Managing Internet Sales

One of the biggest challenges for any company that sells a product is protecting its trademark and MSRP online. It’s even worse when you sell through others, whether they are distributors or retailers (or both).

The best way to maintain the integrity and legitimacy of the brand is to implement a tight policy that specifically addresses how your trademark can and cannot be used and what leeway, if any, you will allow with respect to MSRP—even if it is really Manufacturers Required Retail Price.

Some issues to consider:

  • Is it OK for them to sell on third-party sites like eBay and Amazon?
  • What kind of sales and promotions will you allow them to run?
  • Where will you let them ship? (Continental U.S. only, internationally, etc.)
  • What words can they use for online ads?
  • Do you want them to advertise your product as “lowest price”?

And regardless of what your policy says, you have to be able to monitor and enforce it. And your customers have to know that you’re paying attention. Thank and compliment them on their compliance, and give then tough love when they break the rules.

This is your brand. Don’t let someone else hijack it.

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