Controlling Your Brand in the Age of Amazon: The Brand Executive's Playbook For Winning Online By : Whitney Gibson
Book Excerpt :
In today's world of retail, most brands: ? don't know the identity of retailers selling their products in online marketplaces;? don't know where these online resellers sourced inventory of the brand;? don't know what proportion of inventory going through distributors is redirected to online channels;? don't adequately police activities involving resellers that offer the brand's products in new multipack quantities defined by the reseller (rather than by the brand);? can't figure out how its brand is sold in countries where the brand doesn't yet have a distribution program of its own; and? aren't managing the branding, packaging and UPC labeling of online products adequately to ensure consistency between online and brick-and-mortar inventory.What does it take for a brand to survive in this new environment? What controls need to be put in place? What existing sales and operational processes need to change? We answer these questions on this book from a combined business and legal
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