complements the old. Brand franchise The customer franchise is, to all practical intents, the external alter ego of the brand, and hence can be seen as the mirror image of the brand franchise. The brand is how the producer typically sees the (internal) investment. The customer franchise is the outcome of that internal investment; the counterbalancing entry with the customers. See also Brand loyalty References D. Mercer, ‘'Marketing'’ (Blackwell, 1996) Customer experience