overbrand

English

Etymology

From over- +‎ brand.

Verb

overbrand (third-person singular simple present overbrands, present participle overbranding, simple past and past participle overbranded)

1. (marketing) To use too many brands (proprietary names in marketing).
   • 2006, Ronald J Alsop, The 18 Immutable Laws of Corporate Reputation:

     "They had overbranded and had too many branding levels with three different divisions and all of their products using the ITT prefix," says Hayes Roth...

   • 2007, Neil Henry, American carnival: journalism under siege in an age of new media:

     If the product name is mentioned more than once in a sound bite and in the narration, you've more than likely overbranded it. Don't overburden your expert.

   • 2008, David A Aaker, Spanning Silos: The New CMO Imperative:

     The good news is that overbranding and the absence of a coherent brand strategy are an obvious problem, if not a crisis. Anyone can count brands...