What brand should I use for my own products?

Use your store or company name if you make or brand the product yourself. Don't use another company's brand unless it is their product.

What if a product has no brand?

Google's brand spec says brand isn't required for products without a clearly associated brand (for example movies, books, music and posters), and to only provide a brand when you're sure it's correct. Don't guess or make one up.

Google Merchant Center: Missing value [brand] · Limited performance due to missing value [brand]

Your product has no brand

What Google's message means

Google wants the brand name for new products. This item was sent with an empty brand.

Why it matters

Missing brand reduces how often the product appears and can contribute to disapprovals for branded goods.

Common causes on Shopify

Shopify's Vendor field is empty, or was filled with a supplier's company name instead of the brand.
Imports from dropshipping apps left the vendor blank.
A feed app maps brand from a different field than Vendor.

How to fix it

1Decide the correct brand: the manufacturer's brand, or your store name if you make the product yourself.
2Set it as the product's Vendor in Shopify.
3Let the Google channel resync; the brand flows through automatically.

In Shopify: The Google & YouTube channel sends Shopify's Vendor field as the brand.

How to stop it coming back

Set a default vendor (your store name) for products you make yourself.
Check Vendor in bulk with the Shopify product list filter.

Common questions

What brand should I use for my own products?: Use your store or company name if you make or brand the product yourself. Don't use another company's brand unless it is their product.
What if a product has no brand?: Google's brand spec says brand isn't required for products without a clearly associated brand (for example movies, books, music and posters), and to only provide a brand when you're sure it's correct. Don't guess or make one up.

Official help pages

Want to catch this before Google does?

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Google's wording and requirements change from time to time; always check the help link shown next to the issue in Merchant Center. FlagClear isn't affiliated with Google and can't guarantee review outcomes or reinstatement.