---
title: Managing brands
description: Where brands come from, how they stay in sync with your products, and what you can do with several at once.
---

## Where brands come from

Each **Vendor** on your products is a brand. Vendor names are matched ignoring case, so "Nike" and "NIKE" are one brand, but "Nike Inc" is another. You can't add a brand by hand: give a product the vendor instead.

New vendors become brands as soon as you create or edit a product with them. New brands are visible but have no page until you [create one](/brands/brand-pages).

## Syncing

A full sync runs once a day, or when you click **Sync brands** on the **Brands** page. It:

- adds brands for vendors it hasn't seen yet,
- updates each brand's product count,
- hides brands whose vendor no longer has products, which also unpublishes their pages.

A sync never deletes a brand, creates a page or changes anything you wrote. **Sync history** shows the syncs of the last 30 days and any errors.

Product counts include draft and archived products.

## Several brands at once

Select brands on the **Brands** page to **Show**, **Hide**, **Feature**, **Unfeature**, **Create pages**, **Delete** or **Generate AI content**. Bulk actions take up to 100 brands, so set the list to **100 per page** to select that many.

## Hiding or deleting

**Hide** a brand to take it off your storefront: it leaves the directory, the carousel and the logo widget, and its page is unpublished. Its content stays, and **Show** brings it all back.

**Delete** removes the brand, its content and its Shopify page. If its vendor still has products, the brand comes back empty at the next sync, so hide brands you don't want rather than deleting them.

## Renamed and merged vendors

VendorDeck sees a renamed vendor as a new one. The new name gets a new, empty brand, and the old brand is hidden at the next sync with its content and page.

To merge two spellings of a brand, give all its products one vendor with Shopify's bulk editor, then click **Sync brands**. Delete the brand you no longer need to remove its page.