P/M/150. Some brand owners refuse to supply major retailers who wish to sell at discounted prices. Why do they do this, and is such a strategy likely to be successful in the long run?

This paper looks at the ways in which discounted prices can harm brand image and other reasons why companies refuse to sell their products to retailers, which either would sell then at discounted prices or which have the "downmarket" brand image (such as supermarkets). This essay argues how such strategies affect the brand image and if they are successful in the long run. Essay also considers the grey marketing techniques, which some companies are using to overcome those issues