Challenger Brand
Get Challenger Brand essential facts below. View Videos or join the Challenger Brand discussion. Add Challenger Brand to your Like2do.com topic list for future reference or share this resource on social media.
Challenger Brand

A challenger brand is a brand in an industry where it is neither the market leader or a niche brand.[1][2] Challenger brands are categorised by a mindset which sees them 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]

History

The concept of a challenger brand was first introduced by Adam Morgan in 1999 in the business book, 'Eating the Big Fish'.[10] In this book three specific criteria for challenger brands were defined; state of market - they are not a market leader nor a niche brand, state of mind - they have ambitions beyond conventional marketing resource, and rate of success - they have experienced significant and rapid growth.[11]

References

  1. ^ Kokemuller, Neil. "What Is a Challenger Brand?". smallbusiness.chron.com. Retrieved 2014. 
  2. ^ Dehnugara, Khurshed (2011). The challenger spirit : organizations that challenge the status quo (First edition. ed.). London: LID. ISBN 978-1-907794-12-4. 
  3. ^ Morgan, Adam (1999). Eating the big fish : how challenger brands can compete against brand leaders. New York: John Wiley. ISBN 0-471-24209-8. 
  4. ^ Ford, Jonathan (2014). The Challenger's Almanac. Sideways. ISSN 2054-9059. 
  5. ^ Hall, Emma. "Size doesn't matter". The Guardian. Retrieved 2014. 
  6. ^ Morgan, Adam (1999). Eating the big fish : how challenger brands can compete against brand leaders. New York: John Wiley. ISBN 0-471-24209-8. 
  7. ^ McQuater, Katie. "The changing role of the challenger brand: innocent, BrewDog, Tyrells". The Drum. Retrieved 2014. 
  8. ^ Holden, Mark. "2016: The Year Of The Challenger Brand - Minutehack". Minutehack. 
  9. ^ Scrimgeour, Heidi. "What does it take to go from challenger brand to market leader". The Guardian. Retrieved 2016. 
  10. ^ Dehnugara, Khurshed (2011). The challenger spirit : organizations that challenge the status quo (First edition. ed.). London: LID. ISBN 978-1-907794-12-4. 
  11. ^ Morgan, Adam (1999). Eating the big fish : how challenger brands can compete against brand leaders. New York: John Wiley. ISBN 0-471-24209-8. 

  This article uses material from the Wikipedia page available here. It is released under the Creative Commons Attribution-Share-Alike License 3.0.


Challenger_brand
 



 

Top US Cities