Flanker brand
A flanker brand is a brand or sub-brand a company launches to compete with specific rivals, often lower-priced ones, without changing the positioning of its main brand
What it means, how it is used and where it comes up, with its related concepts.
What it is and how it works
Its role is to protect the main brand: instead of cutting its price or changing its image to respond to a competitor, the company covers that front with another brand. It is common in categories under strong pressure from private labels or low-cost competitors.
The risk is that the flanker ends up taking sales from the main brand rather than from competitors, an effect known as cannibalisation. It therefore needs a clearly defined audience and point of difference.
Also known as
fighting brand, fighter brand
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