Brand Personality Dimensions (Параметры личности брэнда) Jennifer Aaker (Journal of Marketing Research, 8/97, pp. 347-356) - концепция для описания и измерения "личности" брэнда 5 основными параметрами, каждый из которых разделен на совокупность аспектов.
Это модель для описания профиля брэнда, использующая аналогию с человеком.
5 основных параметров и их аспекты
Следующие:
- Добросовестность/Sincerity (приземленый, честный, здоровый, жизнерадостный)
- Волнение/Excitement (дерзкий, оживленый, оригинальный, современный)
- Компетентность/Competence (надежный, разумный, успешный)
- Изысканность/Sophistication (высший класс, очаровывательный)
- Грубость/Ruggedness (повеса, жесткий)
Каждый аспект, в свою очередь, измеряется совокупностью свойств. Измерения свойств проводятся с использованием пятибальной шкалы (1 = совсем не описательно, 5 = весьма описательно), классифицируя уровень, на котором каждое свойство описывает специфический брэнд.
Объяснение свойств каждого аспекта
Эти черты являются следующими:
- Приземленый = приземленый, семейный, провинциальный
- Честный = честный, искренний, реальный
- Здоровый = здоровый, оригинальный
- Жизнерадостный = жизнерадостный, сентиментальный, дружественый
- Дерзкий = дерзкий, стильный, волнующий
- Оживленный = оживленный, классный, молодой
- Оригинальный = оригинальный, уникальный
- Современный = современный, независимый, современный
- Надежный = надежный, работящий, надежный
- Разумный = разумный, технический, корпоративный
- Успешный = успешный, лидер, уверенный
- Высший класс = высший класс, эффектный, привлекательный
- Очаровывательный = очаровывательный, женственный, гладкий
- Повеса = повеса, мужеской, западный
- Жесткий = жесткий, грубый
Концепцию Brand Personality Dimensions (Параметры личности брэнда) Jennifer Aaker можно использовать для того, чтобы исследовать текущий статус (IST) брэнда и описать заданный будущий (SOLL) статус брэнда.
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