Brands/Cols: (factorization) -- biplots
In this factorization, the lengths of the vectors drawn from the axes intercept point to the attributes represent the standard deviations of the attributes and the angles between the vectors represent correlations between attributes. The lengths of these vectors reflect the relative performance of the attributes in differentiating among brands.
Distances between brands on the plot reflect standardized differences between group means on the component axes.
The vector interpretation of such a map is appropriate.
biplot
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