I think, "overbranding" is only possible in certain industries.

For example, Coca-Cola is what they call a "convenience" product. So, they try to market anywhere and everywhere they can.

I guess I have mixed feelings. In this industry, there are plenty of quality hosts. So, name recognition is key.
Site5 thinks they have a "product differentiation"... so they focus on the key differences with their services and other companies. Acutally, as annoying as their ads are, I think they're working.

...my thoughts...