Ensign

In law, this is one of the intangible elements of goodwill, a sign of customer rallying.

The brand is the extension of the trade name. and constitutes the name under which, apart from the name, the trade is carried out and known to the public (name that the trader affixes to his window, his delivery cars etc.).

In franchise, the franchised point of sale is branded with the brand of the franchisor and only this one.

The rental of the brand is an element of the franchise agreement, it is a distinctive sign of the network. At the end of the franchise agreement, the franchisee must necessarily stop using this sign (“take down the sign”) so that any distinctive sign of the network disappears.