Franchising: How Brand Power Works

Luciano Benetton

Chapter 9 in Brand Power, 1994, pp 151-165 from Palgrave Macmillan

Abstract: Abstract It is perhaps a little curious that I have been asked to write about the relation of brand power to franchising as the Benetton brand (see Plates section) has never been developed as a franchising operation and there are no plans to do so in the future. However, as our distribution system is similar in important respects to franchising, and as both approaches reward the entrepreneurial drive of individual proprietors, I feel comfortable discussing the relative merits of each. In addition, I will explain how our distribution system became an integral part of the global enterprise that is Benetton today.

Keywords: Trade Mark; Plate Section; Representative Network; Shop Owner; Centralise Purchasing (search for similar items in EconPapers)
Date: 1994
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DOI: 10.1007/978-1-349-12840-2_10

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