As the founder of a Franchise Company, I can tell you that a positive brand image is paramount to survival. Not only to selling the franchise outlets, but to keeping customers happy and coming back for the product at all your outlets, stores and franchisee locations.

A franchisor must guard their brand with vengeance and be prepared to fight when and if it comes under fire. I would like to take this opportunity to advise that you read the following book to help assist you in your on-going education in this matter:

"McLibel - Burger Culture on Trial" by John Vidal - 1997. Franchising Companies, especially big ones like McDonalds must defend their brands with ferociousness. When McDonald's came under fire in a lawsuit in England it produced the longest running case in their history over a libel issue. McDonalds was put under a microscope and more issues sprang up, such as:

• Detriment to the Rain Forest
• Recycling Policies
• Steroids in Cows
• GM Seeds
• Obesity Issues
• Advertising Campaigns
• Employment Policies
• Animal Rights
• Litter
• Nutrition

McDonalds survived the scrutiny, but many anti-McDonalds customers were created, questioning the 20,000 plus unit chain. Still to this day McDonalds is blamed for all kinds of things and this is a PR Nightmare and has been studied by marketing MBA students and professors as much as any other case study.

This book is well referenced and based in fact; it is a case study worthy of understanding and dissecting, to prevent such a thing from happening to your company, whether it is big or small. Your brand is your life - guard it as such.

L. Winslow is an Economic, Political and Technology Advisor to the Online Think Tank, a Futurist and retired entrepreneur http://www.worldthinktank.net [1] Currently Mr. Winslow is planning a bicycle ride from Canada to Mexico and in Spring across the US from San Diego to Virginia Beach to raise money for charity. Previously he was a track star athlete, private pilot, involved in politics, community volunteerism and a Franchising Founder. Mr. Winslow has chosen 100 titles of Books he wishes to write and has completed ten thus far. The subjects include; Community Planning, Future Tech, Franchising, Small Business, and Third World Issues.