diff --git a/apps/load_and_launch_browsertest.cc b/apps/load_and_launch_browsertest.cc
index af9c7d87501016..bd3511517c1754 100644
--- a/apps/load_and_launch_browsertest.cc
+++ b/apps/load_and_launch_browsertest.cc
@@ -11,6 +11,7 @@
 #include "base/stl_util.h"
 #include "base/strings/utf_string_conversions.h"
 #include "base/test/test_timeouts.h"
+#include "build/branding_buildflags.h"
 #include "build/build_config.h"
 #include "chrome/browser/apps/platform_apps/app_browsertest_util.h"
 #include "chrome/browser/extensions/extension_browsertest.h"
@@ -190,7 +191,7 @@ IN_PROC_BROWSER_TEST_F(LoadAndLaunchExtensionBrowserTest,
   const std::vector<base::string16>* errors =
       extensions::LoadErrorReporter::GetInstance()->GetErrors();
 
-#if defined(GOOGLE_CHROME_BUILD)
+#if BUILDFLAG(GOOGLE_CHROME_BRANDING)
   // The error is skipped on official builds.
   EXPECT_TRUE(errors->empty());
 #else
diff --git a/docs/google_chrome_branded_builds.md b/docs/google_chrome_branded_builds.md
index 6decbd76d0cb0f..95a2d76afddf84 100644
--- a/docs/google_chrome_branded_builds.md
+++ b/docs/google_chrome_branded_builds.md
@@ -11,7 +11,7 @@ license.
 
 Therefore, if you want to add a trademarked resource, check it into the
 internal repository, and pick a resource based on the branding
-(`is_chrome_branded` in GN, `#if defined(GOOGLE_CHROME_BUILD)` in cpp). If
+(`is_chrome_branded` in GN, `#if BUILDFLAG(GOOGLE_CHROME_BRANDING)` in cpp). If
 possible, check an open source version into Chromium, so the feature
 continues to work as expected in the open source build.
 
diff --git a/google_apis/BUILD.gn b/google_apis/BUILD.gn
index 9069f08949b867..25b7289599467c 100644
--- a/google_apis/BUILD.gn
+++ b/google_apis/BUILD.gn
@@ -135,6 +135,7 @@ template("google_apis_tmpl") {
     deps = [
       "//base",
       "//base/third_party/dynamic_annotations",
+      "//build:branding_buildflags",
       "//crypto",
       "//mojo/public/cpp/bindings:struct_traits",
       "//services/network/public/cpp",
@@ -231,6 +232,7 @@ test("google_apis_unittests") {
     ":test_support",
     "//base",
     "//base/test:test_support",
+    "//build:branding_buildflags",
     "//testing/gmock",
     "//testing/gtest",
   ]
diff --git a/google_apis/google_api_keys.cc b/google_apis/google_api_keys.cc
index 85ae25ec9f0656..d01ef89f6a8681 100644
--- a/google_apis/google_api_keys.cc
+++ b/google_apis/google_api_keys.cc
@@ -16,13 +16,14 @@
 #include "base/lazy_instance.h"
 #include "base/logging.h"
 #include "base/strings/stringize_macros.h"
+#include "build/branding_buildflags.h"
 #include "google_apis/gaia/gaia_switches.h"
 
 #if defined(OS_MACOSX)
 #include "google_apis/google_api_keys_mac.h"
 #endif
 
-#if defined(GOOGLE_CHROME_BUILD) || defined(USE_OFFICIAL_GOOGLE_API_KEYS)
+#if BUILDFLAG(GOOGLE_CHROME_BRANDING) || defined(USE_OFFICIAL_GOOGLE_API_KEYS)
 #include "google_apis/internal/google_chrome_api_keys.h"
 #include "google_apis/internal/metrics_signing_key.h"
 #endif
@@ -252,7 +253,7 @@ class APIKeyCache {
     }
 #endif
 
-#if !defined(GOOGLE_CHROME_BUILD)
+#if !BUILDFLAG(GOOGLE_CHROME_BRANDING)
     // Don't allow using the environment to override API keys for official
     // Google Chrome builds. There have been reports of mangled environments
     // affecting users (crbug.com/710575).
@@ -270,7 +271,7 @@ class APIKeyCache {
     }
 
     if (key_value == DUMMY_API_TOKEN) {
-#if defined(GOOGLE_CHROME_BUILD)
+#if BUILDFLAG(GOOGLE_CHROME_BRANDING)
       // No key should be unset in an official build except the
       // GOOGLE_DEFAULT_* keys.  The default keys don't trigger this
       // check as their "unset" value is not DUMMY_API_TOKEN.
@@ -362,7 +363,7 @@ std::string GetSpdyProxyAuthValue() {
 }
 
 bool IsGoogleChromeAPIKeyUsed() {
-#if defined(GOOGLE_CHROME_BUILD) || defined(USE_OFFICIAL_GOOGLE_API_KEYS)
+#if BUILDFLAG(GOOGLE_CHROME_BRANDING) || defined(USE_OFFICIAL_GOOGLE_API_KEYS)
   return true;
 #else
   return false;
diff --git a/google_apis/google_api_keys_mac_unittest.mm b/google_apis/google_api_keys_mac_unittest.mm
index ae0d4c13e314d3..dc1a3ae4db851e 100644
--- a/google_apis/google_api_keys_mac_unittest.mm
+++ b/google_apis/google_api_keys_mac_unittest.mm
@@ -14,6 +14,7 @@
 
 #include "base/mac/bundle_locations.h"
 #include "base/macros.h"
+#include "build/branding_buildflags.h"
 #include "build/build_config.h"
 #include "google_apis/gaia/gaia_switches.h"
 #include "testing/gtest/include/gtest/gtest.h"
@@ -37,7 +38,10 @@
 
 // After this test, for the remainder of this compilation unit, we
 // need official keys to not be used.
-#undef GOOGLE_CHROME_BUILD
+#undef BUILDFLAG_INTERNAL_CHROMIUM_BRANDING
+#undef BUILDFLAG_INTERNAL_GOOGLE_CHROME_BRANDING
+#define BUILDFLAG_INTERNAL_CHROMIUM_BRANDING() (1)
+#define BUILDFLAG_INTERNAL_GOOGLE_CHROME_BRANDING() (0)
 #undef USE_OFFICIAL_GOOGLE_API_KEYS
 
 // Override some keys using both preprocessor defines and Info.plist entries.
diff --git a/google_apis/google_api_keys_unittest.cc b/google_apis/google_api_keys_unittest.cc
index 77c3c84674fce3..669be144d6dfb6 100644
--- a/google_apis/google_api_keys_unittest.cc
+++ b/google_apis/google_api_keys_unittest.cc
@@ -13,6 +13,7 @@
 #include "google_apis/google_api_keys_unittest.h"
 
 #include "base/stl_util.h"
+#include "build/branding_buildflags.h"
 #include "build/build_config.h"
 #include "google_apis/gaia/gaia_switches.h"
 
@@ -88,7 +89,7 @@ void GoogleAPIKeysTest::TearDown() {
 // This is the default baked-in value for OAuth IDs and secrets.
 static const char kDummyToken[] = "dummytoken";
 
-#if defined(GOOGLE_CHROME_BUILD) || defined(USE_OFFICIAL_GOOGLE_API_KEYS)
+#if BUILDFLAG(GOOGLE_CHROME_BRANDING) || defined(USE_OFFICIAL_GOOGLE_API_KEYS)
 // Test official build behavior, since we are in a checkout where this
 // is possible.
 namespace official_build {
@@ -186,11 +187,15 @@ TEST_F(GoogleAPIKeysTest, OfficialKeys) {
   EXPECT_NE(DUMMY_API_TOKEN, secret_remoting_host);
   EXPECT_NE(kDummyToken, secret_remoting_host);
 }
-#endif  // defined(GOOGLE_CHROME_BUILD) || defined(USE_OFFICIAL_GOOGLE_API_KEYS)
+#endif  // BUILDFLAG(GOOGLE_CHROME_BRANDING) ||
+        // defined(USE_OFFICIAL_GOOGLE_API_KEYS)
 
 // After this test, for the remainder of this compilation unit, we
 // need official keys to not be used.
-#undef GOOGLE_CHROME_BUILD
+#undef BUILDFLAG_INTERNAL_CHROMIUM_BRANDING
+#undef BUILDFLAG_INTERNAL_GOOGLE_CHROME_BRANDING
+#define BUILDFLAG_INTERNAL_CHROMIUM_BRANDING() (1)
+#define BUILDFLAG_INTERNAL_GOOGLE_CHROME_BRANDING() (0)
 #undef USE_OFFICIAL_GOOGLE_API_KEYS
 
 // Test the set of keys temporarily baked into Chromium by default.
@@ -398,7 +403,7 @@ TEST_F(GoogleAPIKeysTest, OverrideAllKeys) {
   EXPECT_EQ("SECRET_REMOTING_HOST", secret_remoting_host);
 }
 
-#if !defined(GOOGLE_CHROME_BUILD)
+#if !BUILDFLAG(GOOGLE_CHROME_BRANDING)
 
 // Override all keys using both preprocessor defines and environment
 // variables.  The environment variables should win.
@@ -488,7 +493,7 @@ TEST_F(GoogleAPIKeysTest, OverrideAllKeysUsingEnvironment) {
   EXPECT_EQ("env-SECRET_REMOTING_HOST", secret_remoting_host);
 }
 
-#endif  // !defined(GOOGLE_CHROME_BUILD)
+#endif  // !BUILDFLAG(GOOGLE_CHROME_BRANDING)
 
 #if defined(OS_IOS)
 // Override all keys using both preprocessor defines and setters.
diff --git a/gpu/config/BUILD.gn b/gpu/config/BUILD.gn
index 32996e88e89219..acaa734e415403 100644
--- a/gpu/config/BUILD.gn
+++ b/gpu/config/BUILD.gn
@@ -155,6 +155,7 @@ jumbo_source_set("config_sources") {
   deps = [
     ":process_json",
     "//base",
+    "//build:branding_buildflags",
     "//gpu/ipc/common:gpu_preferences_interface",
     "//media:media_buildflags",
     "//third_party/re2",
diff --git a/gpu/config/gpu_info_collector_win.cc b/gpu/config/gpu_info_collector_win.cc
index 111220f8c7a5b1..19d4dc342d8c7d 100644
--- a/gpu/config/gpu_info_collector_win.cc
+++ b/gpu/config/gpu_info_collector_win.cc
@@ -41,6 +41,7 @@
 #include "base/threading/thread.h"
 #include "base/trace_event/trace_event.h"
 #include "base/win/scoped_com_initializer.h"
+#include "build/branding_buildflags.h"
 #include "gpu/config/nvml_info.h"
 #include "third_party/vulkan/include/vulkan/vulkan.h"
 
@@ -158,7 +159,7 @@ std::string GetDeviceFileTimeProperty(DEVINST dev_inst,
 
 }  // namespace
 
-#if defined(GOOGLE_CHROME_BUILD) && defined(OFFICIAL_BUILD)
+#if BUILDFLAG(GOOGLE_CHROME_BRANDING) && defined(OFFICIAL_BUILD)
 // This function has a real implementation for official builds that can
 // be found in src/third_party/amd.
 bool GetAMDSwitchableInfo(bool* is_switchable,
diff --git a/headless/BUILD.gn b/headless/BUILD.gn
index b7472745b9e9b2..a202f16e480364 100644
--- a/headless/BUILD.gn
+++ b/headless/BUILD.gn
@@ -813,6 +813,7 @@ if (is_win) {
     ]
     deps = [
       ":headless_non_renderer",
+      "//build:branding_buildflags",
       "//components/services/pdf_compositor/public/cpp:manifest",
       "//components/services/pdf_compositor/public/mojom",
       "//content:sandbox_helper_win",
@@ -849,6 +850,7 @@ if (is_win) {
     ]
     deps = [
       ":headless_renderer",
+      "//build:branding_buildflags",
       "//content/public/child:child",
       "//net",
       "//ui/base",
@@ -895,6 +897,7 @@ jumbo_static_library("headless_shell_lib") {
 
   deps = [
     ":headless_renderer",
+    "//build:branding_buildflags",
     "//components/os_crypt",
     "//components/security_state/content",
     "//components/services/pdf_compositor/public/cpp:manifest",
diff --git a/headless/app/headless_shell.cc b/headless/app/headless_shell.cc
index 6bfa26992dc67b..e423696fa9685b 100644
--- a/headless/app/headless_shell.cc
+++ b/headless/app/headless_shell.cc
@@ -23,6 +23,7 @@
 #include "base/strings/utf_string_conversions.h"
 #include "base/task/post_task.h"
 #include "base/task_runner_util.h"
+#include "build/branding_buildflags.h"
 #include "build/build_config.h"
 #include "cc/base/switches.h"
 #include "components/os_crypt/os_crypt_switches.h"
@@ -672,7 +673,7 @@ int HeadlessShellMain(int argc, const char** argv) {
     return EXIT_FAILURE;
 
 // Crash reporting in headless mode is enabled by default in official builds.
-#if defined(GOOGLE_CHROME_BUILD)
+#if BUILDFLAG(GOOGLE_CHROME_BRANDING)
   builder.SetCrashReporterEnabled(true);
   base::FilePath dumps_path;
   base::PathService::Get(base::DIR_TEMP, &dumps_path);
diff --git a/media/audio/BUILD.gn b/media/audio/BUILD.gn
index d8ae83ce63aafd..35fd1d7da0adfb 100644
--- a/media/audio/BUILD.gn
+++ b/media/audio/BUILD.gn
@@ -279,6 +279,8 @@ source_set("audio") {
       "pulse/pulse_util.h",
     ]
 
+    deps += [ "//build:branding_buildflags" ]
+
     if (link_pulseaudio) {
       configs += [ ":libpulse" ]
     } else {
diff --git a/media/audio/pulse/pulse_util.cc b/media/audio/pulse/pulse_util.cc
index 97debbdbc07731..66d7149bfecc34 100644
--- a/media/audio/pulse/pulse_util.cc
+++ b/media/audio/pulse/pulse_util.cc
@@ -13,6 +13,7 @@
 #include "base/logging.h"
 #include "base/macros.h"
 #include "base/memory/ptr_util.h"
+#include "build/branding_buildflags.h"
 #include "media/audio/audio_device_description.h"
 #include "media/base/audio_timestamp_helper.h"
 
@@ -30,7 +31,7 @@ namespace pulse {
 
 namespace {
 
-#if defined(GOOGLE_CHROME_BUILD)
+#if BUILDFLAG(GOOGLE_CHROME_BRANDING)
 static const char kBrowserDisplayName[] = "google-chrome";
 #else
 static const char kBrowserDisplayName[] = "chromium-browser";
diff --git a/net/http/BUILD.gn b/net/http/BUILD.gn
index 3799a9fcbe30a3..22ec5deed0136f 100644
--- a/net/http/BUILD.gn
+++ b/net/http/BUILD.gn
@@ -73,6 +73,7 @@ source_set("transport_security_state_generated_files") {
   ]
 
   deps = [
+    "//build:branding_buildflags",
     "//net:net_deps",
     "//net:net_public_deps",
     "//net/dns",
diff --git a/net/http/transport_security_state.cc b/net/http/transport_security_state.cc
index 275553cd42b393..baa8ec7d7c5bec 100644
--- a/net/http/transport_security_state.cc
+++ b/net/http/transport_security_state.cc
@@ -25,6 +25,7 @@
 #include "base/time/time.h"
 #include "base/time/time_to_iso8601.h"
 #include "base/values.h"
+#include "build/branding_buildflags.h"
 #include "build/build_config.h"
 #include "crypto/sha2.h"
 #include "net/base/hash_value.h"
@@ -411,7 +412,7 @@ TransportSecurityState::TransportSecurityState()
       sent_expect_ct_reports_cache_(kMaxReportCacheEntries) {
 // Static pinning is only enabled for official builds to make sure that
 // others don't end up with pins that cannot be easily updated.
-#if !defined(GOOGLE_CHROME_BUILD) || defined(OS_ANDROID) || defined(OS_IOS)
+#if !BUILDFLAG(GOOGLE_CHROME_BRANDING) || defined(OS_ANDROID) || defined(OS_IOS)
   enable_static_pins_ = false;
   enable_static_expect_ct_ = false;
 #endif
diff --git a/remoting/host/BUILD.gn b/remoting/host/BUILD.gn
index c3ab224b5a08f1..bbd15b2895dfe2 100644
--- a/remoting/host/BUILD.gn
+++ b/remoting/host/BUILD.gn
@@ -527,6 +527,7 @@ source_set("unit_tests") {
   deps = [
     ":common",
     ":test_support",
+    "//build:branding_buildflags",
     "//remoting/host/file_transfer:unit_tests",
     "//remoting/host/it2me:common",
     "//remoting/host/native_messaging",
diff --git a/remoting/host/host_attributes.cc b/remoting/host/host_attributes.cc
index 4922af35ab6a4d..e52f590860e989 100644
--- a/remoting/host/host_attributes.cc
+++ b/remoting/host/host_attributes.cc
@@ -44,7 +44,7 @@ inline constexpr bool IsDebug() {
 }
 
 inline constexpr bool IsChromeBranded() {
-#if defined(GOOGLE_CHROME_BUILD)
+#if BUILDFLAG(GOOGLE_CHROME_BRANDING)
   return true;
 #elif BUILDFLAG(CHROMIUM_BRANDING)
   return false;
diff --git a/remoting/host/resources_unittest.cc b/remoting/host/resources_unittest.cc
index 518550d0be3517..b29f70cb6ec449 100644
--- a/remoting/host/resources_unittest.cc
+++ b/remoting/host/resources_unittest.cc
@@ -4,6 +4,7 @@
 
 #include "remoting/host/resources.h"
 
+#include "build/branding_buildflags.h"
 #include "build/build_config.h"
 #include "remoting/base/string_resources.h"
 #include "testing/gtest/include/gtest/gtest.h"
@@ -25,11 +26,11 @@ class ResourcesTest : public testing::Test {
 // TODO(alexeypa): Reenable the test once http://crbug.com/269143 (ChromeOS) and
 // http://crbug.com/268043 (MacOS) are fixed.
 TEST_F(ResourcesTest, DISABLED_ProductName) {
-#if defined(GOOGLE_CHROME_BUILD)
+#if BUILDFLAG(GOOGLE_CHROME_BRANDING)
   std::string expected_product_name = "Chrome Remote Desktop";
-#else  // defined(GOOGLE_CHROME_BUILD)
+#else   // BUILDFLAG(GOOGLE_CHROME_BRANDING)
   std::string expected_product_name = "Chromoting";
-#endif  // !defined(GOOGLE_CHROME_BUILD)
+#endif  // BUILDFLAGdefined(GOOGLE_CRANDING)
 
   // Chrome-style i18n is not used on Windows or Android.
 #if defined(OS_WIN) || defined(OS_ANDROID)
diff --git a/remoting/host/token_validator_factory_impl.cc b/remoting/host/token_validator_factory_impl.cc
index b209068d4deb2c..3ef1915d9eb41d 100644
--- a/remoting/host/token_validator_factory_impl.cc
+++ b/remoting/host/token_validator_factory_impl.cc
@@ -19,6 +19,7 @@
 #include "base/strings/string_util.h"
 #include "base/strings/stringize_macros.h"
 #include "base/values.h"
+#include "build/branding_buildflags.h"
 #include "crypto/random.h"
 #include "net/base/elements_upload_data_stream.h"
 #include "net/base/escape.h"
@@ -91,7 +92,7 @@ void TokenValidatorImpl::StartValidateRequest(const std::string& token) {
       third_party_auth_config_.token_validation_url, net::DEFAULT_PRIORITY,
       this, MISSING_TRAFFIC_ANNOTATION);
 
-#if defined(GOOGLE_CHROME_BUILD)
+#if BUILDFLAG(GOOGLE_CHROME_BRANDING)
   std::string app_name = "Chrome Remote Desktop";
 #else
   std::string app_name = "Chromoting";
diff --git a/ui/base/mpris/BUILD.gn b/ui/base/mpris/BUILD.gn
index 7ffb7c04a034cf..3177b4144c2cb9 100644
--- a/ui/base/mpris/BUILD.gn
+++ b/ui/base/mpris/BUILD.gn
@@ -15,6 +15,7 @@ component("mpris") {
 
   deps = [
     "//base",
+    "//build:branding_buildflags",
     "//components/dbus/thread_linux",
     "//dbus",
   ]
diff --git a/ui/base/mpris/mpris_service.cc b/ui/base/mpris/mpris_service.cc
index f9f4df020bcb2e..da8ef2fb76d710 100644
--- a/ui/base/mpris/mpris_service.cc
+++ b/ui/base/mpris/mpris_service.cc
@@ -4,11 +4,12 @@
 
 #include "ui/base/mpris/mpris_service.h"
 
+#include "build/branding_buildflags.h"
 #include "ui/base/mpris/mpris_service_impl.h"
 
 namespace mpris {
 
-#if defined(GOOGLE_CHROME_BUILD)
+#if BUILDFLAG(GOOGLE_CHROME_BRANDING)
 const char kMprisAPIServiceNamePrefix[] =
     "org.mpris.MediaPlayer2.chrome.instance";
 #else
diff --git a/ui/base/mpris/mpris_service_impl.cc b/ui/base/mpris/mpris_service_impl.cc
index 0ba6bab4ce6889..2f9ee2eddb0a4b 100644
--- a/ui/base/mpris/mpris_service_impl.cc
+++ b/ui/base/mpris/mpris_service_impl.cc
@@ -12,6 +12,7 @@
 #include "base/process/process.h"
 #include "base/unguessable_token.h"
 #include "base/values.h"
+#include "build/branding_buildflags.h"
 #include "components/dbus/thread_linux/dbus_thread_linux.h"
 #include "dbus/bus.h"
 #include "dbus/exported_object.h"
@@ -123,7 +124,7 @@ void MprisServiceImpl::InitializeProperties() {
   media_player2_properties_["CanRaise"] = base::Value(false);
   media_player2_properties_["HasTrackList"] = base::Value(false);
 
-#if defined(GOOGLE_CHROME_BUILD)
+#if BUILDFLAG(GOOGLE_CHROME_BRANDING)
   media_player2_properties_["Identity"] = base::Value("Chrome");
 #else
   media_player2_properties_["Identity"] = base::Value("Chromium");
diff --git a/ui/base/now_playing/BUILD.gn b/ui/base/now_playing/BUILD.gn
index 8dca44bbb21a3b..2e2366a2b5c80c 100644
--- a/ui/base/now_playing/BUILD.gn
+++ b/ui/base/now_playing/BUILD.gn
@@ -2,6 +2,8 @@
 # Use of this source code is governed by a BSD-style license that can be
 # found in the LICENSE file.
 
+assert(is_mac, "This code is macOS-only.")
+
 config("media_player_weak_link") {
   ldflags = [
     "-weak_framework",
@@ -33,6 +35,7 @@ component("now_playing") {
 
   deps = [
     "//base",
+    "//build:branding_buildflags",
   ]
 
   libs = [ "Foundation.framework" ]
diff --git a/ui/base/now_playing/now_playing_info_center_delegate_cocoa.mm b/ui/base/now_playing/now_playing_info_center_delegate_cocoa.mm
index fcec2dea3a7cda..7ee48e2ef69d7f 100644
--- a/ui/base/now_playing/now_playing_info_center_delegate_cocoa.mm
+++ b/ui/base/now_playing/now_playing_info_center_delegate_cocoa.mm
@@ -7,6 +7,7 @@
 #import <MediaPlayer/MediaPlayer.h>
 
 #include "base/mac/scoped_nsobject.h"
+#include "build/branding_buildflags.h"
 
 @interface NowPlayingInfoCenterDelegateCocoa ()
 
@@ -49,7 +50,7 @@ - (void)initializeNowPlayingInfoValues {
                       forKey:MPNowPlayingInfoPropertyPlaybackRate];
   [nowPlayingInfo_ setObject:[NSNumber numberWithDouble:0]
                       forKey:MPMediaItemPropertyPlaybackDuration];
-#if defined(GOOGLE_CHROME_BUILD)
+#if BUILDFLAG(GOOGLE_CHROME_BRANDING)
   [nowPlayingInfo_ setObject:@"Chrome" forKey:MPMediaItemPropertyTitle];
 #else
   [nowPlayingInfo_ setObject:@"Chromium" forKey:MPMediaItemPropertyTitle];