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.

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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 ... Brand Identity Positioning Positioning Brand Positioning by A. Kwanta Panthongprasert, Department of Advertsising, 2010. A clear summary presentation about Br... Original In-depth Research Paper by Aaker Brand Personality Although a considerable amount of research in personality psychology has been done to conceptualize human personality, i... Brand Stretching and Extension Brand Management, Brand Identity, Global Brand, Meta Brand Presentation that is mainly about Brand Stretching and branding in a Global Context. The presentation includes many exam... Martin's Trust Model: The Trust Matrix Trust, Corporate Reputation, Corporate Branding, Corporate Image An important determinant of the reputation of your brand, company or sector is TRUST. In the financial sector for exampl... Branding Cities: City Branding City Branding, Branding Strategies This presentation is about city branding. It explains how to successfully brand cities. The following sections are inclu... Country Branding: Branding a Country Country Branding, Place Branding This presentation is about branding a country or another geographic location. Next to the outline, there are several cou... How Sponsoring Enhances and Supports other Marketing Elements Initial Understanding of the Added Value of Sponsoring Fiona Green explaines that sponsoring is valuable to support and enhance other marketign elemenets such as CRM, PR, adve... Understand the Basics Behind Sport Sponsoring Initial Understanding of Sport Sponsoring A sponsorship is a business contract between a company and an individual, a club, a team or an event in which the compan... The Self-Expressing Role of Brands Brand Management 1999 Paper by Jennifer Aaker. Considerable research in consumer experimental psychology has examined the self-expressive... Brand Personality Model Diagram Brand Strategy Download and edit the 12manage PowerPoint model for limited personal, educational and business use. Republishing in int...

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