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

On this page

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

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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 that it's correct. When in doubt, don't provide a brand (for example, don't guess or make up a value).

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Format

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

Learn when and how to submit your product data in English

Formatting specifications
Technical name	brand
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 examples

To ensure that your attribute is recognised correctly, use the formatting specific to your data source type.

Data source format	Example entry
Text	Google
XML data sources	<g:brand>Google</g:brand>
Merchant API	To format your data, check the Merchant API resource.

Note: To ensure that this product data attribute is recognised by our system correctly, remember to submit your data feed file in a format that we support.

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Minimum requirements

These are the requirements that 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 cost-free listings richer and help connect customers to your products.
• Use the brand name of the product that people shopping online generally will recognise.
• Use the shop 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 (e.g. 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).

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 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.

Shop brand and private-label products

• Use your shop 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 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 [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 the requirements for compatible or refurbished third-party products.

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Best practices

These best practices can help you to 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 the brand to help organise your product groups for bidding in your Shopping campaign. Learn about product groups.
• Submit the brand in only one language or alphabet. For example, if your products target Japan, submit either グーグル or Google, but don't submit (Google) グーグル’.

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Examples

Clothing

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

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

Electronics

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 [new]

Merchant-defined multipacks and bundles

Product data for a Google 25.3 MP digital SLR camera priced at 435.00 GBP
Attribute	Value
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
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:

Product data for a small green Google T-shirt priced at 11.00 GBP
Attribute	Value
Title [title]	Google T-shirt – Green – Small
Price [price]	11 GBP
Colour [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 GBP
Attribute	Value
Title [title]	Google T-shirt – Blue – Small
Price [price]	9 GBP
Colour [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 GBP
Attribute	Value
Title [title]	Google T-shirt – Yellow – Small
Price [price]	12 GBP
Colour [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

Product data for a midnight blue unlocked Google Pixel 3 – 32 MB priced at 199.00 GBP
Attribute	Value
Title [title]	Google Pixel 3 – 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

Shop brand and private-label products

Product data for a Google three-seat sofa priced at 799.00 GBP
Attribute	Value
Title [title]	Google three-seat 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