브랜드 개성] 차원

지식 센터

   

브랜드 "개성"을 기술하고 측정. 브랜드 개성 차원의 설명

목차

프리미엄

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

  • 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.


브랜드 개성차원 시그(SIG)


시그(SIG) (5 개 회원)


브랜드 개성차원 포럼  

최근 토픽

  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 bra...
     
 
  Brand Personality - Education - Social Media Marketing
Interesting theory, particularly for private educational institutions transitioning from more traditional marketing strategies to social media ...
     
 
  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 personali...
     
 
  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?...
     
 
  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 & im...
     
 
  Global Marketing Strategy
The world that we know today is becoming more and more connected due to the effect of globalization, but ...
     
 
  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...
     
 
  Employment Branding Survey
I would like to do a survey on Employment Branding. Is it possible to suggest me on how to go about?...
     
 
  Destination Personality
I am applying the personality dimension to destination brands. Has anyone done this before? I am doubting which model is more applicable (Aaker or ...
     
 
  Why the Branding of Mauritius Failed
The branding exercise of Mauritius failed miserably because the dual-language slogan "Mauritius, c'est un plaisir" did not connect with the people, bu...
     
 
  Election Campaign Marketing
In developed countries this concept exists from long time. Can this business model work in India as well? To design a marketing plan for political par...
     
 

모범 사례 - 브랜드 개성차원
  Brand Personality Questionaire
Where can I find an inventory or questionnaire on brand personality dimensions? Thanks......
     
 

Expert Tips (ENG) - Brand Personality Dimensions
 

Pitfalls of International / Global Brands

Brand Portfolio Management, Brand Valuation
Consistent with current trends in globalization, intern...
 
 
 

What are Attributes of Strong Brands?

Brand Management, Brand Valuation
In the article The Brand Report Card (Harvard Business Review, January 2000), Kevin Lane Ke...
 
 
 

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 ...
 
 
 

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 ...
 
 
 

Generic Traits of a Good Brand

Brand Management, Checklist
A good brand displays nine traits:
1. It drives shareholder value.
2. Top executive...
 
 
 

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. Bah...
 
 
 

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 vari...
 
 
 

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 t...
 
 
 

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 CE...
 
 
 

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 ...
 
 
 

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 brand...
 
 
 

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...
 
 
 

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 certai...
 
 
 

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 a...
 
 
 

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...
 
 
 

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 su...
 
 
 

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 mai...
 
 

자료 - 브랜드 개성차원
 

브랜드 개성차원 에 관한뉴스


     
 

브랜드 개성 에 관한뉴스


     
 

브랜드 개성차원 에 관한영화


     
 

브랜드 개성 에 관한영화


     
 

브랜드 개성차원 에 관한프리젠 테이션


     
 

브랜드 개성 에 관한프리젠 테이션


     
 

브랜드 개성차원 에 관한더


     
 

브랜드 개성 에 관한더


     

브랜드 개성 관련개념 : Brand Identity Prism 브랜드아이덴터티 프리즘  |  명망 지수  |  Brand Asset Valuator [브랜드자산 평가지표]


다른 페이지로 이동: 의사결정과 가치평가  |  지식과 무형자산  |  마케팅


관리 방법, 모형 및 이론

Special Interest Group Leader

여기에 당신 전문? 무료 등록


 



12manage소개 | 광고 | 12manage링크하기 / 우리를 인용 | 개인정보보호 | 제안 | 이용약관
© 2019 12manage - The Executive Fast Track. V15.0 - 마지막 업데이트: 19-2-2019. 그들의 소유자의 ™ 모든 이름.