Once upon a time, corporate brand managers needed to scour flea markets and seedy back alleys to fight counterfeiting. Now, they must take on the entire internet, and online channel management is a major challenge.
As a brand manager, you need to know how brand protection is done.
Today, I’m talking about authorization agreements and how Amazon treats them accordingly.
When it comes to authorization agreements and Amazon, Amazon does not respect them at all.
Building a brand is not easy. It requires hard work, dedication, smart planning, and most importantly, a vision or image for what you want your brand to achieve, represent, and ultimately stand for in the minds of consumers. There is no secret to brand success, nor are there any shortcuts to notoriety and recognition of your products. While nothing is certain, it is indisputable that brand imagery is what separates and makes you different from other companies offering the same products and services as you, regardless of the price.
Although still dominated by the retail sector, the Beauty and Cosmetics industry has made an undeniable shift to online sales and e-commerce marketplaces like Amazon, Walmart and eBay. Globally, the Beauty Industry is enormous and continues to grow exponentially. From 2020 to 2021, global revenue increased from $438 Billion to $511 Billion and numbers are expected to continue to climb, with an expected global revenue to exceed $716 Billion by 2025.