"Fighter brands" are which of the following?
A)When a brand continues to be a success, even though it has reached the maturity phase of its product life cycle
B)When a company is defending a premium-priced brand that is under attack from a cut-price competitor, they may choose to launch a brand to directly compete against the cut-price brand
C)When a new brand is competing against a dominant brand leader that has been well established
D)None of the above

Question

Quizplus · Accepted Answer

Fighter brands refer to brands launched by companies to directly compete against cut-price competitors and to defend their premium-priced brand. Option A is incorrect because a brand's success in the maturity phase does not make it a fighter brand. Option C refers to challenger brands, not fighter brands, which are launched to compete against the dominant brand leader. Option D is incorrect because fighter brands do exist, as explained in option B.

"Fighter Brands" Are Which of the Following