Franchise marketing operates on two levels: the franchisor runs national brand campaigns, while individual franchisees handle local marketing within brand guidelines.
McDonald's runs global TV campaigns (franchisor marketing) while local outlets distribute flyers and offer location-specific deals (franchisee marketing). This dual approach ensures both broad awareness and local relevance.
Successful franchise marketing requires clear brand guidelines, approved marketing materials, and strong communication between franchisor and franchisees. Consistency is essential — every location must deliver the same brand experience.