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.

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