品牌个性维度 (Aaker)

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摘要,论坛,最佳做法,专家提示和资源。


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。


品牌个性维度 小组


小组 (19名成员)


品牌个性维度论坛  

关于这个主题的讨论:品牌个性维度。


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 (...)
 
 
 
 
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 (...)
 
 
 
 
Global Marketing Strategy
The world that we know today is becoming more and more connected due to the effect of globalization, but consumers still (...)
 
 
 
 

品牌个性维度最佳实践

在这里,您将找到过去最有价值的讨论。


🥇 Brand Personality - Education - Social Media Marketing
Interesting theory, particularly for private educational institutions transitioning from more traditional marketing stra (...)
 
 
 
 
🥈 Brand Personality Questionaire
Where can I find an inventory or questionnaire on brand personality dimensions? Thanks... (...)
 
 
 
 
🥉 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 (...)
 
 
 
 
Destination Personality
I am applying the personality dimensions to destination brands. Has anyone done this before? I am doubting which model i (...)
 
 
 
 
Brand Personality for Recruitment
Has anyone tried to utlize this model for determining an organization's personality traits for the purpose of employment (...)
 
 
 
 
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 (...)
 
 
 
 
Multi-attribute Theory
I have a question regarding the linear multi-attribute theory? What is this model? What are indifference curves in terms (...)
 
 
 
 
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 (...)
 
 
 
 
Employment Branding Survey
I would like to do a survey on Employment Branding. Is it possible to suggest me on how to go about? (...)
 
 
 
 

Brand Personality专家提示(英语)

在这里,您将找到专家的建议。


Pitfalls of International / Global Brands

Brand Portfolio Management, Brand Valuation (...)
 
 

What are Attributes of Strong Brands?

Brand Management, Brand Valuation (...)
 
 

How to Build a Brand in China

Brand Development, China, Best Practices (...)
 
 

Dimensions and Traits of the Corporate Brand Personality

Corporate Brand Development (...)
 
 

Generic Traits of a Good Brand

Brand Management, Checklist (...)
 
 

How to Divest 2nd Tier CPG Brands?

Brand Portfolio Management, Freeing up Resources for Main Brands, Brand Valuation (...)
 
 

Benefits of a Strong Brand Personality

Brand Management, Brand Strategy, Marketing Strategy (...)
 
 

The Need for Brand Authenticity

Branding (...)
 
 

Generic Implementation Steps of a Global Brand

Global Brand Development, Best Practices (...)
 
 

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

Branding, Brand Management, Brand Parity, Brand Similarity, Know Model, Brand Differentiation (...)
 
 

Nationalism and Patriotism in Corporate Brand Communication Strategies

Corporate Branding, Corporate Reputation, Corporate Nationality, Corporate Patriotism, Corporate Nationalism (...)
 
 

Six Steps for Integrating Social Media Into your Organization

Social Media Integration, Using Social Media, Social Media for Business (...)
 
 

Status Brands: The influence of Power-distance Beliefs

Branding, Brand Management, Power Distance, Brand Recognition (...)
 
 

The 22 Laws of Branding (Trout & Ries)

Branding, Brand Recognition (...)
 
 

Focus Points in City Branding

City Branding, Regional Branding, Geographical Branding (...)
 
 

Brand Relationship Quality

Branding, Brand Management, Brand Differentiation, Brand Relationship (...)
 
 

Three Dimensions in How Global Brands are Evaluated by Consumers

Global Branding, Corporate Reputation, CSR, Globalization (...)
 
 

品牌个性维度信息来源

在这里,您将找到PowerPoint,视频,新闻等。



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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