Disclosed is a domain engineering analysis solution that determines relevance of a domain name to a brand name in which a domain name, brand name, and identification of a substring of the domain name may be provided to or obtained by a computer embodying a domain engineering analyzer. A list of features may be determined. The list of features may include a lexicon, or a set of key-value pairs that encode information about terms included as substrings in the domain name. Determining the features may include obtaining a language model for each term, analyzing a cluster of language models closest to the obtained language model, and determining and scoring a relevance of each term to the brand name. The determined relevance and score of each term may be provided to a client. This relevance analysis can be dynamically applied in an online process or proactively applied in an offline process.