Managing the franchised brand: the franchisees' perspective

Abstract

With the growing recognition that brands are valuable assets to organisations, scholarly research has increasingly focused on the critical dimensions of managing brand equity. Such issues have not, however, previously been examined in the context of franchise organisations. This study draws on Keller's brand report card to produce a simple, yet powerful instrument to measure and evaluate the brand management practices within a franchising situation. Two underlying dimensions, labelled internal and external factors of brand management, were identified, with the former being a significant predictor of franchise performance. Prescriptions on the management of brands in a franchise environment are offered, limitations noted and opportunities for further research identified.