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BRANDchise™ is a management reporting tool for franchise brand owners, their legal counsel and their marketing managers. It assess the upside attractiveness of the brand to prospective franchisees, and pinpoints any downside risks to brand reputation and financial value.
BRANDchise offers specific measurement methods to evaluate consumer perception of your brand (including customers of competitor brands), the social media "buzz", and quality of service at the store level. Equally important, BRANDchise identifies current risks of trade-mark infringement and depreciation that can threaten the value of the business.
BRANDchise's evaluation tools can be applied to a specific objective and implemented with a level of quality control sufficient for legal evidence. Those tools may include confidential audits of protection and enforcement mechanisms which the company has in place, cost-effective consumer surveys, social media monitoring, investigative Internet searches, and mystery shopping.
BRANDchise is customized to your specific business and management needs. It is a tool you can use to build on your franchise’s tried-and-true formula for success.
Deliverables
BRANDchise offers three optional components:
BrandAudit
"Documenting and Valuing the Intellectual Property of your Franchise Brand"
A BrandAudit is a systematic identification of your franchise brand’s rights, protection mechanisms, documented corporate strategies, and potential financial value.
A BrandAudit produces an important and practical management document that:
- Confirms the extent of legal protection of brand indicia as used by the organization and franchisees, and identifies gaps that need to be addressed
- Identifies any observable compromises to brand consistency as used by franchisees, and any competitive threats to the brand, and recommends steps to reduce the risk of brand depreciation
- Identifies untapped opportunities for monetization
- Provides essential information for potential bank financing, mergers, acquisitions, or joint ventures
Brand Distinction
"Measuring the Distinctiveness and Reputation of your Franchise Brand"
Through market measurement tools, Brand Distinction produces a scorecard of the following factors:
- Consumers’ ability to link brand indicia to your company source
- Competitive positioning, including competitive comparisons of service and satisfaction
- Traditional media, Internet, and social media mentions, and their context
These measurements are extremely valuable for any future trade-mark litigation your company may encounter.
BrandAlert
"Monitoring Social Buzz and 3rd party Usage of your Franchise Brand"
BrandAlert is a proactive management information service that produces “early warning signals” of threats to the brand. A weekly or monthly report provides prompt notification of the following:
- Introduction of a similar brand name by another company in a related business, or attempts to register a trade-mark or domain name similar to your own
- Disparaging use of your brand by another company or person
- Consumer sentiment, positive or negative, as expressed unprompted on websites, social media and blogs
- Traditional media reports, positive or negative
Benefits
You can’t manage what you don’t measure. BRANDchise is an opportunity to proactively manage your most valuable asset, and helps you address threats before they take shape.
BRANDchise assists management, corporate counsel, and the board of directors to meet the strategic goals of the company. It uncovers today’s risks. It provides information of direct relevance to attracting new franchisees. It helps to establish a process of documenting essential information for ongoing protection of the brand.
Above all, BRANDchise provides a practical, common-sense report with action-oriented recommendations for your brand's growth and protection.
Contact Us
To explore the possibilities for your company, please contact:
Fiona Isaacson
BRANDchise Manager
CorbinPartners Inc.
416-413-7600
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BRANDchise
