Brands

In Genezio, a brand represents the organization, product, or service whose visibility you want to measure in AI-generated answers.

Every analysis in Genezio is centered around a brand. Topics, scenarios, conversations, and insights are all evaluated in relation to how that brand appears in responses generated by AI systems.

What a Brand Represents

A brand typically corresponds to one of the following:

• a company
• a product
• a service
• a platform

Examples:

• HubSpot
• Nike
• Stripe
• Notion

The brand is the entity whose presence you want to monitor when users ask questions to AI assistants such as ChatGPT, Claude, Gemini, or Perplexity.

Information Associated With a Brand

When you create a brand in Genezio, several pieces of information are collected or generated.

Brand Name

The official name of the organization, product, or service.

Example:

HubSpot

This name is used when detecting mentions inside AI-generated answers.

Website URL

The primary website associated with the brand.

Example:

https://hubspot.com

The website helps Genezio understand the brand's domain and identify citations pointing to the brand's own content.

Brand Description

Genezio generates a short description explaining what the brand does and the category it belongs to.

Example:

HubSpot is a CRM and marketing automation platform designed to help businesses manage customer relationships, marketing campaigns, and sales pipelines.

This description helps the system better understand how the brand should appear in conversations.

Customer Profile

Each brand also has an associated customer profile describing the typical user or buyer.

Example:

• startup founders
• small business owners
• marketing teams

This profile helps generate realistic user questions during scenario creation.

Why Brands Are Central to Genezio

Genezio analyzes AI-generated answers to determine:

• whether the brand appears
• how frequently it appears
• which sources mention the brand
• how the brand is described
• which competitors appear alongside it

Because of this, the brand acts as the reference point for all visibility measurements.

Every insight-such as visibility scores, share of voice, and competitor analysis-is calculated relative to a specific brand.

Multiple Brands

An account can contain multiple brands.

This is useful for:

• agencies managing several clients
• companies tracking multiple products
• organizations monitoring multiple markets

Each brand has its own topics, scenarios, conversations, and insights.

Multi-Product Companies

If your company offers multiple distinct products, there are two ways to model the setup in Genezio. Picking the right one matters — it shapes how every metric gets reported.

Option 1 — Separate Brands per Product

Use this approach when each product has its own brand presence in answer engines:

• the products are well-known to answer engines by their product names
• customers refer to them directly by product name (not by the parent company)
• each product has its own distinct competitors

In this case, model each product as its own brand. Each gets its own topics, scenarios, AI Recommendations and Visibility scores, and competitor landscape.

Example — Microsoft. Rather than creating a single "Microsoft" brand:

• Microsoft Word — competes with Google Docs, Notion, etc.
• Microsoft Excel — competes with Google Sheets, Airtable, etc.
• Microsoft Teams — competes with Slack, Zoom, etc.

Example — Bitdefender. A cybersecurity company with multiple product lines:

• Bitdefender Total Security — consumer antivirus, competes with Norton and McAfee
• Bitdefender GravityZone — enterprise endpoint protection, competes with CrowdStrike and SentinelOne

Separate brands keep these competitive landscapes distinct.

Option 2 — One Brand With Products

Use this approach when your parent brand is strong but the individual products don't carry independent brand recognition:

• customers know the company name, not the product names
• answer engines describe the products as offerings of the parent brand
• products often share competitors

In this case, keep everything as one brand and use Genezio's Products feature to filter the data per product line. A product picker appears in the main header, letting you switch between products — or stay in the brand-wide "all products" view.

See Products for the full setup.

When to Use a Single Brand With No Products

Use a single brand and skip Products entirely when:

• your company name and product name are the same (e.g., Notion, Stripe, Slack)
• you want to measure overall company-level visibility, not product-level
• your products share the same competitors and buyer persona

Quick Decision

Brand Users and Access

Brands in Genezio also have users.

A Genezio account owner can invite team members in two ways:

• to the entire account
• to specific brands inside the account

This allows organizations to control who can access each brand's analysis.

For example:

• growth and SEO leads may need access to all brands
• a client stakeholder may only need access to one brand
• agency team members may be assigned per client brand

Brand-level access helps keep collaboration organized while limiting visibility to the brands each user should work on.

Competitor Brands

During analysis, Genezio also detects competitor brands that appear in the same AI-generated answers.

These competitors are identified automatically based on:

• mentions in responses
• recommendations
• comparisons

Tracking competitors helps you understand how your brand is positioned within the category.

Example

If the brand being analyzed is:

HubSpot

And a user asks an AI assistant:

What CRM should a startup use?

The AI might answer:

Popular CRM tools for startups include HubSpot, Pipedrive, and Salesforce.

In this conversation:

• HubSpot is the analyzed brand
• Pipedrive and Salesforce are detected as competitors

This information contributes to visibility and competitive analysis metrics.

Next Steps

To understand how brands are analyzed in different contexts, see:

• Core Concepts -> Scenarios
• Core Concepts -> Conversations

These pages explain how Genezio generates the AI conversations used to measure brand visibility.