A microbrand is a small-scale brand recognized only in a certain geographic location, or by consumers in a specific micromarket or niche market.[1] The majority of microbrands are owned by a microbusiness, though this trend is changing due to the expansion of the Internet and advancement of micromarketing tools. The process of identifying and micro-segmenting customers into more refined targets is becoming an efficient and rewarding operation for larger companies and corporations.[2][3]
Microbrands are most frequently associated with products such as watches,[4] instruments, undergarments, automobiles, and jewelry.
See also edit
References edit
- ^ Tagrin, Tomer. "Microbrands: Amazon's Conspirators In Overthrowing Retail".
- ^ "The growth of microbrands threatens consumer-goods giants". The Economist. 2018-11-08. ISSN 0013-0613. Retrieved 2019-01-23.
- ^ Mims, Christopher (2018-10-04). "Why You're Buying Products From Companies You've Never Heard Of". Wall Street Journal. ISSN 0099-9660. Retrieved 2019-01-23.
- ^ Stacey, James. "Understanding The Rise Of The Microbrands". Minutehack.