شرح ابعاد العلامة التجارية الشخصية لاكر

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ملخص

ابعاد العلامة التجارية الشخصية لجنّيفر أكر - جريدة ابحاث التسويق ، عدد 8/97 ، . صفحة 347=356 عبارة عن الهيكل الذى يقيس الشخصية فى العلامة التجارية الشخصية في خمسة أبعاد اساسية ، كلّ مقسم الى مجموعة من المظاهر.


انه نموذج يصف مقطع العلامة التجارية الشخصية باستعمال التماثل مع الكائن البشرى.


مظاهر الخمسة أبعاد

وهم: جنّيفر أكر [برند برسنليتي ديمنسونس]

  • الاخلاص - متواضع، صادق ، مفيد ، بهيج
  • الإثارة الجريئة - مفعم بالحرية ، تخيّليّ ، الامور المستجدة
  • الكفاءة - موثوق به ، ذكيّ ، ناجح
  • التعقيد - مستوى عالى ، يفتن
  • الصلابة - محب للطبيعة ، متين

كلّ مظهر بالتّالي يقاس بمجموعة من السمات. لقد أتمّت مقاييس السمات باستخدام (خمسة نقاط للقياس 1=غير قابل للوصف تماما ، 5=قابل للوصف تماما) يصنّف للمدى الذى يصف كلّ حالة من العلامة التجارية.


شرح السمات ينتمى إلى كلّ من المظاهر التالية

هذا السمات هى:

  • متواضع=متواضع، متكيف نحو العائلة ، بلدة صغيرة
  • صادق=صادق ، يصدق ، حقيقيّ
  • مفيد=مفيد ، أصليّ
  • بهيج=بهيج ، عاطفيّ ، ودّيّ
  • جريئ=جريئ ، متّبع آخر صيحة ، مثير
  • مفعم بالحرية=مفعم بالحرية ، هادىء ، شابّ
  • تخيّليّ=تخيّليّ ، فريد
  • الامور المستجدة=الامور المستجدة ، عضو مستقلّ ، معاصر
  • موثوق به=موثوق به ، يتحمل العمل ، مؤمّن
  • ذكاء=ذكاء، فنّ ، مؤسس
  • ناجح=ناجح ، زعيم ، واثق
  • مستوى عالى=مستوى عالى، فتنة ، مظهر جيد
  • فاتن=فاتن ، أنوثّة ، نعومية
  • بالعراءة=بالعراءة ، مذكّر ، غربيّ
  • متينة=متينة ، متينة

ان هيكل جنّيفر أكر لابعاد العلامة التجارية الشخصية يمكن استعماله للتحرّى عن الوضع الحالى للعلامة التجارية ووصف الوضع الحالى و الرغبات المستقبلية لها.


المجموعة ذات الاهتمام المشترك

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ابعاد العلامة التجارية المجموعة ذات الاهتمام المشترك.



المجموعة ذات الاهتمام المشترك (7 أعضاء)

المنتدى

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رؤى متقدمة حول Brand Personality (الإنجليزية). ستجد هنا نصائح مهنية من قبل خبراء.


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قارن مع ابعاد العلامة التجارية الشخصية لاكر : Brand Identity Prism منشور تحديد العلامة التجارية   |  Reputation Quotient حاصل السمعة   |  Brand Asset Valuator تقييم اصل العلامة التجارية


العودة لقائمة الادارة: اتخاذ القرار و التقييم  |  المعرفة و الادارة الغير محسوسة  |  التسويق


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