Fighter brands are designed to fight back against low - quality competition . Done wrong , fighter brands can push a company to the verge of bankruptcy . GM 's ` ` Saturn '' is a fighter brand that failed , while Ford 's ` ` Celeron '' succeeded . ` Only do it if you can win New fighter brands are likely to be launched in response to the recession .
Fighter brands are designed to fight back against low - quality competition . Done wrong , fighter brands can push a company to the verge of bankruptcy . GM 's ` ` Saturn '' is a fighter brand that failed , while Ford 's ` ` Celeron '' succeeded . New fighter brands are likely to be launched in response to the recession .