Analysis On Brand Strategy Of China's Franchising

The conception of franchising firstly appeared in China in 1980s,after thatChina's franchising has developed rapidly not only on the scale but also on theindustry distribution. But compared with the foreign franchising system, we have tocommit that China's franchising has huge gap to the international level in the marketvalue, internal management, external condition and so on. Generally, there are nofamous brands, and the franchising system lacks core competition. In foreigncountries, franchising systems always set up their brand before starting the franchising.But China's brand strategy starts in recent years, a majority of enterprises haven'testablished their brand image.This paper firstly introduces the development actuality and the trend offranchising in China. Then points out the great significance of implementing thebrand strategy for China's franchising. The following section adopts the brandstrategy theory to analyze how to built China's franchising brand strategy includingthe brand orientation, brand CIS plan and design, brand spread and extension, brandculture building, the management of brand capital and so on.