The Brand Personality Model of Aaker

Knowledge Center


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
  Global Marketing Strategy
The world that we know today is becoming more and ...
  Multi-attribute Theory
I have a question regarding the linear multi-attri...
  Why the Branding of Mauritius Failed
The branding exercise of Mauritius failed miserabl...
  Brand Personality - Education - Social Media Marketing
Interesting theory, particularly for private ed...
  Brand Personality Questionaire
Where can I find an inventory or questionnaire on ...
  CORPORATE Brand Personality Models
Can we apply the same model to measure corporat...
  Destination Personality
I am applying the personality dimension to destina...
  Brand Personality for Recruitment
Has anyone tried to utlize this model for determin...
  Using Brand Personality Dimensions Model for Goal Setting
This is a good model and I would like to use this ...
  Election Campaign Marketing
In developed countries this concept exists from lo...
  Employment Branding Survey
I would like to do a survey on Employment Branding...
  Multiple Brand Dimensions
I believe Professors Berthon, Holbrook, Hulbert an...

Brand Personality Dimensions Special Interest Group

Special Interest Group

Brand Personality Dimensions Education & Events

Find Trainings, Seminars and Events

Best Practices - Brand Personality Dimensions Premium
  How to Create a Brand? The Brand Creation Process
Brands and Branding are essential components of a ...

Expert Tips - Brand Personality Dimensions Premium

Pitfalls of International / Global Brands

Consistent with current trends in  

What are Attributes of Strong Brands?

In the article “The Brand Report Card” (Har...
Usage (application): Brand Management, Brand Valuation

How to Build a Brand in China

Based on data about Chinese consumers’ expectation...
Usage (application): Brand Development, China, Best Practices

Dimensions and Traits of the Corporate Brand Personality

In contrast to product brand personality, which ty...
Usage (application): Corporate Brand Development

Generic Traits of a Good Brand

A good brand displays nine traits:
1. ...
Usage (application): Brand Management, Checklist

How to Divest 2nd Tier CPG Brands?

On top of the value of each individual brand comes...
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 ...
Usage (application): Brand Management, Brand Strategy, Marketing Strategy

The Need for Brand Authenticity

In an article called "Embrace the Dark Side" in th...
Usage (application): Branding

Generic Implementation Steps of a Global Brand

Firms that want to build global brands should t...
Usage (application): Global Brand Development, Best Practices

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

Despite of the efforts of companies to differentia...
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 tha...
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 in...
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...
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 i...
Usage (application): Branding, Brand Recognition

Focus Points in City Branding

Although most people are used to products and serv...
Usage (application): City Branding, Regional Branding, Geographical Branding

Brand Relationship Quality

A lot of research has been done to consumers’ bran...
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 ...
Usage (application): Global Branding, Corporate Reputation, CSR, Globalization

Advance yourself in business administration and management

Resources - Brand Personality Dimensions Premium

Evolution of Consumer Brands over Time. Development Patterns and Transgression

Article by Jennifer Aaker, Susan Fournier and S. A...
Usage (application): Brand Personality Effects over Time

The Impact of Fun and Classiness

This study by Rajeev Batra and Pamela M. Homer exp...
Usage (application): Brand Image Beliefs, Brand Image / Personality

Jennifer Aaker: Strong Brands Start Internally

Jennifer Aaker explains that strong brands start i...
Usage (application): Jennifer Aaker on Branding

Brand Identity Positioning

Brand Positioning by A. Kwanta Panthongprasert, De...
Usage (application): Positioning

Original In-depth Research Paper by Aaker

Although a considerable amount of research in pers...
Usage (application): Brand Personality

Brand Stretching and Extension

Presentation that is mainly about Brand Stretching...
Usage (application): Brand Management, Brand Identity, Global Brand, Meta Brand

Martin's Trust Model: The Trust Matrix

An important determinant of the reputation of your...
Usage (application): Trust, Corporate Reputation, Corporate Branding, Corporate Image

Steve Jobs on Brand Strategy and Core Values

In this video Steve Jobs gives a presentation on M...
Usage (application): Marketing, Branding, Strategic Vision, Core Values

Branding Cities: City Branding

This presentation is about city branding. It expla...
Usage (application): City Branding, Branding Strategies

Country Branding: Branding a Country

This presentation is about branding a country or a...
Usage (application): Country Branding, Place Branding

How Sponsoring Enhances and Supports other Marketing Elements

Fiona Green explaines that sponsoring is valuable ...
Usage (application): Initial Understanding of the Added Value of Sponsoring

Understand the Basics Behind Sport Sponsoring

A sponsorship is a business contract between a com...
Usage (application): Initial Understanding of Sport Sponsoring

The Self-Expressing Role of Brands

1999 Paper by Jennifer Aaker. Considerable researc...
Usage (application): Brand Management

Brand Personality Model Diagram

Download and edit the 12manage PowerPoint model fo...
Usage (application): Brand Strategy

News about Brand Personality


News about Brand Dimensions


Videos about Brand Personality


Videos about Brand Dimensions


Presentations about Brand Personality


Presentations about Brand Dimensions


Books about Brand Personality


Books about Brand Dimensions


More about Brand Personality


More about Brand Dimensions


Accelerate your management career

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

Return to Management Hub: Decision-making & Valuation  |  Knowledge & Intangibles  |  Marketing

More Management Methods, Models and Theory

Special Interest Group Leader

You here

About 12manage | Advertising | Link to us / Cite us | Privacy | Suggestions | Terms of Service
© 2018 12manage - The Executive Fast Track. V14.1 - Last updated: 25-9-2018. All names ™ of their owners.