ARQUITETURA DE FRANQUIAS: UM PARALELO ENTRE A PADRONIZAÇÃO ARQUITETÔNICA E A CONSOLIDAÇÃO DE UMA MARCA

Abstract

The number of franchises is growing all over the world, making companies look for ways to enhance their business, and to generate a rapid and concrete expansion. Thus, the purpose of this article is to understand how architecture can be used as a tool for the consolidation and success of a company. For the conception of this study, a narrative bibliographic research was carried out on the franchise market, color psychology and environmental psychology, as well as case studies on methods, flows and standardizations used by large franchises. The work resulted in strategies that can be used by franchises to provide greater comfort to the customer, allied with the brand's objective. It is concluded that there are several architectural strategies that can be used to attract the public and, consequently, generate more profit for the company.