Our brand custodian model

Our brand custodian model ensures that we manage and enhance four key elements: brand awareness, equity, consistency and loyalty. Our brand strategies are consumer-led, informed by research and tested before implementation.

Famous Brands has a well-established brand custodian model for Leading Brands, where internal brand development is considered a core competency. We have dedicated internal marketing and brand management resources with many years of relevant experience. A healthy competitive tension is fostered between the brand teams as they compete for similar consumers.

We track brand metrics as quantifiable indicators of brand health and strategy effectiveness. These provide insights into brand awareness, engagement, consideration (the likelihood that consumers will support the brand), consumer satisfaction and loyalty. Promotional campaigns are measured against sales figures to determine whether they are delivering results.

Signature Brands uses the same strategy planning process as the Leading Brands portfolio. With smaller brand networks, our brand plans are simplified with fewer strategic priorities. We rely on local marketing activities and restaurant-specific promotions to drive restaurant turnovers.

We consult with franchise partners on brand and marketing decisions, including major brand changes and marketing campaigns. They provide guidance on pricing, new menu items and promotions via our well-established National Franchise Forums (NFFs).

Franchise partners contribute a percentage of their turnover as a marketing fee and receive a detailed breakdown of how fees are spent in line with the Consumer Protection Act (CPA). We present our annual brand plans at the NFF. More details about their brand's proposition and story can be found in their operational manuals.