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how do you become a Designated brand to google

Visitor ✭ ✭ ✭
# 1
Visitor ✭ ✭ ✭

Does anyone know how to / or what the criteria is needed to be met  to become recognized as a google designated brand?

I'm wanting one of our brand names to show up on the left hand side of the google shopping pages under "Brand."

One of the companies that I manage designs & manufactures their products in house and is the only retailer of their brand. Has been in business for over 10 yrs and is a leading entity in their industry, yet I'm having issues getting brand recognition from google.   

 

Any help would be greatly appreciated.

 

Thx.

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Marked as Best Answer.
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Accepted by MosheTLV (Top Contributor)
September 2015

Re: how do you become a Designated brand to google

[ Edited ]
Top Contributor
# 2
Top Contributor


the short answer is there is no such exact public information.

the brands listed within the google-shopping sidebar, like all google's
(left-hand-side) features, are mainly small subsets that are generated
automatically and dynamically, likely based on -- the search-terms used,
the brand's relevancy with respect to search-terms, the brand's accuracy
with respect to the physical item and brand-manufacturer as compared
to submitted data, and google's cumulative statistical data related to such
information and user-behavior, over some period of time.

generally, the more merchants who submit a manufacturer's brand,
the more brand data that is accumulated over time, and as specific
search-terms are used, the left-hand-side lists are auto-generated
based on a probability-distribution that is known only to google.

at one time, google exposed their shopping-search-api, and a particular brand's
probability-distribution could be seen to grow over time, as more merchants
submitted items of a particular brand, google auto-generated the facet buckets,
and api-requests were made to return the histogram of that brand -- however,
that api is no longer available and the internal details were never articulated
by google publicly.

being the only retailer submitting the manufacturer's brand will likely
greatly reduce the probability of showing up on the-left-hand brands list --
unless extremely relevant or very specific long-tail search-terms are used.

that said, only google knows with any certainty and google has yet to divulge
exactly what might be required for entry into such (google-shopping) search
features, despite being asked many many times before.

see also
https://support.google.com/merchants/answer/6239390

View solution in original post

Marked as Best Answer.
Solution
Accepted by MosheTLV (Top Contributor)
September 2015

Re: how do you become a Designated brand to google

[ Edited ]
Top Contributor
# 2
Top Contributor


the short answer is there is no such exact public information.

the brands listed within the google-shopping sidebar, like all google's
(left-hand-side) features, are mainly small subsets that are generated
automatically and dynamically, likely based on -- the search-terms used,
the brand's relevancy with respect to search-terms, the brand's accuracy
with respect to the physical item and brand-manufacturer as compared
to submitted data, and google's cumulative statistical data related to such
information and user-behavior, over some period of time.

generally, the more merchants who submit a manufacturer's brand,
the more brand data that is accumulated over time, and as specific
search-terms are used, the left-hand-side lists are auto-generated
based on a probability-distribution that is known only to google.

at one time, google exposed their shopping-search-api, and a particular brand's
probability-distribution could be seen to grow over time, as more merchants
submitted items of a particular brand, google auto-generated the facet buckets,
and api-requests were made to return the histogram of that brand -- however,
that api is no longer available and the internal details were never articulated
by google publicly.

being the only retailer submitting the manufacturer's brand will likely
greatly reduce the probability of showing up on the-left-hand brands list --
unless extremely relevant or very specific long-tail search-terms are used.

that said, only google knows with any certainty and google has yet to divulge
exactly what might be required for entry into such (google-shopping) search
features, despite being asked many many times before.

see also
https://support.google.com/merchants/answer/6239390

Re: how do you become a Designated brand to google

Visitor ✭ ✭ ✭
# 3
Visitor ✭ ✭ ✭
Suggest you have a talk with GS1 (or your barcode provider), and look at their more expensive programs, which allow you to list a brand as a separate field, together with the rest of your barcode data. Google shopping seems to use GS1's database, and we suspect they may be using brand fields too.

Re: how do you become a Designated brand to google

[ Edited ]
Top Contributor
# 4
Top Contributor


the brand-list likely has nothing whatever to do with gs1 bar-codes --
many types of products do not even require gtin or mpn and may still
be listed within the brand-list.

 

google does not require the purchase of any global-trade-data --
only global-trade-data that currently exists should be submitted.

Re: how do you become a Designated brand to google

Visitor ✭ ✭ ✭
# 5
Visitor ✭ ✭ ✭
No doubt GS1 is not the only signal, but it would be bizarre to suggest the google do not use brand data from GS1, at the same time as they use their barcode data.

Re: how do you become a Designated brand to google

[ Edited ]
Top Contributor
# 6
Top Contributor

 

first, thank you for the clarification.


there was no intent to suggest that gs1 was not a source for both signals.

simply that, self-assigned global-trade-data is not allowed and some
types of items require only a valid brand -- gs1 would not be involved
in those particular cases; despite that, such non-gs1 brands can still
end-up within the brand-list.

certainly when gtin is required, gs1 may be a signal for all global-trade-data --
which is another reason why all merchants submitting the same item should be
using the same, exact, global-trade-data, as assigned by the brand-manufacturer.

if gs1 is used as a source, simply be certain that the data
is for the exact physical item being submitted -- typically
by checking the bar-code digits that are stamped directly
on the item or package.

Re: how do you become a Designated brand to google

Visitor ✭ ✭ ✭
# 7
Visitor ✭ ✭ ✭
What if the manufacturers are crafters? Their brands are still being developed, they have no Gtin or Mpn. Is this platform exclusively for large established manufacturers only? No worries, just need to know upfront so that we (small biz) not waste precious time here.

Re: how do you become a Designated brand to google

[ Edited ]
Top Contributor
# 8
Top Contributor


if global-trade-data does not currently exist,
simply submit the identifier_exists attribute
with an exact value of FALSE and then do not
submit any global-trade-data whatsoever, for
those specific items.

the (shop) brand that is set within the account will
be automatically submitted by google for all items.

 

the global-trade-data attributes are mpn, brand, and gtin --

these are mainly for retail items that are distributed across

multiple retail merchants and are designed for global-trade;

but these are not required if the data does not currently exist.

 

global-trade-data is required only if

the data currently exists and is valid --

and is based on the type of item.

 

 

how do you become a Designated brand to google

Visitor ✭ ✭ ✭
# 9
Visitor ✭ ✭ ✭

Sorry to reopen an old post.

I found it useful, but I have two related questions for the celebrated Celebird:

1. Historically we have used two brand names of our own (not in general use elsewhere) specifically to segment PLA bids into two product groups (to differentiate between our regular and premium ranges). This has worked as intended for several years without any problems. Do you see any reason to change this approach?

2. Believing mpn was a required field, we have populated mpn with our SKUs (although strictly no mpn exists as our products are either custom made for us or generic) . Again this approach has not caused any known issues over several years.  But would it be advisable to discontinue this practice and leave mpn field blank?