CREATING
BRAND
VALUE
CHAPTER 4 BRAND PERSONALITY &
OTHER MODELS
JENNIFER AAKER’S BRAND
PERSONALITY MODEL
Jennifer published in 1997 a classic
The most widely-used brand personality paper at the Journal of Marketing
model used in marketing was developed Research in which she proposed,
by Jennifer Aaker
tested and validated what later
became the most popular brand
personality scale in management
literature.
BRAND
PERSONALITY
Big 5 Brand Personality
1. Sincerity: This dimension includes brands that are seen as down-to-
earth, honest, trustful and cheerful. Often, sincere brands are viewed this
way due to the fact that they follow and communicate ethical practices,
their commitment to the community or concerns with consumers.
2. Excitement: This dimension involves brands which are perceived as
being imaginative, up-to-date, inspiring, edgy and spirited. Thus, often
these brands often use colorful logos, uncommon fonts, portray themselves
in unexpected and exciting places and situations.
Big 5 ….
3. Competence: Competent brands are the ones which are primarily seen as being reliable, responsible, intelligent,
and efficient. These consumer perceptions are often based on how well a product or service performs, and how the
organization behaves in society and in the market.
4. Sophistication: Sophisticated brands are the ones perceived by consumers
upperclass, romantic, charming, pretentious and glamorous. Thus, it is no surprise to imagine that sophisticate brands are
commonly found across luxury industries and on high priced brands (for their product categories) across other industries.
5. Ruggedness: Finally, this dimension includes brands that are seen as outdoorsy, tough, masculine and western, for
example. For this reason, rugged brands have a tendency of being male oriented, of developing brand concepts which
contain dark colors (often black, gray, navy blue, green), strong and thick fonts, less fine details and they portray their
products in outdoor (mountains, rivers, farms, oceans, cliffs) and extreme scenarios (heavy rain, foggy weather, snow).
Examples of
Brand
Personality
David Aaker’s
Brand Equity
Model
Aaker Model of Brand Equity
The Aaker model is a brand blueprint “A brand vision should attempt to go
developed by marketing expert David beyond functional benefits to consider
Aaker. It emphasizes the importance of organizational values; a higher purpose;
brand identity and offers unique brand personality; and emotional, social,
solutions to building a strong brand. and self-expressive benefits.” – David
Aaker
BRAND LOYALTY
Brand loyalty dictates that a consumer who truly believes in
the value of a brand’s offerings will often make frequent and
repeat purchases from it instead of switching between brands.
High brand loyalty ensures that business is stable and
consistent and enables the organization to capture a larger
market share.
BRAND AWARENESS
Brand awareness concerns the extent to which a brand is known
or recognizable to a consumer.
A brand with high brand equity will spring to mind when a
customer searches for a particular product. This is also termed
brand salience; the brand occupies a prominent position in
consumers’ minds.
PERCEIVED QUALITY
This element centers on the brand’s reputation for high-
quality products and customer experience.
Good quality is favored more highly than particular product
features, with consumers often willing to pay premiums for
high-quality products relative to other brands.
BRAND ASSOCIATION
Brand association involves anything related to the brand,
which evokes positive or negative sentiments, for example,
a product’s functional, social or emotional benefits.
More broadly, this relates to the brand’s overall image, and
what consumers associate with that image – if consumers
associate predominantly positive attributes with the brand,
then the brand possesses high brand equity.
OTHER PROPRIETORY ASSESTS
Proprietary assets include patents, trademarks, and channel or
trading partner relationships.
These assets are vital to ensuring that other brands cannot
compete by operating under a similar name or using very similar
packaging, which may confuse consumers and compete away
from a brand’s customer base.
