Any franchise system has two main objectives that are to build a strong and trustworthy brand and second is to recruit loyal customers. In order to build a strong brand, both franchisor and franchisee have to work together to send a consistent and positive message to the current and prospective customers. This is the reason why franchisors develop a strict policy for the use of their trademarks and control the marketing and advertising material as well.
Importance of trademarks and marketing material: Franchisors spend a good amount on trademarks. A lot of thought process and designing efforts go into the formation of trademarks, advertising materials, and slogans, the name of the products or services and much more. All these factors provide an identity to the brand. This is why franchisor chooses to legally protect everything associated with the brand or the company. It is very important for the franchisees to use the trademark, brand name and other material associated with the franchisor under strict guidelines established by the company.
When a franchisee misuses the trademark or any material associated with the brand, it not on the harm the brand but also jeopardize the whole franchise model for every single franchisee associated with the brand. To make sure such drawbacks do not happen, franchisors provide the trademarks in electronic format with proper guideline along with dos and don’ts to make sure nothing is out of the place.
In many cases to keep the trademark and advertising artwork safe, many franchisors choose to provide the printed material themselves to the franchisee. In case the franchisee wants to create own artwork and include the franchisor's trademark in it, proper approval is necessary.
Marketing from the franchisor’s end: In most of the cases, franchisors have their own national plan for the advertising of the products or the services. The national plan includes printed material, ads in newspapers, television and radio, ads on social media, and other formats. The public relation department of the franchisor often handles the complete PR campaigns nationwide. In the case of international brands, the companies hire local PR agencies to handle the promotions and provide proper guidelines to ensure equal exposure in every location.
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