Brand [brand]

A custom icon for Merchant Center Classic and Merchant Center Next.

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

An illustration showing the brand name on an example product

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

Type	String (Unicode characters. Recommended: ASCII only)
Limits	1–70 characters
Repeated field	No
Schema.org property (What’s this?)	`Product.brand`, Type: `Brand`

File format	Example entry
Text	`Google`
XML feeds	`<g:brand>Google</g:brand>`

To format your data for Content API, see the Content API for Shopping resource.

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.

Compatible products

Submit the brand from the manufacturer who actually built the compatible product. Don't submit the original equipment manufacturer (OEM) details to indicate that your product is compatible with or a replica of the OEM brand's product. Learn more about how to submit compatible products

Bundles

Use the brand of the bundle, not the individual products, if the manufacturer created the bundle.
Use the brand of the main product if you created the bundle. For example, if you bundle a camera with a lens and carrying bag, submit the brand of the camera, which is the main product.

Multipacks

Use the brand of the multipack, not the individual products, if the manufacturer created the multipack.
Use the brand of the individual products, if you created the multipack.

Store brand and private-label products

Use your store name for the brand [brand] attribute if you manufacture the product or if your product is a private-label product. For example, you could submit your store name as the brand if you sell customized jewelry or products manufactured by someone else and rebranded by you.

Printer cartridges

The brand you submit depends on the manufacturer of the printer cartridge you are selling. Learn more about the requirements for printer cartridges

Compatible and refurbished third party products

Submit the brand from the manufacturer who actually built the compatible product. Don't submit the original equipment manufacturer (OEM) details to indicate that your product is compatible with or a replica of the OEM brand's product. Learn more about requirements for compatible or refurbished third party products

Examples

Apparel

An illustration of a woman wearing a black dress

Product data for a large black dress
Attribute	Value
Title `[title]`	Sleeveless A-line Dress - black - size L
Brand `[brand]`	Little Black Dress
GTIN `[gtin]`	0614141123452
MPN `[mpn]`	I9020A
Condition `[condition]`	`new`

Food and beverages

An illustration of a jug of milk with brand visible and highlighted

Product data for Tanja’s Goat Farm goat milk
Attribute	Value
Title `[title]`	1l Bio Goat Milk
Brand `[brand]`	MILK
GTIN `[gtin]`	0614141123452
MPN `[mpn]`	H2G2-42
Condition `[condition]`	`new`

Electronics

An illustration showing the brand name on an example product

Product data for a black Google Chromecast 2
Attribute	Value
Title `[title]`	Google Chromecast 2 - 1080p - Wi-Fi - Black
Brand `[brand]`	Google
GTIN `[gtin]`	0614141123452
MPN `[mpn]`	H2G2-42
Condition `[condition]`	`new`

Merchant-defined multipacks and bundles

An illustration of a bundle that includes a camera body, lens, and bag

Product data for a Google 25.3 MP digital SLR camera priced at 435.00 USD
Attribute	Value
Title `[title]`	Google 25.3 MP Digital SLR Camera Body + 35mm Lense + blue camera bag
Price `[price]`	435 USD
Google product category `[google_product_category]`	152
Brand `[brand]`	Google
GTIN `[gtin]`	0614141123452
Bundle `[is_bundle]`	`yes`
Condition `[condition]`	`new`

Variants

If your product comes in multiple colors or sizes, you have different unique product identifiers for each of these variants. For example:

An example of ads without placeholder images

Product data for a small green Google t-shirt priced at 11.00 USD
Attribute	Value
Title `[title]`	Google T-shirt - Green - Small
Price `[price]`	11 USD
Color `[color]`	Green
Size `[size]`	S
ID `[id]`	9876-S-GRN
Item group ID `[item_group_id]`	9876
Brand `[brand]`	Google
GTIN `[gtin]`	9504000059422
Condition `[condition]`	`new`
MPN `[mpn]`	00638HAY

Product data for a small blue Google t-shirt priced at 9.00 USD
Attribute	Value
Title `[title]`	Google T-shirt - Blue - Small
Price `[price]`	9 USD
Color `[color]`	Blue
Size `[size]`	S
ID `[id]`	9876-S-BLU
Item group ID `[item_group_id]`	9876
Brand `[brand]`	Google
GTIN `[gtin]`	9504000059422
Condition `[condition]`	`new`
MPN `[mpn]`	00638NIC

Product data for a small yellow Google t-shirt priced at 12.00 USD
Attribute	Value
Title `[title]`	Google T-shirt - Yellow - Small
Price `[price]`	12 USD
Color `[color]`	Yellow
Size `[size]`	S
ID `[id]`	9876-S-YELLOW
Item group ID `[item_group_id]`	9876
Brand `[brand]`	Google
GTIN `[gtin]`	9504000059446
Condition `[condition]`	`new`
MPN `[mpn]`	00638ANG

Phone or tablet

An illustration with 3 different colors of one mobile phone

Product data for a midnight blue unlocked Google Pixel 3- 32MB priced at 199.00 USD
Attribute	Value
Title `[title]`	Google Pixel 3 - 32 GB - Midnight Blue - unlocked
Price `[price]`	199 USD
Google product category `[google_product_category]`	`Electronics > Communications > Telephony > Mobile Phones`
Brand `[brand]`	Google
GTIN `[gtin]`	0614141123452
MPN `[mpn]`	00638NAGPE
Condition `[condition]`	`new`

Store brand and private-label products

An illustration of a couch with product staging

Product data for a Google 3-seat sofa priced at 799.00 USD
Attribute	Value
Title `[title]`	Google 3-Seat Sofa in Brown and Green
Price `[price]`	799.00 USD
Brand `[brand]`	Google
GTIN `[gtin]`	0614141123452
MPN `[mpn]`	AB-123-4-CD
Condition `[condition]`	`new`

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