Common Contracts
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Engelsk titel: Franchise agreement – the importance of a brand Utgivningsår: 2013May 30th, 2013
Background & Problem: Franchise as a business organization is growing as a new way for business expansion and the concept of brand is becoming increasingly important for expansion. Potential franchisees are the individual who wants to operate their own businesses, but at the same time have the security of a united brand. This thesis addresses the motives that drive franchisees to enter into franchise agreements and inquire an understanding about the brand itself affect the decision. To investigate the value of the brand for franchisees we have used a model of brand equity, because this model is aimed at measuring the value of a brand.
