Varumärkespersonlighet Modellen av Aaker



Beskriva och mäta "personligheten" hos ett varumärke. Förklaring av Brand Personality Dimensions / Varumärkets personlighet


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Varumärkespersonlighet av Jennifer Aaker (Journal of Marketing Research, 8/97, pp. 347-356) är ett ramverk för att beskriva, och att mäta 'personligheten" hos ett varumärke i fem huvud dimensioner, var och en indelad i en uppsättning av aspekter.

Det är en modell som beskriver profilen hos ett varumärke, genom att använda en analogi med en människa.

Fem huvuddimensioner och deras aspekter

Dessa är:Jennifer Aaker Varumärkespersonlighet

  • Uppriktighet (jordnära, ärlig, hälsosam, gladlynt)
  • Spänning (våga, uppmuntrande, fantasirik, aktuellt)
  • Kompetens (pålitligt, intelligent, lyckat)
  • Sofistikerat (överklass som, charmerande)
  • Strapatsrik (uteliv, tuff)

Varje aspekt i sin tur mäts av en uppsättning av karaktärer. Karaktärsmätningarna görs genom att använda en fempoängs skala (1 = inte alls beskrivna, 5 = extremt mycket beskrivna) som klassar i hur hög grad som varje karaktär beskriver det specifika varumärket.

En förklaring till karaktärerna som hör ihop med var och en av aspekterna

Dessa karaktärsdrag är:

  • Jordnära = jordnära, familjeorienterade, småstad
  • Ärliga = ärliga, uppriktiga, verkliga
  • Sunda = sunda och nyttiga, originella
  • Gladlynta = gladlynta, känslosamma, vänskapliga
  • Vågade = vågade, moderiktiga, spännande
  • Klämmiga =spirituella, coola, ungt, klämmiga  
  • Fantasirika = fantasirika, unika
  • Aktuella = aktuella, oberoende, samtida
  • Pålitliga = pålitliga, hårt arbetetande, trygga, stadiga
  • Intelligenta = intelligenta, tekniska, företagsamma
  • Framgångsrika = framgångsrika, lyckade, ledare, säker
  • Överklass = överklass, glamorösa, bra utseende
  • Charmiga = charmiga, som är kvinnliga, mjuka
  • Friluftslivsstil = uteliv, friluftsliv,som är manligt, Väst
  • Tuff = tuff, kraftfull

Varumärkets personlighetsdimensioners ramverk av Jennifer Aaker kan användas till att utforska nuvarande läget (IST) hos ett varumärke och beskriva det önskade framtida läget (SOLL) hos varumärket.

Varumärkespersonlighet Forumet
  Global Marketing Strategy
The world that we know today is becoming more and more connected due to the effect of globalization, but consumers still attempt to link their personality to the brands they buy by association (Curran & He...
  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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Best Practices - Varumärkespersonlighet Premium
  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?...

Expert Tips (ENG) - Brand Personality Dimensions Premium

Pitfalls of International / Global Brands

Consistent with current trends in globalization, international firms have concentrated their efforts on t...
Usage (application): Brand Portfolio Management, Brand Valuation

What are Attributes of Strong Brands?

In the article “The Brand Report Card” (Harvard Business Review, January 2000), Kevin Lane Keller argues that the world’s strongest brands shar...
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 “...
Usage (application): Brand Development, China, Best Practices

Dimensions and Traits of the Corporate Brand Personality

In contrast to product brand personality, which typically relates to consumers and user imagery for a specific product brand, corporate brand personal...
Usage (application): Corporate Brand Development

Generic Traits of a Good Brand

A good brand displays nine traits:
1. It drives shareholder value.
2. Top executives support the branding effort, marketing people ma...
Usage (application): Brand Management, Checklist

How to Divest 2nd Tier CPG Brands?

On top of the value of each individual brand comes the value of brands combined whith eachother. Bahadur, Landry and Treppo of consultancy firm BAH gi...
Usage (application): Brand Portfolio Management, Freeing up Resources for Main Brands, Brand Valuation

Benefits of a Strong Brand Personality

A lot of research has been done on the effects of brand personality; these researches suggested various benefits that may arise from strong brand pers...
Usage (application): Brand Management, Brand Strategy, Marketing Strategy

The Need for Brand Authenticity

In an article called "Embrace the Dark Side" in the HBR of Oct 2006, Michael J. Fanuelle says that to be strong, brands need authenticity. Perfect pur...
Usage (application): Branding

Generic Implementation Steps of a Global Brand

Firms that want to build global brands should take following 10 steps:
1. Involve the CEO and board to provide top-down guidance.
2. ...
Usage (application): Global Brand Development, Best Practices

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

Despite of the efforts of companies to differentiate their brand from other brands, in many product categories a high level of brand similarity/brand ...
Usage (application): Branding, Brand Management, Brand Parity, Brand Similarity, Know Model, Brand Differentiation

Nationalism and Patriotism in Corporate Brand Communication Strategies

Past research in market communication revealed that many consumers prefer to purchase domestic brands because they want to stimulate their own country...
Usage (application): Corporate Branding, Corporate Reputation, Corporate Nationality, Corporate Patriotism, Corporate Nationalism

Six Steps for Integrating Social Media Into your Organization

In order to successfully integrate social media into your organization, six useful steps can be used. These are the following:
  1. DEFINE ...
    Usage (application): Social Media Integration, Using Social Media, Social Media for Business

Status Brands: The influence of Power-distance Beliefs

Status brands are brands that can inherently raise the social prestige of its owners within a certain community or society.
Status brands are dif...
Usage (application): Branding, Brand Management, Power Distance, Brand Recognition

The 22 Laws of Branding (Trout & Ries)

1. The Law of Expansion: The power of a brand is inversely proportional to its scope. Trying to be all things to all people undermines the power of th...
Usage (application): Branding, Brand Recognition

Focus Points in City Branding

Although most people are used to products and services marketing, cities are increasingly being used as a marketing tool since the end of the twentiet...
Usage (application): City Branding, Regional Branding, Geographical Branding

Brand Relationship Quality

A lot of research has been done to consumers’ brand evaluations about brands by examining factors such as brand attitudes and perceived brand quality....
Usage (application): Branding, Brand Management, Brand Differentiation, Brand Relationship

Three Dimensions in How Global Brands are Evaluated by Consumers

Holt et al. (2004) researched how people evaluate and value global brands. They found out that 3 main characteristics are critical in the evaluation o...
Usage (application): Global Branding, Corporate Reputation, CSR, Globalization

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