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Describing the Profile and Traits of a Brand

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Brand Personality

Summary of the Brand Dimensions by Aaker. Abstract

Brand Dimensions The Brand Dimensions of Jennifer Aaker is a framework to describe the profile and traits 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 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.


T I P : Here you can discuss and learn a lot more about Brand Personality.

Compare with Brand Personality: Reputation Quotient  |  Brand Asset Valuator

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