Report By Brand Keywords in ASO Report shows how your app's rankings break down across three keyword types: your own brand terms, competitor brand terms, and generic terms. This view helps you understand how much of your organic visibility is driven by brand association versus category-level search intent.
To understand which keyword pool to use before you start, see Understand Tracked Keywords and All Ranked Keywords.
What you see in Report By Brand Keywords
The Brand Keywords Graph is a stacked area chart with three layers: Own Brand (your app's brand terms), Other Brand (competitor brand terms your app ranks for), and Generic (non-brand category terms).
The left axis shows the number of keywords in each category. The black line is your Visibility Score.
The Brand Keywords Chart on the right is a donut chart that shows the proportional split between the three keyword types at a selected point in time.
The Last Day and Average (Last 6 months) options are available here as in the other reports.
What the split tells you
A high proportion of Own Brand keywords means your visibility is concentrated around searches for your app or company name. This is healthy but limited, users who search for your brand likely already know you.
Growth in Generic keywords means you are capturing users who are searching for a category or problem rather than a specific app, which generally represents a larger addressable audience.
A significant share of Other Brand keywords means your app is appearing when users search for competitor names. This can indicate that your metadata or keyword strategy is picking up competitor terms, or that your app is genuinely competitive in searches for those brands.
Using the chart controls
The App Updates toggle, date range picker, and Annotations controls work the same way across all reports in ASO Report. See Analyze keyword ranking distribution for a full explanation.
Reading the keyword table
The keyword table below the chart works the same way as in the other reports.
The Type column is particularly relevant here: B marks brand keywords and M marks metadata keywords. Sorting or filtering by Type lets you focus the table on the keyword category you want to review.
After you finish
Use the All Ranked Keywords view to see the full scope of terms your app ranks for generically, and use Keyword Inspector to identify high-opportunity generic terms you are not yet capturing.
Related links
Need more help?
If you have further questions on the process, contact your dedicated Customer Success Manager or contact the support team via live chat.