Google Merchant Center reports Missing brand when a product needs a brand and you haven't submitted a valid one, and Invalid brand value when the brand doesn't meet Google's minimum requirements, such as a placeholder like "N/A" or "Generic" (Google Merchant Center Help, How to fix: Missing brand; Google Merchant Center Help, How to fix: Invalid brand value). The fix is to submit the brand shoppers recognise, your own store name for products you make, or no brand at all when the product genuinely has none.
When Google requires a brand
As of October 2026, Google's brand attribute is (Google Merchant Center Help, Brand [brand]):
- Required for each product with a clearly associated brand or manufacturer.
- Required when the manufacturer is also the merchant.
- Optional for products without a clearly associated brand.
The value is 1–70 characters of text; Google recommends ASCII and asks you to submit the brand in only one language or alphabet (same source). Google's missing brand page adds that all Apparel & Accessories products need a brand (Google Merchant Center Help, How to fix: Missing brand).
What to submit as the brand
| Your product | Submit as brand |
|---|---|
| A product from a known brand | The brand name shoppers generally recognise (Google Merchant Center Help, Brand [brand]) |
| A product you manufacture | Your store name (same source) |
| A product with no brand of its own | The manufacturer or supplier name (Google Merchant Center Help, How to fix: Missing brand) |
| Media such as CDs | The publisher name (Google Merchant Center Help, Brand [brand]) |
Only provide a brand if you're sure it's correct: "When in doubt don't provide a brand", meaning don't guess or make one up (Google Merchant Center Help, Brand [brand]).
Placeholder brands Google rejects
Don't submit "N/A", "Generic", "No brand" or "Does not exist" (Google Merchant Center Help, How to fix: Invalid brand value). Placeholders usually appear because a store or plugin fills an empty brand field with a default. They are worse than an empty value for a product without a brand, because they trigger Invalid brand value. Don't combine two languages in one value either; Google's example of what to avoid is "(Google) グーグル" (same source).
How to fix brand issues
For a few products: open Products > Needs attention, filter to the affected products, select Edit product, correct the brand and save. For many: download the .csv list of affected products, correct the brand values in your product data, and upload it again (Google Merchant Center Help, How to fix: Invalid brand value). Google says changes may take 24–72 hours to show on the Needs attention page (same source).
While you're there, check the identifiers. Google's missing brand page reminds you that Shoes, Sunglasses, Handbags and Watches need a GTIN or MPN, and apparel targeted to Brazil, France, Germany, Japan, the UK and the US needs age group, color, gender and size (Google Merchant Center Help, How to fix: Missing brand). See GTIN, MPN and identifier_exists explained.
Fix brand at the source
In Product Feed Master you can map your store's brand or vendor column to brand in the field mapping, and remove a placeholder that your store adds with a replace transformation rule (for example replace:N/A,), or set your store name for own-brand products with default. The free feed checker flags missing, placeholder and over-long brand values before you upload.
Frequently asked questions
Can I use my store name as the brand?
Yes, if you manufacture the product. Google says to use your store name as the brand when the merchant is also the manufacturer.
What should I put as brand for unbranded products?
Google's missing brand page says to use the manufacturer or supplier name if the product has no brand. If you're unsure of the brand, Google says not to provide one rather than guess.
Is "Generic" allowed as a brand?
No. Google lists "N/A", "Generic", "No brand" and "Does not exist" as values not to use.