• Art Fletcher

MAP Policies: The Good, the Bad, and the Ugly

When it comes to MAP policies, there are three things that you need to worry about: the good, the bad, and the ugly. The good is that a MAP policy can help protect your brand and maintain product value. The bad is that if you can't enforce your policy, it can do more harm than good. And the ugly is when unauthorized sellers start selling your products at a discount, it will have a long-term negative impact on your brand's health.

What is a MAP policy? A MAP policy is usually a unilateral minimum advertised price agreement between brands and retailers. The idea behind a MAP policy is to protect the value of a product by ensuring that it is not advertised below a certain price. This helps to keep products from being devalued in the marketplace and also protects the investments that brands make in marketing and advertising.





There are a few things to keep in mind when it comes to MAP policies. First, you need to make sure that your policy is enforceable. This means having a clear definition of what constitutes an advertisement, as well as having a way to track and monitor compliance. Second, you need to make sure that your policy is reasonable. A MAP policy that is too restrictive can be difficult to enforce, and a MAP policy that is too lenient can defeat the purpose of having a policy in the first place. Finally, you need to be aware of the potential negative impacts of unauthorized sellers discounting your products. Unauthorized sellers can damage your brand's reputation, as well as erode the value of your products in the marketplace. The real harm with unauthorized sellers is, that they are not beholden to a Brands MAP policy, as the policy is usually a unilateral agreement between a Brand and its' customers.

Effective MAP policies hinge on a brand's ability to manage its distribution channel, understanding how the Grey Market is acquiring product and putting a stop to that, unlocks the ability to enforce MAP policies, allowing brands to maintain product value and brand health. Unauthorized sellers often sell products at a discount, which can devalue the product and damage the brand's reputation.

There are many reasons to have an enforceable MAP policy, but here are the top three most important ones.

1. The importance of maintaining product value

2. The importance of protecting your brand's reputation and relationship with good accounts.

3. The importance of protecting your brand's health.

First, a MAP policy can help protect your brand and maintain product value. When products are advertised at a discount, it can devalue the product and damage the brand's reputation.

Second, unauthorized sellers often sell products at a discount, which can devalue the product and damage the brand's reputation. Good accounts are important to a brand's business, and a MAP policy can help protect those relationships.

Finally, a MAP policy can help protect your brand's long-term health. Compromised product values and the inability to manage Unauthorized sellers can damage your brand's reputation and erode Brand Health and ultimately Brand Equity.

Unauthorized sellers can have a negative impact on your brand's reputation and erode the value of your products in the marketplace. It is therefore important to manage unauthorized 3P sellers on Amazon and eBay, as well as enforce MAP policies. By doing so, you can protect the value of your products and maintain the health of your brand.

Do you have a MAP policy? What has been your experience with it? Let us know in the comments below.

If you need help enforcing your MAP policy or managing unauthorized sellers, contact us today. We can help you protect your brand and maintain the value of your products. Visit our website to learn more about our services, or contact us to speak with one of our experts.

For more information on how to protect your brand and product values, or to learn more about our services, contact us today.

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Counter Diversion is a boutique SaaS company - we don't have marketing and we don't use high-pressure sales tactics. Our goal is to have solid, honest conversations about the issues at hand and then either recommend our service or another one that is a better fit for your needs. If you'd like to engage in that type of discussion, please schedule a free consultation.

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