Against all odds - a narrative approach towards underdog brands

Abstract: Against all odds – a narrative approach towards underdog brands. This study aims to develop a narrative understanding of how an underdog position is achieved, by investigating underdog brand narrative construction from two cases: Oatlyand Tesla. Underdog brand biography and narrative theory was used to provide a framework of how the brand underdog narrative was encapsulated. By adopting a semiotic approach,it was possible to unveil their strategies within the industries they operate: theyact as challengers of the status quo towards their market, yet they adopt a traditional marketing approach to reach their consumers.