To measure your AI visibility accurately, Klarvu needs to recognize your business, even when AI uses an abbreviation, an alternative name, or links to one of your websites.

You can manage this under "Brand Entities". It's where you update your brand information, add sub-brands, and help Klarvu correctly identify brand mentions and citations.

Find your brand settings

Go to "Settings" → "Configure" → "Brand Entities".

The page includes the description:

"Define your brand, competitors, and sub-brands to track in prompt responses."

You'll find three sections:

"Primary Brand": Your company's names, websites, and description.
"Competitors": The companies you track and compare against.
"Sub-brands": Product lines, ranges, and brand families that sit under your primary brand.

The page always applies to the brand currently selected in Klarvu.

Edit your primary brand

Under "Primary Brand", you'll find your company's information.

Click the row to open "Edit brand".

You can edit the following fields:

Field	What it's used for
"Brand Name"	Your primary brand name, which Klarvu should recognize in AI answers.
"Alternative Brand Names"	Other names, abbreviations, or spellings that should count as mentions of your brand.
"Excluded Names"	Names or phrases that shouldn't count as mentions of your company.
"Case Sensitive Matching"	Determines whether uppercase and lowercase letters must match when recognizing names.
"Brand Website"	Your primary website, which Klarvu uses to recognize citations to your own pages.
"Alternative Brand Websites"	Other websites and domains belonging to your company.
"Brand Description"	A description of your business.
"Primary Brand Location"	The country your brand mainly belongs to. May show "Not set".
"Default Language"	The default language for new prompts on the brand. May show "Not set".

When you've made your changes, click "Update brand" to save them.

Owners and administrators can edit the primary brand.

Alternative names and excluded names

AI doesn't always refer to a business using its exact official name.

It might use an abbreviation, a different spelling, or a name customers commonly use.

Under "Alternative Brand Names", you can add these variations so Klarvu recognizes them too. Enter a name and press Enter to add it.

Sometimes you'll need the opposite.

Imagine your brand is called Atlas, but another company is called Atlas Fitness. If AI discusses the other company, that shouldn't necessarily count as a mention of yours.

You can use "Excluded Names" to specify names and phrases that shouldn't be counted.

By default, Klarvu doesn't distinguish between uppercase and lowercase letters. If capitalization matters for recognizing your brand, enable "Case Sensitive Matching".

Why your website information matters

Klarvu uses "Brand Website" and "Alternative Brand Websites" to identify when AI cites content belonging to your business.

For example, if your company has both a main website and a separate product website, you may want to add both.

Website information is also used when connecting Google Analytics 4.

You can read more in the Sources and AI referrals (GA4) guides.

Add and manage sub-brands

If your company has product lines, ranges, or brand families under one parent brand, you can add them under "Sub-brands".

Click "Add sub-brand" to create one.

You can enter the following information:

Field	What it's used for
"Name"	The sub-brand's name.
"Alternative Names"	Other names or spellings Klarvu should recognize.
"Excluded Names"	Names or phrases that shouldn't count as mentions of the sub-brand.
"Case Sensitive Matching"	Determines whether uppercase and lowercase letters must match.
"Website"	The sub-brand's primary website.
"Alternative Websites"	Other websites belonging to the sub-brand.
"Description"	A short description of the sub-brand.

Click "Save" to save it. Once you've added a sub-brand, you can click it to edit its information or remove it.

If you haven't added any sub-brands, you'll see "No sub-brands added yet."

How are sub-brands used in your metrics?

Sub-brands help you investigate mentions of individual brands within the same company.

In "Dashboards", you can use "Sub-Brand" when working with metrics or breakdowns at the sub-brand level.

For example, you might want to understand how AI describes a particular product family rather than your company as a whole.

The Dashboards guide explains more about metrics and breakdowns.

Manage competitors

Under "Competitors", you'll find the companies you track and compare your brand against.

This is where you can work with competitor names and websites.

For setup instructions, alternative names, and competitor suggestions, see the "Competitors" guide.

Switch between multiple brands

If your organization tracks several companies, you can switch between them using the brand selector in Klarvu.

Open the selector and choose the company you want to work with.

The active brand is marked with a checkmark.

Switching brands lets you work with the selected brand's prompts, metrics, and settings.

Create a new brand

Owners and administrators can create additional brands.

In the brand selector, you'll find "Manage brands", which lists all your organization's brands, and "New brand", which creates a new one. On agency accounts, they're called "Manage clients" and "New client".

On the "Add a brand" page, there are two ways to get started:

Method	What happens
"Quick add"	Enter the brand name and optionally its website. Klarvu doesn't fetch or generate additional information.
"Guided onboarding"	Klarvu fetches the brand's homepage and proposes a description, topics, and a few facts, which you can review and edit before anything is saved.

Open brand creation

Open the brand selector and choose "New brand".

Choose how to create the brand

Use "Quick add" if you only want to enter the basic information.

Choose "Guided onboarding" ("Start guided onboarding") if you'd like Klarvu to help suggest a description and topics.

Review the information

If you choose "Guided onboarding", review the suggestions and correct anything that doesn't fit the business.

Then save the brand.

Switch to your new brand

Find the brand in the brand selector and select it to continue setting it up.

Every new brand automatically receives three ready-made dashboards: "Non-branded", "Topics", and "Citations".

These are explained in the "Dashboards" guide.

Who can change brand information?

Owners and administrators can create brands and edit the primary brand.

Analysts can also work with competitors and sub-brands.

Only users with the "Owner" role can delete a brand.

Frequently asked questions

Why doesn't Klarvu recognize my brand when AI uses a different spelling?

The spelling may not have been added to your brand settings.

Go to "Primary Brand" → "Edit brand", add the variation under "Alternative Brand Names", press Enter, and save using "Update brand".

Why is another company being counted as my brand?

This can happen when companies have identical or similar names.

Use "Excluded Names" to specify names and phrases that shouldn't count as mentions of your company.

Will my historical metrics update when I change my brand names?

No. Changes to names and exclusions apply to newly analyzed answers.

Previously collected answers aren't reanalyzed, so historical metrics don't change automatically.

Can I track multiple brands in the same organization?

Yes. You can create additional brands and switch between them using the brand selector.

Each brand has its own information and dashboards. AI answer collection follows the brand's tracking schedule, which Klarvu helps configure.