Brand Personality Aaker’s

The Aaker’s brand personality scale is not based merely on a one dimensional concept i.e. it doesn’t only represent  one characteristic of a brand rather it has a multi dimensional aspect by placing each brand on a scale with five dimensions. There may be brands that can score high on one dimension and low on all others or a brand can score high on all the five dimensions. For instance, Aaker has identified Hallmark cards for sincerity, MTV for excitement, Wall street Journal for competence and Nike tennis shoes for ruggedness.

This brand personality dimension concept helps the practitioners in a no of ways such as it can help to understand the perceptions and attitude of the consumers towards the brand. This also enables to differentiate the brand from its competitors. Finally, this leads to a sustainable point of differentiation and gives a competitive advantage as a brand is perceived of being vigorous which is hard to emulate.