Dimensions of brand personality
- Dimensions of brand personality
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The Dimensions of Brand Personality of 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. Brand personality is defined formally here as "the set of human characteristics associated with a brand." Human personality perceptions are the basis of individual`s behavior, attitudes and beliefs, physical characteristics and demographic characteristics.[1] The five core dimensions and their facets are:
- Sincerity (Domestic, honest, genuine, cheerful)
- Excitement (Daring, spirited, imaginative, up-to-date)
- Competence (Reliable, responsibie, dependabie, efficient)
- Sophistication (Glamorous, pretentious, charming, romantic)
- Ruggedness (Tough, strong, ouidoorsy, rugged)
This model shows, that brand personality dimensions might operate in different ways or influence consumer preference for different reasons. [2]
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