Construct a multi-attribute model for a set of restaurants Based on your findings, suggest how managers can improve an establishment's image via the strategies described in this chapter Capitalize on relative advantage: convince consumers that particular product attributes are important in brand choice Strengthen perceived product/attribute linkages: if consumers don't associate certain attributes with the brand, make the relationship stronger Add a new attribute: focus on unique positive attribute that consumer has not considered Influence competitors' ratings: decrease the attributes of competitors