Awareness · The comparison · Element
The relative position
Where the brand sits against the set.
The part
What it is
Rank and distance both matter. Being second by a small margin and second by a large one are different situations.
Share of unprompted mentions is the cleanest single expression of relative standing.
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.