Aaker's Dimensions of Brand Personality

Aaker's Dimensions of Brand Personality are categories that describe the human traits associated with a brand, helping consumers relate to it. These include sincerity (trustworthy, warm), excitement (energetic, creative), competence (reliable, intelligent), sophistication (elegant, prestigious), and ruggedness (tough, outdoorsy). Think of it as assigning personality traits like a person to a brand, which influences how people feel about and connect with it. These traits shape the brand's reputation and influence consumer choices.