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.



More on brand personality.
More on brand management: Audio Branding, Brand Asset Valuator, Brand Equity, Brand Equity Model, Brand Identity, more...


MBA Brief offers brief, yet very accurate definitions of MBA concepts, frameworks, methods and models. We keep it short and provide some links in case you'd like to learn more around a subject.

© 2021 MBA Brief - Last updated: 20-1-2021  -  Privacy   |   Terms