Il Modello della Personalità di un Marchio di Aaker

Centro di Conoscenza

Le Dimensioni della Personalità del Marchio di Jennifer Aaker (Journal of Marketing Research, 8/97, pp. 347-356) è una struttura per descrivere e misurare "la personalità" di un marchio in cinque dimensioni centrali, ciascuna divisa in una serie di aspetti.

È un modello per descrivere il profilo di un brand usando un'analogia con un essere umano.

Le cinque dimensioni centrali ed i loro aspetti

Questi sono:

• Sincerità (semplice, onesto, sano, allegro)
• Eccitamento (audace, animato, immaginativo, aggiornato)
• Competenza (affidabile, intelligente, di successo)
• Sofisticazione (di categoria superiore, di charme)
• Natura rude (aperto, duro)

Ogni aspetto è a sua volta misurato da un insieme di caratteristiche. Le misurazioni delle caratteristiche sono fatte usando una scala che va da uno a cinque (1 = per niente descrittivo, 5 = estremamente descrittivo) che valuta il limite di ogni caratteristica di descrivere il marchio specifico.

Una spiegazione delle caratteristiche che appartengono a ciascuno degli aspetti

Queste caratteristiche sono:

• Semplice = semplice, orientato alla famiglia, provinciale
• Onesto = onesto, sincero, reale
• Sano = sano, originale
• Allegro = allegro, sentimentale, amichevole
• Audace = audace, trendy, eccitante
• Animato = animato, sfacciato, giovane
• Immaginativo = immaginativo, unico
• Aggiornato = aggiornato, indipendente, contemporaneo
• Affidabile = affidabile, lavoratore, sicuro
• Intelligente = intelligente, tecnico, aziendale
• Di successo = di successo, leader
• Di categoria superiore = di categoria superiore, affascinante, attraente
• Di charme = di charme, femminile, vellutato
• Aperto = aperto, maschile, occidentale
• Duro = duro, rude

La Struttura delle Dimensioni della Personalità del Marchio di Jennifer Aaker può essere usata per studiare lo stato attuale (IST) di un marchio e per descrivere la condizione futura desiderata (SOLL) del marchio.

Forum Discussioni nei forum sul Personalità del Marchio. Di seguito puoi porre una domanda su questo argomento, condividere le tue esperienze, segnalare un nuovo sviluppo o spiegare qualcosa. 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 commenti 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 commenti 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 commenti 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 commenti 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 commenti 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 commenti 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 commenti 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 commenti 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 commenti Inizia un nuovo argomento sul Personalità del Marchio

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