Loyalty · The attitude · Element
The preference
How the brand is rated relative to the alternatives.
The part
What it is
Relative rather than absolute. A customer who rates you highly and rates two competitors equally highly holds no preference.
Measured against the alternatives they would actually consider rather than against a list you chose.
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.