Brand personality
The document discusses brand personality as defined by the American Marketing Association and researcher Jennifer Aaker. According to the AMA, brand personality is the psychological nature of a brand as intended by its sellers, though how consumers perceive it may differ. Aaker defines brand personality as consisting of human demographic traits, lifestyle characteristics, and personality traits. She developed a framework of five major brand personality dimensions - sincerity, excitement, competence, sophistication, and ruggedness - which encompass specific traits that can explain most of the variance between brands' personalities. A brand's personality develops through interactions between the brand, its products, services, organization, and users, and is influenced by both product-related and non-product-related characteristics.
Brand personality
- 2. Brand Personality According to the American Marketing Association (AMA): "Brand personality is the psychological nature of a particular brand as intended by its sellers, though persons in the marketplace may see the brand otherwise (called brand image). These two perspectives compare to the personalities of individual humans: what we intend or desire, and what others see or believe."
- 3. Brand Personality Aaker defines the associated personality of a brand as a set of (1) human demographic characteristics like age, gender, social class and race, (2) human lifestyle characteristics like activities, interest, and opinion, (3) human personality traits such as extroversion, agreeableness, dependability, warmth, concern, and sentimentality.
- 4. Brand Personality • Aaker has developed a framework of brand personality dimensions on the bases of an extensive research across 37 brands (out of 60) with a high salience rating divided over 4 clusters with 114 personality traits (out of 309). • The brand personality construct composes five personality factors so called "Big Five": sincerity, excitement, competence, sophistication, and ruggedness. The big five includes 15 facets and 42 traits; they explain 92% of the variance between the brand personality's (Aaker, 1997)
- 5. Brand Personality (Aaker, 1997)
- 6. Brand Personality Brand personality develops the interaction between the brand, product, service, organization and their users. Nearly everything associated with the brand affects the perceived brand personality. For that, Aaker segregated two groups of brand personality drivers; product related and non-product related characteristics Product related Characteristics User imagery Characteristics o Product category o Package o Price o Attributes o User imagery o Sponsorships o Symbol o Age o Ad style o Country of origin o Company image o CEO o Celebrity endorsers