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Deciphering Brand Personality with Jennifer Aaker's Five Dimensions of Brand Personality Model
Five Dimensions of Brand Personality Model is a framework conceptualised by Jennifer Aaker to help marketers define the Brand Personality. The framework outlines 5 core personality dimensions which are further drilled to facets. These facets are further drilled down to traits.
Brand personality is important as it forms the foundations for the Brand Design influencing the brands look, voice and action. To establish the Brand personality, marketers need to have a clear understanding of the target audience, what personality traits will resonate with the audience and finally ensure that the brand personality is exhibited in all communications.