A system, method, and apparatus are provided for disambiguating organization names. Selected names that are shared among multiple organizations may or may not be categorized or characterized (e.g., by industry, by size, by reach). As content items are received (e.g., news stories, magazine articles, social media content), occurrences of the selected names are identified. Each item that includes at least one name is processed to determine which of the multiple entities that have the name (if any) is the organization referenced or mentioned in the item. The same model may be applied to disambiguate all names or, depending on the name's categorization, different models or procedures may be applied to disambiguate the name.