Brand Personality and its Five Dimensions

Brand Personality refers to the way how consumers describe a brand using human qualities (Avery et al. 2013) of course, the perception of the Brand Personality depends on the customers and it may be different for each customer. For that reason, Jennifer Aaker (a marketing professor at Stanford) gathered all the adjectives that usually people use when they describe a brand, and she developed the Five Brand Personality Dimensions. 

These are the SECRS:
S= Sincere; E= Exiting; C= Competent; R= Rugged; S= Sophisticated

Every Brand Personality can be categorised in one of these adjectives. A Sincere Brand Personality is a family-oriented or an old-fashion brand such as Marks & Spencer; an Exiting Brand Personality is a young and up-to-date brand such as Apple; a Competent Brand Personality is an influential brand such as Facebook; a Rugged Brand Personality is an athletic brand such as Nike and, finally, a sophisticated Brand Personality is a condescending and pretentious brand such as Abercrombie & Fitch.







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