Branding: Value pricing vs. premium product

03/12/2010 |

As franchises shake off the recession and begin to build their brands again, many will go one of two ways, says consultant Stuart Morris. In the case of Arby's and Taco Bell, each has opted for an experiment in the other's core competency area. In Part I of this two-part story, Morris explores Arby's decision to launch lower-priced menu items as a way to drive sales.

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