The document discusses brand personality as defined by the American Marketing Association and researcher Jennifer Aaker. According to the AMA, brand personality is the psychological nature of a brand as intended by its sellers, though how consumers perceive it may differ. Aaker defines brand personality as consisting of human demographic traits, lifestyle characteristics, and personality traits. She developed a framework of five major brand personality dimensions - sincerity, excitement, competence, sophistication, and ruggedness - which encompass specific traits that can explain most of the variance between brands' personalities. A brand's personality develops through interactions between the brand, its products, services, organization, and users, and is influenced by both product-related and non-product related characteristics.

1. Brand Personality

2. Brand Personality
According to the American Marketing Association
(AMA):
"Brand personality is the psychological nature of a
particular brand as intended by its sellers, though
persons in the marketplace may see the brand
otherwise (called brand image). These two
perspectives compare to the personalities of
individual humans: what we intend or desire, and
what others see or believe."

3. Brand Personality
Aaker defines the associated personality of a brand as a
set of
(1) human demographic characteristics like age,
gender, social class and race,
(2) human lifestyle characteristics like activities,
interest, and opinion,
(3) human personality traits such as extroversion,
agreeableness, dependability, warmth, concern,
and sentimentality.

4. Brand Personality
• Aaker has developed a framework of brand personality
dimensions on the bases of an extensive research across 37
brands (out of 60) with a high salience rating divided over 4
clusters with 114 personality traits (out of 309).
• The brand personality construct composes five personality
factors so called "Big Five": sincerity, excitement, competence,
sophistication, and ruggedness. The big five includes 15 facets
and 42 traits; they explain 92% of the variance between the
brand personality's (Aaker, 1997)

5. Brand Personality (Aaker, 1997)

6. Brand Personality
Brand personality develops the interaction between the brand, product,
service, organization and their users. Nearly everything associated with
the brand affects the perceived brand personality. For that, Aaker
segregated two groups of brand personality drivers; product related and
non-product related characteristics
Product related
Characteristics
User imagery
Characteristics
o Product category
o Package
o Price
o Attributes
o User imagery
o Sponsorships
o Symbol
o Age
o Ad style
o Country of origin
o Company image
o CEO
o Celebrity endorsers