The linkage

Whether the brand comes to mind in that situation.

The part

What it is

Measured by asking who they would consider when the situation arises, unprompted. This is the operational form of awareness.

A brand strongly linked to one situation and absent from four others has a specific, addressable growth path.

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.

Retrieved
Share who name the brand in this situation, unprompted.
Percentage shared type
Situation
Which entry point the reading applies to.
Reference shared type
Also named
Which competitors are retrieved for the same situation.
Entity shared type