Brand personality

 

┬×brand personality (BP) describe what individual feel and think on a certain brand

Definition:

BP is a set of human characteristics that become associated with brand.

There are 5 traits of BP:

  1. sincerity
  • Honest
  • down to earth
  • Wholesome
  • cheerful
2. Excitement

  • Daring
  • Spirit
  • Imaginative
  • Up-to-date
3.Competence

  • Reliable
  • Intelligent
  • successful
4. Sophistication

  • Upperclass
  • charming
5.Ruggedness

  • Outdoorsy
  • tough

 

So which personality can describe you in choosing or buying product.

Established scale to measure BP can be found online. Try search Aaker’s Brand personality Scale.

One of the online article that employed Aaker’s scale can be found through this link

http://www.diva-portal.org/smash/get/diva2:426569/FULLTEXT02.pdf