STRATEGIC DEVELOPMENT MECHANISM OF THE FRANCHISING BRAND

Abstract

Introduction. Globalization and integration processes refer to the subjects of network business towards the organisation and development of a general perception of common corporate goals and values, the creation and implementation of common network standards and technologies through the formation of a system of knowledge about the brand. The aim of the brand creation, which is the result of the interaction cooperation, is to form a circle of potential consumers of the company that have a similar cognitive structure, a system of knowledge, similar thinking, world perception and consciousness. The presence of these similar features in the company's network of business partners and customers can combine them into groups that have the only one system of values and high loyalty to the brand. That is why there is the scientific interest to develop a mechanism for the strategic development of the franchising brand. Purpose. The research aims to develop the theoretical and methodological aspects of the formation of strategies for the development of enterprises, which operate in the franchising market and use brand management technologies. Method (methodology). The methodological basis of the research is a set of scientific methods of systematic, dialectical and comparative analyses, which has provided a comprehensive study on the development of franchising in Ukraine. Such scientific methods as method of analysis, method of synthesis, method of scientific synthesis, method of comparison, method of grouping, and method of economic and statistical analysis have been used in the research of the theoretical approach to brand management, strategic management and definition of strategic characteristics of the franchising market in Ukraine. Results. The content and components of the brand have been studied. The features of brand management, determined by franchising activity, have been defined. Strategic monitoring of the franchising market has been conducted. Opportunities and threats, strengths and weaknesses have been identified. They form the basis for franchising brand development strategy. Segmentation of the market for franchises in the field of catering and trade has been carried out. It allows exploring the strategies of major players in the franchise market. The mechanism of strategic development of franchising brand with the use of the principles of interaction theory and the concept of network marketing has been worked out.