Branded Meta Data Optimisation

Hello,

I have had a couple of white label requests recently to create meta data that gives value to the brand where the aim is not to rank for generic keywords - I guess this is for protecting the brand's ranking from resellers. Has anyone else had this before? I find it tough to resist my natural tendency not to optimise with additional keywords.

I am just curious to understand if this is some kind of growing trend as I had never been asked for it previously.

Cheers