3.1 Brand Franchise Guides Successful Franchisees
In the conceptual frame of "Brand Franchise", the complete brand world is defined by the franchisor and realized in the pilot operation. Besides the process-related basis (business format), it provides the brand world with a "real shape" and a "real entity" with the "real behavior" - i.e. for all franchisees a binding and ideal Corporate Identity (CI). The pilot operation serves as a prototype for the franchise system. Through franchisees, it is about to be multiplied and to be established in the local markets. Thus, franchise becomes an appropriate business multiplication. Both business format (functional and process-related parts of the entreprise) and Corporate Identity are multiplied.
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| The Peckert Group has identified and standardized 9 milestones for the professional system installation and development. "Franchise is not rocket science - you just have to plan it thoroughly." (Felix Peckert, Bonn) |
This is exactly the difference between the classical and increasingly out-dated process-related franchise approach of the mere multiplication of business formats versus the conceptual frame of "Brand Franchise" which has been developed by the Peckert Group. Brand franchise multiplies franchisee entreprises, i.e. the business format as well as the Corporate Identity.
