Brand personality Flashcards
1
Q
What are the 5 dimensions of brand personality?
A
Competence, ruggedness, excitement, sophistication and sincerity
2
Q
Define brand personality
A
Consumers describe the human characteristics they associate with the brand (Aaker, 1997)
3
Q
What are the facets of sincerity?
A
Down to earth, honest, wholesome and cheerful
4
Q
What are the facets of excitement?
A
Daring, spirited, imaginative and up to date
5
Q
What are the facets of competence?
A
Reliable, intelligent and successful
6
Q
What are the facets of sophistication?
A
Upper class and charming
7
Q
What are the facets of ruggedness?
A
Outdoorsy and tough
8
Q
Is Aaker’s model the best model and why?
A
Aaker’s model was created in 1997 so it may be out of date, and it very much describes products instead of brands
