To follow up on my comment, here you go -- you need to use the COALESCE
function:
SELECT P.Id as ProductId, COALESCE(P.ProductName,'Unknown') ProductName,
B.Id as BrandId, COALESCE(B.BrandName,'Unknown') BrandName,
C.Id as ClientId, C.ClientName
FROM Client AS C
LEFT OUTER JOIN Brand AS B
ON C.Id = B.ClientId
LEFT OUTER JOIN Product AS P
ON P.BrandId = B.Id;
And the SQL Fiddle.
BTW -- if you need the negative values instead of NULLs, try this:
SELECT COALESCE(ProductId, productrn*-1) as ProductId,
ProductName,
COALESCE(BrandId, brandrn*-1) as BrandId,
BrandName,
ClientId,
ClientName
FROM (
SELECT
ROW_NUMBER() OVER(ORDER BY P.Id) productrn,
ROW_NUMBER() OVER(ORDER BY B.Id) brandrn,
P.Id as ProductId, COALESCE(P.ProductName,'Unknown') ProductName,
B.Id as BrandId, COALESCE(B.BrandName,'Unknown') BrandName,
C.Id as ClientId, C.ClientName
FROM Client AS C
LEFT OUTER JOIN Brand AS B
ON C.Id = B.ClientId
LEFT OUTER JOIN Product AS P
ON P.BrandId = B.Id
) t;
And more fiddle.
Good luck.