Tough Question

Say you're interviewing at GS/JPM/MS and they ask why them compared to the other 2 or even mid tier BB. What would you say? I'm not looking for an exact written up answer, but what are some things I should do to guide my research and prepare a solid answer to this question? Because it's easy to answer why GS/JPM/MS etc., but if they ask you to compare them to a mid tier BB or one of the other 2 biggest competitors, it's hard to generate a memorable response. Have an interview with one of these three coming up and want to be prepared for anything. Any help would be greatly appreciated. Thanks in advance