Brand Franchise

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Brand Franchise

An agreement between a wholesaler or retailer and the holder of a brand for the distributor to use that brand exclusively in an area. That is, the wholesaler or retailer is the only company permitted to sell that brand product within certain boundaries. This helps the wholesaler or retailer boost its sales, because it can tap into customers' brand loyalty.
References in periodicals archive ?
As Chief Marketing Officer, Lee-Joe will have world-wide accountability for BBC Worldwide's entire brands and marketing strategy, comprising new international brands BBC Brit, BBC Earth and BBC First, and also programme brand franchises.
20 October 2010 - Moody's placed the USD2.25bn (EUR1.63bn) bond of PepsiCo Inc (NYSE:PEP), or PEP, at investment level citing the company's robust brand franchises and global footprint, among other strengths.
"PEP's Aa3 long-term rating and stable outlook reflect its strong brand franchises in snack foods and beverages, global reach, solid innovation pipelines, efficient operations, and extensive and multifaceted distribution network, as well as its good liquidity and continued solid financial performance, offset by higher leverage after the bottler acquisitions," Moody's said.
NEW YORK -- According to an ACNielsen study, global consumers connect with brand franchises that symbolize trust, offer a specific expertise and group products logically.
Louis-based Earthgrains has strong brand franchises in the popular, premium, and super-premium fresh product segments and has leading brands in the fast-growing artisan bread segment in California.
As these deadly sins demonstrate, many things can and do go wrong with maintaining and building brand franchises. If a board wanted to do the best possible job of being effective in safeguarding brands, what can be done?
As Sears reels from merchandising losses, these changes are closing the barn door long after the brand franchise has fled.
Everyone knows that it is much easier to lose a brand franchise than to build one.
Unfortunately, Wall Street's focus on short-term profits has resulted in the erosion of valuable brand franchises that enable companies to price their products and services at a premium.
Do you need to appoint a director of brand equity to prevent the erosion of your brand franchises?