Managing brand preferences of resellers

It is essential for managers of brands offering products in large and diverse but complicated and competitive emerging markets to promote their brand to resellers because resellers buy through distributors who simultaneously offer competing products. Using data collected from such resellers, it is argued that a brand that applies appropriate reseller management techniques, with concepts like relationship marketing, can compete successfully by influencing the preferences of resellers. Efficient management of direct brand-reseller relationships by a local brand representative will facilitate the exchange of realistic information required by both brand managers and resellers. The exchange will allow a reduction of costs and bring an increase in benefits from the association. Limitations of the study are discussed and directions for future research are provided. • For a brand to compete in a highly competitive market, it is essential for brand managers to promote their brand to resellers. • Resellers buy from distributors who simultaneously offer competing products. • A brand that applies appropriate brand management tools combined with relationship marketing techniques, can compete successfully by influencing the preferences of resellers. • Efficient local management of brand-reseller relationships by a representative of the brand will facilitate the exchange required by both brand managers and resellers. • The exchange will facilitate reduction in costs and increase in benefits for both brand and the reseller from their association.