Ayelet Israeli

Eugene F. Zelek Jr.

<article-ideainbrief class="article-ideainbrief">
 <h4 class="ideainbrief-title">Idea in Brief</h4>
 <div class="ideainbrief-contents">
  <h5>The Problem</h5>
  <p>Lured by rock-bottom online prices, customers often end up dealing with unauthorized resellers that do not provide the services intended for the product, eroding brand equity and the viability of resellers desired by the brand. Unauthorized resellers may mistreat customers by making false claims and selling recalled, out-of-date, or counterfeit products.</p>
  <h5>The Remedy</h5>
  <p>But brands have a potent defense: minimum resale price and minimum advertised price policies that discourage anyone from selling or promoting a firm’s products at an unauthorized discount.</p>
  <h5>The Policies</h5>
  <p>This article lays out the four steps essential to designing and enforcing policies with teeth that stay on the right side of antitrust law.</p>
 </div>
</article-ideainbrief><p>When customers seek out online deals, it seems like a win for everybody: Brands, retailers, dealers, and distributors sell more goods, and buyers get a bargain. What’s not to like?</p>

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<p>When customers seek out online deals, it seems like a win for everybody: Brands, retailers, dealers, and distributors sell more goods, and buyers get a bargain. What&#8217;s not to like?</p>
<p>Here&#8217;s the problem: Lured by rock-bottom online prices, customers often end up dealing with disreputable digital resellers that mistreat them, which can erode brand equity and undermine authorized sellers.</p>
<p>For brands selling in the United States and Canada, there is a potent countermeasure: crafting and enforcing pricing policies that discourage anyone from advertising or selling a firm&#8217;s products at an unauthorized discount.</p>
<p>This article lays out the four steps essential to designing and enforcing policies with teeth that stay on the right side of antitrust law.</p>

Pricing Policies That Protect Your Brand

When customers seek out online deals, it seems like a win for everybody: Brands, retailers, dealers, and distributors sell more goods, and buyers get a bargain. What’s not to like? Here’s the problem: Lured by rock-bottom online prices, customers often end up dealing with disreputable digital resellers that mistreat them, which can erode brand equity and undermine authorized sellers. For brands selling in the United States and Canada, there is a potent countermeasure: crafting and enforcing pricing policies that discourage anyone from advertising or selling a firm’s products at an unauthorized discount. This article lays out the four steps essential to designing and enforcing policies with teeth that stay on the right side of antitrust law.

Pricing Policies That Protect Your Brand

Summary.

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