Jack Cameron is vice president of programs and member services, Automotive Aftermarket Suppliers Association (AASA).
Do white boxes and house brands typically offer the same level of support (technical and marketing, etc.) as name brands?
At the heart of the AASA “Know Your Parts” campaign is the definition of a full service supplier which clearly differentiates them from low cost, low quality suppliers. In addition to high quality products and brand recognition, full service suppliers offer sales representation and manpower, industry standard cataloging, regional service centers/inventory availability, marketing support and programs, product specifications and quality control, product liability and IP protection, technical support and training, product research and development.
Resellers of products generally are not manufacturers. In the case of private label products, the reseller is merely a repackager. Resellers may offer excellent service, local availability and fast delivery. That is why suppliers choose channel partners to get their products to market. However, the best assurances of quality and safety, as well as value-added essential services, are premium products from full service suppliers. These suppliers have invested in research and development, quality control and – most important – they stand behind the parts they sell. Remember, it is not where a product is made that is important, but rather who stands behind it.
