Brand Personality Aaker

Posted in Marketing and Strategy Terms, Total Reads: 7195
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Definition: Brand Personality Aaker

It is a metric used for measuring the uniqueness of the personality of a brand in terms of 5 parameters which in turn have several attributes in them. These parameters are-

  1. Sincerity
  2. Excitement
  3. Competence
  4. Sophistication
  5. Ruggedness

 

The above dimensions are analogous to the human traits because that is exactly what the brand personality refers to. These parameters are further divided into different attributes which are shown in the chart below-

Aaker

 



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