diff --git a/scripts/promote-image.sh b/scripts/promote-image.sh
index 60cdeeb..6416a99 100755
--- a/scripts/promote-image.sh
+++ b/scripts/promote-image.sh
@@ -16,8 +16,10 @@ else
   TAG=${TAG:-${OS_DISTRO}-${PACKAGE_STREAM}-${RELEASE_INFO}}
 fi
 
+# The "TARGET_TAG" is intended to not be a unique tag; it should
+# be replaced with each build.
 if [[ "${BUILD}" != "" ]] && [[ "${BUILD}" != "N/A" ]]; then
-  TARGET_TAG="${OS_DISTRO}-${OS_RELEASE}-${BUILD}"
+  TARGET_TAG="${OS_DISTRO}-${OS_RELEASE}-${BRANCH}"
 else
   TARGET_TAG="${OS_DISTRO}-${PACKAGE_STREAM}"
 fi