Faculty News | HBS Working Knowledge | 13
The Consumer Appeal of Underdog Branding
by Anat Keinan
As HBS professor Anat Keinan explains, "Today, underdog brand biographies are being used by both large and small companies and across categories, including food and beverages, technology, airlines, and automobiles. Even large corporations, such as Apple and Google, are careful to retain their underdog roots in their brand biographies."