Marketing Resource Management (MRM)
in Franchising

On the one hand, the franchise model distinguishes itself through a strong central brand; on the other hand, through many independently-active local franchisees, who want to be equipped with marketing and POS materials. The franchisee's requirements for brand management and the provision and distribution of advertising and marketing materials that can be localized are accordingly high.

Although both sides profit from a strong brand, there is frequently a conflict of interest. While the franchise holder wants to ensure consistent marketing everywhere through standardization and regulation, the franchisee demands individual design possibilities and a custom-tailored marketing concept for his company.

Therefore, there is great demand for solutions that the franchise holder can use to control the brand communication centrally on the one hand and which the local franchisee can use to adapt this brand communication to his individual needs in a controlled process on the other hand.

Marketing Resource Management thus reflects the basic principle of franchising: the well-organized and structured interplay of a strong central brand with the local sales power on-site.

References

BrandMaker has the appropriate answers for all these challenges. Therefore, BrandMaker is used by a multitude of franchise holders, among others by:

For a complete overview of our customers, please visit our reference site. For information about the modules used by franchise holders, please see our product overview.

Contact

You can get additional information from our "Competence Center Franchise".