Arby's begins rethinking its brand concept

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Triarc Cos.' Arby's fast-food chain is starting a major brand evaluation to position the $2.1 billion concept for growth. The company is expected to spend $60 million on ads next year, said Scott Lippitt, exec VP-account director at agency W.B. Doner & Co., Southfield, Mich.

Copyright September 1998, Crain Communications Inc.

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