We must therefore create the right balance

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Unfortunately, this means putting the entire franchise network at risk.

Why?

Let's assume that the parent company dedicates hours and hours of work to create marketing strategies, while the affiliates do nothing to make themselves known.

This does not mean working together under a single Brand, but rather, it means taking advantage of the efforts of others and reaping benefits from them.


On the other hand, the franchising project is made up of two engineer data main figures, the franchisor and the franchisee , and both must deal with the marketing management of their respective points of sale.

The only distinction to take into consideration is the fact that the parent company can decide whether to directly handle the marketing activities to be carried out or to assign them to an external manager, such as a communications agency.