Requirements New Brands

Upload product data

This section outlines the requirements you need to follow when requesting the creation of master data for a new product brand. Moreover, to make things clearer, we explain the content-related and procedural context, and how non-compliance with these guidelines might impact customers and business partners.

Definition

A brand is a product or service that is publicly set apart from the products or services of other companies, and, thus, can be easily communicated and marketed as such.

A brand can be trademarked in the form of a name, company name, slogan, technical term, logo or combinations thereof, as long as the chosen brand renders the product or service distinguishable from products and services provided by other companies.

  • Day-to-day business and the pressure of speedy master data management result in a high number of product brand data creation requests. 
  • However, product brands are much more than simple keywords or an easy way to display a logo: brands are proper product identifiers used on our platform, by other platform operators and by search engines.

This is why creating and maintaining brand master data requires due diligence. There is no reason for assigning “no name” to a brand product during master creation just to speed up the time-to-market process. If you are dealing with a product sold under a genuine brand name, and have made sure you compiled all the required information beforehand, creating the relevant product brand master data will only take a couple of minutes!

Checklist for brand master data creation requests

Do customers see that they are looking at a branded product?

Products sold by manufacturers or retailers without showing a distinguishable brand logo, or without providing a link that points to a dedicated brand page, are NOT branded products. 

Branding usually also involves brand-specific packaging as well as using the graphic elements making up the brand identity on printed matter such as data sheets and user manuals.

Is the brand already on our list?

Please cross-check whether a brand is already in our data base BEFORE submitting a request. Here some tools that help you with that:

Brand name spelling

  • Match the use of special characters, space and abbreviations exactly. However, avoid all-caps spellings to improve readability (unless it’s a really short name).
  • Customers generally ignore special characters such as ©, ®, and ™, and definitely do not use them in keywords when searching for a product. Try to avoid these characters in brand names. Logos are different, though, so no need to hold back there.
  • The decision how to spell a brand name always lies with the brand owners. Nevertheless, they need to give you a reason why they want their brand name spelled in a certain way.
Problems caused by incorrect product brand master data
  • If two brands look too similar, or if you add irrelevant brands to the mix, suppliers and sellers might easily assign brands to wrong products.
  • It might be difficult to avoid duplicate product listing since two identical product each sold under a different brand name will be considered as two different products, resulting in the creation of multiple product pages.
  • Wrongly assigned brands might lead to reduced product visibility on external platforms, or even get products banned from there.
  • Brand names spelled in ways customers are not used to, or containing special characters, might lower brand-specific SEO.
  • Our shop has brand-specific pages. Customers usually click on known/top-of-the list brands. This automatically excludes any products by other (sub-) brands from being shown. The same applies to using product filters and clicking on brand logos.
  • Brand owners or product manufacturers might see above as a trademark law violation or copy right infringements, and take legal action which might result in fines, or liability for compensatory damages.
  • “Authorized Seller” set-ups and asking brands/brand owners to provide all brand-related content only work if the brands are assigned correctly and unambiguously.
Information to be provided when requesting the creation/amendment of product brand master data

Mandatory information:

  • Brand name/trademark using the spelling shown on the trademark register
  • URL of the brand webpage
  • If applicable: brand logo 
    • in EPS or SVG format (vector graphics)
      • RGB or grayscale
    • in the form of a JPG, JPEG, PNG, BMP or TIF file
      • Width/height: at least 450 pixels
      • RGB or grayscale
      • 300 dpi resolution

Optional information:

  • Relation to other brands (in the case of umbrella branding)
  • Registered company name and address of the trademark owner
  • Official spelling used by Stiftung E.A.R. (WEEE)
  • Supplier_ID on icecat, 1worldSync, or other platforms
  • Link pointing to or PDF containing the Brand Identity elements
  • If applicable: PDF that explains any extended warranty options in all European languages.

Your error message is not listed or the solution did not help you? Then contact us: tom.mp@conrad.de

We will take care of your request as soon as possible.

 

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