In marketing, a fighter brand (sometimes called a fighting 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.
Famous quotes containing the words fighter and/or brand:
“A pleasant smell of frying sausages
Attacks the sense, along with an old, mostly invisible
Photograph of what seems to be girls lounging around
An old fighter bomber, circa 1942 vintage.”
—John Ashbery (b. 1927)
“Obligation may be stretched till it is no better than a brand of slavery stamped on us when we were too young to know its meaning.”
—George Eliot [Mary Ann (or Marian)