The gap

The distance between recognition and recall.

The part

What it is

A wide gap means the brand is familiar and not linked to the situations that produce demand. That is a distinctiveness problem rather than a reach problem.

A narrow gap at a low level means the brand is simply not known, which is a reach problem and costs more to fix.

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.