Das Markenpersönlichkeits-modell von Aaker

Wissenszentrum

Die Brand Personality Dimensions von Jennifer Aaker (Journal of Marketing Research, 8/97, pp. 347-356) ist ein Rahmenwerk, um die "Persönlichkeit" einer Marke in fünf Kern-Dimensionen zu beschreiben und zu messen, jede in einen Satz von Facetten unterteilt.

Es ist ein Modell um das Profil einer Marke zu beschreiben, indem es eine Analogie mit einem menschlichen Wesen verwendet.

Die fünf Kern-Dimensionen und ihre Facetten

Diese sind:

• Aufrichtigkeit (down-to-earth, ehrlich, gesund, heiter)
• Aufregung (verwegen, energisch, fantasiereich, aktuell)
• Kompetenz (zuverlässig, intelligent, erfolgreich)
• Klugheit (upper class, bezaubernd)
• Unempfindlichkeit (outdoorsy, haltbar)

Jede Facette wird der Reihe nach durch einen Satz Eigenschaften gemessen. Die Eigenschaftmessung wird mit einer fünf Punkte Skala (1 = überhaupt nicht beschreibend, 5 = extrem beschreibend) durchgeführt, um den Umfang zu bewerten, in dem jede Eigenschaft die spezifische Marke beschreibt.

Eine Erklärung der Eigenschaften, die jeder der Facetten angehören

Diese Eigenschaften sind:

• Down-to-earth = down-to-earth, familienorientiert, kleinstädtisch
• Ehrlich = ehrlich, aufrichtig, real
• Gesund = gesund, ursprünglich
• Heiter = heiter, sentimental, freundlich
• Verwegen = verwegen, trendy, aufregend
• Energisch = energisch, cool, jung
• Fantasiereich = fantasiereich, einzigartig
• Aktuell = aktuell, unabhängig, zeitgenössisch
• Zuverlässig = zuverlässig, hartarbeitend, sicher
• Intelligent = intelligent, technisch, unternehmerisch
• Erfolgreich = erfolgreich, führend, überzeugt
• Upper class = upper class, glamourös, ansehnlich
• Bezaubernd = Bezaubernd, weiblich, glatt
• Outdoorsy = outdoorsy, männlich, westlich
• Haltbar = haltbar, schroff

Das Brand Personality Dimensions Rahmenwerk von Jennifer Aaker kann benutzt werden, um den gegenwärtigen Status (IST) einer Marke zu erforschen und den gewünschten zukünftigen Status (SOLL) der Marke zu beschreiben.

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