microbrand

English

Etymology

From micro- +‎ brand.

Pronunciation

• (UK) IPA^(key): /ˈmʌɪkɹə(ʊ)bɹand/

Noun

microbrand (plural microbrands)

1. A small commercial brand which is only recognised in a particular geographic or niche-interest market.
   • 2001, Elliot Ettenberg, The Next Economy, page 16:

     At the other end of the e-commerce spectrum from the megabrands are the very small microbrand expert sites, like Autotrader.com, Reflect.com, Electricshaver.com, and Stethoscopes44.

   • 2010, Jeffrey Hollender, Bill Breen, The Responsibility Revolution, page 141:

     If the DIY tribes conclude that Etsy is simply profiting from their initiative and inventiveness without brightening their microbrands, they'll quickly abandon the site.

   • 2015 September 2, Steven Kurutz, “Band of Outsiders: Fast Rise, Faster Fall”, in New York Times‎^[1]:

     At their first meeting, Mr. Chan recalled, Mr. Sternberg spoke philosophically about a series of microbrands, each with a unique reason for existence but none so overly distributed that it loses its voice.

Verb

microbrand (third-person singular simple present microbrands, present participle microbranding, simple past and past participle microbranded)

1. To use a brand of this kind.