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Skip to 0 minutes and 9 secondsIn the case study video, Brian and Michelle decided to name their franchise business Force 10 Boat Valet. Now they need to protect their brand in Australia and overseas.

Skip to 0 minutes and 24 secondsThe brand is the feature that distinguishes one business from another. In Brian and Michelle's case, they need to figure out what message they want to convey to their target clients, boat owners, and prospective master franchisees, and franchisees. Their brand has to convey professionalism, connection with the sea and lakes, responsible approach to the environment, respect for confidentiality, and awesome customer service. As they want to create an international franchise, they need to think about how and if the Force 10 brand will translate well into other countries. They also need to work on a logo design with a view to registering this as a trademark in all the countries they intend on expanding into. Sound and colour can also be trademarked.

Skip to 1 minute and 18 secondsThey might also think of a tune to use in their advertising. Once they have decided on their brand, Brian and Michelle need to be very careful not to discuss it with anyone who might steal it and register it in another country with the intention of holding them to ransom later.

Skip to 1 minute and 39 secondsIn some countries, trademark protection is on a first to use basis, and in others, it is first to register. They will need to register a domain name and email addresses and create a social media presence. The wording of the agreements needs to ensure every aspect of the brand is protected at three stages, while potential franchisees are considering investing, once they have invested, and when they ultimately leave the system. Another aspect of branding is designing the uniform the franchisees and their employees will wear. As they expand into other countries, Michelle and Brian will want to be sensitive to cultural issues of clothing. They have chosen to run their franchise with a sustainable approach to the environment.

Skip to 2 minutes and 30 secondsThis means that they want to use environmentally friendly products that have been sourced locally to reduce the carbon footprint of freight. What challenges will this present to Brian and Michelle and their overseas counterparts? Michelle and Brian are aware that in the US, Australia, and Brazil, some franchise systems are attracting negative press for franchisees allegedly underpaying their staff. They may start to think about how they can prevent this type of problem. That is, what professionalism means to them. To conclude this module, expand your knowledge by taking part in two activities, a discussion on how brands send different messages from culture to culture. And finally, follow the links to look through the recommended readings and resources.

Building and protecting the brand

In the first scenario, Brian and Michelle decided on a name for their business and now they need to follow through with development of their brand image with a focus on professionalism and consistency and protecting it through registration where possible.

In this video Dr Jenny Buchan discusses the important considerations for protecting a brand.

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This video is from the free online course:

International Franchise Law: the World is Yours

UNSW Sydney

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