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.

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