Last modified on 27 May 2014, at 18:36

overbrand

EnglishEdit

EtymologyEdit

over- +‎ brand

VerbEdit

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...