Multi-attribute Theory and Models
Jaap de Jonge, Management Consultant, Netherlands
When marketers or brand managers are investigating and analyzing the position / affect of an object / brand / product, they can use a simple undimensional attitude scale such as an overall like/dislike of the brand. This might give a good short, overall summary measure.
But a more sophisticated approach is to survey the degree to which (potential) clients perceive a brand or product has certain attributes. Such models are called multi-attribute models
in brand marketing.
The big advantage of such models is that they allow the brand manager to gain a detailed understanding of the brand strenghts, weaknesses and personality in the eyes of (potential) clients.