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Brands are the names Mentiofy looks for in answers. Your brand is the one the project was created for. Competitors are the other brands in the comparison, up to 20. The dashboard, prompt mentions, and citation checks only score brands on this list. A name that shows up in an answer and is not tracked does not get a row. Editors and the owner can change the display name, website, and color, and can add alternative names. An alternative name is either an exact spelling or a pattern, so a shortened or stylized name still matches. Search covers the name, the website, and alternative names. Viewers can open the page and cannot edit it.