Branded Keywords

Branded keywords include a specific brand or app name — “Spotify,” “Netflix download.” They signal high intent (the user already wants that app) and usually convert extremely well, but volume is capped by brand awareness.

Non-branded keywords describe a need or category — “music streaming,” “movie app.” They capture users who haven’t chosen a solution yet, offering far more reach and the chance to win new customers from competitors.

A healthy ASO strategy defends your own branded terms (so competitors can’t intercept your demand) while aggressively pursuing non-branded terms for growth.