Brand Management And Franchise A Combination Of Policy Research

On account of the exquisite competition in the global markets, brand has become one of the most important components of the firm~ s core competency, while franchising is a way to help the enterprise to acquire special competitive advantage. So the integration of branding management and franchising must make the enterprise gain a competitive edge. Franchising is on the basis of the brand, meanwhile the brand has essentially become the export of the core knowledge copyright based on the brand. So we can say that franchising, which can be an important method of branding managing, will be able to benefit the corporation, society and the consumers, as we utilize the way of franchising to make the brand expansion with low costs and urge a lot of small enterprises around the core firm to construct the community for the common profits and share the resources effectively. Nevertheless, if following the integrated strategy of branding management and franchising, we must strengthen the administrative consciousness of branding and franchising. For one thing, we should build famous brand, which owns special 損ersonality?and good reputation, to find the favor in the consumers?eyes. On the other hand, we have to emphasis on the branding management while using the method of 昮ranchising. So what we can use for completing the integration of branding management and franchising includes: choosing the strategic partners well and ture; regarding the market research and the consumer s research; implementing the focus and standardizing administration; applying and disseminating the managing science and modern technology; reinforcing the cultivation of human resources, etc. As the integration of branding management and franchising and the Electronic梒ommerce goes on, the chain of branding and franchising will have a wonderful future and important value for research.