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Flashcards in Brand personality Deck (8)
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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Aaker’s model was created in 1997 so it may be out of date, and it very much describes products instead of brands