Branded Keyword
Definition
A search term that includes a brand or app name, such as your own or a competitor’s.
What it means
Branded keywords contain a brand name — for example, your app’s name or a competitor’s. Users searching a brand term usually have high intent, and ranking for your own brand is essential defensive ASO.
Ranking for competitors’ branded terms can capture some of their demand, but stores restrict using trademarked names in your own metadata, so it must be approached carefully and within policy.
Frequently asked questions
Can I use a competitor’s brand name in my app metadata?
Generally no. Both stores prohibit using third-party trademarks in your metadata, and doing so can trigger rejection or takedown. You can still compete on the generic keywords that brand’s users search.