A comparison of a brand against competitors. Can be measured in various ways.

Competitor analysis in marketing is an evaluation of the strengths and weaknesses of contemporary and potential rivals. Competitor analysis supplies both an offensive and defensive decisive context through which to identify opportunities and threats. A  Competitor analysis collects data into one framework to encourage efficient and productive strategy formulation, application, monitoring and adaptation.

See also:
Brand management
Competitive advantage
Competitors
SWOT analysis
Data Collection