A challenger brand is a brand in an industry where it is neither the market leader nor a niche brand.[1][2] Challenger brands are categorised by a mindset which sees they have business ambitions beyond conventional resources,[3] and an intent to bring change to an industry.[4][5]
The establishment brand is the antithesis to the challenger brand, the market leader being the primary example of an establishment brand.[6]
Virgin Atlantic, BrewDog, Tyrells, innocent,[7] Uber and Airbnb[8] are all considered classic examples of a challenger brand. The Challenger Project is a study into challenger brands and how they grow and succeed.[9]
^Kokemuller, Neil. "What Is a Challenger Brand?". smallbusiness.chron.com. Retrieved April 3, 2014.
^Dehnugara, Khurshed (2011). The challenger spirit : organizations that challenge the status quo (First ed.). London: LID. ISBN 978-1-907794-12-4.
^Morgan, Adam (1999). Eating the big fish : how challenger brands can compete against brand leaders. New York: John Wiley. ISBN 0-471-24209-8.
^Ford, Jonathan (2014). The Challenger's Almanac. Sideways. ISSN 2054-9059.
^Hall, Emma (13 September 2004). "Size doesn't matter". The Guardian. Retrieved April 2, 2014.
^Morgan, Adam (1999). Eating the big fish : how challenger brands can compete against brand leaders. New York: John Wiley. ISBN 0-471-24209-8.
^McQuater, Katie. "The changing role of the challenger brand: innocent, BrewDog, Tyrells". The Drum. Retrieved April 3, 2014.
^Holden, Mark. "2016: The Year Of The Challenger Brand - Minutehack". Minutehack.
^Scrimgeour, Heidi (October 2015). "What does it take to go from challenger brand to market leader". The Guardian. Retrieved 1 November 2016.
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