You are looking at the HTML representation of the XML format.
HTML is good for debugging, but is unsuitable for application use.
Specify the format parameter to change the output format.
To see the non HTML representation of the XML format, set format=xml.
See the complete documentation, or API help for more information. 
<?xml version="1.0"?>
<api>
  <query-continue>
    <alllinks galcontinue="Boots" />
  </query-continue>
  <query>
    <pages>
      <page ns="0" title="BRAND NAME" missing="" />
      <page ns="0" title="Balenciaga" missing="" />
      <page ns="0" title="Balmain" missing="" />
      <page ns="0" title="Band of Outsiders" missing="" />
      <page ns="0" title="Barbour" missing="" />
      <page ns="0" title="Birkenstock" missing="" />
      <page ns="0" title="Bonobos" missing="" />
      <page pageid="100" ns="0" title="Banana Republic" />
      <page pageid="256" ns="0" title="Bape" />
      <page pageid="89" ns="0" title="Billionaire Boys Club" />
    </pages>
  </query>
</api>