Brand perception is owned by the consumers and therefore cannot be controlled. Regardless of the message they put forth, a brands image is only as good as the public’s perception of it. Continually maintaining a strong MAP Enforcement strategy can positively impact your brand public perception in many ways.
Few things can be more devastating to a brand’s image than a highly visible MAP violator. Picture a luxury beauty brand finding their $199 product on Amazon for only $49. A MAP violator like this can quickly destroy years of hard work and successful branding. This is especially true for beauty care products who depend on authorized dealer networks like salons and spas. This authorized dealer channel will switch to a competitor brand that’s protecting their price and thus encouraging authorized sales.
Brand perception goes beyond just price. When unauthorized sellers have the majority of the Amazon Buy Box there is a higher chance of a negative customer experience. Many Amazon shoppers do not realize that they are buying from third-party sellers. Consumers often assume the product is coming directly from your brand and expect top quality. On the other hand, third-party items can arrive in bad condition, poorly packaged, missing parts, or even counterfeit. These situations negatively impact your brand through poor reviews and word of mouth.
Value of MAP Enforcement
When calculating the ROI from MAP Enforcement it is important to consider the following benefits. MAP Enforcement naturally increase positive Amazon reviews and sales. In addition, customers feel more comfortable about transactions knowing they are purchasing from authorized sellers. This boost in brand perception will give you a leg up on competitor’s that don’t have their Amazon marketplace sorted out. So what’s the return on investment? Better reviews, more sales, and increased customer confidence!
Want more information? How can you protect your brand? Contact Brand Alignment about enforcing your MAP policy. Reach out today and rest easy knowing your brand is protected from MAP violators.