brand wagon
n. Brand + bandwagon: The current trend towards using branding concepts and techniques in marketing. (Branding means marketing a product or service in such a way as to create a distinctive identity.)

Example Citation:
"Everbody's jumping on the 'brand wagon' these days, but there are real dangers in extending corporate names too far, says Tom Freston, a marketing guru and founder of MTV."
—Robert Brehl, "MTV man warns about branding," The Globe and Mail

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