A "brand name" is often the most important asset of a Franchisor, and there are typically robust legal protections and contractual protections offered to the Franchisor to protect that intellectual property. The "brand name" also has signficant value to the Franchisee - in fact that is the majority of what a franchisee buys. After the brand name/brand identity of a Franchise, what do you think is the most valuable intellctual property of a Franchisor, and why?