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 ?
NEW YORK -- According to an ACNielsen study, global consumers connect with brand franchises that symbolize trust, offer a specific expertise and group products logically.
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.