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Descreva e meça a “personalidade” de um tipo. Explanação de Brand Personality Dimensions

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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.


Fórum de Brand Personality Dimensions
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Melhores Práticas - Brand Personality Dimensions Premium
  How to Create a Brand? The Brand Creation Process
Brands and Branding are essential components of a ...
     
 

Expert Tips (ENG) - Brand Personality Dimensions Premium
 

Pitfalls of International / Global Brands

Consistent with current trends in  
 
 

What are Attributes of Strong Brands?

In the article “The Brand Report Card” (Har...
Usage (application): Brand Management, Brand Valuation
 
 
 

How to Build a Brand in China

Based on data about Chinese consumers’ expectation...
Usage (application): Brand Development, China, Best Practices
 
 
 

Dimensions and Traits of the Corporate Brand Personality

In contrast to product brand personality, which ty...
Usage (application): Corporate Brand Development
 
 
 

Generic Traits of a Good Brand

A good brand displays nine traits:
1. ...
Usage (application): Brand Management, Checklist
 
 
 

How to Divest 2nd Tier CPG Brands?

On top of the value of each individual brand comes...
Usage (application): Brand Portfolio Management, Freeing up Resources for Main Brands, Brand Valuation
 
 
 

Benefits of a Strong Brand Personality

A lot of research has been done on the effects of ...
Usage (application): Brand Management, Brand Strategy, Marketing Strategy
 
 
 

The Need for Brand Authenticity

In an article called "Embrace the Dark Side" in th...
Usage (application): Branding
 
 
 

Generic Implementation Steps of a Global Brand

Firms that want to build global brands should t...
Usage (application): Global Brand Development, Best Practices
 
 
 

Why are Brands Often So Similar? Understanding Brand Similarity/Parity

Despite of the efforts of companies to differentia...
Usage (application): Branding, Brand Management, Brand Parity, Brand Similarity, Know Model, Brand Differentiation
 
 
 

Nationalism and Patriotism in Corporate Brand Communication Strategies

Past research in market communication revealed tha...
Usage (application): Corporate Branding, Corporate Reputation, Corporate Nationality, Corporate Patriotism, Corporate Nationalism
 
 
 

Six Steps for Integrating Social Media Into your Organization

In order to successfully integrate social media in...
Usage (application): Social Media Integration, Using Social Media, Social Media for Business
 
 
 

Status Brands: The influence of Power-distance Beliefs

Status brands are brands that can inherently raise...
Usage (application): Branding, Brand Management, Power Distance, Brand Recognition
 
 
 

The 22 Laws of Branding (Trout & Ries)

1. The Law of Expansion: The power of a brand is i...
Usage (application): Branding, Brand Recognition
 
 
 

Focus Points in City Branding

Although most people are used to products and serv...
Usage (application): City Branding, Regional Branding, Geographical Branding
 
 
 

Brand Relationship Quality

A lot of research has been done to consumers’ bran...
Usage (application): Branding, Brand Management, Brand Differentiation, Brand Relationship
 
 
 

Three Dimensions in How Global Brands are Evaluated by Consumers

Holt et al. (2004) researched how people evaluate ...
Usage (application): Global Branding, Corporate Reputation, CSR, Globalization
 
 

Recursos - Brand Personality Dimensions Premium
 

Notícias sobre Brand Personality


     
 

Notícias sobre Brand Dimensions


     
 

Vídeos sobre Brand Personality


     
 

Vídeos sobre Brand Dimensions


     
 

Apresentações sobre Brand Personality


     
 

Apresentações sobre Brand Dimensions


     
 

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Compare com Brand Personality Dimensions de Aaker: Brand Identity Prism  |  Reputation Quotient  |  Brand Asset Valuator


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