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.

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