Rugged Brand Personality

The brand dimensions of jennifer aaker is a framework to describe the profile and traits of a brand in five core dimensions each divided into a set of facets.

Rugged brand personality. Promotional campaigns initiated by the company which named motorcycles as mean and tough machines. Aaker s five dimensions of brand personality. Some consumers are highly influenced by social media branding which reflects the brand personality that is consistent with their own self concept which in some cases the bond between consumer and brand is sometimes based on their desired self concept rather than their actual image. Rugged brand traits include adventurous outdoorsy and tough.

Imagine a brand to be a person. Sincerity down to earth honest wholesome cheerful. It s more about texture style and the human characteristics that a brand has. Outlined in her paper in the journal of marketing research in 1997 this framework helps organize how brands act and communicate.

If for example a new outdoor apparel company wants to resonate with consumers the natural inclination is to create a brand personality that is rugged. When branding became a popular concept marketers started analysing how to build better brands. Brand personality has the power to drive competitive differentiation boost brand awareness and bolster brand loyalty. This rugged personality suggests that the product is powerful and is a bike with substance.

But for many businesses forming a brand personality doesn t come easily. To understand the importance of brand personality we have to first understand the meaning of brand personality. Twitter wendy s is an example that is often used to highlight social media marketing and for a good reason. Having a brand personality goes way beyond brand identity.

It is an easy to understand model to describe the profile of a brand using an analogy with a human being. Their social media team does a great job keeping the brand in the public conversation. Its logo and the use of dynamic and bright colors helped harley davidson build its brand personality. Brands began having personalities when people started getting attached to them.

The five core dimensions and their facets are. As you re developing your own brand s promise it s essence it can be useful to examine one of our favorite models of defining a brand. There are countless variables at play determining why one consumer chooses to purchase one brand over another. Harley brand personality.

We take a look at how behavioral psychology can help you define an authentic consistent brand personality. Hence pepsi can be called as a young personality. Harley davidson can be called as rugged. Wendy s has a distinctive snarky personality that s attractive to younger people.

Jennifer aaker is a popular marketer from stanford who suggested the concept of five traits of brand personality. Despite having a choice preferring a rugged.