Study On Brand Strategy Mode Of Franchising

After China joined the WTO, more and more multinational franchising enterprises enter China's market, competition has become fiercer. Domestic franchising enterprises have a weak awareness of the brand, not build brand image. The brand lacks of cultural content and modern management systems. They didn't really implement their brand strategy. The brand strategy has become an important factor constraining the development of the franchising. Study on the brand strategy has great significance.This paper researches mainly by the combination of induction and deduction, corporate research and case analysis. The Purpose is to define and articulate infrastructure, key issues associated with the franchising, as well as to provide constructive comments for the implementation of brand strategy of domestic franchising enterprises. This paper analyses the franching, franchising brand status and the reasons, and through in-depth analysis of the relationship between franchising and brand, summed up the intrinsically link of them. In addition, this paper reviewed and summed up relevant research both at home and abroad, according to stage of brand-building: brand planning, brand introduction and brand management, with the characteristics of franchising, builds a brand strategy mode of franchising. The brand planning includes vision planning and culture planning. The brand introduction includes brand positioning and brand design. The brand management includes brand communication and brand maintenance. This paper also proposed a franchising brand strategy implementation plan, including the principles of implementation and strategies. Finally, on the basis of case analysis, this paper has pointed out the issue that the franchising enterprises should pay attention to in the implementation of brand strategy.