Brand management in Merchant Center

The brand management page allows you to customize your product’s images, descriptions and videos that aligns with your brand identity.

On this page

Benefits
Editing eligibility requirements
How it works
Instructions
Frequently asked questions

Benefits

The brand management page allows you to indicate preference regarding how Google shows images and descriptions for your brand profile on Google Search. Learn more about brand profile on Google Search.

Note: Brand management in Merchant Center is a beta feature and is currently limited to invited merchants. Therefore, it’s not included in the main Help Center article about brand profiles.

Editing eligibility requirements

To be eligible for edit access on some features of the brand management page, you must have completed the following action and meet the following criteria:

You have a claimed brand profile.
You have super admin access to a verified Business Manager account. Learn about Business Manager.

How it works

The brand management page allows you to review, edit, share, and influence what content and information Google uses to represent your brand. This page currently focuses on your ability to influence and set preferences for your brand profile, including but not limited to updating images, videos, logos, or your brand's description shoppers would view. Over time you can expect your brand content to reach more products across Google for consistency and ease of management. Your experience on this page depends on your user role and claim status. Only super admins can claim the brand profile, and edit access to image, video, description, and logo cards is only available once the brand profile has been claimed.

Instructions

By default, the brand management page is set to read-only. To be able to manage your brand images, videos, logos, and description, you must first claim your brand profile.

Follow the steps below to claim your brand profile, manage the images, videos, descriptions, and logos.

Note: Brand management in Merchant Center is a beta feature and is still being tested. Images, videos, logos, and descriptions you edited in Merchant Center may not always be eligible to show on your brand profile.

Preview brand profile

You can view an illustrative view of your brand profile at the top of the page in the Brand tab. When you select the Manage brand profile button, a popup dialog will appear, which allows you to add or update your images, description, or social videos.

How to claim your brand profile

In the navigation menu of your Merchant Center account, select Brand under "Marketing".
At the top of the page in the "Brand" tab, select Claim your brand profile.
The onboarding dialog will have 2 check boxes for you to choose your notification preference for the brand profile. Note that by continuing, you’re agreeing to the Brand Profile Terms of Service.
Select Manage now to claim and manage your brand profile.

Manage images

Your image library includes images that are sourced by Google from the web. Sources include:

Image search
Your business’s official social media channels
Your business’s website

You can also upload new images directly. The images are selected and sorted by default and some can be hidden in case you don’t want them to show.

How to manage images

Go to Brand under "Marketing" and select Manage images.
The images from your website are automatically added in the image library. To upload more photos, select Add images.
Select the images you’d like to upload. Note that uploaded images are subject for approval.

Note: Only lifestyle images are accepted for brand profile. View the examples below.

An infographic demonstrating the correct usage of lifestyle images in advertisements.

Remove, hide, or show images on brand profile

The images displayed on your brand profile are influenced by how well your brand images are performing and what customers are searching for. You can remove or hide images you've uploaded or images Google has found on your website to prevent them from appearing on your brand profile.

Go to Brand under "Marketing" and select Manage images.
Select the 3-dot icon from the upper right corner of the image, then select Hide on brand profile or Delete image.

Keep in mind:

You can only delete uploaded images.
You can remove or hide multiple images.
Images might show by default if it’s not hidden.

Note: The action taken in the gallery (including save, hide, add new image, delete image) will be autosaved.

Manage videos

Your video library includes the videos that Google has found from your social channels. You can manage which videos can display on your brand profile in the video section on the brand management page.

How to manage videos

Go to Brand under "Marketing" and select Manage videos.
You will view a list of videos from your social channels.
- Selecting a video from the list opens within its designated platform. Note that YouTube videos can be played within Merchant Center but other video types should play on their respective platforms (for example, Facebook).
Select the 3-dot icon from the upper right corner of the video, then select Hide on brand profile or Show on brand profile to toggle each video’s visibility preference.

Important: Social videos are not guaranteed to be displayed, even if the "Visibility preference" is set as “Show” in the Merchant Center interface.

Manage descriptions

To generate your business description, you can choose from 3 options: Google can utilize your meta tag information, Google AI can create a description based on multiple data sources including your website, or you can provide a custom description.

You’ll preview a sample description output from the currently selected preference on the description card. If you haven’t indicated your preference, you'll view a description sample generated by AI or meta tag.

How to manage description

In the navigation menu of your Merchant Center account, select Brand under "Marketing".
Select Manage description.
Select the description that you’d like to display in your brand profile:

From the web (default): Google will select text directly from available sources online, including Wikipedia, your website's meta tags, and content on your homepage. Your description may change if the sources change.
- Note: If no meta tags are found, an AI-generated description will be used.
AI-generated: AI-generated descriptions are generated using multiple data sources including your website. These may change and improve as Gemini’s understanding of your brand improves.
Write your own description:
- You can write a description with your own words which will be reviewed by Google. Choose the appropriate language from the dropdown and type in the description for your brand profile.
- You can also use AI's suggested description based on what Google found on your website. Select Use option to approve the suggestion or Try Again to generate a new description.
- Google will review your description before showing it on the brand profile. The review process usually takes 10 minutes or less.

Manage core brand identity

You can manage your core brand elements such as your brand display name and brand logo directly within Merchant Center. You have the flexibility to upload or change your brand display name and logo at any time to ensure it aligns with your current brand identity. Merchant Center now also supports the ability for both advertiser-provided and dynamic business logos to compete, allowing Google to ultimately serve the best asset for your brand.

Important: Brand display names and logos are reviewed against Google's policies before they appear publicly across Google surfaces. Updating your brand display name only changes how your brand appears on your brand profile. It doesn't impact other account settings or business information.

How to manage brand display name

In the navigation menu of your Merchant Center account, select Brand under “Marketing”.
Select Manage brand identity.
Enter your brand display name.
- You may view the status of the brand display name within this page. Note that brand display names are subject for approval.
Select Save.

How to manage logos

In the navigation menu of your Merchant Center account, select Brand under "Marketing".
Select Manage brand identity.
To upload or change your logo, select the upload icon.
- You may view the status of the uploaded logo within this page. Note that uploaded images are subject for approval.
Select Save.

Logo requirements

Logos must be viewable at a small scale, such as on mobile devices. We recommend using images designed for social media or as favicons.

Format: BMP, JPEG, or PNG
Max size: 5 MB
Dimensions:
- Min: 500 x 500 pixels
- Max: 2000 x 2000 pixels
Ratio: 1:1

Logo quality issues

If your logo is rejected or doesn’t successfully upload, you may need to make some changes to the image to meet our requirements. Common quality issues that lead to logo rejection include:

The logo contains a watermarked image.
The logo belongs to a different retailer or doesn’t match your current branding.
The logo contains text that is illegible when the image is resized for smaller screens.
The logo contains too much white space (also known as negative space). Negative space should not be added to an image to make it fit within the dimensions.
Any white space or background on logos should be made transparent. This doesn’t include images with colored backgrounds that are a set part of the logo.
All uploaded logos must comply with free listing policies. Any logos found to be in violation will be removed.

Core brand identity statuses

The brand display name and logo you upload to your brand profile are reviewed to make sure it follows our free listing policies. After you upload your brand display name and logo, the status can show as:

Pending: Your core brand elements are under review. This can take 5–7 business days. Your brand display name and logo will appear on your brand profile after it's been approved.
Approved: Your core brand elements are approved and now displayed on your brand profile.
Not Approved: Your core brand elements weren’t approved, and a notification will show the reason for rejection. You can try re-uploading with another logo file or appeal the decision directly within Merchant Center.

Frequently asked questions

What are the image specifications for uploaded images?

Image height: 400 pixels or more
Image width: 400 pixels or more
- Important: Starting January 31, 2027, main product images must be at least 500 × 500 pixels (1500 × 1500 pixels or higher recommended for best performance).
- We recommend adhering to these guidelines for brand profile lifestyle images.
Total Size: 64 Megapixel or less

Why is my description rejected?

Custom descriptions must meet our policy guidelines. We review all descriptions, and yours may be rejected if it doesn't comply. Check our guidelines here.

What is the minimum number of images we should upload ?

We recommend uploading at least 10 high-quality images that showcase different facets of your brand. This provides more options to optimize which visuals perform best and select the most relevant images for user queries. Providing more options generally improves performance.

How long does the review process take for uploaded images?

The review process usually takes 10 minutes or less.

Where do we crawl images from to show in Merchant Center?

Images are crawled from the merchant website.

How long will it take for Google to remove the image from the brand profile after I hide it in the Merchant Center “Brand” page?

It usually takes 10 minutes or less.

Will there be an image on my brand profile that’s not an image uploaded in Merchant Center and crawled images? If so, where will it come from?

Yes, this can come from various sources across the web.

What are the sources we use to do AI generation for description other than websites?

We only use Merchant websites for now.

How long will it take for Google to update the description on brand profile sourced from my website if I update the description on my website?

It usually takes 10 minutes or less.

Does changing my brand display name also change my legal business name or billing details?

No. Updating your brand display name only changes how your brand appears on your brand profile across Google surfaces. It doesn’t impact your legal entity name, billing information, or other account-level settings.

How long does it take for a new brand name to be approved and visible?

All name changes go through a manual moderation review process to ensure they meet our Brand Identity Guidelines. This typically takes 5 to 7 business days.

What name do customers see while my new name is being reviewed?

While your new name is in the "Pending" or "In review" state, your previously approved brand name will continue to be displayed live to customers.

What happens if my requested brand name is rejected?

If a name is rejected, your previously approved name will continue to display. You will receive a notification outlining the issue such as policy violation or misleading name, then you can view the issue and appeal the decision directly within Merchant Center.

Can I delete my brand display name and leave it blank?

No. If a display name is already populated, you can’t leave the field blank. You must provide a replacement value, otherwise it will revert to the Google-provided default name.

Who has permission to update the brand display name?

You must have claimed your brand profile and have administrative access to the associated Google Merchant Center account to make these changes.

Can I update my logo at the same time?

Yes, the new Core identity dialog allows you to manage both your brand display name and your square logo in one place. Logo updates follow the same 5-7 business day review process and don’t affect your live logo until approved.

Was this helpful?

How can we improve it?