What is the brand attribute in Merchant Center?
WeAdU · Updated 4 October 2026
The brand attribute [brand] names, in Merchant Center, the brand of the product. The name is shown to customers.
What is it not the same as?
It is not the same as the [id] identifier, nor as the GTIN, the MPN or the item group id, nor as brand exclusion.
Which figures appear on the homepage?
Exact homepage text.
| Block | Exact text |
|---|---|
| Clients | 70% of clients see a higher ROAS after we restructure their accounts |
| Scope | 14 of 20 clients, over 12 months |
| Spend | $32M+ ad spend managed |
| Sales | $241M+ in sales generated |
| Tracking | $132M+ tracked in Google Ads |
| Conversions | 5.3M+ conversions |
| Duration | 24+ years (2002) |
When does the help require it?
According to Google's Merchant Center help, brand is required when the product is clearly tied to a brand or a manufacturer, or when the manufacturer is also the merchant (a custom or in-house product). It is optional when there is no clear brand, for example a film, a book, music or a poster. If you are unsure, leave the field empty: do not try to guess a brand or to invent one. Use the name online shoppers recognise. It must be readable on the packaging or the label, and it must not be added artificially to the image. If these conditions are not met, the product is disapproved.
How do the codes and exclusion stay separate?
The GTIN and the MPN are codes, and the brand is a name. Google asks you to send those codes as well when they exist: together with the brand, they help Google understand what you sell. The item group id gathers variants, and it does not name the brand. Brand exclusion, on Performance Max, is a Google Ads list: ads no longer trigger on queries associated with those brands. It is not a feed field.
Which name for a product with no official brand?
If you manufacture a product with no official brand and you are its only seller, submit the store name as the brand, with an MPN of your choosing, rather than [identifier_exists] set to false. For a compatible product, submit the brand of its manufacturer, not the brand of the original equipment. A bundle created by the manufacturer carries the bundle's brand; a bundle you assembled takes the brand of the main product. A multipack created by the manufacturer carries its own brand; a multipack you assembled takes the brand of the items. For a store brand, use your store name.
What does the WeAdU audit cover?
On the weadu.com homepage: "The free audit covers Google Ads only." No Google Ads account figure.
Help pages
Google Merchant Center help pages.