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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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.




Brand Personality Dimensions Forum (12 topics) Help
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  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...
     
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Expert Tips - Brand Personality Dimensions Premium
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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
 
 

How to Divest 2nd Tier CPG Brands?

Brand Portfolio Management, Freeing up Resources for Main Brands, Brand Valuation
 
 

Generic Traits of a Good Brand

Brand Management, Checklist
 
 

Benefits of a Strong Brand Personality

Brand Management, Brand Strategy, Marketing Strategy
 
 

The Need for Brand Authenticity

Branding
 
 

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

Branding, Brand Management, Brand Parity, Brand Similarity, Know Model, Brand Differentiation
 
 

Nationalism and Patriotism in Corporate Brand Communication Strategies

Corporate Branding, Corporate Reputation, Corporate Nationality, Corporate Patriotism, Corporate Nationalism
 
 

Generic Implementation Steps of a Global Brand

Global Brand Development, Best Practices
 
 

The 22 Laws of Branding (Trout & Ries)

Branding, Brand Recognition
 
 

Status Brands: The influence of Power-distance Beliefs

Branding, Brand Management, Power Distance, Brand Recognition
 
 

Three Dimensions in How Global Brands are Evaluated by Consumers

Global Branding, Corporate Reputation, CSR, Globalization
 
 

Focus Points in City Branding

City Branding, Regional Branding, Geographical Branding
 
 

Brand Relationship Quality

Branding, Brand Management, Brand Differentiation, Brand Relationship
 

Resources - Brand Personality Dimensions Premium
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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

Brand Stretching and Extension

Brand Management, Brand Identity, Global Brand, Meta Brand

Martin's Trust Model: The Trust Matrix

Trust, Corporate Reputation, Corporate Branding, Corporate Image

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
 

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


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