An alternative brand is a company or product that offers a unique and unconventional approach to traditional branding. These brands often challenge the norms and push boundaries, catering to a niche market or subculture. They prioritize individuality and authenticity over mass appeal, and their products or services may be seen as edgy, innovative, or countercultural. Alternative brands often have a strong brand identity and a loyal following, appealing to consumers who seek something different and outside of the mainstream.