consumer brand personality

In 1997, Jennifer Aaker published her Brand Personality Scale (BPS) – the first formal measurement of brand personality.1 The scale's Big Five Brand Personality Traits are:

  1. Sincerity: down-to-earth, honest, wholesome and cheerful (e.g., Hallmark)
  2. Excitement: daring, spirited, imaginative and up-to-date (e.g., MTV)
  3. Competence: reliable, intelligent and successful (e.g., IBM)
  4. Sophistication: upper-class and charming (e.g., Guess Jeans)
  5. Ruggedness: outdoorsy and tough (e.g., Nike tennis shoes)

Scholars have found differences in how the five brand personality traits influence consumer trust, emotional response, perceived quality and more.2 While there is no best brand personality, research suggests "any brand personality, so long as it is perceived as being strong and favorable, is likely to be associated with positive consequences."3

References: [1]J. Aaker, 1997 [2]Ramaseshan & Tsao, 2007; Sung & Kim, 2010 [3]Freling & Forbes, 2005, p. 409

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