In marketing, a fighter brand (sometimes called a fighting brand or a flanker brand) is a lower-priced offering launched by a company to take on, and ideally take out, specific competitors that are attempting to under-price them. Unlike traditional brands that are designed with target consumers in mind, fighter brands are created specifically to combat a competitor that is threatening to take market share away from a company's main brand.[1]
A related concept is the flanker brand, a term often found in the mobile phone industry and elsewhere.[2][3] In the case of flankers, or multibranding, the products may be identical to the main offerings and the new brand is used to expand product placement.
- ^ Ritson, Mark (October 2009). "Should You Launch a Fighter Brand?". Harvard Business Review.
- ^ Beviglia, Jim (2024-05-16). "What Is a Flanker Brand?". SmartCapitalMind. Retrieved 2024-12-10.
- ^ "Flanker Brand". MBA Skool Team. 2023-05-07. Retrieved 2024-12-10.