The image of individual Brooke franchisees impacts the image of all Brooke franchisees. The advertising center implements the following brand safeguards to protect and build the collective Brooke image.

Safeguards to protect the Brooke brand include: 1) logo standards, 2) independent consultants, 3) employees’ expertise and 4) legal review.

Safeguards that build the Brooke brand include: 1) franchisor’s group budget, 2) franchisees’ local budgets, 3) measuring budget effectiveness and 4) public relations.

Logo Standards Safeguard Advertising department personnel work collectively on behalf of all franchisees to ensure that the brand and trademarked images are properly used and displayed. Branding standards have been developed and are monitored for compliance by the advertising department.

Independent Consultants Safeguard The advertising department utilizes third party information, consultation and professional assistance including: 1) advertising agencies for advertising materials and media buys, 2) certified marketing representatives for yellow pages research, analysis and to negotiate discounts, and 3) consultants to develop demographic software and interpret demographic data.

Employees’ Expertise Safeguard Advertising department personnel have developed expertise in their disciplines by focusing their work on a specific area. Advertising department personnel also develop expertise from regular interaction with independent consultants and vendors. Additionally, three advertising center employees are enrolled in the International Franchise Association program to acquire additional expertise in marketing, advertising and other franchising issues.

Legal Review Safeguard Advertising department personnel work closely with Brooke’s legal counsel to help ensure that advertising materials and advertising campaigns are legally compliant.

Group Budget Safeguard Brooke has consistently and significantly increased the amount invested in advertising and promotion for the benefit of the entire organization. The advertising department’s objective is to maximize the effectiveness of this investment for the good of the franchise organization as a whole. Accordingly, advertising materials are developed with the consistent use of a centralized phone number (866-77-AGENT) and Web site (www.brookeagent.com) that are beneficial to the entire organization.

Local Budget Safeguard Brooke allocates some of its group advertising budget for sharing of expenses in approved local advertising campaigns initiated by franchisees. Approval of these campaigns for cost sharing requires some indication that the campaign will be effective and that the campaign will provide benefits for the collective franchise organization. Franchisees may initiate advertising campaigns that have not been approved for cost sharing by Brooke, provided that those campaigns comply with the advertising department’s branding and legal standards.

Budget Effectiveness Safeguard It is important to the collective franchise organization that Brooke’s advertising budget is allocated to campaigns that are proven to be effective. The advertising department relies on independent consultants, internal expertise and campaign surveys to estimate the degree of effectiveness. As a clearinghouse for the organization’s advertising information, the advertising department is more likely to know what campaigns will be effective.

Public Relations Safeguard Effective public relations campaigns carried out by individual local franchisees contribute to the positive collective image of Brooke franchisees. To help franchisees cultivate good relationships with their local media, the advertising department retains a third-party public relations service that builds local media lists, contacts local news outlets and assists in local story development.