Challenger Brand
A brand that is not the category leader and has a viable branding position by marketing their differentiation from the market leader. Commonly promoting strong warranties, USPs, organic or natural materials, better service, etc. They are the movers and shakers of the category.
A brand that is not the category leader and has a viable branding position by marketing their differentiation from the market leader. Commonly promoting strong warranties, USPs, organic or natural materials, better service, etc. They are the movers and shakers of the category.