Sentence:  Certain other industries have no plant. Value derives entirely from brand <WSD>franchise</WSD>. (Consulting firms, engineering firms, and advertising agencies do not talk about the value of their <WSD>franchise</WSD>. Instead, they talk about "reputation".) 
Meaning of the word marked with <WSD> tags:  The positive influence on the buying behavior of customers exerted by the reputation of a company or a brand.