👉 Counterbrand is a brand that attempts to differentiate itself from its main competitor in terms of product or service offerings, pricing, or marketing strategies. It aims to appeal to consumers who are not necessarily loyal to the original brand but prefer it because of its unique features or benefits. The term "counterbrand" was coined by advertising pioneer and former CEO of Procter & Gamble, Edwin C. "Butch" Whitman in 1963 as a way to describe a brand that is
