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In 1997, Jennifer Aaker introduced a scale for assessing brand personality. This scale, comprised of 15 facets measured using 42 items rated on five-point Likert scales, aims to identify the human characteristics associated with a brand. Joël Gouteron highlights Aaker’s innovative approach in creating a theoretical model of brand personality, defining the number and nature of its dimensions. The concept of brand personality is based on the idea of ​​considering a brand through traits similar to those used to describe an individual. According to Aaker, a brand’s personality is defined as the set of human characteristics attributed to it. This approach suggests that consumers establish a relationship with a brand based on the compatibility between their own personality and the one they associate with the brand. By attributing personality traits similar to their own to the brand, consumers perceive it as a potential partner for a long-term relationship.

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