O Modelo de Personalidade da Marca

Centro de Conhecimento

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:

• 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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