Franke Luxury Products Group(FLPG) has designed a unique brand integrity program - TheFranke Authorized Resellerprogram - that launches this spring. Its goal is to protect Franke wholesalers, showrooms, dealer partners and their customers, and to ensure the quality of all Franke products.
According to FLPG General ManagerCharles Lawrence, "Consumers are all familiar with brand loyalty programs that serve the brands; but we were determined to create a partner loyalty program that protects and rewards our partners who share our commitment to the creative design, quality and heritage that define 21st Century luxury."
The mutually binding agreement commits the partners from order taking to sales and services. The AR partners will be distinguished by the willingness to provide proper displays, a trained sales team, pre- and post-sale service, as well as their licensed use of Franke trademarks, copyrights trade dress, etc. Resellers operating without the Franke license are prohibited from using these symbols of brand integrity.
Additional tools Franke will use to protect the image and reputation of its branded products will include:
- The strengthening of its selective
distribution network;
- A Minimum Advertised Price (MAP)
policy;
- Elimination of drop shipments for
internet resellers;
- Graphic standards and trademark
guidelines;
- Authorized dealer locator at www.FrankeKSD.com;
- Unauthorized customer list online
Leading up to the Group's brand integrity initiative, the FLPG also welcomed new partners in four major regions:Platsky/PK Luxuryin New York and New Jersey;William Castorin Texas, Oklahoma and Arkansas;Smith & Stevensonin North and South Carolina; andPinnacle Sales Groupin Georgia, Tennessee, Alabama, Mississippi and the Florida panhandle. This brings the Representation network to a total of more than 20 regional specialists.
Source: Franke Luxury Products Group
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