Jennifer aaker's brand personality measurement framework for selected mobile brands Dr. Bharti Vandana Faculty of Management Studies, ITM Universe, Gwalior. Online published on 10 July, 2012. Abstract To choose a brand with the ‘right’ personality characteristics helps the consumer to develop a visible and a unique representation of him/herself as suggested by Ligas, 2000; Fournier, 1991. Measurement and Validity of Jennifer Aaker's Brand Personality Scale for Colgate Brand focused on measuring the brand personality of Colgate brand and exploring the model validity of Jennifer Aaker's Brand Personality scale, the study recommends that the company should stress more on its functional benefits than the emotional benefits whenever the company introduces a new brand, new ad campaign or any other form of communication with the user. The purpose of this paper is to differentiate a brand through brand personality to help consumers identify a brand in a competitive market. As the competition is increasing day by day it is very important to identify the factors which minutely differentiate the brands from one another. According to the practitioners there are key ways to differentiate a brand. However, despite this interest, research on brand personality and the symbolic use of brands more generally has remained limited due in part to the lack of consensus regarding what brand personality really is. Jennifer Aaker developed a specialized brand personality scale, the five dimensions of the scale being sincerity, excitement, competence, sophistication, and ruggedness. This study focused on measuring the brand personality of selected brands of mobile and exploring the model validity of Jennifer Aaker's Brand Personality scale. Moreover, while Aaker's framework has identified dimensions that differentiate brands across highly divergent product categories, additional research likely is needed to generate personality frameworks that capture the key personality dimensions useful for differentiating competitive brands within product categories and examining brands across narrow ranges of product categories as suggested by Jon R. Austin and Judy A. Siguaw in their research paper. Top Keywords Brand personality, brand measurement, brand management, mobile brands. Top |