Product Positioning: TRINODAL Mapping of Brand Images, Ad Images, and Consumer Preference

Abstract

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.