Associations · The scoring · Element
The uniqueness
Whether anyone else could claim the same association.
The part
What it is
A strong favourable association shared with every competitor is a category association and contributes nothing to choice.
Tested by asking which brands the association applies to rather than by asking about this brand alone.
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.