We are independent & ad-supported. We may earn a commission for purchases made through our links.
Advertiser Disclosure
Our website is an independent, advertising-supported platform. We provide our content free of charge to our readers, and to keep it that way, we rely on revenue generated through advertisements and affiliate partnerships. This means that when you click on certain links on our site and make a purchase, we may earn a commission. Learn more.
How We Make Money
We sustain our operations through affiliate commissions and advertising. If you click on an affiliate link and make a purchase, we may receive a commission from the merchant at no additional cost to you. We also display advertisements on our website, which help generate revenue to support our work and keep our content free for readers. Our editorial team operates independently of our advertising and affiliate partnerships to ensure that our content remains unbiased and focused on providing you with the best information and recommendations based on thorough research and honest evaluations. To remain transparent, we’ve provided a list of our current affiliate partners here.
Marketing

Our Promise to you

Founded in 2002, our company has been a trusted resource for readers seeking informative and engaging content. Our dedication to quality remains unwavering—and will never change. We follow a strict editorial policy, ensuring that our content is authored by highly qualified professionals and edited by subject matter experts. This guarantees that everything we publish is objective, accurate, and trustworthy.

Over the years, we've refined our approach to cover a wide range of topics, providing readers with reliable and practical advice to enhance their knowledge and skills. That's why millions of readers turn to us each year. Join us in celebrating the joy of learning, guided by standards you can trust.

What Is a Flanker Brand?

Jim B.
By
Updated: May 16, 2024
Views: 22,490
Share

A flanker brand is a product or brand that a serves as an accompaniment or extension of an existing brand. Companies use flanker brands to target those sections of the market that their existing products don't already serve, and hopefully increase their overall market share. For instance, a company that has historically sold middle-to-high quality toilet paper to private consumers might come up with a cheaper flanker brand of toilet paper sold in bulk to appeal to another segment of the market, such as hotels or office buildings. The use of a flanker brand can be a particularly important strategy for companies that market specific products for a long time, since it can be hard to attract new customers to old products, and some products are inherently limited in the types of consumers they can attract.

As an example of a how a flanker brand might work, imagine that a company has been making a certain brand of dog food for many years and sales have stagnated. The company decides to introduce a pair of new dog food products aimed at different segments of the market. One brand might include high-end, natural ingredients that are sold at a higher price than the existing brand. By contrast, another new brand might be sold at a lower price and be targeted to consumers looking for a bargain.

Even if the sales of the original dog food go down, the end result can be a positive if excellent sales are recorded by the two new brands. The three brands together could likely carve out a bigger share of the dog food market for the company. As this example shows, even if a flanker brand competes with the existing brand, the company can benefit in the end by carving out a new niche for itself in the market.

There are other benefits that can be earned by a company that introduces a flanker brand into the market. By introducing a new product to the market under a different name, the existing brand won't likely be associated with the new product if it should fail. In addition, using flanker brands can be a way to reinvigorate a work force that has become used to creating the same product for a long time.

Share
SmartCapitalMind is dedicated to providing accurate and trustworthy information. We carefully select reputable sources and employ a rigorous fact-checking process to maintain the highest standards. To learn more about our commitment to accuracy, read our editorial process.
Jim B.
By Jim B.
Freelance writer - Jim Beviglia has made a name for himself by writing for national publications and creating his own successful blog. His passion led to a popular book series, which has gained the attention of fans worldwide. With a background in journalism, Beviglia brings his love for storytelling to his writing career where he engages readers with his unique insights.
Discussion Comments
Jim B.
Jim B.
Freelance writer - Jim Beviglia has made a name for himself by writing for national publications and creating his own...
Learn more
Share
https://www.smartcapitalmind.com/what-is-a-flanker-brand.htm
Copy this link
SmartCapitalMind, in your inbox

Our latest articles, guides, and more, delivered daily.

SmartCapitalMind, in your inbox

Our latest articles, guides, and more, delivered daily.