Building Healthy Franchisee Relationships

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Franchising is based on a balanced partnership , where both parties must thrive for the common success. In the case of Benetton, rigid contracts and decisions imposed from above have generated dissatisfaction among franchisees, weakening the commercial network. A franchisor must consider affiliates as strategic partners , not simple executors, ensuring support, training and fair contractual conditions. Open communication and sharing of strategic decisions strengthen trust and collaboration within the network.

Investing in communication and digital
Communication is the fuel that keeps a brand alive . In the rich people data years of its decline, Benetton abandoned the strong advertising campaigns that had made it famous.

For an entrepreneur, this shows that investing in advertising and marketing is essential to maintain high brand visibility . An active presence on social media, targeted campaigns and authentic storytelling help build an emotional bond with customers, strengthening brand loyalty.