The phrase "new brand name" refers to a recently created or introduced company, product, service, or organization that has been given an original and distinctive title in order to differentiate it from other similar offerings. Full definition
Don't let the relatively new brand name and low price fool you - this is a solidly built and great - sounding acoustic guitar. (geekwrapped.com)
Every time I hear about exotic new brand names or see amazingly done packaging in a very feminine style, my heart goes «boom boom boom». (luchessa.org)
It also adds new brand names and expressions as they are coined and become popular. (blogs.microsoft.com)