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。

目录

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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。


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 (11名成员)


品牌个性维度论坛  

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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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