The white paper on reseller pricing programs discusses strategies for manufacturers to protect their brand value by controlling resale price erosion. Key approaches include implementing Minimum Advertised Price (MAP) and Minimum Resale Price (MRP) policies. MAP policies set a minimum advertised price but allow resellers to sell at any price, while MRP policies enforce a minimum selling price. Other tactics include cutting off unauthorized resellers, using agents, creating different buy prices for reseller categories, and offering target-price rebates. The paper emphasizes the importance of consistent enforcement and compliance monitoring.

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