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Brand Personality


Definition: Brand Personality is a brand management metaphor to human personality. The Brand Personality Model by Aaker sees a brand personality as being comprised of 5 dimensions, each divided into a set of facets:
- Sincerity (down-to-earth, honest, wholesome, cheerful)
- Excitement (daring, spirited, imaginative, up-to-date)
- Competence (reliable, intelligent, successful)
- Sophistication (upper class, charming)
- Ruggedness (outdoorsy, tough)
By studying the BP model, a marketer can view a brand from different perspectives, both for the current and desired situation.


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