Brand Personality Dimensions
(Aaker)

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

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

Recent User Comments

    			 
  			   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)."
  			   
  	  		 -3

    			 
  			   Oscar Menacho - Peru
  	       
  		     Brand Equity?
  	  		 "I did not found the definition of "BRAND EQUITY". Could sombody insert its definition, please?
Thanks"
  			   
  	  		 -24

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	§ 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)."
	§ md. jiaur rahman (bangladesh)	brand equity	"i do not understand properly meaning of brand equity "
	§ 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."

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