Модель Параметры личности брэнда

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Опиcание и измерение «личности» брэнда. Объяснение Brand Personality Dimensions (Параметры личности брэнда)

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Brand Personality Dimensions (Параметры личности брэнда) Jennifer Aaker (Journal of Marketing Research, 8/97, pp. 347-356) - концепция для описания и измерения "личности" брэнда 5 основными параметрами, каждый из которых разделен на совокупность аспектов.


Это модель для описания профиля брэнда, использующая аналогию с человеком.


5 основных параметров и их аспекты

Следующие: Brand Personality Dimensions (Параметры личности брэнда) Jennifer Aaker

  • Добросовестность/Sincerity (приземленый, честный, здоровый, жизнерадостный)
  • Волнение/Excitement (дерзкий, оживленый, оригинальный, современный)
  • Компетентность/Competence (надежный, разумный, успешный)
  • Изысканность/Sophistication (высший класс, очаровывательный)
  • Грубость/Ruggedness (повеса, жесткий)

Каждый аспект, в свою очередь, измеряется совокупностью свойств. Измерения свойств проводятся с использованием пятибальной шкалы (1 = совсем не описательно, 5 = весьма описательно), классифицируя уровень, на котором каждое свойство описывает специфический брэнд.


Объяснение свойств каждого аспекта

Эти черты являются следующими:

  • Приземленый = приземленый, семейный, провинциальный
  • Честный = честный, искренний, реальный
  • Здоровый = здоровый, оригинальный
  • Жизнерадостный = жизнерадостный, сентиментальный, дружественый
  • Дерзкий = дерзкий, стильный, волнующий
  • Оживленный = оживленный, классный, молодой
  • Оригинальный = оригинальный, уникальный
  • Современный = современный, независимый, современный
  • Надежный = надежный, работящий, надежный
  • Разумный = разумный, технический, корпоративный
  • Успешный = успешный, лидер, уверенный
  • Высший класс = высший класс, эффектный, привлекательный
  • Очаровывательный = очаровывательный, женственный, гладкий
  • Повеса = повеса, мужеской, западный
  • Жесткий = жесткий, грубый

Концепцию Brand Personality Dimensions (Параметры личности брэнда) Jennifer Aaker можно использовать для того, чтобы исследовать текущий статус (IST) брэнда и описать заданный будущий (SOLL) статус брэнда.


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Лучшие Лрактики - Параметры личности брэнда Премиум
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Brands and Branding are essential components of a successful business.
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Expert Tips (ENG) - Brand Personality Dimensions Премиум
 

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Usage (application): Brand Portfolio Management, Brand Valuation
 
 
 

What are Attributes of Strong Brands?

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Usage (application): Brand Management, Brand Valuation
 
 
 

How to Build a Brand in China

Based on data about Chinese consumers expectations, Paul F. Nunes, Susan A. Piotroski, Lay Lim Teo and R. Michael Matheis are offering following ...
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Generic Traits of a Good Brand

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1. It drives shareholder value.
2. Top executives support the branding effort, marketing people ma...
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How to Divest 2nd Tier CPG Brands?

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Benefits of a Strong Brand Personality

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The Need for Brand Authenticity

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Ресурсы - Параметры личности брэнда Премиум
 

Новости

брэнд личность
     
 

Новости

брэнд параметры
     
 

Видео

брэнд личность
     
 

Видео

брэнд параметры
     
 

Презентации

брэнд личность
     
 

Презентации

брэнд параметры
     
 

Более

брэнд личность
     
 

Более

брэнд параметры
     

Сравните с Brand Personality Dimensions (Параметры личности брэнда) Aaker: Brand Identity Prism (Призма индивидуальности брэнда)  |  Reputation Quotient  |  Brand Asset Valuator (Система оценки брэнд актива)


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