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The main component of business identity is the so-called “Brand Character”: the whole human characteristics of the brand. It relates more to the public and their characteristics, and how the product interacts with them. It includes the target audience’s specificities and characteristics, such as age group, gender, social, emotional and psychological status and material situation. As indicated in “The benefits gained from identity building”, Brand Character divides the market into different categories as per income, age, gender and standard of living. This targeting accurately reflects the brand character of brand and the characteristics of its audience that is being addressed, as well as in the possibilities of building sub-identities arising from the main parent brand.
This can be illustrated by the following example: “Mobily” offers a sub-identity of one of its products, “Raqi Service”, which is described as masculine, elegant and classic, while its other service as “Mobily Fallah” is characterized by energetic and fun for youth. And its service “Mobily star” as a classic feminine.
These are the distinctive characters of the sub-identities, which can be called: the brand character. It is about the way it interacts with audience and identifies the features and characteristics of human consumers. For example, if one is asked about McDonald’s, he may answer: funny, spontaneous, loved by children, cheap, available, widespread, fresh and clean.
The presence of a distinctive brand character facilitates the consumer’s deep understanding of this brand, thus creating an emotional relationship with it and specific feelings when seeing or dealing with the brand. This made consumers believe that Nike shoes are not just shoes; they are a way of life and mobility.
The significant point in this aspect of the study is about the mechanism of creating a distinctive brand character. Companies follow many techniques in this aspect, including: using pictures of individuals dealing with the product during their daily lives. The same for many products in the food and personal care sector, or by sponsoring certain events that relate to the characteristics of their audience. For example, Red Bull Energy Drinks sponsors youth events and racing for Formula cars. Or through using celebrities, as do fashion houses and airlines.
Philosophy and importance of franchises to enter international markets
The economic emancipation and liberalization from government restrictions, followed by many countries, helped spread franchises, as an strategy to guarantee the funds and investments of many investors. Franchise is one of the most used ways by fast food restaurants when they wish to advance their markets. Also, our subject franchise comes in use of your trademark.
Studies indicate that the establishment of a new business, under a new name, has a success rate of 20%, while the rate of success of an existing business is 70%. And upon purchasing franchise, the success rates rise to 90%, because more than 60% of the sales of fast food restaurants are attributed to the franchise. So, we planned to have a franchise in the sector of fast food industry of a respectable trademark of a commercial weight and good reputation in the origin country of the trademark.
We have trust in the success of our business strategy, after success from Allah, then work tools that will make use of our will through benefitting of the experiences of our work team in the sector of fast food. what we would like to present to you is an agreement or contract according to which, your company, specialized in fast food industry, grants us a license to use your trademark, in addition to supporting us with all the essentials that fully contribute to the success of the business in exchange for a specific financial benefits that is to be agreed upon. The license may include engineering designs, training, ways to control quality, interior design of the restaurant and all other instructions, associated with practicing activity of license. And we will work on expanding the sphere of your trademark in new markets and enhance the share of total sales of company in a professional manner.
