Apple
      Back to home
      1. Help Center
      2. Apple

      What is Apple Business Connect, and how does its structure work?

      Understanding Company, Brand, and Location in Apple Business Connect

      Apple Business Connect (ABC) is Apple's platform for managing business listings across Apple Maps and related services. Similar to Google Business Profiles, it allows businesses to control how their locations appear to users searching via iPhones, iPads, Siri, and other Apple products. However, ABC has its own structure, terminology, and best practices—particularly when it comes to the relationship between Companies, Brands, and Locations.

      This article breaks down how Apple Business Connect organizes entities, why this matters, and how to structure your business presence properly.

      The Hierarchy: Company > Brand > Location

      Apple Business Connect organizes business data in a three-tier hierarchy:

      1. Company

      2. Brand

      3. Location

      Understanding how these pieces fit together is key to accurate representation and management.

      1. Company (Account Level)

      The Company is the top-level entity and represents the overarching organization that controls one or more Brands. This is the account used to access Apple Business Connect and serves as the administrative umbrella.

      Key Characteristics:

      • One company account per legal business entity.

      • Controls user access and permissions.

      • Administers one or more brands.

      • May represent a corporation, franchise group, agency, or holding company.

      Use Case Examples:

      • A digital agency managing multiple brands may register each client as a separate Company account.

      • A large enterprise like Yum! Brands may create one Company account and manage multiple restaurant brands under it.

      2. Brand

      A Brand is a consumer-facing identity or line of business. This is especially important for enterprises that operate multiple recognizable brands under a single corporate umbrella.

      Key Characteristics:

      • Represents a distinct identity that users recognize (e.g., Taco Bell, KFC).

      • Each brand can have multiple locations.

      • Business categories, logos, and description are configured at this level.

      • Brands help segment and organize locations more efficiently, especially in high-volume environments.

      Best Practices:

      • If you have multiple trade names under a company, set them up as separate brands.

      • For single-location businesses or those with one trade name, the company and brand will often be identical.

      Use Case Examples:

      • AutoNation may have a brand for each dealership name: "AutoNation Ford", "AutoNation Honda", etc.

      • A hospital network may use brand divisions for different service lines: "City Health Primary Care" vs. "City Health Pediatrics".

      3. Location

      The Location is the individual, physical presence of the brand—what a customer would search for or navigate to.

      Key Characteristics:

      • Contains address, hours, phone number, website URL, and imagery.

      • Includes placecards shown in Apple Maps.

      • Each location is associated with one brand.

      • Locations can have attributes like Wi-Fi availability, parking, and accessibility features.

      Core Features Available at the Location Level:

      • Showcases (equivalent to posts in GBP).

      • Photos and Logos.

      • Attributes and Metadata (e.g., wheelchair access, EV chargers).

      • Notifications and Insights on listing performance.

      Use Case Examples:

      • A Starbucks at “123 Main St, Chicago, IL” is a single Location under the Starbucks brand.

      • A local real estate office with multiple branches will manage each as a separate Location.

      Relationship in Practice: An Example

      Let’s take a real-world style scenario to demonstrate how this structure comes together:

      Company: Acme Auto Group
      Brands: Acme Ford, Acme Chevrolet, Acme Service Centers
      Locations:

      • Acme Ford – Tampa, FL

      • Acme Ford – Orlando, FL

      • Acme Chevrolet – Miami, FL

      • Acme Service Center – Tampa, FL

      Each of the four locations will have their own data, connected to a relevant Brand, all managed under the Acme Auto Group Company account.

      Why It Matters

      Understanding and correctly configuring this hierarchy is crucial for:

      • Efficient management of multi-location and multi-brand businesses.

      • Accuracy and consistency in customer-facing listings.

      • Improved search visibility in Apple Maps and Siri.

      • Streamlined content distribution, such as Showcases and seasonal updates.

      • Enhanced insights and analytics tailored by brand or location.

      Claiming and Managing Structures

      Creating a Company Account:

      • Visit businessconnect.apple.com

      • Sign in with an Apple ID (preferably one associated with the business).

      • Submit business details and verification documents (like business license or utility bill).

      Adding Brands:

      • After company approval, you can add one or more brands.

      • Upload logos, assign categories, and input brand-specific messaging.

      Adding Locations:

      • Manually add or bulk upload locations via spreadsheet.

      • You can also claim existing Apple Maps listings and assign them to your brand.

      Agency Access:

      If you're managing listings on behalf of clients, Apple allows agencies to use the “Agency Portal” to manage multiple businesses from a single login.