Abstract
The establishment of a product brand image has the potential to become the obstruction of a new product development. It is necessary to pay attention to an adjacent image which is different from the product brand one, and to incorporate this into the image of a new product. “IF-THEN type Kansei evaluation”by the onomatopoeia and the exclamation in Japanese is executed. The samples are three lactic acid beverages. 11 kinds of psychological states are set in IF, as question items. 29 kinds of answer items are set in THEN. The characteristic of each beverage has become clear from the results of χ2 test and dual scaling. The importance of developing a new product without destroying the product brand image is discussed.
