Comparing Methods of Measuring Brand Personality Traits

Abstract

Brand personality development has become an important marketing objective. Accompanying this objective is increased interest in brand personality measurement. In split sample tests across three categories, the personality traits generated using the five-point scale in Aaker (1997) were compared to those generated by a quicker to administer, free choice association method commonly used by practitioners. The results show both methods ranked brands similarly for each trait and obtained higher responses from brand users. However, the free choice method discriminated more between brands and generated a greater variety of trait associations. Therefore, if the objective is to understand the whole market, including competing brands and nonbrand users, the findings suggest a free choice method is a more appropriate than the five-point scale.

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