GBM 5 LLC
4 Ways to Build a Brand
Profitability of the Brand
Distributors are in the profit making busines. They (the DSD) must be able to turn a profit on the brand.
Viability of the Category
Distributors evaluate a new non alcoholic brand category as a whole to make sure it is there to stay, with the opportunity for growth. For example, Red Bull and what they did for the energy category.
Support/Investment against the Brand.
It is very important to make sure a new brand is investing back into the brand in terms of marketing, promotional support, etc. to grow sales and gain market share.
Visibilty and Availabilty
Having a Representative that is visible and available to work closely with the DSD is very important when expanding a new brand. Although this is number 4 it is the most important of all. Distributors are more open to doing business with brands that have a representive in the market.
