Some marketers sense that the image of the particular channel in which they sell their products does not matter, all that matters is that the correct customers shop there and the product is displayed in the right way. Others maintain that the channel’s image, such as a retail store, can be critical and must be consistent with the image of the product.
Respond to the following:
• Consider the statements “Channel images do not really affect the brand images of the products they sell” and “Channel images must be consistent with the brand image." Take a stand and justify one statement, supporting it with examples from other resources.