XooCode(){

Brand

Brand identifies who makes or sells a product. Google reads it from the brand property on Product to display the brand name in shopping results and to power brand-filtered searches ("XooTee shirts", "Nike shoes"). Without a Brand block, Google has to guess the brand from the product name or page title, which often fails for lesser-known brands.

Full example of schema.org/Brand json-ld markup

The markup is verified as valid with Rich Results Test from Google.

schema.org/Brand
<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Product",
  "@id": "https://xoocode.com/shop/xootee-classic#product",
  "name": "XooTee Classic",
  "url": "https://xoocode.com/shop/xootee-classic",
  "brand": {
    "@type": "Brand",
    "@id": "https://xoocode.com/brands/xootee#brand",
    "name": "XooTee",
    "url": "https://xoocode.com/brands/xootee",
    "logo": "https://xoocode.com/brands/xootee/logo-square.png",
    "description": "Screen-printed graphic tees made with organic cotton and water-based inks at Xoo Code Shop Dunmore.",
    "slogan": "Wear the code"
  }
}
</script>

Brand vs Organization

Brand and Organization can both represent the entity behind a product. Use Brand when you mean the label or product line (like "XooTee" or "Pixel" or "Galaxy"). Use Organization when you mean the company itself (like "Xoo Code Inc." or "Google" or "Samsung"). A company can own multiple brands. Google accepts either in the brand property on Product, but Brand is more semantically precise for product lines that are not full organizations.

logo on Brand

The logo property takes a URL to an image file or an ImageObject. This is the brand's logo, not the parent company's logo. Google may display it alongside product listings in shopping results. Use a square or landscape image, at least 112x112 pixels, in PNG or JPEG format. SVG is not supported by Google for structured data logos.

slogan

slogan is a short tagline for the brand. Google does not currently display it in search results, but it provides additional context for AI-powered search and brand matching. Keep it under 100 characters.

Minimal valid version

The smallest markup that still produces a valid Brand entity. Use it as the floor. Reach for the advanced example above when you want search engines and AI agents to understand more about your content.

schema.org/Brand (minimal)
<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Brand",
  "name": "XooTee"
}
</script>

Google rich results this unlocks

Brand is a structural type. It does not produce a rich result on its own.

Its value comes from combining it with a primary type whose markup earns a rich result (Article, Product, Event, and so on). Brand becomes the trunk that the primary type branches off viamainEntityorbreadcrumb. Include it on every page as the backbone of your markup.

Common Brand mistakes

Mistakes that pass validation but silently fail to earn rich results or mislead consumers walking the graph. Avoid these and your markup will be ahead of most sites in the wild.

  1. 01

    Brand as a plain string instead of a Brand object

    Wrong
    "brand": "XooTee"
    Right
    "brand": { "@type": "Brand", "name": "XooTee" }

    Google accepts a plain string for the brand property on Product, but a structured Brand object gives you the name, logo, URL, and description. The structured form is more useful for brand matching and shopping results. Always use the object form.

  2. 02

    Using Organization when Brand is more accurate

    Wrong
    "brand": { "@type": "Organization", "name": "XooTee" } (when XooTee is a product line, not a company)
    Right
    "brand": { "@type": "Brand", "name": "XooTee" }

    Brand is for product lines and labels. Organization is for companies. XooTee is a brand owned by Xoo Code Inc. Using Organization for a brand sub-line conflates the product identity with the corporate entity. Google handles both, but Brand is semantically correct for product lines.

  3. 03

    Logo as an SVG file

    Wrong
    "logo": "https://example.com/brand-logo.svg"
    Right
    "logo": "https://example.com/brand-logo.png"

    Google does not support SVG for structured data logos. Use PNG or JPEG, at least 112x112 pixels. SVG logos are silently ignored and Google falls back to other image sources or shows no logo at all.

  4. 04

    Missing name property

    Wrong
    { "@type": "Brand", "url": "https://example.com/brand" } (no name)
    Right
    { "@type": "Brand", "name": "XooTee", "url": "https://example.com/brand" }

    name is the only required property on Brand. Without it, Google cannot identify the brand and the entire Brand block is useless. The name is what appears in shopping results and brand-filtered searches.

Schema properties in this example

Brandnameurllogodescriptionsloganbrand

About the example data

XooTee is the fictional t-shirt brand from Xoo Code Inc., the company behind the Xoo universe. The XooTee Classic shirt uses this Brand in its brand property. Here the Brand is shown standalone so you can see every property, then nested inside a minimal Product to show the typical usage.

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