Brand personality is a topic largely debated nowadays among both scholars and practitioners. As in any debate, there are supporters and opponents not necessarily of the concept, but of the instruments used for establishing and measuring the brand personality.
One point of general agreement is that in a highly competitive market, brands are of particular importance in catalysing consumption and eventually increasing producers’ and marketers’ revenues. Brands attract customers by helping them to distinguish among the goods and services available on the market. This is why the branding process is of essence for the functioning of market-oriented economies.
The concept of brand personality finds its way through the intricacies of this process. Defined as human characteristics or traits attributed to a brand, brand personality is important from the standpoints of both consumers and companies. It helps consumers to choose the desired goods or services, and companies to consolidate their market presence and increase their revenues.
When designing their marketing strategies, marketers need a tool for measuring the brand personality. The best known and widely used such instrument is the five-dimensional brand personality framework, developed by Jennifer Aaker. In spite of a number of criticisms, Aaker’s model remains the main and most practical instrument for evaluating the brand personality. It is illustrated by a case study with reference to the acquisition of a Rolex Sports watch.