Information and Description
A brand is the name, symbol, or logo that clearly identifies the manufacturer or supplier of a product. It helps both retailers and end customers quickly recognize the product and distinguish it from others on the market.
Sub-brand
A sub-brand (or series/model) is used when a supplier wants to group a specific product line under the main brand. The sub-brand must not be entered in the brand field.
Example: BOSCH is the brand, BOSCH Blue is a series.
Importance for the Recipient
Correctly stated brands enable retailers to:
-
group products on websites and in internal systems
-
display clear information on shelf labels
-
facilitate product comparisons and guide end customers
Therefore, brand information must be consistent and quality-assured.
Approved Brands
To ensure uniformity in how brands are recorded, only approved brands may be used. These are listed in the report available in the Finfo portal. If a brand is missing from the report, a request must be sent to Byggmaterialhandlarna for approval. As soon as the brand is approved, it will be added to the report.
Guidelines
Only the main brand should be stated, series, models, or sub-brands should not be entered in the brand field. If necessary, a brand may be complemented with sub-brands, such as a series or model. When this applies, it is provided by the supplier.
|
Correct Brand |
Incorrect Brand |
|---|---|
|
BOSCH |
BOSCH Blue |
|
habo |
habo ABUS |
|
RYOBI |
RYOBI ONE+ |
Correction and GTIN Rules
If an incorrect brand has been entered, a request must be submitted to Byggmaterialhandlarna.
Since brands are also covered by GTIN rules, a correction requires:
-
a new GTIN for the primary packaging, as well as for any secondary/tertiary packaging
-
a new item number
Responsibilities
Supplier
The supplier specifies the brand as defined by the manufacturer, which is usually marked on the product itself and often differs from the supplier’s name.
If a product has no brand, the brand field must be filled with N/A. Retailers will then recognize it as a No Name product and categorize it accordingly.
For products with both a main brand and a sub-brand/series name, only the primary brand should be entered, not the sub-brand or series.
Finfo
Verifies that the brand is alphanumeric, max. 30 characters and that the brand is listed in the brand report available in the Finfo portal.
Recipient
The recipient’s system must be able to import both the brand and sub-brand information for internal use. This data is often used to group articles on websites and other digital platforms.