Brand [brand] Field for Product Feed

Required for branded products (Google & ChatGPT)

The brand attribute is used to specify the brand name of your product. It helps users recognize the manufacturer or brand they’re buying from. A clear brand name can improve trust, relevance, and click-through rate.

When to use

• Required for each product with a clearly associated brand or manufacturer.
• Required when the manufacturer is also the merchant (e.g. custom-made or homemade products).
• Optional for media, books, movies, posters, and products with no associated brand.

Only submit a brand if you are certain it is accurate.

Format

Follow these formatting guidelines to ensure Google understands the data you’re submitting.

• Type: String (Unicode characters; ASCII recommended)
• Limits: 1–70 characters
• Repeated field: No
• Schema.org property: Product.brand, Type: Brand

Brand formatting examples:

Minimum requirements

Note: Incorrect or missing brand data can lead to disapproval or limited visibility.

• Submit the brand name most recognized by customers.
• If you are the manufacturer, use your store name as the brand.
• Include GTIN and MPN alongside brand where applicable.
• Don’t guess or submit placeholder brand names.
• Don’t include multiple language versions of the brand.

Best practices

• Submit publisher name as brand for CDs, books, and media.
• Use brand values to group products in Google Shopping campaigns.
• Use consistent casing and spelling of brand names.
• Match the brand displayed on the product packaging.

SEO Tip

A recognizable and trusted brand can increase click-through rates and improve conversion. Ensure consistency between product titles, descriptions, and the brand field.

Official Source: https://support.google.com/merchants/answer/6324351