Question

For this assignment, you will take a position on whether “the image of the intermediary does not need to be consistent with the image of the brand" or "the image of the intermediary must match the image of the brand." Support your position with credible research.

Answer 1

I support the stance that "the image of the intermediary must match the image of the brand."

The reason for my position is that, from a customer's perspective, the brand image of the manufacturer is not only important, but the medium through which the product reaches the customer is also equally important. The reason being reliability. The customers must be able to rely on the intermediary such are wholesaler or retailer or distributor of providing quality goods of the brand, i.e. ensuring the genuine product is sold. This means, the customer must have faith in the brand as well as the intermediary.Thus, it is important for the intermediary to match the image of the brand.

Intermediaries have to uphold the values and quality standards of the parent company. For example, Amazon. The customers value the brand image as well as the image of the intermediary. Customers know that the famous Amazon, an online retailer giant is very much trusted, and the quality of goods received from Amazon is genuine. Thus, the customers purchase through Amazon not only for brand image of product , but also, Amazon's image.