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.







Comments

  1. AnonymousSeptember 27, 2013 at 2:00 PM

    I think this is one of the most important info for me. And i'm glad
    reading your article. But want to remark on few general things, The website style is perfect, the articles is really
    nice : D. Good job, cheers

    Feel free to visit my page Dennis's homepage

    ReplyDelete

Post a Comment

Popular posts from this blog

From next Summer More advertising on Facebook.

Image
In order to increase the income Facebook decided to boosts video advertising. In fact, latest news say that in the next months there will be a video advertising every-time you open Facebook. It is well known that Facebook is becoming the best advertising platform, because it can reach different target markets all over the world. However, it has to be said that the social network is loosing members (around 10 million in the last year) especially for what concern UK, where in the last year 1 million of members decided to delete their accounts. On the other hand, it is true that the number of members from developing countries  is increasing. Nevertheless, Facebook decided to aim at companies which want to advertise their products and increase their profits.  Statistics show that in US companies spend 4 billions of dollars for video advertising on social media, and the forecasts are that next year this data will increase of 41%. In light of this, Zucherberg decided to make his
Read more

Brand awareness vs Brand reputation

The brand awareness is nothing more than the popularity of a brand. Companies pine for it and in some cases invest a huge amount of money in order to increase it.  On the other hand the brand reputation is what people think about your brand, the perception they have. But what happen if your popularity (so your brand awareness) rises, but your brand reputation doesn't? This is what is happening these days to Moncler (a famous luxury down jacket company) after a television report on the Italian public television. In the report a journalist explains the unethical behaviours of the worldwide company. In fact, during the show Moncler has been accused of cruelty to animals, low quality, and exploitation of workers.  ...and the day after the show, the web and social media gone wild.  The brand awareness has sharply increased against the brand reputation which decreased considerably. Twitter, Facebook and the web are brimming with negative comments and articles agaist
Read more

Psychology and advertising

Image
Have you ever thought about the fact that advertising use psychology to understand how our brain works and how convince consumers to buy more? Marketers use psychology in order to persuade and influence people's mind, in that way they are more attracted to advertising and as a consequence more attracted to products The video below it is very simple and in 6 minutes it will explain to you how psychology can be used in advertising.  Check it out!
Read more