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This article examines the nature of brand cannibalisation with reference to its meaning, types, sources, forms and method of assessment. Two conceptual themes, strategic and demand/sales, are found to dominate the meaning of this concept. While the strategic perspective suggests that brand cannibalisation is a purposeful tool for competing, the demand/sales perspective underscores the power of the decreasing effect of brand cannibalisation on the sale of an organisation's other products. The article highlights the internal and external types of brand cannibalisation and presents some common sources through which this concept evolves. The article also examines forms of brand cannibalisation and the method of assessing this concept.