An illustrative embodiment of a computer-implemented process reports identified items of interest associated with brand associated with an identity of an entity by generating a seed document containing criteria representative of items of interest associated with a brand of a selected entity, receiving, the seed document containing the criteria into a repository to initialize the repository, wherein the repository comprises information describing branding representative of the selected entity and analyzing selected source material using the criteria in the seed document in combination with the repository, by selectively applying adapters associated with specific types of content contained within the selected source material to perform analysis including semantic analysis and pattern matching. Responsive to the analysis, identifying a set of items of interest in the selected source material that meet the criteria representative of items of interest associated with the selected entity and generating a report.