1.1 Success Factor Franchise
In a broadly based research, the Peckert Group has figured out one of the most - maybe the most - important difference between successful and less successful franchise systems: Brand Franchise!
By the conceptual frame of brand franchise, the former notion of franchise (franchise multiplies business types that are successful in the market) turns into the sustainable and customer-oriented notion of franchise: franchise multiplies businesses (business type + Corporate Identity).
Since efficient processes have become invisible or even naturally to the consumer, customers have to be attracted by emotions, the appropriate attitude and a strong brand world. In other words: with a magnetic and standardized Corporate Identity!
