Het Merkpersoonlijkheidsmodel van Aaker

Kenniscentrum

De Dimensies van Merkpersoonlijkheid van Jennifer Aaker (Journal of Marketing Research, 8/97, blz. 347-356) is een raamwerk dat de 'persoonlijkheid ' van een merk beschrijft en meet in vijf kerndimensies, elk onderverdeeld in een reeks facetten.

Het is een model om het profiel van een merk te beschrijven door middel van een analogie met de mens.

De vijf kerndimensies en hun facetten

Deze zijn:

• Oprechtheid (realistisch, eerlijk, nuttig, vrolijk)
• Opwindendheid (gedurfd, geanimeerd, fantasierijk, up-to-date)
• Bekwaamheid (betrouwbaar, intelligent, succesvol)
• Verfijning (aristocratisch, charmant)
• Ruigheid (in de open lucht, stoer)

Elk facet wordt vervolgens gemeten door middel van een reeks karaktertrekken. De karaktertrekmetingen worden weergegeven in een vijf puntsschaal (1 = helemaal niet beschrijvend, 5 = uiterst beschrijvend) waarbij de mate waarin elke karaktertrek het specifieke merk beschrijft wordt ingeschat.

Een verklaring van de karaktertrekken die tot elk van de facetten behoren

Deze karaktertrekken zijn:

• Realistisch = doe gewoon, familiegeoriënteerd, kleine stad
• Eerlijk = eerlijk, oprecht, echt
• Nuttig = nuttig, origineel
• Vrolijk = vrolijk, sentimenteel, vriendschappelijk
• Gedurfd = durvend, trendy, opwindend
• Geanimeerd = geanimeerd, cool, jong
• Fantasierijk = fantasierijk, uniek
• Up to date = up to date, onafhankelijk, eigentijds
• Betrouwbaar = betrouwbaar, hard werkend, veilig
• Intelligent = intelligent, technisch, corporate
• Succesvol = succesvol, leider, vertrouwen
• Aristocratisch = aristocratisch, glamoureus, knap
• Charmerend = charmerend, vrouwelijk, zacht
• In de open lucht = in de open lucht, mannelijk, wildwest
• Stoer = stoer, ruw

Het Dimensies van Merkpersoonlijkheidsmodel van Jennifer Aaker kan worden gebruikt om de huidige status (IST) van een merk te onderzoeken en de gewenste toekomstige status (SOLL) van het merk te beschrijven.

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