The recognition

How strongly the asset is attributed to the brand.

The part

What it is

Measured by showing the element without the name and asking who it belongs to. Fame and uniqueness are separate readings: many people may recognise it, and some of them may name a competitor.

Assets that are widely recognised and misattributed are the most expensive kind, and they are usually category conventions.

The smallest level

The attributes it carries

Each attribute is one of the framework’s shared types. What a date is, and how it is written, is defined once for the whole model — the note here says what it means in this particular place.

Correctly attributed
Share who name this brand when shown the element alone.
Percentage shared type
Misattributed
Share who name a competitor, which is the more alarming number.
Percentage shared type
Measured
When, since attribution moves slowly and needs a baseline.
Date shared type