brand.json Specification

The brand.json file provides a standardized way for brands to claim their identity and establish discoverable brand information. It supports four mutually exclusive variants to accommodate different use cases.

File Location

Brands host the brand.json file at:

https://example.com/.well-known/brand.json

Following RFC 8615 well-known URI conventions.

Variants

The brand.json file supports four mutually exclusive variants:

1. Authoritative Location Redirect

Points to a hosted brand.json at another URL:

{
  "$schema": "https://adcontextprotocol.org/schemas/v1/brand.json",
  "authoritative_location": "https://adcontextprotocol.org/brand/abc123/brand.json"
}

Use this when:

• Brand.json is hosted centrally (e.g., by a service provider)
• CDN distribution is needed
• Managed brand services

2. House Redirect

Points to the house domain that contains the full brand portfolio:

{
  "$schema": "https://adcontextprotocol.org/schemas/v1/brand.json",
  "house": "nikeinc.com",
  "note": "Regional site - see house for brand portfolio"
}

Optional fields:

• region: ISO 3166-1 alpha-2 country code (e.g., “CN”)
• note: Explanation text

Use this when:

• Brand domain is owned by a larger house
• Regional/localized domains point to main house
• Legacy domains redirect to canonical

3. Brand Agent

Designates an MCP agent that provides brand information:

{
  "$schema": "https://adcontextprotocol.org/schemas/v1/brand.json",
  "version": "1.0",
  "brand_agent": {
    "url": "https://agent.acme.com/mcp",
    "id": "acme_brand_agent"
  }
}

Optional fields:

• contact: Contact information

When a brand has an agent, the agent is the authoritative source for brand information. Agents implement get_brand_manifest({ house, brand_id }) to return brand manifest data.

4. House Portfolio

Contains the full brand hierarchy with all brands and properties:

{
  "$schema": "https://adcontextprotocol.org/schemas/v1/brand.json",
  "version": "1.0",
  "house": {
    "domain": "nikeinc.com",
    "name": "Nike, Inc.",
    "architecture": "hybrid"
  },
  "brands": [
    {
      "id": "nike",
      "names": [{"en": "Nike"}],
      "keller_type": "master",
      "properties": [
        {"type": "website", "identifier": "nike.com", "primary": true}
      ]
    }
  ]
}

House Definition

The house object represents the corporate entity:

Field	Type	Required	Description
domain	string	Yes	House’s primary domain
name	string	Yes	Display name
names	array	No	Localized names
architecture	enum	No	branded_house, house_of_brands, or hybrid

Brand Definition

Each brand in the brands array:

Field	Type	Required	Description
id	string	Yes	Brand identifier (lowercase alphanumeric with underscores)
names	array	Yes	Localized names (see below)
keller_type	enum	No	master, sub_brand, endorsed, independent
parent_brand	string	No	Parent brand’s id
properties	array	No	Digital properties owned by brand
brand_agent	object	No	Agent providing brand manifest data { url, id }
logos	array	No	Brand logo assets (inline manifest data)
colors	object	No	Brand color palette (inline manifest data)
fonts	object	No	Brand typography (inline manifest data)
tone	string	No	Brand voice and messaging tone
tagline	string	No	Brand tagline or slogan

Names Array

Names are localized with language codes:

{
  "names": [
    {"en": "Nike"},
    {"en": "The Swoosh"},
    {"zh": "耐克"},
    {"ja": "ナイキ"}
  ]
}

Multiple entries per language are allowed (for aliases).

Keller Types

Brand architecture classifications from marketing theory:

Type	Description	Example
master	Primary brand of house	Nike for Nike, Inc.
sub_brand	Carries parent brand name	Nike SB
endorsed	Independent identity, endorsed by parent	Air Jordan “by Nike”
independent	Operates separately from house	Converse

Property Definition

Properties are digital touchpoints owned by brands:

Field	Type	Required	Description
type	enum	Yes	Property type (see below)
identifier	string	Yes	Domain or app ID
store	enum	No	App store (apple, google, etc.)
region	string	No	ISO country code or global
primary	boolean	No	Is this the primary property?

Property Types

Matches AdCP property-type enum:

• website
• mobile_app
• ctv_app
• desktop_app
• dooh
• podcast
• radio
• streaming_audio

Resolution Algorithm

To resolve a domain to a canonical brand:

1. Fetch https://{domain}/.well-known/brand.json
2. Check variant:
   • authoritative_location: Fetch from that URL, continue from step 2
   • house (string): Fetch from house domain, continue from step 2
   • brand_agent: Return agent URL (agent provides brand info)
   • house (object) + brands: Search for domain in properties
3. For house portfolio, find the brand whose properties contain the query domain
4. Return canonical brand information

Maximum redirect depth: 3 hops.

Complete Examples

Small Business

{
  "$schema": "https://adcontextprotocol.org/schemas/v1/brand.json",
  "version": "1.0",
  "house": {
    "domain": "bobsburgers.com",
    "name": "Bob's Burgers LLC"
  },
  "brands": [
    {
      "id": "bobs_burgers",
      "names": [{"en": "Bob's Burgers"}],
      "keller_type": "master",
      "properties": [
        {"type": "website", "identifier": "bobsburgers.com", "primary": true}
      ],
      "brand_manifest": {
        "name": "Bob's Burgers",
        "url": "https://bobsburgers.com",
        "colors": {"primary": "#FF6B35"}
      }
    }
  ]
}

Enterprise with Agent

{
  "$schema": "https://adcontextprotocol.org/schemas/v1/brand.json",
  "version": "1.0",
  "brand_agent": {
    "url": "https://brand-agent.enterprise.com/mcp",
    "id": "enterprise_brand_agent"
  },
  "contact": {
    "name": "Enterprise Brand Team",
    "email": "[e-mail]"
  }
}

Multi-Brand Portfolio

{
  "$schema": "https://adcontextprotocol.org/schemas/v1/brand.json",
  "version": "1.0",
  "house": {
    "domain": "nikeinc.com",
    "name": "Nike, Inc.",
    "architecture": "hybrid"
  },
  "brands": [
    {
      "id": "nike",
      "names": [{"en": "Nike"}, {"zh": "耐克"}, {"ja": "ナイキ"}],
      "keller_type": "master",
      "properties": [
        {"type": "website", "identifier": "nike.com", "primary": true},
        {"type": "website", "identifier": "nike.cn", "region": "CN"},
        {"type": "mobile_app", "store": "apple", "identifier": "com.nike.omega"}
      ]
    },
    {
      "id": "air_jordan",
      "names": [{"en": "Air Jordan"}, {"en": "Jordan"}, {"en": "Jumpman"}],
      "keller_type": "endorsed",
      "parent_brand": "nike",
      "properties": [
        {"type": "website", "identifier": "jordan.com", "primary": true},
        {"type": "website", "identifier": "jumpman23.com"},
        {"type": "mobile_app", "store": "apple", "identifier": "com.nike.snkrs"}
      ]
    },
    {
      "id": "converse",
      "names": [{"en": "Converse"}],
      "keller_type": "independent",
      "properties": [
        {"type": "website", "identifier": "converse.com", "primary": true}
      ]
    }
  ],
  "contact": {
    "name": "Nike Brand Team",
    "email": "[e-mail]"
  }
}

Regional Domain Redirect

On nike.cn/.well-known/brand.json:

{
  "$schema": "https://adcontextprotocol.org/schemas/v1/brand.json",
  "house": "nikeinc.com",
  "region": "CN"
}

Caching

Recommended cache TTLs:

• Canonical files: 24 hours
• Redirect files: 24 hours
• Failed lookups: 1 hour

Best Practices

1. Start simple: Begin with minimal brand.json and add complexity as needed
2. Use redirects for subsidiaries: Point brand domains to house domain
3. List all properties: Include regional domains, apps, and legacy domains
4. Keep names current: Include localized names and common aliases
5. Use brand agents for dynamic data: If brand info changes frequently, use an agent