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A brand is the maker of a product — the label under which it’s sold. In MerchantOps a brand is reference data: it identifies the brand and its official site, and it is shared across the platform rather than owned by any one organization. For the wider vocabulary, see Core concepts.

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Brands are shared reference data

Brand identity is the same no matter who is selling the product, so brands are always shared across the platform. Unlike products, variants, and pricing — which are scoped to your organization — a brand carries no per-organization ownership. There is one canonical identity for a brand that every organization references.
Because brands are shared identity, editing a brand is a change to reference data, not to your private catalog. Your product data (attributes, variants, pricing, publish status) stays scoped to your organization.

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How products reference a brand

Each product points at the brand it belongs to. The brand supplies identity — the name shown in the catalog and the official site that enrichment uses when it looks for authoritative product data.
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name
brand identity
The brand’s name as it appears in the catalog.
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official site
enrichment source
The brand’s website. Enrichment discovers and scrapes the brand site to pull authoritative content, which takes priority over other sources when merging.
Because the brand site is the highest-priority enrichment source, an accurate brand and site produce better enrichment. If a product’s brand is missing or wrong, enrichment has a weaker anchor to work from.

Products & variants

How a product references its brand.

Core concepts

The lakehouse, enrichment, and the rest of the vocabulary.