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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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Brand Personality Special Interest Group.
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Compare with Aaker's Brand Personality Dimensions:
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