It might help to realise that "fend off" has, as its core meaning, "push away" or perhaps "use force to repel".
For example, when you are in a small boat approaching a dock, you might want to avoid hitting it, so you would push away with your hands. You might yell "fend off" to tell people in the boat to do that.
"Fend off" is also used figuratively. For example, to "fend off awkward questions" would be (in some way) to deter or push away questions you did not want answering.
In a situation of attack, "fending off" focuses on the pushing away of the attackers, by some means, whereas fighting back could include many actions some of them more active - as George says, it is a more active thing to do.