Describe and measure the "personality" of a brand. Explanation of Brand Personality Dimensions
The Brand Personality Dimensions of Jennifer Aaker (Journal of Marketing Research, 8/97, pp. 347-356) is a framework to describe and measure the 'personality" of a brand in five core dimensions, each divided into a set of facets.
It is a model to describe the profile of a brand by using an analogy with a human being.
The five core dimensions and their facets
* Sincerity (down-to-earth, honest, wholesome, cheerful)
* Excitement (daring, spirited, imaginative, up-to-date)
* Competence (reliable, intelligent, successful)
* Sophistication (upper class, charming)
* Ruggedness (outdoorsy, tough)
Each facet is in turn measured by a set of traits. The trait measurements are done using a five point scale (1 = not at all descriptive, 5 = extremely descriptive) rating the extent to which each trait describes the specific brand.
An explanation of The traits belonging to each of the facets
These traits are:
* Down-to-earth = down-to-earth, family-oriented, small-town
* Honest = honest, sincere, real
* Wholesome = wholesome, original
* Cheerful = cheerful, sentimental, friendly
* Daring = daring, trendy, exciting
* Spirited = spirited, cool, young
* Imaginative = imaginative, unique
* Up to date = up to date, independent, contemporary
* Reliable = reliable, hard working, secure
* Intelligent = intelligent, technical, corporate
* Successful = successful, leader, confident
* Upper class = upper class, glamorous, good looking
* Charming = charming, feminine, smooth
* Outdoorsy = outdoorsy, masculine, Western
* Tough = tough, rugged
The Brand Personality Dimensions Framework of Jennifer Aaker can be used to investigate the current status (IST) of a brand and to describe the desired future status (SOLL) of the brand.
موضوع مطلب : بازاریابی و مدیریت بازار