Brand Personality Dimensions
(Aaker)

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.

 

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Recent User Comments
Rana - Bangladesh Employment Branding "I would like to do a survey on Employment Branding. Is it possible to suggest me on how to go about?"    0
Virginia - USA H&M Brand Personality "What do you think that the brand H&M represents regarding the brand personality?"    2
WEIYUAN - PRC 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 Manifold", a matrix that shows that the meaning of a brand varies over time (past-future) and according to a multiplicity of constituencies (internal-external)."    5
Oscar Menacho - Peru Brand Equity? "I did not found the definition of "BRAND EQUITY". Could sombody insert its definition, please? Thanks"    -3
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Compare with Aaker's Brand Personality Dimensions: Brand Identity Prism  |  Reputation Quotient  |  Brand Asset Valuator

 

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Copyright 2009 12manage - The Executive Fast Track. V10.4 - Last updated: 11/21/2009. All names tm by their owners.



  ●  (Sri Lanka) Brand Personality "J. Aeker's Brand Personality dimensions will be more useful if they can be categorised in to a typology. For example, Performance or Relational. Changes that will take place over time could then be tracked more meaningfully."
  ● Johnny (USA) Applying Brand Personality "So how do you apply the model above in real life? How should a question sound like?"
  ● katlego $boy (South Africa) Multiple Brand Dimensions "Yes, what has been said by weiyuan is half true and half false in my opinion."

  ● Hannah Simon (UK) Brand Equity "Brand Equity is the added value a brand name identity brings to a product or service beyond the functional benefits provided. It can be measured / described using a methodology such as the Brand Personality Dimensions or the Brand Asset Valuator."
  ● Philip Holden (UK) Brand Equity (1) "There isn't just one definition of 'brand equity'. However it's useful just to think of it as the value of the brand over and above the physical properties of any products to which the brand may be attached. Here are some other definitions: * "Broadly stated, brand equity refers to the residual assets resulting from the effects of past marketing activities associated with a brand." (Rangaswamy et al. 1990). * Brand equity is added value that "is attributable to the brand name itself which is not captured by"
  ● Philip Holden (UK) Brand Equity (2) "the brand's performance on functional attributes." (Sikri 1992). * "Brand equity can be measured by the incremental cash flow from associating the brand with the product." (Farquhar 1989). * "Brand equity is defined in terms of the marketing effects uniquely attributable to the brands - for example, when certain outcomes result from the marketing of a product or service because of its brand name that would not occur if the same product or service did not have that name." (Keller 1993)."
  ● Sylvia (Kenya) Brand Equity "Hey Oscar, Brand equity is the amount of power and value of a particular brand in the marketplace. Or the extent to which customers are willing to pay more for the brand."
  ● Ron Strauss (USA) Brand Equity "The terms 'brand value' and 'brand equity' have different meanings. Brand equity is a subset of brand value. For more, see "Value Creation: The Power of Brand Equity" by Neal and Strauss."
  ● N. Bindu Madhavi (India) Brand Equity Definition "Brand equity is the totality of the brand's perception, including the relative quality of products and services, financial performance, customer loyalty, satisfaction and overall esteem towards the brand. It is all about how customers, consumers, employees and all stakeholders feel about the brand."
  ● Nitin (India) Brand Equity "It is the incremental cash flows which a product commands over other products."