How to trigger gitlab pipeline when commit to other branches except develop and master, also while merge to master branch?

How to trigger gitlab pipeline when commit to other branches except develop and master, also while merge to master branch?
The below code is not working
rules:
- if: $CI_COMMIT_BRANCH != “master”
- if: $CI_COMMIT_BRANCH != “develop”
- if: $CI_MERGE_REQUEST_TARGET_BRANCH_NAME == “master"