What is a "Brand"?

[ZonkersCollection]

How important is the "Brand" field, in creating a listing?
Does Google need to recognize the brand?
Or is it good enough if the buyers recognize it?
What is considered a "Brand" in the Books, Comics & Magazines catagory?
The magazine title? The publisher? or something else?

Time Magazine? or Time-Life?
Spiderman? or Marvel Comics?
Freak Brothers? or Rip Off Press?

I sell Underground Comix.
Most UG Comix are one-offs. few series.
Most UG publishers have funny, sarcastic names Google might not recognize.
(Rip Off Press, Kitchen Sink, Last Gasp ... are the BIG names)
Many never lasted long enough to establish themselves as a Brand.

Would "independent", "Underground" or "Custom" be acceptable in the "brand" field?
For now, i am using the publisher's name.

[emdiecast]

Hi Zonkers,

I don't sell comics but I would suggest that the publisher would be the brand name, as it would be the publisher that would be affected in regard to any copyright infringements.

I sell diecast models, and if I was to strip the models from the manufacturers boxes and put them in my own boxes I would be infringing their trademark and brand.

Just my opinion.