LOGO CENTER

Using the logo center concept as a primary means for brand building creates significant value for franchisees. The logo center concept includes price discounts on merchandise purchased in logo stores and the granting of usage privileges for signage and equipment registered in logo programs. Logo center activities are a primary component of brand building from a name recognition perspective and are distinctly separate from advertising center activities that focus on measurable types of brand building and more likely to lead to sales.

Logo center activities create local name recognition for individual franchisees and the combined use of the logo center by all franchisees helps build a national brand that benefits everyone in the organization.

The logo center builds the brand one person at a time, one impression at a time and one consistent message all the time. The key words that comprise all consistent logo messages are BROOKE, INSURANCE and AGENT. Key words are a consistent part of the logo message because an increasing number of consumers are expected to use Google searches to find franchisees on the Web. Because the franchisees' toll-free telephone number includes the word AGENT and because calls received at this national toll-free number can be transferred to a local franchisee, the telephone number is also a consistent part of the logo.

LOGO STORES

Logo stores build the Brooke brand through personal use of merchandise that displays the Brooke logo. Logo merchandise may be purchased at a Brooke retail logo store, or ordered from a Brooke catalog or Web site store. The prices of logo merchandise are discounted to encourage usage and reflect volume purchases. Logo merchandise includes clothing, office supplies and various knickknacks like coffee cups and popcorn sacks.

LOGO PROGRAMS

Logo programs build the brand by displaying the Brooke logo on offices, cars and sports uniforms. Brooke pays 100 percent of the initial cost of signage and equipment that is registered in its logo programs. Franchisees are granted the rights to use this signage and equipment, provided it is properly maintained and displayed.

- Signage Program
Logo center experts provide excellent interior and exterior signage choices. The selection of an office location is partially determined by the visibility it provides for exterior signage. If office locations are carefully selected, exterior office signs are great billboards that create branding opportunities. Interior signage is also important in creating a positive sales environment.

- Mobile Logo Program
The mobile logo program also creates great branding opportunities through colorful “wrapping,” or signage, on trucks and automobiles. Qualifying franchisees may be provided a vehicle to use, provided that certain driving and parking guidelines are met to maximize logo exposure. A mobile logo program complements and supplements an exterior signage program when a wrapped automobile is parked near a franchise office location.

- Team Logo Program
Logo center personnel supply selected youth sports teams with uniforms provided that the accompanying publicity provides sufficient exposure to justify the cost. Brooke's public relations personnel coordinate the associated local news releases through eNR Services.