In Genezio, a brand is the organization, the product, or the service that you monitor in the answers of answer engines. Each analysis in Genezio starts from a brand, and each metric shows how that brand appears in AI answers. Genezio examines topics, scenarios, conversations, and insights in relation to one brand.

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What a brand represents

A brand is usually one of these items:
  • A company
  • A product
  • A service
  • A platform
Examples:
  • HubSpot
  • Nike
  • Stripe
  • Notion
The brand is the entity that you monitor when users ask questions to answer engines such as ChatGPT, Claude, Gemini, or Perplexity.

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The data of a brand

When you create a brand in Genezio, Genezio collects or makes these items of data. For the procedure, refer to Describe your brand.

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Brand name

The brand name is the official name of the organization, the product, or the service. Example:
Genezio uses this name to find the mentions of the brand in the answers of answer engines.

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Website URL

The website URL is the primary website of the brand. Example:
The website tells Genezio the domain of the brand. Genezio uses it to find the citations that point to the content of the brand.

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Brand description

Genezio writes a short description. The description tells what the brand does and the category of the brand. Example:
HubSpot is a CRM and marketing automation platform designed to help businesses manage customer relationships, marketing campaigns, and sales pipelines.
This description helps Genezio know how the brand must show in conversations.

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Customer profile

Each brand also has a customer profile. The customer profile describes the typical user or buyer. Example:
  • Startup founders
  • Small business owners
  • Marketing teams
Genezio uses this profile to make realistic user questions when it creates scenarios.

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Why the brand is the center of Genezio

Genezio examines the answers of answer engines to find:
  • If the brand shows in the answer
  • How frequently the brand shows
  • Which sources mention the brand
  • How the answer describes the brand
  • Which competitors show together with the brand
Thus, the brand is the reference point for all the visibility measurements. Genezio calculates each insight in relation to one brand. Examples of insights are visibility scores, share of voice, and competitor analysis.

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Many brands in one account

An account can have many brands. This is useful for:
  • Agencies that manage many clients
  • Companies that monitor many products
  • Organizations that monitor many markets
Each brand has its own topics, scenarios, conversations, and insights.

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Companies with many products

If your company has many different products, you can model them in Genezio in two ways. Select the correct way, because it changes how Genezio shows each metric.

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Option 1: one brand for each product

Use this option when each product has its own brand presence in answer engines:
  • Answer engines know the products by their product names.
  • Customers use the product name, not the name of the parent company.
  • Each product has its own competitors.
In this case, make each product a separate brand. Each brand has its own topics, scenarios, AI Recommendations score, Visibility score, and competitors. Example: Microsoft. Do not make one “Microsoft” brand. Make these brands:
  • Microsoft Word: competes with Google Docs, Notion, and others.
  • Microsoft Excel: competes with Google Sheets, Airtable, and others.
  • Microsoft Teams: competes with Slack, Zoom, and others.
Example: Bitdefender. This cybersecurity company has many product lines:
  • Bitdefender Total Security: consumer antivirus. It competes with Norton and McAfee.
  • Bitdefender GravityZone: enterprise endpoint protection. It competes with CrowdStrike and SentinelOne.
Separate brands keep these groups of competitors separate.

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Option 2: one brand with Master Filters

Use this option when the parent brand is strong, but users do not know the products as separate brands:
  • Customers know the company name, not the product names.
  • Answer engines describe the products as products of the parent brand.
  • The products frequently have the same competitors.
In this case, keep all the products in one brand. Use the Master Filters feature of Genezio to filter the data for each product line. The master filter picker shows in the main header. With it, you can change between the product lines, or keep the “all” view for the full brand. Refer to Master Filters for the full configuration.

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One brand without Master Filters

Use one brand, and do not use Master Filters, when:
  • The company name and the product name are the same (for example Notion, Stripe, Slack).
  • You want to measure the visibility of the company, not of each product.
  • Your products have the same competitors and the same buyer persona.

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Quick decision

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Brand users and access

The owner of a Genezio account can invite team members to the full account or to specific brands in the account. Thus, organizations control who can see the analysis of each brand. For example:
  • Growth leads and SEO leads possibly need access to all brands.
  • A client stakeholder possibly needs access to one brand only.
  • An agency can give each team member access to the brand of one client.
For the two access levels, refer to Users.

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Competitor brands

During the analysis, Genezio also finds the competitor brands that show in the same answers. Genezio finds these competitors automatically from:
  • The mentions in the answers
  • The recommendations
  • The comparisons
When you monitor competitors, you can see the position of your brand in the category. Refer to Competitors.

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Example: a brand and its competitors in one answer

The analyzed brand is:
A user asks an answer engine:
The answer engine can give this answer:
Popular CRM tools for startups include HubSpot, Pipedrive, and Salesforce.
In this conversation:
  • HubSpot is the analyzed brand.
  • Pipedrive and Salesforce are the competitors that Genezio finds.
Genezio uses this data in the visibility metrics and in the competitive analysis.

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Next steps

To know how Genezio makes the conversations that measure the visibility of a brand, refer to:

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Brands in the public API

To read and change brands, refer to List brands.