Het Merkpersoonlijkheidsmodel van Aaker

Kenniscentrum

De Dimensies van Merkpersoonlijkheid van Jennifer Aaker (Journal of Marketing Research, 8/97, blz. 347-356) is een raamwerk dat de 'persoonlijkheid ' van een merk beschrijft en meet in vijf kerndimensies, elk onderverdeeld in een reeks facetten.

Het is een model om het profiel van een merk te beschrijven door middel van een analogie met de mens.

De vijf kerndimensies en hun facetten

Deze zijn:

• Oprechtheid (realistisch, eerlijk, nuttig, vrolijk)
• Opwindendheid (gedurfd, geanimeerd, fantasierijk, up-to-date)
• Bekwaamheid (betrouwbaar, intelligent, succesvol)
• Verfijning (aristocratisch, charmant)
• Ruigheid (in de open lucht, stoer)

Elk facet wordt vervolgens gemeten door middel van een reeks karaktertrekken. De karaktertrekmetingen worden weergegeven in een vijf puntsschaal (1 = helemaal niet beschrijvend, 5 = uiterst beschrijvend) waarbij de mate waarin elke karaktertrek het specifieke merk beschrijft wordt ingeschat.

Een verklaring van de karaktertrekken die tot elk van de facetten behoren

Deze karaktertrekken zijn:

• Realistisch = doe gewoon, familiegeoriënteerd, kleine stad
• Eerlijk = eerlijk, oprecht, echt
• Nuttig = nuttig, origineel
• Vrolijk = vrolijk, sentimenteel, vriendschappelijk
• Gedurfd = durvend, trendy, opwindend
• Geanimeerd = geanimeerd, cool, jong
• Fantasierijk = fantasierijk, uniek
• Up to date = up to date, onafhankelijk, eigentijds
• Betrouwbaar = betrouwbaar, hard werkend, veilig
• Intelligent = intelligent, technisch, corporate
• Succesvol = succesvol, leider, vertrouwen
• Aristocratisch = aristocratisch, glamoureus, knap
• Charmerend = charmerend, vrouwelijk, zacht
• In de open lucht = in de open lucht, mannelijk, wildwest
• Stoer = stoer, ruw

Het Dimensies van Merkpersoonlijkheidsmodel van Jennifer Aaker kan worden gebruikt om de huidige status (IST) van een merk te onderzoeken en de gewenste toekomstige status (SOLL) van het merk te beschrijven.

Forum Forumdiscussies over Merkpersoonlijkheid. 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 reacties 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 reacties 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 reacties 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 reacties 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 reacties 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 reacties 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 reacties 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 reacties 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 reacties Begin een nieuw onderwerp over Merkpersoonlijkheid Meld u gratis aan

Cursussen over Merkpersoonlijkheid. Beginnerscursus Cursus voor Gevorderden Cursus voor Experts

Expert Tips Geavanceerde inzichten over Brand Personality (Engels). Hier vindt u professionele adviezen van deskundigen. Consultancy-tips Onderwijstips Praktische implementatietips Pitfalls of International / Global Brands Brand Portfolio Management, Brand Valuation Consistent with current trends in globalization, international firms have concentrated their efforts on the development ... What are Attributes of Strong Brands? Brand Management, Brand Valuation In the article “The Brand Report Card” (Harvard Business Review, January 2000), Kevin Lane Keller argues that the world’... How to Build a Brand in China Brand Development, China, Best Practices Based on data about Chinese consumers’ expectations, Paul F. Nunes, Susan A. Piotroski, Lay Lim Teo and R. Michael Mathe... Dimensions and Traits of the Corporate Brand Personality Corporate Brand Development In contrast to product brand personality, which typically relates to consumers and user imagery for a specific product b... Generic Traits of a Good Brand Brand Management, Checklist A good brand displays nine traits: 1. It drives shareholder value. 2. Top executives support the branding effort, mark... How to Divest 2nd Tier CPG Brands? Brand Portfolio Management, Freeing up Resources for Main Brands, Brand Valuation On top of the value of each individual brand comes the value of brands combined whith eachother. Bahadur, Landry and Tre... Nationalism and Patriotism in Corporate Brand Communication Strategies Corporate Branding, Corporate Reputation, Corporate Nationality, Corporate Patriotism, Corporate Nationalism Past research in market communication revealed that many consumers prefer to purchase domestic brands because they want ... Benefits of a Strong Brand Personality Brand Management, Brand Strategy, Marketing Strategy A lot of research has been done on the effects of brand personality; these researches suggested various benefits that ma... The Need for Brand Authenticity Branding In an article called "Embrace the Dark Side" in the HBR of Oct 2006, Michael J. Fanuelle says that to be strong, brands ... Generic Implementation Steps of a Global Brand Global Brand Development, Best Practices Firms that want to build global brands should take following 10 steps: 1. Involve the CEO and board to provide top-down... Why are Brands Often So Similar? Understanding Brand Similarity/Parity Branding, Brand Management, Brand Parity, Brand Similarity, Know Model, Brand Differentiation Despite of the efforts of companies to differentiate their brand from other brands, in many product categories a high le... Six Steps for Integrating Social Media Into your Organization Social Media Integration, Using Social Media, Social Media for Business In order to successfully integrate social media into your organization, six useful steps can be used. These are the foll... Status Brands: The influence of Power-distance Beliefs Branding, Brand Management, Power Distance, Brand Recognition Status brands are brands that can inherently raise the social prestige of its owners within a certain community or socie... The 22 Laws of Branding (Trout & Ries) Branding, Brand Recognition 1. The Law of Expansion: The power of a brand is inversely proportional to its scope. Trying to be all things to all peo... Focus Points in City Branding City Branding, Regional Branding, Geographical Branding Although most people are used to products and services marketing, cities are increasingly being used as a marketing tool... Brand Relationship Quality Branding, Brand Management, Brand Differentiation, Brand Relationship A lot of research has been done to consumers’ brand evaluations about brands by examining factors such as brand attitude... Three Dimensions in How Global Brands are Evaluated by Consumers Global Branding, Corporate Reputation, CSR, Globalization Holt et al. (2004) researched how people evaluate and value global brands. They found out that 3 main characteristics ar...

Informatiebronnen Diverse informatiebronnen betreffende Merkpersoonlijkheid. Hier vindt u powerpoints, video's, nieuws etc. om te gebruiken in uw eigen lezingen en workshops. Evolution of Consumer Brands over Time. Development Patterns and Transgression Brand Personality Effects over Time Article by Jennifer Aaker, Susan Fournier and S. Adam Brasel reports results from a longitudinal field experiment examin... The Impact of Fun and Classiness Brand Image Beliefs, Brand Image / Personality This study by Rajeev Batra and Pamela M. Homer experimentally examines some situational influences on the formation and ... Jennifer Aaker: Strong Brands Start Internally Jennifer Aaker on Branding Jennifer Aaker explains that strong brands start inside the company. A strong brand involves not just "Branding" which ... Brand Identity Positioning Positioning Brand Positioning by A. Kwanta Panthongprasert, Department of Advertsising, 2010. A clear summary presentation about Br... Original In-depth Research Paper by Aaker Brand Personality Although a considerable amount of research in personality psychology has been done to conceptualize human personality, i... Brand Stretching and Extension Brand Management, Brand Identity, Global Brand, Meta Brand Presentation that is mainly about Brand Stretching and branding in a Global Context. The presentation includes many exam... Martin's Trust Model: The Trust Matrix Trust, Corporate Reputation, Corporate Branding, Corporate Image An important determinant of the reputation of your brand, company or sector is TRUST. In the financial sector for exampl... Branding Cities: City Branding City Branding, Branding Strategies This presentation is about city branding. It explains how to successfully brand cities. The following sections are inclu... Country Branding: Branding a Country Country Branding, Place Branding This presentation is about branding a country or another geographic location. Next to the outline, there are several cou... How Sponsoring Enhances and Supports other Marketing Elements Initial Understanding of the Added Value of Sponsoring Fiona Green explaines that sponsoring is valuable to support and enhance other marketign elemenets such as CRM, PR, adve... Understand the Basics Behind Sport Sponsoring Initial Understanding of Sport Sponsoring A sponsorship is a business contract between a company and an individual, a club, a team or an event in which the compan... The Self-Expressing Role of Brands Brand Management 1999 Paper by Jennifer Aaker. Considerable research in consumer experimental psychology has examined the self-expressive... Brand Personality Model Diagram Brand Strategy Download and edit the 12manage PowerPoint model for limited personal, educational and business use. Republishing in int...

Tools Handige tools met betrekking tot Merkpersoonlijkheid. Nieuws Video's Presentaties   Boeken Academisch Meer

Vergelijk de Brand Personality Dimensions van Aaker met: Merkidentiteit-prisma  |  Corporate Reputatiemanagement |  Merkwaarde Waarderingsmethode (BAV)

Keer terug naar Management Discipline: Besluitvorming & Waardering  |  Kennis & Ontastbare Zaken  |  Marketing & Verkoop

Meer Managementmethoden, managementmodellen en managementtheorie