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New branding strategy: Co-branding gives way to multi-branding.

MILL VALLEY, CA Mar. 22, 2002. There is a new game in town and it's called multibranding. All you unibranders out there, watch out! Tricon Global restaurants, now known as Yum, inc. (NYSE: YUM) has discovered that offering Long John Silver's seafood and A&W's root beer in KFCs and Taco Bells is making the cash registers jingle. Just so you don't think this is just a lowbrow come on, I heard on the radio the other day that you can get an MBA at UC Berkeley and Columbia simultaneously. So we have not only proved that two brands are better than one, but four brands are better than two. I can see the brand marketing now: "Get a degree from all eight Ivy League schools at the same time. Eight times the prestige for only three times the price."