Merchant Center Says “Missing Brand” — Should You Use Your Store Name? You open Merchant Center and see: Missing brand The obvious fix seems easy. Your store is called: YourStore So you type: Brand: YourStore Save. Done? Not necessarily. The brand field is supposed to describe the brand of the product , not simply the company selling it. That distinction matters. Before changing hundreds of products, I would first figure out which of these situations you are actually in: You sell another company's product. You manufacture the product yourself. You sell a private-label product. The product genuinely has no recognized brand. Those four situations should not automatically receive the same value. First: Ask Who Actually Branded the Product Imagine your store sells a pair of Adidas shoes. Your business is called: YourStore The correct brand is not: YourStore It is: Adidas because that is the product brand shoppers recognize. Google's current brand specification says the value sho...