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Speight's is the fighting brand of Lion Nathan in New Zealand.
In Australia, Unilever markets Drive as a premium brand, Omo as a second tier brand, and Surf as a fighting brand.
In marketing, a fighter brand (sometimes called a fighting brand) is a lower priced offering launched by a company to take on, and ideally take out, specific competitors that are attempting to under-price them.
Wörterbuch für Marketing