Product Positioning: TRINODAL Mapping of Brand Images, Ad Images, and Consumer Preference
提出一种新的多维尺度分析技术TRINODAL，能同时将品牌形象、广告形象和消费者偏好绘制在同一张图上，用于监测和评估广告活动对品牌重新定位的影响。
A new multidimensional scaling routine is introduced which is particularly appropriate for monitoring and assessing the repositioning impact of a new advertisement campaign on its brand. The advantage of this scaling routine, called TRINODAL, is that it simultaneously plots brand images, ad images, and consumer preference on a single map. Empirical examples demonstrate the technique's usefulness in providing insight to repositioning processes.