Brand Extensions and Flanker Brands
Part 4. Advertising and Integrated Communication
Published Online: 15 DEC 2010
Copyright © 2011 John Wiley & Sons, Ltd. All rights reserved.
Wiley International Encyclopedia of Marketing
How to Cite
Kim, Y. and Lowrey, T. M. 2010. Brand Extensions and Flanker Brands. Wiley International Encyclopedia of Marketing. 4.
- Published Online: 15 DEC 2010
Brandextensions are one of the most popular strategies for the introduction of a new product, used by companies that already have well-established strong brands in the market. Brand extensions utilize the well-established brand name for a new-product offering when a company introduces a new product either in a totally different product category or in the same product category for a new market segment. In contrast, flanker brands (also called fighting brands) are the newcomers launched in the market by a company with an established brand in the same product category. They are designed to fight a competitor with a value offer or unique position, shielding the flagship brand from diluting its brand premium.
The role and business objectives of brand extensions are very different from those of flanker brands. Each of them is rooted in a different branding strategy in a company's brand architecture and portfolio. However, they are equally important in terms of protecting the brand equity that the company has achieved by bringing out greater customer share on the condition that they are well designed and implemented.
- parent brand;
- category extension;
- line extension;
- vertical extension;
- brand association;
- flagship brand;
- flanker branding;
- fighter brand