---
title: Compare brand attributes
description: Compare attribute mentions in AI answers across your brand and competitors.
canonical_url: https://orchestor.io/docs/en/brand-perception/market
markdown_url: https://orchestor.io/docs/en/brand-perception/market.md
contentType: how-to
---

# Compare brand attributes

Brand perception compares attributes observed in AI answers across brands. Use the attribute table, radar chart, and related sources to examine the differences.

## Read the score

Scores represent relative attribute mention counts. The highest attribute-and-brand count in the displayed data is normalized to 100. Scores do not measure sentiment, product quality, or recommendation probability. Changing the dataset can change a score even when its raw count stays the same.

Missing observations are not evidence of a negative assessment.

## Manage custom attributes

You can add up to 10 custom attributes per brand, rename them, and delete them. Creating an attribute does not create a score. Scores reflect observations in subsequent answers.

## Examine sources

Related URLs were observed in the same AI answers as the attribute. This association does not prove that a page caused the assessment. Read the [AI answers](https://orchestor.io/docs/en/visibility/answers.md) and [citation definitions](https://orchestor.io/docs/en/visibility/sources-citations.md) for context.

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[Documentation index](https://orchestor.io/docs/llms.txt)