The Brand Personality Dimensions of Jennifer Aaker (Journal of Marketing
Research, 8/97, pp. 347-356) is a framework to describe and measure the 'personality"
of a brand in five core dimensions, each divided into a set of facets.
It is a model to describe the profile of a brand by using an analogy with
a human being.
The five core dimensions and their facets
These are:
- Sincerity (down-to-earth, honest, wholesome, cheerful)
- Excitement (daring, spirited, imaginative, up-to-date)
- Competence (reliable, intelligent, successful)
- Sophistication (upper class, charming)
- Ruggedness (outdoorsy, tough)
Each facet is in turn measured by a set of traits. The trait measurements
are done using a five point scale (1 = not at all descriptive, 5 = extremely
descriptive) rating the extent to which each trait describes the specific
brand.
An explanation of The traits belonging to each of the facets
These traits are:
- Down-to-earth = down-to-earth, family-oriented, small-town
- Honest = honest, sincere, real
- Wholesome = wholesome, original
- Cheerful = cheerful, sentimental, friendly
- Daring = daring, trendy, exciting
- Spirited = spirited, cool, young
- Imaginative = imaginative, unique
- Up to date = up to date, independent, contemporary
- Reliable = reliable, hard working, secure
- Intelligent = intelligent, technical, corporate
- Successful = successful, leader, confident
- Upper class = upper class, glamorous, good looking
- Charming = charming, feminine, smooth
- Outdoorsy = outdoorsy, masculine, Western
- Tough = tough, rugged
The Brand Personality Dimensions Framework of Jennifer Aaker can be used
to investigate the current status (IST) of a brand and to describe the desired
future status (SOLL) of the brand.
Forum discussions about Brand Personality.
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Do Female Brands Outperform Male Brands?
New research by Pogacar et al. suggests that brand names that are linguistically sounding feminine generally outperform those that are perceived as masculine (except if a brand is aimed at a typical m...
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Brand Personality for Recruitment
Has anyone tried to utlize this model for determining an organization's personality traits for the purpose of employment recruitment attraction?...
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Destination Personality
I am applying the personality dimensions to destination brands. Has anyone done this before? I am doubting which model is more applicable (Aaker's Model or the model by McCray & Costa with their big f...
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Global Marketing Strategy
The world that we know today is becoming more and more connected due to the effect of globalization, but consumers still attempt to link their personality to the brands they buy by association (Curran...
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Multi-attribute Theory
I have a question regarding the linear multi-attribute theory? What is this model? What are indifference curves in terms of multi-atribute theory? How can these be plotted for any given attributes?...
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Compare with Aaker's Brand Personality Dimensions:
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