# LLM unbranding: Erasing Commercial Identity while Preserving Generic Utility

arXiv: https://arxiv.org/abs/2609.37127 · HTML: https://mlsanity.com/paper/2609.37127/

## Key facts

- No citing papers in the map yet (data through 14 Oct 2026).
- Builds on 6 of its 41 references that are in the map.
- First posted on arXiv 29 Sep 2026.

## Builds on (most cited first, 6 of 6)

- [GPT-4 Technical Report](https://mlsanity.com/paper/2303.08774/) (2023)
- [Llama 2: Open Foundation and Fine-Tuned Chat Models](https://mlsanity.com/paper/2307.09288/) (2023)
- [Guardrail Baselines for Unlearning in LLMs](https://mlsanity.com/paper/2403.03329/) (2024)
- [MEOW: MEMOry Supervised LLM Unlearning Via Inverted Facts](https://mlsanity.com/paper/2409.11844/) (2024)
- [SoK: Machine Unlearning for Large Language Models](https://mlsanity.com/paper/2506.09227/) (2025)
- [From Unlearning to UNBRANDING: A Benchmark for Trademark-Safe Text-to-Image Generation](https://mlsanity.com/paper/2512.13953/) (2025)

## Abstract (arXiv)

Establishing unbranding as a critical practice to prevent visual logos from acquiring negative connotations is standard in image generation. Large Language Models (LLMs) now face a parallel and emerging challenge. These models frequently generate brand descriptions within diverse contexts. This frequency introduces significant risks, such as trademark dilution, false attribution, and brand defamation. In response, we formally define the novel task of LLM Unbranding. We specifically address the complex challenge of managing trade dress within textual outputs. This involves neutralizing characteristic language, slogans, and stylistic markers that define brand identity. Crucially, these elements are less evident than explicit visual logos. To benchmark this task, we introduce a comprehensive evaluation dataset incorporating prominent brands from multiple commercial domains. We rigorously evaluate existing state-of-the-art machine unlearning models using this benchmark. This evaluation identifies their limitations in selective textual unbranding. Finally, we propose MUTE, a novel inference-time method that effectively neutralizes textual trade dress while preserving the LLM's general capabilities and utility. By leveraging an iterative refinement loop, MUTE systematically optimizes system instructions to safely eliminate brand leakage without requiring fragile parameter updates. Code and dataset: The evaluation dataset and code for LLM Unbranding are available at https://github.com/KajetanOzog/LLM_unbranding. The implementation of MUTE is available at https://github.com/KajetanOzog/MUTE.