Understanding Brand Description & Project Scope in Zeal 2.0We’ve introduced two new fields — Brand Description and Project Scope — to help teams and AI systems better understand and act on brand data with clarity and consistency.
These two fields serve distinct yet complementary purposes: one defines what the brand is, and the other defines what we are doing for it right now.
Brand DescriptionThe Brand Description provides a neutral, static definition of the brand’s fundamental identity.
It’s a permanent reference that remains the same across all projects — designed to help AI systems and human reviewers align on what the brand represents, regardless of the specific enforcement focus or client request.
Think of it as an encyclopedia-style entry — timeless, factual, and free from campaign-specific language.
Example (Gucci):
Gucci is an Italian luxury fashion house founded in 1921, known for its high-end clothing, leather goods, accessories, and footwear. The brand is recognized for its craftsmanship, distinctive double-G logo, and its fusion of contemporary design with Italian heritage. Gucci products are positioned in the luxury segment and are sold through official boutiques, authorized retailers, and the brand’s e-commerce website.
Purpose:
• Acts as a source of truth for brand identity.
• Ensures consistent brand understanding across teams and AI-driven processes.
• Prevents confusion between brand definition and project focus.
Project ScopeWhile the Brand Description defines what Gucci is, the Project Scope defines what we are doing for Gucci right now.
This field is dynamic — it captures the current operational priorities of a project, such as what types of content to monitor, what infringements to prioritize, and which product categories or geographies are in scope.
Think of it as the "live brief" for the project — something that evolves as client needs, products, or risks change.
Example (Gucci Project Scope):
The project focuses on online anticounterfeiting and unauthorized use of Gucci’s intellectual property.
The client is interested in detecting and removing counterfeit Gucci handbags, footwear, apparel, and accessories from online marketplaces, social media platforms, and independent e-commerce websites.
The project also covers unauthorized use of the Gucci word mark, double-G logo, and pattern designs across digital channels.
Licensed collaborations and second-hand resale listings are reviewed to ensure authenticity and authorized distribution.
Purpose:
• Defines what’s currently in or out of scope for the project.
• Helps AI and analysts focus on relevant data.
• Enables agile updates as client priorities evolve.
Why This MattersTogether, these fields create a clear distinction between brand identity and project activity:
Brand Description | What the brand is | Used by AI and users to understand brand fundamentals |
Project Scope | What we’re doing now | Used to guide discovery, tagging, and enforcement priorities |
By separating these two layers, Zeal ensures that AI systems and reviewers:
• Always start from an accurate, neutral definition of the brand.
• Operate within an explicit, evolving project framework.
• Reduce noise and misclassification by aligning both brand identity and project intent.
