Definitions

1. noun

A brand or product that is positioned as an alternative to a popular or well-known brand, often with a similar design or functionality but at a lower price point or with different features.

“The company’s new smartphone was marketed as a counterbrand to the popular iPhone model.”

2. verb

To create or position a brand or product as an alternative to a popular or well-known brand.

“The company decided to counterbrand their new product to appeal to a wider range of customers.”