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 Discusiones en el Foro sobre Personalidad de la Marca. A continuación puede hacer una pregunta sobre este tema, compartir sus experiencias, informar un nuevo desarrollo o explicar algo. Iniciar un tema nuevo sobre Personalidad de la Marca Comparta sus conocimientos aquí (o haga una pregunta)   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 properties combine to create a brand and is the creation process instantaneous or evolut... 12   27 comentarios Brand Personality - Education - Social Media Marketing Interesting theory, particularly for private educational institutions transitioning from more traditional marketing strategies to social media tools (in Canada, anyway). The brand personality of a co... 10   Brand Personality Questionaire Where can I find an inventory or questionnaire on brand personality dimensions? Thanks...... 9   1 comentarios 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 manifested. Marketers now need to adapt and create brands that behave like humans - appr... 6   2 comentarios Do Female Brands Outperform Male Brands? New research by Pogacar et al. suggests that brand names that are linguistically sounding feminine generally outperform those that are perceived as masculine (except if a brand is aimed at a typical m... 5   1 comentarios CORPORATE Brand Personality Models Can we apply the same model to measure corporate brand personality (of banks)? Or else, what is best model to measure corporate brand personality.... 5   2 comentarios Brand Personality for Recruitment Has anyone tried to utlize this model for determining an organization's personality traits for the purpose of employment recruitment attraction?... 5   Destination Personality I am applying the personality dimensions to destination brands. Has anyone done this before? I am doubting which model is more applicable (Aaker's Model or the model by McCray & Costa with their big f... 4   1 comentarios 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 to improve our credibility & image internally in our hospital organization. Has a... 4   1 comentarios Global Marketing Strategy The world that we know today is becoming more and more connected due to the effect of globalization, but consumers still attempt to link their personality to the brands they buy by association (Curran... 3   Multi-attribute Theory I have a question regarding the linear multi-attribute theory? What is this model? What are indifference curves in terms of multi-atribute theory? How can these be plotted for any given attributes?... 3   2 comentarios 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 connect with the people, but exacerbated the tensions already existing at the t... 3   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 comentarios

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Fuentes de Información Varias fuentes de información sobre Personalidad de la Marca. Aquí encontrará powerpoints, videos, noticias, etc. para usar en sus propias conferencias y talleres. Evolution of Consumer Brands over Time. Development Patterns and Transgression Brand Personality Effects over Time Article by Jennifer Aaker, Susan Fournier and S. Adam Brasel reports results from a longitudinal field experiment examin... The Impact of Fun and Classiness Brand Image Beliefs, Brand Image / Personality This study by Rajeev Batra and Pamela M. Homer experimentally examines some situational influences on the formation and ... Jennifer Aaker: Strong Brands Start Internally Jennifer Aaker on Branding Jennifer Aaker explains that strong brands start inside the company. A strong brand involves not just "Branding" which ... Brand Identity Positioning Positioning Brand Positioning by A. Kwanta Panthongprasert, Department of Advertsising, 2010. A clear summary presentation about Br... Original In-depth Research Paper by Aaker Brand Personality Although a considerable amount of research in personality psychology has been done to conceptualize human personality, i... Brand Stretching and Extension Brand Management, Brand Identity, Global Brand, Meta Brand Presentation that is mainly about Brand Stretching and branding in a Global Context. The presentation includes many exam... Martin's Trust Model: The Trust Matrix Trust, Corporate Reputation, Corporate Branding, Corporate Image An important determinant of the reputation of your brand, company or sector is TRUST. In the financial sector for exampl... Branding Cities: City Branding City Branding, Branding Strategies This presentation is about city branding. It explains how to successfully brand cities. The following sections are inclu... Country Branding: Branding a Country Country Branding, Place Branding This presentation is about branding a country or another geographic location. Next to the outline, there are several cou... How Sponsoring Enhances and Supports other Marketing Elements Initial Understanding of the Added Value of Sponsoring Fiona Green explaines that sponsoring is valuable to support and enhance other marketign elemenets such as CRM, PR, adve... Understand the Basics Behind Sport Sponsoring Initial Understanding of Sport Sponsoring A sponsorship is a business contract between a company and an individual, a club, a team or an event in which the compan... The Self-Expressing Role of Brands Brand Management 1999 Paper by Jennifer Aaker. Considerable research in consumer experimental psychology has examined the self-expressive... Brand Personality Model Diagram Brand Strategy Download and edit the 12manage PowerPoint model for limited personal, educational and business use. Republishing in int...

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