Peppers, a well-known company, offers premium/fine dining experience with its chain
of restaurants present all over the country. The management has identified tremendous
future growth potential for restaurants catering to the mid-priced segment diners.
Peppers is now trying to formulate a branding strategy to enter into the lucrative but
competitive mid-priced restaurant segment with their own chain of restaurants. Identify
three branding strategies and explain their pros and cons. Also, suggest which branding
strategy would you recommend for Peppers. With respect to the suggested brand
strategy, explain three ways in which Peppers can build brand equity for their new chain
of restaurants