fighting brand

 Branded product introduced to compete with a competitor’s product and protect the company’s leading brand.
 ► “British Airways (BA) is jeopardizing long-standing relationships with travel agents by launching World Offer, its first ever price-fighting brand. World Offer is an umbrella brand for discounted economy class tickets to destinations identified as having spare capacity.” (Marketing, March 31, 1994, p. 5)

American business jargon. 2014.

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