A firm that is expanding to international markets often adds additional brands to current brands in order to strengthen an international presence, reflecting which strategy?
A) brand extension
B) private brand
C) flanker brand
D) complementary brand

Question

Quizplus · Accepted Answer

The strategy of adding additional brands to strengthen an international presence is known as a flanker brand strategy. This involves introducing a new brand that is similar to the existing brand but with slight variations, such as a different price point or target audience, to capture a larger share of the market. This strategy is commonly used by firms expanding into international markets, as it allows them to maintain their existing brand equity while also appealing to local market preferences.

A Firm That Is Expanding to International Markets Often Adds