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Dimensions of Brand Personality

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Valencia Low

on 23 June 2014

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Transcript of Dimensions of Brand Personality

Jennifer Aaker
The Author
Example: Coke & Pepsi
The Construct
Dimensions of Brand Personality
15 January,1967
American Social Psychologist
Author
Professor of Marketing in Stanford Graduate School of Business
Published widely on scholar Journal of Psychology and Marketing and so on
"How personality of a brand enables a consumer to express his own,ideal and special dimensions of himself through using the brand."
KEY
to differentiate a brand
The congruity between brand personality matched to human traits ,

the the preferences of brand.
Personality traits of Coca-cola
Real
All
American
Classic & Cool
Personality traits of Pepsi
Young
Exciting
Hip
Perceptions of Brand Personality
Directly
Organization employees
CEO / Leader
Demographic characteristics
Indirectly
Product-related attributes
Product category
Brand name,logo,design, symbol
Advertising style
Trait List
Personality scales from psychology
Personality scales used by marketers
Original qualitative research
Hallmark
Cards
MTV
channel
The Wall
Street
Journal
Guess
Nike
Brand Personality vs Human Personality
Sincerity
Warmth
Acceptance
Excitement
Sociability
Energy
Activity
Competence
Responsibility
Dependability
Security
Sophistication
Upper class
Glamorous
Sexy
Ruggedness
Western
Masculinity
Strength
Five Brand Personality
Evokes emotion in consumers
Increase level of trust and loyalty
Influence consumer attitude
Sourced from: A Brand Personality Framework (Kar, 2011)
References
Aaker, J. (1997). Dimensions of brand personality. Journal of marketing research, pp.347--356.

Gsb.stanford.edu, (2014). Jennifer Aaker | Stanford Graduate School of Business. [online] Available at: https://www.gsb.stanford.edu/faculty-research/faculty/jennifer-lynn-aaker [Accessed 19 Jun. 2014].

Kar, A. (2011). A Brand Personality Framework. [image] Available at: http://business-fundas.com/2011/brand-personality-dimensions/ [Accessed 19 Jun. 2014].


Sources of Journal Article
Author: Jennifer Aaker
Journal title: Dimensions of Brand Personality
from Journal of Marketing Research
Brand Personality
"The set of human
characteristics
associated with
a brand."
Differentiate Coke from its competitor
Stimuli Selection
Salient , well known brand
Personality types of brand
Symbolic and utilitarian product
To prevent result bias
Result: No significant differences were found among the mean rating of Levi's Jeans
ILP211
Strategic Marketing
Management
Theory Journal
Lecturer: Miss Chan Kuan Thye
Presented by Low Choi Peng
1320111-BBM
Full transcript