Franchising: The Leasing Technique in Marketing

Definition of Franchising

Franchising is defined as the methodology of leasing property for a predefined duration of time when it becomes the property owner’s right to use a firm’s successful business brand and model.

Franchisee is an individual that is allowed by the company to run a business on a location on their behalf. The Franchisor owns the brand copyrights of the company like products and trademarks but gives the rights to the franchisee for operating the franchise location, in the return of a mutually agreed upon fees.

A franchisor can only be successful if the franchisee earns success under their brand name in a business. It is believed that a franchisee has a larger incentive more than a direct employee because the franchisee has a direct stake within the business.

There are more than thirty nations that have explicit laws to regulate the marketing practice of franchising. These nations also include developed economies like Australia and the United States of America.

Textbooks on Franchising

Franchising is a marketing practice that is basically carried out by food brands. There are a number of textbooks available regarding Franchising. Some of its details are as follows:

• Franchising: Contemporary Issues and Research edited by Patrick J. Kaufmann and Rajiv P. Dant (Published by Psychology Press – Year 1995).
• Franchising: Pathway to Wealth Creation by Stephen Spinelli, Robert Rosenberg and Sue Birley (Published by FT Press – Year 2004).

Examples of Franchising

Example 1: An interesting example of franchising marketing practice is the fast food brand of McDonald’s. This food brand had around 37,300 franchise partners in the year 2010. This food brand basically deals with the selling and marketing of burgers and French fries along with extra food items like soft drinks.

Example 2: Another interesting example of franchising marketing practice is the fast food brand of Subway. This food brand had around 22,000 franchise partners worldwide in the year 2004. This food brand deals with the selling and marketing of Submarine Sandwiches known as Subs along with other food items like Salads and soft drinks.

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