This is like having an ultimate power in your brand portfolio for which competitors even don’t feel like to launch a frontal attack on you, rather they evidently accept yourself as a leader in the category. Deterrents can be compared to having nuclear weapons or other overwhelming force that may actually deter war, on the expectation of retaliation beyond imagination. Well, even if frontal attacks take place, the brand bounces back after the attack. The brand recaps its position in its leadership place without much trouble. Example: Coca Cola Classic for Coca Cola Company, McDonald’s Double Mac, Toyota’s Corolla, ACI Aerosol of ACI Ltd. or Histacin of Jayson Pharma(!) (Bangladeshi example)- just to name a few.
This deterring capability is not built in a day. Careful and consistent brand effort to satisfy dynamic consumers’ demand was the key.
Thus, before expanding your brand portfolio, consider whether you are thinning down your brand basket by spreading out too much, or you really have a deterring brand at the center (around which other brands will proliferate) that will protect you in good and bad days.