Do Brand Personality Scales Really Measure Brand Personality?

Audrey AzoulayJ.N Kapferer

Hendy Mustiko Aji

2014

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Introduction

Brand A

Brand B

Brand C

Brand D

Brand E

Brand F

Brand G

Imagine above pictures are BRANDS

How could you differentiate between them?

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“Growing number of copies and the abundance

of similar products, makes it more and more difficult

to differentiate brands on the basis of performance”

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Azoulay and Kapferer (2003)

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So, the brands need to be given a.... PERSONALITY

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Consumers will identify themselves

with the stars

Valentino Rossi and YAMAHA

Then…

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Bra

nd P

erso

nalit

y

Sincerity

Excitement

Competence

Sophistication

Ruggedness

Source: Aaker, J. 1997. Dimensions of Brand Personality. Journal of Marketing Research

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Problem

Are these items really measure brand personality?

?

Personality

Culture(Value)

Self-Image

Physical

Relationship

Reflection

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Kapferer’s Brand Identity Prism (1992, 1998)

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Concept Validity

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Aaker’s concept is too wide

Intellectual abilites, gender and social class

D

Dr. Jenifer Aaker

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Brand Personality is....

“The set of human characteristicsassociated with a brand”

(Aaker, 1997)

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Allport

“Personality is the set of relatively stable and general dynamic, emotional and affectivecharacteristics.....”

“In more cases, the word does not include the cognitive aspects ....... It always dealswith the affective, emotional and dynamicAspects"

Dictionnaire Fondamental de la Psychologie

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“Personality is described in terms of traits”

-Allport , 1937-

The Big Five

O• Openness

C• Conscientiousness

E• Extraversion

A• Agreeableness

N• Neuroticism

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Competence

Feminine Social class

Western Small Town

Problematic Items

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The Flaws of The Scale

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Literature reviews from psychology

Scales from marketers

Items from qualitative study

Respondents

Sources of generated items

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Authors provide narrower definition

Brand Personality is:

“The set of human personality traits that are both applicable to and relevant for brands”

Conclusion

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Aaker’s scale does not measure brand personality

Some of them measure brand identity and product performance instead

Her scale merges all human characteristics

Only three correspond to elements in psychology

THANKYOU 2014

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Reference Article

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Azoulay, A., and Kapferer, J-N. 2003. Do brand personality scales really measure brand personality? Henry Stewards Pubilcations 1350-231X Brand Management, vol 11 (2)