The Winning Strategy for MAP Success and Long-Term Brand Value in the E-Commerce Market
As virtually all consumer product manufacturers and brand owners by now realize, the world is becoming increasingly e-commerce driven. While this paradigm shift has ushered in numerous opportunities for businesses, it also presents significant challenges. One of the most significant challenges businesses face in this environment is how to effectively enforce minimum advertised price (MAP) policies and uphold brand value in the face of a constant assault from diverters and unauthorized marketplace sellers advertising their products at prices that harm brands. What’s becoming clearer each day is that even the most iconic brands must act swiftly and aggressively to preserve downstream sales and overall brand integrity.