>>6673932 (pb)
When you're a subsidiary of the company it's a little overkill calling it an alliance.
The USA is a fighter brand of the UK.
https://en.wikipedia.org/wiki/Fighter_Brand
>As customers trade down to lower-priced offers because of economic constraints, many managers at mid-tier and premium brands are faced with a classic strategic conundrum: Should they tackle the threat head-on and reduce existing prices, knowing it will reduce profits and potentially commodify the brand? Or should they maintain prices, hope for better times to return, and in the meantime lose customers who might never come back? With both alternatives often equally unpalatable, many companies choose the third option of launching a fighter brand.