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)
“Tell me what brand of whiskey that Grant drinks. I would like to send a barrel of it to my other generals.”
—Abraham Lincoln (1809–1865)