Some marketers feel that the image of the particular channel in which they sell their products does not matter--all that matters is that the right customers shop there and the product is displayed in the right way. Others maintain that channel images--such as those of a retail store--can be critical and must be consistent with the image of the product. Take a position: Channel images do not really affect the brand images of the products they sell that much versus Channel images must be consistent with the brand image