Brand Personality Dimension mkt535.edited.docx – Brand Personality Dimension Brand personality refers to human characteristics associated with a brand | Course Hero

Brand Personality Dimension

Brand personality refers to human characteristics associated with a brand and

traits to which the customers can relate. Brand personality can be referred to

as the personification of a brand which is when a thing or abstraction is

represented as a person’s characteristics. In consumer behavior research, a

considerable amount of attention has been given to construct a brand

personality, which refers to the set of traits people attribute to a product as if it

were s person. Brand personality is a framework that helps a company or

organization shape the way people feel about its product, service, or mission.

A company’s brand personality elicits an emotional response in a specific

consumer segment, with the intention of inciting positive actions that benefit

the firm. Jennifer L.Aaker, a behavioral psychologist and Stanford professor,

defined a framework of brand personalities divided into five dimensions, each

containing a set of facets. Sincerity, excitement, competence, sophistication,

and ruggedness.

1.

Sincerity

: This dimension’s traits can be defines as down-to-earth.

Genuine, honest, wholesome, and cheerful come to mind when thinking of

the traits associated with this dimension.

2.

Excitement

: Exciting brands are often those that appeal to a younger

demographic, with energetic advertising, high-octane design, and

celebrity endorsements. These brands are daring, spirited, imaginative,

cool, unique, contemporary, and anti-establishment.

3.

Competence

: The attributes represented by this brand personality are

intelligence, success, reliability, and expertise.

4.

Sophistication

: Sophistication as a brand personality means luxurious,

glamorous, upper class, and charming. Common characteristics