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Time is TBD


CAW Academy Classroom

The Importance of Branding, Franchising and Licensing (FC2)

Branding has long been known to improve business patronage. Discover the unique power of F&B branding and design, and how food brands capitalise on this to generate queues day after day, month after month. Hear from different industry practitioners and gain cross-discipline knowledge and strategies.

The Importance of Branding, Franchising and Licensing (FC2)
The Importance of Branding, Franchising and Licensing (FC2)

Time & Location

Time is TBD

CAW Academy Classroom

About the Course

Course Objective 

This course is designed to cut through the marketing jargon and deliver brand understanding simply and effectively.

You will also study the wealth-creating power of franchising is well documented all around the world.  Discover the inner workings of a franchise system, its  3-step process and how franchise systems function in different countries.

By the end of this course, attendees will learn how to: 

  • Create a powerful branding 
  • Improve customer experience through branding 
  • Successfully position their brand in the market
  • How they can leverage their powerful branding and operations into a profitable Franchise business 
  • Create a franchise business with considerations of the Franchising Laws in Singapore 
  • Scale their business beyond Singapore through licensing, IP rights and Franchising 

Course Duration

3 Days of 7 Hours Each (Total 21 Hours)

Daily Schedule 9.30 am - 5 pm (Inclusive of breaks)

Course Level

Professionals, Managers, Executives and Technicians.

All courses and materials are delivered in English.

Who Should Attend 

Aspiring F&B Entrepreneurs, SME Business Owners, Brand Custodians, F&B Creatives.

Program Information 

Part 01 – Origins of Branding & The Modern Brand

The history of branding is presented, with a brief look at its changes through time. The modern understanding of the brand is presented with a focus on how businesses grow their brands at different phases.

Part 02 – Power of Branding I – Culture, Storytelling & Design

The power of branding is examined in the context of F&B businesses. Storytelling, brand success, authenticity and culture, these four are presented in conjunction with the discipline of design.

Part 03 – Power of Branding II – Your Customer’s Experience

Moving beyond logos and graphics, the customer journey is mapped and detailed, with clear links shown between F&B brand values, culture and the actual customer experience.

Part 04 – Your Brand in The Market Place

How can a brand navigate its way in the F&B marketplace, social media, customer voices and potential copycats - all-powerful agents of disruption? Learn useful skills and strategies in making these factors work for your brand.

PART 05 – Origins of Franchising & Applications

A brief history of franchising is presented and discussed, with a focus on global and regional  F&B brands. The three types of franchises – Single, Area, and Master, will be discussed in detail.

PART 06 - Phases of Franchise Development 

The three phases of setting up a franchise system are presented – 1. Brand Assets, 2. System Documentation, 3. Legal Process. The purpose and functions of each phase are explained using  F&B business examples alongside a working timeline.

PART 07 – Phases of Franchise Development II

The three phases of setting up a franchise system are further reviewed, with a breakdown of the professional skills required at each phase.

PART 08 – Franchise Sales in Singapore & Beyond

How are Franchise Systems sold in Singapore, Asia and beyond? What if my franchisee starts selling other products? These questions and more will be covered during a comprehensive Franchise Q&A.

PART 09 – Franchising Laws and Intellectual Properties

Franchising and licensing are ways to scale a business locally and/or internationally once it is proven successful and viable. Licensing of IP rights are at the heart of a franchise contract. Learn how you can create successful franchising or licensing model where you may derive maximum benefits from identifying all the IP owned by your company; determining the strength and coverage of those assets; filling in any gaps in coverage; and, finally, monetising those assets.


Course assessment will be based on classroom exercises, case studies and attendance rate.

Course Fee (includes course materials)

Non-member: $1,700 

NTUC / Singapore Chefs' Association Member: $1,100 

For NTUC Members aged <40 with UTAP: $850

For NTUC Members aged ≥ 40 with UTAP: $600

Membership, UTAP and Promotion details:

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