This product is the tried, tested and successful system, as opposed to the earlier situation where the product was the individual goods or services offered in the company-owned outlets.
Marketing from the franchisors point of view is not a transactional concept (i.e. pricing, distribution etc.) but a relationship concept such as the importance of customer/client trust, satisfaction, customer retention which would then ultimately will lead to profitability.
The marketing perspective of brand value is established in the images, beliefs and core association’s customers have about a particular brand, and the degree of loyalty or retention a brand is able to sustain.
