Varumärkespersonlighet Modellen av Aaker

Kunskapscenter

Varumärkespersonlighet av Jennifer Aaker (Journal of Marketing Research, 8/97, pp. 347-356) är ett ramverk för att beskriva, och att mäta 'personligheten" hos ett varumärke i fem huvud dimensioner, var och en indelad i en uppsättning av aspekter.

Det är en modell som beskriver profilen hos ett varumärke, genom att använda en analogi med en människa.

Fem huvuddimensioner och deras aspekter

Dessa är:

• Uppriktighet (jordnära, ärlig, hälsosam, gladlynt)
• Spänning (våga, uppmuntrande, fantasirik, aktuellt)
• Kompetens (pålitligt, intelligent, lyckat)
• Sofistikerat (överklass som, charmerande)
• Strapatsrik (uteliv, tuff)

Varje aspekt i sin tur mäts av en uppsättning av karaktärer. Karaktärsmätningarna görs genom att använda en fempoängs skala (1 = inte alls beskrivna, 5 = extremt mycket beskrivna) som klassar i hur hög grad som varje karaktär beskriver det specifika varumärket.

En förklaring till karaktärerna som hör ihop med var och en av aspekterna

Dessa karaktärsdrag är:

• Jordnära = jordnära, familjeorienterade, småstad
• Ärliga = ärliga, uppriktiga, verkliga
• Sunda = sunda och nyttiga, originella
• Gladlynta = gladlynta, känslosamma, vänskapliga
• Vågade = vågade, moderiktiga, spännande
• Klämmiga =spirituella, coola, ungt, klämmiga  
• Fantasirika = fantasirika, unika
• Aktuella = aktuella, oberoende, samtida
• Pålitliga = pålitliga, hårt arbetetande, trygga, stadiga
• Intelligenta = intelligenta, tekniska, företagsamma
• Framgångsrika = framgångsrika, lyckade, ledare, säker
• Överklass = överklass, glamorösa, bra utseende
• Charmiga = charmiga, som är kvinnliga, mjuka
• Friluftslivsstil = uteliv, friluftsliv,som är manligt, Väst
• Tuff = tuff, kraftfull

Varumärkets personlighetsdimensioners ramverk av Jennifer Aaker kan användas till att utforska nuvarande läget (IST) hos ett varumärke och beskriva det önskade framtida läget (SOLL) hos varumärket.

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