With the success of many local franchise systems, the drive to establish South African franchise businesses abroad is gaining traction. One of the most valuable components of a franchise is its brand identity: the trade marks inform this identity. Why do we protect trade marks? Simply, they distinguish a business from its competitors. The trade mark of a franchise, for which franchisees pay huge fees, is an indication to consumers of the quality of the goods or services on offer. Without trade marks, some of the best-known international franchises would dilute their market share and brand identity, losing their value.