Do Franchises Have To Use The Same Name On All Google Business Profiles?

[Tim Colling]

In a franchise network, must the franchisee's individual Google Business Profiles all use the same name?

If the answer is "yes", where does it explicitly say so in Google's TOS?

I found the section headed "Guidelines for chains, departments & individual practitioners" at Guidelines for representing your business on Google - Google Business Profile Help that could be interpreted as applying to franchises but it doesn't actually say that it does.

Thank you!

 

[Professor M]

"Franchises" can be considered chains to Google, and they may not be considered as the business owner should have control over the profile, not the brand, as per guidelines.

So it depends on who has control over the profiles and if you are looking to have a bulk verification account.

Therefore, they can have a different name if the business signage shows that name, however, if you want to use bulk verification, the business names must be exactly the same.

 

[Marcin Karwowski]

"Franchises" can be considered chains to Google, and they may not be considered as the business owner should have control over the profile, not the brand, as per guidelines.

So it depends on who has control over the profiles and if you are looking to have a bulk verification account.

Therefore, they can have a different name if the business signage shows that name, however, if you want to use bulk verification, the business names must be exactly the same.

Exactly.
An additional advantage of one consistent name and logo is that after some time Google will recognize the franchise as a "brand" and start treating it as such.

For example, it will show more profiles in the same city and sign them A, B, C. And in the search bar it can suggest your name together in a visible logo.

 

[Matt Chauhan]

"Franchises" can be considered chains to Google, and they may not be considered as the business owner should have control over the profile, not the brand, as per guidelines.

So it depends on who has control over the profiles and if you are looking to have a bulk verification account.

Therefore, they can have a different name if the business signage shows that name, however, if you want to use bulk verification, the business names must be exactly the s

"Franchises" can be considered chains to Google, and they may not be considered as the business owner should have control over the profile, not the brand, as per guidelines.

So it depends on who has control over the profiles and if you are looking to have a bulk verification account.

Therefore, they can have a different name if the business signage shows that name, however, if you want to use bulk verification, the business names must be exactly the same.

Does this also apply if the franchise is service area based and doesn't display the address in GBP?

 

[Professor M]

Does this also apply if the franchise is service area based and doesn't display the address in GBP?

Yes, minus the bulk verification as it is not available to service area businesses