brand

brand · Recommended by Google

Appears in

Organization · Product

What is it?

The brand associated with a product or maintained by an organization. In Product markup, brand identifies who makes or sells the item. In Organization markup, it identifies the brand(s) the company owns. The value is typically a nested Brand object containing the brand name.

Why this matters for AEO

When a shopper asks an AI assistant "What brand makes the best trail running shoes under $150?", the engine uses brand data from Product markup to group products by manufacturer and compare across brands. Without structured brand data, the AI cannot reliably attribute products to specific brands and may omit your products from brand-based comparisons.

Brand data also helps AI engines disambiguate products. When a user asks about "Air Max 90," the brand field confirms this is a Nike product, not a generic item with a similar name.

What the specs say

Schema.org: Brand, Organization. The brand(s) associated with a product or service, or the brand(s) maintained by an organization or business person. View on schema.org

Google: Recommended. "Include the brand of the product in the name property of the Brand type if known. Include at most one brand name." View Google docs

How to find your value

• Product page — Brand name above or near the product title
• Manufacturer — The company that makes the product
• Google Merchant Center — Brand field in product feed
• Ecommerce platform — Brand/manufacturer field in product admin

Use the official brand name as it appears on packaging. Google allows at most one brand per product.

Format and code

Expected type: Brand or Organization

Google expects a nested Brand object with a name property:

{
  "@context": "https://schema.org/",
  "@type": "Product",
  "name": "Men's Leather Oxford Shoes",
  "brand": {
    "@type": "Brand",
    "name": "Acme Shoes"
  }
}

You can also use an Organization type:

{
  "@context": "https://schema.org/",
  "@type": "Product",
  "name": "Wool Winter Coat",
  "brand": {
    "@type": "Organization",
    "name": "Good Brand",
    "url": "https://www.goodbrand.com"
  }
}

For a ProductGroup with variants:

{
  "@context": "https://schema.org/",
  "@type": "ProductGroup",
  "name": "Wool Winter Coat",
  "brand": {
    "@type": "Brand",
    "name": "Good brand"
  },
  "hasVariant": [
    {
      "@type": "Product",
      "name": "Small Green Coat",
      "sku": "44E01-M11000",
      "color": "Green"
    }
  ]
}

Source: Google Product Variants documentation

Common invalid patterns:

• Plain string: "brand": "Nike" (use a nested Brand object)
• Multiple brands: "brand": [{"@type": "Brand", "name": "Nike"}, ...] (Google allows one)

Webflow implementation

Static pages

Add brand in the JSON-LD block in Page Settings > Custom Code (Head):

<script type="application/ld+json">
{
  "@context": "https://schema.org/",
  "@type": "Product",
  "name": "Ultra Boost Running Shoes",
  "brand": {
    "@type": "Brand",
    "name": "Adidas"
  }
}
</script>

CMS template pages

Map a Webflow CMS text field (e.g., "Brand Name") to the brand.name property:

<script type="application/ld+json">
{
  "@context": "https://schema.org/",
  "@type": "Product",
  "name": "{{wf {"path":"name","type":"PlainText"} }}",
  "brand": {
    "@type": "Brand",
    "name": "{{wf {"path":"brand-name","type":"PlainText"} }}"
  }
}
</script>

If brands are in a separate CMS collection referenced via a Ref field, use the referenced collection's name field.

In Schema HQ

The brand field detects your Webflow CMS brand field and wraps it in the proper Brand object automatically. For static pages, enter the brand name in the Schema HQ editor.

Real examples

From an ecommerce schema guide:

{
  "@context": "https://schema.org/",
  "@type": "Product",
  "name": "Men's Leather Oxford Shoes",
  "image": [
    "https://example.com/photos/1x1/photo.jpg",
    "https://example.com/photos/4x3/photo.jpg"
  ],
  "description": "Premium full-grain leather oxford shoes for formal occasions.",
  "sku": "0446310786",
  "mpn": "925872",
  "brand": {
    "@type": "Brand",
    "name": "Acme Shoes"
  },
  "offers": {
    "@type": "Offer",
    "url": "https://example.com/oxford-shoes",
    "priceCurrency": "USD",
    "price": "119.99",
    "itemCondition": "https://schema.org/NewCondition",
    "availability": "https://schema.org/InStock"
  }
}

Source: VJ SEO Marketing Ecommerce Schema Guide

Related fields

• name · the product title
• mpn · manufacturer part number (unique within a brand)
• gtin · global trade item number
• offers · pricing and availability
• image · product or brand images

FAQ

Can I use a plain text string for brand?

Technically yes, but Google recommends a nested Brand object with a name property. Using "brand": {"@type": "Brand", "name": "Nike"} is the documented pattern for merchant listings and product snippets.

What if my product is unbranded?

If the product is truly unbranded (generic, white-label), omit the brand field entirely. Do not use placeholder values like "Generic" or "Unbranded" since Google treats these as actual brand names and may display them in search results.

Should Product variants inherit the parent brand?

Yes. Set brand on the ProductGroup level. Variants inherit it automatically. You only need to set brand on individual variants if they differ from the parent (which is uncommon).