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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]](images/picture_aaker_brand_personality_dimensions.gif)
- 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.
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ابعاد العلامة التجارية المجموعة ذات الاهتمام المشترك.
المجموعة ذات الاهتمام المشترك (6 أعضاء)
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مواضيع المناقشة الأعلى تصنيفا حول ابعاد العلامة التجارية. ستجد هنا أهم الأفكار والاقتراحات العملية.
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مصادر المعلومات المختلفة المتعلقة ابعاد العلامة التجارية. هنا سوف تجد POWERPOINTS، وأشرطة الفيديو، والأخبار، وما إلى ذلك لاستخدامها في المحاضرات وورش العمل الخاصة بك.
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القفز تلقائيًا إلى مصادر مفيدة أخرى بخصوص ابعاد العلامة التجارية.
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أخبار
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فيديو
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عروض
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الكتب
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ويكيبيديا
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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
العديد من مناهج و نماذج و نظريات فى الادارة
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المجموعة ذات الاهتمام المشترك
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