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The economic emancipation and liberalization from government restrictions, followed by many countries, helped spread franchises, as an strategy to guarantee the funds and investments of many investors. Franchise is one of the most used ways by fast food restaurants when they wish to advance their markets. Also, our subject franchise

The main component of business identity is the so-called “Brand Character”: the whole human characteristics of the brand. It relates more to the public and their characteristics, and how the product interacts with them. It includes the target audience’s specificities and characteristics, such as age group, gender, social, emotional and