Competitive brands (or the evoked set) are the brands that are considered as alternatives by buyers in a particular market segment.
Occasionally, it is used to mean a (smaller) set of products which a particular seller wishes to be competing with. More rarely, it means the full set of competitors competing in a given market.
Competitive frame is the list of specific brands with which a given brand competes most directly for customers.
- ^ American Marketing Association, AMA Dictionary.