The effect of franchise architecture on regional identity

Abstract

Corporate chains have been aided by globalisation in being able to provide the same goods and services all over the world. The architecture of their franchise outlets is used to communicate the high similarity between one outlet and another. It is a product of the brand identity and can easily overpower the visual and cultural identity of a region. The purpose of this study was to investigate the impact of the architecture of franchise outlets on the architectural landscape. This was done by examining case studies while addressing the following questions: • How does architecture tie to the culture and identity of a region? • Is globalization causing standardisation in architecture and threatening the uniqueness of a region? • Is the use of prototypical architecture necessary for franchise chains to survive? • How can the architecture of franchises convey corporate identity while not threatening the identity of a region? The principal conclusion was that, with careful design, it is possible and beneficial to achieve a balance between communicating the identity of a brand and that of a region without compromising on sales.