Marka i jej wartość z punktu widzenia franczyzobiorców
Brand and its value from the franchisee standpoint

Summary/Abstract: Widespread economic imitation forces at the market participants obligation to searching other than tangible sources of competitiveness. Among those intangible factors one of the most important is brand and its value. The paper explore these issues for the special business format – franchising. In this paper author shows brand place in the franchise system and brought closer to the concept of franchisee-based brand equity, based on research conducted by Munyaradzi W. Nyadzayo, Margaret J. Matanda, Mike T. Ewing.

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