Studying the essence and specifics of franchising managerial functions, identifying its tasks and substantiating its role in protecting and strengthening the enterprise’s brand

Businesses are looking for different methods of cooperation, ways doing business, and forms business models. Small or medium-sized businesses that do not have a steady large income able to join as franchisee in fulfilling certain obligations under the franchise agreement concluded with enterprise, i.e., franchisor. Provided franchisor enterprise development strategy identifies new direction, namely, protecting strengthening brand, begins its implementation, it checks relationship this direction main actors, market factors, dynamics product service life cycle. It also evaluates connection brand other directions strategy, compliance management qualification requirements goals objectives, validity expected indicators implementing strategy. Besides, justifies possible positive result risks losses from failure implement negative risks. In case unsatisfactory results, functions adjusted comply algorithm such way franchising. will allow extend cycle work effectively harsh economy unstable environment. The establishes clearly determined relations between franchisee, giving latter rights, functions, responsibilities obligations, setting goals, defining conditions over time including rights restrictions on use franchisor’s trademark, territory segments, regulations, production, sales, property, intellectual property rights. Having studied essence franchising specifics we can conclude receive profits benefits agreement. Franchising helps expand markets, which act set all objects has partnership improve activities through implementation appropriate policies avoiding high commercial risk.