What does Buona define as 'Digital Marketing'?

According to Buona's 2025 Franchise Disclosure Document, Digital Marketing is defined as integrated marketing services aimed at attracting, engaging, and converting customers online. Buona utilizes multiple online channels for Digital Marketing, including content marketing, influencer marketing, SEO (Search Engine Optimization), social media, and online advertising. The purpose of this integrated approach is to help Buona connect with its customer base through various digital platforms.

Buona maintains significant control over the franchisee's digital marketing efforts. Franchisees are generally prohibited from independently establishing websites, social media accounts, or domain names that incorporate Buona's trademarks or names without prior written authorization from Buona. Buona retains the sole right to create, own, and control the brand's websites and any pages linked to a franchisee's business. Similarly, Buona controls all aspects of social media postings related to a franchisee's operations, although franchisees may participate in content creation and maintenance under Buona's guidelines.

Franchisees need to be aware that they cannot engage in digital marketing using Buona's marks or related to their franchised business without explicit written consent from Buona. If consent is granted, the franchisee must adhere strictly to Buona's guidelines, specifications, standards, policies, and procedures. This centralized control ensures brand consistency and allows Buona to manage its online presence effectively. This also means that franchisees have limited autonomy in their digital marketing strategies and must rely on Buona's expertise and direction.