brand: Definition

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

When to use

Required for each product with a clearly associated brand or manufacturer

If the product doesn’t have a clearly associated brand (for example, movies, books, music, and posters) or is a custom-made product (for example, art, custom t-shirts, novelty products, and handmade products), the attribute is optional.

Format

Follow these formatting guidelines to make sure we understand the data you're submitting. 

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.

Guidelines

Follow these guidelines to make sure you submit high-quality data for your products.

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 the Diagnostics page in your Merchant Center account.

• Submit any other relevant unique product identifiers. You might be required to submit the gtin and 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 users to your products. Learn more about product identifier attributes
• Use the brand name of the product that people shopping online generally will recognize.
• Don’t provide a value that’s not a brand. If you don't have a brand to provide, don't provide a value. For example, don't use N/A, Generic, No brand, or Does not exist.

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 Diagnostics 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 white-label products

• Use your store name for the brand attribute if you manufacture the product or if your product is a white-label brand. 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

Product	Black Dress, size L
title	Sleeveless A-line Dress - black - size L
brand	Little Black Dress
gtin	0614141123452
mpn	I9020A
condition	new

Food and beverages

Product	Bio Goat Milk
title	1l Bio Goat Milk
brand	Tanja’s Goat Farm
gtin	0614141123452
mpn	H2G2-42
condition	new

Electronics

Product	Google Chromecast
title	Google Chromecast 2 - 1080p - Wi-Fi - Black
brand	Google
gtin	0614141123452
mpn	H2G2-42
condition	new

Merchant-defined multipacks and bundles

Product	Google 25.3 MP Digital SLR Camera and accessories
title	Google 25.3 MP Digital SLR Camera Body + 35mm Lense + blue camera bag
price	435 USD
google_product_category	152
brand	Google
gtin	0614141123452
is_bundle	yes
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:

Product	Google T-shirt
title	Google T-shirt - Green - Small
price	11 USD
color	green
size	s
id	9876-S-GRN
item_group_id	9876
brand	Google
gtin	9504000059422
condition	new
mpn	00638HAY

 

Product	Google T-shirt
title	Google T-shirt - Blue - Small
price	9 USD
color	blue
size	s
id	9876-S-BLU
item_group_id	9876
brand	Google
gtin	9504000059422
condition	new
mpn	00638NIC

 

Product	Google T-shirt
title	Google T-shirt - Yellow - Small
price	12 USD
color	yellow
size	s
id	9876-S-YELLOW
item_group_id	9876
brand	Google
gtin	9504000059446
condition	new
mpn	00638ANG

Phone or tablet

Product	Google Pixel 3
title	Google Pixel 3 - 32 GB - Midnight Blue - unlocked
price	199 USD
google_product_category	Electronics > Communications > Telephony > Mobile Phones
brand	Google
gtin	0614141123452
mpn	00638NAGPE
condition	new

Store brand and white-label products

Product	white label couch
title	Google 3-Seat Sofa in Brown and Green
price	799.00 USD
brand	Google
gtin	0614141123452
mpn	AB-123-4-CD
condition	new