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iew of Literature the nature of it: First, personality reflects individual
differences as one personality is a combination of
Branding in marketing is defined as name, design different factors. Second, personality is consistent
and symbol to identify the product as well as to and enduring. Therefore, the marketers cannot
differentiate it from others. Branding consist of many change the personality of the consumers, but they
aspects such as brand image, brand attitude and brand can attract them by creating their own brand
equity, but Brand personality is a component of brand personality relevant to the personality of the target
identity. (Aaker, 1996). customers. Third, personality can change by
Personality is defined as the collections of individual important changes in life. (AAker, 1996).
characteristics that make a person unique, and which
control and individual’s responses to and relationship
with the external environment. (Blythe J, 1997)
Figure 1: Five dimensions of the brand personality
Source: Jennifer L Aaker. (1997). Dimensions of Brand Personality. Journal of Marketing Research
Aaker (1997) defines brand personality as the set of Explained that the brand personality of a brand is
human characteristics associated with a given brand. similar to the one of human, which possesses
The brand personality consists of many traits characteristics such as age and gender, and human
developed into specific five dimensions, called personality attribute such as warmth and concern.
characteristics. Each characteristic has its own traits Aaker (2002) developed the trait of personality in
which are the subsets that will complete the 16 traits from 42 traits of human personality. Each
characteristics to be a clear personality. It is trait can summarize in the characters of human.
identified that the personality characteristics According to Aaker, the traits can be grouped in five
influence the consumer on choosing various main characteristics, which are the five dimensions
products. Three properties of the personality explain of brand personality (Figure 2).
(32)
differences as one personality is a combination of
Branding in marketing is defined as name, design different factors. Second, personality is consistent
and symbol to identify the product as well as to and enduring. Therefore, the marketers cannot
differentiate it from others. Branding consist of many change the personality of the consumers, but they
aspects such as brand image, brand attitude and brand can attract them by creating their own brand
equity, but Brand personality is a component of brand personality relevant to the personality of the target
identity. (Aaker, 1996). customers. Third, personality can change by
Personality is defined as the collections of individual important changes in life. (AAker, 1996).
characteristics that make a person unique, and which
control and individual’s responses to and relationship
with the external environment. (Blythe J, 1997)
Figure 1: Five dimensions of the brand personality
Source: Jennifer L Aaker. (1997). Dimensions of Brand Personality. Journal of Marketing Research
Aaker (1997) defines brand personality as the set of Explained that the brand personality of a brand is
human characteristics associated with a given brand. similar to the one of human, which possesses
The brand personality consists of many traits characteristics such as age and gender, and human
developed into specific five dimensions, called personality attribute such as warmth and concern.
characteristics. Each characteristic has its own traits Aaker (2002) developed the trait of personality in
which are the subsets that will complete the 16 traits from 42 traits of human personality. Each
characteristics to be a clear personality. It is trait can summarize in the characters of human.
identified that the personality characteristics According to Aaker, the traits can be grouped in five
influence the consumer on choosing various main characteristics, which are the five dimensions
products. Three properties of the personality explain of brand personality (Figure 2).
(32)
