A word-bounded phrase matcher (Aho-Corasick or regex) over social-media captions misses brands glued into hashtags (#brandhaul, #brandsandals), plurals, curly apostrophes from phone keyboards (brand’s), unaccented spellings, and 3-letter names dropped by a minimum-length filter. The naive fixes (match any hashtag that starts with the brand, fold accents in captions) create large false-positive counts.