El Modelo Personalidad de la Marca de Aaker

Las dimensiones de la personalidad de la marca, de Jennifer Aaker (Journal of Marketing Research, 8/97, pp. 347-356) es un marco para describir y para medir la 'personalidad " de una marca de fábrica en cinco dimensiones de la base, cada uno dividida en un grupo de facetas.

Es un modelo para describir el perfil de una marca usando una analogía con un humano.

Las cinco principales dimensiones y sus facetas

Éstos son:

• Sinceridad (llano, honesto, sano, alegre)
• Entusiasmo (atrevido, inspirado, imaginativo, actualizado)
• Capacidad (confiable, inteligente, éxito)
• Sofisticación (clase alta, encantador)
• Aspereza (natural, resistente)

Cada faceta, alternadamente, es medida por un grupo de atributos. Se hacen las mediciones de los atributos usando una escala de cinco puntos (1 = en absoluto descriptivo, 5 = extremadamente descriptivo) clasificando el grado en el cual cada rasgo describe la marca específica.

Una explicación de los atributos que pertenecen a cada una de las facetas

Estos atributos son:

• Bajo tierra = dirigido a familias, ciudades pequeñas
• Honesto = honesto, sincero, verdadero
• Sano = sano, original
• Alegre = alegre, sentimental, amistoso
• Atrevido = atrevido, de moda, excitante
• Inspirado = inspirado, fresco, joven
• Imaginativo = imaginativo, único
• Actualizado = actualizado, independiente, contemporáneo
• Funcionamiento confiable = confiable, duro, seguro
• Inteligente = inteligente, técnico, empresarial
• Acertado = acertado, líder, confiado
• Clase alta = clase alta, encantador, apuesto
• Encantador = encantador, femenino, suave
• Rural = rural, masculino, occidental
• Resistente = tosco, rugoso

El marco de las dimensiones de Personalidad de la marca de Jennifer Aaker, se puede utilizar para investigar el estado actual (IST) de una marca y para describir el estado futuro deseado (SOLL) de la marca.

Foro Nuevo Tema Foro sobre Personalidad de la Marca. How to Create a Brand? The Brand Creation Process Brands and Branding are essential components of a successful business. But more in detail, what attributes and properti (...) 10   27 reacciones Brand Personality - Education - Social Media Marketing Interesting theory, particularly for private educational institutions transitioning from more traditional marketing stra (...) 10   0 reacciones Brand Personality Questionaire Where can I find an inventory or questionnaire on brand personality dimensions? Thanks... (...) 9   1 reacciones 6 Human Attributes of Human-Centric Brands (Kotler) In marketing, it's being said for a long time: 'The Customer is King'. In the digital era, this saying is truly manifest (...) 6   2 reacciones CORPORATE Brand Personality Models Can we apply the same model to measure corporate brand personality (of banks)? Or else, what is best model to mea (...) 5   2 reacciones Destination Personality I am applying the personality dimensions to destination brands. Has anyone done this before? I am doubting which model i (...) 4   1 reacciones Brand Personality for Recruitment Has anyone tried to utlize this model for determining an organization's personality traits for the purpose of employment (...) 4   0 reacciones Using Brand Personality Dimensions Model for Goal Setting This is a good model and I would like to use this to set goals for my department and individual staff members. We need t (...) 4   1 reacciones Global Marketing Strategy The world that we know today is becoming more and more connected due to the effect of globalization, but consumers still (...) 3   0 reacciones Multi-attribute Theory I have a question regarding the linear multi-attribute theory? What is this model? What are indifference curves in terms (...) 3   2 reacciones Branding Case: Why the Branding of Mauritius Failed A branding exercise of Mauritius failed miserably because the dual-language slogan "Mauritius, c'est un plaisir" did not (...) 3   0 reacciones Employment Branding Survey I would like to do a survey on Employment Branding. Is it possible to suggest me on how to go about? (...) 2   1 reacciones

Consejos de Expertos Regístrate Conocimientos avanzados sobre Brand Personality (Inglés). Aquí encontrará consejos profesionales de expertos. Pitfalls of International / Global Brands Brand Portfolio Management, Brand Valuation Consistent with current trends in globalization, international firms have concentrated their efforts on the development (...) What are Attributes of Strong Brands? Brand Management, Brand Valuation In the article “The Brand Report Card” (Harvard Business Review, January 2000), Kevin Lane Keller argues that the world’ (...) How to Build a Brand in China Brand Development, China, Best Practices Based on data about Chinese consumers’ expectations, Paul F. Nunes, Susan A. Piotroski, Lay Lim Teo and R. Michael Mathe (...) Dimensions and Traits of the Corporate Brand Personality Corporate Brand Development In contrast to product brand personality, which typically relates to consumers and user imagery for a specific product b (...) Generic Traits of a Good Brand Brand Management, Checklist A good brand displays nine traits: 1. It drives shareholder value. 2. Top executives support the branding effort, mark (...) How to Divest 2nd Tier CPG Brands? Brand Portfolio Management, Freeing up Resources for Main Brands, Brand Valuation On top of the value of each individual brand comes the value of brands combined whith eachother. Bahadur, Landry and Tre (...) Benefits of a Strong Brand Personality Brand Management, Brand Strategy, Marketing Strategy A lot of research has been done on the effects of brand personality; these researches suggested various benefits that ma (...) The Need for Brand Authenticity Branding In an article called "Embrace the Dark Side" in the HBR of Oct 2006, Michael J. Fanuelle says that to be strong, brands (...) Generic Implementation Steps of a Global Brand Global Brand Development, Best Practices Firms that want to build global brands should take following 10 steps: 1. Involve the CEO and board to provide top-down (...) Why are Brands Often So Similar? Understanding Brand Similarity/Parity Branding, Brand Management, Brand Parity, Brand Similarity, Know Model, Brand Differentiation Despite of the efforts of companies to differentiate their brand from other brands, in many product categories a high le (...) Nationalism and Patriotism in Corporate Brand Communication Strategies Corporate Branding, Corporate Reputation, Corporate Nationality, Corporate Patriotism, Corporate Nationalism Past research in market communication revealed that many consumers prefer to purchase domestic brands because they want (...) Six Steps for Integrating Social Media Into your Organization Social Media Integration, Using Social Media, Social Media for Business In order to successfully integrate social media into your organization, six useful steps can be used. These are the foll (...) Status Brands: The influence of Power-distance Beliefs Branding, Brand Management, Power Distance, Brand Recognition Status brands are brands that can inherently raise the social prestige of its owners within a certain community or socie (...) The 22 Laws of Branding (Trout & Ries) Branding, Brand Recognition 1. The Law of Expansion: The power of a brand is inversely proportional to its scope. Trying to be all things to all peo (...) Focus Points in City Branding City Branding, Regional Branding, Geographical Branding Although most people are used to products and services marketing, cities are increasingly being used as a marketing tool (...) Brand Relationship Quality Branding, Brand Management, Brand Differentiation, Brand Relationship A lot of research has been done to consumers’ brand evaluations about brands by examining factors such as brand attitude (...) Three Dimensions in How Global Brands are Evaluated by Consumers Global Branding, Corporate Reputation, CSR, Globalization Holt et al. (2004) researched how people evaluate and value global brands. They found out that 3 main characteristics ar (...)

Fuentes de Información Regístrate Varias fuentes de información sobre Personalidad de la Marca. Aquí encontrará powerpoints, videos, noticias, etc. para usar en sus propias conferencias y talleres.

Compare con las Dimensiones del Personalidad de la Marca de Aaker: Prisma de Identidad de la Marca  |  Reputation Quotient  |  Valuación de Marcas

Vuelva a la página principal de Administración: Toma de Decisiones y Valuación  |  Conocimiento e Intangibles  |  Marketing

Más Métodos, Modelos y Teoría de la Administración