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]