ブランドパーソナリティ寸法

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Jennifer Aaker (Journal of Marketing Research、8/97、PPのBrand Personality Dimensions。 347-356) 5つの中心の次元のブランド、一組の面に分けられるそれぞれの「人格を"記述し、測定するframeworkはある。

それは人間との類似の使用によってブランドのプロフィールを記述するモデルである。

5つの中心の次元および面

これらは次のとおりである:

• 誠実(現実的、正直、健康によく、陽気)
• 興奮(、想像的、最新spirited斬新な)
• 能力(信頼できる、理性的、成功した)
• 洗練(上流階級、魅了する)
• 険しさ(outdoorsy、堅い)

各面は一組の特質によって次々と測定される。 特質の測定は各特質が特定のブランドを記述する範囲を評価する5ポイント・スケール(1 =全く説明的、5 =非常に説明的)を使用して終った。

each of面に属する特質の説明

これらの特質は次のとおりである:

• 、家族方向づけられる現実的=現実的、小さ町
• 、誠実正直=正直、実質
• 健康によく=健康によい、元
• 、感情的陽気=陽気、友好的
• 、粋斬新=斬新、刺激する
• Spiritedは=、涼しい、若いspirited
• 想像的=想像的、独特
• 、独立した最新=最新、現代
• 安全な信頼できる=信頼できる、堅い働き
• 、技術理性的=理性的、企業
• の確信しているリーダー成功した=成功した
• 、魅力的上流階級=上流階級、格好良い
• 、女らしい魅了する=滑らかな魅了
• 、男性Outdoorsy = outdoorsy、西側
• 堅く=堅い、険しい

Jennifer AakerのBrand Personality Dimensionsのframeworkがブランドの現状(IST)を調査し、ブランドの望ましい将来のステータス(SOLL)を記述するのに使用することができる。

フォーラム フォーラムでの議論:ブランドパーソナリティ。 How to Create a Brand? The Brand Creation Process Brands and Branding are essential components of a successful business. But more in detail, what attributes and properties combine to create a brand and is the creation process instantaneous or evolut... 12   28コメント Brand Personality - Education - Social Media Marketing Interesting theory, particularly for private educational institutions transitioning from more traditional marketing strategies to social media tools (in Canada, anyway). The brand personality of a co... 10   Brand Personality Questionaire Where can I find an inventory or questionnaire on brand personality dimensions? Thanks...... 9   1コメント 6 Human Attributes of Human-Centric Brands (Kotler) In marketing, it's being said for a long time: 'The Customer is King'. In the digital era, this saying is truly manifested. Marketers now need to adapt and create brands that behave like humans - appr... 7   2コメント 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... 5   1コメント CORPORATE Brand Personality Models Can we apply the same model to measure corporate brand personality (of banks)? Or else, what is best model to measure corporate brand personality.... 5   2コメント 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?... 5   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... 4   1コメント Using Brand Personality Dimensions Model for Goal Setting This is a good model and I would like to use this to set goals for my department and individual staff members. We need to improve our credibility & image internally in our hospital organization. Has a... 4   1コメント 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... 3   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?... 3   2コメント Branding Case: Why the Branding of Mauritius Failed A branding exercise of Mauritius failed miserably because the dual-language slogan "Mauritius, c'est un plaisir" did not connect with the people, but exacerbated the tensions already existing at the t... 3   Employment Branding Survey I would like to do a survey on Employment Branding. Is it possible to suggest me on how to go about?... 2   1コメント 新しいフォーラムトピックを開始するについてのブランドパーソナリティ 無料で登録する

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