources can be used to create tightly
tied distribution relationships !ith independent resellers !hile the supplier gains increased
loyalty and commitment resulting in increased sales. 2or the reseller the benefits include the
added resources of promotion training systems and service.
1o!ever branding is not Aust an issue of promotionB as !ith all aspects of the marketing mix
distribution and branding may impact each other. Indeed branding may be a po!erful
component of a distribution strategy.