fighting brand
Definition:
A brand used to protect an established brand from lower-priced competition. The fighting brand will usually be of lower quality that the premier brand and may be withdrawn if it succeeds in deterring the low-price competitor.
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© Westburn Publishers Ltd 2002, The Westburn Dictionary of Marketing edited by Michael J Baker, ISBN 978-0-946433-01-8. www.themarketingdictionary.com. Entry: [Michael J. Baker],.