The optimal way to handle this would be use a macro (for convenience and consistency) and adjust \emergencystretch
to suit your needs:

\documentclass{article}
\usepackage{pgffor}
\pagestyle{empty}
\usepackage[paper=a6paper,paperheight=.25\paperheight]{geometry}
\newlength{\BRANDNAMElen}
\settowidth{\BRANDNAMElen}{BRANDNAME}
\setlength{\emergencystretch}{1.1\BRANDNAMElen}% \emergencystretch is slightly longer than \BRANDNAMElen
\newcommand{\BRANDNAME}{\mbox{BRANDNAME}}
\begin{document}
\setlength{\emergencystretch}{5em}
\foreach \x in {\unskip,s,si,sit,sit{ },
sit a,sit am,sit ame,sit amet,sit amet{ },
sit amet c,sit amet co,sit amet con,sit amet cons,
sit amet conse,sit amet conset,sit amet consete,
sit amet consetet,sit amet consetetu,sit amet consetetur,
sit amet consetetur{ },sit amet consetetur l,sit amet consetetur lo,
sit amet consetetur lor,sit amet consetetur lore,sit amet consetetur lorem,
sit amet consetetur lorem{ },sit amet consetetur lorem i,sit amet consetetur lorem ip,
sit amet consetetur lorem ips,sit amet consetetur lorem ipsu,sit amet consetetur lorem ipsum,
sit amet consetetur lorem ipsum,sit amet consetetur lorem ipsum,sit amet consetetur lorem ipsum,sit amet consetetur lorem ipsum,sit amet consetetur lorem ipsum,sit amet consetetur lorem ipsum,sit amet consetetur lorem ipsum,sit amet consetetur lorem ipsum,sit amet consetetur lorem ipsum,sit amet consetetur lorem ipsum} {
\clearpage
Lorem ipsum dolor \x{} \BRANDNAME{}
sadipscing elitr, sed diam nonumy eirmod tempor
invidunt ut labore et dolore magna aliquyam erat,
sed diam voluptua. At vero eos et accusam et justo
duo dolores et ea rebum.
}
\end{document}
The above macro inserts letters around \BRANDNAME
(set as an unbreakable \mbox
) to identify whether the break would flush it to the following line. \emergencystretch
is set to 10% more of the width of \BRANDNAME
to allow for the line-breaking algorithm to check a third time during paragraph setting whether adjustments should be made.
You may have to reset \emergencystretch
to 0pt
when you don't need it.
During paragraph assembly, TeX attempts (perhaps multiple times) to lay out the lines in an optimal way.
Read TeX by Topic, specifically section 19.2 The process of breaking (p 179). Here is an excerpt:
19.2.1 Three passes
First an attempt is made to split the paragraph into lines without hyphenating, that is, without inserting discretionary hyphens. This attempt succeeds if none of the lines has a
badness exceeding \pretolerance
.
Otherwise, a second pass is made, inserting discretionaries and using \tolerance
. If
\pretolerance
is negative, the first pass is omitted.
TeX can be made to make a third pass if the first and second pass fail. If \emergencystretch
is a positive dimension, TeX will assume this much extra stretchability in each line when badness and demerits are calculated. Thus solutions that only slightly exceeded the given tolerances will now become feasible. However, no glue of size \emergencystretch
is actually present, so underfull box messages may still occur.
Best Answer
That's an exercise in the TeXbook.