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  • March–April 2020
  • Article
  • Harvard Business Review

Pricing Policies that Protect your Brand

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

    • September 2023
    • Faculty Research

    The Meteoric Rise of Skims

    By: Ayelet Israeli, Jill Avery and Leonard A. Schlesinger
    • July 2023
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    Crocs: Using Community-Centric Marketing to Make Ugly Iconic

    By: Ayelet Israeli and Anne V. Wilson
    • July 2023
    • Faculty Research

    DayTwo: Going to Market with Gut Microbiome (Abridged)

    By: Ayelet Israeli
More from the Authors
  • The Meteoric Rise of Skims By: Ayelet Israeli, Jill Avery and Leonard A. Schlesinger
  • Crocs: Using Community-Centric Marketing to Make Ugly Iconic By: Ayelet Israeli and Anne V. Wilson
  • DayTwo: Going to Market with Gut Microbiome (Abridged) By: Ayelet Israeli
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