brand [brand]: Definition

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 users who view your ad. 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

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 that we understand the data that you're submitting. 

Type String (Unicode characters. Recommended: ASCII only)
Limits 1-70 characters
Repeated field No
Schema.org property (What is this?) Product.brand, Type: Brand
 
File format Example entry
Text

Google

XML feeds <g:brand>Google</g:brand>

For format API information, please see Content API for Shopping.

Guidelines

Follow these guidelines to make sure that you submit high-quality data for your products and get the best performance from your ads.

Minimum requirements

These are the requirements that you'll need to meet to show ads for your product. If you don't follow these requirements, we'll disapprove your product and let you know on the Diagnostics page of 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 help to connect users to your ads and make those ads richer. Learn more about product identifier attributes.
  • Use the brand name of the product that people shopping online generally will recognise.
  • 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 are best practices that can help you go beyond the basic requirements to optimise your product data for performance. 

  • Submit the publisher name as brand for media products such as CDs.
  • Use brand to help organise 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 whether 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 the Diagnostics page of your Merchant Center account.

Compatible products
  • Submit the brand [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. 
Own-brand and white-label products
  • Use your store name for the brand [brand] attribute if you manufacture the product or if your product is a white-label brand. For example, you could submit your shop name as the brand if you sell customised jewellery or products manufactured by someone else and rebranded by you.

Printer cartridges

 The brand that you submit depends on the manufacturer of the printer cartridge that 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

Clothing

An illustration of a dress

Product Black dress, size L
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 GTIN visible

Product Bio goat's milk
title [title] 1 L Bio goat's milk
brand [brand] Tanja's goat farm
gtin [gtin] 0614141123452
condition [condition] new
Electronics

An illustration showing the brand name on an example product

Product Google Chromecast
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 Google 25.3 MP digital SLR camera and accessories
title [title] Google 25.3 MP digital SLR camera body + 35 mm lens + blue camera bag
price [price] 435 GBP
google_product_category [google_product_category] 152
brand [brand] Google
gtin [gtin] 0614141123452
is_bundle [is_bundle] yes
condition [condition] new
Variants

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

An example of ads without placeholder images

Product Google t-shirt
title [title] Google T-shirt – Green – Small
price [price] 11 GBP
color [colour] 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 Google t-shirt
title [title] Google T-shirt – Blue – Small
price [price] 9 GBP
color [colour] 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 Google t-shirt
title [title] Google T-shirt – Yellow – Small
price [price] 12 GBP
color [colour] 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 Google Nexus 6
title [title] Google Nexus 6 – 32 GB - Midnight blue – unlocked
price [price] 199 GBP
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 white-label products

An illustration of a couch with product staging

Product White-label couch
title [title] Google 3-seater sofa in brown and green
price [price] 799.00 GBP
brand [brand] Google
gtin [gtin] 0614141123452
mpn [mpn] AB-123-4-CD
condition [condition] new

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