شرح ابعاد العلامة التجارية الشخصية لاكر

مركز المعرفة

ابعاد العلامة التجارية الشخصية لجنّيفر أكر - جريدة ابحاث التسويق ، عدد 8/97 ، . صفحة 347=356 عبارة عن الهيكل الذى يقيس الشخصية فى العلامة التجارية الشخصية في خمسة أبعاد اساسية ، كلّ مقسم الى مجموعة من المظاهر.

انه نموذج يصف مقطع العلامة التجارية الشخصية باستعمال التماثل مع الكائن البشرى.

مظاهر الخمسة أبعاد

وهم:

• الاخلاص - متواضع، صادق ، مفيد ، بهيج
• الإثارة الجريئة - مفعم بالحرية ، تخيّليّ ، الامور المستجدة
• الكفاءة - موثوق به ، ذكيّ ، ناجح
• التعقيد - مستوى عالى ، يفتن
• الصلابة - محب للطبيعة ، متين

كلّ مظهر بالتّالي يقاس بمجموعة من السمات. لقد أتمّت مقاييس السمات باستخدام (خمسة نقاط للقياس 1=غير قابل للوصف تماما ، 5=قابل للوصف تماما) يصنّف للمدى الذى يصف كلّ حالة من العلامة التجارية.

شرح السمات ينتمى إلى كلّ من المظاهر التالية

هذا السمات هى:

• متواضع=متواضع، متكيف نحو العائلة ، بلدة صغيرة
• صادق=صادق ، يصدق ، حقيقيّ
• مفيد=مفيد ، أصليّ
• بهيج=بهيج ، عاطفيّ ، ودّيّ
• جريئ=جريئ ، متّبع آخر صيحة ، مثير
• مفعم بالحرية=مفعم بالحرية ، هادىء ، شابّ
• تخيّليّ=تخيّليّ ، فريد
• الامور المستجدة=الامور المستجدة ، عضو مستقلّ ، معاصر
• موثوق به=موثوق به ، يتحمل العمل ، مؤمّن
• ذكاء=ذكاء، فنّ ، مؤسس
• ناجح=ناجح ، زعيم ، واثق
• مستوى عالى=مستوى عالى، فتنة ، مظهر جيد
• فاتن=فاتن ، أنوثّة ، نعومية
• بالعراءة=بالعراءة ، مذكّر ، غربيّ
• متينة=متينة ، متينة

ان هيكل جنّيفر أكر لابعاد العلامة التجارية الشخصية يمكن استعماله للتحرّى عن الوضع الحالى للعلامة التجارية ووصف الوضع الحالى و الرغبات المستقبلية لها.

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دورات تدريبية حول ابعاد العلامة التجارية. دورة المبتدئين دورة متقدمة دورة للخبراء

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أدوات أدوات مفيدة بخصوص ابعاد العلامة التجارية. أخبار فيديو عروض   الكتب أكاديمي ويكيبيديا

قارن مع ابعاد العلامة التجارية الشخصية لاكر : Brand Identity Prism منشور تحديد العلامة التجارية   |  Reputation Quotient حاصل السمعة   |  Brand Asset Valuator تقييم اصل العلامة التجارية

العودة لقائمة الادارة: اتخاذ القرار و التقييم  |  المعرفة و الادارة الغير محسوسة  |  التسويق والمبيعات

العديد من مناهج و نماذج و نظريات فى الادارة