As holder of the trademark rights, the franchisor determines the communication plan it wishes to implement at network level.
Franchisees are required to implement communication actions initiated by the franchisor.
To this end, they may be required to use the communication agency referenced by the franchisor.
Communication may give rise to the payment of a communication royalty:
in this case, this royalty is allocated by the franchisor to the implementation of actions and supports that can be used by all franchisees.
At the same time, the franchisee must be proactive:
– it may be obliged to invest a minimum annual amount in communication actions
– it may also be required to invest a percentage of its turnover in communication actions
Communication operations initiated by the franchisee must be approved by the franchisor, in order to validate that they comply with the trademark’s image.
