Awareness · The comparison · Element
The relative trend
How the position is moving against the category.
The part
What it is
The absolute trend flatters during category growth and alarms during category decline, in both cases misleadingly.
The relative trend is the number that should reach the board.
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.
The other elements in the comparison
The competitor set
Which brands are measured alongside.
LearnThe relative position
Where the brand sits against the set.
Learn