Skip to Main Content
HBS Home
  • About
  • Academic Programs
  • Alumni
  • Faculty & Research
  • Baker Library
  • Giving
  • Harvard Business Review
  • Initiatives
  • News
  • Recruit
  • Map / Directions
Faculty & Research
  • Faculty
  • Research
  • Featured Topics
  • Academic Units
  • …→
  • Harvard Business School→
  • Faculty & Research→
Publications
Publications
  • March–April 2020
  • Article
  • Harvard Business Review

Pricing Policies that Protect your Brand

By: Ayelet Israeli and Eugene F. Zelek Jr.
  • Format:Print
ShareBar

Abstract

When customers seek out online deals, it seems like a win for everybody: Brands, retailers, dealers, and distributors sell more goods, and buyers get a bargain. What's not to like? Here's the problem: Lured by rock-bottom online prices, customers often end up dealing with disreputable digital resellers that mistreat them, which can erode brand equity and undermine authorized sellers. For brands selling in the United States and Canada, there is a potent countermeasure: crafting and enforcing pricing policies that discourage anyone from advertising or selling a firm's products at an unauthorized discount. This article lays out the four steps essential to designing and enforcing policies with teeth that stay on the right side of antitrust law.

Keywords

Price; Policy; Brands and Branding; E-commerce

Citation

Israeli, Ayelet, and Eugene F. Zelek Jr. "Pricing Policies that Protect your Brand." Harvard Business Review 98, no. 2 (March–April 2020): 76–83.
  • Find it at Harvard

About The Author

Ayelet Israeli

Marketing
→More Publications

More from the Authors

    • April 2022
    • Faculty Research

    Banorte Móvil: Data-Driven Mobile Growth

    By: Ayelet Israeli and Carla Larangeira
    • Proceedings of the National Academy of Sciences

    Eliminating Unintended Bias in Personalized Policies Using Bias-Eliminating Adapted Trees (BEAT)

    By: Eva Ascarza and Ayelet Israeli
    • February 2022
    • Faculty Research

    AptDeco: Circular Economy Furniture Marketplace

    By: Ayelet Israeli
More from the Authors
  • Banorte Móvil: Data-Driven Mobile Growth By: Ayelet Israeli and Carla Larangeira
  • Eliminating Unintended Bias in Personalized Policies Using Bias-Eliminating Adapted Trees (BEAT) By: Eva Ascarza and Ayelet Israeli
  • AptDeco: Circular Economy Furniture Marketplace By: Ayelet Israeli
ǁ
Campus Map
Harvard Business School
Soldiers Field
Boston, MA 02163
→Map & Directions
→More Contact Information
  • Make a Gift
  • Site Map
  • Jobs
  • Harvard University
  • Trademarks
  • Policies
  • Accessibility
  • Digital Accessibility
Copyright © President & Fellows of Harvard College