What is brand equity?
In simple terms, it refers to the value and reputation that a brand holds among consumers. Brand equity encompasses factors such as brand recognition, perceived quality, and customer loyalty.
One crucial element in maintaining brand equity is MAP violation. Minimum advertised price (MAP) violations is one of the primary factors that affect brand perception and if left unprioritized can lead to businesses taking a nosedive in their overall perception.
Let’s learn more about it.
Understanding Brand Equity
Before delving into the significance of maintaining MAP violation, it is essential to understand the concept of brand equity fully. Brand equity represents the intangible value that a brand holds in the minds of customers. It goes beyond a simple logo or product; it encompasses the emotional connection and perceived value that a brand provides.
Image Source: Qualtrics
Building brand equity doesn’t happen overnight; it takes years of consistent efforts to maintain exceptional product quality and deliver services that uphold the customer’s requirements.
Businesses that do this well build a loyal customer base and see recurring revenue due to their ‘quality factor’ as consumers don’t have to worry about receiving a subpar product or service.
The Importance of Maintaining MAP Violation
Maintaining minimum advertised price (MAP) violations is instrumental in preserving brand equity. MAP policies are guidelines set by manufacturers or brand owners that prevent retailers from advertising their products below a specified price. These policies protect the brand’s value and ensure fair competition among retailers.
Here’s why MAP violation matters when it comes to maintaining brand equity:
1. Protecting Brand Image and Perception
By setting minimum advertised price (MAP) requirements, brands can maintain a consistent image and perception among customers. For example, a product usually sold at $100 seeing a markdown of $50 frequently and not during major sales, makes the item feel cheap and can illicit negative feelings toward that brand. Questions like, ‘Why is the product being sold at $100 if it can be sold at $50?’ can arise with customers questioning brand integrity.
This issue can easily arise from unauthorized sellers as well which is why MAP violation monitoring is so important.
2. Preventing Price Erosion and Discounting Wars
MAP violation helps prevent price erosion and discounting wars among retailers. When one retailer starts advertising products below the specified price, others might follow suit to stay competitive, resulting in a race to the bottom. Such erosion of product value can harm the brand’s reputation and make it challenging to command a premium price in the future.
3. Ensuring Fair Competition
Another added value is ensuring fair competition among retailers and preventing pricing strategies that undermine the efforts of those who invest in promoting the brand. By maintaining a level playing field, brands can protect their perception in the marketplace.
4. Strengthening Brand Loyalty
Consistent prices build trust. Shoppers generally peruse multiple platforms and marketplaces before purchasing a product to get the best price possible. This can be attributed to habit as different websites usually carry different prices.
When the price is the same, regardless of the platform, customers are more confident in making their purchase. Over time, they will understand that no matter where they shop, they don’t have to verify prices on another platform which can foster loyalty and satisfaction for the buyer.
Strategies to Ensure MAP Compliance
Maintaining MAP compliance requires a proactive approach from brands. It’s not something that can be taken lightly or deprioritized as the market is flooded with shopping platforms and an endless supply of retailers.
To avoid MAP violations, brands must adopt –
1. Clear Communication and Education
Brands should clearly communicate their MAP policies to retailers and distributors. They should provide explicit guidelines on pricing expectations, consequences of non-violation, and the benefits of adhering to MAP pricing. Educating retailers and distributors about the importance of maintaining MAP compliance will help foster a culture of understanding and cooperation.
2. Regular Monitoring and Enforcement
Brands should invest in robust monitoring and enforcement mechanisms, like adopting e-commerce analytics platforms like 42Signals, to identify and address instances of non-violation. This may involve monitoring online marketplaces, physical stores, and conducting regular audits to ensure pricing adherence. Non-compliant retailers should be promptly notified and provided with the necessary guidance to rectify the situation.
3. Incentivizing Compliance
Brands can incentivize retailers and distributors to comply with MAP policies by offering exclusive promotions, discounts, or additional support for adhering to pricing guidelines. These incentives can encourage retailers to maintain price compliance while reinforcing the value of the brand.
Image Source: Seller Interactive
4. Collaboration with Channel Partners
Building strong relationships with channel partners is key to ensuring MAP compliance. Regular communication, training programs, and joint efforts in monitoring and enforcement help align the interests of all stakeholders towards maintaining brand equity.
Conclusion
Maintaining brand equity through MAP violation is crucial for the success and longevity of a brand. Several businesses succumb to brand degradation due to misguided efforts.
MAP violation monitoring plays a vital role in ensuring your business stands the test of time and can truly flourish despite the numerous challenges e-commerce companies face today.
To know more about 42Signals and how we can be a great partner for your business, contact us at sales@42signals.com
