What is it called when a company totally owns the name of another retailer for the purpose of opening new stores?

When a company completely owns the name of another retailer to open new stores, this is referred to as a wholly owned subsidiary. In this arrangement, the parent company has full control over the brand and operations of the new retail locations. This type of ownership allows the parent company to operate under the acquired brand without sharing control with another entity, thereby ensuring consistent brand management and operational standards.

In contrast, a franchise typically involves a business model where the franchisee pays for the right to operate under the franchisor's brand, but the franchisor retains some level of control over how the business is run. A joint venture involves two or more parties collaborating to achieve a specific goal while sharing resources, risks, and profits. A licensing agreement permits one party to use another party's intellectual property for a fee, but does not entail complete ownership as in the case of a wholly owned subsidiary.