Awareness · The situations · Element
The list
The occasions the brand wants to be retrieved for.
The part
What it is
Drawn from the entry points, weighted by how much demand originates in each.
Situations the brand has no intention of serving should be excluded rather than measured, since coverage of them is not a goal.
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.