This illustration is designed to show how Jenni Romaniuk’s Distinctive Brand Assets Grid works. The 'brand’ is the UK and the competitive set is other countries.
 
The purpose of the grid is to guide marketers on which assets they should feature in their advertising to build their brand’s mental availability most effectively. The brand assets with the most potential are the ones that are already associated with your brand (at least to some extent) and are NOT associated with competitive brands.