Brand in Google Shopping feeds

Brand tells Google who makes the product. It is required for all new products with a known brand, and it powers brand filters and the catalog matching that GTIN and MPN plug into. The cap is 70 characters.

How this app fills it

• By default the brand is your Shopify product vendor.
• The Identifiers tab can replace it with a fixed value or an expression when your vendor field holds supplier names instead of brands.
• Any single product can override its brand from the Products page.

Dos

• Keep the Shopify vendor field set to the consumer facing brand name.
• Use your store brand for products you manufacture yourself.
• Spell the brand the way the manufacturer does. Google matches against its catalog.

Don'ts

• Don't send your store name as the brand for products made by someone else.
• Don't send supplier or distributor names. Shoppers search for brands, not wholesalers.
• Don't leave brand empty for branded goods. It is a common disapproval reason.
• Don't stuff extra words into the brand field.