Dimensions of brand personality

Dimensions of brand personality

The Dimensions of Brand Personality of Jennifer Aaker is a framework to describe and measure the "personality" of a brand in five core dimensions, each divided into a set of facets. Brand personality is defined formally here as "the set of human characteristics associated with a brand." Human personality perceptions are the basis of individual`s behavior, attitudes and beliefs, physical characteristics and demographic characteristics.[1] The five core dimensions and their facets are:

  1. Sincerity (Domestic, honest, genuine, cheerful)
  2. Excitement (Daring, spirited, imaginative, up-to-date)
  3. Competence (Reliable, responsibie, dependabie, efficient)
  4. Sophistication (Glamorous, pretentious, charming, romantic)
  5. Ruggedness (Tough, strong, ouidoorsy, rugged)

This model shows, that brand personality dimensions might operate in different ways or influence consumer preference for different reasons. [2]

References

  1. ^ http://faculty.bus.olemiss.edu/cnoble/650readings/Aaker%20Brand%20personality.pdf
  2. ^ Jennifer L. Aaker, Dimensions of Brand Personality//Journal of Marketing Research, August 1997

See also


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