brand wagonnoun.
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
