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. Expert Tips
  4. Resources

  Print





Why register?
Log in

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 (12 topics) Help
  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?...
     
  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


Expert Tips - Brand Personality Dimensions Premium
  Pitfalls of International / Global Brands - Brand Portfolio Management, Brand Valuation
 
  How to Build a Brand in China - Brand Development, China, Best Practices
 
  What are Attributes of Strong Brands? - Brand Management, Brand Valuation
 
  Dimensions and Traits of the Corporate Brand Personality - Corporate Brand Development
 
  Generic Traits of a Good Brand - Brand Management, Checklist
 
  How to Divest 2nd Tier CPG Brands? - Brand Portfolio Management, Freeing up Resources for Main Brands, Brand Valuation
 
  Benefits of a Strong Brand Personality - Brand Management, Brand Strategy, Marketing Strategy
 
  Why are Brands Often So Similar? Understanding Brand Similarity/Parity - Branding, Brand Management, Brand Parity, Brand Similarity, Know Model, Brand Differentiation
 
  Generic Implementation Steps of a Global Brand - Global Brand Development, Best Practices
 
  The Need for Brand Authenticity - Branding
 
  Focus Points in City Branding - City Branding, Regional Branding, Geographical Branding
 
  Three Dimensions in How Global Brands are Evaluated by Consumers - Global Branding, Corporate Reputation, CSR, Globalization
 

Resources - Brand Personality Dimensions Premium
Evolution of Consumer Brands over Time. Development Patterns and Transgression - Brand Personality Effects over Time
The Impact of Fun and Classiness - Brand Image Beliefs, Brand Image / Personality
Jennifer Aaker: Strong Brands Start Internally - Jennifer Aaker on Branding
Brand Identity Positioning - Positioning
Original In-depth Research Paper by Aaker - Brand Personality
Steve Jobs on Brand Strategy and Core Values - Marketing, Branding, Strategic Vision, Core Values
Branding Cities: City Branding - City Branding, Branding Strategies
Country Branding: Branding a Country - Country Branding, Place Branding
How Sponsoring Enhances and Supports other Marketing Elements - Initial Understanding of the Added Value of Sponsoring
Understand the Basics Behind Sport Sponsoring - Initial Understanding of Sport Sponsoring
The Self-Expressing Role of Brands - Brand Management
Brand Personality Model Diagram - 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

Sponsor
Is your firm specialized in Brand Personality?

Special Interest Group Leader
Would you like to be our Brand Personality SIG Leader?

All you need to know about management

12manage for:



Management Smart Card

12manage in:






Copyright 2014 12manage - The Executive Fast Track. V12.0 - Last updated: 23-7-2014. All names tm by their owners.