What should a franchisee look for in the intellectual property (IP) of a franchisor? It is a sign of a good franchisor if the
IP it offers up is comprehensive, complete and the whole package is neat. Compare it to looking to buy property: good fences, fresh paint and a neat garden tend to show that a property has been well maintained. This gives buyers confidence that they are likely to have found a good buy and that a deeper, or qualified, inspection will show the whole structure and foundation are sound.
So what should a good IP portfolio look like?
The intellectual property should be consistent with the franchise itself so the main elements, or main character which attracted you to investigate the franchise in the first place, should be showing up as registered trade marks eg the name and the logo. Also the look and feel should either be registered trade marks, or recognised as common law trade marks, or described as a part of the livery, or style, of the business. Full article.