Challenger brand

A challenger brand is a brand in an industry where it is neither the market leader nor a niche brand. Challenger brands are categorised by a mindset which sees they have business ambitions beyond conventional resources, and an intent to bring change to an industry.

The establishment brand is the antithesis to the challenger brand, the market leader being the primary example of an establishment brand.

Virgin Atlantic, BrewDog, Tyrells, innocent, Uber and Airbnb are all considered classic examples of a challenger brand. The Challenger Project is a study into challenger brands and how they grow and succeed.