Fighter Brand

Fighter Brand

A fighter brand is a brand under which goods or services are marketed in parallel but separately by a vendor in order to compete for customers based on price without compromising the prestige of the core brand or to reach out to a certain demographic with a unique approach tailored to their community.Two examples of fighter brands include Solo Mobile, a youth and value oriented brand under which wireless services are offered by Bell Mobility in Canada and the defunct Delta Airlines Song brand which was intended to fight JetBlue for leisure travelers in the New York market by emulating the JetBlue experience and fares.


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