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    • Multibranding at Yum! Brands Inc.: Thinking Outside the Bun 

      Enz, Cathy A. (2005-02-01)
      [Excerpt] Multiple branding is likely to be a part of the future for all of the major players as they rethink their strategies. While McDonald’s strategy has been to develop its brands separately, the company could capitalize ...
    • Multibranding Strategy: The Case of Yum! Brands 

      Enz, Cathy A. (2005-02-01)
      A case analysis examines the Yum! Brands strategy of cobranding. Yum! Brands may be the most aggressive of all restaurant franchisors in combining multiple concepts in one location. Intended to boost sales per unit, the ...