How Brands Create Value in Manufacturer-Retailer Relationships »
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| Speaker | Mark Glynn, Senior Lecturer and Programme Leader, Faculty of Business, AUT |
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Building strong manufacturers' brands is becoming more and more difficult due to increased competition, the use of price promotions and changes in power and control within distribution channels. The 'trade leverage', that strong brands give manufacturers when dealing with retailers, is being eroded. However, manufacturers are starting to recognize the strategic value of their brands in building strong channel relationships. And, that poorly managed manufacturer-retailer relationships can undermine the value of their brands. In this research, Mark Glynn examines how brands create value in manufacturer and retailer relationships. Mark's done in-depth interviews with key personnel responsible for brand decisions in both manufacturer and retailer organisations and he'll present his findings at this lunch. Mark will: · identify the sources of brand value · explain how both retail buyers and brand manufacturers perceive brand and relationship issues · analyse these issues and the implications for marketers Mark Glynn is a senior lecturer at AUT where he teaches on the Master of Business programme. His research interests are brand management and marketing channels and he's been published in the Journal of Product and Brand Management. Prior to teaching at the university, Mark worked for 15 years in various Marketing Management roles in New Zealand. SMEI members and member guests $50, non members $75 (prices inc GST) Cancellations after Friday, 26 October 2001, and 'no shows' will be charged | |