The Brand Personality Model of Aaker

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Describe and measure the "personality" of a brand. Explanation of Brand Personality Dimensions

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The Brand Personality Dimensions of Jennifer Aaker (Journal of Marketing Research, 8/97, pp. 347-356) is a framework to describe and measure the 'personality" of a brand in five core dimensions, each divided into a set of facets.


It is a model to describe the profile of a brand by using an analogy with a human being.


The five core dimensions and their facets

These are:Jennifer Aaker Brand Personality Dimensions

  • Sincerity (down-to-earth, honest, wholesome, cheerful)
  • Excitement (daring, spirited, imaginative, up-to-date)
  • Competence (reliable, intelligent, successful)
  • Sophistication (upper class, charming)
  • Ruggedness (outdoorsy, tough)

Each facet is in turn measured by a set of traits. The trait measurements are done using a five point scale (1 = not at all descriptive, 5 = extremely descriptive) rating the extent to which each trait describes the specific brand.


An explanation of The traits belonging to each of the facets

These traits are:

  • Down-to-earth = down-to-earth, family-oriented, small-town
  • Honest = honest, sincere, real
  • Wholesome = wholesome, original
  • Cheerful = cheerful, sentimental, friendly
  • Daring = daring, trendy, exciting
  • Spirited = spirited, cool, young
  • Imaginative = imaginative, unique
  • Up to date = up to date, independent, contemporary
  • Reliable = reliable, hard working, secure
  • Intelligent = intelligent, technical, corporate
  • Successful = successful, leader, confident
  • Upper class = upper class, glamorous, good looking
  • Charming = charming, feminine, smooth
  • Outdoorsy = outdoorsy, masculine, Western
  • Tough = tough, rugged

The Brand Personality Dimensions Framework of Jennifer Aaker can be used to investigate the current status (IST) of a brand and to describe the desired future status (SOLL) of the brand.




Brand Personality Dimensions Forum (11 topics) Help
  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?...      
  Why the Branding of Mauritius Failed  - The 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 time.
If the exercise is analysed according ...
     
  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 college takes on a unique colour when app...
     
  Brand Personality Questionaire  - Where can I find an inventory or questionnaire on brand personality dimensions? Thanks......      
  Corporate Brand Personality of Banks  - Can we apply the same model to measure corporate brand personality of banks? Or else, what is best model to measure corporate brand personality....      
  Destination Personality  - I am applying the personality dimension to destination brands. Has anyone done this before? I am doubting which model is more applicable (Aaker or McCray & Costa with their big five personality traits) because Aaker only describes positive tra...      
  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?...      
  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 anyone tried this?...      
  Election Campaign Marketing  - In developed countries this concept exists from long time. Can this business model work in India as well? To design a marketing plan for political parties for elections is important because positioning is the only sales pitch they have on which they ...      
  Employment Branding Survey  - I would like to do a survey on Employment Branding. Is it possible to suggest me on how to go about?...      
  Multiple Brand Dimensions  - I believe Professors Berthon, Holbrook, Hulbert and Pitt rightly say in MIT SLOAN MANAGEMENT REVIEW Vol 48 that perceptions of a brand can change dramatically over time, and differ from one social or cultural setting to another. They suggest a "Brand...      



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