In this white paper, we discuss both areas of focus and make recommendations for how franchisors can leverage digital tools to protect brand reputation.
The free flow and amplification of information online poses challenges for brand managers of franchise businesses, for whom the strength of a brand is the make or break determinant of success.
Protecting a brand from unexpected and damaging crises requires vigilance and attention to managing the worst impulses of franchisees and customers alike.
Although it is never possible to anticipate when the next "nightmare" story might appear and grow, franchisors can protect themselves by investing in brand compliance (particularly franchisee marketing compliance) and local review management