Abercrombie Fitch Expansion of the franchise relationship and brand

Expansion of the franchise relationship and brand

expansion of the franchise relationship and brand

Summary

in the current fierce competition in the market , the brand is the core competitiveness of enterprises is an important part of the franchise Is a unique competitive advantage of operation . Brand management and franchise combined with a clear competitive advantage. Brand is the basis of franchising ,Ralph Lauren online, franchising is an important means of brand expansion . From the brand relationship between the expansion and franchise start ,billig Ralph Lauren, combined with specific cases ,MBT Vocal Music in the psychological problems of t, build a brand franchise expansion and the combination of business strategy.

Keywords : Brand extension; franchise; strategy

ON THE RELATIONSHIP OF BRAND EXPANSION AND FRANCHISING

ABSTRACT

On account of the exquisitecompetition 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 acquirespecial competitive advantage.So the integration of brand expansion and franchising must make the enterprise gain a competitive advantage.Franchising is on the basis of the brand and franchising can be an important method of brand expansion.This essay firstly analyses the relationship of brand expansion and franchising and gives the strategy which involve brand expansion and franchising after analyses a case.

Key words: brand expansion; franchising; strategy