diff --git a/makelib/docs.mk b/makelib/docs.mk
index 3d46edb..9153f2f 100644
--- a/makelib/docs.mk
+++ b/makelib/docs.mk
@@ -68,7 +68,7 @@ docs.publish: docs.generate
 # ====================================================================================
 # Common Targets
 
-# only publish docs for master and release branches
-ifneq ($(filter master release-%,$(BRANCH_NAME)),)
+# only publish docs for main, master and release branches
+ifneq ($(filter main master release-%,$(BRANCH_NAME)),)
 publish.artifacts: docs.publish
 endif
diff --git a/makelib/image.mk b/makelib/image.mk
index 1873647..7b0ffc4 100644
--- a/makelib/image.mk
+++ b/makelib/image.mk
@@ -246,9 +246,9 @@ clean: img.clean img.release.clean
 
 publish.init: img.release.build
 
-# only publish images for main / master and release branches
-# TODO(hasheddan): remove master and support overriding
-ifneq ($(filter main master release-%,$(BRANCH_NAME)),)
+# only publish images for main / master, release branches and custom branches in case of other naming convention
+# TODO(hasheddan): remove master
+ifneq ($(filter main master release-% $(PUBLISH_BRANCH_NAME),$(BRANCH_NAME)),)
 publish.artifacts: $(addprefix img.release.manifest.publish.,$(IMAGES))
 endif
 
diff --git a/makelib/imagelight.mk b/makelib/imagelight.mk
index c4d3557..14ae4fe 100644
--- a/makelib/imagelight.mk
+++ b/makelib/imagelight.mk
@@ -124,9 +124,9 @@ endif
 build.done: img.done
 clean: img.clean img.release.clean
 
-# only publish images for main / master and release branches
-# TODO(hasheddan): remove master and support overriding
-ifneq ($(filter main master release-%,$(BRANCH_NAME)),)
+# only publish images for main / master, release branches and custom branches in case of other naming convention
+# TODO(hasheddan): remove master
+ifneq ($(filter main master release-% $(PUBLISH_BRANCH_NAME),$(BRANCH_NAME)),)
 publish.artifacts: $(foreach r,$(REGISTRY_ORGS), $(foreach i,$(IMAGES),img.release.publish.$(r).$(i)))
 endif
 
diff --git a/makelib/xpkg.mk b/makelib/xpkg.mk
index b8d19f4..caf7065 100644
--- a/makelib/xpkg.mk
+++ b/makelib/xpkg.mk
@@ -116,9 +116,9 @@ else
 build.artifacts.platform: do.skip.xpkgs
 endif
 
-# only publish package for main / master and release branches
-# TODO(hasheddan): remove master and support overriding
-ifneq ($(filter main master release-%,$(BRANCH_NAME)),)
+# only publish package for main / master, release branches and custom branches in case of other naming convention
+# TODO(hasheddan): remove master
+ifneq ($(filter main master release-% $(PUBLISH_BRANCH_NAME),$(BRANCH_NAME)),)
 publish.artifacts: $(foreach r,$(XPKG_REG_ORGS), $(foreach x,$(XPKGS),xpkg.release.publish.$(r).$(x)))
 endif