The Brand Personality Model of Aaker

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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:

• 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.

Forum Start a new topic about Brand Personality Write here. Ask a question or explain something. Current forum discussions about Brand Personality: How to Create a Brand? The Brand Creation Process Brands and Branding are essential components of a successful business. But you need to think more in detail → What attributes and properties combine to create a brand? How to come up with such ... 18   30 comments Survey Questionnaire for Aaker's Brand Personality Where can I find an inventory or questionnaire to conduct a survey on the perceptions of the 5 brand personality dimensions? Thanks...... 15   3 comments 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.... 14   4 comments 🔥 Female Brands versus Male Brands New research by Pogacar et al. suggests that brand names that are linguistically sounding feminine generally outperform those that are perceived as masculine (except if a brand is aimed at a typical m... 11   2 comments Brand Personality for an Educational Institution Interesting idea and model, particularly for private educational institutions transitioning from more traditional marketing strategies to social media tools (in Canada, anyway). The brand personality... 10   1 comments

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Expert Tips Advanced insights about Brand Personality. Here you will find professional advices by experts. Consultancy Tips Teaching Tips Practical Implementation Tips Pitfalls of International / Global Brands Brand Portfolio Management, Brand Valuation Consistent with current trends in globalization, international firms have concentrated their efforts on the development ... What are Attributes of Strong Brands? Brand Management, Brand Valuation In the article “The Brand Report Card” (Harvard Business Review, January 2000), Kevin Lane Keller argues that the world’... How to Build a Brand in China Brand Development, China, Best Practices Based on data about Chinese consumers’ expectations, Paul F. Nunes, Susan A. Piotroski, Lay Lim Teo and R. Michael Mathe...

Information Sources Various sources of information regarding Brand Personality. Here you will find powerpoints, videos, news, etc. to use in your own lectures and workshops. Evolution of Consumer Brands over Time. Development Patterns and Transgression Brand Personality Effects over Time Article by Jennifer Aaker, Susan Fournier and S. Adam Brasel reports results from a longitudinal field experiment examin... The Impact of Fun and Classiness Brand Image Beliefs, Brand Image / Personality This study by Rajeev Batra and Pamela M. Homer experimentally examines some situational influences on the formation and ... Jennifer Aaker: Strong Brands Start Internally Jennifer Aaker on Branding Jennifer Aaker explains that strong brands start inside the company. A strong brand involves not just "Branding" which ...

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