October 2014
Intermediate to advanced
618 pages
19h 56m
English
Content preview from Restaurant Franchising, 3rd Edition
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500 Restaurant Franchising
brand. Franchisors can also decide on the franchise fees, royalty, and other
fees based on how well-established and popular a brand is. Franchisors are
therefore very protective of their brands since their reputation is tied to the
brands. Since franchisees play a role in brand protection, franchisors are very
selective in selecting franchisees and monitor quality regularly. Brands are
therefore very carefully prepared by the process referred to as branding. The
advantages of strong franchise brands are listed in Table 16.2.
Branding refers to incorporating desirable attributes of a strong brand
into the products or ...
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