SANTA BARBARA, Calif. (BRAIN) — VP Components has adopted a Minimum Advertised Price policy, the company announced Wednesday.
“Advertising our products below a certain level undermines the integrity of our brand and our reputation of quality in the eyes of consumers,” said Erik Saunders, VP's brand director. “We’ve created this MAP Policy to ensure that VP’s partners benefit from the strength of the VP brand.”
The MAP Policy is effective as of Feb. 1 and applies to distributors and retailers, including catalog and internet retailers who resell VP products to end users located in the United States.
“VP Components greatly values the efforts of all resellers to distribute VP products and support our customers,” said Saunders. “This MAP Policy is adopted for the benefit of all resellers and will be uniformly enforced.”
Damon Williams, VP's sales manager, added, “We have a very clear direction on how to support IBDs and strengthen the VP brand and look forward to this new program.”
VP's distributors will supply a copy of the MAP policy and a MAP pricing sheet to any new or existing reseller. Additional questions can be directed to Damon Williams at firstname.lastname@example.org.