Naver Brand Search Ads: A Guide for Foreign Brands

A shopper who searches your brand on Naver can land on your site, a review blog, or a competitor's ad. Brand Search exists to control that first result.

It's one of Naver's least-understood products, partly because it looks nothing like a Google ad. This guide covers what it is, who can buy it, and when it earns its fee.

What is Naver Brand Search (브랜드검색)?

Brand Search is a Naver Search Ad product that shows one branded block above the organic and other paid results when a user searches a brand keyword. It's sold as a fixed-price campaign, not an auction. Naver's corporate site lists brand search ads among its search ad formats and describes them as guaranteeing exclusive placement on brand keyword searches.

The block typically carries your logo, a short description, and links to key pages. A richer version adds large images or video.

Because it appears for brand-name searches, it captures people who already know you. It doesn't find new customers.

That's the key distinction from Power Link, which bids on any keyword. Brand Search protects and presents the keywords tied to your name.

You manage it inside Naver Search Ad at searchad.naver.com, the same platform that runs Power Link and Shopping Search.

Who is allowed to buy Naver Brand Search?

Only the brand owner or an authorised representative can buy it, and approval isn't automatic. Naver reviews each keyword before the campaign goes live.

Expect to prove you own or represent the brand. Typical proof is a trademark, an official website, or business registration documents. Naver's exact criteria are set in your Search Ad account.

That matters for foreign brands. A Korean-language brand name with no presence on Naver may be harder to approve.

How does Naver Brand Search pricing work?

You pay a fixed fee for a contract period, and the fee depends on how often your brand keywords are searched. There's no bidding and no cost per click.

Adding high-volume brand keywords can raise the fee. Contract length and minimum fee are set by Naver, and agencies quote different floors.

Don't copy a number from a blog into a budget. Naver sets the rate for your specific keywords, and it's visible in your account.

A small brand name with few searches costs little. A well-known name costs more, because more people see the block.

What formats does Naver Brand Search offer?

There are two main formats: a basic one with a logo, description, and links, and a multimedia one with large imagery or video. Naver's Korean names are 기본형 and 멀티미디어형.

The basic format is a brand logo, a short description, and a few links. The multimedia format adds a large image or video and more clickable links.

One is a clean listing, the other is a mini landing page on the results page.

Check which formats and sizes Naver offers on PC and mobile before you commission creative. Layouts are specified in the ad account, and this guide doesn't cover them.

How is Brand Search different from Power Link and Shopping Search?

Brand Search buys a fixed placement on your own brand keywords, Power Link bids per click on any keyword, and Shopping Search lists individual products. They solve different problems.

Here's the comparison:

Our Naver Ads guide walks through the whole Search Ad family. For bidding mechanics, see the Power Link guide.

Shopping Search is a separate system built around product listings, covered in the Naver Shopping Search guide. It's often confused with Brand Search because both appear near the top, but they don't share a buying process.

When is Naver Brand Search worth the money?

It's worth it when shoppers already search your brand and someone else, or a weaker result, is taking that traffic. Without branded demand, the fee buys a very polished empty room.

Two situations make the case. First, competitors bid on your name through Power Link. Second, your organic brand result is thin, with no official site or Naver presence worth clicking.

Claimed uplift figures from ad sellers are self-reported, so measure your own branded search volume before and after.

A launch-stage foreign brand with no Korean search volume has little to protect. Build awareness through Blog, SmartStore, and Place first, then add Brand Search.

The sequence matters more than the spend. Brand Search rewards demand you've already created.

Do you still need organic Naver SEO if you buy Brand Search?

Yes, because Brand Search only covers your brand keywords for the period you pay for. When the contract ends, your organic results are what remain.

The two are complementary. SEO builds long-term credibility, while Brand Search gives immediate, controlled exposure. Organic presence may also help at approval.

That creates a loop. Organic presence can help you qualify, and the ad then frames your brand while organic keeps building.

Most Korea market-entry teams run both, with ads weighted early and organic carrying more as it matures. Our how to sell in Korea playbook lays out where each channel sits in the funnel.

Skipping organic work leaves you paying rent on a result you don't own.

What should foreign brands prepare before buying?

Prepare proof of ownership, a Korean brand name, and a landing page that works on mobile. Those three items decide whether approval is quick and whether the ad converts.

Gather your trademark or business registration documents and your official website details. These are typical proof of ownership, so confirm what your account asks for.

Decide how your brand is written in Hangul, and use it consistently across the ad, your SmartStore, and your Blog. A mismatch can cause approval trouble and confuses shoppers.

Then check where the links lead. A beautiful block pointing at an untranslated page wastes the placement.

If you're unsure which setup fits your market, a free SoulRank audit shows how your brand currently appears on Naver.

Frequently Asked Questions

How much does Naver Brand Search cost?

It's a fixed fee based on your brand keywords' search volume and the contract length. Agencies quote different floors, so don't budget from a blog figure. Naver sets the exact price in your Search Ad account, so check there before budgeting.

Can a foreign brand run Naver Brand Search?

Yes, if you can prove you own or represent the brand. Naver typically asks for documents such as a trademark, an official website, or business registration. Approval isn't guaranteed, and brands with little Naver presence may face more review.

How long does a Brand Search campaign run?

Naver sets the available contract periods, and you choose one when you book. Because pricing is fixed for the period, longer runs lock in a known cost. Confirm available terms in your ad account.

Is Brand Search the same as Power Link?

No. Power Link is per-click bidding on any keyword, while Brand Search is a fixed-fee placement on your brand keywords. Many brands use both: Brand Search to own the brand result, Power Link to reach shoppers who don't know them yet.

Can I buy Brand Search for a competitor's name?

No. It's tied to brand ownership, so you can only buy keywords you own or represent. Bidding on competitors' names is a Power Link tactic, and Naver's keyword rules apply there. Check current policy in your account.

If you want a clear read on how your brand shows up on Naver today, request a free SoulRank audit. For the wider picture, start with our guide to selling in Korea.

Last updated: November 2026