Controlling Your Brand
In The Age of Amazon
Controlling Your Brand
In The Age of Amazon
You’ll Learn How To:
- Develop and roll out an online reseller policy that can help you select and align authorized sellers to represent your brand.
- Implement brand standards to ensure consistency across all online marketplaces.
- Align your internal stakeholders and authorized sellers to support a sales strategy that addresses the unique pressures of online marketplaces.
Brand Control is Critical
- It addresses the pressures that brands now face with the maturation of online marketplaces like Amazon.
- Unauthorized sellers on Amazon and other online marketplaces sell poor-quality products without customer service and other benefits that accompany authorized sales.
- Product descriptions and listings are inconsistent and incorrect.
- Authorized online and brick-and-mortar sellers are frustrated with unauthorized online sales.
About James Thomson
James Thomson is the managing partner of Equity Value Advisors, former Chief Strategy Officer at Buy Box Experts and former business head of Amazon Services. He co-founded the PROSPER Show and co-authored the book The Amazon Marketplace Dilemma.
James has been quoted in The Wall Street Journal, The New York Times, Wired, Forbes, The Washington Post, Consumer Reports, Entrepreneur, Inc., CNBC, and Bloomberg. He holds a Ph.D. in Marketing from Northwestern University.
About Whitney Gibson
Whitney Gibson is partner and chair of Vorys eControl. He has developed customized programs for companies confronting unauthorized sales, grey market sales, counterfeit sales, channel conflict and other online sales issues.
He has been quoted in Forbes, The Washington Post, Corporate Counsel, and The Cincinnati Enquirer. Whitney attended the University of Cincinnati College of Law and received his undergraduate degree from Penn State University.
Now Available!
What does it take for a brand to survive in this new environment? What controls need to be put in place? What existing sales and operational processes need to change? These questions and more are answered in this book with a combined business and legal perspective.
This book focuses on brands selling on marketplaces in the U.S. and Europe. As legal protections for brands differ around the world, the book focuses on these specific markets where legal protections for brands are well established. For readers interested in applying brand control worldwide, readers are encouraged to seek legal guidance for each and every country where they plan to incorporate some form of legal enforcement into their brand control efforts.