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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. Types of challenger brand 'Overthrow II: 10 strategies from the new wave of challengers', written by Adam Morgan and Malcolm Devoy, outlines ten types of challenger brand. Missionary A challenger brand looking to change something that is wrong or unfair in the world, and wearing that strong sense of purpose on its sleeve. Examples include Tony's Chocolonely and Patagonia. ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
BrewDog
BrewDog is a Multinational corporation, multinational brewery, Distillation, distillery and pub chain based in Ellon, Aberdeenshire, Scotland. With production of over 100 million litres, BrewDog is the seventh-largest beer brand in Britain, and claims to be the "#1 Craft Brewer in Europe", though this claim is based on its own metrics and definitions. It was founded in 2007 by James Watt (entrepreneur), James Watt and Martin Dickie, who together own 9.5% of the company. The company is often called "controversial", citing their treatment of employees, business practices, and their marketing campaigns. History BrewDog was founded in Fraserburgh, Scotland, in 2007 by James Watt and Martin Dickie. Dickie had previously worked at Thornbridge Brewery, where he helped develop their flagship beer, Jaipur. In 2009, BrewDog purchased its first bar, in nearby Aberdeen. At the end of 2018, the company and its franchisees operated 78 bars worldwide. In 2011, BrewDog, along with ot ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Dollar Shave Club
Dollar Shave Club, Inc. is an American company based in Venice, California, that delivers razors and other personal grooming products to customers by mail. It delivers razor blades on a monthly basis and offers additional grooming products for home delivery. History Dollar Shave Club was founded by Mark Levine and Michael Dubin. The pair met at a party and spoke of their frustrations with the cost of razor blades. With their own money and investments from start-up incubator Science Inc., they began operations in January 2011 and launched their website in April 2011. Dollar Shave Club was backed by a variety of venture capitalists. In March 2012, seed investors provided $1 million in funding from groups that included Kleiner Perkins Caufield & Byers, Andreessen Horowitz, Shasta Ventures, and others. The same group, joined by Venrock, provided $9.8 million in series A funding in October 2012. A year later, a $12 million series B round was raised led by Venrock, Comcast Ve ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Brands
A brand is a name, term, design, symbol or any other feature that distinguishes one seller's goods or service from those of other sellers. Brands are used in business, marketing, and advertising for recognition and, importantly, to create and store value as brand equity for the object identified, to the benefit of the brand's customers, its owners and shareholders. Brand names are sometimes distinguished from generic or store brands. The practice of branding—in the original literal sense of marking by burning—is thought to have begun with the ancient Egyptians, who are known to have engaged in livestock branding and branded slaves as early as 2,700 BCE. Branding was used to differentiate one person's cattle from another's by means of a distinctive symbol burned into the animal's skin with a hot branding iron. If a person stole any of the cattle, anyone else who saw the symbol could deduce the actual owner. The term has been extended to mean a strategic personality for a p ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Brand Management
In marketing, brand management refers to the process of controlling how a brand is perceived in the market (economics), market. Tangible elements of brand management include the look, price, and packaging of the product itself; intangible elements are the experiences that the target markets share with the brand, and the relationships they have with it. A brand manager oversees all aspects of the consumer's brand association as well as relationships with members of the supply chain. Developing a good relationship with target markets is essential for brand management. Definitions In 2001, Hislop defined branding as "the process of creating a relationship or a connection between a company's product and emotional perception of the customer for the purpose of generating segregation among competition and building loyalty among customers". In 2004 and 2008, Kapferer and Keller respectively defined it as a fulfillment in customer expectations and consistent customer satisfaction.Shamoon, ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Shake Shack
Shake Shack is an American multinational fast casual restaurant chain based in New York City. It started out as a hot dog cart inside Madison Square Park in 2001, and its popularity steadily grew. In 2004, it received a permit to open a permanent kiosk within the park, expanding its menu from New York–style hot dogs to one with hamburgers, hot dogs, fries and its namesake milkshakes. Since its founding, it has been one of the fastest-growing food chains, eventually becoming a public company filing for an initial public offering of stock in late 2014. The offering priced on January 29, 2015; the initial price of its shares was at $21, immediately rising by 123% to $47 on their first day of trading. Shake Shack Inc. owns and operates over 400 locations globally. History Concept and early history In 2000, New York City began the rebuilding of Madison Square Park, which had fallen into a state of disrepair and misuse. As part of the redevelopment, restaurateur Danny Meyer ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Rapido (company)
Rapido is an Indian ride-hailing service, which primarily operates as a bike taxi aggregator. Its offerings also include auto rickshaw and taxicab hailing, parcel delivery, and third-party logistics services. Founded in 2015, the company is based in Bangalore and operates in over 100 cities, but has run into legal troubles in several locations where bike taxis are not legal. Rapido raised $200 million in funding led by WestBridge; valuation hits $1.1 billion History The company was founded in 2015 as theKarrier by two IIT alumni and a PESU alumni – Aravind Sanka, Pavan Guntupalli, and SR Rishikesh. In September 2018, reports were that Rapido has over 15,000 registered riders, with an average rides of 30,000 per day. Subsequently, Hero MotoCorp chairman Pawan Munjal and former Google India head Rajan Anandan picked up stakes in the company. In 2019, Rapido co-founder Aravind Sanka claimed that the company has created more than 500,000 jobs in India. In November 2019, the ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Tesla, Inc
Tesla, Inc. ( or ) is an American multinational automotive and clean energy company. Headquartered in Austin, Texas, it designs, manufactures and sells battery electric vehicles (BEVs), stationary battery energy storage devices from home to grid-scale storage, grid-scale, solar panels and solar shingles, and related products and services. Tesla was incorporated in July 2003 by Martin Eberhard and Marc Tarpenning as Tesla Motors. Its name is a tribute to inventor and electrical engineer Nikola Tesla. In February 2004, Elon Musk led Tesla's first funding round and became the company's chairman; in 2008, he was named chief executive officer. In 2008, the company began production of its first car model, the Tesla Roadster (first generation), Roadster sports car, followed by the Tesla Model S, Model S sedan in 2012, the Tesla Model X, Model X SUV in 2015, the Tesla Model 3, Model 3 sedan in 2017, the Tesla Model Y, Model Y crossover in 2020, the Tesla Semi truck in 2022 and th ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Casper Sleep
Casper Sleep Inc. (also known as Casper) is an e-commerce company that sells sleep products online and in retail locations. Headquartered in New York City, the company has showrooms in New York City, Chicago, and elsewhere. Its mattresses are manufactured in Georgia and Pennsylvania. History Casper was launched in April 2014 by Philip Krim (previously of The Merrick Group, angelbeds.com, tranquilitymattress.com and SleepBetterStore.com), Neil Parikh, T. Luke Sherwin, Jeff Chapin (previously of IDEO), and Gabriel Flateman. In January 2014, the company raised $1.85 million in its first round of funding. The round was led by Lerer Ventures and Norwest Ventures and also included funding from Crosslink Partners, Vaizra Investments, and Correlation Ventures. On April 22, 2014, Casper officially launched In August 2014, an additional $13.1 million was received in Series A funding, including investments from New Enterprise Associates, Ron Conway’s SV Angel, Ashton Kutcher's firm, A- ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Under Armour
Under Armour, Inc. is an American sportswear company that manufactures footwear and clothing, apparel headquartered in Baltimore, Maryland, United States. History 20th century Under Armour was founded on September 25, 1996, by Kevin Plank, a then-24 year old former special teams captain of the Maryland Terrapins football, University of Maryland football team. Plank initially began the business from his grandmother's basement in Washington, D.C. He spent his time traveling along the East Coast with nothing but apparel in the trunk of his car. His first team sale came at the end of 1996 with a $17,000 sale. From his grandmother's Washington, D.C.-area rowhouse, Plank moved to Baltimore. As a Fullback (gridiron football), fullback at the Maryland Terrapins football, University of Maryland, Plank got tired of having to change out of the sweat-soaked T-shirts worn under his jersey; however, he noticed that his compression shorts worn during practice stayed dry. This inspired him t ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Bumble (app)
Bumble is an online dating and networking application launched in 2014. Profiles of potential matches are displayed to users, who can "swipe left" to reject a candidate or "swipe right" to indicate interest. The app is a product of Bumble Inc., founded by Whitney Wolfe Herd shortly after she left Tinder. Wolfe Herd has described Bumble as a "feminist dating app". The company is valued at more than $1 billion, reportedly having over 50 million users in 190 countries as of 2023. As of June 2024, Bumble was the most downloaded dating application in the United States with 735,000 downloads. History Whitney Wolfe Herd, an early VP of Marketing at Tinder, founded Bumble shortly after leaving Tinder. Wolfe Herd sued Tinder for sexual discrimination and harassment and settled for just over $1 million in September 2014. Amidst the media attention surrounding the lawsuit, acquaintance, Badoo founder and CEO Andrey Andreev contacted Wolfe Herd via email, and the two met up. ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Seabiscuit
Seabiscuit (May 23, 1933 – May 17, 1947) was a champion thoroughbred racehorse in the United States who became the top money-winning racehorse up to the 1940s. He beat the 1937 Triple Crown winner, War Admiral, by four lengths in a two-horse special at Pimlico and was voted American Horse of the Year for 1938. A small horse, at 15.2 hands high, Seabiscuit had an inauspicious start to his racing career, winning only a quarter of his first 40 races, but became an unlikely champion and a symbol of hope to many Americans during the Great Depression. Seabiscuit has been the subject of numerous books and films, including ''Seabiscuit: the Lost Documentary'' (1939); the Shirley Temple film '' The Story of Seabiscuit'' (1949); a book, '' Seabiscuit: An American Legend'' (1999) by Laura Hillenbrand; and a film adaptation of Hillenbrand's book, '' Seabiscuit'' (2003), that was nominated for the Academy Award for Best Picture. There is also a street in Indian Trail, North Carolin ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Pepsi
Pepsi is a Carbonated water, carbonated soft drink with a cola flavor, manufactured by PepsiCo which serves as its flagship product. In 2023, Pepsi was the second most valuable soft drink brand worldwide behind Coca-Cola; the two share a long-standing rivalry in what has been called the "cola wars". Pepsi, originally created in 1893 by Caleb Bradham and named "Brad's Drink," was first sold in his drugstore in New Bern, North Carolina. Renamed Pepsi-Cola in 1898 due to its supposed digestive benefits, it was shortened to Pepsi in 1961. The beverage's formula initially included sugar and vanilla but not pepsin, despite speculation on the origin of its name. Early on, Pepsi struggled with financial stability, going bankrupt in 1923 but was subsequently purchased and revived by Charles Guth, who reformulated the syrup. Pepsi gained popularity with the introduction of a 12-ounce bottle during the Great Depression and clever marketing strategies like the "Nickel, Nickel" jingle, dou ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
