of course, these nd-image channel members will be in great demand and have their choice of brands to represent. Inducing them to carry any given brand, even one positioned as premium, can be difficult. Even though the manufac turer will not seek intensive coverage. it will need a capable sales force to convince the target channel members to carry and support the brand. Of course, there must be a segment of buyers interested in high quality convinced the brand is high qual ity, and willing to exert effort to make a purchase. Put differently, the high-quality brand's marketing strategy must be correct if the channel is to succeed in implementing it.