Enthusiasm yes, entitlement no.
Raising a kid who loves pretty things AND understands money.
Loving brands is developmentally normal. Kids use favorite things to build identity and belong to their peer group. The goal is not to kill the enthusiasm. It is to attach it to patience, budgets, and honest talk about marketing.
Brands are shorthand for identity. Wearing the same scrunchie as her dance friends is not shallow. It is belonging, and belonging is a real need.
Once you see brand love as identity-building rather than greed, the conversation changes from "stop wanting things" to "let's be smart about the things you want."
Nothing trendy gets bought same-day. Everything goes on a wish list first, and the list gets reviewed monthly or at gift time.
Half of what lands on the list stops being exciting within two weeks, and kids discover that themselves. The waiting period does the teaching, so you never have to be the villain.
Kids are surprisingly good at spotting manipulation once someone points it out. Watch a haul video together and ask: why do you think she got that for free? What does the brand get out of this?
A kid who understands that influencers are advertising is dramatically more resistant to wanting everything she sees. Media literacy is cheaper than the alternative.
At some point, let her spend saved allowance on something you know is overpriced junk. The regret she feels three weeks later teaches more than a hundred lectures.
One well-timed bad purchase with her own money builds the judgment that protects her wallet for life.