O Modelo de Personalidade da Marca

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Resumo

Brand Personality Dimensions de Jennifer Aaker (Journal of Marketing Research, 8/97, pp. 347-356) é um framework para descrever e medir 'a personalidade " de um tipo em cinco dimensões do núcleo, cada um dividido em um jogo dos facets.


É um modelo para descrever o perfil de um tipo usando uma analogia com ser humano.


As cinco dimensões do núcleo e seus facets

Estes são:Jennifer Aaker Brand Personality Dimensions

  • Sinceridade (para baixo-à-terra, honesto, wholesome, cheerful)
  • Excitamento (audaz, spirited, imaginative, moderno)
  • Competence (de confiança, inteligente, bem sucedido)
  • Sophistication (classe superior, charming)
  • Aspereza (outdoorsy, resistente)

Cada facet por sua vez é medido por um jogo dos traços. As medidas do traço são feitas usando uma escala de ponto cinco (1 = de modo nenhum descritivo, 5 = extremamente descritivo) avaliando a extensão a que cada traço descreve o tipo específico.


Uma explanação dos traços que pertencem a cada um dos facets

Estes traços são:

  • Para baixo-à-terra = para baixo-à-terra, família-orientada, pequeno-cidade
  • Honesto = honesto, sincere, real
  • Wholesome = wholesome, original
  • Cheerful = cheerful, sentimental, amigável
  • Audaz = audaz, trendy, excitando
  • Spirited = spirited, fresco, novo
  • Imaginative = imaginative, original
  • Moderno = moderno, independente, contemporary
  • Funcionamento de confiança = de confiança, duro, seguro
  • Inteligente = inteligente, técnico, corporativo
  • Bem sucedido = bem sucedido, líder, confiável
  • Classe superior = classe superior, glamorous, bem parecida
  • Charming = charming, feminine, liso
  • Outdoorsy = outdoorsy, masculine, ocidental
  • Resistente = resistente, áspero

O framework de Brand Personality Dimensions de Jennifer Aaker pode ser usado investigar o estado atual (IST) de um tipo e descrever o status de o futuro desejado (SOLL) do tipo.


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