# brand

The brand attribute is the name of the brand a product belongs to, and it is what makes a manufacturer part number meaningful and a listing eligible for brand-based matching. On Shopify it maps most often from the vendor field, which is unreliable because merchants commonly use vendor to record a supplier or distributor rather than the consumer-facing brand.

- **Canonical URL:** https://www.feedlab.io/knowledge/attributes/brand
- **Last reviewed:** 16 September 2026
- **Source:** feedlab knowledge base
- **Licence:** free to quote and cite with attribution to feedlab


## Specification

| Property | Value |
| --- | --- |
| Attribute | `brand` |
| Plain name | Brand name |
| Data type | Text |
| Limit | 70 characters |
| Format | The consumer-facing brand name as it appears on the product, not a supplier, distributor or internal category. For own-brand goods, use your own store's brand name. Do not use "Generic", "N/A", "None" or a placeholder: channels treat those as missing rather than as a declaration. |


### Example values

- `Northwind`
- `Acme Tools`



### Support by channel

| Channel | Requirement | Field name | Notes |
| --- | --- | --- | --- |
| Google Shopping | Required in some cases | `brand` | Required for all products except movies, books and musical recordings. |
| Meta | Recommended | `brand` |  |
| Microsoft Advertising | Required in some cases | `brand` | Expected alongside gtin or mpn. |
| Pinterest | Optional | `brand` |  |
| OpenAI | Required | `brand` | Required, and sits alongside a required seller_name that no Shopify product field supplies, so that one comes from a static store-level value. |












## Frequently asked questions

### Can I map brand from the Shopify vendor field?

Often, but check it first. Shopify's vendor field is free text with no validation, and many stores use it for the supplier, the distributor or an internal grouping rather than the brand a shopper would recognise. Where it is unreliable, a metafield or a lookup table mapping vendor values to real brand names is more dependable.

### What do I put in brand for own-brand products?

Your own store or product-line brand name. Every product a shopper could identify by brand should carry one, and for own-brand goods that brand is you.

### Which products do not need a brand?

Google exempts movies, books and musical recordings, which are identified by their GTIN or ISBN instead. Everything else is expected to carry a brand, and placeholder values such as "Generic" or "N/A" count as missing.




## Primary sources

- [Google: brand attribute specification](https://support.google.com/merchants/answer/6324351)