A STUDY ON THE INVESTIGATION OF COMMUNICATION TOOLS USED IN FRANCHISING SYSTEM DEVELOPED WITH BRAND CONCEPT IN GLOBAL MARKET

Abstract

Globalization refers to an international process that arises from the discussion of brands, ideas, cultures and different world views. The political, economic, cultural and social developments are the components of globalization. In this context, with the collapse of the USSR and the US's economic and political hegemony in the world, the effects of international companies on the world economy, globalization of financial markets, the development of communication and transportation technologies, crossing the borders complements the components of globalization. In the global market, Franchising is the license agreement which the owner of the asset agrees to carry out business activity and use the brand name as determined by a firm for a fee. This system, which has a long history in our country, has started to develop especially since the 1990s. Thanks to this system, customers' interest in the brand increased and growth continued with the developments in communication technology. In the franchise market, three headings are considered as the driving force of rapid growth, these are expressed as the increase in the number of shopping centers (shopping centers), socialization and development of the culture of eating out and drinking. branded cafes in Turkey, restaurants, fast food, bistro, clothing, service sector, accessories, gifts, jewelry, decorative items, wall decorations, precious antique stones, sports centers, real estate purchases and sales of such sites in the franchise 's shows that widespread. The aim of this study is to determine the communication strategies of the franchising system in the global market. For this purpose, the findings in the literature were reviewed and document analysis method was applied in the study. As a result, the importance of the differentiated brand concept has emerged in the global market over the years. There are many difficulties in creating a new brand in the market. Franchising system is a system of using the name of an existing brand rather than creating a new brand. As a result of the study, it is seen that global brands earn big amounts of money by renting the brand name thanks to franchising system without taking any risk in their trade.