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- Sincerity. Description: This dimension includes brands that are seen as down-to-earth, honest, trustful and cheerful, for example. Often, sincere brands are viewed this way due to the fact that they follow and communicate ethical practices, their commitment to the community or concerns with consumers.
- Excitement. Description: This dimension involves brands which are perceived as being imaginative, up-to-date, inspiring, edgy and spirited. Thus, often these brands often use colorful logos, uncommon fonts, portray themselves in unexpected and exciting places and situations.
- Competence. Description: Competent brands are the ones which are primarily seen as being reliable, responsible, intelligent, and efficient. These consumer perceptions are often based on how well a product or service performs, and how the organization behaves in society and in the market.
- Sophistication. Description: Sophisticated brands are the ones perceived by consumers as upper class, romantic, charming, pretentious and glamorous. Thus, it is no surprise to imagine that sophisticate brands are commonly found across luxury industries and on high priced brands (for their product categories) across other industries.
In this research, the author develops a theoretical framework of the brand personality construct by determining the number and nature of dimensions of brand personality (Sincerity, Excitement, Competence, Sophistication, and Ruggedness).
- Jennifer L. Aaker
- 1997
- What Makes The Aaker Model So Valuable?
- 3 Ways You Can Use The Aaker Model Advantageously
- How The Model Helps Further Define Brand Identity
- Closing Thoughts on The Model
“A brand vision should attempt to go beyond functional benefits to consider organizational values; a higher purpose; brand personality; and emotional, social, and self-expressive benefits.” – David Aaker The Aaker Model offers many unique paths to help clarify brand strategies. It provides a foundation for developing a brand identity, showing compa...
Depending on where we are in our branding and marketing journey, we might take different pieces of information away from the Aaker Model, or we might use it differently than others. Remember that this model is just a blueprint, just a guide. It is only as effective as you allow it to be. The key to using it successfully is gaining a true understand...
As you now know, the Aaker model is one of the foundations in helping create strong brand identity. Furthermore, it offers a unique breakdown of the different components that makeup brand identity. The model organizes these within four different quadrants: 1. Brand as product.This quadrant comprises the outreach of the product, it’s different featu...
There is beauty in structure and order, and this beauty is accompanied by effectiveness and efficiency when order elevates a brand. By following the Aaker Model, at least in some capacity, you clarify likely branding tasks and learn important ideas of what it takes to discover and understand certain brand elements. After all, sometimes the most hel...
Aaker's model enables brands to differentiate themselves by selecting and emphasizing personality dimensions that set them apart from competitors. By choosing unique combinations of traits, brands can carve out a distinct identity that stands out in the minds of consumers.
In this research, the author develops a theoretical framework of the brand personality construct by determining the number and nature of dimensions of brand personality (Sincerity, Excitement, Competence, Sophistication, and Ruggedness).
- Jennifer L. Aaker
- 1997
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.
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The objectives of this study are to identify the scope and limitation of Aaker’s (1997) Brand Personality construct, identify the literature on Brand Personality and identify the use of Aaker...
