The Brand Personality Model of Aaker

Knowledge Center

• About
• Home
• Dictionary
• Encyclopedia
• Question?
• Views

• Register
• Log in
• Help

• Change & Organization
• Communication & Skills
• Decision-making & Valuation
• Ethics & Responsibility
• Finance & Investing
• HRM
• Knowledge & Intangibles
• Leadership
• Marketing
• Program & Project
• Strategy
• Supply Chain & Quality

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:

• 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 Dimensions Special Interest Group (144 members)

Forum - Brand Personality Dimensions   In the forum section you will find recent discussions within this knowledge area.   Brand Personality - Education - Social Media Marketing (0 reactions) Interesting theory, particularly for private educational ...           Brand Personality Questionaire (1 reactions) Where can I find an inventory or questionnaire on brand pers...           CORPORATE Brand Personality Models (2 reactions) Can we apply the same model to measure corporate bran...           Destination Personality (1 reactions) I am applying the personality dimensions to destination bran...           Brand Personality for Recruitment (0 reactions) Has anyone tried to utlize this model for determining an org...           Using Brand Personality Dimensions Model for Goal Setting (1 reactions) This is a good model and I would like to use this to set goa...           Global Marketing Strategy (0 reactions) The world that we know today is becoming more and more conne...           Multi-attribute Theory (2 reactions) I have a question regarding the linear multi-attribute theor...           Branding Case: Why the Branding of Mauritius Failed (0 reactions) A branding exercise of Mauritius failed miserably because th...           Employment Branding Survey (1 reactions) I would like to do a survey on Employment Branding. Is it po...

Best Practices - Brand Personality Dimensions In the best practices section you will find the best forum discussions within this knowledge area.   How to Create a Brand? The Brand Creation Process (27 reactions) Brands and Branding are essential components of a successful...

Expert Tips - Brand Personality Dimensions In the expert tips section you will find advices from experts within this knowledge area.   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 Dimensions In the Resources section you will find powerpoint presentations, micro-learning videos, articles, news items, etc. within this knowledge area. 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...   Steve Jobs on Brand Strategy and Core Values Marketing, Branding, Strategic Vision, Core Values...   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...     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

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