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marketing Marketing is the act of acquiring, satisfying and retaining customers. It is one of the primary components of Business administration, business management and commerce. Marketing is usually conducted by the seller, typically a retailer or ma ...
, 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
brand A brand is a name, term, design, symbol or any other feature that distinguishes one seller's goods or service from those of other sellers. Brands are used in business, marketing, and advertising for recognition and, importantly, to create and ...
s 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. A related concept is the flanker brand, a term often found in the
mobile phone A mobile phone or cell phone is a portable telephone that allows users to make and receive calls over a radio frequency link while moving within a designated telephone service area, unlike fixed-location phones ( landline phones). This rad ...
industry and elsewhere. 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.


Concept

Use of a fighter brand is one of the oldest strategies in branding, tracing its history to
cigarette A cigarette is a narrow cylinder containing a combustible material, typically tobacco, that is rolled into Rolling paper, thin paper for smoking. The cigarette is ignited at one end, causing it to smolder; the resulting smoke is orally inhale ...
marketing in the 19th century. The strategy is most often used in difficult economic times. As customers trade down to lower-priced offers because of economic constraints, many managers at mid-tier and premium brands are faced with a classic strategic conundrum: should they tackle the threat head-on and reduce existing prices, knowing it will reduce profits and potentially commodify the brand, or should they maintain prices, hope for better times to return, and in the meantime lose customers who might never come back. With both alternatives often equally unpalatable, many companies choose the third option of launching a fighter brand. When the strategy works, a fighter brand not only defeats a low-priced competitor, but also opens up a new market. The
Celeron Celeron is a series of IA-32 and x86-64 computer microprocessor, microprocessors targeted at low-cost Personal computer, personal computers, manufactured by Intel from 1998 until 2023. The first Celeron-branded CPU was introduced on April 15, ...
microprocessor A microprocessor is a computer processor (computing), processor for which the data processing logic and control is included on a single integrated circuit (IC), or a small number of ICs. The microprocessor contains the arithmetic, logic, a ...
is a case study of a successful fighter brand. Despite the success of its
Pentium Pentium is a series of x86 architecture-compatible microprocessors produced by Intel from 1993 to 2023. The Pentium (original), original Pentium was Intel's fifth generation processor, succeeding the i486; Pentium was Intel's flagship proce ...
processors,
Intel Intel Corporation is an American multinational corporation and technology company headquartered in Santa Clara, California, and Delaware General Corporation Law, incorporated in Delaware. Intel designs, manufactures, and sells computer compo ...
faced a major threat from less costly processors that were better placed to serve the emerging market for low-cost
personal computer A personal computer, commonly referred to as PC or computer, is a computer designed for individual use. It is typically used for tasks such as Word processor, word processing, web browser, internet browsing, email, multimedia playback, and PC ...
s, such as the
AMD K6 The K6 microprocessor was launched by AMD in 1997. The main advantage of this particular microprocessor is that it was designed to fit into existing desktop designs for Pentium-branded CPUs. It was marketed as a product that could perform as wel ...
. Intel wanted to protect the
brand equity Brand equity, in marketing, is the worth of a brand in and of itself – i.e., the social value of a well-known brand name. The owner of a well-known brand name can generate more revenue simply from brand recognition, as consumers perceive the pro ...
and price premium of its Pentium chips, but also wanted to avoid AMD gaining a foothold into the lower end of the market. This led to Intel's creation of the Celeron brand, a cheaper, less powerful version of Intel's Pentium chips, as a fighter brand to serve this market.


Examples

*Australia:
Qantas Qantas ( ), formally Qantas Airways Limited, is the flag carrier of Australia, and the largest airline by fleet size, international flights, and international destinations in Australia and List of largest airlines in Oceania, Oceania. A foundi ...
launching
Jetstar Jetstar Airways Pty Ltd, doing business as, trading as Jetstar, is an Australian low-cost airline headquartered in Melbourne, Victoria (state), Victoria. It is a wholly owned subsidiary of Qantas, created in response to the threat posed by the ...
to take on
Virgin Blue Virgin Australia, formerly known as Virgin Blue, is an Australian airline based in Brisbane, Queensland. It is one of two active airlines (the other being Virgin Atlantic) to use the Virgin brand, as well as the larger by fleet size. It comme ...
.
Telstra Telstra Group Limited is an Australian telecommunications company that builds and operates telecommunications networks and markets related products and services. It is a member of the S&P/ASX 20 stock index, and is Australia's largest telecomm ...
,
Optus Singtel Optus Pty Limited is an Australian Telecommunications in Australia, telecommunications company headquartered in Macquarie Park, a suburb in the Northern Sydney region of Sydney, New South Wales, Australia. It is a wholly owned subsidiar ...
and
Vodafone Vodafone Group Public Limited Company () is a British Multinational company, multinational telecommunications company. Its registered office and global headquarters are in Newbury, Berkshire, England. It predominantly operates Service (economic ...
respectively launching Belong, Gomo and Felix Mobile to take on MVNOs such as Aldi Mobile,
Amaysim Amaysim Australia Ltd. is an Australian provider of mobile phone plans. Amaysim operates as a mobile virtual network operator on the Optus mobile network, and specialises in offering a range of SIM-only mobile plans. , Amaysim had over 1.5 mill ...
,
Boost Mobile DISH Wireless L.L.C., doing business as Boost Mobile, is an American telecommunications company and wholly owned subsidiary of EchoStar Corporation. Boost Mobile is the List of mobile network operators in the United States, fourth largest wirele ...
and TPG Mobile. *Canada:
Rogers Communications Rogers Communications Inc. is a Canadian communications and media company operating primarily in the fields of wireless communications, cable television, telephony and Internet, with significant additional telecommunications and mass media ass ...
and
Telus Mobility Telus Mobility (normally typeset as TELUS Mobility) is a Canadian Mobile network operator, wireless network operator and a division of Telus Communications which sells wireless services in Canada on its network. It operates 5G+, 5G, LTE (telecom ...
respectively launching Chatr and
Koodo Mobile Koodo Mobile is a Canadian mobile flanker brand started by Telus in 2008 and mostly oriented toward younger customers. Koodo differs from its parent Telus by not requiring a fixed term contract. Koodo currently provides postpaid, prepaid, and ...
/
Public Mobile Public Mobile Inc. is a Canadian self-serve mobile brand which is owned by Telus. Launched on March 18, 2010, Public Mobile was one of several new Canadian cellphone providers that started in 2009–10 after a federal government initiative to enc ...
to take on Mobilicity and
Wind Mobile Freedom Mobile (formerly Wind Mobile) is a Canadian wireless telecommunications provider owned by Québecor. As of November 30, 2022 it is the fourth-largest wireless carrier in the country with 2,290,497 subscribers and a 6% market share, prim ...
.
Shaw Communications Shaw Communications Inc. was a Telecommunications in Canada, Canadian telecommunication, telecommunications company which provided telephone, Internet, television, and mobile services. The company was founded in 1966 as Capital Cable Televisio ...
and
Vidéotron Vidéotron is a Canadian integrated telecommunications company founded in 1964. It's active in cable television, interactive multimedia development, video on demand, cable telephony, wireless communication and Internet access services. Owned by Qu ...
respectively launching Shaw Mobile and Fizz Mobile to take on
Bell Mobility Bell Mobility Inc. is a Canadian mobile network operator, wireless network operator and the division of Bell Canada which offers wireless services across Canada. It operates networks using LTE (telecommunication), LTE and Evolved HSPA, HSPA+ on ...
's
Lucky Mobile Lucky Mobile is a Canadian prepaid mobile virtual network operator and a subsidiary of Bell Canada. Founded in December 2017, Lucky Mobile operates on the Bell Mobility network alongside fellow subsidiary Virgin Plus. It targets the same market s ...
. *France:
Orange Orange most often refers to: *Orange (fruit), the fruit of the tree species '' Citrus'' × ''sinensis'' ** Orange blossom, its fragrant flower ** Orange juice *Orange (colour), the color of an orange fruit, occurs between red and yellow in the vi ...
, SFR and
Bouygues Telecom Bouygues Telecom S.A. () is a French mobile phone, Internet service provider and IPTV company, part of the Bouygues group. It is the third oldest mobile network operator in France, after Orange and SFR, and before Free Mobile, and provides 2 ...
launching Sosh, Red by SFR and B&You to take on
Free Mobile Free Mobile S.A.S. is a French telecommunications company and subsidiary of Free S.A.S. that provides wireless Internet to consumers in France. It was the fourth mobile network operator to obtain a metropolitan French 3G license in 2009. It a ...
. *Ireland: eir launching GoMo to take on An Post Mobile (formerly Postfone, MVNO using
Vodafone Vodafone Group Public Limited Company () is a British Multinational company, multinational telecommunications company. Its registered office and global headquarters are in Newbury, Berkshire, England. It predominantly operates Service (economic ...
towers), 48 Mobile and
Tesco Mobile Tesco Mobile Limited is a mobile virtual network operator (MVNO) in the United Kingdom, Ireland, Slovakia, and the Czech Republic. It is operated by British retailer Tesco, using the network O2 as its carrier except in Ireland, where the networ ...
(MVNOs using
Three 3 (three) is a number, numeral and digit. It is the natural number following 2 and preceding 4, and is the smallest odd prime number and the only prime preceding a square number. It has religious and cultural significance in many societies ...
towers). *Italy: TIM,
Vodafone Vodafone Group Public Limited Company () is a British Multinational company, multinational telecommunications company. Its registered office and global headquarters are in Newbury, Berkshire, England. It predominantly operates Service (economic ...
and
Wind Tre Wind Tre S.p.A., stylized as WINDTRE, is an Italian telecommunications company of the CK Hutchison Holdings, CK Hutchison Holdings Limited Company group, group, which offers Mobile telephony, mobile and fixed-line telephony Service (economics), ...
respectively launching Kena Mobile (formerly Nòverca), ho-mobile and Very Mobile to take on
Iliad The ''Iliad'' (; , ; ) is one of two major Ancient Greek epic poems attributed to Homer. It is one of the oldest extant works of literature still widely read by modern audiences. As with the ''Odyssey'', the poem is divided into 24 books and ...
. *Germany:
Merck Sharp & Dohme Merck & Co., Inc. is an American multinational pharmaceutical company headquartered in Rahway, New Jersey. The company does business as Merck Sharp & Dohme or MSD outside the United States and Canada. It is one of the largest pharmaceutical com ...
launching Zocor MSD to take on generic brands and protect Zocor in Europe.
Deutsche Telekom Deutsche Telekom AG (, ; often just Telekom, DTAG or DT; stylised as ·T·) is a partially state-owned German telecommunications company headquartered in Bonn and the largest telecommunications provider in Europe by revenue. It was formed in 199 ...
,
Vodafone Vodafone Group Public Limited Company () is a British Multinational company, multinational telecommunications company. Its registered office and global headquarters are in Newbury, Berkshire, England. It predominantly operates Service (economic ...
and O2 respectively launching
Congstar Congstar GmbH is a mobile network operator headquartered in Cologne, Germany. The company is a subsidiary of Telekom Deutschland, and specializes in discount mobile phone service marketed to younger people. In August 2014, Congstar's serv ...
, Otelo and
Blau Mobilfunk The brand blau ''(previously: blau Mobilfunk GmbH)'', is a mobile network brand owned by Telefonica Germany. The key brands are the discount tariff "blau.de" for calls within Germany and "blauworld" for calls outside Germany. History The comp ...
initially as budget-focused counterparts of their regular mobile phone offerings, and later repositioned somewhat to take on 1&1 Drillisch. *Philippines:
Globe Telecom Globe Telecom, Inc., commonly shortened as Globe, is a major provider of telecommunications services in the Philippines. The company operates one of the largest mobile, fixed-line and broadband networks in the Philippines. As of November 2023, ...
launching GOMO to take on
DITO Telecommunity Dito Telecommunity Corporation (stylized as DITO), formerly known as Mindanao Islamic Telephone Company, Inc. or Mislatel, is a telecommunications company in the Philippines which is also engaged in the business of multimedia and information te ...
with comparable data offerings. *Russia: Philip Morris launching
Bond Street Bond Street in the West End of London links Piccadilly in the south to Oxford Street in the north. Since the 18th century the street has housed many prestigious and upmarket fashion retailers. The southern section is Old Bond Street and the l ...
to take on local brands and protect
Marlboro Marlboro (, ) is an American brand of cigarettes owned and manufactured by Philip Morris USA (a branch of Altria) within the United States and by Philip Morris International (PMI, now separate from Altria) in most global territories outside the ...
. *Singapore:
Singapore Airlines Singapore Airlines (abbreviation: SIA or SQ) is the flag carrier of Singapore with its Airline hub, hub located at Changi Airport. Considered to be one of the world's best carriers, the airline is ranked as a 5-star airline as well as ranked ...
launching
Scoot Scoot Pte Ltd, operating as Scoot, is a low-cost airline based in Singapore and a subsidiary of the country's flag carrier Singapore Airlines. It began its operations on 4 June 2012 on medium and long-haul routes from Singapore, predominantly t ...
as an eventual successor to
Tigerair Tiger Airways Singapore Pte Ltd, operating as Tigerair, was a low-cost airline headquartered in Singapore. It operated services to regional destinations in Southeast Asia, Bangladesh, Taiwan, China and India from its main base at Singapore Ch ...
to take on
AirAsia Capital A Berhad (), operating as AirAsia (stylised as ''airasia'') is a Malaysian multinational low-cost airline headquartered near Kuala Lumpur, Malaysia. Established in 1993 and commencing operations in 1996, the airline is the largest in M ...
and
Jetstar Asia Jetstar Asia Airways Pte Ltd (operating as Jetstar Asia) is an outgoing Singaporean low-cost airline headquartered at Changi Airport. It operates services to regional destinations in Southeast Asia to countries such as Myanmar, Cambodia, Mala ...
. Singtel and
StarHub StarHub Limited, commonly known as StarHub, is a Singaporean multinational telecommunications conglomerate and one of the major Telecommunications in Singapore, telcos operating in the country. Founded in 1998, it is listed on the Singapore Ex ...
launching GOMO and Giga to take on
Circles.Life Circles.Life is a Singaporean digital telecommunications company. The company was founded in 2016, initially operating exclusively in Singapore, leasing its network from M1. In July 2015, Liberty Wireless signed an agreement with M1 Limited th ...
and
TPG Telecom TPG Telecom Limited, formerly Vodafone Hutchison Australia and renamed following a merger with TPG, is an Australian telecommunications company. It is the second-largest telecommunications company listed on the Australian Securities Exchange. ...
. *Sweden: Telia,
Tele2 Tele2 AB is a provider of mobile and fixed connectivity, telephony, data network services, TV, streaming and global Internet of things services, amongst others, to consumers and enterprises. It is headquartered in Kista Science City, Stockholm, ...
,
Telenor Telenor ASA ( or ) is a Norwegian majority state-owned multinational telecommunications company headquartered at Fornebu in Bærum, close to Oslo. It is one of the world's largest mobile telecommunications companies with operations worldwi ...
and 3 respectively launching Halebop, Comviq, Vimla and Hallon as lower-cost, prepaid and no binding contract counterparts of their regular mobile phone offerings. *Switzerland:
Swisscom Swisscom is a major telecommunications provider in Switzerland. Its headquarters are located in Worblaufen near Bern. The Swiss government owns 51% of Swisscom. According to its own published data, Swisscom holds a market share of 56% for mob ...
,
Sunrise Sunrise (or sunup) is the moment when the upper rim of the Sun appears on the horizon in the morning, at the start of the Sun path. The term can also refer to the entire process of the solar disk crossing the horizon. Terminology Although the S ...
and
Salt Mobile Salt Mobile SA (formerly Orange Switzerland) is a Swiss telecommunications company focusing on mobile telephony and fiber-optic fixed-line telephony services. It operates the third-largest mobile network in Switzerland, with 17% market share. ...
respectively launching Wingo, yallo and swype, and GoMo as hybrid-prepaid and lower-cost counterparts of their regular mobile phone offerings. *UK:
British Airways British Airways plc (BA) is the flag carrier of the United Kingdom. It is headquartered in London, England, near its main Airline hub, hub at Heathrow Airport. The airline is the second largest UK-based carrier, based on fleet size and pass ...
launching Go to take on
Ryanair Ryanair is an Irish Low-cost carrier#Ultra low-cost carrier, ultra low-cost airline group headquartered in Swords, County Dublin, Ireland. The parent company, Ryanair Holdings plc, includes subsidiaries Ryanair , Malta Air, Buzz (Ryanair), Buzz ...
and
EasyJet EasyJet plc (styled as easyJet) is a British multinational low-cost airline group headquartered at London Luton Airport. It operates domestic and international scheduled services on 927 routes in more than 34 countries via its affiliate airlin ...
.
Tesco Tesco plc () is a British multinational groceries and general merchandise retailer headquartered in the United Kingdom at its head offices in Welwyn Garden City, England. The company was founded by Jack Cohen (businessman), Sir Jack Cohen in ...
creating
Jack's Jack's Family Restaurants, LP (doing business as Jack's) is an American fast food restaurant chain, headquartered and based in Birmingham, Alabama. Restaurants feature sit-down dining, drive-thrus and takeout service. The menu features primari ...
to counter growing competition from low-cost German supermarket chains
Aldi Aldi (German pronunciation: ), stylised as ALDI, is the common company brand name of two German multinational family-owned discount supermarket chains operating over 12,000 stores in 18 countries. The chain was founded by brothers Karl and ...
and
LIDL Lidl ( ) is a trademark, used by two Germany, German international discount supermarket, discount retailer chain store, chains that operates over 12,600 stores. The ''LD Stiftung'' operates the stores in Germany and the ''Lidl Stiftung & Co. K ...
.
Vodafone Vodafone Group Public Limited Company () is a British Multinational company, multinational telecommunications company. Its registered office and global headquarters are in Newbury, Berkshire, England. It predominantly operates Service (economic ...
launching VOXI to take on O2's Giffgaff,
Three 3 (three) is a number, numeral and digit. It is the natural number following 2 and preceding 4, and is the smallest odd prime number and the only prime preceding a square number. It has religious and cultural significance in many societies ...
's SMARTY and EE's BT and
Plusnet Plusnet plc is a British internet service provider (ISP) providing broadband and landline services. The company was founded in 1997 in Sheffield, and became a public limited company (plc) in July 2004 when it was floated on the Alternative Inves ...
. *USA:
General Motors General Motors Company (GM) is an American Multinational corporation, multinational Automotive industry, automotive manufacturing company headquartered in Detroit, Michigan, United States. The company is most known for owning and manufacturing f ...
launching
Saturn Saturn is the sixth planet from the Sun and the second largest in the Solar System, after Jupiter. It is a gas giant, with an average radius of about 9 times that of Earth. It has an eighth the average density of Earth, but is over 95 tim ...
to take on Japanese imports into America.
Whole Foods Whole foods are foods that are unprocessed and unrefined. Examples of whole foods include grains such as oatmeal and rice, fruits, vegetables, dried beans, nuts, seeds, unprocessed meats, and fish. Depending on the context this may sometimes refe ...
launching 365 to take on lower-priced grocery stores such as
Trader Joe's Trader Joe's is an American grocery store chain headquartered in Monrovia, California, with 597 locations across the US. The first Trader Joe's store was opened in 1967 by founder Joe Coulombe in Pasadena, California. In 1979, the chain was s ...
and Sprouts.{{cite web, title=Whole Foods: Launching a fighter brand to take on the competition, url=https://www.linkedin.com/pulse/whole-foods-launching-fighter-brand-take-competition-martin-bishop, accessdate=30 October 2018


References

Brands Types of branding Brand management Branding terminology Product management