Critical Problems Associated with Franchise Brand Management

Debra Morgan, Marketing Tech Outlook | Thursday, December 17, 2020

Marketers often find several challenges in franchise brand management, but technology advancements can now help overcome many of these challenges.

FREMONT, CA: There are several problems that businesses face when leveraging a brand management solution. A SaaS brand management solution is ideal for busy corporate stakeholders, graphic designers, brand managers, and local marketers in the distributed environment. The platform is designed for the unique needs of the distributed organization. Additionally, the convenient, easy-to-use, and customizable templating, authorizations, and reporting features can take the brand to the next level.

Organizations can use this information to guide their decision making on brand management software investment.

Difficulty Using the Software

There is nothing graver than investing in a brand management solution only to find out that the business needs to spend an extra 40-60 hours on system onboarding and training. Regrettably, hard to use the software is one of the most significant sources of frustration regarding brand management.

Thus, an efficient, simple, and easy to use and manage brand management software is what comes into play—the one where training and support teams are always available to guide businesses toward successful system adoption. Additionally, when one does not have the resources available or are tight on time, the managed service options are ready to step in and do the work.

High Costs

Unfortunately, some brand management providers unfairly charge customers for every feature and request. Over time, these expenses can add up. Thus, a unique pricing model is based on the value that a brand achieves through it and gives access to:

• Packages intended to maximize system efficiency.

• Ongoing system training and support.

SaaS as Opposed to On-Premise

There are a few exclusive variations between SaaS and on-premise brand management software. Many firms today prefer SaaS brand management over on-premise or other hybrid solutions. According to recent reports, global SaaS revenues are projected to reach $113.1 billion by 2021, a 30 percent increase from 2019.

The benefits of SaaS include:

• No dedicated IT resources.

• A complete integrated solution.

• Routine updates and maintenance.

• The flexibility of self-service marketing.

Zero Adoption

The average franchise operator, agency owner, and the hotel manager is not a marketing expert. As such, system implementation is a real pain point that brand managers experience regularly. The key to getting people to use the software essentially is to make it simple and easy to comprehend. Businesses can give these stakeholders plenty of resources, like training, fact sheets, and tools to help them use the system.

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