Branded keywords
Branded keywords are search terms that include a brand name — either your own or a competitor’s. They split into two very different ASO problems. Your own branded terms are the easiest to rank for and the highest-converting terms you have, so you should own them completely. Competitor branded terms are tempting but governed by a hard rule: you cannot use another company’s trademark in your store metadata. Understanding both sides — and the legitimate way to capture competitor demand — is core ASO.
- Branded keywords contain a brand name — your own or a competitor’s.
- Your own branded terms are the easiest to rank for and the highest-converting (the searcher wants you specifically) — own them fully.
- You cannot use a competitor’s trademark in your store metadata — Apple and Google prohibit it and will reject or remove the listing.
- You CAN compete for the generic category and feature language around a competitor (the "alternatives" demand) without using their mark.
- Apple Search Ads lets advertisers bid on competitor brand terms (paid placement), but that’s separate from organic metadata, where trademarks are off-limits.
Your own branded terms — own them completely
When someone searches your brand name, they already want you — so your own branded terms are the highest-intent, highest-converting, and easiest-to-rank keywords you have. Make sure your brand appears in your title and metadata so you rank #1 for it unambiguously, and protect that position: competitors sometimes rank for, or bid on, your brand term to siphon your demand. Monitoring who shows up when users search your brand, and keeping your own listing strong, is the defensive half of branded ASO.
For a new brand, branded volume is small at first and grows with awareness — but it’s always worth owning, because it’s the demand you’ve directly earned.
- Your brand terms are highest-intent, highest-converting, easiest to rank.
- Put your brand in the title/metadata so you own the #1 spot for it.
- Watch for competitors ranking or bidding on your brand and defend it.
Competitor brand terms — the trademark rule
You may not use a competitor’s trademark or brand name in your store metadata. Both Apple and Google prohibit using third-party trademarks and brand names in your listing, and doing so can get your app rejected or removed — so stuffing "[Competitor] alternative" with the competitor’s mark into your title or keyword field is not a viable organic tactic. What you can do, legitimately, is compete for the generic category and feature language that a competitor’s users also search — the job, the use case, the "best [category] app" demand — without naming their brand. That captures switching intent honestly.
There is one paid exception that’s separate from organic ASO: Apple Search Ads allows advertisers to bid on competitor brand keywords for paid placement. That’s an ad-buying decision, not a metadata one — in your organic listing, competitor trademarks stay off-limits.
- Prohibited: a competitor’s trademark/brand name in your store metadata.
- Allowed: competing on the generic category + feature language they rank for.
- Apple Search Ads (paid) can bid on competitor terms — separate from organic metadata.
Frequently asked questions
What are branded keywords?
Branded keywords are search terms that contain a brand name — your own or a competitor’s. Your own branded terms are the highest-converting keywords you can own; competitor branded terms are governed by trademark rules that bar you from using their mark in your metadata.
Can I use a competitor’s name in my app’s keywords or title?
No. Both Apple and Google prohibit using third-party trademarks and brand names in your store metadata, and doing so can get your listing rejected or removed. Compete instead on the generic category and feature language the competitor’s users search, without naming their brand.
How do I capture demand from a competitor’s users?
Legitimately, by owning the generic category, use-case, and "best [category] app" language those users also search — not their trademark. Strong metadata and a compelling product page on those generic terms capture switching intent honestly. (Paid Apple Search Ads can bid on competitor brand terms, but that’s separate from organic ASO.)
Should I optimize for my own brand name?
Yes — always own your own branded terms. They’re the highest-intent, highest-converting, easiest-to-rank keywords you have. Put your brand in your title and metadata so you rank #1 for it, and watch for competitors trying to rank or bid on your brand.
Put this into practice.
Run a free ASO scan on your own app, or start a 7-day free trial of the full platform.
Run the free scan, no card →