Motivating resellers of the international brand in competitive markets

What is it about?

Recognising motivations of resellers is important for brand managers trying to promote their brand through a network of resellers managed by distributors. Since resellers are not directly linked with the brand, motivating them to promote brand requires brand managers to be informed about not only individual strengths, capabilities and requirements of resellers, but also the support they seek from the brand. Reseller knowledge allows brand managers to not only create new opportunities for both the brand and the reseller, but also to compete with other brands in competitive markets.

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