8. A computer program product for reporting identified items of interest associated with a brand associated with an identity of an entity, the computer program product comprising: a computer readable storage medium having computer readable program code embodied thereon, the computer readable program code comprising: computer readable program code for 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; computer readable program code for 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; computer readable program code for 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; computer readable program code responsive to the analysis, for identifying, by the computer, 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 computer readable program code for generating, by the computer, a report wherein the report includes the identified set of items of interest, and wherein the computer readable program code for generating further comprises computer readable program code for: filtering a result, by the computer, using a set of rules to form a filtered result; prompting a user, by the computer, to accept or reject an identified item of interest in the filtered result; responsive to receiving an acceptance, the computer increasing a relevancy score associated with the identified item of interest; responsive to receiving a rejection, the computer decreasing the relevancy score associated with the identified item of interest; determining, by the computer, whether a relevancy score associated with the identified item of interest meets a predetermined threshold value; responsive to the relevancy score associated with the identified item of interest not meeting the predetermined threshold value, the computer filtering the result to remove the identified item of interest from the identified set of items of interest in the filtered result to form a remaining set of identified items of interest in the filtered result; linking an identified item of interest in the remaining set of identified items of interest in the filtered result, by the computer, to a corresponding document in the selected source in which the identified item of interest is located; marking the identified item of interest in the remaining set of identified items of interest in the filtered result for review; and updating the repository, by the computer, using information associated with the remaining set of identified items of interest in the filtered result including respective relevancy scores.
8. A computer program product for reporting identified items of interest associated with a brand associated with an identity of an entity, the computer program product comprising: a computer readable storage medium having computer readable program code embodied thereon, the computer readable program code comprising: computer readable program code for 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; computer readable program code for 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; computer readable program code for 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; computer readable program code responsive to the analysis, for identifying, by the computer, 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 computer readable program code for generating, by the computer, a report wherein the report includes the identified set of items of interest, and wherein the computer readable program code for generating further comprises computer readable program code for: filtering a result, by the computer, using a set of rules to form a filtered result; prompting a user, by the computer, to accept or reject an identified item of interest in the filtered result; responsive to receiving an acceptance, the computer increasing a relevancy score associated with the identified item of interest; responsive to receiving a rejection, the computer decreasing the relevancy score associated with the identified item of interest; determining, by the computer, whether a relevancy score associated with the identified item of interest meets a predetermined threshold value; responsive to the relevancy score associated with the identified item of interest not meeting the predetermined threshold value, the computer filtering the result to remove the identified item of interest from the identified set of items of interest in the filtered result to form a remaining set of identified items of interest in the filtered result; linking an identified item of interest in the remaining set of identified items of interest in the filtered result, by the computer, to a corresponding document in the selected source in which the identified item of interest is located; marking the identified item of interest in the remaining set of identified items of interest in the filtered result for review; and updating the repository, by the computer, using information associated with the remaining set of identified items of interest in the filtered result including respective relevancy scores. 13. The computer program product of claim 8 , wherein the item of interest is determined by a relevancy of an item located in a source material based on criteria derived from the seed document.