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'''BRAND PERSONALITY''' |
'''BRAND PERSONALITY''' |
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It is much easier to copy a product," said Aaker, "than to duplicate an organization with unique values, people and programs."<sup>1</sup> |
It is much easier to copy a product," said Aaker{{fact}}, "than to duplicate an organization with unique values, people and programs."<sup>1</sup> |
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A brand personality is a frame used to make a brand more interesting and memorable and can even become a vehicle to express a customer's identity. It is composed by 5 core dimentions: |
A brand personality is a frame used to make a brand more interesting and memorable and can even become a vehicle to express a customer's identity. It is composed by 5 core dimentions: |
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Revision as of 09:33, 8 May 2008
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BRAND PERSONALITY
It is much easier to copy a product," said Aaker[citation needed], "than to duplicate an organization with unique values, people and programs."1
A brand personality is a frame used to make a brand more interesting and memorable and can even become a vehicle to express a customer's identity. It is composed by 5 core dimentions:
1 - Sincerity (down-to-earth, honest, wholesome, cheerful) 2 - Excitement (daring, spirited, imaginative, up-to-date) 3 - Competence (reliable, intelligent, successful) 4 - Sophistication (upper class, charming) 5 - Ruggedness (outdoorsy, tough)1
Nowadays this brand analysis and development frame is facing doubts in the advertising industry.
Too many people – brand owners and consumers alike – have become duped by the notion that the key, differentiating element of a brand is its personality. They’ve come to believe this because for more than a decade they’ve seen a correlation between brands with distinctive personalities and businesses that have forged ahead2.
There of course remains a hugely important role for brand personality in helping a business in its dialogue with audiences – none of us want to return to the dull, grey, corporate world of 20 years ago – but personality alone is no longer enough. Those brands or agencies that are unable to raise their game to this new level will flounder – their game is finally up: The fraud unmasked, and a new breed of stronger, more differentiated, more value-added replacements will surely emerge2.
1 - Jennifer L. Aaker Journal of Marketing Research, Vol. 34, No. 3 (Aug., 1997)
2 - "CREATIVE&OPINIONATED: Is brand personality a fraud?", Jim Prior 2008, available at http://www.creativematch.co.uk/viewNews/?95941