Duplicate your brand identity: licence or franchise?

When your brand is developing well, or your shop combines several elements of layout, graphic charter, product presentation, seducing your public, why not think of capitalising on the investments made and duplicating what has worked for you?

Franchising, which allows the franchisor to provide all the necessary support to its franchisees (more than 75,000 in France) to repeat its success, comes first to mind. But there is another proven, simple and secure contractual system, which consists of establishing a network by contracting a trademark licence.

The licence allows you to keep control of your brand image while specifying the elements associated with it, while respecting and applying a charter that determines and preserves this identity and consistency. It is also possible to grant exclusivity by territorial area, department, city or district.

The licensor is not a companion, but provides a strong likelihood of duplicating a success.

The licensor “rents” his distinctive signs and works to strengthen their reputation, while the licensee develops his commercial network and his business independently without worrying about design, graphic development or even interior design.

There are more and more licences in the retail sector, but also for service providers, which allows the establishment of different trademarks, all in line with the image of the brand and the associated qualities expected by the user.

We have supported several networks that were often co-constructed with licensees and that gave birth to solid companies with a rapid national expansion.

− Nathalie Fayette, IP Attorney and Founder of Mark & Law