In this paper we contend neo-liberal education policy which supports the creation of schooling choices in public education systems is reshaping, conflating and branding ethnicity. We make these points in reference to school choice in Toronto, Canada, and the establishment of an Africentric ethno-centric school. We argue that one of the registers within which education and ethnicity in Toronto operates relates to the conflation of commodification, ethnicity and geography, and that this conflation indicates one of the limits of school choice as a possible way to redress Black student disadvantage. We suggest education policy, which enables the establishment of ethno-centric schools, enters the realm of other debates about race, equity and difference that include the practices of marketing and branding.