This framework represents the characteristics that make a brand likely to grow and for its sales to be resilient to pressure from competitors or unfavourable economic conditions.

Mental prominence can be measured by asking people within the target audience which brands they can think of, spontaneously, in relation to buying the category.

Appeal can be measured by rating the brand versus alternative choices e.g. by asking, 'How strongly does this brand appeal to you?' or 'How well does this brand meet your needs?'.

Uniqueness can be measured by asking people if the brand seems 'different from other brands' or is 'setting the trends' or similar.