I've particularly noticed this in the past with cars in movies & TV shows. A car will quite obviously be of a certain make and/or model, identifiable by certain body features, but it will have all of its logos and brand markings removed.
I've also noticed this almost more blatantly in one of my favorite TV shows, The Big Bang Theory. Most commonly here, it will be seen on snacks or beverages. The item will have several features which clearly allude to the brand and product, but anything that actually has a product name on it will have a slightly different name.
One particular example I saw recently was a bag of Pop Secret popcorn which quite obviously had just had some letters colored over with marker, so that it said "Po Secre".
In other movies or TV shows, I typically notice positions being taken at one extreme or another: Either a product or brand is particularly featured, specifically to be noticeable, or the props used are deliberately labeled in a way that makes them very generic and not easily associated to any real-world product.
What's the purpose behind this? Who really benefits here, especially when it's quite obvious what product is (not) being represented? What makes the un-branding and/or re-branding of recognizable products worthwhile?
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