Brand Personality Aaker

Published by MBA Skool Team, Last Updated: March 25, 2018

What is 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-

  • Sincerity
  • Excitement
  • Competence
  • Sophistication
  • 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-


This article has been researched & authored by the Business Concepts Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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