Documentation / Core concepts

Competitor

A competitor is another brand measured against yours. Aliases are the names engines may use for a competitor's products, so Sparkle can recognize a mention.

Brand workspace, Competitors tab

How it works

Competitors are added in the brand workspace. Share of voice and win counts are calculated against this set.

Parts of a competitor

Name: the company.
Aliases: product names and abbreviations that engines use.

Example

American Express has the aliases Amex, AmEx Business, American Express OPEN, Blue Business Plus and Business Gold Card.

Keeping aliases current

Review aliases when a competitor launches a product, because a missing alias means a real mention may not be counted.

Where you see it

Brand workspace, then Competitors and aliases.

Set it up

Open the brand and choose Competitors.
Add each competitor by name, and add its product names and abbreviations as aliases.
Save changes. Two competitors is the minimum for a comparison. Five to seven sharpens category rank and share of voice.