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The 5 Dimensions of Brand Personality by Jennifer Aaker

The Brand Personality Dimensions of Jennifer Aaker (Journal of Marketing Research, 8/97, pp 347-356) is a framework to describe and measure the “personality” of a brand in five core dimensions, each divided into a set of facets. It is a model to describe the profile of a brand by using an analogy with a human being.  I believe that it's imperitive that a brand be carefully "humanized" in order to connect with the audience.

Here's what Ms. Aaker, and her father before her, researched:

THE FIVE CORE DIMENSIONS AND THEIR FACETS

These are:

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)

Each facet is in turn measured by a set of traits. The trait measurements are done using a five point scale (1 = not at all descriptive, 5 = extremely descriptive) rating the extent to which each trait describes the specific brand.

AN EXPLANATION OF THE TRAITS BELONGING TO EACH OF THE FACETS

These traits are:

• Down-to-earth
  • Down to earth,
  • Family-oriented,
  • Small-town
• Honest
  • Honest
  • Sincere
  • Real
• Wholesome
  • Wholesome
  • Original
• Cheerful
  • Cheerful
  • Sentimental
  • Friendly
• Daring
  • Daring
  • Trendy
  • Exciting
• Spirited
  • Spirited
  • Cool
  • Young
• Imaginative
  • Imaginative
  • Unique
• Up to date
  • Up to date
  • Independent
  • Contemporary
• Reliable
  • Reliable
  • Hard working
  • Secure
• Intelligent
  • Intelligent
  • Technical
  • Corporate
• Successful
  • Successful
  • Leader
  • Confident
• Upper class
  • Upper class
  • Glamorous
  • Good looking
• Charming
  • Charming
  • Feminine
  • Smooth
• Outdoorsy
  • Outdoorsy
  • Masculine
  • Western
• Tough
  • Tough
  • Rugged