Franchise websites are a network of different websites each promoting a business from a specific location. These individual businesses all promote one brand, unified in a "mother" website that oversees the main changes within each of the different franchises. Each franchise website makes updates on local business processes, while the mother website may streamline content, relay new policies, and add promotional links to the various websites.
Like the franchises themselves, each of these websites is supported with brand protection. Moreover, it is the responsibility of franchisees to preserve the quality and integrity of the websites the brand carries. Brand protection in websites keeps rivals or copycats from making counterfeits of the franchise websites. Copyrighting of the brand can extend to the franchise website itself, which prevents other businesses from using any content.
One of the most practical methods of online brand protection is the parent-to-child publishing strategy of franchise websites. Parent-to-child publishing means that all franchise websites are connected with the mother website, so changes in the mother website can be transmitted to the franchise websites. The same can be done from the child websites to the mother website, but not to the same extent because child websites tend to promote only regional events, especially if it is a global brand.
Global and local content can be regulated between the mother and child websites. In international businesses, franchise website administrators have the option of blending global and local updates on their franchise websites. This may or may not be necessary, but it depends on the nature of the business.
However, strict control is exercised among the franchise websites. A business owner is allowed to review, approve, or reject submitted content to the website before any changes are implemented. This is part of brand control, as it honors the name and integrity of the brand and business.
There are cases in which several contributors or editors work on the content—possibly from the marketing, sales, advertising, or administrative departments. These people are professionals who have the power to change content in the website to keep it up to date with current policies. Regular revisions also inform consumers of new products or services, special promos, or holiday events, reinforcing brand control each time.
Brand control is also reinforced by regulating roles and permissions among these contributors. Websites have registered users who have the right to make changes in web content. They have specific roles, and the changes they make are carefully regulated by the administrator to ensure safety. For more information, see INC.com.
Brand Protection in Franchise Websites: Streamlining Content