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

  1. 摘要
  2. 论坛
  3. 最佳实践
  4. Expert Tips
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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。


品牌个性维度论坛
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  Brand Personality Questionaire
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  CORPORATE Brand Personality Models
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  Destination Personality
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  Brand Personality for Recruitment
Has anyone tried to utlize this model for determin...
     
 
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  Election Campaign Marketing
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  Employment Branding Survey
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  Multiple Brand Dimensions
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最佳实践 - 品牌个性维度 高级帐户
  How to Create a Brand? The Brand Creation Process
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Expert Tips (ENG) - Brand Personality Dimensions 高级帐户
 

Pitfalls of International / Global Brands

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How to Build a Brand in China

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Dimensions and Traits of the Corporate Brand Personality

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Usage (application)Corporate Brand Development
 
 
 

Generic Traits of a Good Brand

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1. ...
Usage (application)Brand Management, Checklist
 
 
 

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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

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Generic Implementation Steps of a Global Brand

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Usage (application)Global Brand Development, Best Practices
 
 
 

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

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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
 
 
 

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Usage (application)Social Media Integration, Using Social Media, Social Media for Business
 
 
 

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Usage (application)Branding, Brand Management, Power Distance, Brand Recognition
 
 
 

The 22 Laws of Branding (Trout & Ries)

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Usage (application)Branding, Brand Recognition
 
 
 

Focus Points in City Branding

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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


     
 

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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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