1. A process for reporting identified items of interest associated with a brand associated with an identity of an entity, the process comprising: generating, by a computer, a seed document containing criteria representative of items of interest representative of a brand associated with an identity of a selected entity, wherein the items of interest are associated with the identity of the selected entity by a policy for associating items of interest with brand indicia of predetermined entities; receiving, by the computer, the seed document containing the criteria into a repository to initialize the repository, wherein the repository comprises information describing brand indicia representative of the selected entity; analyzing, by the computer, a selected source material using the criteria in the seed document in combination with the repository, by selectively applying adapters associated with specific types of content contained within the selected source material to perform analysis including semantic analysis and pattern matching; responsive to the analysis, the computer identifying a set of items of interest in the selected source material that meet the criteria representative of items of interest associated with the selected entity to form an identified set of items of interest; and generating, by the computer, a report wherein the report includes the identified set of items of interest.