Dimensions of Brand Personality
We all know that brands are trying associates with people by matching Brand personality with individual personality, like the Jaguar “It’s Good to be Bad” commercial. However, what is brand personality?
Aaker (1997) reclaimed brand personality as result of direct and indirect contact from consumer with brands. She also states that brand personality is associated with demographic characteristics and is measured either by ad hoc scales or human personality scale. However, both scales underperform in measuring brand personality in reliability, validity and variability of traits.
Consequently, Aaker has developed a framework of brand personality.
She also has identified the most representative traits of each dimension as:
The practical application is abundant. Based on Aaker’s research, marketers can set benchmark for brand personality. Moreover, while some personalities are existing traits, others are desirable such as competence/successfulness; brand can differentiate by creating desirable brand personality.
Marketers must identify prominent personality in those dimensions and manipulate its own marketing activity to generate the brand personality. Dior has successful identified and established brand personality of sophistication and competence to match successful and sophiscated consumers.
Nevertheless, the Aaker’s brand personality has limitations which have been mentioned in her research. One of limitation is that the sample only representative of U.S population, which we can argue about the bias and application on global marketing. Aaker states while the human personality is similar through cultures, brand personality is not. Different cultures affect both the constructing of brand personality and the interaction between brand and consumers.
References
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