Under different and unrelated brands two or more similar and competing products are marketed by the same firm. Multi- brand strategy has some advantages as a means of (1) holding more shelf space, leaving less for competitors’ products, (2) filling all price and quality gaps, saturating a market, (3) catering to brand-switchers users who like to experiment with different brands, and (4) generating internal competition , keeping the firm’s managers on their toes. Meanwhile these brands eat into each others’ sales. Refer to cannibalism .
Black’s Law Online Dictionary
