Brand name -Franchising
Franchising Americans are initiated and defined as the link between the top of the transfer (manufacturers or service organizations) and franchisee (the business itself). Who transferred to borrow brand and business system includes all the way management. Recipients also transfer money paid to rent the copyright and trademark charge money for business with the name and system of the transfer.
To develop a franchise business or franchise can say is quite complex and is affected by many factors other than the model of other business. It’s important method of business is located in 5 factors were seen as the key of success:
Brand identity
Brand identity is the core values and characteristics of the brand, is a seal exists in the mind customers a deep dark and makes the most difference as compared with other brands. Building a brand name will rotate rather than part of the core values that make up the image and commitment to customers a consistent way. It can be said, the biggest value of the contract franchise is located in the transfer of this identity is person to the franchise as a competitive advantage preeminent help them build their business quickly the most . But the franchise is very hard to protect this value because it depends on who is keeping the franchise has been the sovereignty of the brand image at certain levels or not. The franchise system as big as they easily lose control if brand identity is not strengthened and protected.
Trung Nguyen is the first to apply franchising brands in Viet Nam, and it can be said has achieved great achievements in the first phase construction and development of new models this. But also difficult to comment success will reverberate over as long as right from the start if Trung Nguyen has invested in the protection and control brand identity their strict and more. Difficulties largest system Trung Nguyen coffee is the development and implementation of the “originated creativity” to the cafes in their system did not really cause was impressed as expected in mind customers. This requires Trung Nguyen must be a very big effort and cost more money to re-establish brand image taken bold identity and sense of pride peoples. Franchises such as Pho 24, Kinh Do is also implementing strategies “slow but sure” to build the franchise system to ensure that the values of their core is always synchronized and consistent in all Franchised.
Location
There are 3 factors kì very important in the franchise brand in the fields of fashion, dining and entertainment. The first factor is location, is the second location and the third is also the location. McDonalds is the chain stores and fast food use of the franchise system was successful in the world, but many people do not know that the principles of their business is in addition to focusing on fast food also focuses on real estate . The placement outlets McDonalds has taken the position the two front is at the center of the neighborhood, and density of people through the line again the highest.
KFC in Viet Nam also apply this method and very successful. The placement of KFC outlets are located in the best position: KFC Hai Ba Trung, KFC Diamond Plaza, KFC Le Lai … to ensure that chain stores are always your choice of the first customers every time think of fast food. Pho 24 is very well opt to put the position and is located in the crowded streets with overseas guests. For stores, franchise business such as the location requires most difficult job in selecting people who are franchised. If you have a good location means you have a 50% chance to succeed.
Marketing efforts
The franchise has a large part of marketing budgets for their own gain. Many franchising requires the marketing pattern is quite special and a combination between a franchise and the franchise. Depending on the type of business is selected, you can choose the method of marketing and most relevant ads. Starbucks successful with the changes each employee regardless of their position which should be a marketing specialist clipper to anywhere anytime can be consulted, may direct marketing for the brand name of Starbucks.
In addition, cultural factors are very important. The chain stores such as McDonald’s to build the marketing plan at national level next to the planned area for each system works its franchise people must understand that, the experience of customers in each locality, each different area is a particular advantage of the franchise in which local, and the franchise should take advantage to strengthen their brand names. The difficult parts of relationships franchise is how to combine the identity of the brand with marketing plans of each locality,
Long-term strategies
Usually the franchisor will help you shorten the time to prepare the basis of the original, but it does not mean you do not have to build a long-term strategies. A dealer franchise also need about 2 to 3 years before seeing the profit, and if you do not have a full plan, you will be gulp before have the opportunity to succeed.
Business franchise brand in Viet Nam is still not popular, partly because quite new and there are many inadequacies of the law, the other part is due to build up brand has not really been appreciated and looks a little careful. Trademarks are the property cost you the most when the franchise allows its agents to use, they help business and development without undergoing a phase building competitive advantages. But problems are only one-way, the majority of agents did not pay much attention to the cooperation with developing franchise, and the franchise is only focused on the expansion of scale for themselves. Business always requires the strategic and long-term strategies in franchise requires a commitment to participate from both sides because of the long-term goals.
Managing people
A sincere advice: If you lack skills to work and interact with people, you should not select the franchise. But if you really see here is the path take you to be successful, you must make extraordinary efforts and work with all enthuse. And only enthuse you can transmit inspiration for work and for others. Moreover, a franchise owner or user franchise, you need to interact with all people in surrounding relating to the operation of your business. The ability to manage people very necessary in the business, and more and more important in the field of franchise requires the cooperation and mutual trust of the members involved. Issues management people will bring internal resources for your brand before you start to develop it into a system. The registration of the contract to a new franchise is the first step, is not the end of the relationship.
5 labels on to be the foundation to help you and your brand to develop a firm, is the foundation helps you expand the system its business by franchising as well as selected brand appropriate if you want their own business. The development of this factor into the rules and commitments activities will help you manage a comprehensive system of their franchise. And according to David McKinnon, CEO of Molly Maid, commented: “We not only implemented the system of Molly Maid, but we also created the factors helping to develop systems that. It is not designed to punish, but is designed to protect the brand and support our users and follow the development of the system “
Tags: Brand Name, Franchising brand
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