Brand [brand]

Use the brand [brand] attribute to indicate the product's brand name. The brand is used to help identify your product and will be shown to customers. The brand should be clearly visible as an integral part of the packaging or label, and not artificially added in the product image. Learn more about image requirements

In this article

• When to use
• Format
• Minimum requirements
• Best practices
• Examples

When to use 

Required for each product with a clearly associated brand or manufacturer.

Required for each product where the manufacturer is also the merchant (for example, homemade and custom-made products).

Optional for any product that doesn’t have a clearly associated brand (for example, movies, books, music, and posters).

Only provide a brand if you’re sure it’s correct. When in doubt don’t provide a brand (for example, do not guess or make up a value).

Format

Follow these formatting guidelines to make sure Google understands the data you're submitting.

Learn when and how to submit your product data in English

Minimum requirements

These are the requirements you'll need to meet to show your product. If you don't follow these requirements, we'll disapprove your product and let you know in your Merchant Center account.

• Submit any other relevant unique product identifiers. You might be required to submit the GTIN [gtin] and MPN [mpn] attribute. When you submit these product identifiers, we can better understand what you're selling. When we understand what you're selling, we can make your ads and free listings richer and help connect customers to your products.
• Use the brand name of the product that people shopping online generally will recognize.
• Use the store name as the brand name in cases where the merchant is also the manufacturer and the only seller of a product that has no official brand (for example, custom or homemade goods). In this case, also include MPN [mpn] with a unique identifier number of your choice instead of submitting the identifier exists [identifier_exists] attribute with a value of "false" (false).

Best practices

These best practices can help you go beyond the basic requirements to optimize your product data for performance.

• Submit the publisher name as brand for media products like CDs.
• Use brand to help organize your product groups for bidding in your Shopping campaign. Learn about product groups
• Submit the brand in only 1 language or alphabet. For example, if your products target Japan, submit either グーグル or Google, but do not submit (Google) グーグル’.

Additional guidelines

Review each section closely to determine if the requirements apply to your country or product. If you don't follow requirements that apply to you, we'll disapprove your product and let you know in your Merchant Center account.

Examples