브랜드 개성] 차원

지식 센터

Jennifer Aaker의 브랜드 개성 차원은 (Journal of Marketing Research, 8/97,pp. 347-356) 하나의 브랜드 개성을 5가지 핵심 차원으로 기술하고 측정하는모델이다.

이 모델은 브랜드를 인간에 비유하여 브랜드 프로파일을 기술하기 위한 모델이다.

5가지 핵심 차원과 측면

이들은:

• 성실함 (현실적인,정직한,건전한,생기있는)
• 흥분 (대담한, 활발한, 상상력이 풍부한, 최신의)
• 능력 (신뢰할만한, 지적인, 성공지향적인)
• 세련됨 (매력적인, 상류층적인)
• 강인함 (외향적인, 거친)

각 측면들은 일련의 특징들로 측정된다. 특징은 5점 척도 (1=전혀 다름, 5=매우 비슷함) 를 사용하며, 각각의 특징이 특정 브랜드를 묘사하는 정도를 등급화하여 측정된다.

각각의 측면에 속하는 특징의 설명

이 특징들은:

• 현실적인 = 현실적인, 가족지향적인, 소도시적
• 정직한 = 정직한, 성실한, 실재의
• 건전한 = 건전한, 오리지널
• 쾌할한 = 쾌할한, 감성적인, 친근한
• 대담한 = 대담한, 유행을 따르는, 흥미로운
• 활발한 = 활발한, 멋진, 젊은
• 상상력이 풍부한 = 상상력이 풍부한, 독특한
• 최신의 = 최신의, 독립적인, 현대적인
• 신뢰할만한 = 신뢰할만한, 열심히 일하는, 안전한
• 지적인 = 지적인, 기술적인, 기업
• 성공적인 = 성공적인, 리더, 자신감있는
• 상류층의 = 상류층의, 풍성한, 보기 좋은
• 매력적인 = 매력적인, 여성적인, 브드러운
• 외향적인 = 외향적, 근육질의, 서구적인
• 거친 = 거친, 어려운

Jennifer Aaker의 브랜드개성 모델은 브랜드의 현재 상황 (IST) 를 조사하고, 브랜드의 바람직한 미래 상태 (SOLL)를 기술하기 위하여 이용될 수 있다.

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브랜드 개성 관련개념 : Brand Identity Prism 브랜드아이덴터티 프리즘  |  명망 지수  |  Brand Asset Valuator [브랜드자산 평가지표]

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