|
Jennifer Aaker의 브랜드 개성 차원은 (Journal of Marketing Research, 8/97,pp. 347-356) 하나의 브랜드 개성을 5가지 핵심 차원으로 기술하고 측정하는모델이다.
이 모델은 브랜드를 인간에 비유하여 브랜드 프로파일을 기술하기 위한 모델이다.
5가지 핵심 차원과 측면
이들은: ![Jennifer Aaker Brand Personality[브랜드 개성] 차원](images/picture_aaker_brand_personality_dimensions.gif)
- 성실함 (현실적인,정직한,건전한,생기있는)
- 흥분 (대담한, 활발한, 상상력이 풍부한, 최신의)
- 능력 (신뢰할만한, 지적인, 성공지향적인)
- 세련됨 (매력적인, 상류층적인)
- 강인함 (외향적인, 거친)
각 측면들은 일련의 특징들로 측정된다. 특징은 5점 척도 (1=전혀 다름, 5=매우 비슷함) 를 사용하며, 각각의 특징이 특정 브랜드를 묘사하는 정도를 등급화하여 측정된다.
각각의 측면에 속하는 특징의 설명
이 특징들은:
- 현실적인 = 현실적인, 가족지향적인, 소도시적
- 정직한 = 정직한, 성실한, 실재의
- 건전한 = 건전한, 오리지널
- 쾌할한 = 쾌할한, 감성적인, 친근한
- 대담한 = 대담한, 유행을 따르는, 흥미로운
- 활발한 = 활발한, 멋진, 젊은
- 상상력이 풍부한 = 상상력이 풍부한, 독특한
- 최신의 = 최신의, 독립적인, 현대적인
- 신뢰할만한 = 신뢰할만한, 열심히 일하는, 안전한
- 지적인 = 지적인, 기술적인, 기업
- 성공적인 = 성공적인, 리더, 자신감있는
- 상류층의 = 상류층의, 풍성한, 보기 좋은
- 매력적인 = 매력적인, 여성적인, 브드러운
- 외향적인 = 외향적, 근육질의, 서구적인
- 거친 = 거친, 어려운
Jennifer Aaker의 브랜드개성 모델은 브랜드의 현재 상황 (IST) 를 조사하고, 브랜드의 바람직한 미래 상태 (SOLL)를 기술하기 위하여 이용될 수 있다.
|
다음에 대한 포럼 토론: 브랜드 개성차원. 아래에서 이 주제에 대해 질문하거나 경험을 공유하거나 새로운 개발을 보고하거나 무언가를 설명할 수 있습니다.
|
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 개의 댓글 |
|
|
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 개의 댓글 |
|
|
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 개의 댓글 |
|
|
|
브랜드 개성차원에 대한 최고 평점 토론 주제. 여기에서 가장 가치있는 아이디어와 실용적인 제안을 찾을 수 있습니다.
|
|
|
Brand Personality에 대한 고급 통찰력 (영어). 여기에서 전문가의 전문적인 조언을 찾을 수 있습니다.
|
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...
|
|
|
|
브랜드 개성차원 에 대한 다양한 정보 출처. 여기에서 자신의 강의 및 워크샵에 사용할 파워 포인트, 비디오, 뉴스 등을 찾을 수 있습니다.
|
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...
|
|
|
|
브랜드 개성차원다음과 관련된 다른 유용한 소스로 자동으로 이동합니다 .
뉴스
|
영화
|
프리젠 테이션
|
| |
서적
|
플라톤 학파 사람들
|
더
|
|
|
|
브랜드 개성 관련개념 : Brand Identity Prism 브랜드아이덴터티 프리즘 | 명망 지수 | Brand Asset Valuator [브랜드자산 평가지표]
다른 페이지로 이동: 의사결정과 가치평가 | 지식과 무형자산 | 마케팅 및 영업
관리 방법, 모형 및 이론 더 |
|
|
로그인
