Some marketers feel that the image of the particular channel in which they sell their products does not matterall that matters is that the right customers shop there and the product is displayed in the right way. Others maintain that channel imagessuch as a retail storecan be critical and must be consistent with the image of the product.

Take a position: 'Channel images do not really affect the brand images of the products they sell that much' versus 'Channel images must be consistent with the brand image'.