In short: The Brand Description defines what the brand is and stays the same; the Project Scope defines what we're doing for it right now and changes as priorities change.
Understanding Brand Description and Project Scope
Zeal 2.0 has two fields, Brand Description and Project Scope, that help teams and AI systems understand and act on brand data with clarity and consistency.
They serve distinct but complementary purposes: one defines what the brand is, the other defines what we are doing for it right now. The examples below use Gucci.
1. Brand Description
Use the Brand Description to give everyone, human and AI, the same accurate starting point on what the brand represents.
It's a neutral, static definition of the brand's fundamental identity: a permanent reference that stays the same across all projects, regardless of the 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.
What it's for:
Source of truth: it acts as the reference for brand identity.
Consistency: it ensures the same brand understanding across teams and AI-driven processes.
Clarity: it prevents confusion between the brand definition and the project focus.
Learn more: Brands Configuration
2. Project Scope
Use the Project Scope to tell Zeal and your analysts what to focus on for this project today.
It's dynamic: it captures the project's current operational priorities, such as what types of content to monitor, which infringements to prioritise, and which product categories or geographies are in scope. Think of it as the "live brief" for the project, evolving 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.
What it's for:
Boundaries: it defines what's currently in or out of scope for the project.
Focus: it helps AI and analysts concentrate on relevant data.
Agility: it can be updated quickly as client priorities change.
Tip: Keep campaign-specific priorities in the Project Scope, not the Brand Description, so the brand definition never needs rewriting when the project changes.
Learn more: How to Improve Data Relevance · Product Line & Products
3. Why the distinction matters
Keeping the two fields separate draws a clear line 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 brand identity and project intent.
Learn more: AI Smart Filtering
Quick reference
If you want to know… | Look at… |
How to describe the brand itself | 1. Brand Description |
How to describe what the project covers now | 2. Project Scope |
Which field to use for what | 3. Why the distinction matters |
Where brands are set up |