Awareness · The recall measure · Element
The unprompted
Who names the brand without being shown it.
The part
What it is
Asked by situation rather than by category, because that is how retrieval actually works.
Order matters too: first-named is a materially stronger position than third-named and is worth recording separately.
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 recall measure
The prompted
Who recognises the brand when shown it.
LearnThe gap
The distance between recognition and recall.
Learn