The Brand Personality Model of Aaker

Knowledge Center

   

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

Contents

  1. Summary
  2. Forum
  3. Best Practices
  4. Expert Tips
  5. Resources
  6. Print

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
  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 & He...
     
 
  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 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....
     
 
  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...
     
 

Brand Personality Dimensions Special Interest Group


Special Interest Group

Brand Personality Dimensions Education & Events


Find Trainings, Seminars and Events


Best Practices - Brand Personality Dimensions Premium
  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 evolutionary?...
     
 

Expert Tips - Brand Personality Dimensions Premium
 

Pitfalls of International / Global Brands

Consistent with current trends in globalization, international firms have concentrated their efforts on t...
Usage (application): Brand Portfolio Management, Brand Valuation
 
 
 

What are Attributes of Strong Brands?

In the article “The Brand Report Card” (Harvard Business Review, January 2000), Kevin Lane Keller argues that the world’s strongest brands shar...
Usage (application): Brand Management, Brand Valuation
 
 
 

How to Build a Brand in China

Based on data about Chinese consumers’ expectations, Paul F. Nunes, Susan A. Piotroski, Lay Lim Teo and R. Michael Matheis are offering following “...
Usage (application): Brand Development, China, Best Practices
 
 
 

Dimensions and Traits of the Corporate Brand Personality

In contrast to product brand personality, which typically relates to consumers and user imagery for a specific product brand, corporate brand personal...
Usage (application): Corporate Brand Development
 
 
 

Generic Traits of a Good Brand

A good brand displays nine traits:
1. It drives shareholder value.
2. Top executives support the branding effort, marketing people ma...
Usage (application): Brand Management, Checklist
 
 
 

How to Divest 2nd Tier CPG Brands?

On top of the value of each individual brand comes the value of brands combined whith eachother. Bahadur, Landry and Treppo of consultancy firm BAH gi...
Usage (application): Brand Portfolio Management, Freeing up Resources for Main Brands, Brand Valuation
 
 
 

Benefits of a Strong Brand Personality

A lot of research has been done on the effects of brand personality; these researches suggested various benefits that may arise from strong brand pers...
Usage (application): Brand Management, Brand Strategy, Marketing Strategy
 
 
 

The Need for Brand Authenticity

In an article called "Embrace the Dark Side" in the HBR of Oct 2006, Michael J. Fanuelle says that to be strong, brands need authenticity. Perfect pur...
Usage (application): Branding
 
 
 

Generic Implementation Steps of a Global Brand

Firms that want to build global brands should take following 10 steps:
1. Involve the CEO and board to provide top-down guidance.
2. ...
Usage (application): Global Brand Development, Best Practices
 
 
 

Why are Brands Often So Similar? Understanding Brand Similarity/Parity

Despite of the efforts of companies to differentiate their brand from other brands, in many product categories a high level of brand similarity/brand ...
Usage (application): Branding, Brand Management, Brand Parity, Brand Similarity, Know Model, Brand Differentiation
 
 
 

Nationalism and Patriotism in Corporate Brand Communication Strategies

Past research in market communication revealed that many consumers prefer to purchase domestic brands because they want to stimulate their own country...
Usage (application): Corporate Branding, Corporate Reputation, Corporate Nationality, Corporate Patriotism, Corporate Nationalism
 
 
 

Six Steps for Integrating Social Media Into your Organization

In order to successfully integrate social media into your organization, six useful steps can be used. These are the following:
  1. DEFINE ...
    Usage (application): Social Media Integration, Using Social Media, Social Media for Business
 
 
 

Status Brands: The influence of Power-distance Beliefs

Status brands are brands that can inherently raise the social prestige of its owners within a certain community or society.
Status brands are dif...
Usage (application): Branding, Brand Management, Power Distance, Brand Recognition
 
 
 

The 22 Laws of Branding (Trout & Ries)

1. The Law of Expansion: The power of a brand is inversely proportional to its scope. Trying to be all things to all people undermines the power of th...
Usage (application): Branding, Brand Recognition
 
 
 

Focus Points in City Branding

Although most people are used to products and services marketing, cities are increasingly being used as a marketing tool since the end of the twentiet...
Usage (application): City Branding, Regional Branding, Geographical Branding
 
 
 

Brand Relationship Quality

A lot of research has been done to consumers’ brand evaluations about brands by examining factors such as brand attitudes and perceived brand quality....
Usage (application): Branding, Brand Management, Brand Differentiation, Brand Relationship
 
 
 

Three Dimensions in How Global Brands are Evaluated by Consumers

Holt et al. (2004) researched how people evaluate and value global brands. They found out that 3 main characteristics are critical in the evaluation o...
Usage (application): Global Branding, Corporate Reputation, CSR, Globalization
 
 

Resources - Brand Personality Dimensions Premium

Evolution of Consumer Brands over Time. Development Patterns and Transgression

Article by Jennifer Aaker, Susan Fournier and S. Adam Brasel reports results from a longitudinal field experiment examining the evolution of consumer-...
Usage (application): Brand Personality Effects over Time
 

The Impact of Fun and Classiness

This study by Rajeev Batra and Pamela M. Homer experimentally examines some situational influences on the formation and consequences of two brand imag...
Usage (application): Brand Image Beliefs, Brand Image / Personality
 

Jennifer Aaker: Strong Brands Start Internally

Jennifer Aaker explains that strong brands start inside the company.
A strong brand involves not just "Branding" which is just the tip of the ice...
Usage (application): Jennifer Aaker on Branding
 

Brand Identity Positioning

Brand Positioning by A. Kwanta Panthongprasert, Department of Advertsising, 2010.
A clear summary presentation about Brand Positioning.
Fir...
Usage (application): Positioning
 

Original In-depth Research Paper by Aaker

Although a considerable amount of research in personality psychology has been done to conceptualize human personality, identify the Big Five dimension...
Usage (application): Brand Personality
 

Brand Stretching and Extension

Presentation that is mainly about Brand Stretching and branding in a Global Context. The presentation includes many examples and contains the followin...
Usage (application): Brand Management, Brand Identity, Global Brand, Meta Brand
 

Martin's Trust Model: The Trust Matrix

An important determinant of the reputation of your brand, company or sector is TRUST. In the financial sector for example, the abuse of public trust h...
Usage (application): Trust, Corporate Reputation, Corporate Branding, Corporate Image
 

Steve Jobs on Brand Strategy and Core Values

In this video Steve Jobs gives a presentation on Marketing and Core Values. He argues that in this noisy and complicated world companies do not have m...
Usage (application): Marketing, Branding, Strategic Vision, Core Values
 

Branding Cities: City Branding

This presentation is about city branding. It explains how to successfully brand cities. The following sections are included:
1. Cities: The mothe...
Usage (application): City Branding, Branding Strategies
 

Country Branding: Branding a Country

This presentation is about branding a country or another geographic location. Next to the outline, there are several country-examples given. The follo...
Usage (application): Country Branding, Place Branding
 

How Sponsoring Enhances and Supports other Marketing Elements

Fiona Green explaines that sponsoring is valuable to support and enhance other marketign elemenets such as CRM, PR, advertizing, etc., but can not rep...
Usage (application): Initial Understanding of the Added Value of Sponsoring
 

Understand the Basics Behind Sport Sponsoring

A sponsorship is a business contract between a company and an individual, a club, a team or an event in which the company provides money and equipment...
Usage (application): Initial Understanding of Sport Sponsoring
 

The Self-Expressing Role of Brands

1999 Paper by Jennifer Aaker. Considerable research in consumer experimental psychology has examined the self-expressive role of brands but has found ...
Usage (application): Brand Management
 

Brand Personality Model Diagram

Download and edit the 12manage PowerPoint model for limited personal, educational and business use. Republishing in intranets, websites, books, magaz...
Usage (application): Brand Strategy
 
 

News

Brand Personality
     
 

News

Brand Dimensions
     
 

Videos

Brand Personality
     
 

Videos

Brand Dimensions
     
 

Presentations

Brand Personality
     
 

Presentations

Brand Dimensions
     
 

More

Brand Personality
     
 

More

Brand Dimensions
     

Compare with Aaker's Brand Personality Dimensions: Brand Identity Prism  |  Reputation Quotient  |  Brand Asset Valuator


Return to Management Hub: Decision-making & Valuation  |  Knowledge & Intangibles  |  Marketing


More Management Methods, Models and Theory

Special Interest Group Leader

You here



About 12manage | Advertising | Link to us | Privacy | Terms of Service
Copyright 2016 12manage - The Executive Fast Track. V14.0 - Last updated: 29-8-2016. All names tm by their owners.