This is an old saying in the franchise world that helps separate independent businesses from those operating under one brand.  As a franchisee you own your business.  There is a proven system of operations, marketing, sales and services in which you have access to.  Also there is normally brand equity that can be enjoyed by the start-up franchisee.  

Leveraging the brand and the experience of the brand while operating your own business is one main reason why people invest in franchise systems.

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