Marketers identify competitors by determining the competitive frame of reference which defines which other brands a product competes with. They identify competitors by looking at category membership and what products are close substitutes. Examples include PepsiCo seeing Coca-Cola's Dasani as a competitor to Aquafina, and Citigroup viewing Bank of America as a major banking competitor. Analyzing competitors involves gathering information on their strengths and weaknesses, what they seek to achieve in the market, and what drives their behavior.