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café Annalisa  the meeting place for discussions about how Annalisa could help decide... choose... judge... select...    the best...   or the most

 

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Brand Personality PDF Print E-mail

What makes for a successful Brand Personality?
Jennifer Aaker developed a multi-dimensional conception of brand personality on the basis of responses from a representative sample of the US population. 5 significant dimensions emerged, each with a supplementary set of 'facets'.
Attributes

  • 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)
Options
40 leading US brands were used in the study. The Annalisa snapshot contains just 4 as illustrations:
  • Campbell's soups
  • Pepsi Cola
  • Apple computers
  • Nike trainers
Ratings
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Weightings
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Scores
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Source
Tip Jennifer L Aaker 1997 " Dimensions of brand personality" Journal of Marketing Research 34: 347-356
Extras
You can use this Annalisa as a starter to elicit Ratings and weightings for brands you select. And/or develop your own multi-dimensional brand personality concept if you feel the US one is culturally in appropriate

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