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.


Special Interest Group - Brand Personality


Special Interest Group (136 members)


Forum - Brand Personality  

Discussions about Brand Personality.


  How to Create a Brand? The Brand Creation Process
Brands and Branding are essential components of a successful business. But more in detail, what att (...)
 
 
 
 
  Brand Personality - Education - Social Media Marketing
Interesting theory, particularly for private educational institutions transitioning from more tradit (...)
 
 
 
 
  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 (...)
 
 
 
 
  Destination Personality
I am applying the personality dimensions to destination brands. Has anyone done this before? I am do (...)
 
 
 
 
  Brand Personality for Recruitment
Has anyone tried to utlize this model for determining an organization's personality traits for the p (...)
 
 
 
 
  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 staf (...)
 
 
 
 
Hot Global Marketing Strategy
The world that we know today is becoming more and more connected due to the effect of , but consumer (...)
 
 
 
 
  Multi-attribute Theory
I have a question regarding the linear multi-attribute theory? What is this model? What are indiffer (...)
 
 
 
 
  Branding Case: Why the Branding of Mauritius Failed
A branding exercise of Mauritius failed miserably because the dual-language slogan "Mauritius, c'est (...)
 
 
 
 
  Employment Branding Survey
I would like to do a survey on Employment Branding. Is it possible to suggest me on how to go about? (...)
 
 
 
 

Best Practices - Brand Personality

Here you find the most valuable discussions from the past.



Expert Tips - Brand Personality

Here you will find advices by experts.


 

Pitfalls of International / Global Brands

Brand Portfolio Management, Brand Valuation (...)
 
 
 

What are Attributes of Strong Brands?

Brand Management, Brand Valuation (...)
 
 
 

How to Build a Brand in China

Brand Development, China, Best Practices (...)
 
 
 

Dimensions and Traits of the Corporate Brand Personality

Corporate Brand Development (...)
 
 
 

Generic Traits of a Good Brand

Brand Management, Checklist (...)
 
 
 

How to Divest 2nd Tier CPG Brands?

Brand Portfolio Management, Freeing up Resources for Main Brands, Brand Valuation (...)
 
 
 

Benefits of a Strong Brand Personality

Brand Management, Brand Strategy, Marketing Strategy (...)
 
 
 

The Need for Brand Authenticity

Branding (...)
 
 
 

Generic Implementation Steps of a Global Brand

Global Brand Development, Best Practices (...)
 
 
 

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

Branding, Brand Management, Brand Parity, Brand Similarity, Know Model, Brand Differentiation (...)
 
 
 

Nationalism and Patriotism in Corporate Brand Communication Strategies

Corporate Branding, Corporate Reputation, Corporate Nationality, Corporate Patriotism, Corporate Nationalism (...)
 
 
 

Six Steps for Integrating Social Media Into your Organization

Social Media Integration, Using Social Media, Social Media for Business (...)
 
 
 

Status Brands: The influence of Power-distance Beliefs

Branding, Brand Management, Power Distance, Brand Recognition (...)
 
 
 

The 22 Laws of Branding (Trout & Ries)

Branding, Brand Recognition (...)
 
 
 

Focus Points in City Branding

City Branding, Regional Branding, Geographical Branding (...)
 
 
 

Brand Relationship Quality

Branding, Brand Management, Brand Differentiation, Brand Relationship (...)
 
 
 

Three Dimensions in How Global Brands are Evaluated by Consumers

Global Branding, Corporate Reputation, CSR, Globalization (...)
 
 

Resources - Brand Personality

Here you find powerpoint presentations, micro-learning videos and further information sources.


Evolution of Consumer Brands over Time. Development Patterns and Transgression

Brand Personality Effects over Time (...)
 

The Impact of Fun and Classiness

Brand Image Beliefs, Brand Image / Personality (...)
 

Jennifer Aaker: Strong Brands Start Internally

Jennifer Aaker on Branding (...)
 

Brand Identity Positioning

Positioning (...)
 

Original In-depth Research Paper by Aaker

Brand Personality (...)
 

Brand Stretching and Extension

Brand Management, Brand Identity, Global Brand, Meta Brand (...)
 

Martin's Trust Model: The Trust Matrix

Trust, Corporate Reputation, Corporate Branding, Corporate Image (...)
 

Branding Cities: City Branding

City Branding, Branding Strategies (...)
 

Country Branding: Branding a Country

Country Branding, Place Branding (...)
 

How Sponsoring Enhances and Supports other Marketing Elements

Initial Understanding of the Added Value of Sponsoring (...)
 

Understand the Basics Behind Sport Sponsoring

Initial Understanding of Sport Sponsoring (...)
 

The Self-Expressing Role of Brands

Brand Management (...)
 

Brand Personality Model Diagram

Brand Strategy (...)
 

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


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


More Management Methods, Models and Theory

Special Interest Group Leader

You here? Sign up for free


 



About 12manage | Advertising | Link to us / Cite us | Privacy | Suggestions | Terms of Service
© 2019 12manage - The Executive Fast Track. V15.2 - Last updated: 13-12-2019. All names ™ of their owners.