The major advantage of becoming the owner of a franchise (rather than trying to create an independent business of your own) is that you get the benefit of the brand recognition of the franchise. You also get the benefit of the advertising and other marketing done by the franchise.
For example, if you own a franchise for a motel chain, customers will know what to expect from your motel. They will feel good about making a reservation with you because they will know the general level of quality they will find in your motel. They will also be able to find your motel easily because it will be on the company's website. These sorts of advantages make it much more likely that you will be able to attract customers.