Franchisors should adopt a slight, but increasingly necessary shift in their business perspective from being primarily or solely market and margin driven to being more protective of their intangible assets.
Franchise intangible assets
Franchisors and franchise operation success and profitability may not be driven so much by the licensing of intellectual property as they are driven by the highly individual intangible assets franchisees’ develop!
A (franchise) brand integrity – reputation management program is comprised of those processes, features, designs, and business practices that collectively ensure the on-going integrity, safety, and authenticity (consumer confidence) of its products, intellectual property, competitive advantages, reputation, image, and shareholder value.
Franchises’ are not so much driven (economically, competitively) by intellectual property as they are driven by intangible assets!