Brand Personality Dimensions

“Brand personality” is a term for the human characteristics or emotions attributed to a brand. Companies use brand personality to identify with their ideal consumers, and then tailor their marketing strategies to that segment.
The Five Dimensions of Brand Personality by Jennifer Aaker are:-
  • Sincerity: A brand personality demonstrates “sincerity” when consumers consider it down-to-earth, honest, genuine and cheerful.
  • Example- Campbell’s Soup, which has used the “Mmm Mmm Good” slogan and often features family scenes in its commercials, provides an excellent example of a sincere brand personality.
  • Excitement: Consumers think of brands that create “excitement” as daring, spirited, imaginative and up-to-date.
  • Example- Dos Equis beer uses “Stay thirsty, my friends,” slogan in the TVCs and this serves as an invitation to a more exciting and fulfilling life.
  • Competency: Brands known for “competency” create images of reliability, intelligence, and success.
  • Example- Microsoft marketed the Surface tablet as a cutting-edge device that replicated the functions of a laptop within an exciting, streamlined design.
  • Sophistication- Companies that market a brand as “sophisticated” hope to appeal to consumers who want to feel charming, glamorous, and elegant.
  • Example- Titan has marketed its Titan “Raga” watches focusing on elegance, glamour, and femininity.
  • Ruggedness: Consumers who identify themselves as outdoorsy, tough and strong want goods or services that will endure.
  • Example- Timberland brand evokes images of camping and hiking, so consumers think of their shoes as durable.

2 thoughts on “Brand Personality Dimensions”

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