Beware, an underdog may bite: literature review and brand management framework in the context of underdog brands

Abstract An underdog brand is a with humble resources that competes passion and determination against competitors dominate market. Numerous anecdotal examples few research articles of brands exist, yet the understanding what an how can use effect still limited. Considering relevance management for practice, purpose our article to distill components concepts “underdog brand” “the effect” propose conceptual framework guide management. To achieve this goal, we undertook systematic review extant literature resulted in (1) clear demarking definition term brand, (2) analysis usefulness (3) reference frame termed framework”. By doing so, helped overcome gap field validate findings, tested case study successful brand. Our robust model could inspire practitioners who are charge brands.