Do channel images really affect the brand images of the products they sell?
Some marketers feel that the image of the particular channel in which they sell their products does not matter—all that matters is that the right customers shop there and the product is displayed in the right way. Others maintain that channel images—such as a retail store—can be critical and must be consistent with the image of the product.
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The image of the channel through which a product is sold can definitely affect the image of the brand that is being sold. This is particularly true of high-quality products with 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 with such an image being sold in a place like Wal-Mart, they will start to see it as inferior. They will not equate a product that is sold in a discount store with one that is top-notch in terms of quality and image. Therefore, firms that sell high-end products need to be careful about the channels through which they sell so that they do not dilute their brand equity.
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