The Brand Personality Dimensions of Jennifer Aaker
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 an easy to understand model to
describe the profile of a brand using an analogy with a human being.
The
five core dimensions and their facets
are:
• 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 measures are
taken using a five-point scale (1= not at all descriptive, 5=extremely
descriptive) rating the extent to which each trait describes the specific
brand of interest.
The traits belonging to each of the facets 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 it.
You can find more in the Brand Personality Dimensions Forum on the 12manage website.
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