Aaker’s Brand Personality Framework
Brands are a valuable asset for companies and a means of identification in public. The market research institutes Kantar and Interbrand determine the world's highest corporate brand values every year. These naturally include Apple, Amazon and Google, but also Coca-Cola and Mercedes-Benz. By far the most valuable brand in Switzerland, valued at almost 20 billion Swiss francs, is Nestlé. Brands serve to show people how consumers should perceive companies.
Companies use a visual identity with logos, fonts or colors to develop their brands and then incorporate this logo into their presentation. The aim is to visually illustrate the company's values and principles. This builds an image among consumers and creates identification. The brand represents the personality of a company.
Five criteria are crucial
In marketing, there is a particularly widespread model of brand personality, the Aaker model. It was developed by the American social psychologist Jennifer Aaker. She teaches marketing at the renowned Stanford University and is the author of several bestsellers. Her father was a professor of marketing at the University of California. Jennifer Aaker published her brand personality profile in the Journal of Marketing Research in 1997. It is based on five dimensions: sincerity, excitement, competence, sophistication and robustness.
1. Sincerity
This includes brands that behave in an authentic, honest, trusting and positive way. Brands that promote sustainability or ethics are perceived as sincere. A prominent example of this is the outdoor clothing company Patagonia from California.
The company addresses consumers directly and communicates clearly that it is committed to the well-being of the planet and its people. Patagonia is perceived by the public and consumers as honest and sincere.
The clothing manufacturer is so honest that customers can sell their used Patagonia clothing back. It is then repaired, recycled and sold online. Patagonia also consistently implements its visual language online and in its stores, thereby creating a simple and down-to-earth image.
2. excitement
This dimension highlights brands that are considered imaginative, contemporary, creative, inspiring and courageous. They use colorful logos and special fonts and position themselves in creative and exciting places. They are featured at music and sporting events.
A prominent example of this is Red Bull. The company, with Austrian roots, has long since ceased to be just an energy drink manufacturer and is now an entertainment heavyweight. Red Bull not only sells over seven billion cans a year, but also represents an exciting lifestyle.
The brand is built on extreme sports and Formula 1. In addition to sponsoring skydivers, dirt bikes, surfers, skateboarders and freeskiers, the record-breaking parachute jump by Felix Baumgartner in 2012, from a height of 36 kilometers, also caused a stir.
Felix Baumgartner's supersonic freefall from 128k - Mission Highlights
3. Competence
This component refers to brands that are perceived as reliable, smart, responsible and efficient. They offer a high-quality product or a competent service. These brands use bold and thick fonts and are often displayed in blue and white, as these colors radiate trust. But even the most valuable brand in the world is built on competence: Apple.
Steve Jobs' vision and ambition were legendary, spirited and determined. This boundless enthusiasm was sometimes felt by employees in the most intense way. He developed highly innovative products and launched iTunes, iPod, iPhone and iPad.
Hardly any other company can match Apple's consistent brand language, constant technological innovation, expansion into other digital sectors and high quality. That's why Apple is rightly the most valuable brand in the world.
JOBS already fired you - Film Clip
Other brands that also exude competence include Intel, Volvo, UPS and Allianz, which also incorporate these values into their logo.
4. Sophistication
One industry in which brand personality plays a prominent role is the luxury goods industry. Luxury brands are considered sophisticated and are perceived as chic, charming, glamorous and noble. This is how they justify the high-priced segment in which they are found. However, this also applies to the watch industry, cars or food.
To express this sophistication, they like to use thin fonts, simple designs and light colors. This line is particularly recognizable in the French fashion label Louis Vuitton, which produces clothes, shoes and bags. All products bear the LV design, which stands for status and wealth. The products are high quality and expensive, with bags costing up to 5,000 francs. In addition, they are worn by celebrities and portray status in their imagery. They are also only available in luxury department stores, and their boutiques exude a chic and exclusive ambience.
All these components contribute to the perception of a sophisticated brand. Similar attributes are also associated with the most famous watch brand in the world: Rolex.
5. Robust
Brands that radiate robustness are often male and Western. These brands have been undergoing a transformation for several years because these attributes of masculinity are no longer appropriate in the diverse world of the 21st century. These brands often feature dark colors, strong fonts, and the products are often associated with nature. The products are durable and resilient.
Patagonia could be used as an example here again. Just like a human personality, a brand can live in several dimensions. Patagonia is not only authentic, but also stages its products in the wild to illustrate the quality. However, it still manages to avoid creating a pure “image”.
Patagonia recently took a step that encompasses almost all aspects of the brand's personality. The founder has transformed Patagonia into a foundation, with all assets set to help save the planet. In doing so, the outdoor manufacturer is truly taking its social responsibility seriously and letting actions speak louder than words.
