A microbrand is a small-scale
brand
A brand is a name, term, design, symbol or any other feature that distinguishes one seller's goods or service from those of other sellers. Brands are used in business, marketing, and advertising for recognition and, importantly, to create and ...
recognized only in a certain geographic location, or by consumers in a specific
micromarket or
niche market
A niche market is the subset of the market on which a product is appealed to a small group of consumers. The market niche defines the product features aimed at satisfying specific market needs, as well as the price range, production quality and the ...
. The majority of microbrands are owned by a
microbusiness, though this trend is changing due to the expansion of the
Internet
The Internet (or internet) is the Global network, global system of interconnected computer networks that uses the Internet protocol suite (TCP/IP) to communicate between networks and devices. It is a internetworking, network of networks ...
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.
Microbrands are most frequently associated with products such as
watches
A watch is a Clock, timepiece carried or worn by a person. It is designed to maintain a consistent movement despite the motions caused by the person's activities. A wristwatch is worn around the wrist, attached by a watch strap or another typ ...
,
instruments,
undergarment
Underwear, underclothing, or undergarments are items of clothing worn beneath outer clothes, usually in direct contact with the skin, although they may comprise more than a single layer. They serve to keep outer clothing from being soiled ...
s, automobiles, and
jewelry
Jewellery (or jewelry in American English) consists of decorative items worn for personal adornment such as brooches, ring (jewellery), rings, necklaces, earrings, pendants, bracelets, and cufflinks. Jewellery may be attached to the body or the ...
.
See also
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Microbrand watches
Microbrand watches are wristwatches produced by small, independent watch companies.
History
The term "''microbrand''" is usually synonymous with the microbrand watch industry, though it can also be more widely used to describe any small-scale b ...
*
Microbrewery
Craft beer is beer manufactured by craft breweries, which typically produce smaller amounts of beer than larger "macro" breweries and are often independently owned. Such breweries are generally perceived and marketed as emphasising enthusiasm, ne ...
*
Microdistillery
A microdistillery is a small, often boutique-style distillery established to produce beverage grade spirit alcohol in relatively small quantities, usually done in single batches (as opposed to larger distillers' continuous distilling process). W ...
References
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Branding terminology