Franchisors in Britain face a difficult problem. If they use the techniques of reputation risk management
to protect their corporate brands (which is usually their most valuable assets), they may inadvertently increase their
exposure to third party tort claims. This paper explains why this may occur and how the franchisor could try to do
to deal with this problem. It shall be suggested that a form of reputation risk management should be adopted by
franchisors, even where the tort risk remains. This is because the franchisor has much to gain from having an
efficient method of protecting the corporate brand where appropriate legal and organisational arrangements can be
made to further this goal.