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。

品牌个性维度论坛   Global Marketing Strategy The world that we know today is becoming more and ...           Multi-attribute Theory I have a question regarding the linear multi-attri...           Why the Branding of Mauritius Failed The branding exercise of Mauritius failed miserabl...           Brand Personality - Education - Social Media Marketing Interesting theory, particularly for private ed...           Brand Personality Questionaire Where can I find an inventory or questionnaire on ...           CORPORATE Brand Personality Models Can we apply the same model to measure corporat...           Destination Personality I am applying the personality dimension to destina...           Brand Personality for Recruitment Has anyone tried to utlize this model for determin...           Using Brand Personality Dimensions Model for Goal Setting This is a good model and I would like to use this ...           Election Campaign Marketing In developed countries this concept exists from lo...           Employment Branding Survey I would like to do a survey on Employment Branding...           Multiple Brand Dimensions I believe Professors Berthon, Holbrook, Hulbert an...         开始一个新的话题

品牌个性维度 小组 小组

品牌个性维度 培训|活动 搜索培训、会议及活动项目

最佳实践 - 品牌个性维度 高级帐户   How to Create a Brand? The Brand Creation Process Brands and Branding are essential components of a ...

Expert Tips (ENG) - Brand Personality Dimensions 高级帐户   Pitfalls of International / Global Brands Consistent with current trends in       What are Attributes of Strong Brands? In the article �The Brand Report Card� (Har... Usage (application)Brand Management, Brand Valuation       How to Build a Brand in China Based on data about Chinese consumers� expectation... Usage (application)Brand Development, China, Best Practices       Dimensions and Traits of the Corporate Brand Personality In contrast to product brand personality, which ty... Usage (application)Corporate Brand Development       Generic Traits of a Good Brand A good brand displays nine traits: 1. ... Usage (application)Brand Management, Checklist       How to Divest 2nd Tier CPG Brands? On top of the value of each individual brand comes... Usage (application)Brand Portfolio Management, Freeing up Resources for Main Brands, Brand Valuation       Benefits of a Strong Brand Personality A lot of research has been done on the effects of ... Usage (application)Brand Management, Brand Strategy, Marketing Strategy       The Need for Brand Authenticity In an article called "Embrace the Dark Side" in th... Usage (application)Branding       Generic Implementation Steps of a Global Brand Firms that want to build global brands should t... Usage (application)Global Brand Development, Best Practices       Why are Brands Often So Similar? Understanding Brand Similarity/Parity Despite of the efforts of companies to differentia... Usage (application)Branding, Brand Management, Brand Parity, Brand Similarity, Know Model, Brand Differentiation       Nationalism and Patriotism in Corporate Brand Communication Strategies Past research in market communication revealed tha... Usage (application)Corporate Branding, Corporate Reputation, Corporate Nationality, Corporate Patriotism, Corporate Nationalism       Six Steps for Integrating Social Media Into your Organization In order to successfully integrate social media in... Usage (application)Social Media Integration, Using Social Media, Social Media for Business       Status Brands: The influence of Power-distance Beliefs Status brands are brands that can inherently raise... Usage (application)Branding, Brand Management, Power Distance, Brand Recognition       The 22 Laws of Branding (Trout & Ries) 1. The Law of Expansion: The power of a brand is i... Usage (application)Branding, Brand Recognition       Focus Points in City Branding Although most people are used to products and serv... Usage (application)City Branding, Regional Branding, Geographical Branding       Brand Relationship Quality A lot of research has been done to consumers� bran... Usage (application)Branding, Brand Management, Brand Differentiation, Brand Relationship       Three Dimensions in How Global Brands are Evaluated by Consumers Holt et al. (2004) researched how people evaluate ... Usage (application)Global Branding, Corporate Reputation, CSR, Globalization

相关资料 - 品牌个性维度 高级帐户   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]

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