Definition of Brand

Good Essays
2.2.2. Distributors
(Leslie De Chernatony, 2001) mentioned that the organization who distribute their product directly to the customers without using the intermediaries or channel members, it seems like an overriding or to be dominant. Suppose the intermediaries should be better since it will give a benefit for the brand strategy. The issues here are:

(i) Alignment of goals

Not only the company who owned the clear vision and objectives to become success but the distributors also have the same objectives as align with the company( Collins and Porras, 1996). But since there might be an overlap between the distributors and owners, therefore this will make the brand strategy being negatively affected (Barret, 1998)

(ii) Power

The relationship is not promise a better terms for the negotiation even in a kind of better relationship among owners and distributors (Burt, 2000). According to (Raven, 1959) he mentioned that the brand strategy should fit with the power that the top management or leader who expect that the other party such as subordinates to accomplish the desires of the comp...