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Should You Launch a Fighter Brand?
Harvard Business Review (2009)
  • Mark Ritson, Melbourne Business School

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

  • 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)
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