Sub-brands let you track AI visibility for individual product lines, series, and SKUs within your brand — so you can see not just how your brand performs overall, but how specific products are mentioned, cited, and positioned across AI platforms.
What are sub-brands?
A sub-brand is a product-level entity that lives inside a parent brand in Scrunch. Think of it as a way to break your brand's AI visibility data down to the level that matters for your business.
Examples of how customers use sub-brands:
A consumer electronics brand tracking MacBook Pro and iPad Air separately under Apple
An auto brand monitoring Prius, Camry, and RAV4 under Toyota
A software company tracking Enterprise, Teams, and Free editions as distinct sub-brands
Sub-brands support three tiers of hierarchy:
Product Line — the top level (e.g., MacBook)
Product Series — a grouping within a line (e.g., MacBook Pro)
SKU — an individual product variant (e.g., MacBook Pro M5-Max)
You can nest them: a Product Series can have a parent Product Line, and an SKU can sit under a Product Series.
What data do sub-brands track?
Once configured, each sub-brand gets its own analytics dashboard showing:
Presence — how often the sub-brand appears in AI responses
Position — whether it's mentioned as the sole recommendation, top pick, middle, or lower in the list
Citations — which web pages are being cited when AI mentions the sub-brand
Sentiment — positive, neutral, or negative tone in responses
Competitive presence — how the sub-brand performs against tracked competitors
This is all separate from the parent brand's dashboard, so you can compare performance across your product portfolio.
How Scrunch identifies sub-brand mentions
Scrunch matches sub-brand mentions using the name you provide, plus any alternative names you configure. For example, if your sub-brand is "MacBook Pro" you might add "MacBook M5 Pro" and "Macbook M5 Pro Max" as alternative names so Scrunch catches all the ways AI models refer to it.
You can also associate specific URLs with a sub-brand (e.g., apple.com/macbook-pro/) to improve citation matching.
By default, matching is case-insensitive.
You can enable case-sensitive matching if your product name is an acronym or abbreviation where capitalization matters.
Suggested sub-brands
Scrunch analyzes your existing AI response data and surfaces sub-brands it detects but isn't yet tracking. These appear in Insights → Suggested Sub-Brands.
For each suggestion, you can:
Review it to see the proposed name, alternative names, and description
Accept it to add it to your tracked sub-brands (and adjust details before saving)
Dismiss it if it's not relevant
Dismissing a suggestion removes it permanently. If you have a long backlog, there's a Dismiss all option to clear suggestions in bulk.
Setting up sub-brands
Sub-brands are managed inside a brand's configuration, not at the organization level.
Navigate to your brand and open Configure (the AI Context section)
Scroll to the Sub-Brands section
Click New sub-brand
Fill in:
Name — the primary name Scrunch will match (e.g., Galaxy S)
Alternative names — comma-separated aliases (e.g., Samsung Galaxy S, Galaxy S Series)
Websites — comma-separated URLs associated with this product
Description — optional, for internal reference
Click Create
Viewing sub-brand analytics
You can double-click into any sub-brand through the Discover tab in Scrunch. You can build charts and dashboards scoped entirely to that sub-brand's data — presence, position, citations, and sentiment won't include the parent brand's broader performance.
Permissions
Sub-brands inherit permissions from their parent brand. There's no separate access control per sub-brand.
Users with Viewer access can view sub-brands and their analytics
Users with Editor or Admin access can create, edit, archive, and restore sub-brands
To give a team member access to a sub-brand's data, invite them to the parent brand with the appropriate role.
Archiving and restoring sub-brands
Archiving a sub-brand stops tracking it without deleting historical data. To archive, open the sub-brand in configuration and select the archive option. Archived sub-brands can be restored at any time.