Brand
A brand in Presence is a named entity you want to recognize in AI answers: a canonical name plus aliases. Your brand and a competitor are the same kind of record. Each names one main brand it is about, and can mark others as yours so they count toward you. Everything else in that workspace is a competitor. You can file a brand under a parent so views of the parent include the child's mentions.
A brand is not a website. One organization often has several brands, and one brand often spans many sites.