Keeping control of what you own.
WHY IT MATTERS
Your brand is what the arrangement is built on, and it can be damaged or lost.
WHAT TO ESTABLISH FIRST
Trademark registration, in every territory where the arrangement operates.
WHY BEFORE GRANTING ANYTHING
An unregistered mark is difficult to enforce and difficult to license meaningfully.
WHAT TO CONTROL
How the mark is used What it appears on Quality of what it is applied to Marketing materials
WHY QUALITY CONTROL SPECIFICALLY
Trademark licensing without quality control can weaken the mark.
WHAT TO REQUIRE
Approval of materials before use.
WHAT TO ESTABLISH ABOUT DOMAIN NAMES AND ACCOUNTS
That you own them, not the franchisee or licensee.
WHY
Recovering them afterwards is difficult and expensive.
WHAT TO REGISTER IN YOUR OWN NAME
Domains Social accounts Business listings
WHAT TO ESTABLISH ABOUT LOCAL VARIATIONS
What may be adapted and what may not.
WHAT TO ADDRESS ON TERMINATION
Immediate cessation of brand use Removal of signage Return or destruction of materials Transfer of domains and accounts Removal from listings
WHY THAT LIST
Former franchisees continuing to appear as part of the network is a common and damaging problem.
WHAT TO MONITOR
Use of your brand across the network and beyond.
WHAT TO ACT ON
Unauthorised use, promptly.
WHY PROMPTLY
Tolerated misuse weakens the mark.
WHAT TO KEEP
Records of every authorisation granted.
