> For the complete documentation index, see [llms.txt](https://help.saem.io/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://help.saem.io/insight-module/quick-start-insight/brands.md).

# Brands

The brand name you are defining in SAEM Insight works as an identifier of your website in the [Brand Monitoring](/reports-and-metrics/brand-monitoring.md) report. This is the report that shows how well is your brand represented in the first Google SERP in any chosen keyword cluster.

SAEM Insight requires you to define a regular expression for your brand's main domains. This regular expression will be used by our crawler to identify your actual company website when navigating the SERP. 

When adding a new brand, it is necessary to specify:

* Name or alias 
* A [regular expression](#regular-expressions)
* One or many [clusters](/insight-module/quick-start-insight/clusters.md)

{% hint style="info" %}
Make sure you double-check all values when adding a new Brand. They can not be edited. 
{% endhint %}

<figure><img src="https://4198327708-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FIIJRSgwzEG5d6qn2HfgU%2Fuploads%2FqhCXFUwJniZLl1zcQ35L%2Fimage.png?alt=media&amp;token=7eca0d68-9f3f-4bc0-a1b7-227aa093313a" alt=""><figcaption></figcaption></figure>

### **Regular Expressions**

For each keyword, SAEM crawler detects the different steps a user has to navigates from the SERP page to actually reach your website. A regular expressions is used to match the url of yours brand website(s).

A regular expression (also known as Regex) is a sequence of characters that specifies a search pattern in text. Usually, such patterns are used by string-searching algorithms to "find" specific word/s.&#x20;

{% embed url="<https://www.geeksforgeeks.org/write-regular-expressions/>" %}

{% embed url="<https://developer.mozilla.org/en-US/docs/Web/JavaScript/Guide/Regular_Expressions>" %}