dimensions of brand personality

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.. The five core dimensions and their facets are:. Brand personality is a set of human characteristics attributed to a brand name. To measure the five brand personality dimensions, a reliable, valid, and generalizable measurement scale is created.

Finally, theoretical and practical implications regarding the symbolic use of brands are discussed.Subscribe to this free journal for more curated articles on this topic.We use cookies to help provide and enhance our service and tailor content.Using the URL or DOI link below will ensure access to this page indefinitely.Aaker, Jennifer Lynn, Dimensions of Brand Personality (August 1997). The Five Dimensions of Brand Personality by 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. A brand personality demonstrates "sincerity" when consumers consider it down-to-earth, honest, genuine or cheerful. Consequently, an understanding of the symbolic use of brands has been limited in the consumer behavior literature. JSTOR®, the JSTOR logo, JPASS®, Artstor®, Reveal Digital™ and ITHAKA® are registered trademarks of ITHAKA.Read Online (Free) relies on page scans, which are not currently available to screen readers. It is an easy to understand model to describe the profile of a brand using an analogy with a human being. SAGE is a leading international provider of innovative, high-quality content publishing more than 900 journals and over 800 new books each year, spanning a wide range of subject areas. Rather, there appears to be a separate set of universal markers that delineate brand personalities. Or, does each brand create its own unique universe, with its own unique set of core behavior elements driving the brand’s personality?What researchers have found falls in the middle ground. I always find it’s helpful to use a framework and luckily for us, a Stanford researcher named Jennifer Aaker in her paper Dimensions of Brand Personality created one for us and it’s a great starting point. Although a considerable amount of research in personality psychology has been done to conceptualize human personality, identify the Big Five dimensions, and explore the meaning of each dimension, no parallel research has been conducted in consumer behavior on brand personality. Abstract. Brand association, which is defined as “anything linked in memory to a brand” is one of the major components of brand equity, and is greatly affected by the brand personality dimensions. To measure the five brand personality dimensions, a reliable, valid and generalizeable measurement scale is created. A growing selection of library products includes archives, data, case studies and video. Although a considerable amount of research in personality psychology has been done to conceptualize human personality, identify the Big Five dimensions, and explore the meaning of each dimension, no parallel research has been conducted in consumer behavior on brand personality. Framework #1: Aaker’s Brand Personality Dimension Framework. All Rights Reserved. THE BRAND PERSONALITY CONSTRUCT Brand personality is defined formally here as "the set of human characteristics associated with a brand… In this research, a theoretical framework of the brand personality construct is developed by determining the number and nature of dimensions of brand personality (Sincerity, Excitement, Competence, Sophistication and Ruggedness). To inspire you, we’ve rounded up the 15 best brand personalities of all time. While every brand lies somewhere on the spectrum for each one of these attributes, the most enduring brands largely emphasize just one primary trait and optionally one secondary trait. Since then, it has become a hallmark of marketing and psychology. It is an easy to understand model to describe the profile of a brand using an analogy with a human being. Stanford University - Graduate School of Business.Although a considerable amount of research in personality psychology has been done to conceptualize human personality, identify the Big Five dimensions, and explore the meaning of each dimension, no parallel research has been conducted in consumer behavior on brand personality. And while some have failed to find their brand persona, other companies have hit the nail on the head and built great marketing strategies around these core dimensions.

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