Microbrand

A microbrand is a small-scale brand recognized only in a certain geographic location or by consumers in a specific micromarket or niche market. The majority of microbrands are owned by a microbusiness, but this trend is beginning to change due to the expansion of the internet and advancement of micromarketing tools. The process of identifying and microsegmenting customers into more refined targets is becoming an efficient and rewarding operation for larger companies and corporations.

The term microbrand has recently been adopted in the blogosphere to refer to a blogger or individual who has developed a distinct online personality and style that fans have come to recognize. A popular blog from the UK, Gaping Void, made mention of the "global microbrand" as "a small, tiny brand, that 'sells' all over the world."^[1]

References

1. ^ gapingvoid: "cartoons drawn on the back of business cards": the global microbrand rant