品牌个性维度 (Aaker)

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摘要,论坛,最佳做法,专家提示和信息来源。


总结

Jennifer Aaker的品牌个性维度架构(Brand Personality Dimensions Framework), 运用五个核心尺度来描述和测量品牌的“个性”,每个尺度又勾勒出一系列更为具体的剖面。


品牌个性维度架构通过在品牌性与人性之间建立类推,实现对品牌性格特征的描述。


五个核心维度及其细分剖面

分别为: Jennifer Aaker Brand Personality Dimensions[品牌个性维度]

  • 真挚(实际、诚实、健康、快乐)
  • 兴奋(大胆、 英勇、想象丰富、时尚)
  • 能力(可靠、智能、成功)
  • 优雅(高贵、迷人)
  • 粗野(户外、强壮)

每一具体剖面依次对品牌特性进行衡量。 品牌特性测量按照5分标准(1=与描述根本不符,5=与描述非常相符)对品牌的各个特性进行判分。


品牌特性详解

这些特性包括:

  • 实际 = 实际、家庭导向、偏向小城镇的
  • 诚实 = 诚实、诚恳、真实
  • 健康 = 健康、原生
  • 快乐 = 快乐、感性、友好
  • 大胆 = 大胆、新潮、兴奋
  • 英勇 = 英勇、酷逼、年轻
  • 富有想象 = 想象丰富、与众不同
  • 时尚 = 时尚、独立、当代
  • 可靠 = 可靠、刻苦、安全
  • 智能 = 智能、技术、团体
  • 成功 = 成功、领导、自信
  • 高贵 = 高贵、魅力、美丽
  • 迷人 = 迷人、女性、柔滑
  • 户外 = 户外、男性、西部
  • 强壮 = 强壮、粗糙

Jennifer Aaker的品牌个性维度架构既可以用来测量品牌的当前个性特征,也可以用来描述品牌的未来理想化个性特征。


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品牌个性维度 小组。



小组 (22名成员)

论坛

新主题

品牌个性维度论坛。


How to Create a Brand? The Brand Creation Process
Brands and Branding are essential components of a successful business. But more in detail, what attributes and properti (...)
10
 
27个反应
Brand Personality - Education - Social Media Marketing
Interesting theory, particularly for private educational institutions transitioning from more traditional marketing stra (...)
10
 
0个反应
Brand Personality Questionaire
Where can I find an inventory or questionnaire on brand personality dimensions? Thanks... (...)
9
 
1个反应
6 Human Attributes of Human-Centric Brands (Kotler)
In marketing, it's being said for a long time: 'The Customer is King'. In the digital era, this saying is truly manifest (...)
6
 
2个反应
CORPORATE Brand Personality Models
Can we apply the same model to measure corporate brand personality (of banks)? Or else, what is best model to mea (...)
5
 
2个反应
Destination Personality
I am applying the personality dimensions to destination brands. Has anyone done this before? I am doubting which model i (...)
4
 
1个反应
Brand Personality for Recruitment
Has anyone tried to utlize this model for determining an organization's personality traits for the purpose of employment (...)
4
 
0个反应
Using Brand Personality Dimensions Model for Goal Setting
This is a good model and I would like to use this to set goals for my department and individual staff members. We need t (...)
4
 
1个反应
Global Marketing Strategy
The world that we know today is becoming more and more connected due to the effect of globalization, but consumers still (...)
3
 
0个反应
Multi-attribute Theory
I have a question regarding the linear multi-attribute theory? What is this model? What are indifference curves in terms (...)
3
 
2个反应
Branding Case: Why the Branding of Mauritius Failed
A branding exercise of Mauritius failed miserably because the dual-language slogan "Mauritius, c'est un plaisir" did not (...)
3
 
0个反应
Employment Branding Survey
I would like to do a survey on Employment Branding. Is it possible to suggest me on how to go about? (...)
2
 
1个反应
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专家提示

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关于Brand Personality(英语)的高级见解。在这里,您将找到专家的专业建议。


Pitfalls of International / Global Brands

Brand Portfolio Management, Brand Valuation
Consistent with current trends in globalization, international firms have concentrated their efforts on the development (...)

What are Attributes of Strong Brands?

Brand Management, Brand Valuation
In the article The Brand Report Card (Harvard Business Review, January 2000), Kevin Lane Keller argues that the world (...)

How to Build a Brand in China

Brand Development, China, Best Practices
Based on data about Chinese consumers expectations, Paul F. Nunes, Susan A. Piotroski, Lay Lim Teo and R. Michael Mathe (...)

Dimensions and Traits of the Corporate Brand Personality

Corporate Brand Development
In contrast to product brand personality, which typically relates to consumers and user imagery for a specific product b (...)

Generic Traits of a Good Brand

Brand Management, Checklist
A good brand displays nine traits: 1. It drives shareholder value. 2. Top executives support the branding effort, mark (...)

How to Divest 2nd Tier CPG Brands?

Brand Portfolio Management, Freeing up Resources for Main Brands, Brand Valuation
On top of the value of each individual brand comes the value of brands combined whith eachother. Bahadur, Landry and Tre (...)

Benefits of a Strong Brand Personality

Brand Management, Brand Strategy, Marketing Strategy
A lot of research has been done on the effects of brand personality; these researches suggested various benefits that ma (...)

The Need for Brand Authenticity

Branding
In an article called "Embrace the Dark Side" in the HBR of Oct 2006, Michael J. Fanuelle says that to be strong, brands (...)

Generic Implementation Steps of a Global Brand

Global Brand Development, Best Practices
Firms that want to build global brands should take following 10 steps: 1. Involve the CEO and board to provide top-down (...)

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

Branding, Brand Management, Brand Parity, Brand Similarity, Know Model, Brand Differentiation
Despite of the efforts of companies to differentiate their brand from other brands, in many product categories a high le (...)

Nationalism and Patriotism in Corporate Brand Communication Strategies

Corporate Branding, Corporate Reputation, Corporate Nationality, Corporate Patriotism, Corporate Nationalism
Past research in market communication revealed that many consumers prefer to purchase domestic brands because they want (...)

Six Steps for Integrating Social Media Into your Organization

Social Media Integration, Using Social Media, Social Media for Business
In order to successfully integrate social media into your organization, six useful steps can be used. These are the foll (...)

Status Brands: The influence of Power-distance Beliefs

Branding, Brand Management, Power Distance, Brand Recognition
Status brands are brands that can inherently raise the social prestige of its owners within a certain community or socie (...)

The 22 Laws of Branding (Trout & Ries)

Branding, Brand Recognition
1. The Law of Expansion: The power of a brand is inversely proportional to its scope. Trying to be all things to all peo (...)

Focus Points in City Branding

City Branding, Regional Branding, Geographical Branding
Although most people are used to products and services marketing, cities are increasingly being used as a marketing tool (...)

Brand Relationship Quality

Branding, Brand Management, Brand Differentiation, Brand Relationship
A lot of research has been done to consumers brand evaluations about brands by examining factors such as brand attitude (...)

Three Dimensions in How Global Brands are Evaluated by Consumers

Global Branding, Corporate Reputation, CSR, Globalization
Holt et al. (2004) researched how people evaluate and value global brands. They found out that 3 main characteristics ar (...)
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新闻视频简报书比人好更多

比较: Brand Identity Prism[品牌识别棱镜]  |  Reputation Quotient[声誉商数]  |  Brand Asset Valuator[品牌资产标量]


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