`brando:ProductPersona`

Brando Schema Vocabulary v1.4

A governed, product-anchored AI persona for LLMs, multimodal models, and agents.

A brando:ProductPersona encodes how an AI is allowed to talk about a specific product or product family – including facts, benefits, risks, tone, regulatory constraints, and claim boundaries – while remaining strictly aligned with:

the brand’s operatives (Brando BDV – Brand Directive Vocabulary),
the product master data (GS1 GTIN / GLN, DPP, PIP, SmartLabel, etc.),
and the governing policies (tone, lexical, safety).

rdfs:comment
A brando:ProductPersona defines a governed AI identity for a product or product line. It acts as a semantic bridge between GS1-based product data (e.g. GTIN JSON-LD) and Brando’s Brand Directive Vocabulary. It specifies what the product is, which canonical claims are allowed, how the tone flexes by channel, and which evidence sources the AI must rely on — enabling non-hallucinated, on-brand product content generation.

Term definition

IRI: brando:ProductPersona
Type: owl:Class
Superclass: schema:Intangible
Defined in: Brando Schema Vocabulary v1.4

A brando:ProductPersona is a structured, governance-ready product identity layer designed for use by:

product copy generators,
ecommerce and PDP assistants,
support/chat agents answering product questions,
in-store associate copilots,
post-purchase and troubleshooting assistants.

It determines how the AI talks about a product, which facts it may use, and which claims are disallowed.

Within a Brand Operating System, it is the product-level semantic identity layer, sitting on top of Schema.org / GS1 descriptive data and under the Brand Directive Vocabulary (BDV).

Relationship Summary

ProductPersona as an operative layer over GS1 + Schema.org

A brando:ProductPersona is typically anchored to one or more concrete product nodes:

schema:Product (web-facing product description),
gs1:Product with gs1:gtin (GS1 Web Vocabulary trade item),
plus related brand and organization nodes:
- schema:Brand
- schema:Organization

The descriptive product graph (Schema.org + GS1) answers “what is this product?”
brando:ProductPersona answers “if an AI talks about this product, how must it behave?”

Inbound: from Product / Brand

`brando:hasProductPersona` (recommended)

Links a concrete product (or product family) to its governed persona.

Type: owl:ObjectProperty
Domain: schema:Product (or gs1:Product)
Range: brando:ProductPersona
rdfs:comment: Connects a product GTIN / GLN instance to the AI persona that is allowed to speak for it.

This lets each product (or SKU family) declare its canonical AI voice.

Inbound: from `brando:Brand`

`brando:hasSyntheticPersona` / `brando:hasProductPersona`

A brando:Brand may reference:

brand-level personas: brando:SyntheticPersona
product-level personas: brando:ProductPersona

Together, these support portfolio-wide governance: corporate voice + product voices, expressed as governed personas.

Outbound Relationships (anchor & governance)

A brando:ProductPersona typically references:

schema:Product / gs1:Product — the product(s) described.
schema:Brand / schema:Organization — visible brand and accountable owner.
GS1 identifiers via Brando properties:
- brando:appliesToGTIN → GTIN(s) covered,
- brando:appliesToProduct → product JSON-LD URI(s) covered.
Brando BDV objects:
- brando:VerbalIdentity, brando:VisualIdentity, brando:AudioIdentity.
Policies:
- brando:Policy nodes for lexical, claim, and safety constraints.
Contexts:
- brando:Context nodes describing channel / region / journey situations.

In many implementations, a ProductPersona is also treated as a profiled SyntheticPersona, specialised around schema:Product and gs1:gtin – but in the core vocabulary it is a dedicated class for product-anchored personas.

1. Identity Properties

Product persona “profile card”.

Property	Expected Type	Description
name	Text	Primary name of the product persona.
alternateName	Text	Additional, internal, or test names.
description	Text	High-level description of the persona’s purpose.
identifier	Text, URL, PropertyValue	Unique ID for the persona (internal or external).
image	ImageObject, URL	Icon/avatar used in tools.
url	URL	Canonical documentation page for this persona.
disambiguatingDescription	Text	Clarifies scope (e.g. “US PDP voice for GTIN X only”).

Usage notes:
These fields describe the persona itself, not the underlying product master data.

2. Product Anchor & GS1 Linkage

Where the persona “lands” in GS1 / Schema.org product space.

Property	Expected Type	Description
representsProduct	`schema:Product`, URL	Canonical product node represented by this persona.
appliesToGTIN	Text (GTIN), URL	GTIN(s) from GS1 master data that this persona is allowed to speak for.
appliesToProduct	URL	Product graph / JSON-LD URI(s) covered (e.g. `{gtin}.jsonld`).
gs1DigitalLink	URL	Optional GS1 Digital Link resolver URL for this product.
productScope	Text	Scope label (e.g. “single-sku”, “variant-family”, “range-family”).
variantDimension	Text	Variation dimensions, e.g. “size”, “colour”, “flavour”.
evidenceSource	URL, Text	Primary truth sources: DPP, SmartLabel, PIP, masterData, etc.
evidencePriorityRule	Text	How to resolve conflicts between sources (e.g. “DPP > masterData > local overrides”).

Usage notes:
appliesToGTIN is the main bridge into GS1. A separate {gtin}.jsonld can define full GS1 Web Vocabulary content; brando:ProductPersona then constrains how AI is allowed to use it.

3. Brand & Category Relationships

How this product persona sits inside the brand architecture.

Property	Expected Type	Description
brand	`schema:Brand`	Brand visible to guests.
worksFor	`schema:Organization`	Owning or accountable organisation.
productCategoryName	Text	Human-readable category / item type label.
categoryDepartment	Text	Department classification (e.g. from a retailer’s hierarchy).
categoryClass	Text	Class / subcategory identifier.
googleProductCategoryId	Text	Google product category mapping (if used).
gpcCategoryCode	Text	GS1 GPC category code aligned to GS1 master data.
gpcCategoryDescription	Text	Human label for the GS1 GPC code.
unspscCode	Text	UNSPSC code if used.
brandArchitectureRole	Text	Role in brand architecture (“masterbrand”, “endorsed”, etc.).

4. Audience, Use Cases & Channel Context

Who the persona speaks to and in which journeys.

Property	Expected Type	Description
personaArchetype	Text	Archetype (e.g. “product-guide”, “ingredient-expert”, “tech-explainer”).
intendedAudience	Audience, Text	Shoppers, parents, clinicians, associates, internal teams, etc.
useCaseScope	Text	Use-case labels (e.g. “PDP copy”, “Q&A assistant”, “after-sales support”).
channelScope	Text, URL	Channels: “web PDP”, “mobile app”, “store kiosk”, “support chat”, “ads”.
contextGraph	`brando:Context`, URL	Linked contexts describing channel, region, language, scenario.
riskProfile	Text	Risk description (“low-risk FMCG”, “regulated healthcare”, “kids product”).

5. Language, Tone & Brand Expression

How the product persona speaks, within brand constraints.

Property	Expected Type	Description
knowsLanguage	Language, Text	Languages supported.
defaultLanguage	Language, Text	Primary language (e.g. `"en-US"`).
toneOfVoice	Text	Tone description (“clear, factual, family-friendly”, etc.).
writingStyle	Text	Style hints (“short PDP bullets”, “FAQ-style answers”).
speechStyle	Text	For voice experiences (if applicable).
keyMessages	Text	Approved canonical product messaging statements.
mustDos	Text	Required messaging behaviours (e.g. mandatory disclaimers).
mustNotDos	Text	Prohibited behaviours (e.g. “no superlative claims”).
tagline	Text	Optional tagline / reusable line.
usesVerbalToken	`Brando:VerbalIdentity`	Linked verbal identity assets (BDV tokens).

Usage notes:
This is where the Brand Directive Vocabulary (BDV) is applied: tone, phrasing patterns, approved descriptors, and category-specific tokens.

6. Claim, Safety & Regulatory Governance

What the AI may and may not say about the product.

Property	Expected Type	Description
claimBoundary	Text	Overall description of what kinds of claims are allowed.
prohibitedClaims	Text	Concrete examples of disallowed claims (e.g. health or performance claims).
evidenceRequiredForClaim	Text	Rules for when a claim can be made (e.g. “only if evidenceSource X states it”).
regulatoryRegion	Text	Jurisdictional scope (e.g. “US”, “EU”, “UK + US”).
riskTag	Text, URL	Risk category tags (e.g. “food”, “nutrition-claims”, “children”).
guardRails	Text	Guardrail statements for product content.
refusalStrategies	Text	How to decline unsafe requests (“explain missing evidence”, etc.).
complianceTags	Text	Compliance markers (e.g. “FDA-adjacent”, “EU eco-claims”).
governingPolicyGraph	URL, CreativeWork	Link to the policy graph controlling product claims.
inheritsPolicies	URL	Brand or category policies that this persona inherits.

7. Data Sources & Master Data Alignment

How the persona connects to the wider data estate (GS1 + internal systems).

Property	Expected Type	Description
dataSource	Text, URL	Connected data sources (“GS1 masterData”, “Item Master”, “SmartLabel”).
externalSystem	Text, URL	System identifier (e.g. “GS1 US Data Hub”, “Retail Item Master”).
externalSystemId	Text	Product ID in external system(s).
masterDataPriority	Text	(Optional) Precedence rules between systems.
retrievableInLLM	Boolean	Whether this persona’s data is optimised for retrieval in LLMs.
downloadableFile	MediaObject, URL	Optional localised product profile (e.g. YAML/JSON reference file).

8. Prompting, Runtime & Tools

How runtime systems actually use the persona.

Property	Expected Type	Description
promptScaffold	Text	Canonical prompt template for this product persona.
personaCard	Text, URL	Machine-readable summary / display card.
assetPreview	URL	Preview asset for UI selection.
supportingFile	MediaObject, URL	Additional structured data (e.g. channel-specific configs).
underlyingModel	Text	LLM / runtime engine binding (optional).
activationCondition	Text	When this persona should be selected (e.g. GTIN match).
integrationScope	Text	Tooling scope: PDP generator, chat, search, ads, etc.

9. Lifecycle & Governance Oversight

Who owns and maintains the product persona.

Property	Expected Type	Description
owner	Person, Organization	Business owner (e.g. category or brand team).
maintainer	Person, Organization	Day-to-day maintainer / steward.
governanceModel	Text	Governance notes (“brand + data duo”, etc.).
dateCreated	Date	Creation date.
dateModified	Date	Last modification date.
reviewCycle	Duration, Text	Review interval (e.g. “P90D”).
visibilityRating	Text	Visibility (“internal-only”, “enterprise”, etc.).
isTestPersona	Boolean	Whether this persona is experimental.

JSON-LD EXAMPLE (Product + GS1 + ProductPersona)

{
  "@context": {
    "schema": "https://schema.org/",
    "brando": "https://brandoschema.com/",
    "gs1": "https://ref.gs1.org/voc/"
  },
  "@graph": [

    /* ---------------------------------------------------------
     * 1. PRODUCT (GS1 + schema.org)
     * --------------------------------------------------------- */
    {
      "@id": "https://example.com/product/00012345600012",
      "@type": [
        "schema:Product",
        "gs1:Product"
      ],
      "schema:name": "Target Brand Example Cereal 500g",
      "schema:brand": "https://example.com/brand/target",
      "gs1:gtin": "00012345600012",
      "gs1:productIdentifier": "00012345600012",
      "gs1:gpcCategoryCode": "10000251",
      "schema:category": "Breakfast cereals",
      "schema:description": "Fortified whole-grain cereal suitable for everyday family breakfasts.",
      "schema:sku": "TGT-EXAMPLE-CEREAL-500G",
      "brando:hasProductPersona": "https://example.com/product-persona/gtin-00012345600012"
    },

    /* ---------------------------------------------------------
     * 2. BRAND
     * --------------------------------------------------------- */
    {
      "@id": "https://example.com/brand/target",
      "@type": "schema:Brand",
      "schema:name": "Target",
      "schema:url": "https://www.target.com/"
    },

    /* ---------------------------------------------------------
     * 3. PRODUCT PERSONA
     * --------------------------------------------------------- */
    {
      "@id": "https://example.com/product-persona/gtin-00012345600012",
      "@type": "brando:ProductPersona",

      /* 1. Identity */
      "name": "Example Cereal PDP Persona",
      "alternateName": "Example Cereal Product Voice (US PDP)",
      "description": "Governed PDP and Q&A persona for Example Cereal 500g, aligned with Target brand and GS1 master data.",
      "identifier": "persona-product-00012345600012-v1",
      "url": "https://example.com/docs/product-personas/gtin-00012345600012",
      "disambiguatingDescription": "US English, consumer-facing product persona for GTIN 00012345600012.",

      /* 2. Product Anchor & GS1 Linkage */
      "representsProduct": "https://example.com/product/00012345600012",
      "appliesToGTIN": "00012345600012",
      "appliesToProduct": "https://data.example.com/gs1/00012345600012.jsonld",
      "gs1DigitalLink": "https://id.gs1.org/01/00012345600012",
      "productScope": "single-sku",
      "variantDimension": [
        "packageSize"
      ],
      "evidenceSource": [
        "https://data.example.com/gs1/00012345600012.jsonld",
        "https://smartlabel.example.com/00012345600012"
      ],
      "evidencePriorityRule": "Use GS1 masterData as primary truth; SmartLabel as secondary; never invent attributes.",

      /* 3. Brand & Category Relationships */
      "brand": "https://example.com/brand/target",
      "worksFor": "https://example.com/brand/target",
      "productCategoryName": "Breakfast cereals",
      "categoryDepartment": "Grocery",
      "categoryClass": "Cereals",
      "gpcCategoryCode": "10000251",
      "gpcCategoryDescription": "Ready-to-eat cereal products.",

      /* 4. Audience, Use Cases & Channel */
      "personaArchetype": "product-guide",
      "intendedAudience": [
        "Everyday shoppers comparing breakfast options",
        "Parents looking for simple family cereals"
      ],
      "useCaseScope": [
        "PDP copy generation",
        "On-site Q&A about ingredients, allergens, nutrition",
        "Post-purchase usage tips"
      ],
      "channelScope": [
        "web PDP",
        "mobile PDP",
        "support-chat"
      ],
      "contextGraph": [
        "https://example.com/context/global-web",
        "https://example.com/context/support-chat-en"
      ],

      /* 5. Language, Tone & Expression */
      "knowsLanguage": "en",
      "defaultLanguage": "en-US",
      "toneOfVoice": "clear, factual, family-friendly, non-sensational",
      "writingStyle": "short PDP sentences and structured FAQs.",
      "keyMessages": [
        "Whole-grain cereal for everyday family breakfasts.",
        "Fortified with key vitamins and minerals as listed on the pack.",
        "Portion guidance and ingredients always match the packaging and GS1 data."
      ],
      "mustDos": [
        "Always base nutritional and ingredient statements on GS1 and packaging data.",
        "Include allergens clearly when asked.",
        "Encourage checking local packaging for the most current information."
      ],
      "mustNotDos": [
        "Do not promise health outcomes or weight-loss effects.",
        "Do not infer dietary suitability without explicit evidence (e.g. gluten-free)."
      ],
      "usesVerbalToken": [
        "https://example.com/verbal/target-grocery-tone",
        "https://example.com/verbal/target-family-friendly-phrases"
      ],

      /* 6. Claim, Safety & Regulatory Governance */
      "claimBoundary": "May describe features and composition, not health outcomes or medical claims.",
      "prohibitedClaims": [
        "Cures or prevents any disease.",
        "Guarantees weight loss or long-term health outcomes."
      ],
      "evidenceRequiredForClaim": "Only state nutritional and ingredient facts if present in GS1 or approved Target item master.",
      "regulatoryRegion": [
        "US"
      ],
      "riskTag": [
        "food",
        "nutrition-claims"
      ],
      "guardRails": [
        "No hallucinated ingredients or nutritional values.",
        "No absolute health or performance guarantees.",
        "Always defer to packaging and GS1 data when in doubt."
      ],
      "refusalStrategies": "If requested claims are not supported by data, explain that only label-backed, GS1-aligned information can be provided.",
      "inheritsPolicies": [
        "https://example.com/policy/global-tone-policy",
        "https://example.com/policy/global-lexical-policy",
        "https://example.com/policy/brand-safety-core"
      ],
      "governingPolicyGraph": "https://example.com/policy-graph/food-category-governance",

      /* 7. Data Sources & Master Data Alignment */
      "dataSource": [
        "GS1 masterData",
        "Target Item Master",
        "SmartLabel"
      ],
      "externalSystem": [
        "https://datahub.gs1us.org/",
        "https://data.target.com/item-master"
      ],
      "externalSystemId": [
        "GS1US:00012345600012",
        "TGT-ITEM:123456"
      ],
      "retrievableInLLM": true,

      /* 8. Prompting, Runtime & Tools */
      "promptScaffold": "You are the governed product persona for GTIN 00012345600012. Use only GS1 and Target item master data as truth. Generate short, factual, family-friendly descriptions and answers. Do not make health or performance claims.",
      "personaCard": "Example cereal PDP persona for US web and app channels.",
      "activationCondition": "Activate when product context includes GTIN 00012345600012 or product URI https://example.com/product/00012345600012.",
      "integrationScope": [
        "PDP generator",
        "guest-facing Q&A",
        "associate support tools"
      ],

      /* 9. Lifecycle & Governance */
      "owner": "https://example.com/team/grocery-category-owner",
      "maintainer": "https://example.com/team/brand-governance",
      "governanceModel": "Joint ownership: grocery category + brand governance + data quality teams.",
      "dateCreated": "2025-10-01",
      "dateModified": "2025-11-01",
      "reviewCycle": "P90D",
      "isTestPersona": false
    }
  ]
}

brando:ProductPersona