The coverage

How many of the situations the brand is retrieved for.

The part

What it is

The count is a crude and useful summary: a brand linked to one situation is fragile, a brand linked to five is resilient.

Growth in coverage is the operational form of growth in mental availability.

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.

Situations covered
How many the brand is retrieved for at a meaningful level.
Number shared type
Weighted coverage
Coverage weighted by demand share, which is the better figure.
Percentage shared type
Trend
Whether coverage is widening or narrowing.
Choice shared type