Describing the Profile and Traits of a Brand

Brand Personality

Summary of the Brand Dimensions by Aaker. Abstract

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.

Compare with Brand Personality: Reputation Quotient | Brand Asset Valuator

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