New partnership focuses on brand consistency

Good branding is fundamental in what is an increasingly fragmented media landscape, and franchises require access to the latest industry thinking and innovations in order to achieve success.

That makes executing brand consistency across a franchise network a common franchising challenge according to the AsiaPacific Centre for Franchising Excellence.

Kerry Miles, general and business manager at the Centre, said “While there is growing recognition of the importance of achieving brand consistency throughout a franchise group, the feedback we receive suggests there is still plenty of uncertainty and confusion around how this goal can actually be executed in a franchise network."

The Centre aims to help franchisors address these issues though a new 12 month partnership with franchise brand automation and marketing production specialists, Outfit.

“Our strategic partnership with Outfit will help provide practical insights into the measures that can make brand consistency a reality, along with the added benefits of speeding go to market times and cost efficiencies," said Miles.