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Brand Extensions and Flanker Brands

Part 4. Advertising and Integrated Communication

  1. Youngseon Kim,
  2. Tina M. Lowrey

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem04018

Wiley International Encyclopedia of Marketing

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.

Author Information

  1. University of Texas at San Antonio, San Antonio, TX, USA

Publication History

  1. 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;
  • fit;
  • brand association;
  • flagship brand;
  • flanker branding;
  • fighter brand