# Flanker brand: what it is and how it works · Zorraquino
> A flanker brand is a brand or sub-brand launched to compete with specific rivals without changing the main brand’s positioning.
URL: https://www.zorraquino.com/en/dictionary/branding/flanker-brand.html

# 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.

[The whole glossary](https://www.zorraquino.com/en/dictionary)

## 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

Topics

[Brand and branding](https://www.zorraquino.com/en/dictionary/category/marca-y-branding)

## Related concepts

- [Sub-brand](https://www.zorraquino.com/en/dictionary/branding/sub-brand.html)
- [Product cannibalisation](https://www.zorraquino.com/en/dictionary/branding/cannibalization.html)
- [Brand portfolio](https://www.zorraquino.com/en/dictionary/branding/brand-portfolio.html)