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The aim of this research is to analyze the communication strategies used by Spanish franchises which, targeting at any objective public, would like to promote their market expansion and marketing organization. In this paper, we establish a comparative study between the strategies used by franchises in their first stage of market expansion and those used by established franchisors. To accomplish this, we base our research upon qualitative (participant observation) and quantitative methods (survey) to a fixed number of franchise companies. In conclusion, we attempt to set the possible differences between strategies followed by this kind of companies, according to their location in the market. [ABSTRACT FROM AUTHOR]