Final answer:
Building a brand name is not typically a challenge for bricks-and-clicks firms, as they usually have an established brand when they venture online, unlike coordinating prices, handling returns, and building a website.
Step-by-step explanation:
All of the following are challenges faced by bricks-and-clicks firms except building a brand name. While coordinating prices across channels, handling returns of online purchases at retail outlets, and building a credible website are common challenges for bricks-and-clicks businesses, building a brand name is generally not one of them. This is because such firms typically already have an established brand name when they extend into online retail. For example, a company like L.L. Bean, which primarily sells through mail, telephone, and online channels, leverages its reputation for quality and money-back guarantee to mitigate the challenge of customers not being able to see and touch products before purchasing, which is a significant concern for businesses that sell unseen goods.