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A fighter brand is a brand aiming to disrupt and ideally destroy a competing brand.
Gourmand Cakes has recently launched CakeNOW!, its new fighter brand aimed at protecting its market share from EveryCake.
Also termed offensive line, it is typically included in the brand portfolio of a market leader in order to protect its main brand from a market challenger. Because marking down the main brand would cheapen its brand image, the leader creates a separate brand to take on the competitor in its stead. To be most effective, the fighter brand focuses on the same target consumer group as the market challenger.
Cílem útočné značky je narušit a ideálně zničit soupeřící značku.
Společnost Gourmand Cakes nedávno spustila CakeNow!, svou novou útočnou značku zaměřenou na ochranu svého tržního podílu před EveryCake.
Také se nazývá „bojová značka“. Je typicky součástí portfolia značek vedoucího hráče na trhu a má chránit jeho hlavní značku před tržním vyzyvatelem. Jelikož by snížení ceny hlavní značky zlacinělo její image značky, vedoucí hráč vytvoří oddělenou značku, která se s vyzyvatelem utká namísto něj. Aby byla co nejúčinnější, útočná značka se zaměřuje na stejnou cílovou skupinu zákazníků jako tržní vyzyvatel.
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English Editorial Services’ mission is to assist international businesses and organizations of all sizes to communicate clearly, correctly, and persuasively with their business partners and target audiences.
Simply subscribe to receive our Business Term of the Day at no charge to your inbox each business day, with explanation in English and Czech.
