Akademik

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.)

"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