Franchising grants the franchisor the ability to increase brand awareness by co-operative advertising. Very often franchisees are required to contribute a percentage of their gross sales (usually between two to five per cent) towards an advertising fund. This offers a formidable capital resource for a franchisor keen to raise the public’s perception of its business. The power of advertising should not be underestimated and plays a key role in ensuring the future success of the franchised business.