TOEIC question: phrase "Promoting a company's brand franchise"

English as a Second Language Preparation forum for the TOEIC® Test
1

Hi, I’ve just come across the following phrase

… we have to focus on promoting the company’s brand franchise.

Now, I understand that brand franchise here means the company’s brand strategy or simply the brands of our company. Is that right? Is this a commonly accepted use of the word franchise? Thanks in advance,
Olaf

2

Hi Spearhead,

I think your understanding is quite accurate. I would expand the meaning to include a number of brands owned and managed by a single company. The term “franchise” has the connotation of a group of things.

Hope this helps,

-David