The Art of Brand War: A Manoeuvre Theory Approach to Conceptualising Flanker Brands

Abstract

This research develops a concept of flanker brands, and builds a research framework to empirically evaluate consumer perceptions and attitudes towards flanker brands, in the luxury brand context. Underpinned by Manoeuvre Theory, and incorporating the lessons from Sun Tzu’s Art of War; this research aims to understand consumer perceptions of flanker brands, how they may be employed in the marketplace, and how they may be used as tactical tools against mimic brand competitors.