What brand name does Google Shopping expect?
Direct answerSubmit the brand name shoppers already recognize, and only when you know it is right. Google’s brand attribute, reviewed October 23, 2026, is required when the product has a clear brand, and when you made the product yourself. It is 1 to 70 characters. A logo added onto the photo is not a brand value.
When the field is required
- Required when the product has a clearly associated brand or manufacturer.
- Required when the manufacturer is also the merchant, including homemade and custom-made products.
- Optional when there is no clear brand. Google’s examples are movies, books, music, and posters.
- Submit a brand only if you are sure. Google’s example of what not to do is guessing or making a value up.
- Use the name shoppers recognize. The limit is 1 to 70 characters. One language or alphabet only.
The brand should be visible as part of the packaging or label, not added onto the photo later. A logo drawn on the image is a product-image rule. Using another company’s name in an ad is a trademark question, which is separate from this feed field.
Store brands, bundles, and compatible products
- If you made the product, or you are the only seller of a product with no official brand, use the store name. Also submit an MPN with an identifier you choose. Google says to do that instead of setting identifier exists to false.
- A private-label product also uses the store name, including products someone else manufactured and you rebranded.
- A compatible or refurbished third-party product uses the brand of the company that built it. Do not submit the original equipment manufacturer’s brand to say the product fits that brand or copies it.
- A bundle the manufacturer created uses the bundle’s brand. A bundle you created uses the main product’s brand. Google’s example is a camera sold with a lens and a bag: use the camera’s brand.
- A multipack follows the same split. The manufacturer’s multipack uses the multipack brand. A multipack you created uses the individual product’s brand.
- For media such as CDs, Google’s best practice is to submit the publisher as the brand.
The barcode, when one exists, is the GTIN. Printer cartridges have their own brand page. This article does not copy it. This attribute page does not print a 7-day suspension warning.
Sources
Reviewed October 23, 2026. Policies change. This is not legal advice.
Frequently asked questions
The product has no brand. What do I submit?
If there is no clearly associated brand, the attribute is optional. Google’s examples are movies, books, music, and posters. If you are not sure, leave it blank. Do not guess. If you made the product and you are the only seller, use your store name as the brand and submit an MPN you choose. Google says to do that instead of setting identifier exists to false.
I sell a cartridge that fits another brand’s printer. Whose name goes in the brand field?
The manufacturer who built the cartridge, not the printer brand. Google says not to submit the original equipment manufacturer’s brand to show that a product is compatible with it or is a replica. Printer cartridges have more rules on a separate page. This article does not copy them.
Can I submit the brand in two alphabets?
Google says to submit the brand in only one language or alphabet. Its Japan example is either グーグル or Google, not both in the same value.
Check the brand against the product you actually sell
LaunchGuarding can scan the ad and the landing page for a brand claim the feed is about to overstate.