Invalid brand value

What Google requires

The brand name, under 70 characters

brand is the recognised brand of the product, up to 70 characters. It is not the retailer's name, not a slogan, and not a placeholder such as Generic or N/A unless the product genuinely has no brand. Google reports a value over the limit, or a filler brand, as Invalid brand value.

What Google does

The value is refused or the product under-identified

A brand past the length limit is rejected. A placeholder brand is treated as no brand, which weakens matching the same way a missing MPN does, and for categories that require a brand it becomes Missing brand or Limited performance due to missing value: brand.

How to fix it by hand

Put the brand name in the brand field

• Set brand to the manufacturer or brand name alone, under 70 characters, no tagline.
• Remove placeholders; supply the real brand or, for genuinely unbranded goods, follow Google's guidance for the category.
• Keep the store name out of the brand field.

What FeedMender checks today

Two checks apply, read from the scanner's registry

The scan flags brands past the length limit and the common placeholder brands that stand in for a real name.

• brand_too_longblocks
• brand_placeholderblocks

What the scan does not check today: whether the brand is the correct brand for the product; it checks length and known placeholders, not identity.

The quicker way

Let the scan check the brand

Run the free scan and it lists the over-long and placeholder brands, per product. The scan to identify errors is free and shows every finding before you pay anything. You only pay for the fix.

Scan your feed