Van Kamp Sea Foods devotes most of its marketing budget to trade discounts in the form of off-invoice and promotional allowances so its canned tuna and salmon brands can remain price competitive with private label brands. The heavy emphasis on trade promotion makes it difficult to:
A. encourage consumers to buy on the basis of price.
B. build and maintain store equity for retailers that carry the Van Kamp brand.
C. build relationships with the traders.
D. build a Van Kamp brand identity and image.
E. encourage retailers to use Van Kamp's planograms.
Answer: D