品牌个性维度 （Aaker）

知识中心

• 关于12manage
• 主页
• 辞典
• 百科全书
• 题？
• 观点

• 注册
• 登入
• 帮助

• 变革与组织
• 沟通与技能
• 决策与评估
• 伦理与责任
• 金融与投资
• 人力资源管理
• 知识与无形资产管理
• 领导力
• 营销
• 计划与项目管理
• 战略与策略
• 供应链与质量管理

描述、测量品牌个性。 Jennifer Aaker的Brand Personality Dimensions[品牌个性维度]解析。

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：

• 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 (10名成员)

品牌个性维度论坛   最近的话题   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 properties combine to create a bra...           Global Marketing Strategy The world that we know today is becoming more and more connected due to the effect of globalization, but ...           Multi-attribute Theory I have a question regarding the linear multi-attribute theory? What is this model? What are indifference curves in terms of multi-atribute theory? How...

最佳实践 - 品牌个性维度   Brand Personality - Education - Social Media Marketing Interesting theory, particularly for private educational institutions transitioning from more traditional marketing strategies to social media ...           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 measure corporate brand personali...           Brand Personality for Recruitment Has anyone tried to utlize this model for determining an organization's personality traits for the purpose of employment recruitment attraction?...           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 to improve our credibility & im...         管理资讯一站式平台   Employment Branding Survey I would like to do a survey on Employment Branding. Is it possible to suggest me on how to go about?...           Destination Personality I am applying the personality dimension to destination brands. Has anyone done this before? I am doubting which model is more applicable (Aaker or ...           Why the Branding of Mauritius Failed The branding exercise of Mauritius failed miserably because the dual-language slogan "Mauritius, c'est un plaisir" did not connect with the people, bu...           Election Campaign Marketing In developed countries this concept exists from long time. Can this business model work in India as well? To design a marketing plan for political par...

Expert Tips (ENG) - Brand Personality Dimensions   Pitfalls of International / Global Brands       What are Attributes of Strong Brands?       How to Build a Brand in China       Dimensions and Traits of the Corporate Brand Personality       Generic Traits of a Good Brand       How to Divest 2nd Tier CPG Brands?       Benefits of a Strong Brand Personality       The Need for Brand Authenticity       Generic Implementation Steps of a Global Brand       Why are Brands Often So Similar? Understanding Brand Similarity/Parity       Nationalism and Patriotism in Corporate Brand Communication Strategies       Six Steps for Integrating Social Media Into your Organization       Status Brands: The influence of Power-distance Beliefs       The 22 Laws of Branding (Trout & Ries)       Focus Points in City Branding       Brand Relationship Quality       Three Dimensions in How Global Brands are Evaluated by Consumers     你开发自己的关于企业管理和管理知识

相关资料 - 品牌个性维度   新闻关于品牌个性         新闻关于品牌         视频关于品牌个性         视频关于品牌         简报关于品牌个性         简报关于品牌         更多关于品牌个性         更多关于品牌       提升你的管理事业

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]

返回到分类主页： 决策与评估  |  知识与无形资产  |  营销

更多管理方法、模型和理论