Skip to main content
Article
Should You Launch a Fighter Brand?
Harvard Business Review (2009)
  • Mark Ritson, Melbourne Business School
Abstract

Everything you ever need to answer the question - should you launch a fighter brand to take on (and out) low cost competition

Keywords
  • Brand,
  • Brand Management,
  • Brand Architecture,
  • Brand Strategy,
  • Fighter Brand,
  • Fighting Brand
Publication Date
October, 2009
Citation Information
Mark Ritson. "Should You Launch a Fighter Brand?" Harvard Business Review (2009)
Available at: http://works.bepress.com/ritson/10/