A company's marketing team introduces a new brand in a product category where it already has brands in an effort to appeal to consumers the team believes is not being reached by the company's current brands. Which is being used?

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The marketing team is introducing a flanker brand. A flanker brand is a new brand introduced by a company in a product category where it already has brands in an effort to appeal to consumers who are not being reached by the company's current brands. The purpose of a flanker brand is to broaden the company's product offering and capture additional market share. Brand extension refers to the use of an existing brand name on a new product in the same or a related product category. Private brand refers to a brand owned by a retailer or wholesaler and used exclusively for its own products. Complementary brand refers to a brand that is marketed in conjunction with another brand to enhance the overall value proposition.

A Company's Marketing Team Introduces a New Brand in a Product