BY BUSINESS TYPE
Chains and branches
How should a chain name and categorise each branch on Google?
Give every branch the same name and the one category that best represents the business, and vary either only where Google's guidelines allow it, such as for a sub-brand or a type of location that consistently uses a different name.
The rule
Google's guidelines tell chains to keep names and categories consistent across all locations. All locations must share one name, unless the real-world representation of the business consistently varies by location. All locations within the same country must have the same name. A distinct name is allowed for sub-brands or other types of operations, as long as it is applied consistently to all locations of that business. All locations must share the one category that best represents the business, and if there are multiple types of locations, that rule applies only within each sub-group.
How to tell if it applies to your profile
Google may suspend or disable profiles that don't follow its guidelines. Multi-location stores (chains and brands) have additional guidelines. Including unnecessary information in a business name is not permitted and could result in suspension. A location that combines two or more brands must not combine the brand names into a single profile. A business that sells another brand's products or services should use only its own business name, and the brand being sold can't have a profile for that location.
Sources: support.google.com/business/answer/4569145 · support.google.com/business/answer/3038177
What to fix before you appeal
Make sure your profile follows all the guidelines before you submit an appeal, because appeals can only be submitted once. The business name should reflect the real-world name, used consistently on the storefront, website and stationery, and as known to customers. Use as few categories as possible to describe the core business, chosen from the provided list. Do not create more than one page for each location, and do not create a new profile for the same business. Use a local phone number instead of a central call center number whenever possible. Where a location combines brands, pick one brand's name for the profile, though independently operating brands may each have a separate profile at that location. If you have multiple locations and the business name changes, the profile may be eligible for rebranding.
Sources: support.google.com/business/answer/4569145 · support.google.com/business/answer/3038177
Published 20 October 2026 · All guides