Know-How Exchange : Branding

I work for a petroleum retailer (gas stations/convenience stores) that extends its brand to franchisees. Because most of our locations are independently owned, franchisees think their local name is much more important than the regional brand name. Additionally, they think that a nearby retail location that carries the same brand is the competition, not their ally. How can I convince these retailers that brand building is more important that trivial "competition" with a neighboring location with the same brand? How can I show them the value in this?

These merchants often are simple minded, so marketing-speak is not an option. I need to be able to explain this in layman’s terms.