品牌个性维度 （Aaker）

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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。

小组 - 品牌个性维度 小组 (12名成员)

论坛 - 品牌个性维度   在论坛部分，您将在此知识领域中找到最近的讨论。   Brand Personality - Education - Social Media Marketing Interesting theory, particularly for private educational ...           Brand Personality Questionaire (1个反应) Where can I find an inventory or questionnaire on brand pers...           CORPORATE Brand Personality Models (2个反应) Can we apply the same model to measure corporate bran...           Destination Personality (1个反应) I am applying the personality dimensions to destination bran...           Brand Personality for Recruitment Has anyone tried to utlize this model for determining an org...           Using Brand Personality Dimensions Model for Goal Setting (1个反应) This is a good model and I would like to use this to set goa...           Global Marketing Strategy The world that we know today is becoming more and more conne...           Multi-attribute Theory (2个反应) I have a question regarding the linear multi-attribute theor...           Branding Case: Why the Branding of Mauritius Failed A branding exercise of Mauritius failed miserably because th...           Employment Branding Survey (1个反应) I would like to do a survey on Employment Branding. Is it po...

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Expert Tips (ENG) - Brand Personality Dimensions 在专家提示部分，您可以找到该知识领域专家的建议。   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...

相关资料 - 品牌个性维度 在参考资料部分，您将在此知识领域内找到powerpoint演示文稿，微观学习视频，文章，新闻项目等。   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

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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