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.
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
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.
Brand Personality Effects over Time Article by Jennifer Aaker, Susan Fournier and S. Adam Brasel reports results from a longitudinal field experiment examin...
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