What is Brand [brand] Product Attribute? Google Free Listings (2025)

Online shoppers often look at a product’s brand to quickly gauge its credibility. If the brand name is unclear or inconsistent, they may lose confidence and move on.

The Brand [brand] attribute ensures that your product displays the correct, recognized brand, reinforcing trustworthiness. Accurate brand information helps you stay competitive and enables Google’s systems to better match your products to interested shoppers in free listings.

What is Brand [brand] Product Attribute?

The Brand [brand] attribute is where you provide the manufacturer’s brand name (or your store’s brand name, if you manufacture and exclusively sell the product yourself). This detail reassures shoppers and makes it simpler for them to find products from their preferred brands.

What are Free Listings? Google’s free listings, available through the Google Merchant Center, let you showcase products on various surfaces—such as Search, Maps, YouTube, and the Shopping tab—without paying for ads. If your products meet certain criteria, they can appear organically for relevant searches. Having a clear, legitimate Brand [brand] can be a key differentiator in these results.

When potential customers filter search results by brand, or simply look for items from a manufacturer they trust, your listing can appear more prominently if the Brand [brand] attribute is well-defined. This can lead to higher-quality clicks and improve overall user satisfaction.

Where Does Google Merchant Center Fit In?

Google Merchant Center is the platform where you manage product feeds for both free listings and paid ads. You’ll enter attributes (like Brand [brand] and MPN [mpn]) to keep your data current. Correctly specified brand data ensures you comply with policies and helps Google properly classify and display your items.

Minimum Requirements for Brand [brand]

Just as with all Google Merchant Center attributes, you must follow certain rules to prevent product disapproval:

1. Always Provide a Legitimate Brand Name: If a clearly associated brand exists, submit it. Don’t invent or guess. If you’re unsure, it’s better to leave the brand blank than provide incorrect data.
2. Use Your Store Name When You Are the Manufacturer: For homemade or custom products, list your store name as the brand if you’re the sole seller. Also include MPN [mpn] with a unique identifier instead of using identifier exists [identifier_exists] = “false.”
3. Stay Within 1–70 Characters: Avoid extra text or irrelevant info. A concise, accurate brand name is sufficient.
4. Adhere to Policy Standards: Like other attributes, brand details must avoid misleading, promotional, or unrelated phrases. Stick to the recognized brand name.
5. Provide Other Relevant Identifiers: Submitting GTIN [gtin] and MPN [mpn] (when applicable) alongside brand helps Google’s systems better understand your product’s identity, improving its chances of surfacing in relevant free listings.

Best Practices

Follow these best practices to make the most of your Brand [brand] attribute:

• Cross-Check Official Sources: Use the brand name found on official manufacturer websites or on the product’s packaging. Consistency helps users trust your listings.
• Keep the Language Consistent: If you’re targeting an English-speaking audience, avoid mixing brand translations or special characters that don’t appear on the actual product label.
• Avoid Extra Qualifiers: Resist the urge to add taglines or promotional words to the brand. For instance, “BrandX – Best Quality” could confuse users and potentially violate editorial rules.
• Include Publisher Name for Media Products: For books, music, or DVDs where there’s no typical ‘brand,’ the publisher name can serve as the brand.
• Monitor & Update: If you sell multiple brand products, ensure each is correctly labeled. If a product’s brand changes (like in a rebranding or acquisition), update swiftly.

Pro tip: Use an AI tool to optimize your product feed

Examples

Below are examples showcasing how brand information might be mishandled and how to optimize it properly:

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Pro tip: See two Google product feed examples (from 2 different online stores)

Why the Right Brand Matters for Free Listings

Choosing the correct brand name is more than just a formality; it’s vital for connecting the right shoppers to your products. If users are specifically looking for “Adidas running shoes,” and you label your product “Adidas” incorrectly or omit the brand entirely, you’ll likely lose those conversions.

A trustworthy brand listing also boosts click-through rates, as consumers can instantly recognize a brand they’ve come to trust. And since Google uses brand signals to categorize products, the more accurate your brand submission is, the more effectively your listing will appear in the appropriate search results.

Common Pitfalls & How to Avoid Them

Even well-meaning merchants can slip up with brand data. Watch out for these issues:

• Inventing a Brand When Uncertain: Guessing or creating a placeholder name can lead to product disapproval. Skip the brand if you really don’t know.
• Using ‘Identifier Exists = False’ Prematurely: For custom-made goods, you should submit your store name as brand and provide an MPN. Don’t default to ‘identifier exists = false’ if there is, in fact, a verifiable brand identity.
• Mixing Brand & Promotional Text: Tempting as it may be to slip in “Sale” or “Discount” into the brand, it violates Google’s editorial policies.
• Failing to Update Rebranded Products: If a product rebrands or merges with another company, promptly update your feed to reflect the new, correct brand.

By ensuring you submit verified brand data free of promotions or extraneous text, you’ll keep both Google and your audience satisfied.

Related Attributes

The details you provide through these product attributes shape how your products appear in free listings. Monitor any flagged items in the “Needs attention” tab on the “Products” page in Merchant Center. Below is a table of other attributes—those marked Required must be submitted for free listings, while the recommended ones can improve your listing quality.

FAQs About Brand [brand]

Is it necessary to include a brand for all products?

Only if a product has a recognizable brand or manufacturer. If there isn’t one (e.g., homemade artwork, unbranded items), use your own store name if you’re the sole creator or leave it blank if there’s genuinely no brand. Don’t make one up.

Can I use my store name as the brand if I’m reselling popular items?

No. Only use your store name if the product is genuinely your creation or private-label merchandise. If you’re reselling a well-known brand, always list that official brand name to maintain consistency and trust.

What happens if I submit the wrong brand name?

Google may disapprove your product or reduce its visibility. Once discovered, incorrect brand data should be updated immediately to avoid potential policy violations or user confusion.

How do I handle single-word or acronym brand names?

Submit them as they officially appear on the packaging. If the brand is literally “XQ,” then provide “XQ.” Avoid expansions or additions unless the manufacturer lists them that way.

Do brand details affect my ranking in free listings?

Yes. Accurate brand information helps Google categorize products correctly, improving your chances of showing up when users search for a specific brand. This can result in higher visibility and click-through rates.

Can I change my brand info after listing the product?

Absolutely. If your product rebrands, or you discover a more accurate brand name, update Merchant Center as soon as possible. Timely updates help maintain consistency and user trust.

What if my product doesn’t physically display any brand name?

Check the manufacturer or vendor details. If it’s truly unbranded, you can omit the brand attribute or list your store name if you are the maker. Just be sure not to invent brand names to fill the space.

Conclusion

Your brand is a powerful signal to online shoppers, often shaping their first impression of your product. By providing a legitimate Brand [brand]—free of promotional text, guesswork, or random characters—you establish authenticity and boost your chances of ranking well in Google’s free listings.

Aim to be consistent. If you’re manufacturing your own products, use your store name plus an MPN for clarity. If you’re selling items from a known brand, be sure that your listing reflects the genuine brand. These details matter significantly for building trust and ensuring a seamless user journey—two factors that ultimately translate to stronger clicks, conversions, and long-term customer loyalty.

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