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Niche brands target small segments of consumers whose needs differ from those of the general market in the product class (category). Compared with large brands in the market, niche brands tend to have small market share and enjoy higher levels of loyalty and lower levels of penetration than would be expected for their market share. Small firms are prone to adopt niche branding strategies; however, they can also be used by the giants. Scant analytical research has been conducted to help firms identify niche opportunities. Empowering and negotiating with brand communities has been found to be pivotal for building niche brands. Precautions are recommended when growing a niche brand beyond its original market.
KeywordsSmall Firm Niche Market Product Class Brand Community Purchase Frequency
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