To create `destination': Fast-food branders seek `good matches'

June 1998
FoodService Director;06/15/98, Vol. 11 Issue 6, p162
Trade Publication
Presents the views of the four representatives from major brand food companies on the importance of branding in the fast food sector in the United States. Advantages of smaller brands; Importance of strategic alliances with major brands; Creation of brand destinations; Concentration on co-branding.


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