Brand Personality – J. Aaker’s Version

Brand Personality
The Brand Personality Dimensions of Jennifer Aaker (Journal of Marketing Research) 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 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 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.

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.

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