Abstract: Described herein are systems and methods for monitoring competitive performance of brands. In one embodiment, a method includes aggregating data from a plurality of content sources, the aggregated data being descriptive of a plurality of content items. The aggregated data is filtered based at least partially on a brand identifier to identify a subset of the plurality of content items within the aggregated data. For each content item of the subset, an associated ontological record is generated, each ontological record including an identifier of its associated content item, an identifier of an associated content source of the plurality of content sources from which the content item is sourced, and a descriptor of a relationship between the associated content item and one or more content items of the subset.