If you have defined your shop to show the product's brand (or other keyword) in its title you can use this value else where in the feeds. For example, you are listing one of your product's in Googlebase with a title of Ercol Furniture - Classic 1950's scortel chair. You can define the brand to be Ercol Furniture by defining you product's brand as !!BrandFromTitle!!. This is shown below:

More Advanced Mashing information can be seen at the following link:

http://www.mole-end.biz/acatalog/PMFAAdvancedInfo.html