fighting brand business definition

A low-cost product similar to another, higher-end product from the same company. Fighting brands are intended to contend with similar low-priced products from competitors. For example, a household products company with an existing name-brand shampoo may release a new low-priced shampoo to compete with house brands offered by retailers. The fighting brand allows the manufacturer to retain the premium price charged for its existing shampoo without conceding market share to competitors.