The Fighting Brand

A form of signal related to the cross parry is the fighting brand. A firm threatened or potentially threatened by another can introduce a brand that has the effect of punishing or threatening to punish the source of the threat. Fighting brands are warnings or deterrents to absorb the brunt of a competitive attack. They are also introduced with little push or support before any serious attack occurs, thereby serving as a warning. Fighting brands can also be used as an offensive weapon as part of a larger campaign.

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