Business View Australia

24 Business View Australia - April 2015

compliance and substantial charitable and commu-

nity involvement make the franchise business ex-

cellent corporate citizens at federal, state and local

community levels. It is these attributes that make

brands with a national footprint attractive to inves-

tors who may otherwise not have the opportunity to

work for themselves”.

The core of the franchise concept is the idea of the

brand. This is the face which is presented to the cus-

tomer and it evokes trust, confidence and comfort.

The brand is represented by a symbol or a logo but

ultimately it is intangible and stands for the consis-

tency, standardisation and familiarity which repre-

sents the attraction for the customer.

A business format franchised unit has a complete

plan for managing and operating the establishment,

furnished by the franchisor. There is very little scope

for deviation from the prescribed formula and the

success of the outlet is greatly influenced by the

franchisee’s ability to adhere to the rules and the

franchisor’s capacity to implement them.

The reason for the consistent success of the fran-

chise model of business in Australia is the self-suf-

ficient and entrepreneurial spirit of its citizens. The

government has played its part and implemented a

robust framework for this sector which ensures that

both the franchisor and the franchisee have to per-

form their respective roles in a fair manner.

Lorelle F. Director

, Franchising Centre, Griffith Uni-

versity has this to say about the franchising sector

based on a survey conducted recently, “The Fran-

chising Australia 2014 survey has revealed some

interesting facts about franchising in this country.

Australia is often called the ‘franchise capital of the