品牌个性维度 (Aaker)



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


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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。



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。



  • 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 培训|活动


最佳实践 - 品牌个性维度 高级帐户
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Expert Tips (ENG) - Brand Personality Dimensions 高级帐户

Pitfalls of International / Global Brands

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Usage (application)Brand Portfolio Management, Brand Valuation

What are Attributes of Strong Brands?

In the article The Brand Report Card (Harvard Business Review, January 2000), Kevin Lane Keller argues that the worlds strongest brands shar...
Usage (application)Brand Management, Brand Valuation

How to Build a Brand in China

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

Dimensions and Traits of the Corporate Brand Personality

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

Generic Traits of a Good Brand

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

How to Divest 2nd Tier CPG Brands?

On top of the value of each individual brand comes the value of brands combined whith eachother. Bahadur, Landry and Treppo of consultancy firm BAH gi...
Usage (application)Brand Portfolio Management, Freeing up Resources for Main Brands, Brand Valuation

Benefits of a Strong Brand Personality

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Usage (application)Brand Management, Brand Strategy, Marketing Strategy

The Need for Brand Authenticity

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Generic Implementation Steps of a Global Brand

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2. ...
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Why are Brands Often So Similar? Understanding Brand Similarity/Parity

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The 22 Laws of Branding (Trout & Ries)

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Focus Points in City Branding

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Three Dimensions in How Global Brands are Evaluated by Consumers

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相关资料 - 品牌个性维度 高级帐户

















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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