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 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

An illustration showing the brand name on an example product

When to use

  • Required for each product with a clearly associated brand or manufacturer
  • Optional for any product that doesn’t have a clearly associated brand (for example, movies, books, music, and posters)
  • Optional for any custom-made product (for example, art, custom t-shirts, novelty products, and handmade products)

Format

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

For details on when and how to submit values in English, learn more about submitting your product data

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 [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. Learn more about product identifier attributes
  • Use the brand name of the product that people shopping online generally will recognize.
  • Avoid providing 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 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

Compatible and 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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