> ## Documentation Index
> Fetch the complete documentation index at: https://docs.concord.ad/llms.txt
> Use this file to discover all available pages before exploring further.

# Understanding brands

## What are brands in Concord

Brands represent your marketing entities and are the top-level organizer for media plans and campaigns in your workspace.

## How brands are created

Brands are automatically created when you connect DSP accounts. Each advertiser in your connected DSP becomes a brand in Concord. Brand names are assigned automatically from the DSP advertiser name.

```
Organisation
└── Brand (maps to DSP advertiser)
    └── Media Plan
        └── Campaign
```

## What you can do with brands

**From the brand page**, you can:

* Chat with Concord in the context of that brand
* View media plans and campaigns under the brand
* Set brand-specific instructions

**Through Concord**, you can ask to:

* Reassign which DSP advertisers are linked to a brand
* Create a new media plan under a brand
* Get an overview of campaign activity for a brand

## Brand instructions

Each brand can have its own instructions that supplement workspace-level instructions. Use these for brand-specific execution rules, naming conventions, audience preferences, or constraints.

See [Brand Instructions](/features/instructions/brand-instructions) for details.

<Tip>
  When chatting from a brand page, Concord has the full context of that brand's campaigns and media plans, making execution requests more precise.
</Tip>