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The Issue of Brand Uniformity in Franchising

Author

Listed:
  • Odile Streed

    (CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique)

Abstract

Developed on a model of standardization, and uniformity, business-format franchises are likely to experience growing individualization of demand, from franchisees and final customers. Therefore franchisors may need to evaluate localization, adaptation and mass-customization alternatives in order to satisfy both global and domestic franchisees and customers. However, changes to the business model could jeopardize their brand integrity and ultimately reduce brand equity. Although we do not know whether localization, adaptation or customization will result in higher brand equity, we can assume that it will result in increased brand loyalty, customer satisfaction, and employee satisfaction. The purpose of this paper is to review the existing literature on the topic and to build some groundwork for future research. The key question will be to determine which level of localization and/or customization could be beneficial to both employees and customers and which components of the brand could be safely customized while preserving the integrity of the brand.

Suggested Citation

  • Odile Streed, 2007. "The Issue of Brand Uniformity in Franchising," Post-Print halshs-00151054, HAL.
    • Handle: RePEc:hal:journl:halshs-00151054
    as

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